Campaign Analysis Dry July Foundation Brianna Black N9709894 PDF

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DRY JULY FOUNDATION ‘HANGOVER’ CAMPAIGN ANALYSIS AMB220 VIDEO PRESENTATION LINK: https://youtu.be/MIu43uhL2Rs

BRIANNA BLACK N9709894 Video Duration: 5 minutes

References Belch, G.E. (1951). Advertising: an integrated marketing communication perspective (3rd ed.). North Ryde, NSW: McGraw-Hill Education Pty Ltd. Dawson, A. (2017, June 15). Dry July turns a hangover into cancer in new campaign. Mumbrella. Retrieved from https://mumbrella.com.au/ Duncan, T. (2005). Principles of advertising and IMC (2nd ed.). Boston: McGraw-Hill/Irwin. Sawyer, A. G., & Howard, D. J. (1991). Effect of omitting conclusions in advertisements to involved and uninvolved audiences. Journal of Marketing Research, 467-74. Survey Monkey. (2012, October 12). Cancer charities: who donates and why [Web log post]. Retrieved from https://www.surveymonkey.com/blog/2012/12/10/cancer-case-study/ The Nielsen Company. (2014, October 12). The men, the myths, the legends: why millennial “dudes” might be more receptive to marketing than we thought. Nielsen. Retrieved from http://www.nielsen.com/us/en.html

Script Analysis of Strategic Approach Type of Message Used For this campaign, Dry July used a planned message through an advertisement. However, unplanned messages also appeared through articles analysing the ad, articles discussing the challenge itself, and social media voices. The Big Idea For this campaign, the big idea that has been created extends further than “surely you can give it up for four weeks”, instead tailoring itself more towards the target audience. It has done this through an extension and development of a big idea, into “they don’t have a choice, but you do.” The emotional chord this strikes with the viewer, particularly following the affective approach, creates a sense of guilt and obligation to complete Dry July for the sake of the diagnosed “friend” in the ad. Further, the big idea effectively meets the target audience as young, adult males don’t believe they can be affected by cancer and are unlikely to donate, unless someone close has been diagnosed. Message Strategy Statement This Dry July campaign’s message strategy statement is: For young adult men who have been affected by at least one hangover Who do not worry about life-threatening diseases, unless someone close to them has been affected by it, as they believe they are too young to be diagnosed. Dry July is a societal challenge that raises money and awareness for cancer support organisations That provides a community of fellow-competitors, whilst improving personal health and raising money to support cancer. Unlike the Australian Cancer Research Foundation, Cancer Council Australia, and

CanTeen, The Dry July Foundation alternatively focuses on creating a community-supported challenge to raise funds for cancer research and patient support.

Message Strategy Used Therefore, the message strategy is a combination of resonance and affective. The ad begins with resonance as hangovers cured with a greasy breakfast strikes a chord with the audience, as most young adult males are victims to at least one hangover during their life (source). However, with the reveal, the affective message strategy begins, through the emotional connection with viewers. After the true setting is revealed, the viewers are made to feel sympathy and guilt from laughing at the original situation and the emotional connection is furthered through the friend’s clear concern. The Dry July Foundation have successfully used these message strategies to remind young males that cancer can affect their demographic.

Consumer Insight Dry July’s ad taps into the consumer insight as it normalises the situation, making it appear as hangover, until the real situation is revealed. This ad has been made relevant to the consumer insight by casting the two actors as young adult males, to highlight that young adult, males can be affected by cancer.

Campaign Success Evaluation: With an assumed objective based around increasing Dry July signups, an evaluation plan focusing primarily on data-based testing, is required. 1. Concept testing will be completed prior to the final development to allow insight into the target demographic’s preferences, measuring how persuasive each concept is in increasing sign ups. This provides opportunity for campaign adjustment, according to feedback. 2. On-air television pre-testing allows Dry July to collect data on the number of new signups within three weeks. Enabling opportunity for media strategy adjustment, or minor strategic and creative approach adjustments, according to feedback. 3. Post-campaign evaluation is an effective approach as data can also be collected to analyse the success of the objectives. This will be completed three weeks after release, to ensure sufficient campaign run-time, thus it it measurable against pre-testing, as they are recorded for the same length of time.

