UNIT 1 PRESENTATION OF CASE STUDY

Audience Research

The overall advert got the viewer thinking about the product more, but none of them seemed to understand the aim of the ad and it had the writing above the KitKat bar.

ASA Legal and Ethical Issues

The initial advert comes across as surprising and unexpected. When you first look at it you just think its a normal KitKat advert with a picture of the bar on it, it takes a few looks to realise that the advert is taking a slight joke and advertising the KitKat like a brand new version of a mobile device. When initially looking at the advert it isn't clear that it is advertising KitKat's partnership with Android and that its advertising Androids new operating system called KitKat.


The initial representation of the advert is that its adverting KitKat but it really isn't clear that its trying to promote Androids new operating system named after KitKat. I would say that the viewer can tell that it isn't a normal regular KitKat advert but the viewer really has to search further into the advert if they want to understand the point of the advert and why its being promoted like a mobile device.
Repeat viewing of the advertisements I think would get the viewer interested and want a KitKat but I dont think it would help the viewer to understand and grasp what its advertising. I feel the advertisment relies a lot on further research or knowing about Android and KitKat.
I think the one major legal issue that its falsely advertising the KitKat as mobile device but I think most viewers would already know that its a chocolate bar and not a mobile device. Another issue is that its not clearly say what its adverting and or promoting. The Ethical issues with the product that it isn't healthy and its quite rich with sugar and fat but they get around that by saying to have it while your on a break to enjoy yourself and not to have it in big consumptions.
The advert for the campaign is a lot more clear to the viewer about Android and KitKat and the partnership between them. The music used in the advert isn't recognisable or a well know song, meaning they have probably done it themselves or hired someone, meaning they would have to have a license for the music and copyright it.

Advertising Agency Profile

JWT was founded in 1864 by William James Carlton it was then purchased in 1878 by James Walter Thompson and renamed The James Walter Thompson Company. The company was then acquired by WPP Group in 1987. WPP is a British multinational advertising and public relations company. It is also a Public Limited Company (PLC) which allows people from the public to buy shares of the company. In 2005 the name was shortened to JWT.
JWT has 200 offices in 90 countries including the United States, United Kingdom, Singapore and has around 10,000 employees. None of there departments work on a specific advertising campaign but they do share advertisement campaigns over offices in different countries like the UK and Germany offices for the KitKat Android campaign.
JWT advertisements clients range from all different companies and products. JWT clients include various companies from food, car, phone, banks and many more,  JWT also advertise similar products that they have done before with some of them being rival companies for example Kellogg's and Nestle. JWT is a big established advertising agency with offices located all over the world meaning they can cover all types of advertisements and languages and it makes it a lot easier to get and make a global campaign. With JWT's main office being in New York the main and local competitor is BBDO, BBDO covers advertisement but more so in video and TV adverts.

Understanding How Advertising is Distributed and Promoted

JWT's Kitkat Android advertisement campaign has a strong involvement on Youtube with adverts and competitions. For the Nexus 'Have a Seat" competition they put up several billboards advertising the competition located in different places in Amsterdam and Utrech Germany. The billboards where located in very populated parts of the citys where people of the public could clearly see them and read them, like next to high street shops, bus stops and in the center of markets. The locations of the billboards are in high dense areas that have people walking and driving past them constantly so I would assume It cost them quite a bit to advertise on the billboards since they where in busy areas.

KitKat also changed there packaging to promote the campaign making it easier for the consumer to know about it and the packaging also had a search Android KitKat on the internet to give the consumer more information.



The print advertisement promotes KitKat as a mobile device like all of its other advertisement but it includes written information unlike there other advertisements.  It givers the viewer more information about it but still does not identify that it is a partnership with Android.






KitKat's Facebook and Twitter feeds where filled with posts advertising Android KitKat promoting the viewer to search 'Android KitKat' on the internet.

The campaign was overall international with UK and US packaging getting changed to packs with the Android logo on them, plus there website adopting the promotion as KitKat as a new mobile device and the social media and Youtube adopting the campaign as well. Also with the competition 'Have a Seat' to win a Nexus 7 being only used in Amsterdam and Utrech Germany.