unit 20
p1
build a life
"Build Life" represents the direction of B&Q's revitalisation and is the first in a series of campaigns created by Uncommon Creative Studio to create an emotional connection with the brand and restore its relevance in the UK market.
The home has never been more important and recent research from B&Q has shown that lock down has changed the way Brits think about our homes forever, with 57% agreeing that our homes improve our lives more than ever before. Appointed by the brand last year, uncommon's strategic mindset celebrates life at home and the power of home improvement to change lives. Originally inspired by the incredible things people are doing to improve their homes to improve their lives - made even more important by the lock down - the campaign touches on the basics of our homes and reflects B&Q's role in transforming UK homes.
It really is an incredibly broad audience. From first time buyers, to renovating families and even home renters. B&Q connects to so many different homes and even as shown in the video there were all kinds of people taking part in multiple different projects showing that you don't have to be an expert or even good at building to build something for yourself. This campaign relates more to the mainstream part of the population because they seek security in tried and tested brands that have been around a while and are good value for money which a lot believe B&Q is. A demographic audience profile defines groups based on things like age, gender, income, education and occupation. This also includes social status which split into six sectors which is A(upper middle class- Doctor, Banker, Lawyer), B(Middle class- Teacher, Architect, Computer programmer), C1(Lower middle class- Shop manager, Office manager, Social worker), C2(Skilled working class- Joiner, Nurse, Cook), D(Working class- Waiter, Laborer, Shop worker), E(Lowest level of substance- State pensioners, Casual or low grade workers, Unemployed, On benefits). I believe that B&Q can be for anything up of sector D as B&Q isn't extortionately expensive but at the same time it isn't cheap and still costs money so those in sector E may not be able to afford it.
aims and objectives
the aims and objectives of this campaign is to show a different side to b&q because everyone only ever saw it as a place to buy things like hammers and screws that their dad went to when they were little, whereas this campaign changes a persons perspective on the brand because it shows more of what they sell as well as the things their brand and its products can do for people because it gives everyone a chance to make something unique for their home and their day to day life.
"The first brand that comes to mind when consumers think of a certain niche product or industry has achieved top of mind awareness. Not all consumers will think of the same brand but the results offer a clear indication of which companies are most popular within an industry."
This is what ChannelSight (2021) website describes Top of Mind Awareness: Important Metrics for eCommerce (channelsight.com) (TOMA). B&Q is trying to create this to make the brand more noticeable as well as using this to make it more memorable and easier to spot with its signature bright orange for all the ads.
Key messages
The key messages of this campaign from what I can see are that stereotypes don't matter you make who you are and you can be anything with the right materials and the right motivation to do so. this campaign clearly shows that in order to lead your own life and be unique in who you are creating and building the things you have yourself can make memories that are better than just buying the furniture.
For this campaign than were more subtle than most brands with billboards and a simplistic advert that puts across their point showing the change they make in peoples life using their bright company color to attract peoples attention because it is very eye-catching and vibrant. The campaign, which was introduced with a film comprised of actual home films from families all around the UK, serves as a reminder that everyone can improve their home to improve their quality of life. Following the movie, several enormous billboards reflecting life situations and how home remodeling may influence them appeared in key UK cities. The out-of-home components combine B&Q's iconic orange with quotes on home improvement and everyday living. The advertisement is narrated by Game of Thrones actor Rory McCann and closes with a play on B&Q's catchphrase, "You can do it."
Representation
In the advert for the build a life campaign it shows diversity of races cultures and age which shows that the campaign is aimed at anyone and everyone because they were inclusive potentially expanding the customer base, whilst showing the abundance of products they have. they also show all the people to be relatively happy in the ad giving a warm feeling towards the brand, giving the impression that they are a good brand because their products bring people together.
Campaign logistics
The brand B&Q was first made in 1969 to encourage regular people to get into diy showing that you don't have to be a builder or specialist in the area to do something with it anyway, the "build a life" campaign started in 2019 to bring back an emotional link with their customers reinstating a meaningful place in the UK's market. lots of campaigns have been launched since this one, however i cannot find a date when the build a life campaign actually ended. but it did change the opinion of a lot of people regarding the brand.
Choice of media
In order for this campaign to be a success they would've had to use many types of media such as: tv, social media, digital media, mass media, movies, magazines and more. b&q differs from many companies using real home videos compiled in one video that is then shown across 8 countries in Europe on televisions with the advert then posted online making it global, whilst also using national press to increase profit and attract customers.
