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campaignclever-blog · 6 years

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Deciphering the Code

“Promotion, also referred to as marketing communications, is the process of an organisation communicating information about their brand and products to the marketplace”.

This process includes the company or business creating a message, generally a campaign for a new product or service and sending it to consumers. It’s extremely unlikely the company will just plainly state exactly what they want to happen. For example, it’s rare to see an advertisement on television with someone reading straight from a script, stating what the product is and that the company wants ‘x’ amount of people to purchase it. It is just not appealing.

Marketing teams are formed to bring life and entertainment to advertising therefore persuading consumers in a creative way. This process of Integrated Marketing Communication is known as encoding and decoding.

‘Little Carnival’ the newest social campaign by Carnival Cruise Line is a great example of how a message can be portrayed to an audience without spoken script or text. The companies main goal was to communicate to the audience that they offered a fun, family friendly experience.

Throughout the video information is communicated to the audience in a symbolic form.

Musical Encoding: Musical encoding was used in the beginning of the film to make the viewer feel curiosity and interest. Silencing the music was symbolic as the change is tone demonstrated a change in picture, throwing the viewers opinion of what they thought the advertisement was going to display to what it resulted in.

Verbal Encoding: Although no words were spoken the faint sound of laughter and delight was important to impacting the viewers emotional appeal. As happiness is contagious even the sound of enjoyment can impact the emotions of others, resulting in a need to go where happiness is offered.

Graphic Encoding: The pint-sized boat itself keeps the whole campaigns message afloat. By designing the boat with ‘Whale Tail Funnel’ and ‘Green Thunder’ waterslide the company surprises viewers with their attention to detail. This perfect representation of the actual product offered is an excellent way of telling people what the experience will include without speaking the words. Consumers are more likely to remember something they see rather then hear.

Taking it Global

As the approach is simple enough to understand without script or dialog it would be fairly easy to integrate this campaign into other countries. Using the same basic method of taking the boat into the community and interacting with a target market would create the same success that it has in Australia. The company would need to research cultural differences, however feeling enjoyment is not illegal in majority of places forming the foundation for a global campaign.

Targeting

Carnival Cruise Line used this campaign to target a large audience. Encouraging fun for the whole family yet displaying many interactions in the video including singles, business people, couples, multicultural backgrounds and a mix of age groups.

Throughout the campaign the company used a marketing mix of advertising, social media marketing, direct marketing and sales promotion. By appealing to emotion, the campaign was able to approach new audiences. Presenting a seemingly basic concept of riding around a city giving out balloons and mixing with the public, the company slipped in encoding to enhance their message. By planning and producing a film that creatively portrays a message companies can better communicate with consumers.

References:

Carnival Cruise Line. (2018, June 1). Little Carnival, Australians newest and smallest Ship Unveiled. Retrieved from https://www.carnivalaustralia.com/media-releases/2018/june/little-carnival,-australias-newest-and-smallest-ship-unveiled.aspx

CarnivalOz. (2018, June 12). Little Carnival, Australia's Newest and Smallest Ship [Video File]. Retrieved from https://www.youtube.com/watch?v=mdjb0Ce3TlM

Chaffey, D. & Smith, P,R. (2017). Digital Marketing Excellence (5). Milton Park, Abingdon, Oxon: Routledge

Fripp, G. (2017). The Communications Process, Encoding and Decoding. Marketing Study Guide. Retrieved from http://www.marketingstudyguide.com/communications-process-encoding-decoding/

Laureates International Universities. (2016). Communications Theory and the changing Communications Environment [Lecture Notes]. Retrieved from https://laureate-au.blackboard.com/webapps/blackboard/execute/displayLearningUnit?course_id=_61982_1&content_id=_6518264_1&framesetWrapped=true

Murdock, G. (2017). Encoding and Decoding. The International Encyclopedia of Media Effects. Loughborough University, UK; John Wiley & Sons, Inc.

