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Evaluation  of  Creative  Advertising    
Alysha  Potter  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

This   assignment   will   evaluate   the   techniques   used   by   advertisers   in   three   separate  
commercials   for   three   very   different   brands.   It   will   explore   the   differences   in   regards   to  
geographical  location  and  culture.  It  will  analyse  the  strategic  approaches  implemented  by  
the  marketers  and  then  analyse  it  against  Indigo  Wolf’s  campaign  for  TukShop.    
The  four  advertising  campaigns  this  assignment  will  look  at  are:  

Burberry  –  The  Art  of  the  Trench  
Dove  –  Campaign  for  Real  Beauty    
Coke  Cola  –  Happiness  Without  Boarders  
Tukshop  –  Tuk  Tuks  for  Hire,  However  You  Desire  

The   assignment   will   then   go   onto   look   into   economic   growths   and   strategies   that   have  
influenced   brands   and   marketers   to   expand   and   explore   new   markets.   Furthermore   it   will  
explore   how   different   cultures,   views,   people   and   countries   require   different   marketing  
techniques.   This   knowledge   and   understanding   of   the   market   is   what   would   provide   the  
marketers   with   the   information   to   develop   a   successful   campaign,   especially   in   unfamiliar  



2  Pages  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Background  for  Chosen  Campaigns  and  Geographic  Context  
Burberry  –  The  Art  of  the  Trench    
Burberry  amongst  other  high  fashion  labels  was  very  slow  in  grasping  the  digital  era;  however  saw  the  
power   of   having   a   strong   brand   on   social   media   from   the   likes   of   Nike   and   Apple.   With   this   in   mind  
Burberry  wanted  to  be  the  first  brand  to  develop  a  worldwide  online  following  and  with  this  came  ‘The  
Art   of   the   Trench’.   Burberrys   idea   was   to   show   all   markets   how   versatile   the   statement   trench   coat   was  
and  how  it  can  be  worn  by  people  of  all  origins  in  different  weather  and  climates,  all  over  the  world.  It  
also   allowed   the   consumer   to   add   their   personal   touch   to   an   outfit   that   included   this   statement   coat.  
Existing  customers  would  share  photos  of  themselves  wearing  their  Burberry  trench  coats  and  be  given  
a  platform  to  model  their  unique  styles.    

Figure  1  (Burberry,  2015)  

Burberry  established  a  global  marketing  strategy  as  they  changed  their  core  product.  Burberry  saw  the  
lowest  profits  in  years  and  knew  something  needed  to  change.  Burberry  bought  in  a  new  CEO;  she  saw  
that   consistency   was   the   key   to   globalisation.   In   the   downturn   of   Burberry,   they   were   producing  
completely  different  products  in  different  parts  of  the  world,  this  wasn’t  great  branding.    
‘Great  global  brands  don’t  have  people  all  over  the  world  designing  and  producing  all  kinds  of  stuff.  It  
became  quite  clear  that  if  Burberry  was  going  to  be  a  great,  pure,  global  luxury  brand,  we  had  to  have  
one  global  design  director’  (Ahrendts,  2009).  
In   terms   of   geographic   context   Burberry   is   very   much   in   the   ‘global   category’,   they   are   hyper   consistent  
in   their   branding   and   the   Burberry   check   design   and   logo   is   recognised   all   over   the   world.   Very   little   has  
changed  for  the  Burberry  coat  for  it  to  appeal  to  all  cultures,  its  fashion  staple  piece  adored  by  fashion  
lovers  around  the  world  (Altatiel,  2013).  


3  Pages  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  
‘Global   standardisation   in   marketing   is   the   approach   that   can   be   used   internationally   and   this  
advertising   campaign   is   precisely   this.   This   type   of   marketing   strategy   conforms   to   work   across   different  
cultures  and  countries  to  promote  a  product’   (Vogt,  2016).  With  the  element  of  consistency  with  only  
showing   photos   of   their   best   selling   product   the   trench   coat.   The   campaign   appeals   to   audiences   all  
around  the  world,  as  the  photos  reflect  different  people  from  different  ethnic  origins,  men  and  women  
and   changing   weathers.   It   showed   the   true   diversity   of   one   product,   on   a   platform   that   was   going  
rapidly,  the  Internet.    
Although  Burberry’s  campaign  was  global,  this  assignment  will  focus  on  the  American  market.    


4  Pages  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Dove  –  Campaign  for  Real  Beauty    
In   2005,   Dove   launched   one   of   the   most   successful   advertising   campaigns   in   Asia.   Its   entire   campaign  
went  on  to  look  deep  into  the  worrying  statistics  of  women’s  insecurities  and  the  way  the  media  defines  
‘beauty’.   ‘The   campaign   started   a   global   conversation   about   the   need   for   a   wider   definition   of   beauty  
after   the   study   proved   the   hypothesis   that   the   definition   of   beauty   had   become   limiting   and  
unattainable’  (Dove,  2016).    
In   2005   the   campaign   launched   an   interactive   billboard   in   10   different   countries   in   Asia   including   China,  
which  featured  real  women.  The  ‘Tick  Box’  billboard  asked  viewers  to  judge  the  women’s  looked  based  
on  two  alternative  answers  for  examples,  boy  or  babe  and  ugly  spots  or  beauty  spots?).  Viewers  would  
cast  their  votes  at  the  website  link  and  it  would  display  votes  on  the  billboard.    
                                                                                           Figure  1  (Dove,  2005).  


