Strategic Copywriting
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Ng Ee Chyn 0344762
Bachelor of Mass Communication
Strategic Copywriting
Week 2 -Week 9
My name is Ng Ee Chyn, 0344762, I’m a Bachelor of Mass Communication(Honours) in Advertising and Brand Management. This is my fourth semester which is also my second year of online study in Taylor University. The purpose of me to create this blog is to deeply learn more about Strategy Copywriting topics by finding some interesting advertisements to express my opinion, copy ideation every and reimage copy every week. During this learning process, this could make me more understandable and able to recap every week's lecture topic. Therefore, I hope I'm able to improve myself and neutralize any challenges ahead.
Source: Pepsi commercial (1950)
OpinionIn my opinion, Pepsi has been using the perspective of younger generations as their strategy. Consider the favor and style of youth and create a similar environment to attract its consumers.
Copy Strategy
Pepsi is claiming itself as a drink for youth. Unlike other isotonic drinks, they are the young and fresh generation that always stayed loyal to the youthful. Exhibiting trendy, cool and fun making Pepsi looks like a freshman that suits the youngsters’ favor. Grabbing the attention of their consumers that Pepsi will never get old no matter how many generations have passed. The first-ever ad by PepsiCo was created in 1893, using white, blue and red which is the colour of youth in America. As in the advertisement, dancing, singing, and clubbing were used to work with the bandwagon effect. Using the phrase “ go get Pepsi” and asking the question “ why take less when Pepsi is best? ” to preserve the pride of youth.
Reimagined Copy
Headline: Youth will never die.
Body Copy: Don’t let old age be an obstacle, return your youth to yourself just like Pepsi!
Call-to-action: What are you waiting for? youngsters!
References
Tatiana Swedek. 2013. Analyzing an Advertisement: Pepsi Then & Now. [online] Available at: <https://analyzemedia.wordpress.com/2013/10/29/analyzing-an-advertisement-pepsi-then-now/>.
References
Tatiana Swedek. 2013. Analyzing an Advertisement: Pepsi Then & Now. [online] Available at: <https://analyzemedia.wordpress.com/2013/10/29/analyzing-an-advertisement-pepsi-then-now/>.
Opinion
In my opinion, this ad is to motivate us to conquer our fear. We must always have fate in ourselves and others, believe in that certain thing. Eventually, brightness will always create a pathway for you.
Copy Strategy
The type of Headline in this ad is related to emotional as in leadership. The strategy of such a headline is to encourage its consumers to be confident and believe in something. Fulfill your role, accomplish your target with your all. Do your best even if it looks impossible. The purpose of this ad is to bring up a society of positive people, fill up their guts to face any risks and challenges ahead. By gaining the mood of consumers, the products will be seen as a blessing to motivate its consumers to do their best.
Reimagined Copy
Headline: What’s the point of giving up if you never give your best.
Body copy: Conquer your fear with your dream, make the impossible become possible. Believing in yourself is the key to success.
Call-to-action: Never give up.
References
Weber, I., 2018. 11 Emotional Advertising Examples Most Used by Brands. [online] Creatopy Blog. Available at: <https://blog.creatopy.com/emotional-advertising-examples/>.
References
Weber, I., 2018. 11 Emotional Advertising Examples Most Used by Brands. [online] Creatopy Blog. Available at: <https://blog.creatopy.com/emotional-advertising-examples/>.
Opinion
In my perspective, the body copy has clearly stated the benefits and quality of the shoe directly. It is a very straight up ad which allows the consumers to think effortlessly without any confusion. Exhibit the full potential of the product with ease, even I would have been attracted to it easily.
Copy Strategy
The type of Body Copy of this ad is Straight-line, which is a direct order in sequence. Telling its consumers about its full potential, showing purely positive functions about their products. With such an amount of benefits being listed, the products will easily become flawless inventions. Any consumer would easily fall into the perfection of the product by only knowing its advantages, making them believe that Nike Sweet Classic High is an invincible product that fulfills any desire.
Reimagined Copy
Headline: If this is Cinderella’s shoe, then you are Cinderella.
Body Copy: Easy, steady, and comfy. Any obstacle or disaster would just be a piece of cake. High quality with detailed design and various options for you to choose from. Pick it up and walk towards the peak of life.
Call-to-action: Just Grab a pair
References
Baez, J., 2018. The Shoe Works If You Do. by Jessica Baez. [online] Thinglink.com. Available at: <https://www.thinglink.com/scene/1073358443701600259>.
Week 5 - Layout
Opinion
Based on my view, this is one of the best ads because it shows the products instead of saying it. As a consumer, we often prefer knowing the physical look of the product instead of just hearing it. Therefore, we will get to know what we actually need directly.
