Production
Dove:
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched
by Unilever in 2004 that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play. The aim of the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves.
Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada). Part of the overall project was the "Evolution" campaign.
Consumers were asked to make judgment about a series of photos of women who didn't fit the glossy mag mould. Was a plus-sized woman oversized or outstanding? Was a woman with small breast half empty or half full?
Halo:
Halo 3 is a 2007 first-person shooter video game developed by Bungie for the Xbox 360 console. The game features vehicles, weapons, and gameplay not present in previous titles of the series, as well as the addition of saved gameplay films, file sharing, and the Forge map editor—a utility which allows the player to perform modifications to multiplayer levels. Microsoft spent $40 million on marketing the game, in an effort to sell more game consoles and broaden the appeal of the game beyond the established Halo fanbase.
On the day before its official release, 4.2 million units of Halo 3 were in retail outlets. Halo 3 grossed US$300 million in its first week. More than one million people played Halo 3 on Xbox Live in the first twenty hours.
Gola:
Background/Context
Dove:
The Dove Campaign for Real Beauty was conceived in 2004 after market research indicated that only 2% of women consider themselves beautiful. The campaign's mission is to "to create a world where beauty is a source of confidence and not anxiety." It was created by Ogilvy & Mather Brazil.
Halo:
Halo 3 is the third game in the Halo Trilogy and provides the conclusion to the events begun in "Halo: Combat Evolved".
While Halo 2's release had set industry records, the mainstream press was not fully involved in covering the game; part of Microsoft's strategy was to fully involve casual readers and the press in the story.
Gola:
The Gola brand was born of humble beginnings in a small factory in 1905. Since then the brand has experienced a rollercoaster ride, surviving two World Wars and various other trials and tribulations to blossom in the 1960s and 70s as the pre-eminent sportswear brand. Today Gola keeps true to its roots and has become one of the most enduring and endearing sportswear and fashion brands in the UK. The 2012 campaign was launched at the time of the London Olympics and the 2013 campaign builds on that with the recurring theme of Britishness.
2011: Sharp Co Create.
Marketing/Promotion
Dove:
Relies on Scientific evidence as the language of persuasion. This is a particular application of the Expert technique. It uses the paraphernalia of science (charts, graphs, statistics, lab coats, etc.) to "prove" something. It often works because many people trust science and scientists. It’s important to look closely at the "evidence," however, because it can be misleading.
Dove 'researched' women's attitudes to themselves.
Also uses Plain folks. (A type of Testimonial – the opposite of Celebrities.) This technique works because we may believe a "regular person" more than an intellectual or a highly-paid celebrity. It’s often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too. The plain folks technique strengthens the down-home, "authentic" image of products like pickup trucks and politicians. Unfortunately, most of the "plain folks" in ads are actually paid actors carefully selected because they look like "regular people.”
The Dove marketing campaign also provoked parodies such as this as some women found the ads patronising.
Halo:
While Bungie often partnered with other companies to create advertisements, they also produced their own video documentaries, or "ViDocs", detailing the behind-the-scenes development of aspects of Halo 3, including redesigning enemy Brutes, additions to multiplayer, and other game features. The first ViDoc was released shortly after the game's announcement and was a "making-of" style video, while the final ViDoc made its debut on September 20, 2007.
Gola:
Relies on Nostalgia. This is the opposite of the New technique. Many advertisers invoke a time when life was simpler and quality was supposedly better ("like Mom used to make"). Politicians promise to bring back the "good old days" and restore "tradition." But whose traditions are being restored? Who did they benefit, and who did they harm? This technique works because people tend to forget the bad parts of the past, and remember the good. See the folk music video.
Also relies on Timing. Sometimes a media message is persuasive not because of what it says, but because of when it’s delivered. This can be as simple as placing ads for flowers and candy just before Valentine’s Day, or delivering a political speech right after a major news event. Sophisticated ad campaigns commonly roll out carefully-timed phases to grab our attention, stimulate desire, and generate a response. Launched at the time of the Olympics. Couldn't use the Olympic logo due to IP laws.
Also uses Beautiful people. Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply (but never promise!) that we’ll look like the models if we use the product.
Regulation: Be sure to know what the ASA does when tackling a question on this.
Dove:
Women in some quarters found the campaign offensive.
