ADVERTISING

CHANGE 4 LIFE CAMPAIGN

http://www.vccp.com/work/comparethemarketcom/comparethemarketcom

Change4Life is a public health programme in the United Kingdom which began in January 2009 , organised by the Department of Health. The campaign aims to encourage people in Britain to lead healthier lives, using the slogan "eat well, move more, live longer". The campaign is backed by major food and beverage companies such as Tesco and Unilever[2], as well as sports and health groups such as the Ramblers Association and the British Heart Foundation[3].

Change4Life is arranged into a number of sub-brands that promote a single issue with either a food or an activity focus (e.g. cooking is promoted via cook4life; swimming is promoted via swim4life). Change4Life has seven sub-brands (Bike, Breakfast, Cook, Dance, Play, Swim and Walk).

Government unveils details of £275m anti-obesity push

SOCIAL ENGINEERING IS AN ATTEMPT TO CHANGE PEOPLE’S ATTITUDES AND BEHAVIOUR. IT IS CARRIED OUT BY GOVERNMENTS AND BY ORGANISATIONS.

The media play a huge part in social engineering.

Carrots and sticks...

EDUCATION

PROPAGANDA – see knock off “Nigel” advert

TAX INCENTIVES

SUBSIDIES

FINES

IMPRISONMENT

L’OrealCosmetics is an emotive area

1. Might be argued the cosmetics industry works on women’s and men’s insecurities.

2. Feminists might argue that cosmetics are for the benefit of men – women pressured to “look good” in order to gain male attention and to compete with other women. Many feminists refuse to wear make-up.

3. What is wrong with “ageing gracefully”?4. Animal testing – is it right to test “frivolous” products on animals? 5. Traditionally aimed at females? Why is this? 6. Do the products actually work?7. Do they serve any use – don’t they provide products that are neither vital or

useful? 8. However, the 3 in 4 women who are “insecure about the way they look”

(You Gov survey 2006) might disagree about this as it is a way of feeling more confident about themselves.

NESTLE OWN OTHER PRODUCTS – MANY FAMOUS “HOUSEHOLD NAMES”

A VERY RICH ORGANISATION…

RivalsL’Oreal is a global brand. Its brand name has no meaning in French but sounds good – French words connote class and sophistication - they have status attached to them.

Its rivals in the anti-aging market include cosmetic giants:OlayAvonEstee LauderClarinNeutragena.

Compare’In contrast to cosmetics, insurance is not a “sexy” subject. Difficult to establish brand awareness or loyalty.

Compare is a price comparison site – used to find the best prices for insurance policies.

Marketing

• L’Oreal: Immense advertising budget.

• Compare’: modest budget.

• Change for Life: very large budget because of Government backing – tax moneys. budget.

So what is Revitalift?

Revitalift is an anti-aging serum. Its name suggests it is a vital part of a woman’s skin-care routine; it energises and provides an inexpensive “face-lift”. Traditional target audience - women who are relatively well-off ABC1 and aged 35-50 years old.

However this has recently changed…see later slides.

An on-going campaign.Revitalift is advertised all around the world.

It is a global product.

The campaign is on-going.

In fact the campaigns for L’Oreal, Compare’ and CFL are all on-going.

Emphasis on science and technology but no need to prove that the science actually works!

Science not natureUnlike many rivals who use natural products as a selling point, L’Oreal uses science and technology as its USP:

Revitalift is based on nanotechnology…

How scientific is research?

http://www.cosmosmagazine.com/features/print/1893/the-science-cosmetics

A science blog asks: “is it really science or just pseudo-scientific snake oil?”

Only have to prove the ingredients are not harmful to people using the product

No strict tests unlike drug companies who must undergo many tests before they can release their products

They cannot reverse ageing only the look of aging

No real “appliance of science”!

So why buy the product?

L’OrealWould you buy a car that didn’t work or a faulty mobile?

So why buy a cosmetic product?Compare’Why use an insurance aggregator? Why buy insurance?CFLWhy “buy into” the CFL message or lifestyle?

Marketing Revitalift

Producers use This to market Their products

An esteem need?

• Revitalift can be seen as meeting a female need for women to help their self-esteem.

• Is this noticeable in their marketing of Revitalift?

Compare’Plays on people’s need for security.

To insure against accidents and loss in life.

By law it is compulsory to insurance certain items.

CFLPlays on people’s fear of falling ill or their fear of death.

The Government need to sell the message in order to save billions of pounds a year!

