[P1 + M1] Describe an Existing Media Campaign and Evaluate Different Cross-Media Advertising Campaigns

LO1 - Know how existing advertising campaigns embed advertisements across a range of media products. 

J2O is a popular brand of soft drink within the UK which has been around since 1998. Prior to the release of the new J2O Glitterberry product, J2O released a new campaign over the summer of 2018 introducing anew mascot, Mojo, the cockney alpaca. This campaign featured several video adverts shown across social media and television conveying scenes of a barbecue with Mojo singing and advertising the pre-exisitng J2O drinks. The campaign was also featured across bus stops and obtained a heavy online presence with a consistent message of J2O encouraging people to be extraverted and seize the moment.

 

The stills from the multiple video advertisements and the online web banners (as shown above) are consistent within the theme and clearly show J2O as a summer time drink based on the bright orange and summery lighting used within the adverts. This was consistent within the timing of the campaign which encouraged people to go out and 'Grab life by the passionfruits' - a mild innuendo used in order to draw older people - Gen X/Y - towards the drink. This campaign also encouraged younger people to drink J2O as the new mascot was comical and appealing to children. The aim of this campaign was to boost sales of the drink by rebranding slightly and introducing Mojo, a mascot that is still associated with the drink.

Building on the original summer campaign, J2O continued to use the image of Mojo when launching their new glitterberry drink over the festive season. They remained consitent in their message as the campaign ran by continuing to show how J2O can cause charm and confidence while linking it into Christmas parties and ceebrations which occur around this time of year. The campaign featured a short video posted on social media which included Mojo dancing and encouraging the potentional customer to have fun and be brave on the dance floor.

The Glitterberry campaign ran from the 1st November 2018-31st December 2018 - purposefully starting earlier than normal for festive adverts to bring increase sales of the drink. As well as the short video advert there was also images such as these shown across social media sites, on billboards and on websites. This advertising campaign aimed to promote the new drink with the same mascot therfore increasing sales of Glitterberry along with the other J2O flvaours. It did this by targetting a wide audience of mainly ages 20-30 who would be going out to parties and events over the festive season. However, it also sucessfully icnluded a younger target audeince due to the continued use of the comical mascot Mojo making the campaign appealing to children at the same time. The campaign targetted a wide range of genders and ethnicities due to the lack of people used in the advertising - as it was just Mojo - meaning no one could be underrepresetned. This campaign was consitnet in the mesage of J2O providing confidence, fun and allowing people to 'find their mojo' - speicifally over the festive period which can be a stressfull time for many people. The campaign represented the target audeince very sucessfully through the use of jokes and Mojo which are appealing to a large range of age groups. As well as this, the festive period was represented through the colour scheme - similarely to the summer campaign by using magentas and purple which connote both parties and winter time as well as reflecting the actual colour of the drink. The logo is shown throughout in order to make the advert recognisbale due to a consitent font and the use of the same green colour within Mojo's collar. This campaign used the bursting model in a start up way in order to gain lots of sales over the festive period by advertising it heavily for several months over the course of events such as Bonfire Night, Christmas and New Year. This campaign calls people to buy Glitterberry over the holiday season and plays on Christmas Carols within the line 'Deck your fridge with J2O'.

This campaign was very effective within promoting J2O Glitterberry resulting in £9 out of every £10 spend over the period the ad ran for being spent on J2O Glitterberry or other J2O products. As well as the print and video adverts, the campaign had a social media presence including #Glitterberry encouraging people to tweet about it and create a social media buzz - increasing sales further. Along with this there were also new J2O glasses given to pubs UK wide with a snapchat code on the side of it - unlocking a new filter when people bought J2O within a pub. This continued the social media buzz and appealed to the target audeince who are heavy users of social media. Overall, this campaign was very sucessful in increasing sales massively and bringng in a new target audience which may not have considered J2O earlier.

Innocent is also a company who sells juices - more specifially smoothies. Over the Easter weekend in 2019, Innocent released a new range of smoothies icluding 'Bolt From the Blue' - a smoothie which caused massive controversy on social media causing a huge campaign to be built around it. 

