Digital advertising typically promotes goods and services through the use of digital channels and technologies. The ability to target certain audiences with pertinent and individualized messages and to analyze and evaluate these messages’ efficacy in real-time are at the heart of digital advertising.
However, the capacity of digital advertising to reach a sizable and varied audience is one of its main benefits. Businesses can target customers based on demographics, interests, habits, and geography via platforms like social media, search engines, and display networks.
As with other advert formats, content, and delivery, digital advertising also offers a high degree of freedom and customization, because it helps advertisers have a variety of advert kinds to select from, including banner advertisements, video adverts, native adverts, and social media adverts. It is also easy to customize language and creativity to meet the needs of target markets and marketing objectives.
The capability of digital advertising to track and measure success in real-time is another important feature. In order to increase the performance and return on investment (ROI) of campaigns, advertisers can keep track of metrics like impressions, clicks, conversions, and ROI.
Subsequently here, I will be analyzing five digital adverts. Hope you enjoy the read!
The “The kids are… not kidding” Digital campaign is an advert that was created for the Mini Cool Brand – a German Fashion Brand seeking to promote “kids’ jewelry”.
The advert is a fashion brand seeking to showcase the fashion taste of children. The use of vibrant colors and kids’ uses playfulness in portraying the liveliness of children. The brand design and color combination of the products highlights the fantasy of many children especially from a unisex perspective with the use of masculine (blue) and feminine(pink) colors. The use of bright colors, animation, and sparkly images also creates captivation that is able to elicit attention from children when this advert plays. The advert also makes use of benefit tags like “cool” and “mini” which highlights that children can look like grown-ups without losing their “childlike traits” and still be fly. It also connects with children on what they like and the advert uses highly energetic music and visuals to create a wow effect on children. The advert is able to successfully address the objective of the advertisement, which is to appeal to children who in turn are able to influence parents to make a purchase. The value proposition of the “kids are not kidding” seems to emphasize the brand’s identity of taking fashion as a serious business.
Although I am not a fashionista, I totally loved the way the advert communicates fashion through the use of sassy-looking kids exuding confidence despite the sparkly cuteness, retro stickers, emoji, poppy vibes, and colorful aesthetics.
However, I tend to see the advert as being forcefully compelling in that it uses all that vibrancy and energy to put kids in a position where they may want to insist that they must have the products being advertised and this can bring parents who are not able to afford these products to a place of pressure because we know how kids can become persistent when they want something because their peers also have it.
Overall, the advert scored high points with me in its attractiveness, clear communication of product benefits using bright colors, and vibrant imagination.
#Utiva “Leave Bone Straight and Touch Tech” Advert
This creative copy is a digital advert seeking to make the target audience sign up for courses on the Utiva platform.
The advertisement makes use of a social influencer called Olusola who regularly shares content on self/career development and growth. The use of a social media influencer, Olusola makes the simplicity of the advertisement captivating from the beginning till the end. The advert makes use of the influencer’s admonition to captivate attention and elicit interest. Using simple everyday language with typical Nigerian nuances resonated highly with me.
With a value proposition to use tech based courses in accelerating the learning experience of users, reinforce learning, spot gaps through deep assessments, and help create collaborative learning digitally. Olusola used his powerful motivational engagement skills in the advert by using everyday depictions of people’s choices to communicate the need to choose better in order to live better. This is a powerful way to use motivation to elicit acceptance and a call to action for a service offering. The motivation is further enhanced by the speaker’s use of choice comparison to describe what things the audience or viewer should consider while looking to position oneself better for the future as we find ourselves faced with a world that is tech-driven.
On the other hand, when I clicked the advert it looked to me like one of those TikTok short reels, which to me is quite attractive. However, it took me some time while listening before I realized this was an advertisement to order for a tech training session with Utiva.
Ultimately, this short clip-type advertisement was able to achieve its objective of eliciting a call to action to click the link and register to take a course with the influencer, because I did click the advert and I did register on the website with the influencer. Olusola’s captivating and motivational skills does well in communicating strong benefits and reason to believe in this advert, accentuating the brand’s differentiation.
I must admit, it was an engaging advert!
On March 31, 2022, UNAIDS in anticipation of the International Transgender Day of Visibility collaborated with an advertising agency to launch the “Unbox Me,” campaign as an initiative aimed at raising awareness for transgender children’s rights by empowering them to stop hiding their identities and embrace their true selves. The communication campaign was part of the #SeeMeAsIAm campaign, which aimed to promote transgender acceptance and awareness. The advert featured a series of short videos and social media content that challenge the stigma and discrimination faced by transgender children.
The “Unbox Me” advert creative copy is themed on “ secrecy and hiding” while seeking to highlight the struggles of transgender children, which includes being closeted and being uncomfortable with their assigned gender, many of whom are as young as two.
