Firstly, it allows me to assess what company advertisements already exist and the message they communicate to their audience. And secondly, it allows me to identify the type of media used to deliver the message, and if this choice of media has any limitations.
It is my belief that by assessing the existing advertisements for MOO I will be able to identify a gap in their current advertising strategy that can be exploited by my campaign.
After browsing the internet looking for MOO's current advertising campaigns I realised that they currently predominantly make use of digital, video based adverts, with only one print based campaign I could find. Although these digital adverts can be shown across a range of platforms, I think that it is strange that a print based company doesn't have more print based advertisements.
By accessing the MOO.com Youtube page I was able to get access to all of the current digital advertisement created for use in both Europe and the US. The videos, still images from the videos and my assessment of the advertisements is featured below.
WHY BE ORDINARY
The first advertisement I reviewed is the 'Why Be Ordinary' video, which has been created for use in both Europe and the US. For this reason, the video and its written contents have been translated into a number of languages.
The message communicated in the video is that of not being ordinary, and standing head and shoulders above your competition, a relevant message which translates directly to the world of business, in which MOO's target audience lies.
To communicate the message, the advert uses a simple yet effective method, using a students science fair rocket competition to visually illustrate how MOO customers stand out head and shoulders above their competition.
SAY HELLO WITH MOO.COM
The next advert i analysed was the 'Say Hello With MOO.com' advert, designed specifically for use within the USA.
The message communicated in this video is simple and lies with promoting MOO's innovative print process, available finishes and unique nature of the product produced.
To communicate the message, the advertising team behind the video have chosen to visually illustrate MOO's print process using a humorous parody of the different stages of production. All aspects of the process, from the machines themselves to the rolls of paper used in the press, have all been ingeniously crafted using paper and cardboard, acknowledging the creativity inherent to the company and its customers.
CARROT THE CAT OF MANY MUSTACHES
The next video that I reviewed as part of my project research was the 'Carrot The Cat of Many Mustaches' advertisement.
Alike a lot of the digital ads created for MOO, the video takes a lighthearted and humorous approach to promoting the company and the products they create which helps to acknowledge and strengthen the companies brand identity.
This advert again communicates the message that a MOO business card can help a business stand out from the crowd, choosing to visually illustrate the concept in a lighthearted fashion by placing famous mustaches in front of Carrot the cats face.
Cleverly, the mustaches are printed on the small business card variation the company produce, essentially promoting their product simultaneously.
MOO FOR BUSINESS
The final advertisement I assessed as part of my secondary based research was the 'MOO for Business' advert, which was one of the companies earlier digital advertisements.
Compared to the other advertisements, which visually illustrate in different ways the beneficial effect having a MOO business card can have, this advert takes a slightly different approach, choosing to illustrate the business focused nature of the company and the simplicity of the creation and ordering process.
To communicate the message, the advertisement usilises illustrative animations that fit directly within the constraints of the MOO brand guidelines previously reviewed as part of the project research.
- All adverts are digital, NO PRINTED PROMOTION.
- Gap in current campaign that can be exploited.
- Messages communicated all revolve around originality and standing out from your competition.
- The tone of voice is always playful, lighthearted and humorous.
PRINT BASED CAMPAIGN
The only print based campaign I came across was the collaboration MOO did with Robert 'Supermundane' Low, in which a series of flattering postcard sized advertisements were created to capture the audiences attention with a compliment.
The promotional campaign uses Supermundane's vibrant artwork to capture the audeinecs attention and deliver the complementary message, simultaneously making them feel good and provoking them to visit MOO.com.
The images below document the campaign and postcard designs produced for the campaign.