5  Pages  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  



Figure  3  &  4  (Dove,  2005)  

Based   on   Edward   T.Hall’s   book   1976   in   Beyond   Culture,   China   is   a   relatively   high   context   culture.   In   a  
high   context   culture,   complicated   messages   can   be   communicated   with   fewer   words   to   explain,   very  
effectively.  Dove  knew  that  the  same  ideologies  for  the  ‘campaign  for  beauty’  would  translate  to  many  
women  across  the  world.    
China  is  now  ‘the  largest  internet  market  in  the  world  and  has  the  highest  penetration  of  digital  outdoor  
displays  in  the  world’  (Altatiel,  2013),  making  it  ideal  for  the  Tick  Box  campaign.    
International   geographic   context   ‘have   a   worldwide   distribution   but   employ   standardised   marketing  
approaches.   They   adjust   the   strategies   and   messages   to   adapt   to   local   cultures’   (Altatiel,   2013).   Dove  
adjusted  their  adverts  to  suit  each  country  it  entered,  for  example  the  women  in  the  photos  are  of  Asian  
origin   and   the   ad   will   focuses   on   beauty   issues   that   are   of   more   relevance   to   Asian   women,   such   as  
single  eyelids  and  hair  length.  


6  Pages  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Coke  Cola  –  Happiness  Without  Boarders  
Coke   Cola   was   founded   in   America   in   1886   and   it   can   be   bought   in   every   single   country   in   the   world  
besides  Cuba  and  North  Korea  (Hebblethwaite,  2012).  Coke  Cola  specially  designed  machines  and  placed  
them   in   two   countries   in   March   2013.   The   ‘Small   World   Machines’   acted   a   communications   portal,  
where  the  user  could  share  a  coke  with  one  another.  What  was  most  interesting  with  this  campaign  was  
the  two  chosen  participating  countries;  India  and  Pakistan.  Relations  between  India  and  Pakistan  have  
been   complex   due   to   a   number   of   historical   and   political   events   in   the   past.     Coke   Cola   invited  
consumers  to  put  their  differences  aside  and  share  a  simple  moment  over  a  Coke  (Coke  Cola,  2013).  

Figure  5  (Adverblog,  2013).  

Coke   Cola   is   an   established   global   brand,   changing   very   little   in   terms   of   the   core   product   to   suit  
different   markets.   However,   when   it   comes   to   the   marketing   strategies,   Coke   Cola   must   adapt   the  
marketing  to   suit   the   local   cultures,   if   it   wishes   to   be   understood   and   successful  (Altatiel,   2013).  Coke  
Cola  was  aware  of  the  cultural  differences  and  designed  the  machines  to  overcome  this.  The  campaign  
was  developed  to  demonstrate  Coke  Cola’s  main   component  in  advertising,  to  ‘share  happiness’.  This  is  
something  the  campaign  does  very  well.  Coke  Cola  is  a  low  context  culture,  as  seen  in  the  advertising  
campaign;  ‘low  context  culture  words  combined  with  images  can  quickly  be  interpreted’  (Altatiel,  2013).  


7  Pages  


Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Tukshop  –  Tuk  Tuks  for  Hire,  However  You  Desire  
Tukshop   is   the   UK’s   largest   importer   of   Tuk   Tuks   from   Asia,   and   has   worked   with   worldwide   clients  
across   different   industries,   including   the   film,   retail   and   food/drink   industries.   Tukshop’s   client   list  
includes   several   big   name   brands   such   as   Walkers   crisps,   Nokia   mobile   and   Singha   beer.   Tukshop  
operates  with  business-­‐to-­‐business  and  business-­‐to-­‐consumer  rentals/sales.    
In   2016,   Indigo   Wolf   was   given   the   challenge   to   produce   an   integrated   marketing   campaign   for   the  
company.  They  used  a  combination  of  the  traditional  forms  of  advertising  such  as  print  and  TV  with  non-­‐
traditional  forms  such  as  digital  advertising,  to  gain  the  best  possible  response.  
The   geographic   context   in   which   this   campaign   was   focusing   on   was   geo-­‐demographics.   Indigo   Wolf  
chose  to  focus  on  the  Southampton  area.  This  was  due  to  Tukshop  having  originated  in  Hampshire  and  
Indigo  Wolf  knowing  the  area.    
Referring  back  to  Edward  T.Hall’s  1976  Beyond  Culture,  England  is  a  relatively  low  context  culture.  In  a  
low  context  culture  messages  must  be  direct,  simple  and  clear,  people  rely  on  facts  and  evidence  before  
making   decisions   and   people   are   very   flexible   and   open,   so   products   and   services   must   reflect   this.  
Indigo   Wolf   incorporated   these   elements   in   the   campaign   by   having   a   clear   message   throughout,  
demonstrating  facts  and  showed  the  flexibility  of  the  product.  



8  Pages