SF Lunar New Year Parade

https://aef.com/ad-campaigns/sf-lunar-new-year-parade/

1. The focus of the ad is McDonald’s and specifically, their Big Mac. Exciting colors, dancing, singing, etc. with the San Francisco lunar new year parade celebration evokes happiness. McDonald’s has its own float in the parade and the ornate dragons dance to the song about the McDonald’s Big Mac, which makes it even more engaging.  The song rhymes, “no matter where you might be at, there’s a Big Mac for that.”  The ad is vibrant and full of positive energy in celebration.
2. The objectives are to make the viewer aware of the 3 different Big Macs and to entice them to eat McDonald’s. The sales of the Big Macs can be tracked.
3. The target market is general public, but definitely with the celebration, the Asian population. Also, families, as the ad sings about spending time with the “fam”.
4. The ad wants the audience to eat McDonald’s, specifically the Big Macs. If they do, they will enjoy everything they are engaging in even more:
   “Lovin’ the parade….there’s a Big Mac for that. Spend time with the fam?  There’s a Big Mac for that. Post a perfect photo….there’s a Big Mac for that. Dancin’ with Ronald McDonald, there’s a Big Mac for that.
5. Value Proposition: McDonald’s is a long-time well-known brand so many people trust this restaurant chain.  No one else has a Big Mac. By purchasing, it can bring people back to the commercial (or the actual parade if they attended) and bring those feelings of belonging and joy. Feelings of familiarity can also arise from trusting in their “go-to” brand.

 

Geico—Unskippable:  Family

https://aef.com/ad-campaigns/geico-unskippable-family/

1. The focus is Geico insurance. Humor is brought in with the narrator saying “You can’t skip this ad because it’s already over,” right when the ad starts.  The setting is calm, family time with the soft background colors and family dinner setting.  Emotions evoked are calm and happy until the “family member” at the end shows up for a humorous (to some people) ending….
2. The objectives are for people to be aware that they will save money and to purchase/switch over to Geico. Those that sign up can be tracked.
3. Target market would be general public, but specifically families with this ad.
4. The ad wants the audience to switch over/purchase Geico. By doing so, you’ll have a happy “cookie cutter” family, too, where those savings could get you able to put more money toward your family meals.
5. Value Proposition: the savings you and your family will reap will go toward other areas of your life. The “15 minutes” could save you tagline is unique to them in that 15 minutes is all it takes to start possibly saving 15% or more on car insurance.

 

In the Air—Social

https://aef.com/ad-campaigns/in-the-air-social/

1. The ad is focusing on Toyota Rav4. It starts out with a calm road trip along the beautiful coast.  The words “less browsing” appear.  The group pulls up to a stage and then an exciting burst of color “smoke/powder” rains out over the crowd they are in and excitement and dancing are shown with the words “more dancing” appearing on the screen. Emotions of happiness and fun are also evoked.
2. The objectives are to make the audience aware of the new Rav4 and get them to buy one, as it will take them to places like shown. Purchases of this car can be tracked.
3. Target market would be around the age of the group shown 30s to 50s. Tried and true Toyota buyers and those new to Toyota.
4. The ad wants the audience to connect good times and adventure with Toyota and to buy this particular model. If they do, they will “go places” and have fun like the people shown.
5. Value Proposition: Toyota is a trusted long-standing brand. Customers will be drawn to that familiarity and trust and also their catchy tag line of “Let’s go places” offers adventures awaiting customers.

 

Rate My Roof

https://aef.com/ad-campaigns/rate-my-roof-2/

1. The ad starts out with a beautiful sunrise over the ocean water with surfers surfing, so it brings about calmness. Then it switches to a bright sunshiny beach, with many people out on the beach and in the water, which evokes happiness. Narrator says they (Aussies) spend their life in the outdoors and at the beach soaking up all the sun they can, but less than 10% of Aussies use the sun for energy. Solar power could save hundreds of dollars a year in power. Why aren’t people using solar power? The narrator explains possibly because it’s more complicated than just switching on a light. Questions like “what’s my roof actually worth?  How much roof space do I need? Is it even worth the cost of installing the panels?” Origin, the company of focus here, created a rate my roof in partnership with Google Maps. Rate My Roof is an online tool for people to measure their roof’s solar value to see how much solar power their roof can generate for up to 30 years.
2. The objective is to inform people about Rate My Roof and the benefits of solar power. Tracking how many people download and use the tool can be tracked.
3. The target market is the homeowner in the Australian population, but the ad said it started being used in the United States, too (called Project Sunroof).
4. The ad wants the viewer to use the online tool to “put a value” on their roof and then understand the importance of using solar power, to then go an switch over to solar power.
5. Value Proposition: This online tool seems to be unique as the only tool to measure dimensions of a roof in this format. Using this tool will allow the customer to “put a value” on their roof and see how much solar power their roof can generate for up to 30 years. This will save them money in the long run.

 

BGH— My Home is an Oven

https://aef.com/ad-campaigns/bgh-my-home-is-an-oven/

1. The ad starts out with a beautiful sunrise over the city, but with kind of eerie, serious music playing. This evokes curiosity as to what this ad will be about. “Homes that have the most exposure to sunlight, turn into actual ovens.” This can evoke feeling of actually being in a home in which it is so hot.  BGH Air Conditioners is the focus of the ad and is presenting their website:  com.  In partnership with the Buenos Aires Ministry of Urban Development and Google Maps technology, they developed a software program to measure the sun’s impact on every home in the city. Log onto site and put address in and residents can calculate how many hours their home was exposed to sunlight. The total hours are then calculated towards a discount toward the purchase of a BGH air conditioner.  The longer the exposure, the bigger the discount. Turned more than 49,000 “ovens” back into homes. Knowing BGH could help the viewer’s home become more comfortable and they would get a discount, evokes relief.
2. The objectives are to make viewers aware of the website, the new software tool and for them to use it to measure their own home’s sunlight exposure. Then to use the discount to purchase a BGH air conditioner. The visits to the site and calculations can be tracked as well as the purchases.
3. The target market is a homeowner that is exposed to much sunlight.
4. The ad wants the viewer to visit the website, calculate the sun exposure, realize the “great” discount, and purchase a BGH air conditioner. The homeowner will save money and be more comfortable in their home.
5. Value Proposition: BGH’s unique software program to calculate sun exposure and then from that calculation, buying BGH’s brand, the discount will apply.