According to the UNAIDS, “Transgender people around the world are often marginalized and experience discrimination and violence. As a result, transgender people have a 34 times greater risk of acquiring HIV than other adults. Up to 24 countries in the world criminalize or prosecute transgender people. For example, early in the COVID-19 response, some governments instituted gender-specific mobility days during lock-downs, which resulted in arrests against transgender people who moved-out and about on the “wrong” day””.
Furthermore, studies report that “transgender and gender-diverse persons often become invisible due to stigma, discrimination, and criminalization; in extreme cases, discrimination can even result in the denial of gender-diverse people’s existence”.
Though the advert is aimed at sensitizing the general public, especially those who might have stigmatizing or discriminatory views toward transgender people. The initiative seeks to dispel preconceptions and advance compassion and comprehension of the struggles of a transgender person from a young age, while also highlighting their humanity.
From a cultural context, I am not an advocate of transgenderism, however, I resonated with the way the copy’s creative concept used real stories to depict the struggles and challenges transgender people face and how their humanity is being discriminated against. The campaign’s message, which supports the rights and dignity of transgender persons , is crucial and necessary, and it may help lessen discrimination and stigma.
Furthermore, The campaign’s use of actual transgender individuals as ambassadors is potent and real, helping to elicit an emotional connection to the plight of transgender persons. The advert’s creative use of social media and quick videos is another efficient strategy for reaching a large audience.
Hinged on the value proposition that transgender people are deserving of respect, dignity, and human rights. The campaign further challenges the stigma and discrimination faced by transgender persons by presenting them as individuals with unique personalities, talents, and aspirations who also seek to find acceptance in spite of their choice to be different.
On the flip side, the message of the advert might not be receptive to all viewers, especially those who are culturally indisposed to accepting transgender persons. The campaign may also be perceived as encouraging a victim attitude, and having the capability to maintain preconceptions about transgender persons.
Overall, the advert did a good job in its campaign execution by effectively promoting the rights and dignity of transgender persons using high levels of emotional connection through the use of real stories. The campaign’s message is important and timely, and its use of real transgender persons as ambassadors evokes powerful and effective messaging. While the campaign’s message may not be acceptable by all viewers, it effectively challenges stigma and discrimination and presents transgender persons as individuals with fundamental human rights, talents, and aspirations. The campaign’s value proposition of promoting respect, dignity, and human rights for transgender people is clear and effective, and the campaign’s target audience of the general public is well-defined.
I must say it is quite a compelling and emotive copy!
#Blink Design School ”End the War- Change the Narrative”
When the Ukraine-Russia War started, everyone was worried about the ongoing conflict. Although many people in the western world did view the conflict in Ukraine as being two-sided, many also saw it as a battle against reason and human ideals.
This digital creative concept, “The “War. Change the Narrative” campaign was a campaign designed by Blink Design School . The advert, is purportedly aimed at changing the international perception of Ukraine and its ongoing conflict with Russia.
With an intention to influence the international community including politicians, media and the general public. This advert aims to change the narrative about the Ukraine War and the country’s conflict with Russia by highlighting Ukraine as a victim of Russia’s aggression rather than as a participant in a civil war.
I connected strongly with the creative concept’s use of powerful rephrasing by replacing syllables within certain words with “WAR”. The campaign also made use of hashtags #UkraineNotATarget via social media, which helped to increase awareness and engage the global audience. Helping to further present Ukraine as a victim of aggression, making it relevant and timely.
The value proposition based on interpretation is that Ukraine is a victim of aggression, thereby eliciting global support for Ukraine in its struggle for peace and sovereignty, challenging the narrative that Ukraine is a willing participant in the war with Russia, presenting it as a victim of external aggression. However, the campaign seems to be overly simplistic, manipulative and one-sided because it presents Ukraine as a victim of aggression rather than painting a full picture of the Ukraine-Russia conflict complexities
In general, the “War. Change the Narrative” campaign is a potent and emotive advert that successfully portrays Ukraine as an aggressor’s victim. The creative concept is successful in spreading awareness and interacting with a global audience, despite the fact that it may be perceived as simplistic and one-sided. It is effective in raising awareness and engaging with a global audience.
This creative copy comes across as simple yet powerful!
#Coca-Cola Real Magic “Masterpiece” Advert
When I clicked on this advert, I was blown away. Of all the Coca-Cola adverts I have encountered, this Coca Cola “Masterpiece” advert campaign had me engaged from the beginning to the end.
This advert appeals to all ages who like Coca-Cola products, hence they are targeting their core audience with this advertisement.
I was mesmerized from start to end due to the artistic concept featuring pictures of famous paintings and sculptures that have been altered to add a Coca-Cola bottle, showcasing the artistry and inventiveness of the brand.
