LO1 - Know how existing advertising campaigns embed advertisements across a range of media products.
Oasis #NoMoreOasisAds Campaign 2019
Within the video advert for this campaign, a couple is shown drinking Oasis before a red coloured liquid resembling Oasis floods into the room leaving them swimming in it. The narrator of the advert explains how he understands that people 'don't like adverts' and promises that Oasis will stop advertising if sales meet the line that is physically represented in the video by the liquid rising up to the line. The target audience for this campaign is likely to be millennials and generation z who are more likely to reject traditional advertising - this campaign therefore appeals to them as it promises to stop advertising showing it understands the audience's complaints and irritation making it more relatable. The target audience is not gender or ethnicity specific and is likely to be made up of explorers and reformers. This video advert appeals to those of any gender as both male and female are represented within the actors used in the video showing that Oasis is for everybody. An aspect of comedy is added into the video through the microphone holder having to also swim through the red liquid causing the advert to be more appealing to younger audiences who would be likely to buy the product. The setting shown within the advert is quite plain with small parts of red which reflects the colour of the drink and makes it stand out against the setting. At the end of the video, a hashtag is used in order to link the whole campaign together and create a social media buzz as people begin to talk about the campaign. This advert is very successful in appealing to the target audience via its representation of understanding millennial attitudes towards advertising with an element of comedy.
These adverts are print adverts shown on areas of public transport such as the London Underground and a bus stop which continue the campaign within public places. Both of these adverts continue to appeal to the millennial target audience as they are placed in locations where millennials are likely to be such as public transport (as they are more likely to be commuters or students in big cities). The location of these adverts are also both places where the target audience is likely to be waiting - allowing them time to read into the advert or share it on social media. These adverts both continue to use the same recognisable red colour which is eye-catching and stands out making people stop to read it and therefore more likely to purchase the product. They also use the same bold sans serif font used in the video advert to make it clear to the reader and show a modernised brand. Oasis have continued to play on the millennial attitudes towards adverts by promising to stop adverts in order to appeal to the target audience. Within the text on the adverts, rhetorical questions such as 'deal?' have been used in order to make the advert seem more personal and conversational - much like the video advert causing people to be drawn in to the brand of Oasis and encouraging them to purchase it. On the advert shown on the tube the last sentence reads 'better share a picture of it then'. This appeals to the target audience as it acknowledges that they are aware of how brands use social media and plays on that to promote their campaign. This combined with the hashtag '#NoMoreOasisAds' continues to create a social media buzz which in turn will encourage people to buy more Oasis to stop said adverts. A small bottle of Oasis is represented within the picture in order to keep brand equity and represent the recognisable logo of Oasis. There is also a small # of 'RefreshingStuff' at the bottom of the bus stop advert which shows Oasis' unique selling point of promising a refreshing taste.
Adverts for this campaign were also shown on social media sites such as Instagram - further appealing to the target audience as they are a large demographic of users on social media sites. Similarly to the other adverts, this social media advert uses the same recognisable red colour with a bold font in order to link the whole campaign together and allow for the advert to be read quickly and easily. The text in this advert uses second person such as 'you' and 'we' in order to connect the target audience directly to the brand and make them more likely to go out and purchase Oasis as there is a rapport built between them. This advert proposes the same deal as shown in both the video and poster adverts making the advert campaign more persuasive and drawing attention to the brand. The same hashtag is also used with an embedded logo in order to continue the social media buzz and make the advert seen by more people - increasing Oasis' sales.
Overall, the #NoMoreOasisAds campaign was very successful in targeting a younger audience who reject traditional advertising as it is more comical and acknowledges how people view traditional advertising to make the target audience feel as though the brand agrees with them. The bold font and bright raspberry red colour reflects the drink itself and makes the adverts eye-catching and appealing to a younger audience.
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