Posterous theme by Cory Watilo

Alternative Advertising

 

Company Name: Ryanair
Project: Ryanair repositioning Campaign 

Brand Background: Ryanair is an Irish company set up in 1985 as a low cost airline. Over the last few years the competency has increased as more business saw the low cost air travel as a good business opportunity. More competition did not effect Ryanair however as they are still a growing company, however they moved from an economic service to a value for money service.

 

Objective of the campaign: The campaign is aimed to represent a few things about Ryanair. First of all it tries to communicate the message that it is easy to book a flight with Ryanair, no hassle just a few minuets and done. Second off all it shows that traveling with Ryanair is easy; it doesn’t take up your whole day, you can just go somewhere for just a few days or even just for part of a day. And lastly is shows that Ryanair is low cost airline; you don’t need to save up for months before being able to afford a flight. This all ads up to Ryanair being an efficient airline. 

 

Target audience? Even though Ryanair is a low cost airline, it is still very attractive for business people, as they really strive to arrive everywhere on time; this is a big priority for business travel. Ryanair has high charges for checked baggage, and therefor people who go on long holidays don’t always see Ryanair as a cheaper option. However for short trips and that includes business trips Ryanair is very efficient. The custom of this is between the age of 18-44 and those from economic background of C2D.   

 

Campaign requirements: Ryanair want the campaign to show how easy and efficient they are. They want the viewers to realize that flying is not a luxury anymore; you don’t need to plan it way in advance, but you can just hop on a plane whenever you feel the need to go somewhere.  They also want to communicate that flying with Ryanair is not just for business occasions or holidays but can be for various occasions.  

 

Alternative advertising ideas

The first idea for alternative advertising for Ryanair would be somewhere that would attract the target audience. A gym in a city would be the location for the first idea, where the shower cabins are transferred into what looks like the outside of a Ryanair plane.  Once inside the shower cabin it will look like you are inside a plane; with windows on the sides displaying a picture of a city centre. Each shower cabin would have a different city. The city would be explained when turning the shower on; an air hostess voice will be heard informing the consumer in a way as would be done on a real flight, where you would be going and how nice it is that you are traveling with Ryanair today.
The aim of this advert is to give consumers the feeling they are actually traveling of to somewhere nice for a few days. A city gym is a good place to target the target audience. By informing the consumer whilst showering they can not get away from the information, as its a unique way to shower the chances are big that they will talk about it with peers and this will create advertising for Ryanair also. However for this to be effective it would have to be a rather big gym, or it would have to produce the same idea through out various gyms to increase the reach of the potential customers. 

 

 

The second way of alternative advertising would directly reach a far bigger audience, however not directly the target audience. A chosen train station would produce Ryanair boarding tickets instead of the usual train tickets. The reason a train station was chosen for this idea, is because many people who travel to work will use the train and this would be the target audience as well as the traveller having to hold on to their ticket throughout their journey and therefore the chances that they will study the information on the boarding pass more closely then they would in other situations. The feel of a boarding pass will automatically bring up the urge for people to want to get on a plane, and the boarding pass will contain information about the fares and options that Ryanair offers.

 

 

 

For the third idea a festival bus was chosen. This due to the fact that the target audience would definitely be on the coach, and as Ryanair is a low budget airline is does not focus on luxury; the chances of festival clients not finding this necessary, however they do enjoy traveling. In this particular situation, an Ryanair air hostess would walk through the coach with a Ryanair trolly handing out flight packages containing items that are known to be used on planes but would also be useful at a festival such as; eye-mask, travel pillow, toothpaste and toothbrush, socks and earplugs. By handing out free items Ryanair would automatically create a positive atmosphere, as consumers would be happy to receive useful items. By advertising on items that will be reused Ryanair will promote for a longer period. And by using an air hostess to hand out the packages the recreation of an flight will increased.

 

 


Ryanair can make it happen.

Ryanair Advertising Brief

  • Company Name:  Ryanair
  • Project: Awareness Campaign
  • Brand Background: Ryanair is an Irish company set up in 1985 as a low cost airline. Over the last few years the competency has increased as more business saw the low cost air travel as a good business opportunity. More competition did not effect Ryanair however as they are still a growing company, however they moved from an economic service to a value for money service.

 

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Media

As everyone has noticed the media has been changing dramatiacallily over the years, this change would mainly be recognisable that a lot of media has shifted from analog to digital and  therefore left a lot of people in the media industry unemployed.

About two decades ago, media was distribututed mainly by newspapers, magazines, television and radio. Until about a decade ago, when everything began to change, very rapidly internet and computers became more popular. Now you can't imagine someone not haveing direct acces to the internet; if not instantly by phone, then they will definatly have a computer, laptop, iPad or some sort of tablet at home. This shows a direct change in the media; if everyone has constant acces to internet and makes full use of this that gives advertising a new oppotunity; advertising through the interenet.
And this has obviously happened, when you now go onto the internet you get bombardered by advertisments from all over your screen, if you click on the wrong 'ok' they will be sending you emails every to often and when you are just searching adveritsments are changing on the side of your screen; this has been a great way to expand advertising. There are so many more ways how they can reach their customers. However, advertisers also have to be more creative, there is so much more competition and the adverts change more often then before, advertisments have become more fast and the difference is with advertising on TV, poeple tend not to notice the adverts; they look over them because they are busy with something else, whereas with TV adverts they take up the whole screen; you can't affoid them, well unless you change the channel. The adverts on the interent therefore need to have something noticable that wil draw attention quickly.

