P1 & M1 Campaign

1. P1: DESCRIBE AN EXISTING
MEDIA ADVERTISING
CAMPAIGN
BY SADIYA MIAH
Unit 20:
Assign-
ment 1

2. The concept of this advert is that they related to a true event which was Christmas Day during World War 1 and
they decided to make this advert because it has been 100 years since the start of it.
The storyline works by basing it around WW1 by starting off with ‘Christmas Eve 1914’ and showing the two
men (in the trenches) that look similar appearance wise but are from the two different sides, coming together for
the sake of celebrating a joyous day.
The campaign for this advert was to ensure people realise as to what Christmas actually means to some people
if it could stop the war. It shows togetherness and forgiveness as well as gratitude.
An advert was created to help with this campaign with the knowledge that not many people watch adverts on
TV but this advert was also put on online platform such as YouTube where it would not allow you to skip or
would allow you to skip after a certain amount of seconds therefore the advert is still getting noticed which helps
with the awareness of the campaign.
Context of Sainsbury’s Advert 2014

3. What occurs during the advert is two different sides, putting away their differences
for the sake of Christmas therefore celebrating unity.
The Unique Selling Point (USP) for the advert is that it uses emotions from a
recognisable past event that took place a 100years ago before the release of this
advert which leads to creating awareness of this advert therefore increasing brand
recognition.
The promise that is made within this advert is the ideology behind it which is a
reminder from that advert to shop at Sainsbury’s at any point.
This campaign is to promote Sainsbury’s and attempting to encourage consumers
to shop there during the Christmas period. In addition, the concept is not a physical
product but to receive an emotive response.
Sainsbury’s decided to donate the profit made from the £1 chocolate bar which
appears in the advert to the Royal British Legion (RBL). Therefore the ad could be
seen as selfless because it’s not just to promote the supermarket but the RBL as
well.
Main purpose

4. Technique & Idea
The techniques the Sainsbury’s Christmas advert uses are emotive language and their own
opinion as to what could’ve happened on Christmas Eve 1914; the football match has not
been proven that it actually occurred but it is a popular mythology from eye witness
accounts. In addition they made the main characters, Jim and Otto, look similar to show
that everyone is the same and should be treated the same.
The idea came from it being 100 years since the World War 1 occurred during Christmas
(the advert was made in 2014).
The advert was criticised due to the misuse of a real life serious situation being used to
promote a company such as Sainsbury’s. Although they do not have a direct call to action
therefore showing their main message is not to do with assisting the success of their
business.
This advert affected many people since that day many deaths occurred and it was a tough
time therefore Sainsbury’s were wrong to use such a deep and emotional circumstance to
promote their supermarket.
They had to ensure they did not mean to cause any direct offence to prevent being
slandered although good or bad publicity is still publicity.

5. Campaign
An advertising campaign is a structured act to endorse a facility or merchandise across a
widespread of media.
The Sainsbury’s campaign was promoted through other media platforms such as print and
online platforms, for instance in The Guardian Newspaper - as well as their website, Mirror
(online and print), Daily Mail (online and print), therefore it was a cross media advertising
campaign due to it being on more than one platform. In addition, the campaign was
associated with the Royal British Legion (RBL) which runs the annual poppy campaign
therefore combining two campaigns for two great outcomes which are the respect for the
people who died in the War as well as being grateful for everything you have. It would also
be used for market saturation which is procuring supremacy and competition.
Sainsbury’s engaged with its audience through online presence such as uploading their
advert YouTube (currently the views are over 19million!) In addition, it was promoted
through their social media accounts such as their Twitter and Facebook.
Their target audience would be males and females over the age of 18. NRS (National
Readership Survey) would be ABC1 because they have Jamie Oliver as part of their
advertising campaign and it’s more focused on the family unit.

6. M1: Evaluate Different Cross
Media Advertising Campaigns for
Consistency of Message
Unit 20:
Assign-
ment 1

7. Introduction
Christmas ad campaigns are important and special because they usually
promote something which isn’t a product, such as a personal attribute for
example, kindness or sharing.
The message is mainly about putting aside your differences and coming
together to celebrate a joyous event therefore promoting peace and calmness
and encouraging sharing as well as kindness.
These ads are generally complemented by emotive music which increases
their attainment as these songs are endorsed independently and raise
awareness due to their presence in the charts.

8. Scheduling | Audience | Budget
Most Christmas campaigns have a specific release date in mind to release the ad
which is usually the beginning of November.
The target audience is quite open because Christmas is a public holiday therefore
participated in by everyone meaning it does not matter whether or not you believe
in Christmas or the religion it’s based with.
The budget for Christmas ads are usually quite high due to it being a very big
market.
2016 ‘UK companies will spend an estimated £5.6bn on marketing in the run-up
to Christmas – £300m more than in 2015 and the most ever spent in the
festive season according to the latest estimates by the Advertising Association.
While prime television spots alone are expected to attract a spend of £1.3bn.’
(from the Independent website). This means that Christmas adverts such as
Sainsbury’s 2014 advert spent millions of pounds to promote something which is
not even a physical product which shows that kindness defeats all.

