Portfolio Piece 3: Switching Wide Sky Scraper Banner Advert

Discover something new this summer - Sky Scraper - First Phase
Rekorderlig, Discover Something New This Summer – Sky Scraper – First Phase
Discover something new this summer- Sky Scraper- Second phase
Discover something new this summer- Sky Scraper- Second phase

Rationale

Rekorderlig  cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town, 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.

The Challenge

To increase the awareness of the brand Rekorderlig Cider.

The Solution

The introduction of Rekorderlig Cider as a base for summer themed cocktails.

The Result

A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.

The Business Objective and the Position in the Customer Journey are Awareness Raising. Increasing awareness and recall of Rekorderlig Cider within the millennial market. Sharon Michaels a journalist at Forbes magazine explains that by keeping a brand name and message in front of the target market, it constantly reminds them who the brand is, through a cohesive campaign spanning multiple channels brands can increase their awareness levels.

YouGov  states that Rekorderlig’s target market are millennials. Jason Parks from Millennials Marketing highlights that many sites that feature moving banner adverts also attract a significant millennial market BuzzFeed,  The Daily Mail, OK Magazine, Hello Magazine, and Facebook. George Moreria from Target Marketing points out that millennials want to know what benefits a brand can give them, therefore the benefit needs to be upfront and easily consumed, with little work, switching banner adverts work well here to get across simple information quickly and easily.

Message

Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.

Concept

Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.

Measurement 

Click through numbers to the Rekorderlig website from the call to action button and the length of time spent on page showing advert.

The tone of voice is style, refreshing and sophisticated, conveyed visually through two switching banners. Both use the same image of 4 Rekorderlig  cocktails, garnished with mint, cucumber and bright pink grapefruit slices, half a grape fruit, a Rekorderlig logo at the bottom and a call to action button for more recipes. The first image has a text over lay with the tag line “Discover something new this summer you might be surprised…”, the second images text overlay states the ingredients. Nigel Huddleston from the Morning Advertiser wrote an article on millennial drink choices, explaining that they are enjoying sweeter tasting drinks. The image above suggest the flavour of the drinks – fruity, sweet and refreshing. The image conveys simplicity, through the glasses, the loose presentation of cocktails, but also style and sophistication through the marble background, the colours and the composition of image.

Visual Research, the Deliveroo case study explains that Deliveroo who target millennials have had a large campaign of static, and moving digital banner ads, with great success. Demonstrating they are effective with the millennial market. These and the examples below have inspired the Rekorderlig advert.

Image specifications:

Size: 160px by 600px

Resolution: 72 dpi

Colour: RGB

Image (top) from the sock image library Unsplash

Logo from Rekorderlig Website

References

Amazon (2017) Home. Available at:https://www.amazon.co.uk/ (Accessed 29 March 2017)

BuzzFeed (2017) News. Available at:https://www.buzzfeed.com/?country=uk (Accessed 29 March 2017).

Facebook (2017) Facebook home. Available at:https://www.facebook.com/ (Accessed 29 March 2017).

Hello Magazine (2017) Home. Available at:http://www.hellomagazine.com/ (Accessed 29 March 2017).

Huddleston.N (2015) ‘Millennial trends: play the generation game’. The Morning  Advertiser. Available at:http://www.morningadvertiser.co.uk/Running-your-pub/Marketing/Millennial-trends-play-the-generation-game (Accessed 29 March 2017).

Mail Online (2017) Home. Available at:http://www.dailymail.co.uk/home/index.html (Accessed 29 March 2017).

Michaels, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)

Mintel (2017) Cider- UK- January 2017. Available at:http://academic.mintel.com/display/814043/?__cc=1 (Accessed 29 March 2017).

Moriera,G. (2016) ‘How Do You Reach Millennials Don’t Advertise’.  Target Marketing. Available at:http://www.targetmarketingmag.com/article/how-do-you-reach-millennials-dont-advertise/all/ (Accessed 7 March 2017).

