Conor Cunningham P3, P4, M2, D2
LEARNER ASSESSMENT SUBMISSION AND DECLARATION
Learner name: Conor Cunningham Assessor name: E.Boyle
Issue date: 11.11.16 Submission date: 02.12.16 Submitted on: 02.12.16
Programme: BTEC Level 3 Extended Diploma In Business
Unit: 9
Assignment reference and title: Creative Product Promotion
Task ref. Evidence submitted Page numbers or
description
Task 3 P3, P4, M2, D2
Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced
any sources used in the work. I understand that false declaration is a form of malpractice.
Learner signature: Conor Cunningham Date: 02.12.16
Task 3
Prepare a report:
Explain the role of the advertising agency in this campaign to include:
o services offered
o types of media used
o criteria for media selection
o role of the internet
Explain the reasons behind the choice of media used in the campaign
Explain the advantages and disadvantages of using a professional advertising agency
to ensure the success of a promotional campaign
Evaluate the national marketing campaign you have researched
This provides evidence for P3, P4, M2 and D2.
,Conor Cunningham P3, P4, M2, D2
Introduction
As part of their business expansion, Electric Ireland wanted to grow market
share in the island of Ireland. To do this, they needed to establish a strong
presence in the residential electricity market in Northern Ireland, launching in
September 2015.
Electric Ireland launched a campaign in September 2015 which proved to be
very successful. For this campaign, Electric Ireland had the choice of different
advertising operations.
They could have chosen in-house advertising which is all advertising and marketing carried
out by the company themselves. This would have allowed Electric Ireland to retain total
creative control over the ways in which their services are marketed and can prove cheaper
than external advertising services. On the other hand, the creative scope and visibility of ads
can suffer without the outsider’s perspective and professional contacts provided by an
external agency.
Electric Ireland also could have chosen ad-hoc advertising which is hiring an external
advertising agency to carry out some marketing and the business carrying out some
marketing themselves. This would allow them to make decisions and get to determine a lot
of the details on how things will run. However, there may be conflict regarding what the
company does and what the external agency does.
An Advertising Agency is a service provider that works for clients to create an effective and
goal oriented advertising campaign aimed at representing the Company positively in the
eyes of its target customers. Electric Ireland chose to use a professional advertising agency
called Cawley Nea / Tbwa based in Dublin as this agency would have in-depth knowledge
and skills in relation to marketing and advertising their business and would have excellent
negotiating muscle with the media. It would also coordinate advertising and marketing
more effectively which would help achieve the business objectives of the campaign which
were to;
• Generate brand awareness of the Electric Ireland brand, which was low to non-
existent in Northern Ireland
• Drive sales through a supporting Direct Response campaign
• Increase number of direct debit customers in NI
• Leverage existing UTV weather sponsorship
Cawley Nea \ TBWA's response aimed at creating a memorable campaign which would help
build an emotional connection with the people of Northern Ireland and Electric Ireland.
Their ambition was to drive awareness with a brand advertisement and drive sales with a
strong direct response campaign and it is clear that the ambition from the advertising
agency links very closely with the promotional objectives of Electric Ireland.
‘A happy story’ was the recommended creative route from research focus groups which
were carried out in several locations in Northern Ireland with different demographics,
across both communities, direct debit customers and pre-pay customers.
, Conor Cunningham P3, P4, M2, D2
The focus groups gave Electric Ireland some real insights into NI and they knew that they
needed to demonstrate the following in their campaign:
• Awareness – little or no brand awareness in the groups
• An understanding of Northern Ireland at a local level was key - to help counteract
any negativity towards the brand name
• Strong, clear messaging, especially in relation to price and contracts
• Highlight ‘easy to switch’ to help combat inertia, as switching is perceived as
complicated
• Use the people, places and voices of Northern Ireland – they must look and feel
authentic
As a result of using a professional advertising agency, Electric Ireland were able to fulfil the
above objectives successfully.
Role of advertising agency
An Advertising agency will create and implement effective promotional activity for an
organisation. Cawley Nea / Tbwa – the advertising agency used in the Electric Ireland
campaign – would work closely with the company so that their promotional objectives are
fulfilled through advertising and marketing. Advertising agencies implement;
Creative services.
The principle role of account managers is to manage the overall advertising campaign for a
client, which often includes delegating selective tasks to specialists. For large accounts one
task account managers routinely delegate involves generating ideas, designing concepts and
creating the final advertisement, which generally becomes the responsibility of the agency’s
creative team. An agency’s creative team consists of specialists in graphic design, film and
audio production, copywriting, computer programming and much more.
Electric Ireland would have hired the advertising agency to use their creative services for the
campaign. This would have involved specialists within Cawley Nea/ TBWA’s team to plan the
design, production and programming of the campaign. This specialist team would have
considered the promotional objectives of Electric Ireland and worked towards fulfilling them
as they added their specialities to the campaign. The creative services team for Cawley Nea/
TBWA’s came up with three different advertising campaigns;
‘A day in the life’ which was a documentary style approach as per their SME TV ad for
ROI which would highlight the youth, vibrancy and positivity of Northern Irish life.
‘Home is wherever you are’. In this campaign they would show how Electric Ireland
plays a part in enabling families to do their thing using ‘simple ideas that make life
better’.
A happy story’ In this ad, they would cast the people and places of Northern Ireland
to tell an emotive tale of a boy’s stuffed rabbit who is gone missing. They opted for
