P1: Describe an existing media advertising campaign
This is a breakdown of B&Q's Build A Life advertisement campaign where I will go through the main sections of the campaign.
Aims and Objectives - B&Q's Build A Life Campaign was mainly to raise awareness about the company and make it easier to recognise it when next to larger competitors like its products that it offers for sale. This was done through an attempt to make people think that they themselves can do home renovations rather than paying someone for it.
Target Audience - The Build A Life Advertising Campaign was aimed at Aspirers and Main Streamers who are in their late 20s to late 30s. These Psychometrics fit because people who are planning on change has to aspire to change in some form of way and main streamers like big brands and since B&Q is advertising a lot this may appeal to them a reason for the age group would be because this is around the average that people start to buy their own homes. The main reason why this is the target audience is because when people buy their homes they would want to do things like renovate and redecorate so it makes the most sense for B&Q to target this audience as they would want to buy things like paint, equipment etc. and these are all things B&Q sell.
Key Messages - The main message of the build a life campaign was that you yourself can do it, this is expertly done through the slogan "You don't buy a life, You build one" Because it made people want to go out and buy things to do things like home renovation
Approach - B&Q's approach to the advertising for the build a life campaign was creative as it seemed to have targeted a adults who was ready to either renovate their home or people who was moving into a home as it was portrayed as things which people planning to do these things would need such as paint, Spirit Bubbles, Tape measures, Hammers etc. Further more B&Q was talking about creating a life while covid-19 was in effect so this could have made people want to buy from them more as it sought them wanting an escape from being bored watching TV all day and give them something creative to do.
Here B&Q's approach to the advertising and marketing for the build a life campaign would be more primarily focused on marketing through making people feel nostalgic and then want to experience more of the nostalgia and they do this by using their video advertisement to show vintage looking clips of family's doing things together and this could cause parents or grandparents to want to do this again.
Representation - B&Q is straight forward with their build a life advertising campaign as it doesn't have any deceitful meaning or messages behind the advertising it is put simply if you want something come buy and build it. This advertising message is clear and simple but it may have some people confused as they may think it is trying to advertising a better life for them.
B&Q also mostly features white families in the advertising but there being a couple of people to represent ethnical communities which also shows us that B&Q isn't specifically advertising to a certain ethical group.
Campaign Logistics - The campaign ran from late September 2020 to late 2020 in the peak covid outbreak which was a bold choice as at this time a lot of companies was struggling as there was little people who was buying from stores so launching an ad campaign in a global crisis which sought out that little amounts of customers was buying things.
Choice Of Media - The Advertising campaign ran over many bodies some being over tv, social media, billboards, posters, and more. The reason for the broad range of advertising sectors would be so the advertising campaign has the highest chance if reaching potential customers.
Call To Action - B&Q want customers to think that they need to build something so that they will go to B&Q and buy their products, the advertising campaign also makes building seem fun and something they can bond with people over so it may make people want to buy from them to bond with people.
Legal And Ethical Issues - Within the build a life advertising campaign there isn't any ill representation of different races and all are portrayed in similar senses with non really standing out as appearing to target a certain ethnicity in a negative light.
Regulatory Bodies - The build a life campaign was misleading as it is claiming that if you want something you should build it, it isn't offensive as it doesn't say that some cant have this happy life nor dose it not include a variety of ethnic groups as it includes many in its advertisement, the ad would've been viewed by ASA and then deemed suitable for the public to be released.
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