P1(U20) M1(U20) P1(U24) task 1
Rolex- World Of Rolex
Tiger Woods is the most successful Golfer of all time and for him to be an ambassador for Rolex emphasises how even the very best in the world are in love with their Rolex timepieces. In the video he explains how his watch holds so many memories of him competing, spending time with his kids and his own personal memories and struggles that he went through himself. He indulges the viewers attention on the multi- functional use of his watch. He goes deep sea diving while wearing his watch, as well as using it as a daily accessory. This will motivate many of his wealthy followers to gain an interest in a Rolex watch because their idol loves it so much.
Objectives:
They chose these aims in order to reach their main objective which is to increase the overall sales. By creating many celebrity endorsements, many more potential customers became aware of new products, existing products and just the brand in general. This would have increased the amount of attention and awareness Rolex receive, therefore increasing their total sales and revenue.
Target Audience:
The target audience for Rolex and this marketing campaign is customers with large amounts of disposable income to spend. This is because the Rolex products are extremely high quality and come with a large price tag. This means that they will target older customers who have an interest in watches and that have the funds to buy anything that they like. This will increase their sales and revenue.
As well as this, the primary target audience of Rolex will be wealthy male customers over the age of 35. This is because many people in high earning jobs will have enough stabilities in their business to make high quality and expensive purchases while maintaining financial security. Many of this type of customers are likely to have an interest in Golf which is why Rolex is one of the biggest sponsors of Golf tournaments around the world. Golf is also mostly played in wealthy countries like the United States or England which will attract more attention from potential wealthy customers.
Furthermore, the secondary target audience for Rolex is a male or female in a high economical and social class that wants to show off their watch as a representation of their financial statement, rather than a representation for their love to watches. Rolex's are perfect for this type of customer because they are an extremely established brand with a reputation of supplying extremely expensive watches. As well as this, for someone to not know the Rolex logo, they would have had to be living under a rock for the past 100 years.
Through this campaign, Rolex portray their unique selling point by using successful celebrities to advertise their watch. Because it is celebrities that own this brands watches, it portrays to the customers that these watches were made for the rich and successful and that if you own one or are seen wearing one, it will make a statement to others saying that you are successful in what you do.
As we as this, Rolex have a flying reputation for having extremely reliable and long lasting watches. This was highlighted in the Tiger Woods advert when he spoke about how much use he gets out of his watch and how long he has had it for. This USP will attract many different types of customers towards the brand because they will be guaranteed to have a watch that could last them a lifetime.
Rolex have used celebrity endorsement as their approach in order to gain attention. This is because it guarantees that many people will see their brand and their new products. As well as this, if many customers idols own a certain watch and are in ore of it, it will make many of their fans want to own it, therefore increasing the sales of certain products.
Rolex represent wealthy, high class social groups who love watches. This is because they have very high prices and are known as a world-wide high end Watch brand. As well as this, they represent many sports through sponsorship. These include nearly every large motorsport event in the world, many large Tennis events, Horse racing events and Yacht racing events. This promotes their brand to be very sport induced which links to many of their products. For example, they have a set of Watches called the Submariner which is a diving Watch and can withstand going 500 feet deep into the ocean. They also have a line of watches inspired by motor racing called Daytona. These are scratch-proof and have special features to make them elite compared to other racing watches.
As well as this, throughout the campaign, Rolex used many celebrities with different types of backgrounds and ethnicities. This emphasises how Rolex is an extremely accepting and welcoming brand which doesn't discriminate towards anyone.
Rolex allows their target audience to access their campaign by going on their ambassador’s social media, as well as a whole multi- page section on their website. On their website, you can access all of their information very easily, as well as all of their sponsors and products. This will make it easy for their customers to buy their watches.
As well as this, they advertise on many different platforms. For example, magazines. In these magazines there will be a link to the website that the potential customers can type onto their phone.
Rolex chose to use their website and social media to market their campaign. This will make all of their customers aware of their new products and actions. However, this may not make other potential customers who aren't connected with the business aware of their brand. This may impact the success of the campaign because many people will not be aware of the message they are trying to portray.
Rolex receive their feedback on their social media, as well as a press room which can be accessed through a link on their website. This gives their customers an opportunity to get answers for their enquires, as well as customer service for any problems or complaints they have. This will allow Rolex to keep in close touch with their customers, therefore allowing them to build a rapport with their clients.