Waters, L. (2015). Why Happiness is Contagious. World Economic Forum. Retrieved from https://www.weforum.org/agenda/2015/10/why-happiness-is-contagious/

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campaignclever-blog · 6 years

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One Campaign - Multiple Marketing Measures

We are all about multiple apps, seeing things on so many different forums whether that be photos, blogs posts, personal messages or videos. However, does seeing the exact same video, photos or message on all our devices help us remember it, or encourage us to ignore it?

Digital marketing is quickly taking over older traditional forms of marketing such as billboards, radio and print commercials.

‘Digital Marketing Excellent’, a book by Chaffey. D & Smith. P.R, describes how there are only a few businesses that do not have multiply online forums with which they communicate with consumers. It is almost critical in order for a business to compete with its competition to be up to date with social media sites and online mediums. These include but are not limited to

Facebook

Instragram

Google

Youtube Advertisements

LinkedIn Advertisements

Websites

With so many places available for advertising it becomes difficult to provide adequate content. There are both pros and cons to posting the same advertisement on all online forums.

Cons:

-Less interest in campaign

-More prone to skipping the advertisement

-A post on one forum might work perfectly like a video on Youtube but lose its message/ be cut short on a different forum such as Instagram.

-over repetition leads to ad wear out

Pros:

-Repetition changes peoples minds

-Easier and faster for businesses

-Less time sourcing content

-Cheaper for businesses

When looking at Carnival Cruise Lines latest campaign ‘Little Carnival’ they have presented the campaign online through only video advertisement. The campaign’s video goes for 48 seconds and has been posted on their Facebook, can be found on Youtube and when typed into google produces links for travel and information sites.

Unlike some popular advertisements the ‘Little Carnival’ campaign has under 2000 views on Youtube. This may be a result of consumers being exposed to it more often therefore not enjoying it enough to go search for a second view. The company’s Instagram shows no evidence of the campaign, therefore a whole market of people is going unnoticed.

Marketers must modify their approach to cater to the specific environment and behaviours of different social networks. In this way they can appeal to a broader audience.

There is the chance that Carnival is aware of this marketing approach and is instead attempting to appeal to the audience through repetition and familiarisation rather than creative difference. If we are exposed to the same message again and again, it becomes more familiar. Creating a higher possibility of the consumer going back to this product or service rather than something only heard of once.

According to studies it takes between three to five times for a message to move from being familiar to becoming over exposed.

Therefore, to achieve success using just one video for marketing on all online mediums Carnival Cruise Line must only run the advertising video for a limited time before creating another. This way the audience will be aware of the campaign without tiring of it. The addition of a new video continuing the same message targets consumer emotional drives as attachment is formed as the advertisement become native, almost a story line rather than marketing material.

Reference:

AdNews. (2018, June). Carnival Cruise Line takes 'pint-sized' approach to latest campaign. Retrieved from http://www.adnews.com.au/campaigns/carnival-cruise-line-takes-pint-sized-approach-to-latest-campaign#m1OdHUMGO0PS1MBR.99

Berman, B. & Thelen,S. (2004) "A guide to developing and managing a well‐integrated multi‐channel retail strategy", International Journal of Retail & Distribution Management, Vol. 32 Issue: 3, pp.147-156, https://doi.org/10.1108/09590550410524939

Carnival Cruise Line. (2018). Carnival. Instagram. Retrieved from https://www.instagram.com/carnival/?hl=en

Chaffey, D. & Smith, P,R. (2017). Digital Marketing Excellence (5). Milton Park, Abingdon, Oxon: Routledge

CoSchedule. (2018). The Marketing Statistics you need to Know. Retreived from https://coschedule.com/marketing-statistics

Laureates International Universities. (2016). Introduction to Marketing Communications [Lecture Notes]. Retrieved from https://laureate-au.blackboard.com/webapps/blackboard/execute/displayLearningUnit?course_id=_61982_1&content_id=_6518244_1&framesetWrapped=true

