1. Unit 1 Presentation By Caleb Browning 2. Contents Slide 3 P1: AMV BBDO agency profile Slide 9 P2: Print Case Study on WPP Slide 15 P3: Audience Research Slide 22 P4: Distribution Channels Slide 28 P5: Legal and Ethical Issues 3. Agency Profile: AMV BBDO 4. Ownership of AMV The agency is owned by BBDO, a huge advertising company branching out globally. It is 6th in the top 50 advertisement agencies in the world. AMV is one of these child companies to the parent BBDO. It was formed by David Abbott, Peter Mead and Adrian Vickers in 1979. 5. Operation Model and Products The business model across BBDO used is known as Allied-unrelated; where the different companies under the BBDO banner all are given core components to start up the company without help from others. However, clients and customers may be shared across the board. Some of the products that AMV BBDO have worked on are very prestigious; one example of this is the Youre not you when youre hungry campaign created for Snickers. It worked so well when it was released that the campaign saw some double digit growth in value sales in some channels as well as an increase of 705,000 sales of Snickers in comparison to the last year in England. 6. Snickers Googel 7. Market Position and Competitors AMV themselves are the biggest agency in the UK, working with 92 brands. However, BBDO is absolutely huge being the third largest agency in the world, with 288 offices in 90 countries. BBDO is rated the 6th top ad agency in the world based on statistics from their online presence rated by http://www.top50adagencies.com/ . However, BBDO has been crowned Network of the Year 5 times at Cannes, and is currently ranked the most creative agency in the Gunn Report. 8. Ad Agency Online Presence 9. P2: Print Case Study M1:D1 10. WPPs Client: 11. Adverts created: 12. Purposes, genre, and forms. Arcelik is a leading household appliances brand in Turkey, ranging from dishwashers to televisions. WPP, under the child company Y&R Istanbul was hired in 2010 to launch a collection of advertising campaigns to demonstrate the environmental positives of the products of Arcelik. The form that these adverts could have been distributed as could be as newspaper adverts due the usage of purely black and white colours. The advertisements were created to show a combination of the electrical side with a combination of the electrical side of the company with the environmental issue of global warming. The most important part is that the text must stand out and be snappy, as well as look eco- friendly. 13. Content, style, meaning The style of the advert is simplistic but with deep meaning. In each advert that WPP created, the use of purely B&W advertising creates a professional look and also cuts down on costs on ink. The use of a whale is a brilliant figurehead of Nature because it is so peaceful. This almost as a guilt-trip device to the customers. The whale is a direct reference to Nature. Arcelik want to show that electrical appliances are using up more energy than they should; therefore consuming nature. I picked this quote out of the work that I had done because it involved the description of the use of how the advert is suggesting that your electrical appliances were consuming nature. The whale is a direct reference to Nature. Arcelik want to show that electrical appliances are using up more energy than they should; therefore consuming nature. They took this approach because it uses subtlety to point towards their environmentally friendly televisions. By saying DO NOT CONSUME THE NATURE! with capitals to indicate emergence but below that to include less energy consuming, green LCD TV points the customer in their direction subliminally. The use of the buzzword consuming allows a link to the message of the advert to the product. 14. Production process of the advert Planning: the focus of the advert is specifically on the brand of televisions due to the figure of 45% less energy is used, and consumes no energy when left on standby. The message is eco-friendly all over. Pre-production: The work required before the actual creation of the advert would have involved using mind-maps to come up with a design that can engage with the audience. They achieved this by creating the illusion that the wire would be coming from towards the audience. They then had to create a relation from nature to the product being advertised. This was achieved by including the animals in the wire as the animals chosen are considered magnificent creatures of the wild. Production: the next part of the production process would have been to understand the reach of the advert and how they could maximize this while spending as little as possible. The advert would then be handed over to the artists at WPP to create, while Y&R Istanbul would be making last minute changes to make the best possible impression on the product. Post-production: The last part of the production process would involve finalizing details as well as checking to see if all requirements had been fulfilled for the advert. For example; whether it met budget costs. 15. P3: Audience Research 16. Adverts used: 17. Brief of Audience Research I took two Snickers adverts that were created within the BBDO corporation (produced by IMPACT BBDO in Dubai) and I showed them to my friends and relatives of different ages to ask them three questions that would: Find out their initial response and reading of the adverts Upon closer inspection the relationship and understanding of the advert And if the advert makes them want to buy a Snickers after seeing the advert. 18. Analysis of the data collected The first impressions for the advert are very varied; for example, Vikki Browning, Person A thought that while it was eye-catching, on further inspection of the second advert it was quite offputting! while Person B completely disregarded the advert and said that he did not care, nor care to understand what the advert means. This in comparison to Person C saying that she felt uneasy and Person D saying it made her feel confused, scared and intrigued at the same time! For the older generation (my grandma and grandpa) the overall thoughts of the advert were that while it was a clever concept, they wouldnt buy Snickers as the advert didnt leave a positive image of the brand. This could be because the image itself came across as a bit scary or sinister. For the students, both of the girls thought that they could see potential in the product from this advert; I think its a fantastic way of representing the advert, very obvious the two were linked but very different as well! Georgia Challands, Person D The print itself is eye-catching and makes you think into the meaning of it, therefore it successfully stands out and draws more attention to the product. Hannah Gautrey, Person E What we can see from this is that while the older generation appears to not interact with the advert in the same way as the younger generation due to how they see it. The correlation does not seem to be anything about spending power, interests or gender but actually about age instead. 