“Greatest Marketing Campaigns” Analysis of 5 Magazine Ads

Product Information

Ad title: Blood Box

Company name: Australian Red Cross Blood Service

Awards: Clio Award 2007

Category: Digital

Ad Link: https://aef.com/ad-campaigns/blood-box/

Focus of the advertisement:

Money isn’t everything is a catching phrase to grab the readers’ attention. In a society where having money is valued so highly an advertisement that says otherwise will have a large impact. The point of this catching phrase is that money isn’t everything because only blood can save some people’s lives.

Advertisement Objectives:

The objective is to bring awareness that money can not make blood. Many people “want to help” and will open their pocketbooks to prove it, but money can’t make blood only people willing to donate their blood can save some lives. 

Target Market:

By the nature of this advertisement, the target market was for adults in Australia. The company is the Australian Red Cross Blood Service which is looking for donors in their market. 

Call to Action:

The call to action was to bring awareness to the need to donate blood. The ad offers a phone number to inquire as well as list the web address to visit for more information. 

Value Proposition:

“Save up to three lives without spending a cent”, is to inform the audience that they can save lives without spending money.

Product Information

Ad title: Trees

Company name: Greenpeace

Awards: Clio Award 2007

Category: Digital

Ad Link: https://aef.com/ad-campaigns/trees/

Focus of the advertisement:

The focus of Trees is the perforations of a single white page from a notebook. The background that comes through the perforation is green which gives the ad an image of a row of trees in a grassy field. On the bottom right-hand corner states “Recycle paper. Save trees. GREENPEACE.”

Advertisement Objectives:

Greenpeace is an organization founded in Canada in 1971. The objective of Greenpeace is to protect the planet. While many times in the past Greenpeace had used brash tactics to further their objectives, this simple ad is thought-provoking and calm. The objective of Trees is to bring awareness to recycling to save trees. 

Target Market:

The Target market can be view as everyone is the target market. Realistically, depending on the magazine that the ad is published into will affect who this message reaches. 

Call to Action:

The call to action was to inspire. Inspire people to save trees by recycling paper products. There is no printed way to reach Greenpeace in the ad, however, the action does not require contacting Greenpeace. 

Value Proposition:

There are very few words used in this ad, and thus the value proposition is vague. “Recycle paper. Save trees.”, if the reader is interested in or values saving trees then they might be swayed to recycle.

Product Information

Ad title: Backseat Driver’s Manual

Company name: Volkswagen

Awards: Clio Award 2007

Category: Digital

Ad Link: https://aef.com/ad-campaigns/backseat-drivers-manual/

Focus of the advertisement:

The focus of the advertisement “Backseat Driver’s Manual” is to be humorous. In the picture to the left the seats are labeled by different names; driver, shotgun, wingman, hero, and backseat driver. While there is no actual manual, the ad is saying that there is a place for the backseat driver in their spacious Jetta.

Advertisement Objectives:

The objective is that the Jetta is big enough to seat five people comfortable. Since there is a place for the backseat driver there should be a manual, something like the owner’s manual. 

Target Market:

The targeted market for the advertisement is younger people that are looking for a car that meets the needs of seating someone in the backseat. 

Call to Action:

The call to action was to buy the 2007 Volkswagen Jetta. While the advertisement doesn’t offer a way to contact a specific dealership, the logo VW is prominent to relate the ad to the maker. 

Value Proposition:

“Everybody In”, is how the advertisement offers value that five people can fit in the car. 

Product Information

Ad title: Star Wars Episode III

Company name: EnVision

Awards: Clio Award 2006

Category: Digital

Ad Link: https://aef.com/ad-campaigns/star-wars-episode-iii/

Focus of the advertisement:

The focus of the advertainment Star Wars Episode III is simple three light bulbs. The ad at a glance appears that the marque has been vandalized and the sign has been stolen, with only the backlights showing. Upon closer investigation, the three lights represent the third episode in the saga. The other way that the lights are tied to the franchise is that the lights look similar to the lightsabers that the heroes and villains use. 

Advertisement Objectives:

The objective of the advertisement is to be a conversation piece that will cause a buzz of the movie. By stating that “In theaters now”, the advertisement is promotional because the movie will only be available for a short time to be seen in said theaters.

Target Market:

The targeted market of the advertisement is to teens and adults that watch movies in theaters. There are plenty of different ways to advertise to the younger crowd, and this ad uses clever wit that might go over younger audiences’ heads. 

Call to Action:

The call to action was to attend a showing of the movie. 

Value Proposition:

The value proposition of the ad is that it is implying that the movie is now available. The Star Wars franchise has enough of a following that the advertainment doesn’t have to offer a proposition boldly, just announce that it is available. 

