Analyzing an Ad Compaign

Campaign Presentations 5-7minWhat is the campaign?
Why was it created?
Who created it?
For whom was it created? (demographic)
How was the campaign presented: by what media?
A.I D.A.
Concluding remarks
• Success of campaign
• Awards?
• End of campaign

Sony Bravia exampleBravia, Colour Like No Other 2006-2009
Created to overcome Sony’s drop in market share of TV sales due to high cost of Bravia TVs against cheaper rivals

Who created? Fallon Advertising: http://www.fallon.co.uk/

For whom? Wide ranging demographic of males and females ages 25-55 who want quality images on their TV

Media: Driven by the TV ads, supported by a web site, magazine ads, billboards. The campaign almost immediately went viral

A. The setting for each commercial, established with a wide-angle shot

I. The introduction of colour and shapes out of context to the setting

D. The actions of the colourful shapes in harmony with the music

A. The slogan, logo, and website address
Concluding Remarks

• Great success, sales went up dramtically, other ads for other Sony products created in same format
• Won awards, including best ad campaign 2006
• By 2009, campaign losing steam, Sony moves in new direction with Kaka ad to focus on HD Bravia and sports

Sources

http://www.campaignlive.co.uk/