Rolex make sure everything on their website and campaign doesn't discriminate towards anyone. This benefits them because they don't have to deal with any legal problems which could cost them a lot of their capital if they had to fight a lawsuit. This allows them to concentrate on the quality of their products, as well as how they treat their customers on a personal level.
Rolex did not publish their campaign on television. This is because many of their target audience do not have time to be watching certain TV programmes. Instead, they sponsor and promote their products at large events around the world. this includes sponsorship at all of the Formula 1 races, Le Man races and Wimbledon. This will allow them to target certain groups of personnel who they know can afford their watches and has an interest in them. However, if a certain advert was harmful, misleading or offensive, the ASA would be the first regulatory body. As well as this, all the advertisement done at sporting events around the world is required to be regulated by OFCOM.
Look Mom I can fly- Travis Scott documentary
Look Mom I Can Fly extended trailer released on 23 August 2019:
This marketing campaign is a documentary about the life or Travis Scott and how he got into music. I chose this campaign because he used many different types of media to market his campaign. They included promotion on Social Media, Posters, a trailer, Merchandise and Promotion on Netflix which is where you can watch the show.
Aims:
One of the aims of this campaign was to raise awareness of himself as a music artist in order to boost his album sales and the number of people who listen to his music. This worked very successfully because many of his singles and albums had an increase in streams and when he released his next single, he received a major amount of attention that he didn't receive before the documentary.
Objectives:
They chose this aim because the more awareness and attention Travis Scott can receive, the more capital he can bring his way. More people will want to buy his Merchandise, his Albums and will want to see him live at a concert. This will all translate to more capital being made by Travis Scott and his team.
Target Audience:
The target audience of this market campaign is young adults. This is because this is the age group that follow and enjoy his music; therefore, they will enjoy watching the documentary. Both genders are in his target audience because his music is enjoyed largely throughout males and females. As well as this, his music is in the Rap genre, therefore people who have an interest in rap are included in his target audience.
As well as this, his target gender throughout his music and campaigns is the male gender. This is because generally, more men listen to rap music. As well as this, Travis Scott mostly aims his music and campaigns to attract people from America and of all ethnicities, however, his music is widely listened to in nearly every continent in the world.
Key messages:
Through this campaign, Travis Scott portrays his USP by including a lot of his music throughout the documentary and in the trailer. Because many people know a lot of his music, it will catch their attention and engage them in both the trailer and the documentary. This will lead to more success and aims being met from the documentary.
Approach:
Travis Scott used his social media and a trailer on Netflix to raise awareness for his documentary. This would have gained a lot of attention because Travis Scott has many followers on all types of social media and many of his fans will repost it or retweet it on their platforms. This will increase the number of customers aware of the documentary, therefore increasing the success of it. As well as this, a line of limited edition merchandise was also created in order to gain more attention towards the documentary. On the merchandise, it stated the name of the documentary "look mom I can fly" which will catch the attention of many people when they see someone wearing It in public.
Representation:
Travis Scott represents young people who love music in the rap genre. This is because his music is extremely loud and distinctive. This allows him to work with many different types of artists and build an extremely wide variety of audiences through different artists. This will make the documentary appeal to many types of customers, therefore raising awareness for his music and business. This will lead to his documentary being watched many times and becoming a big hit on Netflix.
As well as this, the campaign is a positive reputation for Travis Scott because his actions in the documentary make him a good role model for young people. Furthermore, Travis Scott emphasises how he follows the culture of a stereotypical rapper. This is shown by Travis wearing lots of extremely expensive jewellery, lots of tattoos and the use of cannabis.
Campaign logistics:
The target audience will access the documentary on Netflix. This means that it will only be available to people with a subscription, therefore taking access away from a select number of customers. This will lead to some customers being unhappy because they aren't able to access the documentary, therefore boycotting Travis Scott and his documentary. This will limit the number of customers that are able to watch it, therefore limiting the number of people that will get the message from it.
As well as this, the campaign was released just over a year after his biggest album to date 'Astroworld'. This was an extremely successful album which debuted at number 1 in the charts with 349 million streams in the first week. Travis Scott also created an 'AstroWorld" festival which took place on the 17 November in 2018. This festival sold out with over 50,000 tickets being sold. The festival included many other artists performing their own songs rather than only the songs on the album. These artists included Lil Wayne, Post Malone, Young Thug, and many more huge artists. This attracted a lot of attention and was seen as one of the most successful festivals in America in 2018. Travis planned to do another 'Astroworld' festival and the documentary brought a lot of interest and attention towards it, however it was postponed to 2021 due to Coronavirus.