 

2012 New York's Advertising week was given an interesting kick start by staging a memorial service for advertising. Implying that advertising ins't dead; it is reshapin; the centuries-old narrative, interuptive model still endures, however now alongside personal, interactive, invited useful communications. And that seems to be a good thing; advertising is becoming deaper and giving advertisments more shape.

However, the show also meant to say that if advertising doens't keep changing and addapting to social and technoligy shifts, the memorial service might be in need afterall.

 

Something many people do not realise is that Google is an advertising company; in 2011 it made 96% of there $37.9 revennue from advertising. 20 years ago, the sentence 'i'll google that for you' would have sounded like a joke to many people, unlike now; Google is something many many people use to look up everything. This shows that the media changes affect advertising in all sorts of ways; now people refer to Google for everything, some would go as far as to say; if you can't find it on Google it probably doesn't excits! And advertising is all over Google. Not just Google, Facebook and other social media have also become a very big part in advertising, the audience on Facebook is so big, that advertising is so important for a brand. Facebook has the advertising banners on the side of their 'timeline', but it also gives brands the posibility to create their own page; this gives people the chance to like, comment share about the brand; that is a great, free, way for the brand to communicate to the customers; they can keep their followers up to date on the lastest news. Brands can also set up a Twitter page, people can follow the brand and this way keep up to date, 're-tweet' fovorite and reply to their tweets, there are offcourse other social media pages but Facebook and Twitter are the most well known. These are changes in the media that are very now, and very important; if a Facebook page of a brand doesn't have many followers it musn't be very good. Social media are a great way of free advertising for a brand.

 

The changes in the media have affected advertisers, they have had to become more creative and more up to date so they can keep up with the latest technoly and the social media so they can keep addapting to all these changes that are ongoing. Advertisers need to communicate with the consumers onto a personal level, aswell as making the consumer interactive; this makes the adverts more affective and the messages they bring across more usefull.

 

 

 

Reference:

Beale, C. (2012) RIP advertising?No, but the temperature's rising. Campaign haymarket

 

Kennedy, D. S. (2012) Just... Google. Information today vol 29 issue 10

Creativity

To create an Advert it is very important to think out of the box. What does the customer want? Who is the advert aimed at? What kind of Advert will it be? 
Maltesers chocolate, aim their chocolate at weight conscious woman. Chocolate and weight conscious woman are two elements that normally are hard to combine. However Maltesers have made it their mission to give woman the idea that it is okay to eat chocolate. As Maltesers are so light, the women get a prolonged enjoyment time, as each Malteser weighs less then normal chocolate, therefore they can consume more.

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 The print advert ideas shown below, have as a Unique Selling Point (USP) that Maltesers are ‘the lighter way to enjoy chocolate’.

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Idea 1.

This print would be aimed at woman, so the target audience would be the same as in the original advert. The USP is also the same; lighter chocolate. The woman in the advert will be looking like she is preparing a mixture of some sort, therefore weighing out the Maltesers. However because Maltesers are so light the number on the scales remain low, even when the bowl is rather full. This will send out the message that one can enjoy a larger amount of Maltesers than when indulging in other types of chocolate because Maltesers are so light, therefore reducing the guilt that women experience when eating chocolate.

 

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Idea 2.

The second idea is aimed at a different target audience; children. The print advert would still be playing with the idea of the lightness of Maltesers as the USP, however this advert would use humor to target their audience. The lightness and all the air in Maltesers lifts a child up by its schoolbag into the air. What child would not love to fly? It makes the Maltesers chocolate seem fun.

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Idea 3. 
Once again the USP is being emphasized by the fact that an ant is juggling Maltesers. It is an obvious fact that ants are very small creatures, hence for an ant to be able to juggle Maltesers must make Maltesers very light. The adverts would be funny, so Maltesers would be associated with humor, and happiness.

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Idea 5.

This advert will target the female audience woman, similar to the original advert. They are, However, using a different tone to the advert. Here you see a woman dressed in a Maltesers dress and she still looks really good. This is basically saying 'yes I had chocolate and I still look good'. Women will automatically assume that Maltesers is a chocolate that can be consumed and still let you look good.

 


Who's the customer?


LYNX RISE

‘Wake up calls’

Lynx Rise shower gel, is created for males between 15 and 25 (Warren 2010) who need some help to wake up and stay alert (Lynxeffect 2012).  Sometimes guys can find it difficult in the morning, which could have serious effects on their chances with the ladies.
The advert was intended to be funny, sexy but short, as the target audience have short attention spans. The idea was that they would really like the ad and therefore share and comment and therefore create more brand awareness.

