Colour copyrighting is when a brand copyrights a certain colour related to their brand so none of their competitors can use the same colour. This also applies to sound, visuals and colour combinations. The copyright covers the brand so no other businesses in the same field of products (e.g. soft drinks) can use the same colour red that is used within the Coca Cola branding.
For example, the ads below show hues of red overlaid during the video ad as well as having key features of the ad being the same Coca-Cola red such as the brothers shoes, shirt and headphones.
Additionally, in this advertisement the singer Beyonce is seen wearing a Coca-Cola red dress on a red background with the branding. On the dress it also features the famous white curve that is seen on the bottles and cans of the drink.
I love the copywriting for cards against humanity as it is witty, funny and draws in the customer. Their whole website is one large advertisement that both insults you but makes you laugh through the pain.
I like this copywriting because the slogan of “get in, work out” is very catchy but also they add in comedy into their advertising and website. This creates a very inviting feeling to the customer which then persuades them to use their gym.
I like this advertisement as it hates on the amount of technology toddlers and young children are exposed to but does it in a subtle way. I like how they used actual play dough to model and shape the graphics for this ad.
What is brand engagement?
Brand engagement is the process of forming an emotional or rational attachment between a person and a brand. For example, the company Tummy Tea encourages buyers to post photos of themselves with the product to get a chance to be featured on their Instagram page. This creates more promotion for the company as it draws in more customers. Also, the company uses advertising much like this one which draws in the customers to see what their product is all about.
For my product, I would use online advertising like this:
This ad would be posted on Instagram and shared from that platform onto Facebook & Twitter. This way more people can view the ad and can be shown to more potential customers.
I liked this advertising as it was funny and relatable to their target audience of beer drinkers in the UK. I liked how they used the coasters and the online hashtag of #ChangBeer.
I liked this advertising as it was comedic yet serious and is a recognisable brand and campaign to all Queenslanders. It has a great message and is enticing to young people while watching.
This was good advertising for the shopping center as it is bright & bold which creates an inviting space for families and young people to come and enjoy their time.
The Disney Parks collaborated with the make a wish foundation to help raise money for cancer research though the hashtag #ShareYourEars in an attempt to get people online and sharing photos of themselves in their Mickey Mouse ears.
- Girls Make Your Move – #GirlsMove
Australian Government encouraging health and fitness for teenage girls.
Australian government raising awareness of domestic abuse.
USP, or unique selling point, is how brands appeal to customers to choose their product over the competitors. Below are 5 of the top Australian brands and their USP’s.
- Telstra – USP: “Largest Provider of telecommunication services in Australia” Tagline: “It’s how we connect“.
- Woolworths – USP: “Bringing middle class products into working class homes” Tagline: “The fresh food people”
- Commonwealth Bank – USP: “Approval of personal loans within the same working day.” Tagline: N/A
- Coles – USP: “The most advanced yet affordable Australian supermarket chain which is ‘Helping Australia Grow’” Tagline: “Quality food costs less at Coles”
- Rio Tinto – USP: “World leader in finding, mining and processing Earth’s resources” Tagline: N/A