M 1 Evaluate different cross media advertising campaigns

M 1: Evaluate different cross media advertising campaigns for consistency of message. Mehreen Haq

L’Oréal Paris and The Prince's Trust "All Worth It" Campaign, created by Mc. Cann London The ‘All Worth It’ campaign, created by Mc. Cann London with media partner Maxus, sees 15 ambassadors including Dame Helen Mirren, Cheryl, Katie Piper, Marcus Butler and Louisa Johnson sharing their own personal stories in a series of films highlighting how they have been affected by self-doubt. This campaign is aimed at everyone of all ages, gender, religion, disability etc The ambassador films are available online and supported by extensive social, national press, magazines and large format out of home activity, including a spot at the iconic Piccadilly Circus billboard site. Furthermore, it was a very successful and appropriate campaign. The partnership helps young and old people feel accepted and valued for who they are and make sure that they get the support they need to make the most out of life. I like this campaign as it focuses around Selfworth and shows how it has always been a core value for the L’Oréal Paris brand. It demonstrates equality and vast personalities are all beautiful.

John Lewis and Age UK “Man on the moon” Christmas advert John Lewis had partnered with Age UK to raise awareness of isolation among the elderly. They called the campaign "man on the moon". The advert was created by Adam & Eve/DDB and went viral online The advert opens on six-year-old girl called Lily who uses a telescope to look at the moon and then finds an old man living sitting there, lonely. She tries various ways and means of communicating with the old man and ultimately succeeds, using balloons to float him a gift which is another telescope, that allows him to connect with the world. The advert ends with the line "show someone they’re loved this Christmas" and the soundtrack is a cover of Oasis’ Half The World Away. I really like this advert for many reasons such as its unique, doesn’t have a typical Christmas theme. Also because it has a emotional storyline and creates awareness. The target demographic audience is all ages as the styles used can be seen and understood by most ages. The camera shot shown for psychographic appeals. They kept the background very dull and simple to focus on the characters. It was featured on many platforms such as You. Tube and Facebook. It was a successful advert as it has a similar concept to amazon ones (connects emotionally with viewers).

Beats 'The Game Before The Game’ campaign The Game Before The Game' shares the pre-game rituals of football players, fans and celebrities around the world. The campaign launched with a five-minute film on You. Tube and parts were featured on television during the World Cup. The film like ad stars some of the world's greatest footballers for instance Neymar Jr, Goetze, Sturridge, Fabregas, Suarez, Chicharito, Van Persie, Schweinsteiger, and features their authentic pre-game rituals. The campaign goals were to position Beats at the heart of World Cup 2014, take over coverage around athletes, be part of the biggest World Cup moments, increase online engagement amongst football fans and be the number-one-selling headphones of the World Cup. It had an 18 -35 age target market. It resulted in a $50 m in PR value, 26 m+ views on You. Tube, 1, 502, 265, 009 global impressions, 33% growth in You. Tube subscribers and 130% growth in online headphone sales. I liked this campaign as they set themselves apart from all other athletic commercials in order to command attention. Also because Beats understands the emotional connection fans have to soccer and elicited these emotions throughout the video. Beats also included celebrity cameos such as Lil Wayne, Nicki Minaj, and Serena Willams to bring more relevancy and intrigue to its target audience which is the younger generation.