LO1 (Unit 20): Know how existing campaigns embed advertisments across a range of media products
LO1 (Unit 24): Understand the products that are produced within and across media industries
P1 (Unit 20): Describe an existing media advertising campaign
Nike 2018 Campaign:' Nothing Beats a Londoner'
Aims & Objectives:
The aims and objectives of this marketing campaign would include attracting their selected target audience ('londoners' aged between 16-24) and gain popularity, as well as sell their products to customers.
The main attraction from the campaign was the "Nothing Beats A Londoner" video. The objective of creating the video was most likely for it to have heavy circulation among Nike's demographic and go viral. This would most likely be the main objective of the campaign as the results from this would include a greater following of customers, as well as an improved reputation and boost in sales of Nike products, all of which benefit the company.
Target Audience:
The video that was apart of this campaign included celebrity endorsements. These included grime artists (such as Giggs and Skepta), actors and comedians (such as Kurupt FM and Michael Dapaah) and other well-known indivuals, including Olympic gold-medalist Mo Farah.
Due to the nature and content of the video, and the popular indivuals that it included (who appeal to a specific age range), the campaign would most likely attract a primary target audience from London aged between 16-24.
The campaign also included various social media features, such as Snapchat stickers, GIFs and a custom made 'story' on both Snapchat and Instagram. These were in place to promote free sport events and encourage younger audiences to take part.
In terms of race and ethnicity, throughout the video a range of individuals from multiple ethnic backgrounds were featured. The campaign did not focus on a particular race, religion or ethnicity due to the broad amount of diversity it featured.
The video also had a range of social/economic classes. It did not exclude anyone in terms of their class. The contents ranged from a teenager playing basketball in what he stated was a "council funded" court (stereotypically targeting C2, D and E NRS Social Grades) to another teenager, of the same/simular age who was complaining about "not being in first place", who was clearly of a higher class (targeting those between A-C1 social grades).
The secondary target audience of the campaign would include an older demographic, most likely to be aged 30+. This is due to the attention that the campaign caught from Sadique Khan, the Mayor of London, as well as the campaign being featured on news platforms such as The Drum and the BBC - both of which are most commonly viewed/read by an older demographic.
Key Messages:
As the campaign included a promotion of free sport events, a key message from Nike would have included encouraging youth to takepart in such activities.
The campaign's video consisted of various celebrities and young individuals comparing their daily hardships with eachother. This connotes that Nike is putting a message across that 'londoners' are, in a sense, invincible, and accentuates the statement used by Nike "Nothing Beats A Londoner".
From the slogan/name of the campaign, it can connote that Londoners are supposebly 'the best' and, those from London should be proud of where they come from. This creates a connection between customers and the brand, as they can relate to the campaign. It also adds value to the identification of being a 'Londoner'.
Methods of Advertising & Choice of Media:
The campaign was advertised across social media, with various 'stories' on both Instagram and Snapchat that enabled users to swipe up and view featured clips. On the Nike London Instagram page, they have the famous slogan "Nothing Beats A Londoner" in their bio. This both reminds and reinforces the campaign to individuals visiting the page.
The video that was the main feature of the campaign was initally uploaded on YouTube, recieving a total of roughly 9 million views. Soon after the video was released to the public, it went viral and was trending on both YouTube and social media sites (including Instagram and Twitter). The video gained such a great amount of recognition that it even ended up winning the Grand Prix at Cannes Lions. This not only raised brand awareness and increased Nike's recognition amongst their audiences, but also positively boosted their reputation.
The campaign also featured a "Halfterm Takeover" poster that promoted the Nike app. This firther targeted their chosen demographic as they are prominant smartphone users.
With regards to logos and text, Nike slightly adjusted their classic 'Swoosh' by including a shortened variation of the word 'Londoner'. The bold and itallic font keeps withing tradition to the style of text that Nike tend to keep throughout their advertising, creating consistency throughout their campaigns, and making the brand easily recognisable.
Approach:
The campaign was focused on the video released by Nike, and was predominantly gaining attention via social media sites and YouTube.
Due to the campaign being later pulled from the internet, it was difficult to establish the amount of re-tweets to which the campaign recievedon Twitter, however it was clear that famous indivuals such as the Mayor of London and canadian rapper Drake demonstrated their apprecitation for the campaign by re-sharing it.
