Lucy is part of Generation Y, the generation born between the late 1970s and the mid 1990s. She's a unique brand of yuppie, one who thinks they are the main character of a very special story. Only issue is this one thing: Lucy's kind of unhappy.
In 2012, Adidas launched the TV advertisement “all originals represent” embracing the streets and sidewalks lifestyles across the globe. The campaign is based on “the desire for self expression” and enables people to share their creativity and what originality means for them. After a brief analyze of the segmentation, the generation Y appears to be the target audience that Adidas Original reaches. The brand clearly uses emotional appeals and affective tactics regarding the message design conveyed in the TV advertisement (stylish, endorsement of celebrities, the tagline “represent your crew”). Thus the stage of the hierarchy of effects that is stimulated in this campaign is the Liking. This campaign is extended with a digital operation. An online voting competition aims indeed at achieving the same objectives across the feelings of belongingness.
Micro-management, hierarchy and a demand for authority were all qualities that defined the workplace of the baby-boomers and the members of Gen X, but this pyramid-like work structure is fast becoming obsolete for Gen Y.
Les publicités rivalisent d'imagination et d'ingéniosité pour se faire le plus remarquer dans la rue. Certaines utilisent l'environnement qui les entoure à bon escient pour attirer l'attention des passants.
Through this commercial Microsoft is promoting their new product Internet Explorer 10. The company has rebuilt their old web browser and is now offering a much faster and more user friendly tool with new improved technology. In the commercial, Microsoft wants to reach and attract “the Childs of the 90s” as a segment by using different symbols that the target audience group associates with the 1990s, like Tamagochi, Pogs, Trolls and so on. By using those symbols the company wants to induce emotions like nostalgia and recognitions of the audience.
The target group does already have a picture of Internet Explorer as the previously largest and only web browser from the beginning of the Internet. However, during the last couple of years other brands, as Google Crome, have increased their market shares and Internet Explorer is in some way are perceived as old and obsolete. With this commercial, Microsoft wants to reposition Internet Explorer as a high technological, fresh and innovative brand. The company wants to tell the young and trendy target group that they have “grown up” and progressed. I would say that this is a good example of a brand that is aware of their problem and uses that to improve their brand image.
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