Three Successful Campaigns and One Unsuccessful Campaign:
Successful Campaigns:
John Lewis
John Lewis have been consistently doing TV adverts for over 4 years building an emotional connection with the british public producing remarkable and success story. During christmas time store sales consistently increase every year both in store and online making them one of the biggest selling store in the UK. The company Adam and Eve and Manning Gottlieb OMD created an advert call ”always a woman” sang by Fyfe Dangerfield which became so successful that it has been watch around 100,000 times which made it had to be put up on the internet. Since that time the results shows that in one single week John Lewis retail sales has raisen by 7.7% in the previous year making the profit rise to £100,000,000m and Online sales has also increased making it the highest rating of sales profiting at £2.8m in just one day. The british public were mostly attracted by this which made the campaign so successful that it can be shown on different forms of media . An example of the wedsite It was shown on is Youtube and have been watched over 570,000 times.
http://www.thinkbox.tv/server/show/ConCaseStudy.1705
Nike
The company Nike sales were slowly dropping and they were stumbling badly against Reebok.That was until the agency Wieden and Kennedy created an advertising campaign called ”Just do it” which was launch in 1988. they produce ads starring american baseball player Bo Jackson and different kids ages 8 -13 which made it attract the attention of both female and teenage consumers allowing them to take charge of their physical fitness and health eating. Since then the domestic sport-shoe sales increased by 18 to 43 percent selling a whopping $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998. The campaign sales became more successful when an estimated 80 percent of trainers were sold in the U.S. alone making them one of the most successful campaign of all time.
http://www.cfar.com/Documents/nikecmp.pdf
McDonald’s:
In the early 70’s McDonald’s store was becoming very isolated and boring. So they came up with a plan to launch a new advertising campaign that would attract audiences and become a success in America . The agency Needham, Harper & Steers created the ” You Deserve a Break Today” campaign which was launch in 1971. NHS impressed Mcdonald’s through many various audiences including mothers, fathers and kids giving them a single idea of “getting away” meaning places that families enjoy getting away from doing there daily routines.The idea give them a wide mind of creating an ad that would get audiences on there feet containing a song and dance routine.
McDonald’s saw a strong up rise in the sales of its products which has raise finding out that 95 percent of people prefer McDonald’s then KCF. The campaign has been very successful over the years with an ad and title that encourages everyone to take a break after working hard.
http://www.ddrewdesign.com/blog/index.php?cmd=article&id=136
Unsuccessful Campaign:
Anti-smoking (NHS):
In 2009 the NHS set up a campaign working with the british heart foundation and cancer research UK that would force smokers to give up smoking to save lifes. The campaign carried on over the years producing good quality’s of ad and poster forcusing on the inside of the body, using examples of patients and family matters who have beeen affected, parents smoking around children and how smoking affects us. During the campaign five percent of smokers try giving up by making use of the NHS services weekly including attending supporting meetings, a free supply of gums ( meaning nicotine patches ) and using the helpline. Over the same time the amount of money that were being spend into the NHS smoking campaign has gone up by almost two thirds from £51million in 2006 and 7 to £84million last year allowing 17 percent of smoker to quit in the past three months compared to 32 per cent over the same period in 2007.
The campaign also forcus on the affect of smoking around children and what it causes by producing posters and ads that encourages parent to give up to protect and look after they young ones. They also produce an advert on basic on a 10 year old boy who tires to get his parent to stop smoking because of the pressure its putting on him and how he feels about smoking. After produce the ad 35 percent of parents give up while 40 percent continue.
As a result of this smokers keep on lighting up despite the NHS spending millions trying to help them to quit it still was enough which became ineffective and unsuccessful.
http://www.dailymail.co.uk/news/article-1327927/Millions-pounds-spent-NHS-smokers-refuse-quit.html
Jessie Boo 