Discussing why? How do you get to that assumption ? Quantify that! –familys-events Affect: In the Finish vs Heartbreak advertisement, a consumer is to feel nostalgia from harder times through the stimuli of messy bowls full of comfort food and events such crying watching tv. This will all allow a consumer to decide if they like or dislike a product. Cognition- Cognition is the thought process and understanding signifiers and stimuli to develop an understanding of a product.
This is not always conscious and relates to a consumers knowledge of the item being advertised; Finish Powerballs advertisements aren’t easily understood if the viewer has no prior knowledge about dishwashers or dishwasher detergents. After initial cognition, evaluation takes place. Finish Dishes float above a scene or shown in a dirty state which the audience immediately would see as needing to be cleaned after the supposed event. The advertisement shows Finish Powerball cleaning all of the dishes, even stubborn foods; this proposes the purchase and use of Finish Powerball tablets in order to have clean dishes.
What exactly is to be achieved? IDo we aim to achieve a sales target? Finish have aimed to create an extravagant campaign in a highly competitive sector with increasingly similar products; thus, rememberability is of paramount importance. Floating messy dishes looming over moments in peoples lives is an effective narrative to show the vast amount of dishes which would need to be cleaned. The campaign portraits the uses of the product in everyday life as if it would be impossible to cope without the product and thus expresses its importance to further increase sales.
This will be a gradual effect over multiple viewings of the advertisement and each time dishwasher tablets are needed. W+K have created a strategy to aim at both existing customers and new prospective customers; from people having a party, to people who simply rely heavily on their dishwasher to do most of their washing up. Both audiences are segments of an incredibly competitive sector to whom are being bombarded by advertisements from all mediums so the importance of the ad spots to stand out is the highest priority. Television is one of the most popular advertising mediums as well as being the most effective.
Social media is on the rise but doesn’t produce a return of investment as large as Television. For example, if a detergent brand that moves 20% of its TV budget into the online display can expect to see its sales drop 7%, largely as a result of its diminished reach. -REFERENCE. A study into the effectiveness of advertisements found that television advertising remains the most effective form of advertising with the return of investment of ? 1. 79 each ? 1 spent. The influence for W+K’s to use television advertising has only been strengthened in recent years with the development of the ‘digital era’.
The ‘water cooler effect of television still exists but instead has moved online. Social TV gives audiences access to a growing amount of online communities to chat to friends about their favourite tv show or more; all with a smartphone or computer, from their sofa. 37% of online social media users talk about things seen on television-Source: Spotlight on Social TV, November 2014, conducted by Network Ten and Research Now, an online survey of 1,067 social media users, 5 cap cities. Daily social media engagement which comes with television advertising can be a huge boost for advertisers such as Finish.
Finish don’t currently have an online presence but many twitter users have expressed their love for the campaign by using hashtag #poweballvs and #dishes. Television is also known to outperform other media in generating sales; tv is on average twice as effective per equivalent exposure as the following medium Source: Payback 4: Pathways to Profit, Ebiquity UK, database 2011-2014 (analysis based on 10 categories, 100 advertisers) An advertisers mission is to reach the customers and influence their buying behaviours yet this is difficult when so many people simply buy what they know, especially products such as soap and detergent.
Many people don’t realise which brand of dishwasher tablets they use, many would need to pop into the kitchen to have a look to see which detergent they have been using to clean their plates and bowls with for the last are years; and many people would question what made them choose that brand instead of others on a shelf but according to Freud’s Theory of Personality Development by Sigmund Freud- ((Fearing and Koch, 1961) there is a big chance buying habits aren’t largely to do with glossy advertising campaigns but following what their mother, father or guardian used.
This phenomenon is particularly common with products such as detergents and dishwasher tablets. “People shop on autopilot. You buy what your mother bought, what your grandmother bought. You put it in the dishwasher, you shut the door, it’s out of your mind. “John Paquinsacs from Euro RSCG. The dishwasher tablet sector isn’t packed with the most glamorous of brands and is usually to assist a household chore yet the total dishwashing market is estimated to be worth ? 93m this year, according to Mintel. With the growth of 20% since 2003, it is one of the most buoyant household cleaning markets in the UK. The machine sub-sector is expected to account for 56% of total market sales in 2008. Finish, the dishwasher tablet brand, commissioned an advertising campaign by Reckitt Benckiser to promote their products. Constructed around a series television commercials, ‘Dishes’, ‘Glasses’, ‘Ageing’ and ‘Breakups’ to show the role of dishes and glasses in peoples lives.
Finish uses meaningful and relatable language to re-engage consumers with dishwashing and learn to love their dishwasher by using Finish. From plates used at parties to plates with gooey food residue from comfort food; this campaign aims to define the importance of your dishwasher in relation to landmark events with the tagline ‘Love your dishwasher. Give it Finish’. The ‘Dishes’ and ‘Glasses’ advertisement Finish focus upon the moment dirty dishes pile up following milestones.
