Research Portfolio (U20: P1, M1, U24: P1)
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries.
P1(U20): Describe an existing media advertising campaign
HSBC ad
Nike Colin Kaepernick Campaign:
After a lot of controversy, following the actions of San Fransico 49ers player Colin Kaepernick, who opted to kneel during the National Anthem of the final 2016 preseason game, on September 1st 2016, Nike released a new campaign that brought about controversy, challenged people's loyalties and create a staggering amount of backlash.
Aims and Objectives
The aims and objectives of the campaign was to send out a message to a largely troubled, yet more inspired than ever generation. The main line of the campaign was "Believe in something. Even if it means sacrificing everything." By having this at the end of the campaign, over the face of the controversial figure Colin Kaepernick, Nike is sending a message to the youth; don't be afraid to put everything on the line, something that interlinks largely with a large majority of previous campaigns produced by Nike. The objective of using such a highly controversial figure as the centre of their campaign was to bring a new sort of brand exposure, embedding themselves into the new wave of youth 'rebellion' against the older's ways. Nike putting them in the centre of such a big scandal created mass awareness for them, branching out to a demographic that may not have ever been appealed to by this brand. Nike also brought awareness to the racial problems that are present in America at this time, putting a spotlight on what Kaepernick is attempting to achieve, linking his protest with one of the biggest brands, not just nationwide, but worldwide.
(Image From Google)
Target Audience
Although there may not be an explicit target audience, based from the content and context of the campaign, featuring other role models to the younger generation, such as Alphonso Davies, a footballer born into a refugee camp, who worked his way up to the National team, we can infer that the primary audience that Nike wants to branch itself to is an inspired younger generation, mainly teens to early twenties. This is because, especially in recent times, it has been the younger generation that has voiced its opinions and views the loudest, so by aiming at them, the message Nike want to spread will spread quickest with this demographic under its belt.
The social grade of the people targeted by this Nike campaign would be C2-E. This is shown through the diverse backgrounds of the people featured in the campaign, with people who grew up in the lower end of the social grade, such as Serena Williams and Alphonso Davies. Nike does this to show an inclusive brand, and again aim to inspire people to become 'something bigger than themselves'. Nike also targets people of a lower social grade to steer them away from violence and into a more rewarding life, something that has become a growing problem in the UK and USA.
However, there are some exemptions to this, as some of the personnel featured, such as Serena Williams, started from underdeveloped backgrounds, and worked their way up to becoming the best. Nike is not only trying to inspire younger people to stand for something and sacrifice for everything, but also to not allow situations that were out of your hands to define who you become. Featuring both male and female known and unknown stars in specific sports fields, Nike is advertising themselves as an inclusive brand, one that is open to all. They are also signifying their beliefs towards gender differences, shouting that one's gender doesn't define the limits they can reach and the goals they can achieve, thus being the secondary target audience of this campaign.
The campaign however is also designed to sell Nike products. The people that Nike would really want to aim at would have high interests in sports and would be active, but also would be people who want to achieve something, that may seem a long way away, such as lose a significant amount of weight or compete in competitions that may have seemed impossible, due to physical disabilities.
Campaign Logistics
The campaign was released to celebrate 30 years of Nike's famous slogan 'Just Do It', the line that is most related to the brand. Not only this, it released after Kaepernick opted out of a contract extension with his previous club, San Fransico 49ers, however its not as plain as that. The 49ers released a statement saying Kaepernick would have been released even if he didn't opt out of extending his stay.
Releasing the campaign at a time of such tension increased the exposure for Nike, as at the time it became one of the most controversial and widely reported on campaigns to be released. Not only this, but it added a high amount of support (as well as backlash) for what Kaepernick was attempting to achieve, giving Nike positive brand exposure.
Nike released the campaign on different forms of media, in a bid to get the majority of people involved and sell the message to as many people as possible. They released a TV commercial, Social media advertising and a billboard.
Nike used a different type of celebrity endorsement to get people talking about their campaign. Normally a company/brand would use celebrities that are admired in the media to help sell them. Nike took the opposite route, picking up a celebrity who at the time was America's most hated sportsman. Nike did this to send a message to Americans, saying they stand with what Kaepernick believes in, getting themselves involved in the tension. This had positive and negative effects. It resulted in the mass boycott of Nike products by people, but also gave them huge media coverage and many people standing with them. It created a clear division; the ones who supported and stood with Nike and those who didn't. The ones who stand with them would be those in the lower social grade and more ethnically diverse and of a younger age group, with the ones who don't being of an older age group, predominately white and of a higher social group.
Choices of Media
Nike released the campaign in different forms, to ensure it was open to everyone. The first time we saw it was on a September Wednesday on our TV screens. By releasing it on TV in the middle of the week, a time where the majority of people would be at home, either actively watching TV or having it on as background noise, it ensured that people would almost be forced to watch it, spreading what they wanted to. Having it on the TV would ensure it reached people of a younger generation, who would be watching with their parents. This allows Nike to reach those they mainly want to, portraying the message to those who need empowering the most.
(Image From Google)
Nike didn't just release the campaign as a commercial, but also as billboard. It wasn't just the release of a billboard, but the location of the billboard that was really smart by Nike. A billboard makes it virtually impossible to escape the message Nike want to sell to people, as its huge presence allows it to be seen from many different parts of the town/city it is located in. Using this form of traditional advertising allows Nike to branch to people who may not be indulged in the new form of technology, so won't be as exposed to new, digital advertising. Nike didn't just release a billboard, but they situated it in the middle of San Fransisco, the city who Kaepernick represented and where he kneeled during the national anthem. Nike did this to remind the people of San Fransisco of their player, and what he achieved on a bigger scale. They also put the billboard there to show where it all started, as well as a provocative statement to the 49ers.
(Image From Google)
By using social media to showcase the campaign, it allows Nike to target the people who directly follow them, so these people clearly have some sort of interest in Nike and the products they offer. It also allows them to invest themselves with new, majority younger audiences, as this is who uses social media the most. It allows the campaign to be shared rapidly and gain audience feedback quickly. Using social media allows Nike to branch out and allows the user to pro consume what Nike is attempting to share with them.
(Image From Google)
Representation
Throughout the campaign, with it being most prominent in the TV commercial, Nike use affluential, African Americans stars to help spread the main ideology of the campaign. Nike shows the struggles they overcame, in order to get where they are today. Nike chooses to do this to directly speak to members of this community; especially in areas such as Compton or Brooklyn, places where a wave and stereotype of troubled black youths have emerged over the past years. This has created a new wave of racism that is ever-so prominent in the USA, with police brutality on the rise and tension at its height. However it's not just in America where this is visible, London has seen an immense rise of knife crime all over the capital. Nike wants to show people, all over the world, that the place you're born in doesn't define the extent of change or progress you can make. Nike aims to replace the knifes, guns and drugs that become so prominent in these areas, with a purpose that will distract these young people from the everyday traumas that they face.