19. What could be done to make the product more attractive to maximize reach The elder generations complained that it was too complex but also quite intimidating at the same time. This may involve the mad scientist image being very convincing. One way this could be targeted and dealt with is by making the image of the mad scientist less threatening and sinister as well as the Including an image of the chocolate bar itself in the advert could be an USP because it shows the significance of the chocolate to catalyze the effect. The switch-over from Get Some Nuts campaign to the Youre not you when youre hungry campaign was a wise decision because it targeted the lad audience who want to man up but the question that should be asked is what could the campaign do to extend the reach to the elder generations? One solution could be involved older celebrities shown performing while also getting transformed from being undesirable. 20. P4: Distribution Channels 21. Videos used: https://www.youtube.com/watch?v=18ya0-OZ58s https://www.youtube.com/watch?v=qIVDxL2lgN4 22. Social Media Social media has become a huge part of every-day life of the modern UK person. Mars Inc found a way to use this to their advantage via the social media platform Twitter by using celebrities to advertise their campaign. This included tweets from TV celebrities such as Katie Price, footballer Rio Ferdinand and boxer Amir Khan. Some of these examples include Rio Ferdinand talking about knitting, and Katie Price commenting of Chinas GDP. This allowed Mars Inc connect with a different type of audience and achieve a higher reach. It is estimated that the reach of the social media campaign achieved 27 million while only costing 70,000. 23. Celebrity Endorsement Celebrity endorsement is one of the easiest ways to gain support for your product. The reason for this is because celebrities often have a large following of people due the interest in the characters. One example of this is Mr Bean (Rowan Atkinson) who was involved in a 2014 Snickers commercial. Because of this, the advert went viral with over 5 million views. 24. Examples of Social Media Interaction 25. Super Bowl an expensive but extreme payoff The average cost for a Super Bowl ad (which if we cut back earlier is the Betty White one) is said to around $4m. However, the reason why the cost of the advertisement is so worth the exposure your brand would get is simply based on how many people actually watch the Super Bowl - with the last Super Bowl (2014) having had a whopping 111.5m viewers. Because of the extreme amount of reach that the adverts Super Bowl reach out to, the cost of $4m becomes suddenly a very small number. For a large company such as the creators of Snickers (Mars Inc) it becomes a very small cost for such a huge expansion to their viewer base. 26. Conclusion about distribution channels & advertising Social Media is becoming much more prominent in advertising, and with this comes ever-increasing in Word of Mouth advertising. Celebrities say something ridiculous and funny, then say that Snickers stops them from being out of character. People retweet or share the messages and it spreads from then on. Celebrity endorsement is popular because of the following the celebrities have. This attracts a new fan- base to your product. TV Advertising can be very effective, especially on the much larger scale such as Super Bowl if the advert is just as effective. 27. P5: Legal and Ethical Issues 28. ASA are the regulatory body that is used to make sure that every advert created is created on a fair playing field for every business. They also respond to the concerns from the members of public and check to see if the advert could be taken offensively, if it is misleading or if it is offensive. 29. ASA Part 2 The ASA consists of 13 people for the council, of which these 13 people can still on the council for a maximum of 6 years (in three year increments). They have written two codes: "The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) applies to advertisements across media including newspapers, magazines, billboards, posters, leaflets, mailings, e-mails, texts and on UK based company websites. The UK Code of Broadcast Advertising (BCAP Code) applies to the content and scheduling of television and radio advertisements (including teleshopping). It also covers programme sponsorship credits on radio and television services but complaints about these are handled by Ofcom. 30. The Snickers Social Media extended As mentioned before in the last few slides about the Snickers advertising via Twitter, the reach that was achieved also helped raise sales. The act of being so out of character simply by itself caused a media storm as people wondered how Katie Price got around to talking about Chinas GDP figures. 4 other celebrities such as Rio Ferdinand and Cher Lloyd followed suit. The reaction to this was both shock but also interest displayed by the public, and due to this and the handing out of Snickers in the London Tube as emergency snickers for those who displayed signs of hunger. This in turn created an increase of 705,000 sales of Snickers for that year. However, this was not just that easy. The campaign sparked two complaints about Rio Ferdinand and Katie Price advertising as not being obvious forms of marketing communication. However due to the use of the hashtag #spon - the hashtag for sponsored content was used to show specifically that Snickers was sponsoring the celebrities after the digital campaign had been checked with the CAP Code. Therefore, no action was taken. 31. Betty White: Snickers & Super Bowl This is the 2010 Super Bowl snickers advert that restarted the Youre not you when youre hungry campaign. The representational problems that could exist with this advert is that it could give the impression that older people are weaker not only physically but also mentally. This could come across as offensive to older people - however it would be a long shot as it is meant to be comedic to the majority of the middle-aged to younger audience. It is giving the impression that if you eat Snickers, you will be a stronger and better person, which is what appeals to our fight or flight instincts. To add on to what I wrote in the last paragraph, this type of advertising could be seen as quite aggressive because it is declaring that you are weak in a subtle way without Snickers. It holds the same message as the Get some Nuts campaign, however it does not declare it so publically. https://www.youtube.com/watch?v=OTPJYZLD6L8 32. Thank you for watching! 33. Bibliography AMV logo: http://www.amvlab.com/wp- content/uploads/2011/05/About_AMVBBDO.jpg WPP Campaign and advert: http://www.wpp.com/corporateresponsibilityreports/2010/the-impact-of-our- work/sustainability-in-marketing/campaign-dont-consume-the-nature.html Guidelines of Production Process: http://smallbusiness.chron.com/advertising- production-process-45162.html Portraits of founders of AMV: http://www.benschott.com/wp- content/uploads/2012/05/amv-schott.jpg - http://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/618/?sURL=http://offlinehbpl. hbpl.co.uk/News/OMC/Mead_Peter_cdp_03_rt-20130731010330339.png - http://www.thedrum.com/uploads/news/168316/davidAbbott.jpg