Media Evidence Work

1. You are going to research an advertising campaign for a well known product and produce a case
study on it showing: EVIAN
A. What were the aims and objectives of the campaign (include the name of the company who
created the campaign, cost of the campaign, any sales figures and any awards it may have
won).
- The company who created the baby roller skates advert cis called Evian. The advert was
shot at London’s Pinewood’s Studio. The director was trying to capture the drinkers
dream, building up the concept of youth and being young.
B. Who the target audience for the product/campaign is. Use your NRS scale and 4C’s
knowledge. (Gender, age, lifestyle, interests).
- The target audience for this product is middle aged consumers aged 35-50+ that are
between the social class scale of C2-B for both genders. Evian’s campaign live young
applies to an older audience, allowing them to feel like they can be young again by
drinking the water.
C. What was the campaign message, what is the unique selling point?
- The campaign message was to show to older audiences that they can feel younger by
drinking Evian water. Their unique selling point is babies performing stunts and activities
that adults would do instead. This is shown to us by the music that is used and the style
of clothing the ‘children’ wear.
D. Methods/ techniques / lines of appeal used in gaining attention.
- The song used ‘Here Comes the Hot stepper’ by Ini Kamoze that came out in 1994, by
using this song, it can attract people from that point in time and ‘bring them back’ to
when they were younger.
E. How the product is represented in the campaign (also include any representations of
individuals, social groups, stereotypes and issues if any: racism, sexism, violence).
- Throughout the entire advert, we see many ethnic groups. All the babies are from
different places and they’re all performing the same stunts, this helps reduce people
feeling excluded.
F. Campaign logistics – timing, scheduling, how message accessed by audience, calendar
events.
- This advert was released in 2009, Jul 3rd
. The timing for the advert release was perfect as
it was released during the summer period. Kids and adults alike will be more active
doing activities, sports, going out etc and they will need the water to hydrate
themselves.
G. Analyse print/ audio & visual/ audio/ online advertisements used in the campaign, including
audience feedback and reaction
- The audio and visual advert received a Guinness world record of being the most viewed
advert ever. This shows us that the advert caught the audience and must’ve been
positive

2. H. Relevant legal and ethical issues – (e.g. copyright, intellectual property rights, slander/libel,
performance rights, permission to film, royalties, violence, offensive
language/behaviour/material, public interest)
- There is a copyrighted song called ‘Rappers delight’ by The Sugarhill Gang. The song does
not include and violent or offensive material/language. The same goes with the print
advert as there is no libel and the video advert does not slander anyone/group
I. Regulatory bodies – explain who ASA, OFCOM and BBFC are what they do in relation to the
adverts
- The ASA (Advertising Standards Authority) regulates advertisements, OFCOM (Office of
communications) regulates TV, radio and video while BBFC (British Board Film
Classification) regulates movies. The ASA verify if the advert is suitable for all ages and
see if it is suitable for all ages, this also applies to the print advert. If the ASA do not
verify this, inappropriate content could be aired; Evian is a well-known brand and is
aimed at almost all audiences, so it would need to be regulated before release.
You are going to research an advertising campaign for a well known product and produce a case
study on it showing: LUCOZADE
J. What were the aims and objectives of the campaign (include the name of the company who
created the campaign, cost of the campaign, any sales figures and any awards it may have
won).
- Grey London created the advert for Lucozade. It was written by Jaw Marlow and Rob
Greaves, art directed by Henrik Ridderheim and Sam Daly and it was directed by Harold
Einstein. Their aims are to use evenrs from the past and change it for the modern time
through comedy and that ‘Energy beats everything’.
K. Who the target audience for the product/campaign is. Use your NRS scale and 4C’s
knowledge. (Gender, age, lifestyle, interests).
- The target audience for the Lucozade advert are Males that’re in the scale C2-C1 or B
aged 18-25. I think this because in the beginning of the advert, we are shown the main
character waking up from a hangover (studies shown that Lucozade is a drink for
hangovers). This is targeted to those who tend to drink regularly, which is wh it falls
under the 18-25 age range.
L. What was the campaign message, what is the unique selling point?
- The campaign message was that you can do anything if you have the energy, and you
can do that with Lucozade. The unique selling point is that the Lucozade drink is a
hangover drink.
M. Methods/ techniques / lines of appeal used in gaining attention.

3. - They have used young males in the advert in order to attain our attention by emulating
the lifestyle of a university student. They had also used a well-known story and
modernised it for today’s audience.
N. How the product is represented in the campaign (also include any representations of
individuals, social groups, stereotypes and issues if any: racism, sexism, violence).
- The violence shown in this advert is portrayed in a comedic manner. There are no forms
of racism or sexism present in the advert. However, there is no female representation.
There is a stereotype portrayed of males drinking more alcohol than women, meaning it
lacks equality.
O. Campaign logistics – timing, scheduling, how message accessed by audience, calendar
events.
- This advert was released on April 23rd
, 2018. During April, this is the time where there
are a lot of drinking festivals and outing events. It’s also getting closer to the
summertime where people go out. The timing is perfect as people are likely to drink
more, leading to hangovers which is perfect for Lucozade being a drink for hangovers
P. Analyse print/ audio & visual/ audio/ online advertisements used in the campaign, including
audience feedback and reaction
- The print and video advertisement were both successful as it brought Lucozade over £10
million. The campa
Q. Relevant legal and ethical issues – (e.g. copyright, intellectual property rights, slander/libel,
performance rights, permission to film, royalties, violence, offensive
language/behaviour/material, public interest)
- There were no use any copyrighted music but the had used an old bliblical story which is
sort of copyrighted. However, because many of the world’s most famous religion and
has been performed and practiced many times over thousands of years, the scriptures
and verse are not only common knowledge but, they are in public domain. Because of
the use of an old biblical story, the company making the advert needs to ensure that
they are not offending anyone religious nor intend to make fun the original scriptures.
Despite all of that, some people did find offense to the advert and a person created a
petition to get rid of this advert.
-
R. Regulatory bodies – explain who ASA, OFCOM and BBFC are what they do in relation to the
adverts
- The ASA (Advertising Standards Authority) regulates advertisements, OFCOM (Office of
communications) regulates TV, radio and video while BBFC (British Board Film
Classification) regulates movies. With the video advert, the companies have to review
the video to check if there are any offensive content to ensure the audience won’t be
offended. The advert still offended the Christian community as they felt that the advert
was mocking their religion.