Analysis of Two Advertising Campaigns: Qantas & Boost Juices Report

This report provides a detailed analysis of two distinct advertising campaigns designed for Qantas and Boost Juices. The first campaign focuses on Qantas, aiming to enhance brand communication with both internal and external stakeholders through a strategy emphasizing customer feedback via social media and internal employee engagement. The second campaign, for Boost Juices, addresses the brand's need to regain market share through a dual approach, incorporating social media and television advertising to target a broad audience, with a specific focus on younger demographics and new product launches. The report outlines the advertising problems, target market segments, media platform relevance, proposed campaign strategies, control measures, and anticipated impacts on brand image and revenue. It emphasizes the importance of strategic brand messaging, media channel selection, and the measurement of campaign effectiveness. The Qantas campaign, titled 'Flying with care and comfort,' aims to reinforce the airline's commitment to quality and service, while the Boost Juices campaign seeks to revitalize the brand's appeal through innovative marketing techniques.

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Executive Summary:
Advertising campaigns are an indispensable part of any brand communication and marketing
strategy, hence two very distinct industry brands one being Qantas and other being Boost Juices
has planned to device two exclusively innovative and effective advertising campaigns
incorporation the new or contemporary medium of communication along with the traditional
ones. Hence, this project report specifically highlights on two distinct ad campaigns and its
detailed analysis of how the ad campaigns would be executed and how exactly it impacts the
stakeholders of the respective companies.

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Table of Contents
Introduction:....................................................................................................................................4
Discussion........................................................................................................................................5
Advertising Campaign 1:.............................................................................................................5
The Advertising Problem:............................................................................................................6
Identification of the target market segment and understand how to best employee the chosen
media:..........................................................................................................................................6
Details of the Marketing Campaign Strategy:.............................................................................6
Relevance of the chosen media platforms to the target audience(s) identified...........................8
Control measures to be observed:................................................................................................9
Impact of social media advertising campaign on the brand:.......................................................9
Advertising Campaign 2:...........................................................................................................10
Chosen organization’s background analysis:.............................................................................11
The advertising Problem:...........................................................................................................11
Identification of the chosen market segment and its relevance:................................................12
Relevance of the chosen media platform among the target audience........................................12
Proposed plan for engagement campaign:.................................................................................13

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Control measures to be observed:..............................................................................................14
Impact that the campaign intends to achieve:............................................................................14
Conclusion:................................................................................................................................16
References:....................................................................................................................................17

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Introduction:
Advertising has always been a very persuasive tool for effective brand communication. It
is a paid form of non-personal representation of ideas and messages, through an appropriate
medium of communication (Parente & Strausbaugh-Hutchinson, 2014).
Qantas is a leading name in the international aviation industry, having an extremely
widespread network over 85 destination across the world. Therefore it is quite obvious that the
firm being a major global brand has numerous internal and external stakeholders to manage and
respond to. Thus Qantas to sustain its market position and specifically cater to its target audience
has planned to initiate an advertising campaign that would help the brand communicate
effectively with its internal as well as external stakeholders.
Now coming to the second brand, Boost Juices is one such consumer centric brand
securing a very strong hold in the Australian Market pertaining to food and beverage industry
sector along with its presence across varied other countries including India, Bangladesh, United
Kingdoms. However recently the brand is facing certain challenges in its market operations,
leading to a sizeable decrease in its market share with more competitors entering the intended
market segment and leading to reduced market share for the brand. Therefore the brand has
decided to strategies two different innovative and integrated marketing campaigns in order to re-
establish itself as a strong consumer brand in the food and beverage industry of Australia.
Therefore this report is exclusively meant to highlight on the two distinct advertising campaigns
that would be designed for Boost Juices and Qantas keeping in mind its present stakeholders and

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the current market demand of the consumers to help the brand sustain its image in the Australian
Market.

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Discussion
An advertising campaign consists of various elements like: a strategic brand message
that the company wants to convey to its target audience, a definite brand appeal that the
company wants to create among its customers, along with choosing specific media channels that
would be most appropriate for communicating the brand message to the particular audience
along with ascertaining a specific duration for which the advertising campaign would function
(Min, Martin & Jung, 2013). The very effectiveness and success of any advertising campaign
genuinely depends on how well all the ingredients are well arranged and incorporated in the right
manner to give away the desired brand message or set the desired mission and vision of the
brand.
Therefore the first advertising campaign is for Qantas airlines, specifically highlighting
on communicating its brand message to its two most important stakeholders that is the customers
and its employees.
Advertising Campaign 1:
Qantas airlines specifically aims to retain its brand position in the market along with
particularly catering to its two most important internal and external stake holders which include
the employees and the customers