Featured in the campaign are black, inspirational stars such as: Serena Williams, Colin Kaepernick and Alphonso Davies. By having features of Alphonso Davies and Serena Williams, Nike is shouting at the youth that nothing defines what you can become. This branches Nike products to a 'troubled' group, who will look up to these type of people, replacing possible negative role models with positive ones, wanting to use Nike products to do so as this is what inspired them. This increases the customer numbers of Nike, whilst also making themselves the most popular brand amongst these people, as this is what they've seen their favourite stars wear.
(Images From Google)
Using Colin Kaepernick goes deeper. Nike uses Kaepernick to send a message to the whole of America. Kaepernick faced controversy and backlash for kneeling during the national anthem, to make a statement about social injustice and police brutality towards Black people. By having Kaepernick at the centre of their campaign, Nike is showing that they support the message and actions Kaepernick ook, showing how his actions went further then he ever could have hoped for. Nike also uses Kaepernick to branch to a new group of people: social injustice fighters. This shows Nike to be more in touch with current affairs then their competitors. It also shows Nike to be a 'brand for the people', giving them good publicity and a bigger following.
(Image From Google)
Call to Action
Nike ultimately created the campaign to sell more products and gain more profit. However the advert is also meant to shine light onto a deeper, nationwide problem in the USA. This is done through featuring Nike products in the campaign and heavy celebrity endorsement, bringing in a new demographic of people.
The campaign received a large amount of backlash from Nike customers and just members of the general public. As Nike used such a controversial figure, one who was deemed a national disgrace, there was always going to be a series of backlash. Customers boycotted, burnt the products and Nike lost millions. This was the immediate reaction. Despite the fierce outburst from members of society, it wasn't all bad for Nike. Sales rose 31% over Labour Day, bettering the previous years (2017) by some way. Nike also received mass publicity, due to the news coverage they received. This benefited Nike in the long run, as they still made a vast amount of money, still make the jersey's for the NFl and got people talking about the message they and Kaepernick knelt for.
(Images From Google)
Nike wanted people to spread the message that Kaepernick knelt for. The release of the advertising campaign allowed Nike to showcase support for Kaepernick on a mass scale, get people involved in the message and show that Kaepernick is not alone in his efforts to gain social justice and end police brutality. Nike wanted a reaction, to show the discriminatory and racist undertones that where still so prominent in America. By creating a conversation, it takes America one step closer to ending racial discriminatory and a step closer to equality. It also gave Nike loads of publicity and made them look good in a large number of the public's eyes.
Regulatory Bodies
This campaign would not have been able to reach a worldwide audience if it didn't match the criteria's set by regulatory bodies, in particular the Advertising Standard Authority (ASA) and the Office of Communications (Ofcom). The ASA is a self-regulatory organisation, responsible for ensuring advertisements match the advertising code of practice. Ofcom is the regulatory body for communications industries in the UK. Its responsible for the TV sector, and like the ASA, if something doesn't match its code of practice, it won't be aired. Nike's campaign was seen to neither cause offence, harm or mislead consumers, so was allowed to be aired.
(Image From ASA website)
This ASA code of practice states that no offence can be caused during advertisement. People may have being offended by the Nike campaign, due to the use of a personnel, who at the time was viewed as 'un-american'. However, the ASA allowed the campaign to stand as they felt it wouldn't cause offence in the UK.
Legal and Ethical Issues
The campaign didn't break any legal issues, however did cause a lot of ethical discussions, such as the strong discrimination and racism that Kaepernick received. Not only this, but the advert also raised issues regarding Patriotism, and whether it is more important to respect the flag than fight for social justice. Donald Trump commented on the campaign, stating that it 'sends a terrible message', as he believed the kneeling during the national anthem was an insult to not just Americans, but the American flag as a symbolic statement.
HSBC 'We Are More Than An Island' Campaign:
With the nation at an (almost) exact divide over the decision of Brexit, HSBC released an advert, celebrating the diverse culture that exists in the UK. HSBC claims the advert has no correlation to Brexit, but the timing of the release and the coincidences in the claims all seem to be too much of a simple coincidence...
Aims and Objectives
The aims and objectives of the HSBC campaign was to celebrate the diversity that exists in the UK. HSBC claim this had nothing to do with countering the Brexit thoughts and campaign line, 'Britain First'. However many have speculated that the main purpose of the campaign is to open peoples minds to become accepting of diversity that exists, and prevent it from ending. HSBC says that the objective of the advert is to show people that 'the things that make us quintessentially British are the things that make us inescapably international'. This further supports the view that HSBC released this campaign as an almost counter to Brexit, hoping to change peoples views and destroy the ignorance that has been heavily revealed during the whole Brexit campaign. HSBC want to send a message to the public; celebrate diversity and embrace what this country holds and offers, not destroy it. HSBC want to show themselves as an inclusive bank, wanting to help people of all ethnicities and backgrounds.
HSBC also want to highlight the ubiquity of their company. Over recent years people have become increasingly unhappy with the standards of banking they have felt, thinking that banks are unfriendly and not community friendly. HSBC want to show that they are a friendly bank, that is in touch with all the different communities in the UK and beyond.
(Image From Google)
Target Audience
The primary target audience is people who have a strong sense of community, who embrace the community spirit and want a bank that shares similar values to them. HSBC aiming at these people highlights the ubiquity of their brand, enticing people who have the same values to choose HSBC for their needs. HSBC chooses to aim at this specific audience to engulf themselves into British culture, and show that their is still friendly banks present, in a time where many have felt that banks have become unfriendly and unapproachable. By making marketing themselves as an approachable and friendly bank, HSBC were able to bring in a number of new customers, both young and old, advancing their customer range and adding to their overall goal of becoming the most used bank in the UK and worldwide.
The social grade will be completely across the board. This is because HSBC want to be seen as 'the peoples' bank, so the packages that they offer will be in place to benefit everyone, accomplishing that goal. Britain is predominately a middle/working-class country, so if HSBC where to focus the campaign towards those in an A-B social grade, they would be aiming at a minority, but they also don't want to exclude people of a higher social standing, as this would defeat the purpose of becoming the nations most used bank. By broadcasting to people across the social grade's, HSBC fulfils its mission of being seen as an approachable and friendly bank that all can approach and use.
The secondary audience of the campaign is people of a younger age, predominately 18-24 year old. This is because people in this age bracket will be looking to open a student bank account, a potentially daunting task. HSBC advertising themselves as a friendly and approachable bank means these people will come to HSBC to help them set up the account. bringing them more customers and branching themselves out to a new demographic, allowing themselves to become the nations chosen and most used.
Campaign Logistics
HSBC released this campaign early 2018, nearly half a year after the highly controversial decisions made by the British people to leave the European Union. The messages featured in the campaign have led many to believe that the campaign is an anti-Brexit one. HSBC denies the claims, but still faced a lot of backlash due to these strong connections. This branded HSBC as a one sided bank, defeating what they were attempting to do, advertising themselves as a community friendly, all welcoming bank. By sharing such one sided views, they showed that this was perhaps not the case. Realising a campaign with these messages however bought in a wave of 'remainers', as they shared the same core values that were clearly present with the people at HSBC.