Innocent orignally revealed the new smoothie on twitter - starting the campaign's incredibly heavy social media presence with the use of a comical venn diagram showing the drink. The tweet attached also stated all of the key things usually said about a product within an advert but repeated the word 'blue' six times during the tweet. This showed the original message of blue campaign which doesnt focus speciaflly on why you should buy the drink but instead on it being blue when it is more of a turquoise colour. This original tweet created a viral 4-day social media argument (similar to the blue/black or white/gold dress that had taken the internet by storm in 2016) consisting of thousands of people insitting the drink was green while innocent replied with sarcastic and witty comments that it was blue. Innocent then cleverely built their entire campaign around the blue drink and the controversy it brought.

To continue the social media buzz, Innocent released several short videos on twitter and youtube over the course of the summer further showing a consitent mesage of the drink being blue and refusing to let the argument over blue or green die down. Innocent also used celebrity endorsement on Duncan from Blue - bringing in a different target audeince who are familiar with Blue's music. Innocent also used #Definitelyblue and a constant repetition of 'blue' in order continue the social media attnetion in hopes that people wpuld see thi and be encouraged to try the new smoothie. Innocent also displayed an understanding approach to advertising which showed they are aware of how the target audeince feels about advertising and the money behind it - comically shown through the coloquial language of 'fifty quid well spent' in the tweet which goes along with the video. 

If the social media hype was not enough, Innocent released a pop-up cafe in London for several days including all things blue and being consitent within the message of the drink being blue. Innocent were incredibly persistent with the blue message in a reaction to the social media controversy and backlash. By opening this pop-up shop it purposefully aggrevated people even more in order to enocurage sales and promote the new smoothie.

Similarely to the J2O Glitteberry campaign, the Innocent Blue campaign also aimed to promote a new drink and increase sales but approached the campaign in a very different way with heavy social media presence and controversial and sarcastic comments in comparison to the softer approach of J2O. Because of this, the Innocent campaign also has a slightly different target audience such as a higher focus on generation Z and millenials who use social media more than other ages. J2O has a simialr approach by using hashtags and snpahcat odes in order to promote Glitterberry but did not have their whole campaign based on social media and a social media argument. Innocent repesents this slightly younger audience through the use of bold sans seriff fonts which would be more appealing to ages 12-30. This campaign also repesents the colour of the drink, much like J2O through the consitent blue colour scheme and use of arrows in all adverts to show the message of the drink being blue. The target audience is also accurately represented thrugjout thi campaign through the use of hashtags and social media jokes. 

The logisitcs for this campaign used the pulsing model rather than the bursting model that J2O used in order to continue the advertising of the smoothie through the year (due to this product not being limited edition like Glitteberry) with the most recent advertisment feautirng the blue message being on the 14th February 2020 - playing on the 'Roses are Red' rhyme. Although the Innocent campaign was more social media based than the J2O Glitterberry, there was a much wider variety of media used from tweets, social media, bus advertisments and even a whole blue cafe. This was sucessful in bringing in a much wider audeince than those who just use social media and keeping the blue advertising message consistent to keep the public aware of the new drink. Rather than just encouraging people to purchase the drink, this campaign encorages them to join in with the argument on social media and to insist that the drink is green - because it is and Innocent are aware of this. By subconsciously encoiraging them to join in with the argument it means sales are increased as the social media buzz is continued and increased. 

As well as all of these forms of advertising, Innocent have also gained input from other brands such as Dulux (shown in the first photo above) to continue the message of it being strictly blue depsite even paint companies showing it as turquoise and green. Both J2O and Innocent must consider the regulatory bodies of Ofcom and the ASA in order to enforce the CAP and BCAP code as both campaigns run across boradcasted and printed adverts. They must both abide by specific food and drink guidelines and make sure they are truthful and legal within the statements they are providing (despite the 'blue' statement not being strictly true). 

Both products are very successful in keeping a constistent message across all medias they advertise across throughout the colour schemes and the key underlying messages of the product. Although both campaigns use social media cleverly to target the audience (which is similar due to both products being juices) Innocent does it in a more effective and successful way by creating a playful and emotional connection via social media and the argument it created. It was also more sucessful due to the interactions Innocent had with others on twitter which J2O did not manage to have making the drink and company seem more personal to encourage people to buy the drink. Both products are also sucessful in using their USP to encoruage people to purchase and try the product. J2O uses their USP of the drink giving the drinker confidence as well as Mojo the mascot while Innocent uses the USP of it being blue which is shown heavily throughout their advertising. 

In conclusion, Innocent may be more sucessful within their apporach to relasing a new product due to the whole campiang being extensive and personal towards the reader. However, J2O's campaign was still sucessful for the limited edition product as shown by the increased amount of sales.