Creative Copywriting's Assignment 01
25/08/2020 - 22/11/2020
(Week 02 - Week 13)
Fong Ee Xuan (0332842)
Creative Copywriting
Assignment 01
Week 01
(Week 02 - Week 13)
Fong Ee Xuan (0332842)
Creative Copywriting
Assignment 01
ASSESSMENT
Week 01
25/08/2020 - 30/08/2020
Smell Like a Man, Man
Old Spice. (2010, February). Old Spice | The Man Your Man Could Smell Like [Video]. YouTube.https://www.youtube.com/watch?time_continue=32&v=owGykVbfgUE&feature=emb_title
Reflection / Options:
It is a television advertising campaign in the United States which was created by ads agency Wieden + Kennedy for Old Spice which launched in February 2010. The campaign is commonly referred to as “The Man Your Man Could Smell Like”, the campaign's initial 30-second commercial. In this advertising video, the actor addresses the viewer in confident and rapid-fire monologues which promote the benefit of using Old Spice products. Besides that, the campaign targets female viewers, even though the product's target market being male, as the company determined that women frequently are the one who make purchasing decisions in respect of hygiene products even for male household members. In the Old Spice campaign, I learned that we have kept the messaging true to the brand’s voice and image while the campaign is gaining momentum with the fans and followers.
My Personal Take of the Ad:
Headline:
Your Man, Smell like a Man.
Body Copy:
“Stop using lady scented body wash and switch it to Old Spice, you could like me, a Man.”
“Anything is possible when your man smells like me, a Man.”
“Anything is possible when your man smells like me, a Man.”
Call-to-action:
Not Man Enough? Used Old Spice.
Headline:
“Next time you will use DHL”
Anonymous. (2016, April). DHL Paper Advertisement [Blog post]. Retrieved from http://marketingbloghy.blogspot.com/2016/04/dhl-paper-advertisement.html
Reflection / Options:
DHL are famous in advertisement as they always used funny and smart ways to show their brand. Hence, DHL have successfully conveyed their message emphasizing their point of difference in a humorous way. This Advertisement is created by Jung von Matt and Berlin. It is just a simple advertisement but it has some message behind it. The message behind the broken pottery is to say that DHL delivers safely and it won’t break your pottery like it showed when it arrived at your house so that you should start using DHL as your delivery services choice.
My Personal Take of the Ad:
Headline:
“DHL should be your next.”
Body Copy:
DHL will never break your “heart”.
Call-to-action:
Week 04
08/09/2020 - 13/09/2020
Smith, L. (2020, March). 21 Off-the-Charts Impressive Copywriting Examples. WordSteam [Web log post]. Retrieved from https://www.wordstream.com/blog/ws/2019/09/03/copywriting-examples
Reflection / Options:
This advertisement from Kentucky Fried Chicken UK apologized to the public due to they closing down nearly hundreds of stores because of storage of chicken on 2018 in the United Kingdom. From this advertisement, we can see that they purposely wrote the three letters which are “FCK”. It is actually the word of KFC but they arranged it into it. It was quite successful as the brand took responsibility, apologized for their situation and laughed at itself at the same time. Not only that, the KFC’s copywriters salvaged the brand’s reputation in one go with edgy, witty and a very audience-appropriate response that generated a huge amount of goodwill and positive publicity. In this advertisement, I realised that the visuals they used are suitable for their body copy as well because they show an empty KFC Bowl which represents KFC and they ran out of chicken and they feel sorry for consumers.
My Personal Take of the Ad:
Headline:
We, FCK are Sorry.
Body Copy:
“A Fried Chicken Store without any chicken? It is too bad for everyone. We owe a huge apology to our customers that are craving for Kentucky Fried Chicken but found out we were closed. Meanwhile we have to thank our KFC team member and franchise partner for working tirelessly to solve the situation. We are now making a promise to our customers that every day will have more and more fresh chicken being delivered to our store. Thank you for always being with us.”
Call-to-action:
“To get more information about your local store, you can visit kfc.co.uk/crossed-the-road.”
Week 05
15/09/2020 - 20/09/2020
Headline:
“Your Child Imagination Is Important Just Like Food!”
Your child imagination is important just like food! – Legoland Advertising. (n.d.). Retrieved from: https://varietats2010.com/2018/04/21/your-child-imagination-is-important-just-like-food-legoland-advertising/
Reflection / Options:
This advertisement is created by Abdelkader Driss (creative director), Patrick Souleman (art director) and Ihssan Ali (copywriter) from Legoland advertisement. It is using a simple sentence “ Your child imagination is important just like food!” to describe the importance of the child’s imagination. I personally think that this advertisement is creative as the visuals they use are a real pizza dough and few legos which represent the pepperoni which attracts the audience to get interested in it. Besides that, I think that it's effective as the children nowadays should only worry if they are eating their favourite food or if they have enough time to play with all their toys and the parent should let them explore their creativity through LEGO.