The ‘Dishes’ advertisement breaks life down to dishes, in order to open the audiences eyes to the dishes, they are constantly surrounded by; to do this they aimed to show that there is very little things to do in life that doesn’t create a dirty dish but that Finish has the audience covered. The journey starts with simple obvious situations yet the story continues to the mundane egg breakfast to existence itself; yet all of the dishes hang above each scene focusing on the sheer amount of washing up is required. The voice over bellows “Breakfast, dishes; dinner, dishes; birthday, dishes,” from beginning of the advertisement.
Each event is followed by a pile of dishes showing the possibility of how many dishes will need cleaning. Using the concept of durability and care as a focus of advertising isn’t a new one, yet Finish uses this device to focus on moments in which a Powerball must clean dishes following milestones in peoples lives such as anniversaries, birthdays and weddings. The narrative is not told through the human perspective but instead from the dishwashers point of view to show that if you want the appliance to be there when you need it, you must look after it by giving it Finish Powerball.
The ‘Powerball and Ageing’ and ‘Powerball and Heartbreak” compresses life into the dishes they make, ‘Ageing’ defined by sticky birthday cake smothered plates and ‘Heartbreak’ greasy comfort food; once again, not told from the human point of view but instead the dishwashers. Wieden & Kennedy’s first campaign for Finish won a Silver Lion at Cannes in 2015 and also won a Gold at the British Arrows awards on 23 March 2016. Wieden & Kennedy has worked on Finish since May 2014, when the brand’s owner, Reckitt Benckiser, moved several brands out of Havas Worldwide and into Droga5 and W&K.
Stuart Halls, encoding and decoding model can help break the Finish Powerball Versus Life campaign down to see how the audience will understand. The Dishes advertisement displays the vast amount of dishes pushed into a dishwasher in various times of someone’s life; encoding such a powerful message can be difficult to pull off for any product, never mind a dishwasher tablet. Advertisements which distill life to show the use of the product for the audience can be incredibly effective but only when produced carefully.
Oppositional readings are an advertiser’s worst nightmare as the advertisement may push current users away from the product. Finishes advertisement ‘Power ball VS Ageing’ has the encoded message of the product being perfect for the audience no matter their age, and that the product will produce clean dishes each time they are used. Dominant’ readings are produced by those whose social situation favours the preferred reading.
Finish intend their dominant reading of this campaign is that if the audience would like a dishwasher to work at its optimum level, they will need to buy the market leader, Finishes tablets. negotiated’ readings are produced by those who inflect the preferred reading to take account of their social position-agrees to some but not all yes you may need dish washer tablets but I don’t need to use Finish tablets to love the washer “‘Love your dishwasher. Give it Finish. “” ‘oppositional readings are produced by those whose social position puts them into direct conflict with the preferred reading may not celebrate birthdays or anything may wash dishes in the sink Defamation refers to adverts that make derogatory statements about other companies.
In the past RB has had some problems with the ASA; in this advertisement, actor Carol Smiley discussed with Dr. Lisa Ackerley who was described as an expert in household hygiene the stress and dirt which would build in a dishwasher if Finish cleaning products weren’t used. A viewer found these allegations false, misleading and exaggerated. This lead to the ASA asking RB to remove the advertisement on the grounds of misleading customers. ASA are very ware of the ‘salesmanship lens’ of marketing; only the good data will be displayed, not offering full context.
Following this finding, RB changed agency to W+W and consequently found a more effective method of comparing products which are by not comparing them at all. The Finish Powerball advertisements rely heavily upon prior experience in cleaning dishes; such as cleaning up after a birthday party. Following this prior knowledge, the advertisement focuses on showing the consumer how much easier their lives would be if they used Finish products. The Finish Powerball campaigns primary aim is to express the benefits of the product through the advertising medium of television.
The campaign will take two parts spread across two years; it shall begin with a series of two advertisement spots, Dishes, and Glasses, and the following year should explore the relationship between the product and life itself. Positioning It is paramount that the campaign should utilise the television medium to the highest effectiveness; the campaign should aim to both people who have used our product and those who havenot. A YouTube channel should be set up broadcasting the advertisements for these to be shared with social media.
Benefits A sales increase and brand awareness are the aims of this campaign; the advertisements should engage with both a younger market and an older market and should spark conversations about the advert. The effectiveness of this campaign will be evaluated through the use of data recovered from retailers and social media interaction. Target Audience: The target audience of the campaign should be the following: AB- Higher & intermediate managerial, administrative, professional occupations and C1- Supervisory, clerical & junior managerial, administrative, professional occupations.
Previous campaigns have achieved AB- 22. 17%, C1-30. 84%. The campaign should appeal to these social grades primarily but must also appeal to multiple demographics from varying social grades. The advertisements must engage new audiences while continue to encourage current customers to continue to purchase the product. Response The response of the campaign will be measured through social media interactions will show how the advertisements have been perceived and sales will show if the campaign has been successful in attracting new customers.
An objective of the campaign will be to show how the Finish Powerball is different from the competitors and to become the go-to name for dishwasher detergents. Executional guidelines The campaign should utilise quirky visual style with a strong voiceover, this should be the memorable element. The brand visuals should not be altered. The tone of voice: The advertisement should remain casual throughout and the narrative should follow through from dishes to the dishwasher. Reflecting the brands casual yet effective persona should be carefully considered.