Representation:
In the video, the individuals are represented as accurately as possible, in relation to their postion in life. For example, the individuals included in the campaign appear to come from various ethnic backgrounds, as well as backgrounds relating to where they live in London. This makes the campaign seem raw and as realsitic as possible, making it easier for target audiences to relate to the brands message. To add, the clothing in the video rages from casual, to sport-specific, which reflects the orignal purpose for Nike's products, as well as promotes their new range of clothing.
In relation to conforming to stereotypes, there were some characters that were percieved to fit certain stereotypes. For example, there was an extremely well spoken young male who appeared to be apart of a rowing team. This conforms to the stereotype of upperclass/wealthy british people who may be percieved as 'posh', as rowing is a predominately upper class sport and the accent of the actor was eccentric and very well spoken, further supporting the idea of forming a 'posh' stereotype. To add the individual was also a white male, which also implies the stereotype as white British males tend to dominate the upperclass population in Britain.
Campaign Logistics:
The campaign was released near half term in February. Nike organised a series of free sporting events that were aimed for secondary school children in order to encourage sports among young generations. The convenience of launching the campaign before half term meant that it would be fresh in the heads of their target audience, resulting in a greater amount of indivuals participating in their free events.
The campaign was also publicised before the release of Nike's new "LDNR" product range, however it is difficult to establish specific dates of this release due to the campaign eventually being pulled. By releasing the campaign before their new products, and having celebrity endorsements which included them wearing the clothing throughout the video, the target audience of Nike can see what the release was going to potentially include, as well as encourage consumers to purchase their new products; seeing celebrities wearing the clothes will make indivuals more inclined to making a purchase. For example, grime artist, Skepta, can be seen in the image wearing a Nike "LDNR" jumper. Furthermore, by releasing the campaign before the release of their new "LDNR" range, Nike can increse the anticipation and excitement among their target audience.
Call To Action:
The call to action of this campaign is shown at the end of the end of the video, where a website link for Nike London is presented.
The call to action line is "Show You're A LDNR" followed by the website link. By including the word shortened word "LDNR" it reminds viewers of the campaigns name and increases the brand recognition.
Legal & Ethical Issues:
No specific rulings
Despite the campaign not raising any issues with the ASA, there were implications surrounding the abbreviation used "LDNR". The word shared too many simularities with another brand entitled "LNDR". This resulted in Nike losing the trademark argument between themselves and LNDR, which coincidentally is also a sportswear brand. The case was taken to Intellectual Property Enterprise Court where it was decided in the brands favour that Nike had infringed the trademarks of LNDR.
The ethical issues surrounding this incident included audiences being confused as to whether the Nike campaign was a collaboration between the two brands.
This was effecting LND's brands identification amongst its target customers, resulting in the business going forward with legal procedures.
Regulatory Bodies:
Marvel's 'Black Panther' (2018)
Aims & Objectives:
The aims and objectives for the Black Panther film would have included winning awards (such as an acadamy award), boost revenue and popularity through positive reviews. Most importantly, the Marvel blockbuster would have aimed to successfully target their chosen demographic of teenagers and young adults ranging in age from around 12-25, as well as families.
Target Audience:
The primary target audience for the film included teenagers and young adults. Stereotypically speaking, the film was a super-hero, heavy-action film and, with the protagonist being male, it is highly likely that it was targeted at a male audience. However, the main characters "side-kick" was his younger sister, who demonstrated a strong female role throughout the film, as well as other strong female roles, prominent throughout the film. This is likely to have attracted a female following.
To add, Black Panther was the first super-hero film including a predominantly black all-star cast with the likes of Michael B. Jordan and Angela Bassett. The film was also intentionally released during Black History Month, to further the recognition and praise amongst black communities. This is a strong indication that the film was specifically targeting black audiences. In an article on MediaPost.com, it is stated that statistics from 'comScore' identfied the audience of Black Panther (for the opening week) to being 37% black and 35% white. This is a strong indication that the targeted marketing of the film was successful.
