Research Portfolio {U20;P1, U24;P1}

Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products 

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries

P1 (U20) - Describe an existing media advertising campaign

First advertising campaign - Adidas

(google image)

The first advertising campaign that I will be talking about is the Adidas advert - 'I'm here to create' featuring Manchester United footballing star, Paul Pogba.

Adidas are a multinational corporation founded in Germany who specialise in sportswear. They manufacture shoes, clothes and accessories and are the largest sportswear manufacturer in the whole of Europe, building a fantastic reputation for themselves.

Aims and objectives

Aim - An aim is a statement which concerns the overall achievements of the project. 

Objective - An objective is an individual stage which needs to be completed in order to achieve the overall goals. There are many objectives to be completed throughout the process.

One aim and objective for this Adidas campaign is to increase brand and sponsored players awareness. By showcasing extremely popular footballers wearing Adidas clothing and shoe wear will increase the likelihood of someone wanting to by sportswear to buy theirs. Customers are easily influenced by their idols therefore it is a good strategy to base an advert around a worldwide known footballer. Increasing awareness of sponsored players and celebrity endorsers not only leads to people wanting to wear what they wear, but gives the brand a reliable and extremely positive reputation. 

In addition, including a footballer with a massive following in real life and on social media increases awareness of Adidas and allows them to expand. People who are unaware of Adidas but follow Pogba then become aware of the brand and it therefore unlocks another sector of the market to target. 

Another aim/objective of this advertising campaign is to empower young people and make them feel capable of anything. By showcasing a walkthrough of Pogba's life, it portrays that he started from nowhere and made it as a successful football player, suggesting that it is possible for any kid to do. Pogba was shown wearing Adidas shoes when he was younger, and then once Pogba reached the top of the game, he wore the new Adidas football boots, implying they are what the best footballer should wear. This encourages kids to buy an Adidas shoe, because if Pogba made it big from wearing Adidas his whole life, it suggests that is what helped him make it to the top. However, the main objective here is to make the young person watching that they could take the same route as Pogba and feel empowered by the Adidas product. 

An aim that is very important from this advertising campaign is to increase the number of sales of football boots, increasing their revenue. It is vital that Adidas get their return of purchases from the expensive campaign, therefore it has to be a prioritised aim to achieve high numbers of sales. While empowering young people is a strong aim, this ties into gaining the revenue by the increased purchases from these people. This also encourages brand loyalty through seeing Pogba wear the same brand his whole life. 

Overall, it is very critical to have a return of investment and keep a consistent positive cash flow, therefore making an increased number of sales to usual.

The last objective for this Adidas campaign is to encourage other football players to both/either wear the shoes or become a sponsor. If a footballer sees Pogba and other influencing footballers sponsoring Adidas, then this may influence them to do the same. This increases the number of influencing people Adidas have sponsoring them therefore giving them maximum opportunity when trying to penetrate the market. In addition, if most footballer are encouraged to sponsor Adidas or wear their products, they will dominate the footballing market and decrease competitors share.

Target audience

The main target audience for this advertising campaign are young kids or young adults who love playing football and aspire to be like Paul Pogba or look up to him as an idol. This is because the advert demonstrates Pogba growing up from a child to an adult playing for Manchester United, which portrays his journey and ability to make it as a footballer through wearing Adidas products. The overall age Adidas would be targeting from this campaign is around 10-20 year olds.

As it is a football related product with Pogba as the main star, it is targeting males more than females. Although females may buy Adidas products too, it is more focused on football related products. However, it is unethical to target only males, therefore there are no aspects which suggests against a female buying the product.

In terms of race, they are targeting all races, because football transcends any race. People of all races play football because it is a multicultural sport, and one of the most popular around anywhere in the world. As shown in the image below, people from different races, such as the Asian boy, want to be like Pogba.

(screenshot from the Adidas advert)

The secondary target audience would be anyone who is interested and plays the game of football. They may not just be young boys and adults, because anyone who has the lifestyle of playing football may have an interest in purchasing the boots. The shoe when released was a new revolution of a 'sock boot', therefore having a unique selling point never seen. before. This allowed Adidas to charge a price premium of around £150. This suggests that the target audience may be of a more wealthy background. Despite the boot being targeted at anyone who is interested in football, the target audiences would be more specialised at wealthier people.