MarketingHeavy use of viral marketing to create WOMM - The term 'viral marketing' was coined by Tim Draper, a Harvard Business School graduate.

Relying on SNPs.

Not focussing on the brand!

Maslow’s 4 Ps of marketing.Helps us understand consumer buyer behaviour.

Product – is it a necessity e.g. a staple food like rice, food or water, or something useful e.g. a light-bulb or a luxury item e.g. cosmetic (or on a psychological level are cosmetics viewed a necessity to many women?)Price – what are consumers prepared to pay for the product? What do rivals charge for similar anti-wrinkle cream? Is anti-wrinkle cream a necessity in terms of meeting Maslow’s needs hierarchy?Positioning/promotion – how the product is viewed by consumers in relation to its rivals. How is the product represented?Place (distribution) – how will the product reach its customers e.g. transport, storage, etc.?

Don’t forget Young and Rubicam…

• Y&R a global advertising agency.• Developed Maslow’s hierarchy of needs for

marketing.• Developed 4 Cs - Cross Cultural Consumer

Categories.• The 4 Cs aims to target audiences by their

motivations rather than age, class, lifestyles etc. - therefore allowing targeting across society.

Lifestyle still relevant way of breaking down consumers.

Aims and challenges facing Compare’

Unlike L’Oreal, relatively new company needed to promote brand awareness and identity.

1. Many competing firms that sound similar.2. No USP.3. Infrequent service4. No one Google searching their name –

very expensive £5.00/5p difference.4. Limited advertising budget.

Raising awareness by developing a “face” for the company is common practice.

See video

SUCCESSFUL MARKETING CAMPAIGN

http://www.mirror.co.uk/news/uk-news/meerkats-made-220million-compare-market-1429547

MarketingVIRAL MARKETING PROS AND CONS FOR BUSINESSES

Pros...

Cheap.Global.Saves on search-engine fees.Great for service and non-physical products.Raises product profile extremely quickly.Reaches elusive audiences/customers.Capable of achieving WOMM – best advertising with ripple effect.

Cons...

Competitors can view offers and pricing.Subject to SPAM and viral attacks.Hard sell – e.g. Lots of emails can turn people off product.Open to abuse by producers (astro-turfing) and if discovered can create negative WOMM.

Alexander and Sergei

1. Fact that two main characters are male seems to make no difference in terms of dom. Id – as they are supposed to be animals! 2. Anthropomorphic – tradition of Top Cat, Scooby Doo, Churchill – audience expectations are met.3. Tetchy and snobbish , headstrong entrepreneur – bossy towards Sergei - not endearing like monkey or Mickey Mouse but audience like this.4. Furry – merchandising potential4. Humour to attract audience. Use of a catchphrase “simples” - creates brand identity.5. Russian – connotations of business acumen and wealth e.g. Roman Abramovitch.6. Well-dressed –cravat and smoking jacket – chap or toff.7. Fantasy potential – away from the usual business pitch and hard-sell. U&G potential.8. Narrative - backstory

Watch videos

Now sponsoring a national institution. A measure of success.

Keeping it fresh…

Replaced with comedian Robert Webb

CFL

In contrast CFL had a substantial budget because it has the Government’s backing.

Can call on the power of the BBC for promotion.

It also has the support of large companies such as Tesco.

SO WHAT’S IN IT FOR TESCO AND OTHER BUSINESSES?

WHO PAYS FOR THE CAMPAIGN?

The government use M&C Saatchi as their advertising agency. A highly experienced company run by two brothers.

M&C Saatchi is an international advertising agency network formed in January 1995 by the brothers Maurice Saatchi and Charles Saatchi after they were ousted from the advertising agency group Saatchi & Saatchi which they had founded in 1970.

CLICK LINK BELOW TO VISIT THE M&C SAATCHI WEBSITE – examine their impressive portfolio of clients and write down 6 of these clients they promote.

http://www.mcsaatchi.com/#/global/approach/brutalsimplicity/coreprinciple.aspx

THE GOVERNMENT – WE THE TAXPAYER.

Selling the message• IMPLEMENTED AT LOCAL LEVEL E.G. Calderdale NHS , Yorkshire • http://www.thedrum.co.uk/news/2011/02/17/18781-change4life-campaign-to-target-ca

lderdale-residents/

• UNLIKE COMPARE’ IT USES A MIXTURE OF TRADITIONAL AND MODERN ADVERTISING.• Uses a “cross-platform strategy”.

• Adverts

• Leaflets

• Radio spots

• Sponsors the Simpsons - deal with Channel 4

• Questionnaires

The campaign begins in 2009 and targets obesity in children.

