Marketing Campaign Analysis: Outdoor Ads

1.- Without Teachers

By Teacher Appreciation Week (2017)

https://aef.com/ad-campaigns/without-teachers/

This outdoor ad was displayed during Teacher Appreciation Week in 2017. It is a simple ad thanking teachers for their work. Its appeal technique is humor by deliberately misspelling the word “dumb,” in the statement “Without teachers, we would all be dum.”    

The ad’s objective is simply to show appreciation to teachers. The ad is part of a public service campaign and it lacks mechanisms for accountability or measuring its reach.  Such characteristics are traditionally associated with sales advertisements.

In terms of target market, the ad specifically congratulates teachers. However, other individuals reading the advertisement might be compelled to reach out to their teachers and thank them for their work or impact on their lives.

Since everyone has benefitted from teachers and their work, the value proposition offered by this ad is to show respect and appreciation to teachers who have influenced our lives.

Author’s Side Note:

This was an extremely moving advertisement and had a special meaning for me. My mother was an elementary school teacher for almost 40 years. She passed away two years ago and worked as a teacher until just a few days before passing. Her very last words were, “Ok kids, we are all done here. Please close your notebooks…” During the funeral, numerous unknown individuals showed up to pay their respects. They shared many stories of the impact my mother had on their lives as a teacher and community leader. It was truly moving to see so much love and appreciation for someone so special to me. I have pondered at length about those teachers that changed my own life. I would encourage everyone to do the same. Teachers play a significant role in our society and deserve recognition for their hard work!

2.- The Calendar

By Ethos Travel (2017)

https://aef.com/ad-campaigns/the-calendar/

This ad by travel agency Ethos Travel features a series of extremely saturated calendars. Each version of this ad has a hidden message spelled out using the appointment blocks. The messages include “END THIS HELL,” “HELP ME GOD,” “SAVE ME NOW” and “MAKE iT STOP.” The ad evokes an emotional response that appeals to the viewer’s sense of stress due to busy schedules.

The ad’s objective is to promote Ethos Travel as a travel agency option in the United Kingdom. Since the ad includes its website, Ethos Travel can monitor increased site traffic after launching this marketing campaign to measure its attainment and reach.

The target market for this ad is senior level executives with busy schedules looking for a break from their hectic lives. Despite the message of “Time to Get Away,” the ad does not explicitly asks viewers to take a specific action. However, viewers are likely to visit their website for further details.

Ethos Travel offers a value proposition of giving its target market a break from their stressful schedules. Viewers can enjoy a hassle-free vacation coordinated by Ethos Travel to desired destinations in South East Asia.

3.- Election Day

By McDonald’s (2017)

https://aef.com/ad-campaigns/election-day/

Election Day is a Gold Award winning ad by McDonald’s. It features three French fries with varying amounts of ketchup coverage and the labels “Conservative,” “Moderate,” and “Liberal” next to the fries. The ad also includes the message “Vote with Taste. 11/8/16” and a McDonald’s logo. Its appeal technique is a mixture of humor, patriotism and civic duty.

The ad has two main objectives: general promotion of McDonald’s meals and encourages viewers to vote in the 2016 U.S. general election. Since the ad has a generic promotion objective, it might be difficult to identify sales attributed to this campaign. Also, the ad is time specific since it references the 11/8/16 election.

Its target market includes registered voters looking for fast food meal options. The call to action offered by this ad is to “Vote with taste,” making a food reference and encouraging viewers to vote.

In terms of value proposition, the ad offers viewers the ability to choose their political choice as well as their food options. The ad implicitly highlights McDonald’s ability to accommodate all customers regardless of their preferences.

4.- Feel the Burn?

By AIDS Healthcare Foundation (2017)

https://aef.com/ad-campaigns/feel-the-burn/

This ad by the AIDS Healthcare Foundation plays with the iconic slogan and logo of Senator Bernie Sanders’ presidential campaign (Feel the Bern). The ad replaces the work “Bern” for “Burn” and lists a website. Its appeal technique is humoristic given the wordplay employed.

In terms of objective, the ad promotes a campaign of free STD checks. Since the ad includes a website, the AIDS Healthcare Foundation can monitor site traffic to assess its objective attainment.

The ad’s target market is sexually active individuals that might be at risk of contracting a sexually transmitted disease. This campaign includes billboards, bus stop ads, and other displays making it a multichannel regional campaign. It does not explicitly ask viewers to take certain action; however, the website listed leads to additional information regarding free STD checks.

The value proposition offered by the AIDS Healthcare Foundation is verifying people’s STD status. It is likely that this ad is part of a greater community health campaign to create awareness and prevention in terms of sexual health.

5.- Second Best Edibles

By Snyder’s – Lance Kettle Chips (2017)

https://aef.com/ad-campaigns/second-best-edibles/

This unique ad by Kettle Brand Chips has an interactive component that includes a display of free potato chips or “Munchies.” The ad employs a humor appeal technique with several references to marijuana consumption. Some of the humorous statements include, “Oregon’s second best edibles,” “Stirring the Pot since 1982” and “Check back at 4:20.” These statements are in reference to Oregon’s laws legalizing recreational marijuana and consumption of edible cannabis products.

The ad’s objective is to frame Kettle Chips as the “go-to” brand for snacks when experiencing the hunger side effects of marijuana consumption. The chips display can help to measure its objective attainment by monitoring its stock levels on a regular basis.

In terms of target market, Kettle Chips is targeting marijuana consumers as well as people looking for a “Best” snack. The ad calls for viewers to “Check back at 4:20” in case all snacks are gone.

In terms of value proposition, Kettle Chips is literally providing samples of their tasty snacks. Viewers can enjoy delicious potato chips that are considered second only to marijuana edibles.