Successful Advertising Campaign Research

From identifying the requirements of the brief and understanding the current NDG branding, I began to research and annotate competition winning advertising campaigns. The idea of doing this is to understand what these brands are visually communicating and identifying how they are successful. By doing this, I gained creative inspiration to develop my own concepts, enabling me to think about how I should be visually communicating the NDG brand effectively to its audience.

Ted Film Campaign - IACAWARD winner 2013

The Ted film campaign is an example of a successful online advertising campaign that I researched. From this, I could identify what the brand is trying to communicate about the film:

• From the imagery, I can identify that the film is about humor and anarchy because of the animation of the bear dropping a bottle, which causes the page divs to fall off the page, revealing an unattractive wooden exterior on the web page.

• Because the bear drops a beer bottle, I would understand that this film is not family friendly, and most likely to be aimed towards adults.

The visual communication from this advertisement tells the viewer about the film in a creative and interesting way - therefore being entertaining, but informative at the same time. These are the important factors that I need to communicate in my advert: Gaining the viewer's attention and being informative about the NDG brand.

"'advertising' means 'drawing attention to something', or notifying or informing somebody of something." (Dyer, 1982)

References

Ted film campaign (2013) The Onion Homepage Takeover [Online]

Available from: http://hs.interpolls.com/cache/demos/universal/ted/onion_overlay.html

[Accessed: 14th May 2013]

Dyer, G (1982) Advertising as Communication. Methuen & Co. Ltd
[Accessed: 14th May 2013]