The artwork and classical music playing in the background create sentiments of beauty, sophistication, and timelessness, hence the appeal used in this campaign is purely emotional. Coca-Cola is attempting to present themselves as a traditional, historic and upscale beverage option by connecting their product with works of art. There is a strong use of awesome artwork. The advert is a brilliant rendition of creativity and the art direction is simply magnificent. The creative concept for the advert provides a fresh perspective on Coca-Cola’s abilities to create this extraordinary combination of a traditional piece with digital animation.
This campaign’s key goals are to strengthen the consumer’s relationship with the Coca-Cola brand and to highlight the company’s dedication to excellence and innovation. The campaign’s value proposition is that Coca-Cola is more than just a straightforward soft drink; it is a work of art that people from all walks of life can enjoy and appreciate.
The advert’s core message from my perception is that Coca-Cola is a beverage that can be enjoyed as a component of an opulent and sophisticated lifestyle and that it is both conventional and cutting edge. The creative copy evoked a strong emotional response that will promote the brand’s reputation as a luxury and sophisticated beverage alternative, the advertising makes outstanding use of art, music, and visuals.
However, the end of the advert tends to lack meaning .I struggled to understand the part of the advert where the young man was sitting down dozing before he turned and saw a Coca-Cola bottle which he drank and he was then inspired into finishing his drawing. This part lacked clarity of message. My interpretation of that particular scene in the creative copy is that ‘drinking Coca-Cola can bring your creativity to life’ OR ‘drinking Coca-Cola can wake me up from my creative slumber’. The interpretation is left to the imagination of the audience.
Overall , the advert’s objective as interpreted is to strengthen the consumer’s relationship with the Coca-Cola brand and to highlight the company’s dedication to excellence and innovation, and this advert brought powerful justification to this objective while also ensuring that the the advert’s value proposition is that Coca-Cola is more than just a straightforward soft drink; it is a work of art that people from all walks of life can enjoy and appreciate.
Great advert!
References
Dolapo,
One of the things I have enjoyed from this process is seeing ads that I have either forgotten or have never seen. The Coca-Cola “Real Magic ‘Masterpiece’ fits that category. The ad is a stunning and engaging ad that highlights the power of Coca-Cola to bring people and art together to create magical moments.
The artwork comes to life and into the real world. The ad has a sweeping soundtrack, which adds to the impact of the imagery. And the use of vibrant colors and imagery provides a dreamlike quality.
The message is clear – Coca-Cola has the power to create magical moments and bring people together. I have never wanted a product based on the commercial but do appreciate the creativity behind an advertisement. The Coke ad is no different.
Stunning and mind-blowing advert!
Thank you for those additions to my reviews!
Dolapo
Dolapo,
I have to kind of piggy-back on what Rob has commented, simply because I found the Coca-Cola ad deeply intriguing. I like what you said about the, “advert’s core message” being “that Coca-Cola is a beverage that can be enjoyed as a component of an opulent and sophisticated lifestyle and that it is both conventional and cutting edge.” These are emotions the ad evoked for me as well, and emotions I experience when visiting art museums. Like that feeling of accessible luxury? Or that luxury is in the everyday, like enjoying a refreshing Coca-Cola? Like visiting a publicly accessible museum? Something like that.
In that same line of thought, I agree with what Rob has said, “The message is clear – Coca-Cola has the power to create magical moments and bring people together.” I think it’s illustrated in this ad very well, by all the subjects of the art passing the Coca-cola to one another. This seems to be a common theme throughout Coca-Cola’s ad history, but one that I’ve seen illustrated directly in your ad as well as this “pasta party” one that keeps popping up in my daily life:
https://www.youtube.com/watch?v=L3lI9FX5c6c
Great content and analyses!
-Amanda
Thank you for your comment, Amanda. I agree with your additions to the Coca-Cola Advert. Appreciate your comments, always!
Hello Dolapo,
Thank you for your posts on Digital advertising. The first ad I want to touch on is the #Utiva “Leave Bone Straight and Touch Tech” Advert. This ad caught me off guard. When I read the phrase “Leave Bone Straight” I immediately thought it would be an ad about hair products for those that have natural curly hair. Where I am from, the term “bone straight” refers to a person’s hair texture, so when the host started talking about tech, I was completely thrown off. The ad does a good job at drawing attention to the tech world and how one can make a living from it. That said, I am confused as to why the narrator used the term “Leave Bone Straight”. Is this a phrase being said by a younger audience?
The Un Boxing Me ad is very moving and shows how society can affect marginalized individuals in a negative way. The ad does a great job showing how the Trans community is mistreated. Like you mentioned, even if you don’t agree with the lifestyle, we all should still treat those in the Trans community with respect.
Thanks for your comment, Lonnie!
Bone Straight also refers to hair in-here! However, the phrase describes Nigerian ladies who are Wig Freaks- willing to spend a fortune on buying a wig rather than doing more meaningful spending.
The Un-Box Me ad also had the same effect on me. Quite compelling the message was!
Always a pleasure to read your comments!
Dolapo