OK Magazine. (2017) Home. Available at:http://www.ok.co.uk/ (Accessed 29 March 2017).

Parks (2016) Spotify, BuzzFeed and Elite Daily Rank High on the List of Most Popular Millennial. Available at:http://www.millennialmarketing.com/2015/03/spotify-buzzfeed-and-elite-daily-rank-high-on-the-list-of-most-popular-millennial-websites/  (Accessed 2 March 2017).

Unsplash (2017) Unsplash. Available at:https://unsplash.com/ (Accessed 29 March 2017).

Rekorderlig (2017) About Us. Available at:http://www.rekorderlig.com/gb/about-us/ (Accessed 29 March 2017).

YouGovPrfiles (2016) People who drink Rekoderlig. Available at:https://yougov.co.uk/profileslite#/Rekorderlig/lifestyle (Accessed 23 February 2017).


Research

Business Objective

To increase awareness and recall of the brand Rekorderlig within the millennial target market. Source: Michaels , Source: Anastasia Kourovskaia at Warc, Source: Warc, Source: Nigel Jones, Louise Cook and Clive Cooper at Warc.

Audience Research

The target audience for Rekorderlig is millennials (18-24’s) both women and men who are trend setters,  want to break the mould and are always looking for something new and exciting YouGov  Schawbel  Olenski .

Buzzfeed highlights that a lot of sites that feature banner adverts; The Daily Mail, OK Magazine, Hello Magazine, Buzzfeed and Facebook  also attract a large millennial target market, with significant click throughs from these banners. The lay out of these websites is optimal for banner adverts.

Rogers adds that there was a trend for ‘aggressive adverts’ attempting to really grab the audiences attention, however this has caused millennials to switch off. Therefore there is now a need for brands to get more innovative, creative and less intrusive with their digital adverts….to recapture the millennial markets attention.

Further Moreira reminds us that millennials are always wanting to know what benefit you can give them, offer something valuable.  The information, the benefit and the gain needs to be upfront and simply consumed, with little work to digest it.

Position in customer journey

Awareness-  this banner advert will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.

Tone of voice

  • Style
  • Refreshing
  • Sophisticated

Message

  • Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.

Creative format

Wide skyscraper banner advert

Measurement

Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall

Concept

Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.

Semiotic mean of image

brooke-lark-203844The image above is very light coloured, pastel pinks and greens from the grapefruit, mint, and cucumber. These colours suggest freshness, lightness and that the benefit from drinking it is that it will quench your thirst. The lightness of the whole image signifies to the audience that that the drink is being drunk in natural light, outside, in the afternoon and outside. All of these help to signify to the reader freshness and summer.

The focus on fruit in the drinks, signifies to the audience natural, fresh, and gives them an idea of the flavours they can expect. Further the way the drinks are presented (little bits of mint leaves, chunks of grapefruit and cucumber) signifies that the drinks are easily made and rustic but also sophisticated.

The main focus of this image is the glasses, the ingredients and the drink itself, this stops the audience focusing on anything else but the product. It also suggests that all you need are these ingredients, this is all the product is, the brand is…simple, rustic and fresh.

Read more here -> Rekorderlig: Visual imagery and Semiotic Analysis

Image set up

Size: 160px by 600px

Resolution:72 dpi (this optimal resolution for all digital images)

Colour: RGB (digital colours)

Research 

Source: Daily Mail and Digital Synopsis 

Deliveroo case study – Deliveroo are a food delivery service, targeting millennials and above. Since there creation they have had a large campaign of static, reactive and moving digital banner ads, with great success.

