UNIT 9 P4
Explain the
reasons behind the choice of media in a successful promotional campaign
Dear imthemanager@advertisingagency.com,
The campaign I have decided to discuss is the Skoda cake advert. This because it was an extreme success and has raised the businesses sales along with the awareness of Skoda as a brand. In this email I will evaluating and discussing the different choice of media that was used for the campaign.
Video was used for this campaign because it is more realistic and more people can actually visualise it rather than them seeing a flat photo of it and not being able to see what the car looks like in different angles. It was distinctive and interesting which is because it was unique and stood out from other mainstream car adverts which are all very similar. Using video appeals to a younger audience because it is more exciting to them rather than the older generation who don't care about new technology or the fasted, updated cars. The Skoda cake advert was target at couple aged 35 and over which is why it used video to appeal to this target group. Any product wouldn't really sell if all we were able to see was a flat photo of it, especially being a car people would want to see what it looks like and the features etc. People are not going to buy a car if they don't see what it looks like before because it is a big purchase for most people and a lot of money therefore they wouldn't just buy a car from looking at a flat photo of it. Because of the adverts exclusivity, people were frequently talking about the advert which spread awareness of the brand because it made the brand strong because if people like the advert, they will do more research about the brand and may buy a car or ask enquiries they have which is why campaigns are such an important factor in the promotional mix.
This advert is an example of an international campaign because the car itself is an international car there people around the work are able to see this advert and piracies it, it isn't a car limited to a specific area such as the Vauxhall Adam Capital which is only available to buy from London stores. At first the campaign was launched on YouTube in 2007 and now, in 2016 it has reached 825000 views. Skoda also advertised it on different TV channels such as ITV. Channel 4, Channel 5; this was successful with brand awareness and increases sales because these are popular channels and popular timings so therefore a wide range of people would see the campaign. The benefits of being an international campaigns are huge, one of them is because online videos can go viral e.g. YouTube. Adverts get put on YouTube and loads of people talk about them which gets more people to look at the videos and people share them on social media and this makes the video go viral which also makes it go international because people from all over the world will be talking about the advert and can access it. This campaign went international because it is a unique advert which hasn't been done before and people like the idea of the car being made from sweets and cake mixture as this appeals to a lot of people. From being an international campaign, this increased Skoda's sales because a wide range of people saw it.
The advert was a huge success, yet there was an enormous amount of money spent on producing this advert, their budget was around £500,000. This specific advert was costly because firstly it was an advert for a car which are expensive to product and the resources cost a lot, like maintenance, equipment, lighting, ingredients for the cake, producers, personnel etc. The car took exactly 4 days to film which is a long time for a 30 second advert however, they wanted to make sure the advert was perfect and it takes a long time to product a car from scratch out of cake!! The reason for it being costly was because they wanted it to get maximum coverage because they wanted a lot of awareness which is what they got. In the advertising industry, the more money you spend, the more viral it becomes. Skoda created a fudge freshener to give to existing customers to entice them to buy more products from Skoda and to create customer loyalty. By creating a fudge freshener, it links well with their cake advert because it relates to the song in the advert and the cake itself. However, this cost Skoda money as they sent them to all their existing customers to gain customer loyalty as well as new customers to entice them to the brand. By giving the freshener to existing customers it will make them tell people how good the brand is and they will feel a sense of loyalty to the brand therefore they will gain sales. Skoda have their own website where they advertise their new sales, offers and other information relevant at the time. This is useful because if people want to find out more about Skoda from the advert they can easily access their website and find out all the information yet, their website did not cost them anything to make as it was free to set up.
The promotional objective of the advert was to create awareness and increase sales for the business to make a profit. This helped Skoda because it promoted the business and it got it know in a lot of different areas as it went viral. Skoda got a lot of enquires about the car following up from the advert as it was only 30 seconds so all the information about the car wasn't included in the advert yet the cake advert sold the car to many people as they instantly bought the car from seeing the advert. The advert drew many people to want to test drive the car to see how it feels as they liked the car on the advert. Also, a lot of people visited the Skoda website and browsed the different products and services they have on their. By choosing something different and unusual to base an advert on e.g. Cakes. People will be more intrigued in it and more likely to remember that advert because it will stick with them longer than a few car adverts all being the same about a car driving fast. When people think of cakes now they will instantly link the cake to the Skoda cake advert.
The adverts target audience was targeted at couples aged 35 and over looking for a new car. The reason why this advert appealed to this target audience is because in the advert the car was orange therefore this is a unique colour and stereotypically a women's car and therefore this may make women persuade their partners to buy them that car or to buy it themselves. Skoda Fabia's streamline is "smaller, helpful features" which implies it is a small car however, it has useful and cool feautures. An example of one of their helpful features include hooks for carrier bags in the boot to keep customers shopping bag upright. It is statistically proven that women buy smaller cars rather than men as well as buying two tone colours. An example of this is a Fiat 500. It is proven that more women buy Fiat 500's because they are small and come in loads of different colours. It is more likely that men buy sport cars more than women do which is why the target audience for the Skoda adverts is couples aged 35 and over.
This advert used a lot of emotion in it to give the car a personality. The types of emotion used were; humour, happiness, unity etc. The conversation for the commercial to build a car out of cake came from creative directors John Allison and Chris Bovill whilst sharing cake on Valentines Day therefore this was a creative and imaginative idea to have for a commercial which is why it was such a success. This was a unique advert which is why is why it gave off a sense of happiness and laughter because it is so different to all the other car adverts that have already been out there. Skoda produced such a successful advert that it got such a positive response it won multiple awards along with getting Skoda a great deal of business. It is amazing that it got such brand recognition without anyone even seeing the car.