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The Advertising Problem:
Qantas necessarily implements both online or the new media platforms along with
electronic advertising as well as various internal communication channels like common portal
and internal staff communication strategy. Thus, the specific advertising problem addressed here
by the firm includes construction of an appropriate advertising strategy that would focus on the
needs of both the internal as well as external stakeholder’s needs. Therefore the advertising
campaign is named as Flying with care and comfort. This advertising campaign is both an
online initiative along electronic advertising campaign .
Identification of the target market segment and understand how to best employee the
chosen media:
The chosen market segment exclusively comprises of those consumers who are very loyal
to the brand rather chooses Qantas over any other particular aviation brand. Therefore to be more
precise the target audience of this advertising campaign comprises of those customers who
specifically look for premium quality services ad are located in the tire one cities (Weinstein,
2013). Along with this the campaign also aims to enhance the work performance of the
employees by acknowledging their performance and guiding them to improve their services.
Details of the Marketing Campaign Strategy:
Flying with care is an advertising campaign which aims at re-emphasizing the fact that
Qantas always values quality and concentrates on delivering the best service to its customers.
Hence the campaign is aimed at bringing in valuable feedback from the customers through their

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social media platforms where the customers would be encouraged to share their personal travel
experience with Qantas and what valuable suggestion it holds for the brand. This social media ad
campaign will also be electronically advertised to reach out to a broader market segment along
with another separate section of the campaign specifically meat for the internal publics of the
organization rather to be more precise the employees. Flying with care is also an initiative
towards improving employee motivation. Hence the advertorials contain short transcripts of
interviews were the staffs and employees share their own experience of working with Qantas
along with video clips on how meticulously the organization’s staffs are trained under utmost
care and guidance (Homsombat, Lei & Fu, 2014). Thus this flying with care campaign is
basically a brand image enhancement initiative undertaken by Qantas by identifying the needs,
wants and expectations of its two major internal and external stakeholders.
Relevance of the chosen media platforms to the target audience(s) identified.
The chosen target market segment is the customers who belong to an affluent socio-
economic class and hence and easily avail air travel. These customers are no doubt very well
updated with the social media channels along with other mass communication media as they
constantly seek to know what the current market position of their brand is (Zhang & Lin, 2015).
Therefore Qantas chooses to inform these customers through an omni channel communication
strategy. Now coming down to the next stakeholder that the brand intends to communicate which
is the employees. Choosing social media over any other medium is basically due to its interactive
nature. The employees can directly communicate with customers to understand their level of
satisfaction and how the customers can suggest improvement in employee performance. Along

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with social media electronic advertising has also been identified as a potential brand
communication channel to help the brand expand its target market segment.
Control measures to be observed:
Qantas being a well-established brand, cannot afford to risk its image at the cost of
innovation and experimentation. Hence the social media ad campaign initiative requires strict
monitoring of all the responses provide by the consumers along with proper content regulation.
The employees must be given proper training regarding their responsive strategy and must be
made aware of how their behavior directly impact the brand’s reputation and its position in the
service industry it operates.
Impact of social media advertising campaign on the brand:
Every advertising campaign must be undertaken with a view of achieving certain specific
goals. These goals need to be specific, measurable, achievable, realistic and definitely time
bound (Jobs & Gilfoil, 2014). Therefore this social media marketing campaign along with the
electronic advertising channel adopted by Qantas particularly concentrates on reaching its target
audience in a more objective manner. Thus, the ROI of this advertising campaign can be
measured in terms of:
1. The increased popularity of the brand among its target audience which is the loyal
customer segment

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2. Increasing the brand recall value by increasing the brand visibility through constant
communication through their social media channels.
3. Direct impact on the sales revenue of Qantas airlines
4. Assisting the brand to stretch its business across globe by targeting population through
social media communication across geographical boundaries.
5. Emphasizing on building employee morale and motivation as the organization recognizes
its employees as a significant asset for the company’s growth
Advertising Campaign 2:
As already mentioned that brand Boost Juices wants to regain its lost position it can
employee the previously employed media vehicle however in a better and innovative manner.
Thus, Boost Juices can use social media tools in designing its marketing campaign along with
incorporating television commercial as a part of their brand communication strategy (Gensler,et
al. 2013). Boost Juices wants to particularly cater to the younger population who are much more
aware of the new range of products that are constantly coming in the market along with targeting
specific age groups like elderly, the children with specific product classification (Menzies & Orr,
2014).
The second advertising campaign of Boost juices is meant for a more generic crowd than
targeting to a specific section of audience or in other terms niche marketing techniques.
Therefore the chosen media for communication this advertising campaign is television.
Television as an audio-visual medium is identified as a very effective mass communication tool
The mass reach that television has is unbeatable compared to any other medium and bearing the