HBSC released the campaign in a billboard form and as a TV advert. They did this to help spread the desired message to as many people as possible, bringing in the most financial gain and helping to spread themselves as community friendly bank, to all people, young and old. Releasing in both traditional and digital forms allows all people to view the campaign, with the traditional advertising being at bus stops, a form that is used everyday by all people. HSBC released these bus adverts across the country, advertising to the whole Britain, not excluding any area, cementing the sense of community into the HSBC ways.
HSBC employed Richard Ayoade to feature in their advert. Having a very popular, British star in the advert again highlights HSBC's attempts to show themselves as a company in touch with what the British people like and want. Having a well respected celebrity appearance shows HSBC to be respectable and trustworthy, also giving them good public persona, suggesting the values that they hold are ones that represent all that is good, also showing you can put your trust in them, as they hold core values that allow them to be respected in what they do.
Choice of Media
HSBC released the campaign over two forms of media: digital (TV commercial) and traditional (Bus stops). Releasing the campaign over 2 forms of media allows the message to reach a broad number of people, allowing HSBC to advertise themselves to all sorts of people, from all sorts of backgrounds, ages and ethnicities. HSBC used these two forms to attack both people on each side of the technological divide. Putting adverts at bus stops targets a specific group of people; ones who don't necessarily have much income, so would be really looking to find the best bank to help them with the struggles they may face.
HSBC produced a bus stop advert, which (depending on where in the UK you are) was personalised to that area. That enabled HSBC to really push the sense of community and friendly banking. By doing this, HSBC were verging onto the path of below-the-line advertising, as its a more personalised form of advertising, as they are specifically targeting one area at a time, instead of just trying to reach the country as a whole. Furthermore it proves that HSBC care about the community, by individually naming the areas it shows that HSBC are a company that care about the community that they are in, the main aim that HSBC want to prove through the campaign. Having these at bus stops makes sure people will see it, as everyone either gets the bus from these bus stops, drives past or walks past them.
(Image From Google)
Having a digital form allows HSBC to reach the people who maybe saw the advert, but didn't stop to read it. It allows people to get the message in a more interactive way, meaning the message is more likely to go in and stay in. This again helps HSBC to show their core values and principles. Presuming that at the time of the advert, viewers were actively engaged. The advert was released at peak television times, costing a large sum but working out the best for HSBC as it meant a large majority of people heard the message, forcing the principles of HSBC to be recognised widely and enforcing their position as a friendly and approachable bank.
Representation
HSBC have a celebrity appearance from Richard Ayoade, a well known and respected British actor, comedian, writer, director and TV presenter. Having a well respected and liked British personnel was very important for HSBC's attempt to prove the core values they have. Richard brings with him a large following, and if his fans see him promoting a certain product, or in this case a bank, they will know that it is a trustworthy and great product/service. Having a respected personnel work with you staples that point that what you offer is of high quality and best of the best. This brings HSBC more customers and profit in the short and long run. As Richard is of a mixed race, and from an immigrant household, it portrays a strong message, one heavily interlinking with the points made in the campaign; without diversity, things that we love wouldn't be here. HSBC purposely chose an actor of this background to signify diversity and ethnic differences, an attempt to rid discrimination and hate.
(Image From Google)
Richard represents the minority in Britain, but HSBC are saying that with them, no one is a minority, but all together and 'part of something bigger'. HSBC are telling the minority in Britain that they bring more then they could ever imagine, saying how with them, they are part of a great community that is so much more than it appears to be. HSBC are not just aiming to show the public their community values, but are also pointing at a all inclusive community, as everyone brings something to someone.
Furthermore, HSBC are trying to give a sense of hope for a post-Brexit Britain. Since the result of Brexit, the news has reported on an almost national crisis, with murder rates rising, house prices dropping, and the £ dropping in exchange too other currencies. HSBC want to show all the bright sparks that are present in Britain, and how this is what we should concentrate on, not all the doom and gloom. HSBC want to show themselves as a company for hope and prosperity, aiming to aid people from Brexit, by giving them a glimmer of hope and light.
Call to Action
HSBC created the campaign to encourage people to switch over to them. They do this by pushing themselves as a community friendly, in an era where a large sense of community has been eroded. The campaign is also meant to show HSBC recognise bigger issues, and is the best bank to take the Uk into its new, post-EU era.
The campaign received backlash from the British public, as people claimed it was a clear political message and agenda. Many claim the coincidence of timing and messages in the campaign are too much to ignore, hinting that the campaign is in fact an anti-Brexit campaign. Many spoke out against HSBC on different forms of social media, such as Twitter and Facebook, as well as leaving negative comments under the YouTube video HSBC released.
(Image From Google)
After the shock decision for the UK to leave the EU, HSBC threatened to leave the UK indefinitely, or at the very least move a large proportion of their work of shore. However despite the backlash, the campaign bought HSBC a large amount of coverage, as the campaign hit directly at a serious, controversial matter.
HSBC want to spread a message of positivity, friendliness and commitment. They want to show the UK that what they were being fed is not true and that all the different cultural aspects of Britain, is what make Britain so great. Not only a potential political statement, but also one on community. In a time where, especially the younger generation, people want to prove that their neighbourhood and community is the best, in an outbreak of stabbings and murders in 'postcode wars'. HSBC wants to show people that we are not just individual communities, but part of one large community, that should help all. HSBC want to show people that, even if they don't know it, we are all part of something far, far bigger. HSBC also want to implement their position as a community friendly bank, in an age where certain banks have gained reputations of being difficult to deal with and unfriendly.
Regulatory Bodies
This campaign and message wouldn't have been able to been seen in Britain if it didn't match the criteria's set by regulatory bodies, in particular the Advertising Standard Authority (ASA) and the Office of Communications (Ofcom). The ASA is a self-regulatory organisation, responsible for ensuring advertisements match the advertising code of practice. Ofcom is the regulatory body for communications industries in the UK. Its responsible for the TV sector, and like the ASA, if something doesn't match its code of practice, it won't be aired. The HSBC campaign, despite receiving some complaints from the public, was seen to neither cause offence, harm or mislead consumers, so was allowed to be aired.
(Image From ASA website)
HSBC could've faced a problem, as there is a strong link to a potential political message, which goes against the ASA codes of practices. However, as HSBC claimed to not have any political connection with this advert, the campaign was allowed to be broadcasted. The release of this advert during the country's Brexit turmoil was one of the reasons the advert caused controversy. Some saw its message of togetherness with other countries as being a direct attack on the UK's decision to leave the UK, with the suggestion that it might have had a political message. This, however, was not upheld.
Legal and Ethical Issues
The campaign didn't break any legal issues, or cause any ethical issues.