The secondary target audience for the film would have likely included an older demographic, consisting of roughly 25-35 years of age. Furthermore, the film went on to being both nominated and winning a series of acadamy awards, including costume designer Ruth Carter winning 'Best Costume Design' at the 2019 Oscars. Despite the large following to which the film recieved from black audiences, it is highly plausable that voters were also Marvel fans and comic-book readers - an audience which is predominatly white. This is likely to make the secondary target audience consitsting of caucasian indivuals.
Key Messages:
The key messages behind Black Panthers campaign, like many films, is to engage audiences and encourage them to watch the film. An example of how the film will communicate its key messages is through its trailers and posters. For example, in the trailer of Black Panther, the plot is presented to viewers. This enables indivuals to understand what the film is going to be about, and further encourage them to watch it.
More specifically, in the posters, lead characters are presented holding weapons. This further suggests the action-packed plot of Black Panther, and correlates back to the movie being a superhero film - which is likely to include a substantially large battle.
Amongst black communities, it is also suggested that the images of characters on the posters for Black Panther encourage black empowerment. This is due to famous black actors being presented in a noble and strong manner. This further targets the films primarily black target audience.
Choices of Media:
The types of advertising used for the films campaign include both conventional and modern methods. This ensures that a wide variety of ages and indviduals are reached. For example, older demogrpahics (secondary target audiences) are less likely to be prominent on social media, however they are not excluded from the marketing of Black Panther as the film also provided advertisments through traditional platforms (such as billboards).
In more detail, the types of media used for the marketing campaign of Black Panther included social media (such as Instagram), billboards (both static and digital), TV (trailers), radio (audio trailers) and online (e.g. web banners and YouTube trailers).
Throughout the advertiments of Black Panthers campaign, the colour scheme and logo was consistant. For example, all of the posters for the film followed a cool, dark tone colour scheme. Another example includes the logo for Black Panther not only being the same throughout, but also being accompanied by the Marvel Studios logo. By including the bold red Marvel logo, it not only stands out, but also grasps the attraction of Marvel fans, increasing the films following. Furthermore, the consistancy with regards to the designs of the movies promotional materials, helps to create an image for Black Panther - making it easily recognisable amongst its target audience and increasing in brand recognition.
Approach:
The initial 'introduction' to Black Panthers marketing campaign was the release of their taster trailer at Comic Con International in 2017. Trailers later took to TV screens, alongside it being uploaded to the Marvel Entertainment YouTube channel. Not long after the teaser was released and uploaded, it became a trending video on YouTube and recieved over 41 million views.
The second most used method of marketing for Black Panther was social media. Not only does the Instagram accountdedicated to the film have over 1 million followers, but the movie domintated Twitter. According to The Independent UK, they recieved over "35 million tweets", becoming the most Tweeted about film ever, as stated by Twitter. Amongst the 35 million, two included former First Lady of The United States, Michelle Obama, and Grammy award winning artist, Kendrick Lamar, who also contributed to the creation of Black Panther's soundtrack.
By focusing on their trailers and social media, the film was able to reach a large audience. More specifically, as their primary target demographic was teenagers/young adults, the film used social media in order to ensure they reached this audience as this is the most prominant age group amongst users on social media.
Representation:
Black Panther demonstrated strong positive representations of black culture. With the film having a black lead role, and the first ever black superhero, it re-defined stereotypes of superhero's only being played by white actors.
Furthermore, traditionalism of african culture was also upheld throughout the film. When in the fictional land of 'Wakanda', characters are presented speaking in Swahili and Xhosa - both of which are native languages to african countries. Costume designer, Ruth E. Carter, stated in an interview that Angela Basset's character, Ramonda, wears a Isicholo. This is a traditional 20th Century Zulu headress, most commonly worn by married women. By incorperating such traditions into the film, then the primary audience of Black Panther will be able to feel a relation to the film.
Furthermore, as black society is rarely incorperated into films, black audiences are able to identify with Black Panther in ways they have never been able to before, due to the representations of black cultures in film and television rarely being noticed/appreciated.
Campaign Logistics:
Black Panther was initially released during Black History Month. A logical explanation behind this relates back to the film being primarily targeted at black audiences. In more detail, Black Panther is the first black superhero film, meaning it marked a historical breakthrough for black society. This correlates strongly with the film being released during Black History Month as it gave audiences an opportunity to celebrate this change in film history alongside recognising other historical events within black culture. This also meant that the film could further ensure on reaching its primary target audience.