Copy Strategy
The type of layout being used is Mondrian layout, it refers to an ad using multiple frames to exhibit their product from various angles. From this ad, Accord Crosstour is perfectly exhibited without any dead angle. The consumers were able to see the whole structure of the vehicle, letting the consumers have a clear image of the products. The style, design, texture, and coolness will be nailed into the minds of consumers. As a result, the utter beauty of the product can be shown to their consumers and increase the impression for their image.
Reimagined Copy
Headline: Advance Civilizations.
References
Baez, J., 2018. The Shoe Works If You Do. by Jessica Baez. [online] Thinglink.com. Available at: <https://www.thinglink.com/scene/1073358443701600259>.
Opinion
Based on my view, this is one of the best ads because it shows the products instead of saying it. As a consumer, we often prefer knowing the physical look of the product instead of just hearing it. Therefore, we will get to know what we actually need directly.
Copy Strategy
The type of layout being used is Mondrian layout, it refers to an ad using multiple frames to exhibit their product from various angles. From this ad, Accord Crosstour is perfectly exhibited without any dead angle. The consumers were able to see the whole structure of the vehicle, letting the consumers have a clear image of the products. The style, design, texture, and coolness will be nailed into the minds of consumers. As a result, the utter beauty of the product can be shown to their consumers and increase the impression for their image.
Reimagined Copy
Headline: Advance Civilizations.
Body Copy: Brand New Accord Crosstour from Honda. Intense texture, advanced structure and modern design that will create an impressive atmosphere which suits your style perfectly.
Call-to-action: Vroom Now!
References
Rogers Thornton, M., n.d. mondrian ads - Google Search | Graphic designer ideas, Page layout design, Graphic design posters. [online] Pinterest. Available at: <https://www.pinterest.com/pin/220113500526625260/>.
Week 6 - Packaging
Opinion
According to my thoughts, Festina has reliable packaging. It just came as a bag of water as the packaging and directly proved the strength of waterproof of their products. We can easily entrust our money to such products due to its physical evidence. Unlike other products who only spread rumors which did not actually part of the functions of the products.
Copy Strategy
The packaging that Festina uses is literally the best evidence to prove their waterproof ability of their products. It comes with a pile of water in the package to exhibit that their products can withstand water under a long period or any moisture circumstance. In fact, they have the evidence to allow their consumers to believe in their products instead of wildly talking about the functions.
Reimagined Copy
Headline: Anywhere, AnyTime
References
Rogers Thornton, M., n.d. mondrian ads - Google Search | Graphic designer ideas, Page layout design, Graphic design posters. [online] Pinterest. Available at: <https://www.pinterest.com/pin/220113500526625260/>.
Opinion
According to my thoughts, Festina has reliable packaging. It just came as a bag of water as the packaging and directly proved the strength of waterproof of their products. We can easily entrust our money to such products due to its physical evidence. Unlike other products who only spread rumors which did not actually part of the functions of the products.
Copy Strategy
The packaging that Festina uses is literally the best evidence to prove their waterproof ability of their products. It comes with a pile of water in the package to exhibit that their products can withstand water under a long period or any moisture circumstance. In fact, they have the evidence to allow their consumers to believe in their products instead of wildly talking about the functions.
Reimagined Copy
Headline: Anywhere, AnyTime
Body Copy: No matter if it is on land or underwater, the time will always move.
Call-to-action: Get your own waterproof watch now!
References
Sanchez, J., 2013. Festina Watches - Divers Watch in Water Packaging. [online] Thedieline.com. Available at: <https://thedieline.com/blog/2013/6/13/festina-watches-divers-watch-in-water-packaging.html?>.
Copy Strategy
The type of mail being used is direct mail, they send a unique card which is like an origami letter that allows their customers to craft a vehicle by using the card. This way can exhibit the compassion and thoughtfulness of their service towards their consumers. In fact, they were able to deliver their message while being able to keep a close relationship with their consumers through such entertaining mail. Eventually, their customers will get to know the new location of the showroom and have a better image towards their services.
Reimagined Copy
Headline: New location for our showroom!
References
Sanchez, J., 2013. Festina Watches - Divers Watch in Water Packaging. [online] Thedieline.com. Available at: <https://thedieline.com/blog/2013/6/13/festina-watches-divers-watch-in-water-packaging.html?>.
Week 7 - Direct Mail
Opinion
In my opinion, they are doing a passionate job by alerting their customers that they are changing their showroom location. Instead of notifying their consumers with email or SMS, they used an extraordinary way which is a foldable 3D card that allows the customers to receive the information while being able to do some handcrafting.
