Answer to Question #303742 in Marketing for keda

Question

"Keep Reaching Keep Believing" and "Virgin Atlantic: 25 years, Still Red Hot" are two award-winning advertisements produced for Blink Broadband T&T and Virgin America respectively. What do you think is the key message in each ad, and was it effectively communicated? What emotional appeal(s) did each message utilize? Discuss these questions within your group and share your answers with the class in this forum. 

Additionally, choose one of the advertisements and develop a creative brief that could have been used to guide the development of the advertisement, and post this as well to the discussion forum. Refer to the creative brief guidelines discussed in Unit 4. You may conduct additional research about the advertisements if you wish. 

 

You can view the videos at the links below:

BlinkBroadbandTT. (2015, March 13). Keep reaching, keep believing #WhatUWannaBe [Video file]. Available at  https://www.youtube.com/watch?v=8bLZpwWgFPY

Answer 1

Keep Reaching Keep Believing

Key Message: With your passion and dedication in life, believe that your dreams are always within reach. And Blink Broadband technology solutions will help you to move forward and live your dream.

Was it effectively communicated? Yes, as shown through their ad, the kid is fascinated with giraffes, so with the support of his parents, they went to the zoo to see a giraffe in person. They are all happy, even his grandma who saw the photo through the internet was happy for him. In the end, it showed that the kid achieved his dream as he became a veterinarian.

What emotional appeal(s) did each message utilize? Happiness and potential appeals. (2021a, "25 Types of emotional appeal advertising" section)

Virgin Atlantic: 25 years, Still Red Hot

Key Message: 25 years after its first launch, Virgin Atlantic is still pioneering, committed to providing reliable air travel (in terms of price and time), and preferred airline both for business and leisure travelers.

Was it effectively communicated? Yes, as shown through their ad, it was a recreation of the airline's launch in 1984 and as the music kicks in, the airline's glamorous cabin crew stride through the airport dressed in red high heels and red uniform to jaw-dropping gazes. It also showed their departure boards being on time and one passenger is heard saying: I need to change my job as his colleague replies: I need to change my ticket. The ad closes on a shot of the Flying Lady, painted on the side of the Virgin Atlantic 747, winking at the camera. The end line is "still red hot", reaffirming the glamour of the brand to travelers.

What emotional appeal(s) did each message utilize? Confidence and glamour. (IPA | Virgin Atlantic: Still Red Hot, Even in a Downturn, 2010).

THE PROBLEM: The falling number of airline passengers combined with soaring oil prices and for Virgin Atlantic, it's the British Airways unveiling its gleaming new Heathrow Terminal.

Market Information

The recession has grounded millions of airline passengers, with figures showing a 13% drop in the number of people using UK airports, Transatlantic travels falling by 15%, and domestic travel also suffered, falling by 8.7%.

54% of people said they would consider Virgin Atlantic in the future, yet only 28% had actually flown with the airline, which means preference had not been solely driven by the onboard experience.

Although Virgin Atlantic gained significant ground in 2005, it still fell behind its key competitor, British Airways.

Target Market: Virgin Atlantic will give priority to younger male and female professionals who describe themselves as "mavericks, adventurous and pioneering".

primarily 25-44 years old, belonging in the middle to upper classes, and have at least a college education they are affluent and mainly travel for business residing across the UK but metropolitan markets will be given the priority they are willing to pay for comfort, luxurious and high-quality service.

THE OBJECTIVE: Marketing - Increase overall revenue by XX% for the 1st quarter (2019, "Virgin Atlantic: Still Red Hot" section)

Advertising - Increase brand preference from 50% to 70% for the year 2009 (n.d., "Surpassing Expectations" section)

Creative - Communicate that Virgin Atlantic is still confidently flying even at a time of economic uncertainty

Key Consumer Benefit:

VA has a three-class cabin- Economy, Premium Economy, and Upper Class and each class offers a wide range of amenities and luxuries (Kaynak & Kucukemiroglu 2015). Because VA focuses on high-quality service, its cabins have wider seats and more legroom, passengers could access lounges and luxury facilities, priority check-in, and different menus.

Even though Virgin Atlantic is a premium-quality airline, it is still a good value for money airline compared to its competitor/s

Budget: £20million (n.d., "Solid Returns" section)

The challenge: Revive Virgin Atlantic's strength and do something that is very recognizable that British Airways could never surpass

What should they think?: When everyone is experiencing economic uncertainty, you can always rely on Virgin Atlantic to raise spirits and stare into the future with as much optimism as we did back in 1984.

Why believe us?: Virgin Atlantic was launched by Richard Branson with only a single leased aircraft making its inaugural flight from Gatwick to Newark Liberty in June 1984. Against all the odds, Branson gained a profit in his first year of operation. With dedication, often in the face of adversity, Virgin Atlantic continued to expand over the next decade. 

Our main message: Celebrating Virgin Atlantic's 25th just being as rock-and-roll as it always was.

Brand voice: maverick, challenging, witty, and innovative- these brand attitudes are modeled on the personality of Virgin's founder Richard Branson.