Students will produce an individual report in response to an advertisement example (provided by the lecturer). The report will use conceptual framework tools to outline the ideas and principles underpinning the advertisement’s establishment (including brand objectives, category, media channel, and the cultural environment) and to develop recommendations (including finding one key insight and an advertising opportunity) that will inform the consumer proposition (USP/WIIFM?).
Background of Oporto and its competitive market
It is important for one to have a brief history of the company under analysis. Oporto is a fast food chain within the country in the food industry. This is one of the most competitive market as compared to the other markets. The market has been considered on of the most volatile markets since the market shares among the competing companies can easily change due to factors such as advertising. The market is also extremely competitive due to the existence of unlimited food choices for the customers. Oporto was founded by a Portuguese backpacker in the year 1986.1 He wanted to experience a home cooking experience while he was away from his country while overseas.2 The company since then as significantly grown from a place which was earlier perceived to be a family and friends good food joint to currently being owned as a subsidiary of quick Service Restaurant Holdings. In Australia they have 160 branches in ship stores, drive thrus, and at fast food outlets.1 This has made the fast food one of the renown fast foods in the country. In the year 2007 they embarked on a new advertising campaign that was deliberately tongue in cheek, edgy and sassy.
The ad campaign aimed at promoting their burgers and they had the best strategy for the campaign. The appearance on the ad was amazing making the viewers of the ad salivate. In this report different aspects of the ad will be analyzed in order to clearly deliver an effective report. From reviewing more on Oporto’s campaign, it is possible to identify the target customers of the ad. The ad targeted mostly take away customers. These are mostly those customers who normally purchased the burger but carried it home for consumption. This is evident from the campaigns slogan, “Go home with something Hot for a Change”. In most cases, buying food in a fast food joint, one is expected to consume the food immediately in most cases since the long it takes before consumption it tends to lose its taste. The campaigns challenge this notion by clearly implicating that it is possible for you to go home with the Oporto’s burger home and still have it hot. After reviewing the ad also, it is comfortable to say that the ad hardly offends anyone sine the language used on the ad is not offensive by any chance. The used words are having a humor taste which makes one feel the craving of needing to buy and eat the burger, specifically take it home first. Also, it is important to address ethics in relation to campaign. The ad can be termed as an ethical ad since it is in line with the moral code of the public since it does not directly challenge any other fast food joint in the industry or interfere with any person’s ethical codes.
Analysis of Oporto's ad campaign
Understanding the competition Oporto campaign faces is important in analyzing the significance of the campaign. The two major competitors being Zombrero and Dominos who also have launched different campaigns that wee will use in the comparison.
From a look at both ads it is possible for one to identify the different perspectives each company has regarding their ads nature.
From the slogan used in the advert it is possible for one to identify the customer targeted by the fast food. The highest percentage of consumers who carry food home are normally between the age of 16 -25 years. This provides use with the age bracket targeted by Oporto. The consumers targeted by the company in most cases are university students and the newly employed workers. This means that the company has managed to target a larger consumer area since the population between the age bracket falls under the largest consumers of fast foods in the country. People between this age hardly cook at home hence prefer having something that is already ready for consuming.3 With this in mind most fast foods try to cover this gap but with Oporto’s ads campaign, they have managed to capture a scope many other competing companies fail to deliver.
MASLOW – Hierarchy of Need
Oporto Ad – in relation to the Maslow’s hierarchy of needs, the campaign captures to important parts within Maslow, these are, the physiological needs; food and the love and belonging level which involves friendship and family. This is evident with the emphasis on taking home what you get from Oporto. This ad clearly gives one a homely feeling, the sense of having somewhere you belong. From the analysis it becomes possible for one to relate the two levels. In comparison to the other ads, Zombrero also covers the physiological needs since the ad also entails food but instead of covering love and belonging, they capture on self-esteem. From their ad, the capture achievement, and confidence of performance hence giving a different view as compared to Oporto. For the final comparison with the Dominos also capture physiological needs with it also covering the taste of food. It also digs deeper to another level which is safety and security, the ad advocates for healthy eating as well as affordability of the food.5
From the analysis I is possible to vie all the ads in a different perspective in view of the Maslow – Hierarchy of needs.
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Score = 5 good
1 less good
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Oporto Ad provided
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Zombrero
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Dominos
|
|
Relevant
|
4
|
2
|
4
|
|
Original
|
5
|
3
|
4
|
|
Impact
|
5
|
2
|
3
|
|
Total/15
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14
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7
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11
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Comparison with competitors in the industry
All the ads score a different score regarding the comparison used. In relation to relevant it Oporto has a well-established origin which makes it stand out since within the ad it manages to incorporate the feeling of home within it. In elation to origin it also manages to stand ou among all the other ads in the comparison and finally the impact, this is the feeling one has after seeing the ad. From as survey of how different people react to the ad it is evident that the minute one sees the add they are craving to taste it.
Comparing the three ads in relation to the Vaughn FCB Grid we are able to identify here all the ads fall.6 For instance, Oporto falls between high involvement and feeling. This is under the category of feel – learn – do. For the other ads Zombrero falls between thinking and high involvement which is the learn feel do while finally domino falls under the fourth quadrant between feel and low involvement.
After the well analysis of the Oporto ad it is important to clearly understand the product being advertised. This is because with all these ads the company needs to retain its customers and incase the product does not meet the standards covered in the ad. First the product has already been identified as a burger then the most important part is the rate of consumption, the ad has clearly captured the different ingredients making up the burger hence giving the consumers information regarding the different foods making the burger. This builds trust between Oporto and its customers. This is such a communicative approach while designing the ad. Also, burger on the ad makes you want to have one immediately you see it in the cover of the ad. This feeling manages to convince so many consumers in to buying the burger. This show the time taken in the preparation of the product.
From Oporto’s ad one can identify a slight thing that may have significantly impacted the level of communication the advertisement delivered. Building on the same ad personally I would introduce a price tag. This would greatly impact the ads analysis on the Maslow’s hierarchy of needs. The introduction of this aspect within the ad would bring about safety and security hence influencing a larger market share.
The sight changes would move Oporto on the Vaughn FCB Grid from its current position to a higher level as the feeling will increase as well as the involvement levels.
A chance in the company would mean the introduction of multiple things, this would include the financial pricing of Oporto’s product, since the target market of its consumers has been stablished, having fair prices would significantly help the business gin a much bigger market share.
References
- Huntley R. Eating Between the Lines: food & equality in Australia. Black Inc.; 2008.
- Hunwick H. The Food and Drink of Sydney: A History. Rowman & Littlefield; 2018 Mar 22.
- Del Giudice T, Pascucci S. The role of consumer acceptance in the food innovation process: Young consumer perception of functional foods in Italy. International Journal on Food System Dynamics. 2010 Jul 15;1(2):111-22.
- Yang S, Lu S, Lu X. Modeling competition and its impact on paid-search advertising. Marketing Science. 2013 Oct 24;33(1):134-53.
- Einstein A, Addams J, Roosevelt E. Maslow's hierarchy of needs.
- Cheong HJ. REVISITING AN ADVERTISING THEORY: THE FCB GRID IN THE 21ST CENTURY. InAmerican Academy of Advertising. Conference. Proceedings (Online) 2017 (p. 157). American Academy of Advertising.