Choice of media:
For this campaign, the choices of media were Social Media, Trailer, Posters, Netflix and Merchandise. These types of media were chosen because it made all types of customers aware of the documentary and how they can watch it. As well as this, he is able to promote it for free to his 30 million followers on Instagram and other platforms of social media. This will save many funds and will massively increase the awareness of his customers. There is also a trailer that was used to build up hype and enthusiasm towards the documentary by giving the audience a sneak peak of what was coming. As well as this, a line of merchandise was created in order to give the customers who love the documentary a chance to buy merchandise and support the success of the campaign.
Call to action:
Travis Scott and his team can respond and react to feedback on social media in the comments on posts that he used to promote and market the campaign. However, this isn't very reliable because anyone can write anything in the comments so there will be many pieces of feedback that can't be followed up. Another way of getting feedback could be using his 30 million Instagram followers for doing a survey or poll on Instagram. This would allow Travis to interact with his audience and gain some critical feedback which will allow him to reflect and perfect in the future.
Legal and Ethical issues:
Throughout the documentary, Travis Scott and his team make sure there is no discrimination or copyright or any legal issues. This will save a lot of capital which could be invested in lawyers to fight any potential lawsuits from the making of the documentary. This will allow them to concentrate on making the quality of the documentary and the campaign as a whole a lot better, therefore impressing the customer even more.
Regulatory Bodies:
It was published on Netflix, so it passed the OFCOM ratings and testing. As well as this, it passed through ASA as well because a trailer was created in order to promote and market the documentary. This saved a lot of time changing the trailer because it is a key element to the promotion of the campaign.
Rolex (World Of Rolex)
Strengths and Weaknesses
The strengths of this campaign include the use of many celebrity's. This will benefit the campaign because they are able to promote their products on all of their social media's. This will give them an outlet to raise awareness of their new watches to millions of people. As well as this, many people idolise these celebrities and if they see them promoting Rolex or wearing a certain Rolex watch, they will instantly be attracted to the brand and gain an interest in buying a Rolex watch for themselves and supporting the brand.The weaknesses of this campaign include the promotion to many people who can't afford their watches. Because they are such a high profile expensive brand, many People can not afford to spend thousands on a watch from them. This will limit the number of customers they have and will move them into a niche market. This will decrease the number of sales and revenue produced.
Delivery of message
The delivery of message was done through certain hashtags. These included #Rolex and links to their social media through @Rolex. this would of made it extremely easy for many potential customers to gain access to their website and social media, therefore finding a watch they like and purchasing it. however, because not many people can afford Rolex watches, they operate in a niche market, therefore they are only trying to get a certain type of customer to buy their products. these people are high class customers with high amounts of disposable income. this would lead to Rolex customising their adverts in order to make it appeal to their target customers.
Consistency
Throughout the whole Rolex campaign, there is an extremely consistent use of the phrase "every Rolex tells a story". Rolex use this phrase to emphasise how every Rolex you purchase will provide your life with memories and stories which you wouldn't have without this watch. this means that Rolex are using the stories behind certain watches as a USP to attract certain customers towards their brand. This will give the customers a priceless feel to their watch that they can't replace with anything else. Because of their satisfaction, they will carry out repeat custom with Rolex, therefore increasing the number of sales and revenue created by Rolex.
Travis Scott (Look Mom I Can Fly)
Strengths and weaknesses
The strengths of this campaign include the colour scheme, imagery, large platforms and choices of media to access the campaign and the consistency throughout the whole campaign. Throughout the whole campaign, there is certain images on posters and certain types of media that catch the eye and engage with the reader. This will bring a drive of attention and interest towards the campaign, therefore breaking through the aims and objectives that were set. The weaknesses of this campaign include the use of drugs. Throughout the documentary, there are scenes which portray the use of marijuana. This turned a certain amount of the audience away from the documentary, especially when certain families were watching it together. Furthermore, this led to the documentary receiving a 16+ rating which led to a selected amount of his fans not being able to watch it. This limited the number of viewers for the campaign, therefore limiting the success that can come off the campaign. As well as this, there is a consistent use of swearing and violent language. This also turned many people away from the documentary because it is inappropriate for their kids to be watching, however the use of this language does portray the grit and determination that Travis Scott has gone through to get to where he is today.