£75 million spent on this aspect of the campaign alone.

April 2009 – Government switches emphasis from children and families to adults.

Government figures reveal over 60% of adults are overweight.

Tellingly - Of the 1.2 million people working for the NHS, around 300,000 are obese, and a further 400,000 overweight.

Particular audiences targeted - those groups most "at risk", such as ethnic minority communities, and men over the age of 40.

http://www.campaignlive.co.uk/news/896775/Government-switches-focus-Change4Life-campaign/

CLICK LINK BELOW TO READ CAMPAIGN LIVE ARTICLE

DEBATES – CRITICISM S OF CAMPAIGNS LIKE CHANGE4LIFE

The term nanny state was probably coined by the Conservative British MP Iain Macleod who referred to "what I like to call the nanny state" in the December 3, 1965, edition of The Spectator.

Usage of the term varies by political context, but in general nanny state is used in reference to policies where the state is perceived as being excessive in its desire to protect (as a nanny would protect a child), govern or control particular aspects of society. Which particular aspects are considered to be excessively protected depends on usage. An example would be public health interventions such as disease surveillance, quarantines, mandatory or government-subsidized vaccination, food labelling regulations, school lunch programs, the prohibition of substances-natural or otherwise.

THE “NANNY STATE”

SONY CRITICAL OF THE REPRESENTATION OF GAMING - IT ACCUSED THE CAMPAIGN OF LINKING GAME PLAYING WITH HEALTH RISKS AND PREMATURE DEATH.

http://www.math.psu.com/Sony-contemplating-lawsuit-over-Change4Life-ad--a006637-p0.php

CLICK LINK BELOW TO READ THE ARTICLE

PRESSURE GROUPS WHO ARGUE SOCIAL ENGINEERING ON THE GROUNDS OF LIBERTY

1. FOREST (FREEDOM ORGANISATION FOR THE RIGHT TO ENJOY SMOKING TOBACCO) – FOUNDED 1979 – PRO-SMOKING – AGAINST THE BAN ON SMOKING IN PUBLIC PLACES

http://www.forestonline.org/

CLICK LINK BELOW TO VISIT FOREST’S WEBSITE http://www.supportfoxhunting.co.uk/

http://www.supportfoxhunting.co.uk/

2. SUPPORT FOX HUNTING - no need to guess what they are about... Also incorporates SUPPORT GAME SHOOTING

CLICK LINK BELOW TO VISIT THEIR WEBSITE

THE CAMPAIGN RECEIVED LARGE MEDIA ATTENTION INCLUDING THE BBC NEWS. AGAIN, AN EXAMPLE OF THE BBC AND GOVERNMENT BEING UNCOMFORTABLY CLOSE AT TIMES – REMEMBER WHO IS IN CONTROL OF FUNDING THE BBC...

http://news.bbc.co.uk/1/hi/health/8518251.stm

CLICK LINK BELOW TO READ BBC NEWS ARTICLE

Different forms of advertisingFacebook: This would be a

good place to have an advert, especially as 10% of the world are on facebook and our target market would be within this percentage.

This could also be used to have a static photo advertising our campaign or our advert.

Youtube:

Youtube also used for promoting the campaign. With a video of the advert. On average, 2 billion people use youtube each day.

The Change4Life advertising campaign began in January 2009 and in the initial stage targeted young families with children aged 5-11 years. Since its launch the movement has grown to targeting parents of 1-4 years olds (Early Years) and new parents with babies (Start4Life).

Change4Life Adult Campaign – ‘Swap It, Don’t Stop It’

The Change4Life adults advertising campaign is in full swing on TV, online, on posters and bus rears. The campaign is aimed at 45-65 year old men and women, as we know that the majority of them (about 71%) can be classed as either overweight or obese. Six behaviours have been developed that all sit under the banner of 'swaps' and house different exercise and nutritional goals. We are creating a range of resources to support the campaign including a leaflet called ‘Stop It, Don’t Stop It’ (available now to download or order) an FAQ sheet, language and brand guidelines and an employer’s toolkit.If your work involves helping adults to lead a healthy lifestyle you may find this campaign and its resources very helpful. It is worth noting that although the campaign and resources are actively targeted at 45-65 year old adults, the six behaviours can be adopted by all adults over 18 years.

How can we measure success?

•It is difficult to measure success. The campaigns aim is to alter lifestyles – this may take years, even generations to achieve.

•It may be successful in some areas but not others i.e. successful with children but not as successful with adults.