 

The campaign wanted to help launch Lynx Rise with a bang, Support the Above The Line advertising strategy; use to characterize media that broadcast and published to a big audience, (Above the Line) and PR and create an integrated campaign. Lynx also wanted the advert to start conversations, gain more of an online presence, and get them to interact with the brand. The ad was launched through various social medias and well placed in blogs and Lad Mag sites. After the campaign Lynx had increased their Facebook fans with 25% the shares, likes, comments and views on all the various media strategies were very successful. This shows that the target audience responded well to the campaign. (Warren 2010)

 

Old Spice
‘The man your man can smell like’

The ‘the man your man can smell like’ advert is a shower gel designed for men. However this advert is targeted at woman, as they want the woman to buy the product for their partners.

The ad makes the assumption that men use their partners shower gel and therefore smell like woman. What woman would want that? The character in the advert plays on woman’s mind, he’s on a boat in a nice holiday place, he has diamonds and tickets ‘for that thing you love’ and then finishes on a horse on a beautiful beach. It’s like the ideal scenario for any woman and he makes out he is the ideal man, so women want their man to be like him. The ad wanted men and woman to start a conversation about body wash; something that does not come up in a conversation very often. (Old spice: the man your man could smell like).

This ad is working on sex appeal and desire. The half naked attractive man is aimed to attract woman’s attention, men do not respond well to naked men in adverts, where as woman do (Warren 2010).

The ad is intense, it engages you, ‘Look at your man, now back at me’ practically forces woman to do what the character says. The advert is not a ‘laugh out loud’ funny, it still plays on humor; the character is so serious but what he says and does is actually quite unrealistic.  

 

Solomon et al suggest that sexually suggestive subliminal advertising might influence consumer’s feelings, rather than their cognitive responses, towards advertisements. A funny ad inhibits the consumer from thinking of reasons why he or she doesn’t agree with the message, thereby increasing the likelihood of message acceptance. Humor is more likely to be effective when the brand is clearly identified and the funny material does not swamp the message. When we laugh or smile we feel good. These good feelings then have a halo effect. They put us in a good mood, which makes us see the product in a more positive light. (Solomon 1999).

 

A big difference the 2 adds have is that Lynx is creating an image of someone you can relate to but need to change. Burke (cited in O’Shaughnessy and O’Shaughnessy 2004) believes that for one to target an audience you must speak to them in their own language. This will then help identify them with the brand. They will develop favoritism as this offers the feeling that the brand is designed uniquely for them. Whereas Old Spice wants you to identify with the ad as something you would want to be. Peoples feel of identification towards a brand can be due to what they see within the advertisement; the consumer does not recognize themselves in the advert, but see’s how they would like to be. Therefore they are persuaded to purchase the product, aiming to become comparable to what they have seen in the advert. (O’Shaughnessy and O’Shaughnessy 2004).

 

Till and Priluck (2001) suggest that another way to develop favoritism towards a brand is to visually pair up a neutral conditioned encouragement, such as an unknown brand, along side a product that naturally produces a positive response: a unconditioned stimulus. This way the unknown brand will automatically be associated with the unconditioned stimulus, and later the brand alone will receive a similar pleasant attitude. This is called the theory of Classical Conditioning (Stuart et al 1987).  Old Spice has also used this by associating diamonds, a good body and a holiday with the shower gel. Woman will think of these elements when they think back at the Old Spice body wash.

 

So both the shower gels, that are similar products are obviously aimed at different types of consumers; Old Spice is aimed at woman and who want their man to smell nice. Whereas Lynx Rise is aimed at younger men, who want to impress girls.

 

 

Reference:

 

Above the line (no date) Businessdictionary.com Available from: http://www.businessdictionary.com/definition/above-the-line.html [Accessed 11th November 2012]


LYNX (2012) Available from: http://www.lynxeffect.com/uk/lynx-products/rise
[Accessed 9th November 2012]

Old Spice: The Man Your Man Could Smell Like ( 2011) Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=bbdb1157-4f4e-4bac-a2f6-c587ab561816&q=the+man+your+man+can+smell+like [Accessed 10th November 2012]

 

O’Shaughnessy, J. and O’Shaughnessy, N.J. (2004) Persuasion in Advertising, London, Routledge

 

Solomon M., Bamossy G., Askegaard S. and Hogg M. (1999) Consumer behaviour. Harlow, Pearson Education Limited, 

Stuart E.W., Shimp T. A. and Engle R. W. (1987) Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context. Journal of consumer research, 14, 332 -349

 

Till B. D., and Priluck R. L. (1998) The persistence of Classically Conditioned Attitudes. Journal of advertising, (25) 1, 23-32

 

Warren T. (2010) Direct Marketing AssociationUnilever: New Lynx Rise Wake Up and Stay Alert. Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContent... [Accessed on 10th November 2012]

 

Wieden + Kennedy (2012) Old Spice Body Wash: Response Campaign. Available from http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?ID=fa53d598-42dc-456f-a462-9deae703055d&q=the+man+your+man+can+smell+like&MasterContentRef=fa53d598-42dc-456f-a462-9deae703055d [Accessed 10th Novermber 2012]