Unit 20 - M1: Evaluate different cross media advertising campaigns for consistency of message

BT Sport - Take Them All On Campaign


The BT Sport 'Take them all on' advertisement campaign used both digital and print advertisement in their campaign. The digital campaign included a twitter hashtag as well as a TV/Internet advert, where as the printed advertisement campaign used media products such as newspapers and billboards advertisements. Across these two areas of the campaign there is a consistent message, that is that by purchasing the BT sport package you can get access to all different types of sport in one place.

There are several techniques that BT have used to keep the message consistent across all the media in the campaign. For example the Font and colour scheme has been kept very basic but is easily identifiable as part of the Bus advertisement. Personally I don't believe the lowercase simple none serif font choice is the best that BT sport could have used in their adverts, however BT is already a massively successful business so if the campaign is to simple it won't really show as an issue for them. 

The text is in a lowercase non serif font and is coloured in white, which i think contrasts well against the purple background. This is kept the same in the other ads in the campaign such as billboards and also at the beginning and end of the BT sport online ad.

The slogan 'Take them all on' is simple but addresses the overall message of the campaign in a very effective way. the simplicity of the campaign relates to the simplicity of BT sport itself suggesting that after one quick purchase you have all the sport you could want, this relates to the imagery used which shows famous athletes performing sports they do not usually do. the words 'Take them all on' suggests that by purchasing BT sport they are 'Taking On" all the sports.

Print:

The print products used in the BT advertisement campaign included newspaper ads, match day programmes and also billboards/public transport designs.

Within print media advertisement you are restricted because there is no animation/video and there is no audio to aid your advertisement. They therefore have to engage the audience through the use of interesting and eye catching imagery showing Athletes in unfamiliar sporting environments. Unfortunately BT haven't done this as effectively as they could have done. They have used a very basic, lowercase font rather than using a larger San-serif font with uppercase lettering. This would be more likely to catch the eye of potential passersby and readers because its bolder and it stands out to the viewer and makes them want to read it. The purple is also basic however, purple is the main colour of BT sport and it helps the audience to identify which company the ad is from. 

However I do believe there is a smart idea behind the print media products that BT has created as they merge two different sports into one using athletes from one sporting area in another.  They present the message that all sports are available in one place. It is more aesthetically pleasing to people viewing the ad and also interesting/eye catching to attract them more as it will make them take a second glance to try and figure out what is happening in the image. 

Digital Approach:

I would argue that the digital campaign was a much stronger approach of the 2 options in comparison to the print side of the campaign, I believe that it engaged the viewer on a deeper more immersive  level.

The overall campaign was launched on TV and on social media. The first advertisement displayed a 9 year old girl who was crazy about sport. The ad starts with the young girl watching champions league football but she is told she will be late for school, throughout the day she imagines herself to be taking part in a range of sporting competitions, all of which can be watched using the BT sport package. The ad is well edited and aesthetically pleasing to the audience, the editing was smooth and consistent throughout making a more enjoyable viewing experience. 

This ad is good for appealing to the audience as it involves so many different sporting events. it also helps to break the stereotype and stigma the surrounds sports channels that females don't enjoy the channel and aren't involved in sport, they have done this by using a female as the lead character. This shows that sport is for everyone which is an important message and will consequently result in an increase in profits. This received a great response from many female sports fans/athletes.

The advert made it onto social media trending with '#TakeThemAllOn' being tweeted by the athletes in the advert which spread awareness for the ad and helped it reach a larger market due to there large follower base. 

Unit 21 - M2: Identify Potential Client Questions & Amend Pitch

A Casual State of Mind - Pitch to My Peers

How I think my pitch went. 

Overall I thought that the delivery of my pitch was good and i spoke with a clear and load voice. However, there is definitely some areas that I can improve on. One area of my presentation delivery that I was happy with was my constant addressing of the group and not just looking down reading from a screen. This helps to make my presentation feel more engaging and interesting.

An aspect of my presentation delivery that I think it is very important to change is my body language. I am very obviously way too casual by sitting on the desk with my feet up on the chair. I need to be more formal and aim to maintain better and more professional body language when delivering my pitch to the moderator. However I think that my casual and more laid back body language was down to being in my classroom environment with my friends. This would be 
completely different if I was presenting to an actual BBC representative in a formal environment. I know that if I maintain this poor body language I would not be taken seriously and my idea and creative thinking would not be considered for production. 

The Questions I Was Asked 

What is the aim of what you are trying to show to the audience?

My aim is that of surveillance, it allows the higher class audience see how the working class live and it also allows people to see what it is like to be a football hooligan and experience the violence through the series.

What is your USP?

The USP for my program is that football hooliganism has only ever been expressed in a film format so the unique part of my idea is the TV/series style with episodes and more depth.

How would you deal with budgeting when involving football games?

After doing research into other films of this nature they very rarely show the game and just show the before and after shots of the game. so permissions and filming payments don't need to be done.

Will the time frame have an impact on your budget?

The time frame may have an impact on the shows budget because of the background set, props, costume design/research and removal of modern things in post. this means that the budget will have to be lowered on other sections of the show, this has been done with the casting being younger actors so pay is not required to be as high. Most of the scenes are also filmed in the street and natural settings so a large set doesn't need to be made and finally this show will have next to no SFX which means the cost for post production will be less.

Will there be an issue with using official names like Leeds United in your program?

Yes. There will be an issue with the use of official team names and merchandise however, my way around this issue would be the use of a fictional club name for example Leeds United being the official name i could use Leeds City Football Club.

Do you think that, because this isn't as much as an issue now, that people will be able to relate to the characters?

No, I think that although the audience will not be able to relate to the characters involvement in football violence they will however be of the same age and likely gender so the will experience some of the same issues that the characters will face in there lives.

Do you think there is a problem with female representation in this show?

Yes partially i do, however the target audience for my film is primarily male that is who i am trying to represent. If I was to create a media piece to accommodate to every target audience and represent everyone then the story would suffer and the show wouldn't be as good.

Do you think it could cause back lash because of the transgressive subject?

No, there is hundreds of shows/ films based around transgressive subjects that receive no back lash many revolving around more serious or relevant issues than this one as football violence has somewhat died out.