1.0: IntroductionIn this blogpost, I am going to be analysing the advertisement for Confused.com. This advert will be analysed using YouTube.com and the name and URL of the video is:
Confused.com advert - Collect 1,000 Nectar points!
http://www.youtube.com/watch?v=DJhOLSTpwpk (11/09/2012)
2.0: Questions:
Describe the advert you have chosen
The advert I have chosen from Confused.com is to promote a rewards incentive that has been made by Confused.com and Nectar Card. The advertise shows the main Confused.com caracature called Cara, dancing with lots of various cartoon characters, who are collecting nectar points which are falling from the sky like rain.
The advert uses the Confused.com slogan (changed into a theme tune from the 70's disco song "YMCA"), house style colours, company chatacters and themes to help portray the advertisement in a animated way. Throughout the advertise, there is written information at the bottom centre of the screen, which shows the company website and informs the customers on where to go for terms and conditions.
How long is the advert?
The advert is 30 seconds long.
What is the subject of the advertisement?
The subject of the advertisement is to promote the rewards incentive which will be given by the company if more customers use "Confused.com's" services. The incentive is that the customers will get 1,000 Nectar points if they get car insurance from Confused.com.
Who is the target audience and how do you know this?
The target audience for this advertisement is anybody (targeting specifically at adults), who need car insurance. The target audience is very wide for this advertisement because they show characters of different demographics within society (OAP's, career-orientated people, families, students, etc) of all ages and races, who drive cars.
By using animated characters, they ensured that they used all types of customers by creating them according to their demographics and ideologies.
What persuasive techniques are used?
The persuasive techniques that have been used by the Confused.com advertisement are the use of familiar mascots/characters/jingles. This is a effective method of persuasive techniques in the advertisement because it will give the viewers repetition in their mind, as well as a sense of being able to recognize the company. If the customers remember the advert, they will remember the company and their services.
Another technique that they have used within the advertisement is the use of advantageous promises. This is the rewards incentive that they are advertising. If the customers' think that they will get something in return for using the company, they are more likely to do it as everybody likes free stuff/discounts.
They also used the technique of animation and humour to help grab the customers attention and to help the customer engage with the advert. It releases a empathetic response of a sense of belonging.
Throughout the advertise they used repetition of the product name within a catchy jingle so the viewers' remember the company and it is stuck in their subconcious mind. Whenever they need to use similar services or products as the one that Confused.com are offering, the customers will remember them.
Is there a slogan? if so, what is it?
The slogan used within this advertise is the company jingle of "Confused.com". This whole advertisement is based around the 70's disco song of "YMCA", which was edited in accordance to the company jingle and to include the incentive of "collecting Nectar points".
This is a effective slogan, as the jingle will be stuck in a viewer's mind, ensuring that they dont forget the name of the company, and it is always in their sub-conscious mind if they need to get car insurance.
Who has made the advert?
"The new Confused.com ads were created in-house in collaboration with New York animators Hornet."
"according to Nielsen, while Confused.com spent £2.5m." (1)
Has the advert had a positive or negative effect on the product?
The advertisement has a positive effect on the services that Confused.com had to offer, so the company decided to extend the reward incentive of getting 1,000 nectar points to a wider range of it's other products (home, motor, pet, etc. insurance).
"Confused.com is extending its Nectar promotion across its entire product range, after what it claims to be a successful trial on motor insurance purchases."(2)
3.0: Bibliography:
http://www.youtube.com/watch?v=DJhOLSTpwpk (11/09/2012)
(1) http://www.marketingweek.co.uk/disciplines/digital/confusedcom-introduces-animated-logo-in-fresh-push/3018087.article (11/09/2012)
http://www.marketingmagazine.co.uk/news/1109217/Confusedcom-announces-Nectar-partnership-TV-ad/ (14/09/2012)
(2) http://www.marketingmagazine.co.uk/news/1124740/Confusedcom-extends-Nectar-partnership/
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