Both campaigns have many elements of constancy throughout, using similar colours for recognition, pronouns, and portraying the same message on the different platforms that they are on.
HSBC consistently use strong pronouns, such as 'You' and 'We' to push the ubiquity of the brand, and align with the message it really wants to push.
(Images From Google)
The pronoun 'We', which is featured on the billboard ad and at the end of the TV commercial, shows that HSBC really want to prove themselves as a community built company. Using pronouns is a classic persuasive language advertising technique, used to make the audience feel included and part of the brand, giving the audience a connection to the brand. 'Together we thrive' appears on both platforms that the campaign does. HSBC do this to make the audience believe that they need HSBC to be 'part of something bigger', alluding to both excelling with each other, not without each other.
HSBC uses the same colour scheme: red, white and black for the billboard and the final scene of the commercial. This is to create an image of familiarity in the audience's minds, allowing the audience to know what is being advertised the moment this text appears. This allows HSBC to be firmly fixed into the minds of the viewers. The use of the modern sans-serif font throughout the campaign allows the words to stand out, and be shown as the main part of the campaign. HSBC use this font, especially for the billboard, to allow the words to be seen and read clearly, pushing the message to all.
In the commercial, Richard Ayode speaks a list of reasons that make Britain, Britain. This list is almost word for word from the billboard. This is done to relate a video to the billboard, allowing the audience to put something visual to the words on the board, allowing them to really understand what HSBC mean, allowing HSBC to really push the message across firmly. This consistency allows the words to actually have meaning to the viewer, as they can see what these words are relating to and affect.
(Image From Google)
The social media video released by HSBC does have a sort of consistent aspect to it, but compared to the billboard to the TV commercial, it is very lose. The consistency is the use of Richard Ayode to push the message, and the use of the modern sans-serif font. This allows people to recognise that it is an HSBC campaign. Using the same actor shows HSBC to be a credible brand, as Ayode is someone whose done a lot of work with HSBC, showing them to be trustworthy and respectable, as they can keep good ties with a big name star. Using the same font gives HSBC recognisable appeals, as people's first thought of who the campaign is from would be HSBC, as they've seen that font be used by them so many times.
The strengths of the campaign was that it got people talking about the brand that HSBC wants to portray. It received mass press coverage, spreading the influence and expanding the reach of people that HSBC can aim too. This allowed HSBC to really cement their message into peoples heads, making their mission to be seen as a community friendly brand, through this campaign, a successful one. However the mass media coverage made it so HSBC received mass backlash, dampening the brand representation, perhaps dis-encouraging people from wanted to choose HSBC to open up an account with.
Just like HSBC, Nike keeps consistency throughout the different platforms they put the Colin Kaepernick campaign on, such as the main message, the main actor and the main purpose.
(Images From Google)
Consistency throughout the social media and billboard release of the Kaepernick campaign helps Nike to create a recognisable message and campaign. By allowing both the general public and people who specifically follow Nike and Kaepernick on social media platforms, this helps the message be sent to people all over. Keeping the same text allows the message be recognised and heard. It makes it so this line of text is synonymous to the Nike campaign. Having the same colour scheme on the social media release and the billboard release isn't specifically there to add anything to the viewers perception, but more to enhance the emotions that are already there through the image, the specific framing and the facial expression. This consistency through the campaign allows Nike show the seriousness of the message to everyone.
However, the colour and text differs in the commercial.
(Image From Google)
However, by keeping the same personnel throughout the entire campaign, Nike still have a recognisable future with their campaign. This allows the audience to put an image to the campaign. Throughout the campaign, Nike make sure to keep the importance of Kaepernick message clear throughout the campaign. This is shown through on the billboard and social media post, where it is his face that creates all the emotions and thoughts, and through the TV commercial, where Kaepernick is the narrator, having the final say in the campaign and on matters that occurs in the campaign.
Nike got people talking about social injustice and Kaepernicks aim, shining a light on the problem. This not only (hopefully) improved the matters that Kaepernicks was fighting to stop, but also improved Nike's financial intake, bringing in $6 billion since they released the campaign. However, the campaign resulted in a large amount of boycotts, aimed at Nike, and very passionate backlash, such as the burning and vandalism of some Nike products.
- Magazine Adverts.
- Newspaper Adverts.
- Leaflets.
- Posters.
- Billboards
- Social Media
- TV commercial
- YouTube
- In games
- In music videos
- In TV shows/Movies
Nike advertises their campaign by using three of the above advertising methods: TV commercial, Billboards and Social media. As these are quite different platforms, Nike had to make sure that each platform had an adapted version of the campaign, to match the platform it was put on.
Nike adapted the campaign by choosing a specific photo from the main personnel from the campaign, Colin Kaepernick; looking for a specific solemn tone and look to match the message Nike wanted to portray through the campaign. The photo was then given a black and white filter over it, not specifically adding anything new the billboard, but just emphasising what Nike want to really show through this campaign, to stand for something no matter what scarifies may come of it. Nike have the main line from the campaign across the main image in bold, sans-serif font. This is done to allow people walking past to notice the line, enabling Nike to really get the main message of the campaign across, to stand for what you believe in. These billboards were placed across a number of cities in the US, both in wealthy areas and in more deprived areas. This is above-the-line advertising, engaging a large target audience. People from poorer backgrounds and of African American background and of a younger age will see it, as its grand stature allows it to be noticed all over, catching the eye of both the target audience and perhaps people who are not in the specific target audience demographic the tertiary audience, people from wealthier background, older and white. This allows Nike to aim both directly at their specific target audience, and the people who may not have necessarily seen the campaign.
They keep it the same with the social media post, but allow it to be liked, commented on and shared. This allows for wide exposure of the campaign to occur, again enabling Nike to showcase the main message of the campaign. Nike place the campaign on social media to make it possible to reach out to a different group of people, enabling the message to gain wide spread views and support, gaining Nike a better perceived view in the public eye. Having social media posts allow Nike target specially at their audience, and almost leave it down to the activity of their audience to branch out further and wider, creating more exposure to Nike's brand, enabling Nike to make a larger profit at the end of it all. The specific social media platforms used, Instagram and Twitter were used as these are predominately used by people of a younger age, the main target audience of the campaign. This will directly hit them, enabling the message to be spread the best.
Nike adapted the campaign to fit our screens by showcasing the message in an inspiring and engaging way. Nike sought the help of other inspirational, black sports personalities, as well as ordinary inspirational people. Nike did this to enable the message to be seen throughout, without people dipping out of interest and the message of the campaign being lost in the process. By adapting the advert to be engaging and fun to watch, Nike got people talking about the advert, spreading the awareness about the brand and message. Nike appeals to their target audience by using people who are inspirational to the specific audience they want to speak to, enticing them into watching the advert, spreading the message enduringly. These include Serena Williams, who grew up in a very deprived Compton area, but still went to be regarded as one of the best athletes ever. Her appearance appeals to underprivileged teens.
