The Raid 2 campaign aimed to reach as many people as possible through internet advertising due to its lower budget. It sought to create awareness and inform fans of the first film, as well as attract new audiences aged 18-38. The persuasive trailer used shock tactics, sex appeal, and adrenaline to grab attention. It represented the Indonesian culture and martial arts. The website and posters continued the aggressive yet artistic message to hype excitement and discussion around the film. Interviews with the stars also helped engage fans. Legally, content had to avoid libel and slander. Ethically, explicit content was not shown inappropriately in promotions.

1. A01:
ANALYSING THE CAMPAIGN
The Raid 2: Berandal
By Kunal

2. AIMS AND OBJECTIVES
• WHAT ARE THE AIMS OF THE CAMPAIGN?
The aims of the campaign was to reach out to as many people as possible by the
internet to go see the film in theaters due to having a lower budget than the usual
Hollywood movie, by trying to reach out so as many people as possible the aim would
have been to gain a profit that would have gone to the producer and filmmakers.
• IS THE ADVERTISING CAMPAIGN AIM DIRECTLY TO SELL OR IS IT ALSO TO CREATE
AWARENESS AND INFORM?
This film was intended to reach their core fans from the earlier released film of the Raid
2 being The Raid. As well as reaching out to fans the campaign would be aimed to reach
as much people as possible to attract new people from the ages of 18-38 as this is not
just carrying on from the he earlier film but is a completely new story so this was done
by using the internet being cheap but effective on creating an awareness.
• PERSUASIVE TECHNIQUES THE CAMPAIGN USING
The persuasive techniques used to sell this film was all to do with the trailer. This was
their massive selling point of the film using the main technique of shock tactics, sex
appeal and all being timed correct with the sound at its sharpest with enthusiasm of
adrenalin. The persuasive technique of using shock from the very start you already see
that the main character is set for a serious deadly assignment as he is training and
preparing for fights shown in quick snippets introducing his rival enemies.

3. TARGET AUDIENCE
• Age Range: 18-38
- Pre-family (18-25)
- Young family (25-44)
• Gender: Male (Into martial art/fighting and action films)
• Socio-economic grouping: Will be financially secure.
• Social Grade: B,D
B: Higher and intermediate managerial, administrative,
professional occupations.
D: Semi-skilled and unskilled manual occupations, unemployed
and lowest grade occupations.

4. AUDIENCE SEGMENTATION
“Maslows Hierarchy of Human Needs”
• Physiological Needs: From basic human needs we would
include the need for food which is a survival need and yet the
most important.
• Safety Needs: Health, security, protection, freedom from
danger.
• Love and belonging: To feel belonging to friends and family, to
feel companionship, being part of a group which could be
socially or to have work mates.
• Esteem Needs: To feel like they are respected/looked up
to/accepted/valued to where they give other people
confidence and a high self-esteem.
• Self-Actualization: Full filling their own potential.

5. REPRESENTATION
• How are people being represented within the advertisements?
The film representing the Indonesian culture/people is done by having nearly
all the cast being Indonesian with a odd few being Chinese or Japanese which
would be representing their culture. To a further extent representing culture
this film’s theme was on the use of martial arts and this is represented by
displaying it in the film being the main attention to the film.
• This should consider the presentation of ethnicity as well as gender and age,
what kinds of stereotypes are being used?
On representation on gender we see that the film has represented the males
by nearly having all their cast being male but also representing the women by
having a very contrasting/strong character called the ‘Hammer Girl’, even
though with a strong and effective appearance to the film she only
represented a little bit of the audience.
• Other representations is with crime and jobs that take place including crime,
by this the film features nearly all of the cast that has a job role involving
crime.

6. CAMPAIGN MESSAGE
• To analyse the campaign message I cannot really say there
was a distinctive one but I could visually see their intension
on grabbing their audiences attention. From when they was
able to grab their audiences attention the main message
given was to keep them wanting more, catch them off
guard and make sure they go to watch it at the cinemas as
well as keep discussing it as it was not just a plain simple
Hollywood movie having way more to it.
• Visually grabbing peoples attention this film was able to be
greatly discussed but also seemed to be physically
pumping, the approach has been aggressive but showed a
great amount of artistic value towards the martial arts
movement, in a way this film was out their to claim a top
spot in the chair of a classic Asian martial arts film.

7. AUDIO-VISUAL
ADVERTISEMENTS
FILM TRAILER
• With a low budget on marketing
the very first trailer got released
on a website called TwitFilm
posted on the 6th of November
in 2013, this was a trailer that
had the name of the film lift off
as word started to spread of the
creativeness and content of the
trailer on how it was edited
gripping audiences to their seats
being unexpected.
• From then the trailer was later
on notices by Hollywood
Reporter’s as then they talk
about the teaser comparing
what it looked like to a
Hollywood blockbuster and
saying it had more action then
one.
• Not only was this advertisement
for a new audience being a
complete new story it was also
reaching out to their fans from
their first film The Raid, this
trailer allowed them to get them
excited.

8. WEBSITE
• Apart of the campaign for
The Raid 2 a website was
created, they was able to
show customers on how
they would be able to
purchase the film as well as
get more information in
different apartment for the
fans that further to look into
the film in more detail.
• By conveying the campaign
message the website was
able to creatively have a
themed design on images
looking like a classic martial
arts movie showing images
to be dramatic full of
questioning further carrying
on people excitement.

9. POSTER
• This was a way for The
Raid 2 to still carry on
the campaign message
of being a interesting
link. Being focused onto
the fist clenched up we
recognize
aggressiveness but how
the image has been
edited shows artistic
value looking like a
classic more depth
Asian martial art picture
but having a more comic
theme.

10. SOCIAL FEED
• On social networks such
as Instagram The Raid 2
was still able to keep up
with the campaign
message and still kept
the movie scenes alive
even when it got
released on DVD/Blu-
Ray.
• With social media being
free the film still posted
movie quotes that
seemed powerful in the
film.

11. PRESS JUNKETS /
INTERVIEWS WITH STARS
• With casts of the film
doing interviews fans
was able to connect to
what the actors/actress
has to say.
• This not only got
viewers interest but also
caused attractions as
they not only showed a
great amount of gore
and violence in the film
but they showed a very
attractive women that
viewers may have
wanted to see her more.

12. LEGAL & ETHICAL
• LEGAL
In The Raid 2’s advertising campaign and movie they have to make sure that all
the content they feature does not slander or are not libel, this is making sure
they don’t express false statements and definitely not about the companies
that sponsor the film to have a product placement, this would have been
made clear in their contracts. Considering all the TV adverts the regulatory
body in the campaign would have to abide OFCOM and for the online adverts
regulatory body they would have to abide by the ASA.
• ETHICAL
On ethical terms the producers that market the film will have to be well aware
of the explicit content in the file showing sexual scenes, when marketing it
would their ethical responsibility on not showing that content, this would be
making sure it is not on posters or shown at an unappropriated time on TV.
Also covering ethical issues face they have to make sure they are not using
other peoples music without permission and can’t swear all within the
promotional material.