Key messages

One key message of this advertising campaign is the celebrity endorsements role. As one of the most popular footballers in the world, Pogba has a massive influence on an extraordinary number of people. This gives Adidas the capabilities to portray him in a way positive towards Adidas, showcasing him wearing their clothing and shoes his whole life. Due to his influence, it gains the attention and engagement from the audience, leading to them following or copying him. The unique selling point of this is that Adidas have an endorser that other brands can't have, meaning they have a more persuasive incentive as to why their products should be purchased by the target audience. 

Another key message depicts the reliability and trustworthiness the brand Adidas has build over the long period of time they have been functioning. This gives them the opportunity to have footballers feature in their adverts, as they have a loyalty to Adidas and know the quality of products they produce. For the potential customer, understanding that a footballer who plays football professionally uses the brand, it gives them a clear sense of confidence of their authenticity and reliability, therefore the likelihood of purchase increases. This is a proposition that not every brand can offer, giving Adidas an advantage over competitors.

Approach

As mentioned before, the method Adidas have used in order to gain attention is the celebrity endorsement aspect of the advert. Not only does the video include a footballer, but it is completely based and created around the life of one. This gives the audience a whole backstory to Pogba's childhood and how he became a professional footballer. As an idol, a huge number of people want to know more about Pogba and his quick rise to the top of the footballing chain, therefore this advert is very easy to engage with and understand. Accordingly, this adverts ability to capture the audiences attention through the endorsement ensures that it would be a successful advertising campaign.

(image from google)

Representation 

Within this advert, there are no issues regarding race, gender or other ethnic differences. Pogba is shown growing up on the streets of France with a black heritage, however there are a strong mix of races in the area they are seen to have lived in. He is also portrayed to be playing football with different races, interacting normally and there is no discrimination against anyone at all. This suggests Adidas do not want to cause any conflict through the representation of Pogba's early heritage and want to focus mainly on his passion for football.

There is a representation of Pogba always getting himself into trouble and causing aggravation, however no stereotypes which would question anything unethical. For example, Pogba disrupts the neighbourhood by crashing around playing football and hitting peoples cars. This could be because it is another good method of engagement if Adidas add an element of comedy in their advert.

The only group shown at the beginning of the advert is the citizens in the town of France and then later on, people who have an interaction with Pogba's football life, such as commentators or fans. This signifies that Adidas are not producing this advert to arise any potential problems regarding racism, sexism or violence, but just want to use Pogba as an influencing figure to gain the attention of viewers of the advert.

Campaign logistics

The timing of the advert was based around when Pogba was most popular. If Adidas wanted to include a celebrity endorser, choosing one of their sponsors in Pogba, just as hemmed a transfer to one of the biggest clubs in the world, Manchester United. As all of the attention was him from the huge transfer fee and move, he became increasingly popular and creating an advert based on his rise to the top club was a great strategy in order to revive maximum engagement and interaction.

The audience is able to access the message through both Adidas social media platforms and other football related social media mediums. The benefit of making an advert based on a very popular and up and coming footballer is that sport pages also like showing it. This. gives Adidas maximum exposure due to being able to reach more people through other organisations. In addition, Adidas Facebook and Youtube platforms show the full advertisement for anyone interested in them to watch.

Choice of media

The choice of media for this advert is mainly social media based. Due to the increase in popularity and following of social media, Adidas jumped on the trending market. Through the use of Facebook and Youtube, Adidas were able to get a huge viewing of their advert for only a small cost.

Another method of advertising Adidas used were posters and other forms of print media. As other retailers get their football boots in stock, such as JD and Footlocker, Adidas have to market the product so they sell in those stores too. This is done by advertising posters around the shops showcasing Pogba in the boots or with them in his hands. This immediately attracts attention from customers and leads to a higher engagement rate with the product than if they didn't use this form of media.

Call to action

Adidas and Pogba together helped to get a hashtag trending #POGBOOM which became very popular and was used by everyone in football when talking about Pogba. This was a great call to action because every time it was said it would be a reminder of Adidas shoes which they had created for Pogba. It was a viral trend on Twitter which Pogba used often and helped the campaign to become even more powerful due to his unstoppable influence on such a large audience.