Nike has adapted this campaign to match the different platforms its been placed on. This is done to engage new audiences, and spread the message efficiently and in a suitable way for that platform. For example Nike made the TV commercial captivating for an audience, enabling the message to be fully spread. This works better than just having the billboard on a TV screen for a period of time as the way Nike showed the campaign on our screens intrigued the viewing into wanting to continue watching, keeping them engaged. The social media adverts would engage a younger social audience whereas the billboard would engage an older age group. Using Kaepernick as the main celebrity endorsement creates controversy, creating dialogue about the campaign. This means that even if people don't argue with the message, they are aware of it.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries.
P1(U20): Describe an existing media advertising campaign
HSBC ad
Nike Colin Kaepernick Campaign:
After a lot of controversy, following the actions of San Fransico 49ers player Colin Kaepernick, who opted to kneel during the National Anthem of the final 2016 preseason game, on September 1st 2016, Nike released a new campaign that brought about controversy, challenged people's loyalties and create a staggering amount of backlash.
Aims and Objectives
The aims and objectives of the campaign was to send out a message to a largely troubled, yet more inspired than ever generation. The main line of the campaign was "Believe in something. Even if it means sacrificing everything." By having this at the end of the campaign, over the face of the controversial figure Colin Kaepernick, Nike is sending a message to the youth; don't be afraid to put everything on the line, something that interlinks largely with a large majority of previous campaigns produced by Nike. The objective of using such a highly controversial figure as the centre of their campaign was to bring a new sort of brand exposure, embedding themselves into the new wave of youth 'rebellion' against the older's ways. Nike putting them in the centre of such a big scandal created mass awareness for them, branching out to a demographic that may not have ever been appealed to by this brand. Nike also brought awareness to the racial problems that are present in America at this time, putting a spotlight on what Kaepernick is attempting to achieve, linking his protest with one of the biggest brands, not just nationwide, but worldwide.
(Image From Google)
Target Audience
Although there may not be an explicit target audience, based from the content and context of the campaign, featuring other role models to the younger generation, such as Alphonso Davies, a footballer born into a refugee camp, who worked his way up to the National team, we can infer that the primary audience that Nike wants to branch itself to is an inspired younger generation, mainly teens to early twenties. This is because, especially in recent times, it has been the younger generation that has voiced its opinions and views the loudest, so by aiming at them, the message Nike want to spread will spread quickest with this demographic under its belt.
The social grade of the people targeted by this Nike campaign would be C2-E. This is shown through the diverse backgrounds of the people featured in the campaign, with people who grew up in the lower end of the social grade, such as Serena Williams and Alphonso Davies. Nike does this to show an inclusive brand, and again aim to inspire people to become 'something bigger than themselves'. Nike also targets people of a lower social grade to steer them away from violence and into a more rewarding life, something that has become a growing problem in the UK and USA.
However, there are some exemptions to this, as some of the personnel featured, such as Serena Williams, started from underdeveloped backgrounds, and worked their way up to becoming the best. Nike is not only trying to inspire younger people to stand for something and sacrifice for everything, but also to not allow situations that were out of your hands to define who you become. Featuring both male and female known and unknown stars in specific sports fields, Nike is advertising themselves as an inclusive brand, one that is open to all. They are also signifying their beliefs towards gender differences, shouting that one's gender doesn't define the limits they can reach and the goals they can achieve, thus being the secondary target audience of this campaign.
The campaign however is also designed to sell Nike products. The people that Nike would really want to aim at would have high interests in sports and would be active, but also would be people who want to achieve something, that may seem a long way away, such as lose a significant amount of weight or compete in competitions that may have seemed impossible, due to physical disabilities.
Campaign Logistics
The campaign was released to celebrate 30 years of Nike's famous slogan 'Just Do It', the line that is most related to the brand. Not only this, it released after Kaepernick opted out of a contract extension with his previous club, San Fransico 49ers, however its not as plain as that. The 49ers released a statement saying Kaepernick would have been released even if he didn't opt out of extending his stay.
Releasing the campaign at a time of such tension increased the exposure for Nike, as at the time it became one of the most controversial and widely reported on campaigns to be released. Not only this, but it added a high amount of support (as well as backlash) for what Kaepernick was attempting to achieve, giving Nike positive brand exposure.
Nike released the campaign on different forms of media, in a bid to get the majority of people involved and sell the message to as many people as possible. They released a TV commercial, Social media advertising and a billboard.
Nike used a different type of celebrity endorsement to get people talking about their campaign. Normally a company/brand would use celebrities that are admired in the media to help sell them. Nike took the opposite route, picking up a celebrity who at the time was America's most hated sportsman. Nike did this to send a message to Americans, saying they stand with what Kaepernick believes in, getting themselves involved in the tension. This had positive and negative effects. It resulted in the mass boycott of Nike products by people, but also gave them huge media coverage and many people standing with them. It created a clear division; the ones who supported and stood with Nike and those who didn't. The ones who stand with them would be those in the lower social grade and more ethnically diverse and of a younger age group, with the ones who don't being of an older age group, predominately white and of a higher social group.
Choices of Media
Nike released the campaign in different forms, to ensure it was open to everyone. The first time we saw it was on a September Wednesday on our TV screens. By releasing it on TV in the middle of the week, a time where the majority of people would be at home, either actively watching TV or having it on as background noise, it ensured that people would almost be forced to watch it, spreading what they wanted to. Having it on the TV would ensure it reached people of a younger generation, who would be watching with their parents. This allows Nike to reach those they mainly want to, portraying the message to those who need empowering the most.
(Image From Google)
Nike didn't just release the campaign as a commercial, but also as billboard. It wasn't just the release of a billboard, but the location of the billboard that was really smart by Nike. A billboard makes it virtually impossible to escape the message Nike want to sell to people, as its huge presence allows it to be seen from many different parts of the town/city it is located in. Using this form of traditional advertising allows Nike to branch to people who may not be indulged in the new form of technology, so won't be as exposed to new, digital advertising. Nike didn't just release a billboard, but they situated it in the middle of San Fransisco, the city who Kaepernick represented and where he kneeled during the national anthem. Nike did this to remind the people of San Fransisco of their player, and what he achieved on a bigger scale. They also put the billboard there to show where it all started, as well as a provocative statement to the 49ers.
(Image From Google)
By using social media to showcase the campaign, it allows Nike to target the people who directly follow them, so these people clearly have some sort of interest in Nike and the products they offer. It also allows them to invest themselves with new, majority younger audiences, as this is who uses social media the most. It allows the campaign to be shared rapidly and gain audience feedback quickly. Using social media allows Nike to branch out and allows the user to pro consume what Nike is attempting to share with them.
