The advertising campaign I have chosen is: Aldi's Christmas 'Kevin the carrot'.
Aims and objectives: To advertise Aldi's new Christmas food range. They're launching a whole new series of products (at a cheap price which is typical of Aldi) and are using this character to make people check it out.
Target Audience:
Demographics: It doesn't appeal to one ethic group/race as the adverts tend to be very representative of different cultures and within this advertising campaign, the main 'character' is a cartoon carrot who is definitely just a carrot and isn't depicted as a specific race. According to yougov (see below), Aldi is most popular with Millennials and Baby Boomers (Age 25-60) as well as more popular with women. Aldi targets these social grades: C1, C2 and D because Aldi specialises in providing items (food, drink, clothing, decorations etc...) of really good quality at a lower price. Aldi also appeals to young families for this exact same reason.
Geographics: There are more than 5,000 Aldi stores in the whole UK.
Slogan: "There's nothing quite like Christmas." and "Wishing you a very merry award-winning Christmas." These are both unique to the campaign and are heavily Christmas themed with 'Christmas' being right at the end of both slogans on the website to really drill the message in.
Key Messages: In the advert, it focuses on the family side of Christmas because it centres around Kevin getting home for Christmas to eat with his family. The message could be that Aldi is perfect for a family Christmas and a Christmas wouldn't be the same without it.
Approach: Iconography of Kevin The Carrot because everyone knows who Kevin is from last years advert (which was based on The Greatest Showman).
Call to Action: There isn't a call to action in this advert as it's just raising awareness for the Christmas range of products.
Representation: Stereotypical depiction of Santa Claus, represents a family unit so isn't representative of people who don't have a stable family.
Campaign Logistics: This campaign uses the bursting/flight model as the Aldi advert 'burst' onto the scene all at once and is shown on irregular intervals on tv. There is very heavy marketing for this campaign as it is everywhere and Aldi wants to show the quality of its Christmas products. After Christmas, this advert will stop and the adverts will become less regular.
Choice of Media: This advert is a TV advert. Along with this, however, there are also Kevin the Carrot children's toys. The campaign also follows onto the store's website where Kevin is put everywhere, especially on the Christmas selection. Since it targets families and people between the ages of 25-60, these people
Relevant Legal and Ethical Issues: In this advert, the use of other film and TV references are used so there will be the issue of copyright infringement (The film E.T) so there would be legal issues to use this within the advert. The advert is relatively truthful as it doesn't spread lies about the quality of the products. The advert is unaggressive and looking at the CAP and BCAP, there aren't any issues because the advert is 'legal, decent, honest and truthful'.
But because this is a food product, there are special regulations that have to be included within the advert and approved; the product can not be misleading or promise various health benefits that it can't deliver on. (see below).
CAP and BCAP: The CAP and BCAP Codes are the UK’s advertising rules for agencies, advertisers and media owners. CAP stands for Committee of Advertising Practice and BCAP is the Broadcasting equivalent. BACP covers on TV, Radio and online advertisements and the CAP Code covers everything else including online banner ads, paid for search listings, email, text messages, brochures, catalogues, posters and so on. Both codes are designed to ensure that marketing communications are legal, decent, honest and truthful. The Codes are policed by the Advertising Standard Authority (ASA). The Codes are similar but BCAP includes concerns about the scheduling of broadcast advertisements, such as making sure that advertisement for adult products (such as alcohol) are not broadcast when children are likely to see them.
General rules include:
- marketing communications must be clearly identified as marketing (this is has caused problems with paid-for tweets not being clearly marketing)
- marketing communications must not cause serious or wide-spread offence. Note you can shock people or offend a small group of people, the rule is not to cause widespread offence. An example is the 2014 TV and cinema advertisements for Booking.com. Complainers argued the ads were offensive because the word ‘booking’ was used to indicate a swear word. Despite receiving over 2,000 complaints, the ASA decided the advertisements were light-hearted, did not condone swearing or cause wide-spread offence.
Regulatory Bodies: The BBFC will have been used to give the advert a rating, which will have been used to decide when the advert can be shown on TV (before or after the 9pm watershed). ASA is the main regulator of adverts (tv), they are an independent regulator and provide advertising codes. For this advert to be approved, Aldi would've had to submit the advert, and only when the company gives the green light can it be aired (they would've had to stick to the plan they submitted as well). Ofcom is responsible for TV adverts as well as radio adverts so Aldi would've had to check their radio advert.
No comments:
Post a Comment