•It is not like selling a product or service where profits and unit sales indicate success or failure – difficult to quantify.

•Raising awareness is an indicator – questionnaires, polls etc can give a clue as to a rise in the public’s awareness of how they can improve their health.

•Knowing how to improve health is not he same as doing something about it – being pro-active.

•It has been successful in gaining support from many organisations and businesses – “joined up thinking” – a HOLISTIC APPROACH” to improving the nation’s health.

CLICK LINK BELOW TO VISIT THE CHANGE4LIFE WEBSITE

http://www.nhs.uk/change4life/Pages/change-for-life.aspx

Slogans and Catch-phrasesCFL – memorableCompare’ catchphrase

L’Oreal – is iconic but has changed

The change in its slogan reveals a change in attitudes.

Original slogan – connotation of selfish/vain woman2000 – patronising – someone telling a woman that they are worth it2009 – inclusive – idea of being part of one large community of L’Oreal users

Why do large companies like L’Oreal support community projects and charities?

L’Oreal and ethnicity

1. Controversial examples2. Targeting customers world-wide

Beyonce and accusations of skin “whitening”.

http://multicultclassics.blogspot.com/2008/08/5792-loral-beyonc-and-cultural.html

RegulationIn the UK, L’Oreal is regulated by the Advertising Standards Authority (ASA).

So immersed in scientific jargon, buzz-words and our sometimes lofty expectations, it often feels like cosmetics give with one hand (many of us enjoy making a new purchase that might, just might, make that crucial difference) and take with the other (er, it didn’t really do what it said it would). We seem to be engaged in what amounts to a game of cat and mouse with the brands whose coffers we fill. And we’re the ones feeling like the mice, by the way.

We’re increasingly annoyed about the claims brands make for their products. In the past couple of years, there have been high-profile cases taken by the British Advertising Standards Authority (ASA) on behalf of consumers against beauty behemoths like Proctor and Gamble and Estee Lauder. Both companies were ordered by the body to remove misleading advertising. Acting on consumer complaints, a TV spot for Olay Regenerist was banned because the ASA upheld complaints that Olay claimed the cream could deliver the same benefits as anti-wrinkle injections. Estee Lauder received a similar ad ban for claims they made about Tri-Aktiline Instant Deep Wrinkle Filler.

SO WHAT DOES THE NAME “REVITALIFT” SUGGEST?

http://vimeo.com/13415534

Sinjai Plengpanich a Thai actress was the face of Revitalift 2009-2010.

Targeting the emerging Asian markets.

Julianna Margulies, Hollywood TV and film-star, ( 44 at the time)face of Revitalift 2011 – targeting an Hispanic audience.

Hebe Tien born 1983From Taiwan – an island off the coat of China And member of pop-group SHE is the spokesperson for L’Oreal and will Appeal to Chinese and other Asian markets.

She promotes Rivatalift Whitening.

Shows that Revitalift is targetting ayounger audience.

Araya Hargett a Thai model, born 1981 – reflecting L’Oreal targeting a younger audience. Hints at an Asian audience need to look “westernised”?Another text to analyse in detail for the exam.

Rachel Weisz is the current face.

http://www.loreal-paris.co.uk/_en/_gb/home/index.aspx

Use this as one of your detailed texts to analyse for the exam.

Westernised –looking Asian women again. Happy, confident , sexy but elegant, not cheap.

Using social networking sites like Facebook

Marketing 2012 and 2013A “Triple Power”” version released in July. Having to use three products to get a result – audience have to

buy three products instead of one to get the “full

result”.

Marketing

Beautystat.com Describes it is a site “For the Beauty Obsessed who Demand the Facts not Fiction”. http://www.beautystat.com/site/skincare/preview-photos-loreal-paris-revitalift-triple-power-collection-serum-nightday-cream-and-eye-treatment/

Site creates a buzz – positive review that emphasises the product’s green-credentials and mentions:“Pro-Xylane that is a 100% naturally derived, biodegradable molecule that is extracted from the beech wood plant, a renewable resource.”

Marketing

Marketing also involves using: market research

and

Focus groups

So what do women want?

REGULATION - ASA

The industry watchdog is the Advertising Standards Authority.

http://www.guardian.co.uk/media/2012/feb/01/loreal-advert-rachel-weisz-banned

L'Oréal advert featuring Rachel Weisz banned for being 'misleading‘.

Watchdog says digitally enhanced image of actor on anti-wrinkle cream advert exaggerated performance of product.

