The document analyzes the marketing campaign for the movie "The Raid 2." The campaign aimed to promote awareness of the movie and attract an audience through low-budget, internet-focused efforts. Trailers focused on generating buzz around the intense action scenes and gave hints about the plot without revealing too much. Other promotional activities included premier screenings, exclusive online content, and competitions to engage specific target demographics of action and martial arts fans. Legal and ethical considerations were given to depicting graphic violence appropriately. Regulatory bodies imposed standards for television advertising due to the mature content.

1. A01:
Analyzing advertising techniques
(Overseas campaign)
Vishal Bhatia

2. Contents
1. Aim of the campaign
2. Target audience
3. Representation
4. Audio-visual advertisements
5. Other promotional tools/techniques
6. Legal and Ethical
7. Regulatory bodies

3. Aim of the campaign
What are the aims of the campaign, such as how it intends to create interest,
how it intends to sell this product?
• Acquired by Sony Pictures Classic.
• The aim of the campaign was awareness and promote the movie, so that as many
people as possible would go and see it in cinemas so that the producers and
filmmakers could gain a profit from the movie.
• As ‘The Raid 2’ is an independent, foreign film, the marketing team focused on a
small scale, internet based campaign that would directly attract a very specific
audience, and use the success of the first movie to its advantage by advertising to the
same audience. This is a cheap alternative that allows the marketing team to create
awareness of the film to the widest possible audience.
• The budget did not allow for a wide spread overseas campaign, with things such as TV
interviews, TV specials, extensive advertising, billboards etc.. Therefore the campaign
team generated viral buzz with the use of memorable and distinctive movie trailers,
which focused on the most applauded element of the first movie – action. These
trailers also gave the audience hints and information on the plot of the movie, and
had a focus on the larger budget and wider range of locations in the movie, which
could attract a more mainstream audience who are used to watching blockbuster
movies such as Avengers Assemble. Movie posters also featured a similarly strong
visual style but gave more specific information on the movie, such as the release
date.

4. Target audience
• Age: 18-35
• Gender: mostly males who enjoy martial
art/action films, and film fans who would watch
foreign movies, and pay attention to film festival
circuits (which includes some women).
• Socio-economic grouping: people with a secure
income.
• Social Grade: B, these people will have
managerial roles and administrative professionals
and D, these people will be semi skilled and have
unskilled manual roles.

5. Maslow's Hierarchy of Human Needs
• Physiological: Basic human needs such as food which we
need for survival. This is thought to be the most important
need.
• Safety: personal security, financial security, health and well-being.
• Love and belonging: feeling of belongingness from friends,
family and social groups (e.g. religious groups, work mates
etc.). Particularly strong in children who need their parents
in order to survive.
• Esteem: to feel respected, accepted and valued by others,
which gives a person self-confidence and self-esteem.
• Self Actualization: to realize and fulfill your own potential.

6. Representation
• Firstly, the Indonesian setting and almost all Indonesian cast of the film represents
the people that country. Also, the use of some Japanese and Chinese actors
represents those countries but to a lesser degree.
• Furthermore the mostly male cast represents that gender, but a prominent female
character (‘Hammer Girl’) means that females are well-represented but to a lesser
extent.
• The martial art displayed in the film (Penchak Silat), and use of world famous
practitioners in the cast (Yayan Ruhian, Iko Uwais and Cecep Rahman), brings
attention to the martial art, which represents other practitioners.
• As the writer/director (Gareth Evans) is Welsh he represents Welsh and British
filmmaking.
• Almost all characters are either criminals or police, which represents those job
roles.

7. Audio-Visual advertisements
(film trailer)
• The first trailer was released on TwitchFilm.com on
6th November 2013 and generated huge online buzz
because of it’s distinctive editing style.
• Hollywood Reporter’s review of teaser: "The images
unleash more action than most Hollywood
blockbusters.”
• It also created excitement
for fans of the first movie
(‘The Raid’) as the trailer
featured the first footage
of it’s sequel.

8. Advertising techniques used in the teaser
trailer
• Distinctive editing style: short length (1 minute 20 seconds), fast cuts,
classical music and no dialogue, which makes the teaser eye-catching and
memorable. Reflects the visual style and artistry of the movie.
• Catches viewer’s attention by starting off calm and quiet before building
tension which climaxes into hectic action.
• Focus on dynamic locations, such as a prison, nightclub, and a car chase,
which differentiates this movie from the one-location aspect of the
original. Also appeals to a more mainstream audience who are used to
watching Hollywood blockbusters with a range of locations (e.g. Avengers
Assemble, Transformers, Fast and Furious)
• Emphasis on ‘The Raid 2’s action/violence, which was the most praised
aspect of the original film, and uses shock to further create memorability
and interest martial art cinema fans, as well as teasing fans of the
previous film by giving them what they want (more action).
• Ambiguity: plot not detailed in the teaser, which uses the movie’s
independent, foreign roots to it’s advantage by creating mystery.
However it still hints at certain elements (such as the prison) to give the
viewer an idea of the plot.

9. Other promotional tools/techniques
• Exclusive content for websites (IGN.com)
– Interviews with actor (Iko Uwais) and director (Gareth Evans)
– Exclusive clips/trailers
– Articles based on the movie (e.g. ‘Movies to watch if you loved The Raid’, ‘Fight
scenes that inspired The Raid 2’ etc.).
– Review
– All of above posted and reposted during theatrical and DVD release periods for
maximum impact.
• Premiers
– Red carpet world premier at the 2014 Sundance Film Festival on 21 January 2014.
– The film screened at South by Southwest on 10 March 2014 and ARTE Indonesia
Arts Festival on 14 March 2014.
• Competitions
– Audience specific websites such as TotalFilm, Nerdly, and IMDB, ran competitions
heading towards theatrical and home release, where winners could win exclusive
‘The Raid 2’ merchandise (e.g. posters, clothing, DVD’s and early Blu-Ray’s).

10. Legal and Ethical
• Legally the filmmakers can not slander the
companies that have sponsored the film by
placing products into the film to serve
promotional purposes.
• Ethically, the filmmakers must consider the
violence of ‘The Raid 2’, and ensure that it is
not graphically displayed in trailers, adverts
and other promotional material (e.g. posters),
to ensure that is does not upset anybody.

11. Regulatory Bodies
• BBFC and Ofcom will have to be considered by the
marketing team when advertising The Raid 2, because
of the violence, drug use, and adult themes of the
movie.
• This means that advertisments played before
watershed hours will have to comply with Ofcom rules
and not feature any violence to other mature material.
• The movie was rated an 18 by the BBFC because of
‘frequent gory images’, ‘strong language’, and
‘a number of protracted fight scenes’. When the
movie was first submitted to the board for certification
the BBFC ordered that some alterations and cuts
should be made on a number of scenes to lessen the
violence, which the filmmakers complied to do.