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advantage of both being an audio as well as a visual medium, the effectiveness of the
communication message is no doubt very much profound and the duration is quite long.
Boost Juices in order to rebuild its brand image along with launching certain new product
range has opted television after a profound research and analysis and decided this medium to be
their second communication channel for their advertising campaign. Therefore a greater analysis
of this decision making can be undertaken as follows:
Chosen organization’s background analysis:
Boost Juice is the leading fruit juice retailer based in Australia and they are having their
presence across different countries such as India, Bangladesh, Brunei, Vietnam and the United
Kingdom. Boost Juice is founded in 2000 in Adelaide and currently they are having their stores
in more than 450 locations across the world (Allis, 2013). However recently with an increase in
the number of competitors in the food and beverages industry, the company is facing strict
competition and seems to lose its significant market position. Therefore the company
stakeholders and shareholders are of the opinion to re-launch the brand and regain its lost share
of market appeal. The major stakeholders of the company includes: employees, managers,
directors, customers, suppliers, government and competitors. Each of these stakeholders has their
own significant contribution towards building up the brand image of the organization. As the
target audience of the brand ranges from 15-50 years of age group, therefore television is no
doubt a very effective medium compared to any other medium because of its wide reach and
universal appeal.

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The advertising Problem:
The identified advertising problem that Boost Juices intends to address through its social
media and television ad campaigns is specifically the lost brand image of the company and its
fading popularity among the target group. The television ad campaign will be curetted as a series
which will highlight of different range of products that Boost Juices has to offer to its target
market be it the healthy smoothies, fruit juices, or other refreshing beverages. Therefore the ad
campaigns will address specific product ranges through specific appealing ad messages and
altogether appear as a total television as campaign while on the other hand Social Media
marketing strategy would be best targeted towards the young teenage crowd as well as the adults
who incorporate social media as a core component in their everyday lifestyle
Identification of the chosen market segment and its relevance:
No matter how big or small an advertising campaign is, it is always constructed keeping
in mind certain specific target audience group that the campaign specially wants to address to.
Therefore in case of Boost juices, the television ad campaigns as already mentioned would be
product specific that is one advertising campaign would concentrate specifically on healthy
alternatives like smoothies and such new ranges of products that the brand is brining for its
customer while another campaign might specifically address the needs of children and
particularly advertise for chocolates milk shakes and such other attractive beverages meant for
the kids. Therefore in that case the chosen market segment is quite wide which comprises of
kids, teenagers as well as adults. While on the other hand the social media campaign will
specifically highlight on engaging more and more audience through interactive games, quizzes
and special offers for its customers (Davis, et al. 2013).

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Boost Juices ensures to target this wider range of target audience because it intends to
build a stronger market base for itself which would not be limited to a particular range of
product, or particularly meant for a certain definite section of population but would be more
generic in its approach to gain a broader market acceptance ensure variety with quality for all
range of products.
Relevance of the chosen media platform among the target audience:
The advertising campaign will be named as #BesttoBoost Campaign. It would comprise of two
separate section one is the social media promotions and the other is the TV ad campaigns. The
social media advertising campaign will be channelized through series of interesting and engaging
contest whereas the television ad campaigns will focus on a more classified and informative
approach. As Boost juices aims to bring more and more brand consciousness among the
teenagers therefore choosing social media is no doubt a wise choice on the other hand Boost
Juices is launching new product range like health drinks and special chocolate drinks for children
which in turn needs mass advertising hence television is no doubt an apt choice.
Proposed plan for engagement campaign:
The digital part of #BesttoBoost Campaign will specifically highlight on using the social media
platforms like the official Facebook page of the company, along with its twitter and Instagram
Handle. Boost Juices can strategies this campaign more innovatively by engaging the audience
into real-time activities like participating in a #BesttoBoost quiz game, give some quick answers
about the company and win exciting prices. The marketers have observed that give away are
very useful tool when it comes to marketing and image building of the brand. These are most