Copy Strategy
The type of mail being used is direct mail, they send a unique card which is like an origami letter that allows their customers to craft a vehicle by using the card. This way can exhibit the compassion and thoughtfulness of their service towards their consumers. In fact, they were able to deliver their message while being able to keep a close relationship with their consumers through such entertaining mail. Eventually, their customers will get to know the new location of the showroom and have a better image towards their services.
Reimagined Copy
Headline: New location for our showroom!
Body Copy: We are here to inform our beloved customers that our showroom has been moved to other locations. We wish you a joyful day and hope you can visit us anytime soon!
Call-to-action: Come and visit us!
References
Gerali, A., 2010. Behance. [online] Behance.net. Available at: <https://www.behance.net/gallery/672476/Were-moving>.
Opinion
In my opinion, Coca-cola has humanity. What they think isn't just competition but they actually have compassion and sympathy towards our society. They rather create a warm and comfortable world than compete against the rest of the society.
Copy Strategy
Problem: The white woman decided to share cold Coca-cola drink to the Muslim women who are thirsty and tired.
Pain: The Muslim woman has missed the bus, therefore she has to walk herself under hot weather. It was tiring for her because she was fasting.
Prescription: To quench thirst and satisfy your throat, Coca-Cola is the best beverage you could get to conserve your hydration.
Pivot: I am a fast food lover but carbonated drinks aren’t healthy for our body. Fortunately, Coca-Cola has released a diet coke that is made out of aspartame instead of sugar which supports my health.
Positioning: You might think getting a rest and drinking water is enough but that doesn’t mean you will get enough energy to face your day, your body needs sugar to provide energy. Therefore, a can of Coca-cola is the solution that you needed.
Product: The best way to refill your hydration is to get a cold and icy Coca-Cola which can easily satisfy your thirsty throat.
Reimagined Copy
Headline: Share taste, share love.
Body Copy. What makes us unites isn’t just cooperative but having the same thoughts is the key. Some people might just have a terrible day and it is really unfortunate for them. By just sharing a bottle of Coca-cola, you could actually rekindle the day of that person.
Call-to-action: Spread Love
Week 9 - Radio or TV Copy
References
Gerali, A., 2010. Behance. [online] Behance.net. Available at: <https://www.behance.net/gallery/672476/Were-moving>.
Week8 - 6Ps of Advertising
Source: Coca-Cola Sunset
Opinion
In my opinion, Coca-cola has humanity. What they think isn't just competition but they actually have compassion and sympathy towards our society. They rather create a warm and comfortable world than compete against the rest of the society.
Copy Strategy
Problem: The white woman decided to share cold Coca-cola drink to the Muslim women who are thirsty and tired.
Pain: The Muslim woman has missed the bus, therefore she has to walk herself under hot weather. It was tiring for her because she was fasting.
Prescription: To quench thirst and satisfy your throat, Coca-Cola is the best beverage you could get to conserve your hydration.
Pivot: I am a fast food lover but carbonated drinks aren’t healthy for our body. Fortunately, Coca-Cola has released a diet coke that is made out of aspartame instead of sugar which supports my health.
Positioning: You might think getting a rest and drinking water is enough but that doesn’t mean you will get enough energy to face your day, your body needs sugar to provide energy. Therefore, a can of Coca-cola is the solution that you needed.
Product: The best way to refill your hydration is to get a cold and icy Coca-Cola which can easily satisfy your thirsty throat.
Reimagined Copy
Headline: Share taste, share love.
Body Copy. What makes us unites isn’t just cooperative but having the same thoughts is the key. Some people might just have a terrible day and it is really unfortunate for them. By just sharing a bottle of Coca-cola, you could actually rekindle the day of that person.
Call-to-action: Spread Love
Source: Oreo- Life's Sweeter Together
This TV ad is short which only used 14 seconds but it was sweet and meaningful because the young boy accidentally hit his brother's eye while playing basketball. When they are sitting in the dining room, the young brother tries to make some fun with oreo to break the atmosphere, and his brother laughs. They are brothers, at the same time they are like best friends.
Copy Strategy
The type of TV ads being used was a problem and solution. At the beginning of the video, the little brother accidentally had a conflict with his elder brother. However, they do not have any choice but to eat their meal together while remaining angry. Fortunately, there’s an oreo which was used to make fun of his elder brother’s swollen eye and able to resolve their conflict. This ad exhibited oreo isn’t just a cookie but also a problem solver. Instead of just tasting regular cookies, oreo is actually something that can bring joy to someone’s life.
Reimagined Copy
Reimagined Copy
Headline: Orea is the area of Smile
Body Copy: Tasting the similar joy can lead to similar happiness, create a strong bond between your family through sweet and joyful cookies.
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