Furthermore, the films album included top grossing artists such as Travis Scott, SZA and Kendrick Lamar. By having these names create music for Black Panther's official album, fans who pay attention to said artists can discover Black Panther through them. This helps to expand the audience to which Black Panther reaches, and increase the viewership of the film. To add, other ways to which celebrity endorsements were able to reach target audiences where through social media. As previously stated, Michelle Obama, a bold role-model to many individuals, Tweeted about her appreciation towards the movie, increasing the attention drawn to Black Panther, and further promoting the upcommong release of the film.
Call To Action:
The use of imperative verbs were prominant on Black Panther's social media accounts. Direct language such as "get tickets" and were used in order to directly speak to their audience, and make individuals feel is though they must do so.
The trailers of Black Panther also included concise language. This meant that they used as little words as possible, whilest being able to communicate a wider message. For example, at the end of one of the trailers, the word "February" is presented in a bold and large font. From the immediate assumption that viewers take from this, it is ndicated that the film will be released in February.
Legal & Ethical Issues:
The only legal issues surrounding the film, concern the music video for Kendrick Lamar's "All The Stars" from the official Black Panther album. According to the Telegraph.co.uk, artist Lina Iris Viktor accused the film of using her artwork in the music video, without her consent. This is a violation to the artists copyrights.
This not only caused legal issues, but ethical issues were also drawn from this case. For example, the artist had her rights violated as her work was used without her permission. This meant she was not paid for the use of her work, alongside not agreeing for it to be used.
LO1 (Unit 24): Understand the products that are produced within and across media industries
P1 (Unit 20): Describe an existing media advertising campaign
Nike 2018 Campaign:' Nothing Beats a Londoner'
Aims & Objectives:
 |
| Source: Google Images |
The main attraction from the campaign was the "Nothing Beats A Londoner" video. The objective of creating the video was most likely for it to have heavy circulation among Nike's demographic and go viral. This would most likely be the main objective of the campaign as the results from this would include a greater following of customers, as well as an improved reputation and boost in sales of Nike products, all of which benefit the company.
Target Audience:
 |
| Source: Google Images |
Due to the nature and content of the video, and the popular indivuals that it included (who appeal to a specific age range), the campaign would most likely attract a primary target audience from London aged between 16-24.
The campaign also included various social media features, such as Snapchat stickers, GIFs and a custom made 'story' on both Snapchat and Instagram. These were in place to promote free sport events and encourage younger audiences to take part.
In terms of race and ethnicity, throughout the video a range of individuals from multiple ethnic backgrounds were featured. The campaign did not focus on a particular race, religion or ethnicity due to the broad amount of diversity it featured.
 |
| Source: BBC News |
The secondary target audience of the campaign would include an older demographic, most likely to be aged 30+. This is due to the attention that the campaign caught from Sadique Khan, the Mayor of London, as well as the campaign being featured on news platforms such as The Drum and the BBC - both of which are most commonly viewed/read by an older demographic.
Key Messages:
 |
| Source: Google Images |
The campaign's video consisted of various celebrities and young individuals comparing their daily hardships with eachother. This connotes that Nike is putting a message across that 'londoners' are, in a sense, invincible, and accentuates the statement used by Nike "Nothing Beats A Londoner".
From the slogan/name of the campaign, it can connote that Londoners are supposebly 'the best' and, those from London should be proud of where they come from. This creates a connection between customers and the brand, as they can relate to the campaign. It also adds value to the identification of being a 'Londoner'.
Methods of Advertising & Choice of Media:
 |
| Source: Instagram |
The video that was the main feature of the campaign was initally uploaded on YouTube, recieving a total of roughly 9 million views. Soon after the video was released to the public, it went viral and was trending on both YouTube and social media sites (including Instagram and Twitter). The video gained such a great amount of recognition that it even ended up winning the Grand Prix at Cannes Lions. This not only raised brand awareness and increased Nike's recognition amongst their audiences, but also positively boosted their reputation.