The industry watchdog, the Advertising Standards Authority, has ruled that the print advert must not appear again in its current form.

Regulation

• European and UK legislation.• European directive (the EU’s version of law) is

enacted as the Cosmetic Product (safety) Regulations 2008

• Trading Standards• Trade Descriptions Act 1968

Regulation

http://www.toxicbeauty.co.uk/comprehending-cosmetics/marketing-a-myth?start=4

Regulation

• Interestingly, guidelines produced by Colipa (The European Cosmetic, Toiletry and Perfumery Association), state that in order for cosmetic claims to meet the terms of the Cosmetics Directive, without being misleading, “statements of an abstract nature, hyperbole or ‘puffery,’ will not usually require substantiation.”

Regulation

• The Advertising Standards Agency (ASA) in the UK, which polices the rules laid down in advertising codes, explains that it does expect advertisers of beauty products to be able to prove the claims made in advertisements. Medical and scientific claims require substantiation. Cases have been brought against companies that have made misleading statements about their products, such as implying that a cosmetic product has physiological effect on the user by “rapidly reducing wrinkles,” or “melting away the fatty look of cellulite.” Olivia Campbell, Communications Assistant of the ASA remarks, “Instead cosmetics should claim only to reduce the appearance of wrinkles.”

RegulationThe ASA has the power to ban adverts.It investigates complaints and issues a ruling.

ASA Covers TV and radio adverts , paid for Internet advertising like banners, pop-ups, and print adverts but not:

o sponsorship at the start and end of TV programmes e.g. Coronation Street.o In-store advertising e.g. posters o Shop window displayso Printed adverts for financial services such as credit cards, mortgages, loans etc.o Online advertising where the company’s web space is not based in the UK

The Trade Descriptions Act can be used to take legal proceedings against offenders, leading to prosecution (imprisonment) and fines. This is not carried out by ASA.

Companies like L’Oreal cleverly avoid making scientific claims in order to avoid this.

Regulation

If an advertiser will not comply with a ruling.

The ASA has to rely on other agencies to carry out the fines and bans including OFCOM and the Office of Fair Trading (OFT).

This can lead to delays in making companies comply.

Audience responses:

Website “Femme Talks” – Sceptical of its effectiveness because it does not contain proven anti-aging ingredients collagen and peptides.

“The two main ingredients in L’Oreal Revitalift are Pro Retinol A and Pro-Lastyl that have now been proven to give very little results when it comes to actually reducing the appearance of wrinkles.”

And

“Most anti-aging products promise results in just two weeks. Due to lack of these vital anti-aging ingredients Loreal Revitalift may not be the best anti-aging product .”

http://www.femmetalks.com/beauty-and-fashion/is-loreal-revitalift-the-best-anti-aging-product_4809.html

Youtube posts.

http://www.youtube.com/watch?v=AnuqDHNurAk

Youtube posts and audience responses.

Youtube posts and audience responses.

Mizrandom07 might reveal another audience for the product: “early-bird investors” – those who use the product while young in the hope that it will slow down the look of ageing.

How factual and unbiased the site is, questionableit does not seem to offer a balanced view of the productSeems to advertise predominantly L’Oreal products.

Marketing Revitalift: various strategies• Good choice of brand name• L’Oreal website is impressive• Cross-media strategy – traditional forms and new forms e.g. Internet, emails, social networks• Allowing time to hit consumer consciousness• Use of celebrities • Using the superlative “The world’s No. 1 Anti-wrinkle cream”• Stress on scientific research and artificiality rather than the natural unlike “Dove”• On-going campaign to ensure it doesn’t fall behind rivals• Free samples and vouchers• Advertising in magazines and newspapers read by target audience e.g. Vogue, Cosmopolitan and The Daily Mail• Advertising in the online editions of magazines and newspapers e.g. Daily Mail• TV spots and short adverts on the internet• Using an experienced advertising agency Zenith Optimedia, • “Making of” trailers • Allow “sneak-previews” of new Revitalift range to create a buzz• opportunities for free consultations with L’Oreal’s skin experts• Social network sites • I-Phone app• Blogs• Database of customers - email shots • Database of women who use skin products – samples and money-off vouchers• Sample groups - It used sample groups of women with an average age of 43. Robust sample sizes were provided to 1,750

respondents and their feedback was positive.• Using market research e.g.2007 campaign AND’s Ad Solutions Results were grouped into the following areas: instant brand

awareness – up 4%, increased sales – up 27% engagement with the brand and informing others of it – up 13%. • Targeting a range of ethnicities