Presentation for sky with notes
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I had to do a presentation for a placement at Sky, I chose Virgin Media Broadband
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Presentation for sky with notes
- 1. Welcome, my name is Ian McKenzie.
- 2. Thank you, I appreciate this opportunity and I hope that you will enjoy my presentation.
- 3. The advert I have chosen is...
- 4. Keep Up
- 5. Why did I choose this advert?
- 7. What is the message? Keep Up
- 9. Who is it for? Keep Up
- 11. What could they change about it? Keep Up
- 12. More direct. More Info. Less comedy.
- 13. Other elements of the marketing mix could be implemented... Keep Up
- 14. Keep Up
- 15. What research would have been conducted? Keep Up
- 16. Is Usain liked? or Correct Mediums? or Comedy Effective? Keep Up
- 17. To conclude
- 18. Thank you, Any questions? #askian @ID7McKenzie
Editor's Notes
- Hi there, as you hopefully already know my name is Ian McKenzie!
- Id like to thank you for this opportunity and I hope that you will enjoy my presentation! I have tried to make it as interesting as possible!
- The advert I have chosen to critique is an advert that I am sure you are aware of here at SKY; I have chosen Virgin Medias broadband campaign featuring Richard Branson and of course Usain Bolt.
- The TV ad, which is supported by ads in other media, shows Bolt in a tongue-in-cheek attempt to impersonate Branson by taking over his office and donning his trademark blonde goatee. The advert introduces the strap line "Keep Up" that Virgin Media will use in future marketing activity.
- So you are probably thinking why I chose this advert?
- I have chosen this advert for a few reasons. I enjoy the humour as it is very witty in the way of which Usain Bolt is stating that he is Richard Branson but is still maintaining his own attributes in terms of always being the fastest. I also admire how the advert is a less obvious attempt at Ambush Marketing with the Olympics just around the corner. Many companies have started utilising the Olympics within their Marketing communications, however, Virgin have implicated more original thinking than others. Visa, for example, are using Usain Bolt in their recent campaign but the advert simply shows him running. I have also chosen the advert as obviously Virgin are a main competitor to Sky so I am interested to hear your feedback on what my research tells me about this advert!
- What is the message that Virgin are trying to get across?
- With the ‘Keep Up’ strap line that Virgin Media are introducing; it is clear they are sending a message out to their customers and to their competitors. As Usain Bolt is an gold medallist who often leads the race, he has been used here to insist that same message. By doubling their internet speeds Virgin are now saying that they are the fastest and that their competitors need to ‘Keep Up’ with them. There is also a call for action for the viewers of this advert. At the end of each advert the message is to check www.virginmedia.com/doublespeed to check when your speed will be doubled. Also, by using Richard Branson in the background of the adverts, it keeps his face to the brand. But having someone that is identifiable as a character that you can relate to, the message becomes more effective especially as in the advert Usain Bolt is mimic’ng Branson.
- Who is the intended receiver of the message?
- The brief research I have conducted suggests that the advert is intended for a quite broad audience. The campaign was first aired in an ad break for Take Me Out; a show of which is viewed by many different audience’s. The purpose of airing an advert through this kind of television programme is that the product and message that Virgin are portraying is intended for most people. Therefore, Virgin want to get the message across to as many people as possible. A show like Take Me Out has a mass amount of viewers that will see the advert, these viewers can also be relied on to tweet about the programme they are watching as well as tweeting about any funny adverts they may have seen during the process.
- If Virgin found the advert unsuccessful what could they change about it?
- As Virgin are going down a more peripheral route to persuasion, The message that Virgin are trying to portray to their customers could easily be lost. It may be that the viewers of the advert are not actually listening to the intended message but they are more concentrated on the comedy of the advert. They could have a more central route to persuasion by shedding more light on the actual statistics of the speeds. For example, some customers may just want to know how much their £30 a month is now going to get them rather than seeing Usain Bolt pretending to be Richard Branson. They could also compare their speeds to their competitors if they wanted to seek new customers. However, as the advert is not so much trying to sell internet, I believe the advert is fit for purpose.
- I am briefly going to touch on what other elements of the marketing mix could be implemented
- There is not a great deal of product placement in the advert, perhaps the advert could be more effective if quicker internet speeds could somehow be demonstrated within the advert. As the key message of the advert is regarding internet speeds, perhaps it would have been a better idea to channel the advert through a greater amount of internet channels. For example, if I was watching a video on YouTube where “buffering” can be a big issue, this advert would be a lot more effective than if I was watching television. The Usain Bolt partnership with Virgin has cost them millions, they could implement the price factor of the marketing mix and weigh up if they really feel that a campaign where effectively they are just bragging is really cost efficient.
- Next I am going to look at what research would have been conducted.
- Virgin would have had to research the common perception of Usain Bolt before running this advert. Virgin should have researched times and places where customers can feel annoyed at their internet speeds. Virgin would have also researched the internet speeds of their competition in comparison to theirs. They may have have researched how effective comedic approaches to advertisement are in comparison to more informative advertisements. As the advert is not obviously selling something but is more informing current customers, they can rely on a lot of previous research for Virgin media advertisements.
- This advert inspires me because it relies on a lot less obvious routes to persuasion. Virgin are making a concious attempt to not follow cliched advertising with the use of Usain Bolt in the olympic year. The advert is witty, it makes me laugh and I believe it expresses very original thinking. These sort of campaigns are what inspired me to be involved with Marketing and that is why this advert inspires me.
- Thank you for listening, id like to now welcome any questions. I have prepped a hashtag just in case there is something you cannot remember off of the top of your head!