Existing Cross-Media Advertising Campaign - P1

 P1 - Advertising Campaigns

Aims

the aims of the trailer was to showcase the escalating tensions and conflicts among the team and police, it highlights the character development and relationships, especially under pressure. Featuring intense and dramatic scenes to captivate the audience. Providing glimpses of key points to intrigue viewers without giving away too much. It does promote a new product of an existing product, but it has changed alot as the tension builds from the police upgrading the units however the hiest was fully planned out. and they also want to carry on the viewing figures of the series, which they have done well by getting feedback and developing part 2 to these reviews.

Objectives 

the objectives of this trailer was to generate excitement and build anticipation for the continuing parts of the series, they have done this well in the trailer by showcasing risky and intense scenes. They also tease the key point for developments and provides a important plot twists and character arcs without revealing too much. It highlights character dynamics and focus on the pros and cons of the heist team and shows some of their weaknesses. They also emphasise the high production values, including acting, music, and maintainer thier current viewers.

Target audience

Their target audience, is primarily young adults (18-45 year olds) due to the fast paced and character development will appeal to this age group. both males, females although there maybe more males than women watching the series due to action and crime interest men more than women. This audience will range for income level, mainly those with disposable income for streaming services such as Netflix. The series is popular worldwide in Europe, America, Asia mainly. The series is mainly for binge watchers, with cliffhangers and continuous narrative arcs to encourage the audience to keep hooked to the series. They will also be people who enjoy high stake drama and action, and the audience will enjoy the diverse plot twists. 

Slogan 

The "The Heist Continues: Every second counts" is the main slogan for the whole series however, this part did have its own slogan called "Unfinished Business: The Plan Unfolds". Which hooks the audience because if they watched the first one which the audience tends to do they will be hooked by this slogan as "Unfinished Business" shows there will be more actions scenes as they try to find a way out of the bank. 

Key messages

The USP is that they have unpredictable plot twist, which is shown in the trailer when it says "expect the unexpected with mind blowing twists that keep you on the edge of your seat", and their complex characters with different backgrounds and we see some of the characters history to see how they have developed, there's lots of intense actions scenes. it also allows the audience to escape (escapism and adventure) and keeps the audience on the edge of their seat. 

Approach

They used shock advertising because it suits the genre better than celebrity endorsement, this is shown that they use shock advertising in the trailer where we see intense and dramatic scenes, which captivates the audience, they showcase some of the plot twists and makes the audience eager to see the new series. It also has other elements of shock advertising such as cliffhangers (it allows the audience to be on edge and they want to know what happens next), and using memorable visuals such as intense confrontations or high tension moments during the heist. 

Call to action 

They have many call to actions in this trailer such as, watch now "Part 2 is streaming now on Netflix. Don't miss a moment", they ask the audience to set a reminder - "mark your calendars and set your reminders the heist continues". they also encourage people who haven't watched the first episode to go and watch it now. 

House style and consistency

The colours are mainly red, black and suspenseful atmosphere they always were red suits and a famous Dali masks. They use strong, bold fonts and sans-serif fonts that are easy and accessible, is it consistent through size, placement and animation. They use fast cuts and transitions, ensuring character development and behaviours. They also use constant flashbacks, time jumps, and a non-linear narrative structure.

Representation 

The representations in money heist part 2 is focused on smart and quick criminal "masterminds". they have different stereotypes of mindless/careless and ruthless criminals. The team includes both men and women, they each have different capabilities, with strong character development. The police figures aswell have different stereotypes and we see how the different character develop, adding importance to their roles. Within the heist team there are various different background, and mainly is represented by cultural stereotypes in order to build the character. Which if all is done well, it creates a dynamic and engaging narrative.

Campaign logistics 

The trailer had many key phases which include teasers, they introduce small clips of intense scenes in order to build anticipation and gain attention, the trailer was released Mar 29, 2018 and the actual series was released on the April 6th, which is a bursting campaign technique. It shows the key plot points such as how much they made in the bank, and how they are planning to get out of the bank. They do posts on social media, such as platforms Instagrams, Twitter, Facebook, behind the scenes content. 

Choice of media 

They have use many different platforms in order to promote the series, this is so that they can reach their target audience effectively. It is promoted heavily on Netflix and is shown on Top Picks, which allows more people to see that the series is available and are more likely to watch the series if they enjoy the first trailer. It is also uploaded to youtube, which matches with the wide customer base and they are able to attract a wider audience. They also use other platforms to promote, which include; Facebook, Instagram and Twitter, which will be because they are able to attract the younger audiences that use these apps a lot. They also used other TV spots and for the first series they were on online news, and other known websites to cover traditional media techniques. Thi allows them to have full coverage of their audience and they are able to reach everyone they intend.

Relevant legal and ethical issues 

Legally, the producers have to make sure that they dont break any copyright laws and ensure they don't use any images or music that they dont have permissions for. They must avoid misleading or gore/inappropriate content. In terms of ethics the producers must keep violence on a low, and crime on a low (dont show much violence and crime), especially with younger audience they must avoid these things because they might get influenced by the actions seen in the series. They must also avoid stereotyping as it may be seen as unethical, and ensuring all cultures and beliefs aren't offended. However it is rated a 18 so this means that the regulations will be less strict and they may be able to show more crime and violence than they would if it was rated a 15.

Regulatory bodies 

To keep within ASA they must be careful what content they sow, for example they must not mislead the trailer and it must be relevant to the series, it must also be targeted appropriately to ensure it is shown to thier suitable audience (18-25 year olds). Interms of OFCOM's regulations, they must be careful with wat language they use, the amount of voilence and sexual content shown in the trailer because it may be shown to younger audiences who shouldn't be seeing images like sex, voilence etc. They must also ensure that it doesn't harm or stress the audience and avoid sensitive subjects. BBFC would make sure that the age classification is correct, for example money heist is an 18 so they have more control over what they show in the series and the regulators may be more lenient. BBFC reviewed the trailer because it has voilence, sensitive language, sexual content. 

Print media

This media print advert hints towards the same things as the tv advert as it shows the bank (the white outline on the screen) and has all the main characters in the background, which builds on the character development and makes the viewers wonder what will happen, especially since there is a table behind them, which hints towards them plotting how they are going to rob the bank and the plans they have made. 

Furthermore, this poster hints towards the tension and action that will happen in the series, the police are the closest characters who are aiming at the main characters / robbers of the series. Along with the robbers shooting back at the police, with formation as if they have planned it. They also have 2 people on the right which seem to be arrested and hand cuffed, this make the viewers want to find out what happened and how they got arrested. this action being shown in the poster is also shown on the trailer. it also has the release date and the Netflix logo to allow the audience to know where to watch the trailer and new series. Which allows the business to build awareness and hype about the new series being released. They have also used an effective tagline to build further tension to the poster, which says "when everything falls apart, the real plan begins" this makes the audience who have already watched series 1 want to find out what happens next, especially since they thought they have been watching the heist plan unfolding also end, but in reality it has only just started. This also makes people who haven't watched the first series want to watch it to find out what happened to allow them to follow along with the new series.