The campaign also featured a "Halfterm Takeover" poster that promoted the Nike app. This firther targeted their chosen demographic as they are prominant smartphone users.
 |
| Source: Google Images |
With regards to logos and text, Nike slightly adjusted their classic 'Swoosh' by including a shortened variation of the word 'Londoner'. The bold and itallic font keeps withing tradition to the style of text that Nike tend to keep throughout their advertising, creating consistency throughout their campaigns, and making the brand easily recognisable.
Approach:
 |
| Source: Google |
The campaign was focused on the video released by Nike, and was predominantly gaining attention via social media sites and YouTube.
Due to the campaign being later pulled from the internet, it was difficult to establish the amount of re-tweets to which the campaign recievedon Twitter, however it was clear that famous indivuals such as the Mayor of London and canadian rapper Drake demonstrated their apprecitation for the campaign by re-sharing it.
Representation:
In the video, the individuals are represented as accurately as possible, in relation to their postion in life. For example, the individuals included in the campaign appear to come from various ethnic backgrounds, as well as backgrounds relating to where they live in London. This makes the campaign seem raw and as realsitic as possible, making it easier for target audiences to relate to the brands message. To add, the clothing in the video rages from casual, to sport-specific, which reflects the orignal purpose for Nike's products, as well as promotes their new range of clothing.
 |
| (Source: Youtube) |
 |
| Source: Google Images |
The campaign was released near half term in February. Nike organised a series of free sporting events that were aimed for secondary school children in order to encourage sports among young generations. The convenience of launching the campaign before half term meant that it would be fresh in the heads of their target audience, resulting in a greater amount of indivuals participating in their free events.
The campaign was also publicised before the release of Nike's new "LDNR" product range, however it is difficult to establish specific dates of this release due to the campaign eventually being pulled. By releasing the campaign before their new products, and having celebrity endorsements which included them wearing the clothing throughout the video, the target audience of Nike can see what the release was going to potentially include, as well as encourage consumers to purchase their new products; seeing celebrities wearing the clothes will make indivuals more inclined to making a purchase. For example, grime artist, Skepta, can be seen in the image wearing a Nike "LDNR" jumper. Furthermore, by releasing the campaign before the release of their new "LDNR" range, Nike can increse the anticipation and excitement among their target audience.
Call To Action:
 |
| Source: YouTube |
The call to action line is "Show You're A LDNR" followed by the website link. By including the word shortened word "LDNR" it reminds viewers of the campaigns name and increases the brand recognition.
Legal & Ethical Issues:
No specific rulings
Despite the campaign not raising any issues with the ASA, there were implications surrounding the abbreviation used "LDNR". The word shared too many simularities with another brand entitled "LNDR". This resulted in Nike losing the trademark argument between themselves and LNDR, which coincidentally is also a sportswear brand. The case was taken to Intellectual Property Enterprise Court where it was decided in the brands favour that Nike had infringed the trademarks of LNDR.
 |
| Source: Lndr.uk |
The ethical issues surrounding this incident included audiences being confused as to whether the Nike campaign was a collaboration between the two brands.
This was effecting LND's brands identification amongst its target customers, resulting in the business going forward with legal procedures.
Regulatory Bodies:
- OFCOM are a UK government regulatory body that regulate content aired on the radio and TV and, openly recieve complaints regarding content that has been aired . In relation to the Nike "LDNR" campaign, there were no specific rulings that identified issues or implications regarding the content of the video advertisment. For example there was no explitcit language used, innapropriate or overtly violent scenes, meaning it was therefore able to be aired on TV.
- The ASA are also a UK government regulatory body that focus on regulating and banning adverts that may infringe specific rulings, making adverts innapropirate and not suitable. The Nike advert discussed does not infringe any of the ASA's regulations, and therefore did not recieve complaints or have any issues arise regarding its content. This is because there was no violence, explicit content or references to any innapropriate subjects, making it suitable for all ages to view.
Marvel's 'Black Panther' (2018)
 |
| Source: Google Images |
The aims and objectives for the Black Panther film would have included winning awards (such as an acadamy award), boost revenue and popularity through positive reviews. Most importantly, the Marvel blockbuster would have aimed to successfully target their chosen demographic of teenagers and young adults ranging in age from around 12-25, as well as families.
