At first, this practice was difficult for me due to the concept of doing a campaign targeting the employees internally and the lifestyle of the target audience as well. However, after the second thought, the goal of campaign is the same as other advertising campaigns- using a creative strategy to solve the problem.
The problem here is how to make the workers in this company aware of protecting the machines and equipment which they are operating to finish their job. That is, creating a campaign to remind them of their responsibility.
Regarding the creative strategy, this campaign is both consumer-oriented and culture-oriented. It is important to think of “ resonance, which relies on positive perceptions the audience already have about the brand.” At the same time, the messages are being given to a group in the same working condition and of similar eco-socio status, male workers between 19 and 26.
For this corporate advertising campaign, it is interesting to notice that the working environment can be the media or the communication itself. So, there some ads of the “Guerrilla” type are coming out. For example, using the toilet become a media platform to expose the print ads to male workers. Likewise, putting the ads on stickers, on equipment, or on some objects they are facing every working day will get their attention to. Of course, the tone needs to be young and relevant to the target audience, such as using their language and some familiar elements – beautiful women and cars- to talk to them. For this approach, not only the emotional appeals are used but also rational appeals. In other words, emotional appeals are applied at first to evoke attention, and then the rational ones are presented to remind the workers their responsibility.
The problem here is how to make the workers in this company aware of protecting the machines and equipment which they are operating to finish their job. That is, creating a campaign to remind them of their responsibility.
Regarding the creative strategy, this campaign is both consumer-oriented and culture-oriented. It is important to think of “ resonance, which relies on positive perceptions the audience already have about the brand.” At the same time, the messages are being given to a group in the same working condition and of similar eco-socio status, male workers between 19 and 26.
For this corporate advertising campaign, it is interesting to notice that the working environment can be the media or the communication itself. So, there some ads of the “Guerrilla” type are coming out. For example, using the toilet become a media platform to expose the print ads to male workers. Likewise, putting the ads on stickers, on equipment, or on some objects they are facing every working day will get their attention to. Of course, the tone needs to be young and relevant to the target audience, such as using their language and some familiar elements – beautiful women and cars- to talk to them. For this approach, not only the emotional appeals are used but also rational appeals. In other words, emotional appeals are applied at first to evoke attention, and then the rational ones are presented to remind the workers their responsibility.
Reference
Lecture Slides on Week 2 of KCP 404 Advertising Creative: Introduction, 2007.