(image from google)

Legal and ethical issues

As Pogba is the story of the advertisement that Adidas created, it is extremely important the brand was careful of slander. This is because if they portrayed Pogba wrongly or presented him in a way he is not in agreement with, Adidas could be in trouble. It could be damaging to Pogba's career and therefore having a bad impact on Adidas brand due to breaking the law.

Another legal issue that Adidas need to consider is the permission to film. This relates to both the locations that Adidas were filming in, and the people that they filmed to use in the advert. They have to receive signed permission by the owners of the land, or government to film in specific areas, and a contracted agreement between them and Pogba, as well as other people featured to show they agree to be put in the advert.

However, there are no ethical issues that they have to consider. The advert does not contain any violence between characters, nor is there any offensive language that could arise any conflict. Furthermore, there are no racism or sexism issues which eliminates any potential anger that could emerge as a result.

Second advertising campaign - Lego Movie

(image from google)

The second advertising campaign that I am looking at is the first Lego movie. Through creating maximum synergy across their products, Lego decided to branch out and create a movie, which had a very effective marketing campaign. A series of adverts have been published with Lego partnering up with other big corporate brands using Lego characters. Cleverly, this was done to create awareness for both businesses involved and added humour through the well known Lego characters.

The Lego Company is a Danish toy production company most popularly recognised for its plastic block toys, however through the different mediums of media products they have discovered, they are now popular in different sectors of the entertainment market.

Aims and objectives

One aim and objective that Lego have from creating these series of adverts is to raise awareness about the Lego Movie. People know and understand Lego for the plastic block toys that they sell which are eternally popular with young kids. Therefore, by creating humorous adverts with many different blue chip companies using their Lego figures will immediately attract people watching, as they have never seen electronically visual Lego characters. Through the effective advertising strategy of using a Lego themed campaign on television, awareness of the movie will significantly increase.

Another aim and objective is for Lego to have an increase in sales. Despite the advert being based around the Lego Movie, it still acts as a reminder to people that Lego are still selling their products and may interest people into purchasing. If kids see the advert, they may also want Lego and ask their parents if they can buy them some. As Lego is a very old product, it could have been forgotten by loads of people, therefore, having this array of adverts it will immediately revert peoples attention to the fact The Lego Company is still functioning and the plastic toys can be bought.

Similarly to creating awareness for the Lego Movie, an additional aim and objective could be to rebrand 'Lego' and bring a new and innovative product to the market. The key way of doing this is to create awareness for the product, however to bring a new product to the. market, it requires more knowledge for the customer. Lego have a call to action in the advert with their website and when the film is going to be released, as well as a minutes backstory on the film, therefore it gives the audience more of an insight into the new product contains and how to get tickets.

Target audience

Through the clever advertising campaign, Lego are able to target a plethora of different target audiences. Lego is well renowned to be a children's toy therefore initially, you would assume it is aimed at kids. By using Lego animated characters, which strongly appeal to children, and having an interesting trailer advert along side it, it suggests younger generations will be the target audience. It encourages younger children of all ethnicities and races as they would identify the different raced Lego characters (for example, Vitruvius and Lenny Henry).

The advert and poster would stereotypically appeal to females of all ages and ethnicities because the characters of Wyldstyle and Unikitty and the theme of. love that is portrayed throughout the film. Wyldstyle is a female character that challenges the status quo of a regular female therefore it could act as empowering to females that see the advert or posters.

While one target audience is the younger kids and youth, there is a strong secondary target. audience too. There is a range of adverts that Lego created alongside big companies such as BT, British Heart Foundation, Confused.com and Premier In. These businesses strongly target adults, whom need the products offered, such as broadband or a hotel room. This gives a strong secondary target audience of an older generation who may also appreciate the animated Lego figures and humour that comes with it. Lego transcends age as it carries an element of nostalgia for adults too, therefore the movie may be of significant interest to them. This is why both generations are strong target audiences for The Lego Movie.

(screenshot from Lego advert)

Key messages

One key message of the mix of adverts collaborated with other big businesses is to show an element  of reliability. The companies who have the Lego adverts are extremely well known and very trustworthy, therefore by joining forces with them, it suggests to anyone watching it is a serious and reliable campaign in order to portray their film to them. This is very important because having a safe and authentic reputation will encourage more people to take the advert seriously and have a genuine interest into watching the movie when it releases.