Halo:
The game is rated "M" for Mature for blood, gore, violence, and mild language by the ESRB. Europe's PEGI rating system gave the game a "16+" rating, which serves as a guideline rather than as a rule.
Gola:
The campaign could be said to be none representative of Britain because of the London centric nature of the posters. London is NOT Britain. There are no ethnic minorities represented. There is very rarely a clear blue sky in London! These aspects of the campaign could have drawn criticism.
Global implications
Dove:
Dove continues evolving to keep up with the changing world. By using advertisements with women from all age groups, the brand has a broad enough reach that all ages have developed trust and loyalty to its products. Two of the main ideas that keep Dove going strong are developing adaptive ways to market the brand while also keeping a smaller product base. By lowering their original amount of 1,600 brands to just 400, they were able to select master brands and categorize the remaining products under those to avoid confusion.
Halo:
Halo 3 was released on September 25, 2007 in Australia, Brazil, India, New Zealand, North America, and Singapore; September 26, 2007 in the UK and Europe; and September 27, 2007 in Japan all exclusively for the Xbox 360.
The Halo 3 website indicates that it expects a global audience by asking it's users to state what part of the world they live in before entering.
In addition, the game has been localized into 17 languages.
Gola:
Gola 'Born in Britain promotes Britishness to a mainly British audience. The campaign was launched in Berlin though which indicates ambition to sell to a European market.
The company hoped to ride the wave of patriotism brought by the Olympics.
Distribution/Exhibition
Dove:
Halo:
European and US Distribution.
Internet sales as well as major retailers.
Gola:
http://www.skiddle.com/whats-on/Manchester/Antwerp-Mansion/Born-in-Britain/11754166/
Dove:
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched
by Unilever in 2004 that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play. The aim of the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves.
Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada). Part of the overall project was the "Evolution" campaign.
Consumers were asked to make judgment about a series of photos of women who didn't fit the glossy mag mould. Was a plus-sized woman oversized or outstanding? Was a woman with small breast half empty or half full?
Halo:
Halo 3 is a 2007 first-person shooter video game developed by Bungie for the Xbox 360 console. The game features vehicles, weapons, and gameplay not present in previous titles of the series, as well as the addition of saved gameplay films, file sharing, and the Forge map editor—a utility which allows the player to perform modifications to multiplayer levels. Microsoft spent $40 million on marketing the game, in an effort to sell more game consoles and broaden the appeal of the game beyond the established Halo fanbase.
On the day before its official release, 4.2 million units of Halo 3 were in retail outlets. Halo 3 grossed US$300 million in its first week. More than one million people played Halo 3 on Xbox Live in the first twenty hours.
Gola:
Sports brand Gola Classics launched a print based ad campaign celebrating its British heritage.
Created by Huddersfield agency Sharp, the new ads feature models striking sporting poses at iconic London locations including the London Eye, Tower Bridge, Trafalgar Square and the Houses of Parliament.
The campaign comes with the new tagline 'Born in Britain' and carries the message that Gola's sportswear has been made on these shores since 1905.
Background/Context
Dove:
The Dove Campaign for Real Beauty was conceived in 2004 after market research indicated that only 2% of women consider themselves beautiful. The campaign's mission is to "to create a world where beauty is a source of confidence and not anxiety." It was created by Ogilvy & Mather Brazil.
Halo:
Halo 3 is the third game in the Halo Trilogy and provides the conclusion to the events begun in "Halo: Combat Evolved".
While Halo 2's release had set industry records, the mainstream press was not fully involved in covering the game; part of Microsoft's strategy was to fully involve casual readers and the press in the story.
Gola:
The Gola brand was born of humble beginnings in a small factory in 1905. Since then the brand has experienced a rollercoaster ride, surviving two World Wars and various other trials and tribulations to blossom in the 1960s and 70s as the pre-eminent sportswear brand. Today Gola keeps true to its roots and has become one of the most enduring and endearing sportswear and fashion brands in the UK. The 2012 campaign was launched at the time of the London Olympics and the 2013 campaign builds on that with the recurring theme of Britishness.
2011: Sharp Co Create.
The SHARP Agency has enlisted students to help create a new advertising campaign for Gola.
The Huddersfield agency was briefed to "communicate the Gola Classics brand in an aspirational way" following a pitch.
