Description
The ads A (Siple Life) depict different animals that tell their stories relevant to the situations that people can face (such giraffe that lost his way in a town). Lion, giraffe, and tigress are the metaphoric representations of people.
The ad B (Prepaid Changing Face) shows different dancing animals, however, they do not tell any stories.
Objectives of Commercials
Analyzing the ads by “Optus”, we can say that the main “Optus” objectives are to maintain brand awareness and influence purchase intent To convey these messages, the ads are using the images of talking animals which tell their stories. Thus, the ads are aimed to attract the consumers’ attention to particular services (Optus 3G network, Optus Broadband), in particular to products advertised. Speaking about the fifth ad, it is a bit different as it is targeted at a broader audience and, as the message of the ad is different, the advertising strategies are also different. In this ad, the attention is not focused on a particular customer’s need but communicates that there are differences in services that will be beneficial for all people (different happy animals are used). ( I don’t understand can you make clear).
Target Market
The target market for both ads is people between 18 and 34 who might be interested in the services provided. As communication is a target market, the ads use animals that talk. In ads A, the services provided for particular human needs in communication (broadband for example). Ad B is focused on the improvement of the pre-pay system for customers of the company.
Brand Positioning
The brand positioning itself as a company that cares about the environment, thus, the subject of all five ads is a depiction of wild animals. The company claims that it works for the customers’ benefit and a “can do” company. The word associated with it is “Yes” and it is pronounced at the end of every ad, except the last one. Thus, the main message of the first four ads is to convince the audience to use services and “Yes” the one can benefit from them. They want their customers to think that they provide the best communication services and give their customers full control over their mobile phones.
Evaluation of choice media
The ad quite successfully chose the wild nature. In the ads, animals act in wild and urban locations which creates a humoristic effect. However, the content of the ads and the message are not relevant to the services provided. “Optus” can also use such media as newspapers, magazines, and billboards.
Evaluation of message
Benefits – value
Both ads clearly show the benefits (internet broadband, the possibility of controlling one mobile phone and get quality services any time) which people can gain from the services. The focus the attention on the message that the company’s goods can make the lives of people easier.
Elements used to create an effective message
The idea of using animals is great, but the whole scenario is confusing and does not explain to the viewer the details or practical benefits of the services provided. This can be applied to all ads under consideration.
Content relevance
The “Optus” ads are interesting, funny, and catchy. Though the target market is animals that got into everyday situations that “Optus” can rescue them from, the message does not coincide with the scenario. Consequently, the attention is attracted to the ads themselves and not to the products. This is relevant to all five ads.
Evaluate the fit between brand identity and message
The ads have a better fit with identity and the message as they depict concrete situations and problems that people can meet. For example, the tigress could not find the book needed. The message of the ad B is a bit confusing as it is explained only by the offscreen voice and cannot be understood from the picture itself. However, humor is used successfully and catches the viewers’ attention.