Another key message is seen through the visual representation of the advertisement. It is vital for any business to have a unique selling point to ensure it is different from any other campaign and draws instant attention. Having Lego characters in a Lego world for an advert is unique and immediately rings alarm bells in peoples heads about Lego creating a media product despite the advert being on another business. This key message is very important because it may encourage the viewer to keep watching until they understand what the idea is behind each advert.

Approach

As explained as one of the key messages for this advertising campaign, the main method employed to gain attention is the visual image of the videos being Lego orientated. This clever technique was done to differentiate their collaborated adverts from anyone else, however also adds humour and a level of entertainment for the audience. Lego has never been presented on TV as an animated program, therefore by creating a series of adverts which show real situations in a Lego format, it attracts attention through both confusion and surprise.

(image from google)

Representation

The adverts represent many different sorts of Lego characters. As the characters within the adverts are not real people and its all animated fictional characters, there isn't an argument for any racial or sexism issues. However, to ensure there was no argument or conflict in terms of race, Lego created many different raced characters. It encourages people of all ethnicities and races to watch it, as they would identify the different raced Lego characters (for example, Vitruvius and Lenny Henry). In terms of violence, Lego show no signs of cruel acts and as it is a completely animated concept, there is no sign of anything unethical, such as indecency or hardcore violence.

In addition, due to the caricature nature of the advertisements, there is no conflict with social groups or individual people being mistreated. This has a positive effect on The Lego Company because there would be no criticisms or anger towards their movie. Eliminating any form of stereotypes makes the movie targeted at any person, increasing the size of the target audience. Furthermore, we can see that Lego have made certain there are no stereotypes by challenging some - Wyldstyle is a female character that protests the status quo of a regular female therefore it could act as empowering to females that see the advert or posters.

Campaign logistics

The Lego Movie was released on February 14th 2014 in the UK. This was the exact day of Valentines Day, which could suggest The Lego Company thought this was the perfect strategy in order to gain maximum sales on say of release. The story within The Lego Movie includes a love story of two Lego characters that fell in love, which adds to the reasoning behind releasing it on this day, and increases the likelihood of people wanting to watch it with their partner on Valentines Day.

In addition, at this time of the year, people just start to come out of hibernation from the Christmas break of staying inside. In February, people start getting back into their normal routines and may be more likely to go to see a movie in their free time.

Another reason behind why the campaign was released when it was is that the Baftas took place only two days after the release of the movie. Lego submitted their movie to the awards before they released the movie in the UK, as they released the movie in Turkey on January 1st. This helped them to win the Bafta award and increased the attention and awareness of the movie so it got more views as a result.
In addition, due to the Baftas being during the February time, there is a lot of talk about different films. This conversation coming up more often at this time of the year may encourage people to go to the cinema to watch a movie, but also may subconsciously go to the cinema as a result of all the talk.


Choice of media

The choice of media for this advertisement includes both an array of different collaborations to create television adverts, and different posters and billboards.
The television adverts were a great choice of media because they promoted two businesses (Lego, and who they partnered up with). This was an effective strategy because they used animated Lego characters and settings within the adverts to be unique and add both interest and humour to the clips. This gained mass interaction and gave everyone watching an insight into what the movie would be like.

The print based media was an effective choice of media, as it allows the audience to familiarise themselves with the characters and understand more about what The Lego Movie is about. There is an element of intertextuality. with the superheroes involved on the poster. This provides the audience with a point of recognition, which acts as a selling point for them. In addition, the colours are bright and attractive to engage young audience. Simplistic block colour is primarily used here which is again captivating for the targeted young audience. 


Call to action

Through the TV advertisements, there is a call to action on both the Lego Movie section (promoting solely the film), and on the promotional adverts collaborated with other companies (promoting the individual businesses). 

(screenshot from advert)

The image above shows a call to action for the British Heart Foundation, who did a Lego advert in partnership with The Lego Company. This is an effective marketing strategy due to the uniqueness of the Lego themed advert and the humorous call to action - "Not made of Lego?" This call to action only promoted The British Heart Foundation, therefore was only positive promotion for Lego through the theme of the advert - not the call to action.

