M1 evaluate cross media advertising for consistency of message

P1, Describing an existing AD campaign

   

  Aims and target audience                                                                                                                        the target audience for lucozade is for anyone at any age as advertised when the agency say's "Yours, Theirs, The Universe's". However the main target audience for lucozade is particularly athletic people as the drink is an energy drink that has glucose in "perfect for athletes".

 This advert was also produced based on the England Women's National football team in 2019 which marked the start of female empowerment through football. Women's football at this level is great for girls to be inspired to play football and aspire to play at that level. 

    Key messages

The message "We Are All Made To Move" was made to encourage people to stay active and play sport, the message we are all made to move may encourage people that don't already exercise to start and because lucosade has glucose in (the bodies natural energy source) people will buy it to stay energised.

    Approach

this advert is an example of above the line marketing this is because the advert was on tv and was for a wide target audience .

Representation 

The lucosade advert "We Are All  Made To Move" was represented through sport mainly football during a football match with women wearing coloured bibs playing for women's England football team. the advert featured Lucy Bronze who won the Ballon D'or in 2019

Campaign

This campaign shows that women are welcomed in male dominated sports and that they should be showed the same respect as males in the same field and inspires young women to start playing football and try to reach a high level as shown in the advert. 

Logistics  

This advert would have cost a lot of money and will have been very challenging to create yet there are some major benefits such as inspiring the female youth to want to play football and use lucosade as there drink of choice this could also be said by the use of Lucy Bronze.

Choice of media

Lucosade decided to do a audio and video advertisement this enables it to be played on live television and on adverts for websites such as you tube and twitch and could even be played on the radio. this widens the distribution of the advertisement which would gain the product more publicity and would bring in more revenue. 

Call to action

The message "we are all made to move" explains that if you are being active but are not drinking lucosade/ lucosade sport that you are at a disadvantage, encouraging people to buy the drink. 

Relative legal and ethical issues

lucosade is encouraging people to use there product however you can become addicted and it can be detrimental to peoples health, this is because of the high amount of sugar that the drink contains it can cause problems such as obesity and hart problems.