This document summarizes Louis Davis's print media campaign for Magnum Gold ice cream. The campaign features a poster with a half-eaten Magnum in the center and a famous celebrity implied to have "stolen" it. Audience research found that 60% of those surveyed would buy the product after seeing the ad. The ad will be distributed on buses and posters in major cities, with costs provided. Lowe and Partners is the advertising agency behind the campaign. Some legal and ethical considerations are discussed, such as following Advertising Standards Authority guidelines in the UK.
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
Everyone has seen it. Sex in advertising. Isn't it incredible how much longer you look at these ads as opposed to other ones? If not, check out this slideshow and see what we mean.
Sex sells. I will present you AIDA advertising concept and maslow’s hierarchy of needs and how it works together in advertising.
After that some testimony for you to believe and chosen examples to understand it better.
A partner presentation that I helped create for my Influencer Marketing class, where we conducted research and pitched an influencer campaign for the rising fashion brand.
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
Everyone has seen it. Sex in advertising. Isn't it incredible how much longer you look at these ads as opposed to other ones? If not, check out this slideshow and see what we mean.
Sex sells. I will present you AIDA advertising concept and maslow’s hierarchy of needs and how it works together in advertising.
After that some testimony for you to believe and chosen examples to understand it better.
A partner presentation that I helped create for my Influencer Marketing class, where we conducted research and pitched an influencer campaign for the rising fashion brand.
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
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3. On Agency - GreenPeace
Type of Media: Print
Aim of Poster: The aim
of the poster was to
create awareness for oil
companies causing
damage to the Antarctic.
How They Do this?
The use of black hand
print to represent the oil
companies staining the
pure white Antarctic. Use
of Polar Bears effected by
this.
4. Brownstone Digital – Inder’s
Kitchen
Type of Media: Print
Aim of Poster: The aim
of the post card was to
advertise their food.
How They Do this?
They used different
coloured foods to make
the post card seem more
attractive. The use of
healthy food will attract
more customers.
5. My Print Media Campaign
Type of Media: Print / Cross Media
Client - Unilever-Magnum
Agency- Low and Partners
Company: Interpubic
6. My Print Media Campaign
http://www.interpublic.com/our-agencies/recent-
works?work_id=34&casename=Magnum+Gold
Link To My Campaign
7. My Print Media Campaign
Background- Black
Easy to see other object on. Works
well with gold as it makes it stand out
more.
Golden Magnum
Half bitten and in the
center of the poster.
The real celebrity
8. My Print Media Campaign
Branded Logo
Clearly shows who made
the product
Tagline
The tagline works well as it
refers to the ice-cream as being
real god, good enough to steal.
Celebrity
The use of a famous
celebrity will grab peoples
attention and make them
remember the advert.
9. Advertising Agency:
Lowe and Partners
Lowe and Partners was
founded in 1981 by Sir
Frank Lowe.
The Company has over 90
Agencies in over 65 different
countries for example, Lowe
Profero who has over 650
employees and are based in
Singapore.
13. Audience Research
I asked 5 people aged
between 18-58 about my
Magnum advert and 3 out
of 5 said they would buy.
That’s 60% of the people I
asked would buy the
product.
14. Audience Research
Additional Research Information
50% of the females asked would buy this product
after seeing the poster. The female who said yes was
older.
Twice the amount of Males than Females would
buy this product after seeing the advert.
All of the people saw what the advert was trying to
do.
16. Distribution Channels
On Buses such as
Stagecoach or Go
Whippet. This is a
good way because it
can be seen by
thousands of people,
especially in major
cities.
17. Distribution Channels
This picture shows the
cost of how much it is to
rent the side of a bus and
advertise on it. My
agency did this for
Magnum Gold.
18. Distribution Channels
Another good form of
distribution is posters.
Big posters around
major cities are a great
way to advertise your
product, especially if
you want a lot of people
to see it.
19. Distribution Channels
This picture represents the
general cost for posters
around major cities. The
cost for a poster in the U.K
ranges for £10 to £40
depending on the size you
want.
20. Distribution Channels
Results
130 million sticks sold, +73% ahead of target. Turnover increased by 90 million year
on year, +12%. Universal trailer was seen online by over 1.9 million people (129% vs
plan). The website received over 3.8 million visits. Over 2 million people globally
entered the competition to make a video heist film with Benicio Del Toro.
22. Legal and Ethical
The ASA manages advertisement in the UK. ASA stands for Advertising Standards
Authority. The company has made guide lines for adverts to follow to minimize any
offence caused. They were formed in 1961 and have been strong ever since. If any
complaints are received, they will follow up on it and either respectfully ignore the
complaint or take action. Even if one complaint is made, they will follow up on it. This
shows dedication and how much they care for people who get offended.
23. Legal and Ethical
In general I believe my advert is safe for all viewers and
relates to both female/male audience members. The fact that
a celebrity has been used in their advert may just promote the
fact that even celebrities choose this ice-cream.
If there was going to be a problem with my advert it would
possible come from the word they used "Stolen". There is a
small possibility that it could be misinterpreted and lead
viewers to steal the product their advertising. It may influence
children to start stealing stuff.