My Personal Take of the Ad:
Headline:
"Imagination of kids is always important, just like the food!”
Body Copy:
LEGO, always explore your child’s imagination.
Call-to-action:
Let your child find their creativity in LEGO.
Week 06
22/09/2020 - 27/09/2020
Headline:
12.0 PROTEIN BAR
Burns, R. (2019). 10 Memorable Copywriting Examples (and Why They Convert). [online] ActiveCampaign. Retrieved from: https://www.activecampaign.com/blog/copywriting-examples
Reflection / Options:
RXBar is actually a protein bar that is made from simple and real food ingredients. RXBar contains no artificial flavours, added sugar, gluten or even filters. With RXBar, the consumers know exactly what they are getting because the packaging itself already lists down what the ingredients are for that protein bar just like their brand values - transparency and simplicity. It also gives consumers understanding of the company’s values as well which is no B.S and honesty. The packaging is RXBar collaboration with a design company named Scott & Victor. They design everything from logo, colour palette, icon development to packaging design. RXBar uses the protein bar’s features which are their ingredients to connect with their consumer’s motivation. Jen Havice said that “Motivation comes from within and drives action. It’s not something you can manufacture with your copy. Instead, the best your copy can do is tap into what’s driving your customers and connect their motivation with your solution.” and I agree with it. I personally think the packaging of RXBard is simple and nice because it is straight to the protein bar features and they have the significant icon for each flavour of protein bar, and the important thing is it really doesn’t have B.S.
My Personal Take of the Ad:
Headline:
Do you know what you are getting? 12.0 Protein Bar.
Body Copy:
List down the ingredients like what they have done recently.
Call-to-action:
No B.S? Get RXBar.
Week 07
29/09/2020 - 04/10/2020
Headline:
“Switch off your lights to help reduce global warming.”
Benitez, C. (2016). Awesome Direct Mail Marketing Ideas to Jumpstart Your Business. PrintRunner. Retrieved from: https://www.printrunner.com/blog/direct-mail-marketing-ideas/
Reflection / Options:
This candle box designed by Leo Burnett Manila for the World Wildlife Fund holds Earth Hour as a show of solidarity for the future of the planet. The concept of this candle box is to encourage individuals, companies, organizations, large businesses, communities, basically everyone on the earth to turn off their light for one hour. The design of this candle box is to match the buildings as they created yellow candles in a black box. The yellow candles emulate the room light and when it is removed from the box, it would look like the lights were switched off. I personally think it is a very creative direct mail package as it is easy for customers to understand their concept. I quite like it kind of design because of their design ideas and the concept of the candle box which supports our nature.
My Personal Take of the Ad:
Headline:
Let’s show our unity for the future of our planet.
Body Copy:
Turn off the light for just one hours to reduce global warming.
Call-to-action:
Protect our planet by using this candle.
Week 08
06/10/2020 - 11/10/2020
Headline:
WING O’CLOCK’
gatewayklia2. (2018, December 26). 4 Fingers Crispy Chicken Promotion. https://www.facebook.com/gatewayklia2/ . [Facebook Update]. Retrieved from https://www.facebook.com/gatewayklia2/photos/a.1218193995022063/1232032890304840/
Reflection / Options:
This is a leaflet from 4 Fingers Crispy Chicken and they are having a promotion where you get 2 free wings when you purchase a combo of their meals. The type of the leaflets is Sales leaflets which contain a call to action. Besides that, in this leaflet, 4 Fingers included the promotion hours and terms and conditions. They used a big headline “WING O’CLOCK” which really attracts me and I think the headline they used is creative as well. Even though they just have few information about it, I personally think it is enough because it already lets the customers know their special offers.
My Personal Take of the Ad:
Headline:
“It’s Wings Time!”
Body Copy:
“Come quickly to get your 2 free wings from 3-5PM daily. What are you waiting for? you definitely will regret it if you miss it!
Call-to-action:
“Wing O’Clock at 4 Fingers.”
Week 09
13/10/2020 - 18/10/2020
Headline:
“Out-of-this-world convenience.”