(screenshot from advert)

The image above is shown at the very end of the series of adverts, where Lego present the actual advert for the movie. This is an effective call to action, as it sums up the whole three minutes of previous showing of Lego characters, and explains to the audience when they can watch the actual movie. 
The call to action here is the Facebook promotion, where the audience would be able to go on and receive more information on The Lego Movie, and would have the chance to book it. This call to action leads to a high social media following, therefore a powerful marketing and distribution channel for the future.

There is no call to action on the advertising poster. However, at the bottom of the display, it says "Assembling February 7th". Although this isn't a call to action, the plain words (based on Lego construction) is still vital information which may impact whether people go to the cinema to watch the movie or not.

Legal and ethical issues

One legal that The Lego Company and the businesses they are partnered up for the collaboration with the adverts is intellectual property rights. Lego have to grant these companies exclusive rights to use Legos creation for their adverts. If this permission is not given, the businesses who are using Lego themed adverts could get into trouble. This is not to Legos concern, as it is not their problem if the form is signed, however it could affect the ability to publish the adverts, which has a consequence to all the companies involved. 

An ethical issue is whether there is any violent or offensive language/behaviour. Due to the. characters being made of Lego, any violent behaviour wouldn't be of much offensive, however this is not used throughout the series of adverts anyway.

Although, there is one scene which could offend some people watching. Within the British Heart Foundation advert, the main character addresses the 'mouth to mouth' revival technique. He says "you only kiss your missus on the lips". This could seem polarising for both men and women who are gay, because it mentions what suggests to be 'normal' for only men and women to kiss. In. todays society with the growth in equality and different beliefs, this could arise problems with. both individuals and larger groups.

M1 (U20) - Evaluate different cross media advertising campaigns for consistency of message

Adidas - "I'm here to create" advert

(screenshots from Instagram, Facebook, Youtube)

Adidas keep a consistent message throughout their different channels, such as Facebook and Youtube. One of these effective messages is the featuring of Pogba, and the way that he specifically has made it to the top. This was an effective message, and because it was kept consistent, it gave the audience an insight of Pogba himself. It was impactful because the point of the message is that everyones. different, and just. because Pogba's made it to where he has, it doesn't mean you can do it the same way. By having one unique story consistently portrayed across the media platforms, it was able to demonstrate to people that they can make it at what they want to be in their own unique way.

As seen on the left, Adidas have kept a consistent message of Paul Pogba over many different platforms. These include Instagram (1st), Youtube (2nd) and Facebook (3rd). The array of different social media platforms that this message is portrayed on demonstrates Adidas' consistency and adds an element of trust and. understanding with the audience. This is a positive aspect of the consistency because it makes Adidas followers feel like they're getting to know Pogba on all the different platforms, therefore making them more inclined to purchase the shoes that he wears. If there were different players or a different style of campaign which eliminated this opportunity of seeing a consistent character, the followers of Adidas may not be able to make that connection and understanding with the advert.

Furthermore, the colour scheme of the adverts were also made very consistent. In nearly all of the posts that Adidas  presented, Pogba was seen in a Manchester United top. This red theme is kept consistent which gives people a strong understanding of what the team Pogba transferred to is, but also adds an aspect of familiarity with the audience to Pogba himself. This is important because Adidas want the audience to interact with the posts, and if they feel comfortable with the advert and recognise it whenever they see it due to the bold red on Pogba's tops, the people seeing may engage with it.

Although Adidas is already an extremely well known sportswear brand, it is still massively important to let people know who they are. An effective campaign always includes a logo, and due to the plethora of different social media pages and platforms this advert was posted on, it is vital to keep their consistent logo to tell people it is always them posting this. If they were to picture different logos or points of recognition, it may confuse people seeing it and put them off purchasing the product, as they may not believe it to be reliable or authentic. Adidas have made many changes to their logo overtime, therefore using the same consistent one is critical when posting the same advert on different platforms.

