2. CONTEXT OF ADVERTP1: DESCRIBE AN EXISTING MEDIA ADVERTISING CAMPAIGN.
The concept of this video is related to a true event which was
Christmas day during WW1 in 1914. In addition to this, the
advert is used to promote Sainsbury's brand identity, through
the emotions of the advert, and by reminding people of the true
meaning of Christmas.
For shopping at Sainsbury's during the Christmas period.
3. WHAT HAPPENS IN IT?
In the 3m 40sec film, there's a British soldier who hears German troops
singing ‘silent night’ and the soldier ventures into the barbed wire, before
soldiers from both sides join him and shake hands. They play a game of
football and after the game, the British soldier slips a gift into the pocket of a
German soldier, who unwraps it to find a chocolate bar when he returns to
his side of the battlefield.
What is being sold is the ideology. Not physically
saying to purchase an item. It is basically
planting a seed into people’s mind, so that they
can purchase from Sainsbury's, due to the
remembrance of the advert. USP is the message
of sharing mainly during the Christmas period.
Sainsbury's also decided to agree to donate all profits made
from the sale of the £1 chocolate bar that features in the
advert to the RBL. The campaign will raise awareness and
funds for the Legion. Which shows a great sign of Altruism
from the company, which also links with the message of
Christmas which is about sharing, and doing things out of
desire to help others.
4. HOW DOES THE NARRATIVE
WORK?
The storyline works by basing it around WW1 by starting off with ‘Christmas
Eve 1914’. The narrative structure within this advertisement is the cross-
cutting between German and British trenches. We are then introduced to two
men Jim and Otto, and within this narrative, they are purposely chosen to
look alike, although being on separate sides, the narrative shows clarity in
terms of how they were the same. In addition to this, we as the audience were
able to easily identify with them, as they were shown to us as heroes.
Sainsbury's Christmas advertising campaign, uses emotive language and their
own opinions as to what events could of taken place on Christmas eve 1914.
(Football match hasn’t not been confirmed)
5. WHERE DID THE IDEA COME FROM?
The idea follows the public response to the exhibition of thousands
of ceramic poppies in the moat of the Tower of London to
commemorate 100 years since the start of the first world war.
Sainsbury's Christmas advertising campaign, received various
criticism such as, the fact that they used war to sell food. In
addition to this there were criticisms such as, they used a serious
cultural event and trivialized it. This led to various reviews from
pundits and other personalities, saying that Sainsbury‘s rather led
people to remembering war. In addition to this, Ethical concerns
were raised, as this campaign led to various people questioning
how the families of the war victims may feel, and whether they may
take offence to the campaign. However, some argue that
Sainsbury's redeemed itself, by raising money for the Royal British
Legion.
6. M1: EVALUATE DIFFERENT CROSS
MEDIA ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.
Retailers, such as Sainsbury's and John Lewis use advertising campaigns mainly during
Christmas, to promote products or services across a wide range of media. Sainsbury's
and John Lewis’s campaign, always show a consistent message , from their Christmas
advertising campaigns . It can make you feel warm inside, as well as touch your
emotions, and sometimes make you teary. More often these Christmas advertising
campaigns , are shown to be more emotional, rather than humorous. Many retailers,
who have Christmas advertising campaigns, use these ads not to just promote
products, but also sell their brand and allows for customers to further engage. It also
promotes the message of Christmas, which is mainly acts of kindness, giving and
sharing.
7. M1: EVALUATE DIFFERENT CROSS MEDIA
ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.
In 2015 John Lewis’s Christmas advertising campaign was the “ManOnTheMoon” which was aimed to raise awareness
for Age UK. This was a heartwarming and very tear-provoking advertising campaign, which involved a young girl who
spots an old man living in a shack on the moon, through her telescope. After trying to find many ways to contact
him, she eventually manages to send a telescope up to him. They finally make eye contact, and then a slogan appears
saying; “Show someone they’re loved this Christmas”.
The message behind this advertising campaign, is to raise awareness for the elderly who go through loneliness. As
research has shown that 400,000 older people are worried about being lonely at Christmas. So this advertising
campaign will help raise awareness of the issue of loneliness, and this will allow for people to support in any way they
can. The costs of this advert was £7m, however the company made a £24m profit. This advertising campaign is
mainly targeted at families, and this will be shown on most TV channels. The song “Half the world away” which was
originally written by Noel Gallagher, helped the campaign and further led to the emotional connection which viewers
will feel. This helped both raise the brand identity of the company, and Noel. Especially for Noel, as it led to more
downloads of the song, which was available on music download platforms, such as ITunes.
8. M1: EVALUATE DIFFERENT CROSS
MEDIA ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.
In 2015 Sainsbury's Christmas advertising campaign “Mogs Christmas calamity "which was aimed to raise
awareness for reading and literacy skills. And the proceeds will be given to the charity “Save the Children
to improve child literacy in the UK”. Instead of going for a more emotional, teary advert. Sainsbury's
decided to go ahead with some family humor. The story is about an accident-prone cat that finds herself
causing havoc within the kitchen and setting fire to the Christmas tree, luckily then dials the fire brigade
whilst walking over the telephone. And ends up saving the day. With the house burnt, all the neighbors
come together to share on Christmas day, which shows the spirit of Christmas. Not only was this
Christmas advertising campaign on TV, but it was also advertised on social media sites, such as YouTube
and Facebook. Which is used as a cross media campaign, for it to be shared. In addition to this, the advert
could potentially be promoted at cinemas. S well as on websites to help raise awareness. As it is linked
with a charity, the campaign will go on the charities website, to further raise awareness. Sainsbury's
general target audience, will be adults from the ages of 18-30. In addition to this, according to the NRS,
Sainsbury's is more suited to the individuals who find themselves within the ABC1 category.
9. M1: EVALUATE DIFFERENT CROSS
MEDIA ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.Looking at these two adverts, both adverts are about
sharing and sentimentality: there's not a single product in
the Sainsbury's advert that you can buy in store, and John
Lewis has put no emphasis on its product, saying “it has
no plans for a rush on telescopes.”
In contrast to the other retail Christmas advertising
campaigns . The Burberry advert of 2015, rather looks at
their heritage. The Message is buying into 100 years of
history, development and quality. Within the advert they
weren't actually promoting a product, but advertising their
brand. Burberry use famous people within their adverts, to
help attract more audiences, their audience is ABC1, as it
is a high end brand. Burberry's advert connects to the
other companies (John Lewis and Sainsbury's) adverts in
someway, but its different as it doesn’t advertise the
sharing and caring spirit of Christmas, as well as not
showing any consistent message of Christmas, in terms of
giving. But rather the message of buying into a well known
brand.