(Image From Google)
Representation
Throughout the campaign, with it being most prominent in the TV commercial, Nike use affluential, African Americans stars to help spread the main ideology of the campaign. Nike shows the struggles they overcame, in order to get where they are today. Nike chooses to do this to directly speak to members of this community; especially in areas such as Compton or Brooklyn, places where a wave and stereotype of troubled black youths have emerged over the past years. This has created a new wave of racism that is ever-so prominent in the USA, with police brutality on the rise and tension at its height. However it's not just in America where this is visible, London has seen an immense rise of knife crime all over the capital. Nike wants to show people, all over the world, that the place you're born in doesn't define the extent of change or progress you can make. Nike aims to replace the knifes, guns and drugs that become so prominent in these areas, with a purpose that will distract these young people from the everyday traumas that they face.
Featured in the campaign are black, inspirational stars such as: Serena Williams, Colin Kaepernick and Alphonso Davies. By having features of Alphonso Davies and Serena Williams, Nike is shouting at the youth that nothing defines what you can become. This branches Nike products to a 'troubled' group, who will look up to these type of people, replacing possible negative role models with positive ones, wanting to use Nike products to do so as this is what inspired them. This increases the customer numbers of Nike, whilst also making themselves the most popular brand amongst these people, as this is what they've seen their favourite stars wear.
(Images From Google)
Using Colin Kaepernick goes deeper. Nike uses Kaepernick to send a message to the whole of America. Kaepernick faced controversy and backlash for kneeling during the national anthem, to make a statement about social injustice and police brutality towards Black people. By having Kaepernick at the centre of their campaign, Nike is showing that they support the message and actions Kaepernick ook, showing how his actions went further then he ever could have hoped for. Nike also uses Kaepernick to branch to a new group of people: social injustice fighters. This shows Nike to be more in touch with current affairs then their competitors. It also shows Nike to be a 'brand for the people', giving them good publicity and a bigger following.
(Image From Google)
Call to Action
Nike ultimately created the campaign to sell more products and gain more profit. However the advert is also meant to shine light onto a deeper, nationwide problem in the USA. This is done through featuring Nike products in the campaign and heavy celebrity endorsement, bringing in a new demographic of people.
The campaign received a large amount of backlash from Nike customers and just members of the general public. As Nike used such a controversial figure, one who was deemed a national disgrace, there was always going to be a series of backlash. Customers boycotted, burnt the products and Nike lost millions. This was the immediate reaction. Despite the fierce outburst from members of society, it wasn't all bad for Nike. Sales rose 31% over Labour Day, bettering the previous years (2017) by some way. Nike also received mass publicity, due to the news coverage they received. This benefited Nike in the long run, as they still made a vast amount of money, still make the jersey's for the NFl and got people talking about the message they and Kaepernick knelt for.
(Images From Google)
Nike wanted people to spread the message that Kaepernick knelt for. The release of the advertising campaign allowed Nike to showcase support for Kaepernick on a mass scale, get people involved in the message and show that Kaepernick is not alone in his efforts to gain social justice and end police brutality. Nike wanted a reaction, to show the discriminatory and racist undertones that where still so prominent in America. By creating a conversation, it takes America one step closer to ending racial discriminatory and a step closer to equality. It also gave Nike loads of publicity and made them look good in a large number of the public's eyes.
Regulatory Bodies
This campaign would not have been able to reach a worldwide audience if it didn't match the criteria's set by regulatory bodies, in particular the Advertising Standard Authority (ASA) and the Office of Communications (Ofcom). The ASA is a self-regulatory organisation, responsible for ensuring advertisements match the advertising code of practice. Ofcom is the regulatory body for communications industries in the UK. Its responsible for the TV sector, and like the ASA, if something doesn't match its code of practice, it won't be aired. Nike's campaign was seen to neither cause offence, harm or mislead consumers, so was allowed to be aired.
(Image From ASA website)
This ASA code of practice states that no offence can be caused during advertisement. People may have being offended by the Nike campaign, due to the use of a personnel, who at the time was viewed as 'un-american'. However, the ASA allowed the campaign to stand as they felt it wouldn't cause offence in the UK.
Legal and Ethical Issues
The campaign didn't break any legal issues, however did cause a lot of ethical discussions, such as the strong discrimination and racism that Kaepernick received. Not only this, but the advert also raised issues regarding Patriotism, and whether it is more important to respect the flag than fight for social justice. Donald Trump commented on the campaign, stating that it 'sends a terrible message', as he believed the kneeling during the national anthem was an insult to not just Americans, but the American flag as a symbolic statement.
HSBC 'We Are More Than An Island' Campaign:
With the nation at an (almost) exact divide over the decision of Brexit, HSBC released an advert, celebrating the diverse culture that exists in the UK. HSBC claims the advert has no correlation to Brexit, but the timing of the release and the coincidences in the claims all seem to be too much of a simple coincidence...
Aims and Objectives
The aims and objectives of the HSBC campaign was to celebrate the diversity that exists in the UK. HSBC claim this had nothing to do with countering the Brexit thoughts and campaign line, 'Britain First'. However many have speculated that the main purpose of the campaign is to open peoples minds to become accepting of diversity that exists, and prevent it from ending. HSBC says that the objective of the advert is to show people that 'the things that make us quintessentially British are the things that make us inescapably international'. This further supports the view that HSBC released this campaign as an almost counter to Brexit, hoping to change peoples views and destroy the ignorance that has been heavily revealed during the whole Brexit campaign. HSBC want to send a message to the public; celebrate diversity and embrace what this country holds and offers, not destroy it. HSBC want to show themselves as an inclusive bank, wanting to help people of all ethnicities and backgrounds.
HSBC also want to highlight the ubiquity of their company. Over recent years people have become increasingly unhappy with the standards of banking they have felt, thinking that banks are unfriendly and not community friendly. HSBC want to show that they are a friendly bank, that is in touch with all the different communities in the UK and beyond.
(Image From Google)
Target Audience
The primary target audience is people who have a strong sense of community, who embrace the community spirit and want a bank that shares similar values to them. HSBC aiming at these people highlights the ubiquity of their brand, enticing people who have the same values to choose HSBC for their needs. HSBC chooses to aim at this specific audience to engulf themselves into British culture, and show that their is still friendly banks present, in a time where many have felt that banks have become unfriendly and unapproachable. By making marketing themselves as an approachable and friendly bank, HSBC were able to bring in a number of new customers, both young and old, advancing their customer range and adding to their overall goal of becoming the most used bank in the UK and worldwide.
The social grade will be completely across the board. This is because HSBC want to be seen as 'the peoples' bank, so the packages that they offer will be in place to benefit everyone, accomplishing that goal. Britain is predominately a middle/working-class country, so if HSBC where to focus the campaign towards those in an A-B social grade, they would be aiming at a minority, but they also don't want to exclude people of a higher social standing, as this would defeat the purpose of becoming the nations most used bank. By broadcasting to people across the social grade's, HSBC fulfils its mission of being seen as an approachable and friendly bank that all can approach and use.
The secondary audience of the campaign is people of a younger age, predominately 18-24 year old. This is because people in this age bracket will be looking to open a student bank account, a potentially daunting task. HSBC advertising themselves as a friendly and approachable bank means these people will come to HSBC to help them set up the account. bringing them more customers and branching themselves out to a new demographic, allowing themselves to become the nations chosen and most used.