LDN Team. (2016).The Science of Marketing: How The Power Of Repetition Can Influence Your Customers. Local Direct Network. Retrieved from

https://ldn.net.au/blog/2016/october-2016/the-power-of-repetition

#uni #unilife #justdoingmyuni #howaboutsomeuni

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campaignclever-blog · 6 years

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A Little Campaign with Big Results

It’s not everyday that big companies make ‘little’ marketing campaigns, however that is just what Carnival Cruise Line has done.

youtube

In preparation for the new Carnival Splendor Cruise Ship, Carnival Cruise Line has launched the ‘Little Carnival’ Campaign. Announced to be arriving in December 2019 the boat will call Sydney home sending Carnival Spirit to Brisbane to be home-ported.

In the meantime, this cleverly created campaign introduces Australia to a purpose-built pint-sized version of the real cruise ship. The social campaign via Red Engine SCC aims to target new audiences and promote fun and enjoyment for the whole family.

The 48 second video advertisement presents the audience with a captain sailing the miniature cruise boat around the streets of Sydney handing out balloons, surprising people and generally just having a jolly good time. Red Engine SCC played to Carnival Cruise Line strength, their fun! Positioning the brand as being distinct in advertising from other competitors and sharing the brands unique difference in experience by targeting the audience’s expectations of entertainment.

Audience Appeal

The campaign without a doubt is able to claim creativity however the real question stands, how much does it actually appeal to audiences?

Red Engine SCC launched the campaign in the middle of Australian winter. Although marketing a cruise boat, where people spend their days in bikinis, does not seem logical in the winter season it is actually a strategic move. Sonja Radas and Steven M. Shugan, authors of ‘Seasonal Marketing and Timing New Product Introductions’ discuss the benefits of marketing holidays in the winter time. The promise of sunshine, warmth and relaxation are more appealing to consumers when they are cold, rugged up and at work, therefore more easily persuaded.

The campaign presents a one-sided message. Not comparing themselves to other competitors or offering something better they are simply stating the benefits of their own products. In addition to the advertising videos the campaign physically interacts with the community as the pint-sized version will make appearances at large social events across Australia.

Key Message

The message is communicated simply with unmistakable clarity. Throughout the video the Carnival name is sighted numerous times. Being a small version of the actual carnival boats the advertisement is undoubtedly hard to mistake for many other companies. Limiting text and writing, the video simply shows the product in a creative way and leaves the consumer to take what they want from it. Promising consumer benefit the campaigns use of social interaction inflicts on consumers emotions as they laugh, giggle, physically shake hands and hold a balloon. This action sequence creates brand awareness for Carnival. Although simple, encoded into the video is a promise of brand security and quality customer service through the effort of personal interaction. Carnival is all about providing a fun and memorable holiday which they are communicating to the consumer by presenting a fun and memorable advertisement. The campaign exhibits craftsmanship through both the physical design of prop and editing of shots.

Using the communication model and marketing tools Carnival Cruise Line’s ‘Little Carnival’ campaign focuses on creatively grabbing audience attention. Communicating their message primarily through video and social attendance at events will also increase brand awareness. Although marketed as a “little” campaign has the potential to be one of the most successful of 2018 through its ability to target audience emotion.

References:

Chaffey, D. & Smith, P,R. (2017). Digital Marketing Excellence (5). Milton Park, Abingdon, Oxon: Routledge

Radas, S. & Shungan, S,M. (1998). Seasonal Marketing and Timing New Product Introductions. Journal of Marketing Research, 35(3).

Ricki. (2018, June 26). Little Ship creates big wave of fun in Carnival Cruise Line’s new campaign via Red Engine SCC. Campaign Brief. Retrieved from http://www.campaignbrief.com/2018/06/little-ship-creates-big-wave-o.html

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