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innovative ways of engaging the customers and increasing the brand penetration. Social media
marketing campaigns need to be responsive an interesting, it must include a call to action factor
in it (Paquette, 2013).
For instance Boost Juices can announce its customers to give free giveaways to those
who invite their friends and family to like the company’s Facebook page. The company can start
a selfie game on their Official Instagram Handle like a selfie with Boost Juice and using the
#BesttoBoost which will be featured on the social media page of the company and allow the
participants win exciting prizes and discount coupons applicable for their next purchase. The
#BesttoBoost Campaign can also be extended to the brand’s official Youtube Platform, where
the company can post interesting videos showcasing how theses juices and smoothies are made
and processed in the factory and packed for the customers to increase the credibility of the brand
and increase consumer engagement with the brand (Lee & Hong, 2016).
The next significant part of the social media marketing campaign or using the
digital platform can be developing an engaging and interesting mobile application which of the
brand Boost juices which would enable the consumers to use it on their android, IOS and i-phone
platforms. The app would update the customers with regular news regarding the launch of many
new flavors, can also include features like asking recommendation from its customers in regards
to what new flavors can be added by the brand and seeking improvement suggestions.
Television ad campaigns enjoy a much wider reach and also has a greater retention capacity
compared to any other medium as this is an audio-visual medium of communication. Therefore
the healthy drink alternatives can be advertised through a campaign named as Health is Wealth

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campaign while the chocolate milkshake and other beverage options which are particularly
meant for children can be named as Drink the Fun campaign. As the age group or the target
market for the television ad campaign rangers from 15 to 50 years, this age group is very much
familiar with television. The children are often engaged in watching cartoons while the elder
population is often into sports, news and other entertainment content on television (Hill, 2014).
Even the housewives are very much hooked to television for their daily dose of entertainment.
Therefore taking all of this into concern, Boost Juices has aimed to cater to such a wider target
audience through its specific tv ad campaigns organized in such a manner that each and every
need of this wider audience is rationally addressed and effectively met.
The television campaign series has been segmented and built on addressing needs of
individual audience group. Thus the health is wealth a campaign will be aired specifically during
the a intervals of those programs which are watched by the elderly population like news, or
sports events, or TV serials while the Drink the fun campaign will be specifically aired during
the ad breaks allotted in between cartoon shows or quiz shows, and other such children
entertainment programs (Gurha, 2016). The engagement campaigns would be immediately
followed by a call to action factor where the audience would be asked to book their orders
through either visiting the official website of the brand or by calling their registered telephone
numbers as immediate booking will help them receive huge attractive discounts on various
products along with other multiple benefit offers for their next purchase. Boost Juices also plans
to partner with various entertainment channels who generally host paid product promotional
shows where health experts are brought and they recommend various kind of consumers
products which are essentially good for consumption. Such initiative will also help the brand
gain more credibility along with better promotional exposure.

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Control measures to be observed:
Television is no doubt a great medium of mass communication; however it is also quite
an expensive medium when it comes to choosing slots specifically at the peak hours or the prime
time of television viewing while on the other hand social media being highly interactive in nature
often possess the danger of spreading misinformation. Therefore the company needs to be very
cautious before making such huge financial investments in such advertising campaigns.
Moreover it is also equally important for the company to check that their tv commercials do have
a content which will help Boost Juices stand out among all its contemporaries and more
specifically as the brand is aiming to make a return in the market, aiming to rebuild its lost
grandeur it is more important to have a personal and heartfelt message for the audience to strike
the right chord and bring the real impact of the brand messages (Kitts & Au, 2014).
Impact that the campaign intends to achieve:
The advertising campaign intends to achieve:
1. Larger appeal and greater brand consciousness among the target audience
2. Increased sales revenue of the products through better target market segmentation
3. A strong brand presence across the globe with the help of mass exposure
4. Help the brand regain its lost market position

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Conclusion:
The above presented analysis regarding the two different advertising campaigns that
Qantas and Boost Juices can incorporate in their branding strategy to disseminate their brand
message shows the different specific range of target audience that the brand wants to specifically
communicate to. Thus the choice of an Omni channel strategy is encoarged from the view point
that today’s consumers are much more aware of varied different products and is exposed to the
media is a profound manner. Therefore in such a scenario a brand like Boost Juices which is
intending to bring back its lost market position while the other barnd Qantas struggling to hold
on to its market position cannot afford to miss any opportunity of incorporating a multimedia
brand communication strategy. Hence, both Qantas and Boost Juices takes a very rational
approach in analyzing the strengths weaknesses, opportunities and possible threats or challenges
that might arise in incorporating these mediums in their brand communication strategy and also
determines the potential gains that the firm might expect as their return of investment from these
ventures.

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