Shaoolian highlights that its  important to have a clear logo that makes it obvious who you are so the consumers do not confuse your brand with others. He also offers a good reminder that it key to keep everything simple, the imagery, the messaging, whilst remaining persuasive. Finally the most important is a clear call to action offering an obvious place to click to find out more about the brand and the product.

delta expamples
Source: Shaoolian 

Effective Banner Designs: Real World Examples (Shaoolian)

This research above has given me some ideas and some key points to include in my Rekorderlig banner advert. The Deliveroo Case study has also shown how successful a banner advert can be if kept simple and colourful.

Draft ideas

These are the first couple of ideas I played around with. I really like the picture that was used as the background. However it made it really difficult to see the text, what it said and to capture the audiences eye. Therefore I need to have a rethink about how to use this particular image.

Text overlay Research

This research has inspired me to use the block of colour or translucent box to help make the text stand out and allude to the background not worry about it cutting the picture off too much.

References

Digital Synopsis (2016) 50 incredible creative online banner ads. Available at:https://digitalsynopsis.com/inspiration/50-incredibly-creative-online-banner-ads/ (Accessed 2 March 2017).

Jone, N. Cook,L. and Cooper, C. (1991) Persistence & chimpanzees – the PG Tips case history. Available at: https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=ec3f621a-c77d-442c-a993-a3a56cc069c3&q=building+brand+awarness&CID=A711&PUB=ADMAP (Accessed 1 March  2017).

Kourovskaia, A (2013) Increasing brand value: A masterclass from the world’s strongest brands. Available at:https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH (Accessed 1 March 2017).

Michael, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)

Moriera,G. (2016) ‘How Do You Reach Millennials Don’t Advertise’.  Target Marketing. Available at:http://www.targetmarketingmag.com/article/how-do-you-reach-millennials-dont-advertise/all/ (Accessed 7 March 2017).

Olenski,S. (2016) ‘Creating Brands That Engage Millennials.’ Forbes. Available at:http://www.forbes.com/sites/steveolenski/2016/09/28/creating-brands-that-engage-millennials/#97d32cc593b0 (Accessed 23 February 2017).

Rogers, C. (2016) ‘Facebook, Deliveroo and Tinder talk bots and data.’ Marketing Week. Available at:https://www.marketingweek.com/2016/11/11/facebook-deliveroo-tinder-bots/nocache=true&login_errors%5B0%5D=invalidcombo&_lsnonce=1185a73221&log=emilcoppen%40gmail.com&rememberme=1 (Accessed 7 March 2017).

Shaoolian,G. (2017) ‘Effective Banner Designs: Real World Examples’. Forbes. Available at:https://www.forbes.com/sites/gabrielshaoolian/2016/04/08/effective-banner-designs-real-world-examples/3/#22c358e63b64 (Accessed 7 March 2017).

Schawbel,D. (2016) ’10 New Findings About The Millennial Consumer’. Forbes. Available at:http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#591d293928a8 (Accessed 23 February 2017)

Parks (2016) Spotify, BuzzFeed and Elite Daily Rank High on the List of Most Popular Millennial. Available at:http://www.millennialmarketing.com/2015/03/spotify-buzzfeed-and-elite-daily-rank-high-on-the-list-of-most-popular-millennial-websites/  (Accessed 2 March 2017) 

YouGovPrfiles (2016) People who drink Rekoderlig. Available at:https://yougov.co.uk/profileslite#/Rekorderlig/lifestyle (Accessed 23 February 2017).

WARC (2016) Inspire with Instagram. Available at:https://www-warc-com.proxy.worc.ac.uk/PDFFilesTMP/c9e68f96-6d27-4eee-b32f-3f26d13d3f6e.PDF (Accessed 23 February 2017).

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One thought on “Portfolio Piece 3: Switching Wide Sky Scraper Banner Advert

  1. A strong rationale for the use of a switching wide sky scraper advert and a good creative solution. Notes: typo in heading – sky should be Sky? The adverts are pixilated? Size 160 x 600 px? The adverts at the top of your post look bigger than the size noted? This is good work Emily, I’m just noting a few things to resolve so that they are correct in your portfolio.

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