The delivery of message was done through Travis Scotts Social media. He used Instagram to try and make the experience of watching his documentary personal to each and every person in the audience. He did this by telling people to go to certain address to collect a tape of the documentary. This would of allowed Travis Scott to connect with his audience at a personal level therefore improving the satisfaction and experience his audience had. As well as this, he gave many members of his audience the chance to view the documentary for the first time in a theatre. This would have increased the enthusiasm towards the campaign, therefore making more people sit down and watch it. Consistency
Throughout the whole campaign, there is a very consistent use of certain images and surprises that come out of the blue on Travis Scotts instagram. For example, he released merchandise for the campaign out of the blue which caught many people off guard but caused a lot of excitement. As well as this, on his instagram, out of the blue he told people to travel to a certain address in order to collect a tape. This would of a large amount of his audience on the edge of their seats because they will be expecting something big to be released. As well as this, there is a consistent use of a black, white and red colour scheme. This will emphasise the size of the campaign because when someone in the audience sees something in these colours, they will know that It is a part of this campaign. This will help audiences link the whole campaign together and understand the documentary and all the advertisement as a whole.Describes the media products for the advertising industry, including an assessment of the way in which products are adapted, and institutions create brands and cross-media products across platforms to engage audiences. (U24:P1)
Rolex (World Of Rolex)
What are the different media products within the advertising industry?
Media Platforms:
- Social media
- Magazine adverts
- Video adverts
- TV adverts
- Tube/ Transport
- planes
- Sport
- Billboard
- Flyer
- Word of mouth
In Rolex's campaign, their products are adapted to certain platforms and types of media by having certain features that are unique to them. For example, the Daytona line of Rolex watches are lightweight, scratchproof and built for racing drivers to wear when participating in races. They use these features as unique selling points in order to sell and promote their watches to niche markets in sport. They transfer this advertisement into their celebrity endorsements. an example of this is that a free diver will be promoting a Rolex watch that is designed to go diving in because it will be relatable to the market, they are marketing it to. this will increase the amount of interest and attention each watch creates, therefore increasing the sales and revenue from the campaign. As well as this, Rolex adapt the type of promotion for every platform. For example, on Instagram it is more image and hashtag based however on their website, there are more videos and links into more information about the watch. As well as this, Rolex uses specific lighting, as well as different variations of non -diegetic sound to highlight what the watch was created to do. For example, in the video seen below, Rolex are advertising the Cosmograph Daytona. This watch was created for Racing drivers to wear when they are on the track. Rolex used Racing car sounds, as well as red and white curbs on the side of the screen to represent a racing circuit.
Rolex Cosmograph Daytona Advert (taken from the Rolex Youtube account):
Rolex create certain brands across different products and platforms by the use of their brand name. This is because Rolex are one of, if not the biggest watch brand in the world so if someone mentions the name "Rolex" it immediately catches everyone’s attention because they know it’s an expensive luxury watch that they have probably never seen before. As well as this, Rolex use their brand reputation to sell more watches as well. They do this because if you have a Rolex, you are seen to be successful, so they use this as a USP towards their customers. This links to more sales and more revenue. As well as this, Rolex use their logo to promote their brand across different platforms. This is because everyone knows what their logo looks like so when a customer’s sees their logo online or in a campaign, they instantly know that it is a Rolex advert.
Rolex promote many different target audiences by making their watches relatable and specific towards them. They do this by creating a different watch for every audience. For example, they have the "Sea- dweller" which is waterproof to a depth of 4000 feet, as well as a "Yacht- master 2" which is the only chronograph in the world with a mechanical memory. Rolex use all of these features as unique selling points to engage with different audiences. they make these different target audiences aware of their watches by sponsoring certain events which they know their target audience for a specific watch will see. For example, they sponsor Formula 1 in order to make their target audience for their racing watch aware of the product they have created. this will cost a lot of capital to fulfil, however over the past few years, it has turned their brand into a world-renowned name. Because of their global name, they can charge a higher price and use it as a unique selling point, therefore increasing the total revenue.
Additionally, the video advert, social media adverts, and other platforms appeal to many different audiences because the audience on each platform is extremely different. This creates a huge variety of the different people involved in viewing the ads, therefore increasing the number of potential customers interested in the brands products. For example, the audience viewing the Rolex adverts on social media are going to be a lot younger, and have a more defined interest in things that are trending in todays society. However, on the video advert, that will be shown on TV will have a larger variety of an audience. This is more likely to be the older generation of target customers. This audience is more likely to be able to afford a Rolex because they would of had an income for many years, therefore increasing the chance of having enough capital in the bank to purchase a Rolex watch.
This is a Billboard pictured in Miami for the World of Rolex campaign (taken from Google images):
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