It then brought in a group of students from Huddersfield University to work out ideas that would resonate with young audiences.
Marketing/Promotion
Dove:
Relies on Scientific evidence as the language of persuasion. This is a particular application of the Expert technique. It uses the paraphernalia of science (charts, graphs, statistics, lab coats, etc.) to "prove" something. It often works because many people trust science and scientists. It’s important to look closely at the "evidence," however, because it can be misleading.
Dove 'researched' women's attitudes to themselves.
Also uses Plain folks. (A type of Testimonial – the opposite of Celebrities.) This technique works because we may believe a "regular person" more than an intellectual or a highly-paid celebrity. It’s often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too. The plain folks technique strengthens the down-home, "authentic" image of products like pickup trucks and politicians. Unfortunately, most of the "plain folks" in ads are actually paid actors carefully selected because they look like "regular people.”
The Dove marketing campaign also provoked parodies such as this as some women found the ads patronising.
Halo:
While Bungie often partnered with other companies to create advertisements, they also produced their own video documentaries, or "ViDocs", detailing the behind-the-scenes development of aspects of Halo 3, including redesigning enemy Brutes, additions to multiplayer, and other game features. The first ViDoc was released shortly after the game's announcement and was a "making-of" style video, while the final ViDoc made its debut on September 20, 2007.
Gola:
Relies on Nostalgia. This is the opposite of the New technique. Many advertisers invoke a time when life was simpler and quality was supposedly better ("like Mom used to make"). Politicians promise to bring back the "good old days" and restore "tradition." But whose traditions are being restored? Who did they benefit, and who did they harm? This technique works because people tend to forget the bad parts of the past, and remember the good. See the folk music video.
Also relies on Timing. Sometimes a media message is persuasive not because of what it says, but because of when it’s delivered. This can be as simple as placing ads for flowers and candy just before Valentine’s Day, or delivering a political speech right after a major news event. Sophisticated ad campaigns commonly roll out carefully-timed phases to grab our attention, stimulate desire, and generate a response. Launched at the time of the Olympics. Couldn't use the Olympic logo due to IP laws.
Also uses Beautiful people. Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply (but never promise!) that we’ll look like the models if we use the product.
Regulation: Be sure to know what the ASA does when tackling a question on this.
Dove:
Women in some quarters found the campaign offensive.
Halo:
The game is rated "M" for Mature for blood, gore, violence, and mild language by the ESRB. Europe's PEGI rating system gave the game a "16+" rating, which serves as a guideline rather than as a rule.
Gola:
The campaign could be said to be none representative of Britain because of the London centric nature of the posters. London is NOT Britain. There are no ethnic minorities represented. There is very rarely a clear blue sky in London! These aspects of the campaign could have drawn criticism.
Global implications
Dove:
Dove continues evolving to keep up with the changing world. By using advertisements with women from all age groups, the brand has a broad enough reach that all ages have developed trust and loyalty to its products. Two of the main ideas that keep Dove going strong are developing adaptive ways to market the brand while also keeping a smaller product base. By lowering their original amount of 1,600 brands to just 400, they were able to select master brands and categorize the remaining products under those to avoid confusion.
Halo:
Halo 3 was released on September 25, 2007 in Australia, Brazil, India, New Zealand, North America, and Singapore; September 26, 2007 in the UK and Europe; and September 27, 2007 in Japan all exclusively for the Xbox 360.
The Halo 3 website indicates that it expects a global audience by asking it's users to state what part of the world they live in before entering.
In addition, the game has been localized into 17 languages.
Gola:
Gola 'Born in Britain promotes Britishness to a mainly British audience. The campaign was launched in Berlin though which indicates ambition to sell to a European market.
The company hoped to ride the wave of patriotism brought by the Olympics.
Distribution/Exhibition
Dove:
The first stage of the campaign centred around a series of billboard advertisements, initially put up in the United Kingdom, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Annie Leibovitz.
The series received significant media coverage from talk shows, women's magazines, and mainstream news broadcasts and publications, generating media exposure which Unilever has estimated to be worth more than 30 times the paid-for media space
European and US Distribution.
Internet sales as well as major retailers.
http://www.skiddle.com/whats-on/Manchester/Antwerp-Mansion/Born-in-Britain/11754166/
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