Recommendation 1: Conclusion Drawing Moreover, since this is such a high involvement decision, it is recommended that a conclusion is not drawn, instead, leaving the ad open-ended. One study even suggests that open-ended ads performed better than closed-ended ads, for involved audiences.

Analysis of Creative Strategy Appeal: This ad uses emotional and humour appeals. Emotional appeal is used as it relates to the viewer’s psychological needs that are fulfilled when fundraising through Dry July. Most often, a person’s feelings about a brand affects the decision more than its product or service features. Thus, the ad aims to gain the audience’s attention and connect with them, rather than simply providing information. The humour appeal is minimal due to the overall serious tone of the ad. However, it’s initially used to make light of the well-known situation that resonates with the target audience. Not only are humorous ads the most memorable, they also successfully attract and hold consumers’ attention. By using this appeal, the viewer’s mood improves, along with their opinion towards the Dry July ad and challenge. The emotional appeal is required to connect with the target audience, as they don’t believe they can be affected by cancer. Due to this, the humour appeal is effective in gaining the target audience’s attention. If a Dry July specific message appeared at the start, the target audience would likely lose attention and concern. However, through the resonating, humorous scenario, their attention is captured, ensuring they are still focused on the ad when the twist is revealed.

Tone of the Advertisement and the Creative Techniques Used: The tone of this campaign is cheerful to begin with and then turns serious and sombre, set by the jokes at the beginning, the dreary setting, a blue hue over the footage, the unkept appearance of the patient, and the long pauses in the second half of the ad.

Recommendation 2: However, a concern for humorous ads is ‘wearout’, as the ad can lose effectiveness if seen or heard repeatedly. This is particularly important for an ad with a significant twist such as this. Thus, it’s recommended to create variations on the humour element to prevent ‘wearout’ occurring.

Analysis of Media Strategy 1. Provide an overview of the media used in the campaign (to your best ability). According to Mumbrella, this campaign’s media includes: - Television which allows for selectivity and high coverage, however is costly and filled with clutter, - Digital (including social) – which has high reach, low costs and real-time response metrics, but high complexity and potential creative ‘wear-out’, - Radio – that is cost effective however has limited creativity and listener attention, And - Out-of-home with wide coverage and geographic flexibility, but ‘waste’ coverage, limited message opportunities and potential ‘wearout’.

Advantages and Disadvantages of the Media Used: Television: Advantages - Creativity & impact - Coverage & cost-effectiveness - Captivity & attention - Selectivity & flexibility

Digital (including social): Advantages - Achievement of multiple objectives: reach, engagement & transaction - Diversity - Addressability - Interactivity - Mobility - Real-time response metrics - Relatively low product costs Radio: Advantages - Cost & efficiency - Selectivity - Flexibility - Mental imagery - IMC opportunities

Disadvantages - Costs - Lack of selectivity - Fleeting message - Clutter - Limited viewer attention - Distrust & negative evaluation

Disadvantages - Complexity -

Various measurement methods Data intensity requiring constant analysis Adjacency Creative wear-out Clutter in some formats

Disadvantages - Creative limitations - Fragmentation - Dispersed buying procedures - Research data - Limited listener attention - Clutter

Out-of-Home & Ambient: Advantages - Wide coverage of local markets - Frequency - Geographic flexibility - Creativity - Ability to create awareness - Efficiency - Effectiveness - Timeliness

Disadvantages - Waste coverage - Limited message capabilities - Wearout - Image problems

Discuss whether you believe they have used the appropriate media channels to reach the target audience? This campaign chose appropriate media channels to reach the target audience. Young, adult males are the biggest digital and social advertising consumers, with 70% engaged in social networking. Additionally, they consume a significant amount of traditional television, estimated at twenty hours per week. Radio is also a successful choice as 88% of the target audience listen for an average of 12 hours each week. And due to the geographic flexibility of out-of-home advertising, the ad can be placed in an area with a high concentration of young, adult males.

Recommendation 3: The advertisement received significant marketing on TV and YouTube, however this was inconsistent across the campaign, particularly on Instagram where it was non-existent. As exemplified through the consistency triangle, through a consistent and integrated marketing campaign, brand trust and recognition increases. Thus, a recommendation of increasing this campaign’s marketing integration (particularly on social media) would effectively increase reach due to the target audience’s high social media use and overall campaign consistency improvement....