9. Context of John Lewis Advert 2015
The concept of this advert was that they related it to true stories meaning that
not everyone has someone to celebrate Christmas with therefore being
altruistic. The charity the advert is connected with is Age UK therefore
involves awareness of lonely old people during this celebration.
The storyline works because they based it off an elderly man who was all
alone, with no one around him who then receives a wonderful gift on
Christmas which allows him to see other people celebrating therefore showing
a human connection.

10. Main purpose
What occurs during the advert is a little girl looking through a telescope
seeing an elderly man with no one by his side wanting to communicate with
him to ensure he knows he’s not by himself anymore. The man is on the
moon hence the ad is named ‘Man On the Moon’.
The USP for the advert is that it uses true scenarios therefore interests others
to understand other people’s situation.
In addition, it promotes a song which is Half A World Away by Oasis which
was re-sung by a Norwegian artist called Aurora, therefore having joint
promotion. It was also used on a popular comedy called ‘The Royale Family’
therefore creating recognition.

11. Sainsbury’s Advert & John Lewis Advert
Both adverts are not promoting an actual product; the telescope shown in the
John Lewis advert cannot be purchased within the store. Sainsbury’s is promoting
kindness and sharing as well as creating awareness of RBL whereas John Lewis
is promoting awareness of people that are alone but they aim for the same thing
which is caring for one another as well as creating awareness of Age UK.
They both start off as very emotional (fighting in the Sainsbury’s advert, a man by
himself on the Moon in the John Lewis advert) but then the issues get resolved
which leads to a happy occasion although Sainsbury’s advert becomes emotional
again because after their celebration the two sides have to continue fighting.
Age UK is a charity to help elderly people therefore it fits in well with the advert
because it is to do with a lonely elderly man.
The consistency of the message is to realise that people are alone and it’s our job
to make sure they’re not.

12. Comparisons
Sainsbury’s 2014 – WW1: the message from this advert was to put aside differences and
share with others therefore based around the community as well as giving instead of just
receiving. This advert was shown on TV and can be found on the internet (YouTube etc.) In
addition, this advert was criticised because they used such a serious historic moment to
promote Sainsbury’s which is just a regular supermarket however, Sainsbury’s defended
themselves by including the RBL at the end of the advert and by saying that all the profit made
from the £1 chocolate bar in the advert, went towards the RBL.
This was a cross media campaign due to it being promoted on print platform as well as online
platform such as through newspapers as well as their online site, for example: The Guardian,
Metro, Telegraph, Daily Mail. It was also shown on TV.
Sainsbury’s 2015 – Mog the Cat: the message from this advert was to help those in need
therefore having the same base as the advert in 2014 (to do with community and giving). This
advert was shown on TV and can be found on the internet. In addition, this advert was
successful because it merges comedy with emotions therefore intriguing more people because
people actually wanted to view the advert themselves.
In addition, this advert was promoted through TV as well as print and online platforms such as
The Guardian and Daily Mail therefore making it a successful cross media campaign.

13. Comparisons
John Lewis 2015 – Man on the Moon: the message from this advert is that not everyone has
someone to spend Christmas with, lonely people should not be alone on this day therefore having
the same base as both Sainsbury’s adverts which are to give and focus on the community. This
advert was shown on TV and can be found on the internet. This advert was criticised because no
one lives on the Moon and you cannot see onto the Moon with a telescope.
This was a cross media campaign because it was also on print and online platforms such as The
Guardian newspaper which is the same print and online used to promote the Sainsbury’s 2014
campaign.
John Lewis 2016 – Buster the Boxer: the message from this advert is that one gift can bring joy
to more than one person. This advert was shown on TV and can be found on the internet. This
advert had the same idea of helping others but a different technique of promoting it. This advert
was criticised because of the fact a black family was used and because the man set up the
trampoline in replacement of ‘Santa Claus’.
In addition, this was promoted through different online and print platforms such as Daily Mail as
well as being advertised on television leading to this being a well supported cross media
campaign.

14. Comparisons
John Lewis and Sainsbury’s have a similar marketing campaign strategy and they spend £7
million on adverts, however Burberry is more of a luxury brand therefore have a different
marketing strategy compared to Sainsbury’s and John Lewis due to it also spending more
on their adverts (£10 million).
Burberry 2016 – Tale of Thomas Burberry: the message from this advert is that history is
important; you need to know where the brand started from so you would know that Burberry
is pure British quality due to it being 160 years in the making. This advert was shown on TV
and can be found on the internet. This advert was promoting history instead of an actual
emotion therefore being different compared to the rest of the adverts. In addition, this
advert used actors that are well known therefore increasing the promotion for the advert
(model and actress, Sienna Millers and actor Domhnall Green. This advert shows how
Thomas Burberry decides what material would be best to be used during war times for
trench coats.
To conclude, this campaign was a very successful cross media campaign due to the fact it
was also on print platform in a very successful magazine called ‘Vogue’. This also shows
the difference of the advert compared to the John Lewis as well as the Sainsbury’s advert
because none of their adverts were featured in Vogue therefore showing different levels of
success within different industries.