Product Information

Ad title: Move and Encore

Company name: Apple iPod

Awards: Clio Award 2007

Category: Digital

Ad Link: https://aef.com/ad-campaigns/move/

Ad Link: https://aef.com/ad-campaigns/encore/

Focus of the advertisement:

It is hard to think of an ad campaign that was more colorful than the early versions of iPod and iPhone. In 2007 music had gone digital and Apple had offered a way to take your music on the go with their iPods. These two ads are a good example of the campaign from 2007. 

Advertisement Objectives:

The objectives of the ads “Move” and “Encore” was to focus on the music being portable, young, and hip. The ad Move the silhouette of the Comverse high tops was to show that music was portal. In the ad Encore the silhouette of the lighter, which is used by fans at concerts, is to show how people want more songs at a concert and now they can have more from their iPod. 

Target Market:

The targeted market for “Move” and “Encore” was music listeners and young people. 

Call to Action:

The call to action was to buy the Apple iPod. While there are no words to point the customer in the direction of Apple the unmistakable scroll wheel, which was iconic iPod, is overlaid on the shoe and lighter to make the product recognized. 

Value Proposition:

The value proposition is offering a new product that allows the user to take their music with them. Before smartphones giving endless music at our fingertips, the iPod was valued over carrying CDs or cassettes around to listen. 

8 thoughts on ““Greatest Marketing Campaigns” Analysis of 5 Magazine Ads

  1. Dustin,
    You selected some great ads! After reading through the analysis, I agree with the way you perceived the message the ads are intending to send. I would like to add my observation for a couple of them, not to make it overwhelming. I like your take on the Blood box. I analyzed the same ad as well. The statement you made “that money can not make blood” hits the spot perfectly. Many people are willing to donate money, but not so much blood or plasma, or be listed as organ donors.
    Additionally, on the “Trees” ad I noticed that they intended to portray little trees (projected by the paper holes on a green background) as a way to say, in addition to recycling, replenish the trees that go into the production of the paper we use daily.
    As for the Jetta ad, it’s funny but true. Many of us, as young drivers, had friends that always wanted to be in control of everyone’s driving :). As a Jette owner, unless the three people in the back are tiny, they will not fit comfortably.
    Best regards,
    -Semir

    Like

  2. Dustin,

    I love the simplicity of the ads you have chosen. They are smart and articulate so much with minimal use of words. I also find them to be clever in a “twinkle in your eye sort of way” as opposed to a “shake your head sort of way”. I think that’s important because the end goal is selling the product and cleverness can be too much of a good thing when trying to attract a buyer. You might have a memorable ad but no realistic path to the consumer purchasing your product. These ads don’t make that mistake.

    Your analysis is strong – thanks for your work.

    Like

  3. Dustin,
    Good job and good selection of ads to analyze. They were all well designed in their simplicity but one could easily look and not catch the drift at first glance. The blood box is a very creative way of showing that charity is not always given in spare change at the McDonalds. We can help the whole community by donating blood, something that cannot be manufactured with money!
    Jake

    Like

  4. Hello Dustin,
    Your selected ads are quite interesting, my favorite of all is the green tree ad, the ingenuity of the ad was basically left to the interpretation of the reader, and thereby giving the ad’s objective a broader content range. Although this technique can backfire when considering in details the action to be taken, but in general its a nice ad. Nice work!

    Like

  5. I was greatly amused by the “Star Wars” ad. You did a great job on the analysis. It is interesting to see how much leaway certain franchises have with their advertising. The mere concept of a movie title not actually needing a poster to attract viewers seems absurd at first. But looking at how much hype was put into the “prequel” trilogy, it is easy to see how clever this is. It is a bit of a risky move, but it seems to have gone over pretty well.

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  6. Dustin,

    Very nice selection of ads! You interpret subliminal messages well. I responded to the first ads the most. Probably because next to humorous ads, social responsibility print ads are one of my favorite types of marketing.

    Thank you for sharing your thoughts!
    Elaina

    Like

  7. Dustin,

    Thank you for this analysis! I really enjoyed reading through and looking at these ads. I think my favorite was probably the blood donation and the message that it sends! I thought that it was really personal to its viewers and saying that they don’t have to have money to help others, and anyone is able to help! I thought that this tactic could resonate with anyone!

    Also, I loved seeing the old iPod ads. I remember when the color ipods came out (iPod nano??!) and it was the best thing ever! I feel like apple should do a retro throwback with colors because I would totally buy one of the older colors again!

    Thanks,
    Caitlin

    Like

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