M1 (U20): Evaluate different cross media advertising campaigns for consistency of message
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products.
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message.
John Lewis and their Moz the Monster campaign did very well to keep the consistency of their message throughout their campaign and promoting the story of Moz The Monster and the campaign very well. The message that John Lewis wanted to send out to their audience was to have happiness and friendship over the festive period. Moz The Monster did turn out to be a very successful campaign and at the time helping prove their constincy of message about friendship and hapiness as when customers bought Moz The Monster merchandise 5% of each sale would be donated to a children's charity Bernardo's to help them have a better Christmas and allow them to enjoy it even more.
https://www.telegraph.co.uk/content/dam/video_previews/j/4/j4axzizde6gdjvgtllntmvcbvlbxgchl-xlarge.jpgThis is from the Moz The Monster television ad, every year Moz The Monster main stream of advertising is their television ad. This year Moz The Monster got the record amount of views out of all the previous John Lewis adverts and it did prove to be a very popular advert to families, children and adults. It was good as it advertised having a good time together and being happy with your friends and family throughout the advert which will make children happy to go shopping there, making it easy for their parents. Television is usually the best form of advertisement for companies like John Lewis who are big enough to afford it, however most companies can not afford to advertise on televisions.
Here is the John Lewis Moz The Monster TV advert.
Another form of media John Lewis had used to promote the Moz The Monster campaign was the story book via the print copy and on google home where there is a digital copy and it will help children for asleep and it will make them become fans of the Moz The Monster story and once that happens it will make it easier for parents to go shopping at John Lewis without kids bothering them as the kids will be happy to see the Moz The Monster merchandise in there. This form of media keeps up with John Lewis' consistency of message as it represents happiness and friendship via the book.
Another form of media that was used to promote the campaign was the Moz The Monster facebook page they did this by adding filters to the facebook cameras so that you could "Mozify" your face which can also represent happiness and laughter.
Along with all of this, lastly John Lewis customers were able to see the first snoring and farting store front ever in John Lewis' Oxford Street store, they kept their consistency of message through doing this as it would make customers from all ages laugh and they would have happiness and laughter over the festive holidays.
Along with this Moz The Monster appears within all components of the campaign this is good and very effective as John Lewis will be reinforcing their brand and when you see Moz The Monster customers will remember that it is from John Lewis and it will help them to gain extra brand recognition and people will remember that Moz The Monster represented John Lewis. Along with this it will allow John Lewis to target different audiences and they will be able to target the younger generation with the story and they will be able to enjoy it because of the merchandise such as the small toys and the story via book and google and home. It is also good that the advert is targeted at the younger generation because when they grow up they will remember around Christmas time back to when they are younger and they will remember the Moz the Monster advert and then will remember that it was made by John Lewis, so it is good to have an iconic feature within the advert that people will remember.
EA SPORTS' FIFA 18 campaign was used in many different forms of media so EA were able to get the product out to customers in the best and most effective way possible and show them that FIFA is the best football game out there and they want to bring the football community together so that they can enjoy the game.
One form of media EA used to emphasise on their message that they are the best game and they want to bring the football community together is YouTube. EA release multiple trailers via their channel and they break down different game modes to influence customers that is the best football game out there and they should buy it when the game comes out.
Another form of media that EA use for their campaigns on a yearly basis is twitter and other social media platforms but mainly twitter, EA often tweet out spoilers and updates on there on how they are improving the game or what is going to be in it and advertise it to the fans in the most influential way possible, in order to show that there message of being the best football game has meaning, EA take on customers feedback via twitter and do their best to improve on the faults of the game to ensure that all customers are happy. Here is an example of their activity on twitter. By staying in touch with their customers and fans on twitter EA will be able to make sure they are keeping their game up to customers standards and making sure that they are happy with the product.
Along with these forms of advertisements for EA to reach out to their target audience they also produce a television advert on a yearly basis. It is very important that EA get the television advert to the best of their ability as this is the most effective form of advertising and it is where most people will see the product being advertised. They usually advertise on sports channels as those people watching it will be the people that EA want to buy the game. As well as this the most expensive form of advertisement is through the television however it is usually the most effective way. This years television advert for FIFA was a very unique one that included everything, they included some gameplay clips so fans can see what it is like in game. As well as this they have the footballing stars in the ad in person as well as just general people from the public enjoying the game. This goes back to EA's message of creating a community for people to enjoy and everyone within the footballing community can enjoy the game whoever you are. Here is the television ad that EA produced this year.
Lastly another thing EA do to promote their message of creating a community for all football fans to enjoy the game is host an event every year called EA play where famous Youtubers get together and play the new FIFA and release the footage to the fans via their youtube channel. Overall this is a very effective way of advertising as these Youtubers get millions of views and by EA inviting them to play their game and thanking them for being loyal customers they also are getting free advertisement out of it as well as showing that they have created a community for everyone to enjoy the game.
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