Campaign Logistics
HSBC released this campaign early 2018, nearly half a year after the highly controversial decisions made by the British people to leave the European Union. The messages featured in the campaign have led many to believe that the campaign is an anti-Brexit one. HSBC denies the claims, but still faced a lot of backlash due to these strong connections. This branded HSBC as a one sided bank, defeating what they were attempting to do, advertising themselves as a community friendly, all welcoming bank. By sharing such one sided views, they showed that this was perhaps not the case. Realising a campaign with these messages however bought in a wave of 'remainers', as they shared the same core values that were clearly present with the people at HSBC.
HBSC released the campaign in a billboard form and as a TV advert. They did this to help spread the desired message to as many people as possible, bringing in the most financial gain and helping to spread themselves as community friendly bank, to all people, young and old. Releasing in both traditional and digital forms allows all people to view the campaign, with the traditional advertising being at bus stops, a form that is used everyday by all people. HSBC released these bus adverts across the country, advertising to the whole Britain, not excluding any area, cementing the sense of community into the HSBC ways.
HSBC employed Richard Ayoade to feature in their advert. Having a very popular, British star in the advert again highlights HSBC's attempts to show themselves as a company in touch with what the British people like and want. Having a well respected celebrity appearance shows HSBC to be respectable and trustworthy, also giving them good public persona, suggesting the values that they hold are ones that represent all that is good, also showing you can put your trust in them, as they hold core values that allow them to be respected in what they do.
Choice of Media
HSBC released the campaign over two forms of media: digital (TV commercial) and traditional (Bus stops). Releasing the campaign over 2 forms of media allows the message to reach a broad number of people, allowing HSBC to advertise themselves to all sorts of people, from all sorts of backgrounds, ages and ethnicities. HSBC used these two forms to attack both people on each side of the technological divide. Putting adverts at bus stops targets a specific group of people; ones who don't necessarily have much income, so would be really looking to find the best bank to help them with the struggles they may face.
HSBC produced a bus stop advert, which (depending on where in the UK you are) was personalised to that area. That enabled HSBC to really push the sense of community and friendly banking. By doing this, HSBC were verging onto the path of below-the-line advertising, as its a more personalised form of advertising, as they are specifically targeting one area at a time, instead of just trying to reach the country as a whole. Furthermore it proves that HSBC care about the community, by individually naming the areas it shows that HSBC are a company that care about the community that they are in, the main aim that HSBC want to prove through the campaign. Having these at bus stops makes sure people will see it, as everyone either gets the bus from these bus stops, drives past or walks past them.
(Image From Google)
Having a digital form allows HSBC to reach the people who maybe saw the advert, but didn't stop to read it. It allows people to get the message in a more interactive way, meaning the message is more likely to go in and stay in. This again helps HSBC to show their core values and principles. Presuming that at the time of the advert, viewers were actively engaged. The advert was released at peak television times, costing a large sum but working out the best for HSBC as it meant a large majority of people heard the message, forcing the principles of HSBC to be recognised widely and enforcing their position as a friendly and approachable bank.
Representation
HSBC have a celebrity appearance from Richard Ayoade, a well known and respected British actor, comedian, writer, director and TV presenter. Having a well respected and liked British personnel was very important for HSBC's attempt to prove the core values they have. Richard brings with him a large following, and if his fans see him promoting a certain product, or in this case a bank, they will know that it is a trustworthy and great product/service. Having a respected personnel work with you staples that point that what you offer is of high quality and best of the best. This brings HSBC more customers and profit in the short and long run. As Richard is of a mixed race, and from an immigrant household, it portrays a strong message, one heavily interlinking with the points made in the campaign; without diversity, things that we love wouldn't be here. HSBC purposely chose an actor of this background to signify diversity and ethnic differences, an attempt to rid discrimination and hate.
(Image From Google)
Richard represents the minority in Britain, but HSBC are saying that with them, no one is a minority, but all together and 'part of something bigger'. HSBC are telling the minority in Britain that they bring more then they could ever imagine, saying how with them, they are part of a great community that is so much more than it appears to be. HSBC are not just aiming to show the public their community values, but are also pointing at a all inclusive community, as everyone brings something to someone.
Furthermore, HSBC are trying to give a sense of hope for a post-Brexit Britain. Since the result of Brexit, the news has reported on an almost national crisis, with murder rates rising, house prices dropping, and the £ dropping in exchange too other currencies. HSBC want to show all the bright sparks that are present in Britain, and how this is what we should concentrate on, not all the doom and gloom. HSBC want to show themselves as a company for hope and prosperity, aiming to aid people from Brexit, by giving them a glimmer of hope and light.
Call to Action
HSBC created the campaign to encourage people to switch over to them. They do this by pushing themselves as a community friendly, in an era where a large sense of community has been eroded. The campaign is also meant to show HSBC recognise bigger issues, and is the best bank to take the Uk into its new, post-EU era.
The campaign received backlash from the British public, as people claimed it was a clear political message and agenda. Many claim the coincidence of timing and messages in the campaign are too much to ignore, hinting that the campaign is in fact an anti-Brexit campaign. Many spoke out against HSBC on different forms of social media, such as Twitter and Facebook, as well as leaving negative comments under the YouTube video HSBC released.
(Image From Google)
After the shock decision for the UK to leave the EU, HSBC threatened to leave the UK indefinitely, or at the very least move a large proportion of their work of shore. However despite the backlash, the campaign bought HSBC a large amount of coverage, as the campaign hit directly at a serious, controversial matter.
HSBC want to spread a message of positivity, friendliness and commitment. They want to show the UK that what they were being fed is not true and that all the different cultural aspects of Britain, is what make Britain so great. Not only a potential political statement, but also one on community. In a time where, especially the younger generation, people want to prove that their neighbourhood and community is the best, in an outbreak of stabbings and murders in 'postcode wars'. HSBC wants to show people that we are not just individual communities, but part of one large community, that should help all. HSBC want to show people that, even if they don't know it, we are all part of something far, far bigger. HSBC also want to implement their position as a community friendly bank, in an age where certain banks have gained reputations of being difficult to deal with and unfriendly.
Regulatory Bodies
(Image From ASA website)
HSBC could've faced a problem, as there is a strong link to a potential political message, which goes against the ASA codes of practices. However, as HSBC claimed to not have any political connection with this advert, the campaign was allowed to be broadcasted. The release of this advert during the country's Brexit turmoil was one of the reasons the advert caused controversy. Some saw its message of togetherness with other countries as being a direct attack on the UK's decision to leave the UK, with the suggestion that it might have had a political message. This, however, was not upheld.
Legal and Ethical Issues
The campaign didn't break any legal issues, or cause any ethical issues.
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message
HSBC consistently use strong pronouns, such as 'You' and 'We' to push the ubiquity of the brand, and align with the message it really wants to push.