However, despite all of these consistent messages being really important, the message of the advert always has to be consistently illustrated throughout the different media platforms. Effectively, Adidas invariably depict the same message across these platforms. As seen on both their Youtube (left) and Instagram posts (right), Adidas have a key theme and message of "Never Follow". This is to tell people that they can't do what Pogba does, but they can do things in their own unique way which other people can't do.

Regulatory bodies

ASA - This is the Advertising Standards Authority, who are responsible for regulating UK media advertising. This is a combination of self-regulating for non broadcast advertising, and co-regulating for broadcast advertising. They have the ability to take down or ban different parties due to breaking rules of the ASA and they can even refer the broadcaster to OfCom, who can issue sanctions.
The ASA may be used in conjunction with this Adidas advert because they need to ensure that Adidas are not breaching any rules or regulations. They need to pass off the advert(s) for being suitable and therefore enabling Adidas to continue promoting their brand in these ways. If the advert breaches the set rules, they have the authority to tell Adidas to take down the advert, and if they don't, it could lead to large sanctions such as fines for Adidas.

OfCom - This is the Office of Communications, who are responsible for regulating communication services. They mainly ensure people are getting the best out of their broadband, home phones and mobile services, however they also keep a close watch on TV and Radio.
OfCom wouldn't have any impact in the Adidas social media adverts they posted. However, if there is a problem with them and the ASA feel Adidas breached conditions, they can get OfCom involved for more severe ramifications.

'The Lego Movie' advert

In order to have a successful advertising campaign, The Lego Company had to use consistent messaging throughout their cross media promotion. Children are their main target audience, therefore to avoid confusion, keeping messaging and images consistent throughout the different advertising will ensure they understand and will want to see the movie more.

Firstly, the fonts of the advertising were kept consistent throughout. The Lego Company used posters to advertise their movie, as well as other marketing techniques such as billboards, online posts and action figure packaging. Keeping the bold, lego shaped font the same for all these different cross media promotions increases the recognition of the brand and awareness that they are releasing a movie. This is important because The Lego Company want to maximise their sales and revenue for the movie, making it as successful as possible, also increasing their chances of winning a Bafta award. Lego are already a well renowned business, therefore the logo is extremely recognisable. This suggests that by keeping it consistent throughout their movie advertising, they are more likely to attract people to follow or buy tickets for the film.

As seen from these images, and pointed out with the white circles, Lego use this consistent font as their logo which overall aims to boost the likelihood of recognition for the brand and the movie.

The imagery from each piece of advertising is extremely consistent. The main character (Emmet) is showcased on every single media promotion. This is an effective strategy from Lego because it allows the viewer to become familiar with the main character and therefore be inclined to see what he does in the movie. By having a very regular main character as opposed to a more sophisticated one such as Batman, it allows the audience to really connect with them, proving to be a very compelling blueprint for the creation of all their cross media promotion.

In addition, within the online and video game advertising, the design is compact and full of a mix of bright and dark imagery. There are many different characters illustrated (including good and evil) which suggests there is a lot of action in the movie. Depicting this constantly in their marketing methods will interest young kids and become a focal point as to why they would like to watch the movie.

However, there is a lack of consistency within The Lego Company's cross media advertising. These four images show different Lego products which have created synergy within the first Lego movie - for example, creating a video game, and Lego figures. The lack of consistency is portrayed within the video game and Lego figures, where the actual Lego logo is used. However, on the billboard promoting the movie and the online promotion, the Lego logo is not shown. This could suggest the added products are included in Legos main range as opposed to just in the Lego movie sector of their product mix portfolio. This has a negative effect on The Lego Movie because it could cause confusion as to whether it is The Lego Company who released the movie, or someone who. has been given permission by them to do so.

In addition, there is no text or written message that is delineated within any of their cross media advertising. This implies The Lego Company want people to have their own unique interpretation of the movie through their imagery in the promotion. This is a great technique when targeting children because  they prefer more imagery to text, and it allows them to use their imagination. Keeping this consistent is important because if they had a message on one piece of advertising and not the others, it would lead to the audience becoming perplexed, and also a lack of importance for the message.