Dear imthemanager@advertisingagency.com,
The campaign I have decided to discuss is the Skoda cake advert. This because it was an extreme success and has raised the businesses sales along with the awareness of Skoda as a brand. In this email I will evaluating and discussing the different choice of media that was used for the campaign.
Video was used for this campaign because it is more realistic and more people can actually visualise it rather than them seeing a flat photo of it and not being able to see what the car looks like in different angles. It was distinctive and interesting which is because it was unique and stood out from other mainstream car adverts which are all very similar. Using video appeals to a younger audience because it is more exciting to them rather than the older generation who don't care about new technology or the fasted, updated cars. The Skoda cake advert was target at couple aged 35 and over which is why it used video to appeal to this target group. Any product wouldn't really sell if all we were able to see was a flat photo of it, especially being a car people would want to see what it looks like and the features etc. People are not going to buy a car if they don't see what it looks like before because it is a big purchase for most people and a lot of money therefore they wouldn't just buy a car from looking at a flat photo of it. Because of the adverts exclusivity, people were frequently talking about the advert which spread awareness of the brand because it made the brand strong because if people like the advert, they will do more research about the brand and may buy a car or ask enquiries they have which is why campaigns are such an important factor in the promotional mix.
This advert is an example of an international campaign because the car itself is an international car there people around the work are able to see this advert and piracies it, it isn't a car limited to a specific area such as the Vauxhall Adam Capital which is only available to buy from London stores. At first the campaign was launched on YouTube in 2007 and now, in 2016 it has reached 825000 views. Skoda also advertised it on different TV channels such as ITV. Channel 4, Channel 5; this was successful with brand awareness and increases sales because these are popular channels and popular timings so therefore a wide range of people would see the campaign. The benefits of being an international campaigns are huge, one of them is because online videos can go viral e.g. YouTube. Adverts get put on YouTube and loads of people talk about them which gets more people to look at the videos and people share them on social media and this makes the video go viral which also makes it go international because people from all over the world will be talking about the advert and can access it. This campaign went international because it is a unique advert which hasn't been done before and people like the idea of the car being made from sweets and cake mixture as this appeals to a lot of people. From being an international campaign, this increased Skoda's sales because a wide range of people saw it.
The advert was a huge success, yet there was an enormous amount of money spent on producing this advert, their budget was around £500,000. This specific advert was costly because firstly it was an advert for a car which are expensive to product and the resources cost a lot, like maintenance, equipment, lighting, ingredients for the cake, producers, personnel etc. The car took exactly 4 days to film which is a long time for a 30 second advert however, they wanted to make sure the advert was perfect and it takes a long time to product a car from scratch out of cake!! The reason for it being costly was because they wanted it to get maximum coverage because they wanted a lot of awareness which is what they got. In the advertising industry, the more money you spend, the more viral it becomes. Skoda created a fudge freshener to give to existing customers to entice them to buy more products from Skoda and to create customer loyalty. By creating a fudge freshener, it links well with their cake advert because it relates to the song in the advert and the cake itself. However, this cost Skoda money as they sent them to all their existing customers to gain customer loyalty as well as new customers to entice them to the brand. By giving the freshener to existing customers it will make them tell people how good the brand is and they will feel a sense of loyalty to the brand therefore they will gain sales. Skoda have their own website where they advertise their new sales, offers and other information relevant at the time. This is useful because if people want to find out more about Skoda from the advert they can easily access their website and find out all the information yet, their website did not cost them anything to make as it was free to set up.
The promotional objective of the advert was to create awareness and increase sales for the business to make a profit. This helped Skoda because it promoted the business and it got it know in a lot of different areas as it went viral. Skoda got a lot of enquires about the car following up from the advert as it was only 30 seconds so all the information about the car wasn't included in the advert yet the cake advert sold the car to many people as they instantly bought the car from seeing the advert. The advert drew many people to want to test drive the car to see how it feels as they liked the car on the advert. Also, a lot of people visited the Skoda website and browsed the different products and services they have on their. By choosing something different and unusual to base an advert on e.g. Cakes. People will be more intrigued in it and more likely to remember that advert because it will stick with them longer than a few car adverts all being the same about a car driving fast. When people think of cakes now they will instantly link the cake to the Skoda cake advert.
The adverts target audience was targeted at couples aged 35 and over looking for a new car. The reason why this advert appealed to this target audience is because in the advert the car was orange therefore this is a unique colour and stereotypically a women's car and therefore this may make women persuade their partners to buy them that car or to buy it themselves. Skoda Fabia's streamline is "smaller, helpful features" which implies it is a small car however, it has useful and cool feautures. An example of one of their helpful features include hooks for carrier bags in the boot to keep customers shopping bag upright. It is statistically proven that women buy smaller cars rather than men as well as buying two tone colours. An example of this is a Fiat 500. It is proven that more women buy Fiat 500's because they are small and come in loads of different colours. It is more likely that men buy sport cars more than women do which is why the target audience for the Skoda adverts is couples aged 35 and over.
This advert used a lot of emotion in it to give the car a personality. The types of emotion used were; humour, happiness, unity etc. The conversation for the commercial to build a car out of cake came from creative directors John Allison and Chris Bovill whilst sharing cake on Valentines Day therefore this was a creative and imaginative idea to have for a commercial which is why it was such a success. This was a unique advert which is why is why it gave off a sense of happiness and laughter because it is so different to all the other car adverts that have already been out there. Skoda produced such a successful advert that it got such a positive response it won multiple awards along with getting Skoda a great deal of business. It is amazing that it got such brand recognition without anyone even seeing the car.
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