Zajur, A. (2020). Famous Visitors | Super Bowl Extended Cut (2020 Walmart Commercial). [video]. YouTube. https://www.youtube.com/watch?v=ls3PBZgtG2o
Reflection / Options:
This video commercial is launched in 2019 by Walmart and product approach strategies are used. Walmart is airing this video commercial during the Big Game with the help of some familiar visitors which are from well-known TV shows and movies such as Mars Attacks, Men in Black, Guardian of the Galaxy andThe LEGO Movie. It shows that their creative transportation methods together for their first time touch down on Earth to conveniently pick up everything they need at Walmart. I think that Walmart used a very good way to show their out-of-this-world convenience of their pickup service and these ads reminded audiences that their pickup service can reinvent the audience's shopping experience at Walmart and they can add much-needed time back into their day.
My Personal Take of the Ad:
Headline:
“No matter where you are.”
Call-to-action:
“Free pick up on everything you need at Walmart @ Pickup”
Week 10
20/10/2020 - 25/10/2020
Headline:
“happy hour”
Enginemailer. (n.d.). 11 Best Email Marketing Examples in 2020. Retrieved from: https://www.enginemailer.com/blog/email-marketing-examples
Reflection / Options:
This is an email advertisement that was sent from Starbucks Malaysia. This advertisement is about a promotion that they are offering in Starbucks on 3 May 2020. Starbucks knows that giving out some offering on their popular items is what their customers would love. In this email advertisement, they used a bold typeface to highlight their important words such as “happy hour” and “50% off” as their main point and it is quite eye catching for me. They not only provided the information of the offering they have, they also showcase the tempting pictures of the beverages from their menu. Most of the information is listed such as what beverages they can have the offers, size of it and when the promotion starts. Besides that they also have a call-to-action which is the “A perfect match” to lead customers to view their menu on their websites. I personally think this email advertisement is short yet clear enough.
My Personal Take of the Ad:
Headline:
“It’s Happy Hour!”
Body Copy:
“Thursday? Thirst-day! We got 50% off on Frappuccino Blended Beverage on Thursday!”
Call-to-action:
“Match us up”
Week 11
27/10/2020 - 01/11/2020
Headline:
“Rain Changes Everything. Please Drive To THe Conditions.”
Tom. (2011). 33 Clever and Creative Billboard Ads. Bored Panda [Website]. Retrieved from: https://www.boredpanda.com/creative-billboard-ads/?utm_source=google&utm_medium=organic&utm_campaign=organic
Reflection / Options:
This billboard was created by a copywriter named Nick Worthington and located in Papakura, New Zealand during the Easter period to promote a safe driving campaign. This is because in Papakura for the previous year, a lot of fatal accidents had occurred especially in raining driving conditions. The board features a young boy’s face and when it is raining, the blood will come out from the boy’s face. The campaign used a young boy to create the maximum impact. They also used the shock and fear factor to deliver the messages of danger when driving in rain to the audience and hope they will drive safely. The reason they use this kind of factor is because they found out that shocking content will increase more attention and have a greater impact on memory which I agreed with. If I'm the one who is driving and I saw this billboard, I will straight up force myself to be more focused on driving to avoid accidents. I personally think this billboard is eye-catching and simple even though it could be seen as disturbing and upsetting, but it does help save people’s lives.
My Personal Take of the Ad:
Headline:
“You Won’t Know How Rain Will Change Things.”
Call-to-action:
“By Papakura District Council”
Week 12
03/11/2020 - 08/11/2020
Headline:
“That child could be the next Beckham”
NitezAld. (n.d.). Adidas - Institutional Ad. Deviant Art [website]. Retrieved from: https://www.deviantart.com/niteraid/art/Adidas-Institutional-Ad-172906753
Reflection / Options:
This is an institutional advertising by one of the world’s leading sports brands, Adidas. Adidas started a campaign to donate 10% of their sales proceeds to the poor orphans of Africa. This institutional advertising portrays Adidas as a generous and caring company which will further appeal to the audience that buys their products. Besides that, the audience will be more motivated to buy their product as they know they will contribute to the institution. Meanwhile, audiences that are not “Adidas” fans will also be motivated to buy Adidas products in order to help the company in its mission. From here, I understand that Institutional advertising is important to most of the companies that want to have a good image to access a different target audience by responding to their social concerns. This is because it will boost their sales revenue as they reach out to a social institution yet it can improve the brand image and populate them as they generate good intentions.
My Personal Take of the Ad:
Headline:
“He could be the next Jordan”
Body Copy:
“10% profits from us will go to the South African Charity Union.”
Call-to-action:
“Your something means everything in Adidas.”
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