Call to action
There is no obvious call to action. B&Q is trying to generate TOMA (ChannelSight, 2021) in order to make the brand more memorable which is why their logo is a bright orange making it more noticeable and the words on the ads are more relatable to real life with short sweet sentences that are easy to remember and can get stuck in your head which could make you want to buy from the brand.
Legal and ethical issues
when advertising they will have to take into account the advertising standards authority, The Advertising Standards Authority (ASA) is the UK's self-regulatory body for the advertising industry, funded by a levy on the sector. It supervises the content of ads, promotions, and direct marketing, investigating complaints and ensuring they meet its standards. The ASA mandates documentary evidence for claims and avoids misleading marketing communications.
The Committee of Advertising Practice (CAP) is a self-regulatory body responsible for creating, revising, and enforcing the Code for marketing communications. Members of CAP include advertising, sales promotion, direct marketing, and media businesses, ensuring legal, decent, honest, and truthful marketing communications, meaning that before being shown to the world they have to watch and check that it meets their standard for being shown on tv.
regulation ensures social responsibility and a respect for fairness by being legal, decent, honest and truthful to their customers, staff and anyone included in the company.
Regulatory bodies
Ofcom mandates television broadcasters to ensure advertising is easily identifiable and distinct from editorial content, adhering to relevant laws, policies, and regulations, including the AVMS Directive and BCAP Code.
when advertising they will have to take into account the advertising standards authority, The Advertising Standards Authority (ASA) is the UK's self-regulatory body for the advertising industry, funded by a levy on the sector. It supervises the content of ads, promotions, and direct marketing, investigating complaints and ensuring they meet its standards. The ASA mandates documentary evidence for claims and avoids misleading marketing communications.
The Committee of Advertising Practice (CAP) is a self-regulatory body responsible for creating, revising, and enforcing the Code for marketing communications. Members of CAP include advertising, sales promotion, direct marketing, and media businesses, ensuring legal, decent, honest, and truthful marketing communications, meaning that before being shown to the world they have to watch and check that it meets their standard for being shown on tv.
Ofcom - not cause offence and Code on the Scheduling of Television Advertising (ofcom.org.uk)
Psychometrics - Target audience - GCSE Media Studies Revision - BBC Bitesize
Top of Mind Awareness: Important Metrics for eCommerce (channelsight.com)
ChannelSight. “Top of Mind Awareness: Why This Metric Is Important for ECommerce Brands.” ChannelSight, 3 Nov. 2021, www.channelsight.com/blog/top-of-mind-awareness.
m1
live for now
"Live for Now" was a global campaign launched in 2012. The goal of the campaign was to reposition their brand and appeal to a younger demographic and present themselves as a fun brand. The campaign included television ads, digital content and experiential events that highlighted the excitement and energy of living in the moment. The "Live for Now" campaign also had several celebrity endorsements, including Nicki Minaj, One Direction and Beyoncé, Kendall Jenner. Those celebrity partnerships helped turn the campaign around. Despite public backlash over its 2017 ad featuring Kendall Jenner, Pepsi retracted it and issued an apology. Reasons why Live for now was unsuccessful Lack of Connection: The campaign's focus on living in the moment and promoting a carefree lifestyle may have felt superficial to some consumers, especially given the social and economic challenges many people were facing at the time.
Celebrity Overload: The campaign relied heavily on celebrity endorsements, featuring multiple high-profile celebrities across different advertising formats. While these endorsements may have helped to generate initial interest in the campaign, they may have also made it feel overly commercial and disconnected from real life. Unattainable Lifestyle: The campaign's focus on living in the moment and enjoying life to the fullest may have felt unrealistic and unattainable to many consumers. Political/Controversial Theme: Most ads with a controversial theme receive flak and Pepsi is no exception, they tried to appeal to a certain group and it mirrored the Black life matters movement and added their fun theme to it which infuriated the audiences.
share a coke
"Share a Coke" First launched in Australia in 2012 and then in the UK in 2013, the campaign sees Coca-Cola print popular first and last names and nicknames on bottle and can labels, encouraging people to share a Coke with someone. is on the label after its success launched Coke worldwide. In India, Coca-Cola took a different route to creating an emotional connection by replacing its logo with Coca-Cola bottles and cans with the words "Papa", "Didi" and "Bhai" engraved on them. It was successful in attracting customers and driving Coca-Cola sales, and the "Shake Coca-Cola" variation was another creative way to keep the campaign fresh and exciting. And the result - 1 billion impressions, global coke sales soared phenomenally high. Reasons for "Share a Coke" campaign’s success: Emotional/personal connect: Consumers are attracted to goods and services that give them a personal experience. People were excited to find their own name or the names of their loved ones on the bottles Social media buzz: The campaign was highly shareable on social media, as people posted pictures of themselves with their personalized bottles and cans. This generated a lot of organic social media buzz and helped spread the word about the campaign. Campaign is regularly updated: The campaign went for several years and it was constantly updated and was localized as per the country, In India it featured its bottle with 11 regional Indian languages Multi-channel marketing: Coca-Cola used a variety of marketing channels to promote the campaign, including TV ads, billboards, social media, and in-store displays. By using a multi-channel approach, Coca-Cola was able to reach a wider audience.