HSBC uses the same colour scheme: red, white and black for the billboard and the final scene of the commercial. This is to create an image of familiarity in the audience's minds, allowing the audience to know what is being advertised the moment this text appears. This allows HSBC to be firmly fixed into the minds of the viewers. The use of the modern sans-serif font throughout the campaign allows the words to stand out, and be shown as the main part of the campaign. HSBC use this font, especially for the billboard, to allow the words to be seen and read clearly, pushing the message to all.
In the commercial, Richard Ayode speaks a list of reasons that make Britain, Britain. This list is almost word for word from the billboard. This is done to relate a video to the billboard, allowing the audience to put something visual to the words on the board, allowing them to really understand what HSBC mean, allowing HSBC to really push the message across firmly. This consistency allows the words to actually have meaning to the viewer, as they can see what these words are relating to and affect.
(Image From Google)
The social media video released by HSBC does have a sort of consistent aspect to it, but compared to the billboard to the TV commercial, it is very lose. The consistency is the use of Richard Ayode to push the message, and the use of the modern sans-serif font. This allows people to recognise that it is an HSBC campaign. Using the same actor shows HSBC to be a credible brand, as Ayode is someone whose done a lot of work with HSBC, showing them to be trustworthy and respectable, as they can keep good ties with a big name star. Using the same font gives HSBC recognisable appeals, as people's first thought of who the campaign is from would be HSBC, as they've seen that font be used by them so many times.
The strengths of the campaign was that it got people talking about the brand that HSBC wants to portray. It received mass press coverage, spreading the influence and expanding the reach of people that HSBC can aim too. This allowed HSBC to really cement their message into peoples heads, making their mission to be seen as a community friendly brand, through this campaign, a successful one. However the mass media coverage made it so HSBC received mass backlash, dampening the brand representation, perhaps dis-encouraging people from wanted to choose HSBC to open up an account with.
Just like HSBC, Nike keeps consistency throughout the different platforms they put the Colin Kaepernick campaign on, such as the main message, the main actor and the main purpose.
(Images From Google)
Consistency throughout the social media and billboard release of the Kaepernick campaign helps Nike to create a recognisable message and campaign. By allowing both the general public and people who specifically follow Nike and Kaepernick on social media platforms, this helps the message be sent to people all over. Keeping the same text allows the message be recognised and heard. It makes it so this line of text is synonymous to the Nike campaign. Having the same colour scheme on the social media release and the billboard release isn't specifically there to add anything to the viewers perception, but more to enhance the emotions that are already there through the image, the specific framing and the facial expression. This consistency through the campaign allows Nike show the seriousness of the message to everyone.
However, the colour and text differs in the commercial.
(Image From Google)
However, by keeping the same personnel throughout the entire campaign, Nike still have a recognisable future with their campaign. This allows the audience to put an image to the campaign. Throughout the campaign, Nike make sure to keep the importance of Kaepernick message clear throughout the campaign. This is shown through on the billboard and social media post, where it is his face that creates all the emotions and thoughts, and through the TV commercial, where Kaepernick is the narrator, having the final say in the campaign and on matters that occurs in the campaign.
Nike got people talking about social injustice and Kaepernicks aim, shining a light on the problem. This not only (hopefully) improved the matters that Kaepernicks was fighting to stop, but also improved Nike's financial intake, bringing in $6 billion since they released the campaign. However, the campaign resulted in a large amount of boycotts, aimed at Nike, and very passionate backlash, such as the burning and vandalism of some Nike products.
P1(U24): Describe the media products for an identified industry sector
There is many deferent ways that a company or brand could advertise their product. These include:
- Magazine Adverts.
- Newspaper Adverts.
- Leaflets.
- Posters.
- Billboards
- Social Media
- TV commercial
- YouTube
- In games
- In music videos
- In TV shows/Movies
Nike advertises their campaign by using three of the above advertising methods: TV commercial, Billboards and Social media. As these are quite different platforms, Nike had to make sure that each platform had an adapted version of the campaign, to match the platform it was put on.
Nike adapted the campaign by choosing a specific photo from the main personnel from the campaign, Colin Kaepernick; looking for a specific solemn tone and look to match the message Nike wanted to portray through the campaign. The photo was then given a black and white filter over it, not specifically adding anything new the billboard, but just emphasising what Nike want to really show through this campaign, to stand for something no matter what scarifies may come of it. Nike have the main line from the campaign across the main image in bold, sans-serif font. This is done to allow people walking past to notice the line, enabling Nike to really get the main message of the campaign across, to stand for what you believe in. These billboards were placed across a number of cities in the US, both in wealthy areas and in more deprived areas. This is above-the-line advertising, engaging a large target audience. People from poorer backgrounds and of African American background and of a younger age will see it, as its grand stature allows it to be noticed all over, catching the eye of both the target audience and perhaps people who are not in the specific target audience demographic the tertiary audience, people from wealthier background, older and white. This allows Nike to aim both directly at their specific target audience, and the people who may not have necessarily seen the campaign.
They keep it the same with the social media post, but allow it to be liked, commented on and shared. This allows for wide exposure of the campaign to occur, again enabling Nike to showcase the main message of the campaign. Nike place the campaign on social media to make it possible to reach out to a different group of people, enabling the message to gain wide spread views and support, gaining Nike a better perceived view in the public eye. Having social media posts allow Nike target specially at their audience, and almost leave it down to the activity of their audience to branch out further and wider, creating more exposure to Nike's brand, enabling Nike to make a larger profit at the end of it all. The specific social media platforms used, Instagram and Twitter were used as these are predominately used by people of a younger age, the main target audience of the campaign. This will directly hit them, enabling the message to be spread the best.
Nike adapted the campaign to fit our screens by showcasing the message in an inspiring and engaging way. Nike sought the help of other inspirational, black sports personalities, as well as ordinary inspirational people. Nike did this to enable the message to be seen throughout, without people dipping out of interest and the message of the campaign being lost in the process. By adapting the advert to be engaging and fun to watch, Nike got people talking about the advert, spreading the awareness about the brand and message. Nike appeals to their target audience by using people who are inspirational to the specific audience they want to speak to, enticing them into watching the advert, spreading the message enduringly. These include Serena Williams, who grew up in a very deprived Compton area, but still went to be regarded as one of the best athletes ever. Her appearance appeals to underprivileged teens.
Nike has adapted this campaign to match the different platforms its been placed on. This is done to engage new audiences, and spread the message efficiently and in a suitable way for that platform. For example Nike made the TV commercial captivating for an audience, enabling the message to be fully spread. This works better than just having the billboard on a TV screen for a period of time as the way Nike showed the campaign on our screens intrigued the viewing into wanting to continue watching, keeping them engaged. The social media adverts would engage a younger social audience whereas the billboard would engage an older age group. Using Kaepernick as the main celebrity endorsement creates controversy, creating dialogue about the campaign. This means that even if people don't argue with the message, they are aware of it.
Comments
Post a Comment