Target Audience:
The primary target audience for the film included teenagers and young adults. Stereotypically speaking, the film was a super-hero, heavy-action film and, with the protagonist being male, it is highly likely that it was targeted at a male audience. However, the main characters "side-kick" was his younger sister, who demonstrated a strong female role throughout the film, as well as other strong female roles, prominent throughout the film. This is likely to have attracted a female following.
To add, Black Panther was the first super-hero film including a predominantly black all-star cast with the likes of Michael B. Jordan and Angela Bassett. The film was also intentionally released during Black History Month, to further the recognition and praise amongst black communities. This is a strong indication that the film was specifically targeting black audiences. In an article on MediaPost.com, it is stated that statistics from 'comScore' identfied the audience of Black Panther (for the opening week) to being 37% black and 35% white. This is a strong indication that the targeted marketing of the film was successful.
 |
| Source: bbc.co.uk |
Key Messages:
 |
| Source: Google Images |
More specifically, in the posters, lead characters are presented holding weapons. This further suggests the action-packed plot of Black Panther, and correlates back to the movie being a superhero film - which is likely to include a substantially large battle.
Amongst black communities, it is also suggested that the images of characters on the posters for Black Panther encourage black empowerment. This is due to famous black actors being presented in a noble and strong manner. This further targets the films primarily black target audience.
Choices of Media:
The types of advertising used for the films campaign include both conventional and modern methods. This ensures that a wide variety of ages and indviduals are reached. For example, older demogrpahics (secondary target audiences) are less likely to be prominent on social media, however they are not excluded from the marketing of Black Panther as the film also provided advertisments through traditional platforms (such as billboards).
In more detail, the types of media used for the marketing campaign of Black Panther included social media (such as Instagram), billboards (both static and digital), TV (trailers), radio (audio trailers) and online (e.g. web banners and YouTube trailers).
 |
| Source: Google Images |
Throughout the advertiments of Black Panthers campaign, the colour scheme and logo was consistant. For example, all of the posters for the film followed a cool, dark tone colour scheme. Another example includes the logo for Black Panther not only being the same throughout, but also being accompanied by the Marvel Studios logo. By including the bold red Marvel logo, it not only stands out, but also grasps the attraction of Marvel fans, increasing the films following. Furthermore, the consistancy with regards to the designs of the movies promotional materials, helps to create an image for Black Panther - making it easily recognisable amongst its target audience and increasing in brand recognition.
Approach:
The initial 'introduction' to Black Panthers marketing campaign was the release of their taster trailer at Comic Con International in 2017. Trailers later took to TV screens, alongside it being uploaded to the Marvel Entertainment YouTube channel. Not long after the teaser was released and uploaded, it became a trending video on YouTube and recieved over 41 million views.
 |
| Source: Instagram.com |
By focusing on their trailers and social media, the film was able to reach a large audience. More specifically, as their primary target demographic was teenagers/young adults, the film used social media in order to ensure they reached this audience as this is the most prominant age group amongst users on social media.
Representation:
Black Panther demonstrated strong positive representations of black culture. With the film having a black lead role, and the first ever black superhero, it re-defined stereotypes of superhero's only being played by white actors.
 |
| Source: Google Images |
Furthermore, as black society is rarely incorperated into films, black audiences are able to identify with Black Panther in ways they have never been able to before, due to the representations of black cultures in film and television rarely being noticed/appreciated.
Campaign Logistics:
 |
| Source: Google Images |
 |
| Source: Foxnews.com |
Call To Action:
 |
| Source: Instagram.com |
The trailers of Black Panther also included concise language. This meant that they used as little words as possible, whilest being able to communicate a wider message. For example, at the end of one of the trailers, the word "February" is presented in a bold and large font. From the immediate assumption that viewers take from this, it is ndicated that the film will be released in February.
Legal & Ethical Issues:
The only legal issues surrounding the film, concern the music video for Kendrick Lamar's "All The Stars" from the official Black Panther album. According to the Telegraph.co.uk, artist Lina Iris Viktor accused the film of using her artwork in the music video, without her consent. This is a violation to the artists copyrights.
 |
| Source: Telegraph.co.uk |
This not only caused legal issues, but ethical issues were also drawn from this case. For example, the artist had her rights violated as her work was used without her permission. This meant she was not paid for the use of her work, alongside not agreeing for it to be used.
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