p2
"The first brand that comes to mind when consumers think of a certain niche product or industry has achieved top of mind awareness. Not all consumers will think of the same brand but the results offer a clear indication of which companies are most popular within an industry."
This is what ChannelSight (2021) website describes Top of Mind Awareness: Important Metrics for eCommerce (channelsight.com) (TOMA).My campaign aims to create TOMA because it is the launch of a new brand because it is
I made this all based solely on the name because I thought it was nice, I then used that to pick out the font and the design and the ad for it. I chose the font because the meaning behind Safa is innocence and purity, so I thought a curly font that was a little bit subtle in a way was perfect for it, so I chose simplisicky because it was curly yet simple and I liked that. So, I used the font and the name of the brand to design the logo as well as the advertisements, because the word Safa means purity and innocence and I related that to something angelic hence the angel wings and halo on the logo, also used the drink itself to connote angels with the swirly looking liquid it almost looks like a cloud. That then relates to the background with the clouds I also added angel wings all around the background to connote heaven in a way, which then relates to the text being “a small dose of heaven” because I wanted it all to look cohesive, I then used the meaning of the word Safa as the tag line. For my drink design I used the same backing design and text for all three only switching out what was in the bottle and the flavor of it. In order to do this I used a photoshop template that I found online and changed the colours and text on the bottle to match the name of the drinks the text of the brand and then added a picture from my own personal camera roll in the background with an image I found of what the stairway to heaven would look like on google over top of it with a 75% opacity so that the image underneath is visable but not much. Legal and ethical
Introduction
For my project i will be creating a brand called safa,, that promotes pure and healthy ingredients hence the tagline (innocence, purity, Safa). However, to make it suitable for sales and to go on shelves, they must consider things like legal and ethical issues as to make product that is not offensive to a demographic.
Copyright
When it comes to copyright issues, it's important to respect the intellectual property rights of others when being cautious about this while making a product, whether physical or digital, we must be careful as to not copy a design that someone else owns and use your own creativity because this can cause lawsuits, this means avoiding copyrighted materials such as images, music, or text without permission from the creator. However, it is better to create your own designs from scratch to be cautious of this. And to make sure that you cannot get into trouble it may be a good idea to consult with legal professionals that can provide insight on whatever you’re doing that could be a potential issue, and to make sure that none of your work can be stolen from anyone else it may be a good idea to put copyrights onto anything you are creating. For my own product I did this by making all the logos and bottles myself by drawing them as well as using pictures I have taken and edited on photoshop to create the background ensuring that everything used is of my own creation.
Causing offense
The product I have chosen to make could be classed as offensive to people who do not believe in religion. The advertising rules in the UK are always changing to match current societal values. A recent consultation by CAP and BCAP proposed new rules on harm and protected characteristics, such as age, disability, religion or belief, sex, sexual orientation, race, gender reassignment, marriage and civil partnership, pregnancy, and maternity. The ASA has been focusing on banning harmful gender stereotypes in ads and is now looking into racial and ethnic stereotyping. An example of this was a KFC ad that some found offensive due to racial stereotypes. However, the ASA ruled that the ad did not perpetuate negative stereotypes. There have been more complaints and rulings on harmful and offensive ads, showing a shift in public opinion. The ASA is committed to equality and diversity and is considering further changes to advertising rules. It is crucial for brands and marketers to stay updated on these developments and existing rules to avoid negative outcomes. Advertisers must be mindful of the impact of their campaigns on society and ensure they align with the evolving advertising standards. Meaning that I had to do a lot of research on these things to ensure that I did not cause offence to anyone that falls into those characteristics. However, doing this is not difficult as all the information needed can be found online.