(screenshots from google)

                P1 (U24) - Describe the media products for an identified industry sector

Different media products within the advertising industry:

• Magazine advertising
• Video adverts
• Social media platforms (Instagram, Facebook, Twitter, Snapchat)
• Website pop-ups
• Billboards (static/interactive)
• Radio adverts
• Bus posters/bus stop posters (static/interactive)
• Taxi advert
• Tube adverts (billboards/interactive videos)
• TV adverts
• Pamphlets
• Leaflets
• Brochures
• Trailers
• Film poster ads
• Newspaper adverts
• Banners

How products are adapted across media platforms:

The advertising campaign that I will be discussing and evaluating is the Adidas 'I'm here to create' advert. This demonstrates a great way that the product has been adapted across different media platforms.

The Adidas advert is a walkthrough of Pogba's life, and how he made it to the top, therefore being a series of events in the lead up to his current situation. As it is completely revolved around Pogba, the product that was adapted into other media forms had to be of himself.

This is important because he is an influencer, and having him as the face of the advert leads to increased interest and awareness of the brand.

On the left, there are images of Adidas' instagram page, featuring the advert that Pogba starred in. These two images taken from the Instagram are examples of how Adidas converted a moving image in their video advert to a static image. encompassing all that the viewer needs to see. By having two very different images of Pogba, it portrays him both at work and enjoying himself in Adidas gear outside of football. This is a great was to remodel the Adidas advert, as it shows Pogba in different lights. In addition, one of the most important scenes within the advert is when Pogba was running with the ball and. then scored a goal. The first image on the left (from their Instagram) showcases this scene in a static image. The product has been adapted effectively in order for the audience to capture the advert as much as possible just through an image. By using Instagram and Facebook, the campaign specifically targets the target demographic of teenagers, as these are the platforms most commonly used by teenagers -especially Instagram.


However, on the right, there are images of both the Adidas Facebook page and Youtube channel, where they regularly post content regarding their recent activities. On these social media platforms, the video advertisement has not been converted into a static image, because Adidas have posted the video instead. This suggests only on some platforms is it suitable for Adidas to modify the advert into static images, as the target audiences respond differently to particular content.

(screenshots from Instagram, Facebook, Youtube)

How Adidas have created a brand across their different products and platforms:

An extremely important feature for Adidas in order to create their brand is by keeping their messages consistent throughout all their products on all their platforms. This is because recognition and awareness is one of the most important aspects when trying to create a brand.

The main way of creating a brand through keeping a consistent message is by having an unaltered brand identity. By keeping the logo consistent throughout all social media platforms and images shown, it leads to the audience gaining a recognition for the brand, and allows them to become familiar with the type of products they sell. This gives Adidas a competitive advantage over other sports wear brands, as people would unconsciously have heard and know of Adidas.

In addition, by keeping the celebrity endorser the same throughout the advertising campaign, it creates familiarity between Pogba and Adidas. This suggests every time someone sees Pogba in an advert, they will know it is Adidas, and when they see him playing football, they will know he is in Adidas gear. By having such a popular influencer as the celebrity endorser, it makes it easier for Adidas to create a brand, because more people follow him and want to buy what he has. 

Another way Adidas have cerated a brand is through the written element of their advertising campaign. Any opportunity to keep an aspect of their campaign consistent is a positive for Adidas because it leads to acknowledgement of the brand. At full length of this campaign, Adidas use the 'hashtag' - 'NeverFollow. This is a crucial call to action because it reminds people that when they hear that phrase it is Adidas. However, more importantly, it kickstarts a trend going, which becomes widespread to people all over the internet, acting as a call to action for people to buy something fro Adidas, which is why consistency of messaging is essential. 

How do Adidas engage different target audiences?

One of the best ways Adidas engage different target audiences is by posting on all different social media platforms, reaching out to the maximum number of people. This ensures Adidas gain a huge amount of exposure to different social and ethical groups, appealing to a plethora of different target audiences.

Through the #NeverFollow campaign, Adidas have engaged an array of different target audiences. By having Paul Pogba as the face of the advert, it initially targets anyone interested in football or the influencer himself. This is a huge and ever-growing target audience, which is enough to make the Adidas campaign successful. However, to broaden the target audience, not only does Pogba have an influence on people who enjoy playing football, for example young boys, but having him in the advert may have an impact on people who just follow him. Pogba is an influencer not just in the football world, but as an independent character, meaning anyone who looks up to him may now be within a new target audience of Adidas.