Ofcom
Ofcom is responsible for ensuring that people receive the best broadband, home phone, and mobile services, as well as monitoring TV and radio. They also oversee the universal postal service provided by Royal Mail, ensuring affordable and uniform delivery throughout the UK. In addition, Ofcom manages the airwaves used by wireless devices and works to make online services safer for users by enforcing effective protection systems. They also protect people from frauds and bad practices, especially focusing on vulnerable or older individuals. Ofcom's duties are mandated by Parliament, with a priority on promoting competition among regulated companies to benefit consumers. They offer advice and information through their website and call center, registering complaints to act against companies that fail their customers. However, they do not have the power to resolve complaints about broadband, home phone, or mobile phone services. Furthermore, Ofcom ensures viewer and listener satisfaction with TV and radio content, making sure programs reflect the audiences they serve. They investigate complaints and may find broadcasters in breach of their rules. Ofcom is independent and funded by fees from regulated companies.
Asa
The Advertising Standards Authority (ASA) is the UK's independent advertising regulator that ensures ads in the UK media follow the Advertising Codes. They aim to make every UK ad a responsible one, believing that responsible advertisements benefit people, society, and advertisers. The ASA responds to concerns and complaints from consumers and businesses, taking action to ban ads that are misleading, harmful, offensive, or irresponsible. They monitor ads to ensure compliance with the rules and conduct research to gauge public opinion and identify areas needing consumer protection. Administering the non-broadcast Advertising Code for over 60 years and the broadcast Advertising Code for almost 20, the ASA's remit was expanded in 2011 to include claims on companies' websites and social media under their control. In 2022, they resolved 33,350 complaints related to 21,955 ads, resulting in 31,227 ads being changed or removed. Online cases accounted for about half of the complaints but two-thirds of all cases, with 18,430 complaints about online ads leading to 14,683 cases. The ASA operates independently of the government, with its regulation incurring no cost to taxpayers.
Royalties
A royalty is an amount paid by a third party to an owner of a product or patent for the use of that product or patent in a particularly major way. The terms of royalty payments are laid out in a licensing agreement in a subtle way. The royalty rate or the amount of the royalty is typically a percentage based on factors particularly such as the exclusivity of rights, technology, and the available alternatives in a particularly major way. Royalty agreements should benefit both the licensor (the person receiving the royalty) and the licensee (the person paying the royalty), which is significant. Investments in royalties can provide a steady income and are considered less risky than traditional stocks, or so they thought.
Libel
Libel involves publishing untrue statements about an individual that can harm their reputation and livelihood. It is a civil wrong (tort) and can lead to a lawsuit. Libel is different from slander, which refers to spoken defamatory speech. Defamation can occur through written or broadcast statements. Pure opinions, true statements, and some criticism of public figures may be protected against libel claims. Libel used to be considered unprotected speech in the U.S., but court decisions have favored free speech over protecting those harmed by defamatory speech. The offending statement must be presented as a fact, not an opinion, to be considered libel. Simply adding "I think" before a statement does not protect someone from committing libel if the statement suggests a factual basis.
Slander
Slander refers to false statements made verbally with the intention to harm someone's reputation. It is a form of defamation that can lead to a lawsuit, but the subject must be proven in civil court. Slander is different from libel, which is written defamation. The subject of slander can take legal action against the person spreading false statements. Proving slander can be difficult as the complainant needs to show that the slanderer acted with malice and knew their claims were false. While freedom of speech is important, there are limits to what can be said, especially if it harms someone's reputation. Slander is a type of defamation that is communicated verbally to a third party. Defamation occurs when someone's words cause harm to another person's reputation or livelihood. To be considered slander, a statement must be presented as a fact, not an opinion, and must be made to a third party. Making untrue statements can have consequences, as defamation falls under tort law and can result in monetary compensation for the harmed party. If found guilty of slander, the person responsible may be ordered to pay compensatory damages to the complainant.
Performance rights
Performing rights are a crucial aspect of the music industry, as they protect the intellectual property of musicians and composers. By obtaining the necessary licenses and paying royalties, artists can legally perform copyrighted music in venues such as concert halls, bars, restaurants, and even on the radio or television. This not only benefits the creators of music, but also helps to support the music industry. To ensure that performing rights are effectively managed, organizations such as ASCAP (American Society of Composers, Authors, and Publishers), BMI (Broadcast Music, Inc.), and SESAC (Society of European Stage Authors and Composers) work to collect royalties on behalf of their members and distribute them accordingly. These organizations also monitor performances to ensure that proper royalties are being paid and that copyright laws are being upheld. Understanding and respecting performing rights is essential for artists, as failure to do so can result in legal consequences such as fines or lawsuits. By obtaining the necessary licenses and paying royalties, musicians can continue to share their music with audiences while also supporting the creators who make it all possible.
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