2. +
Contents
Slide 3- Fallon Advertising
Agency
Slide 4- Other products by
Fallon
Slide 5- Fallon website
Slide 6- ‘We are Fallon’
Slide 7- Fallon
Competitors
Slide 8- Campaign
objective
Slide 9- Analysis of print
based advert
Slide 10- The slogan
Slide 11- Televised
Advert
Slide 12-13- Analysis of
Televised Advert
Slide 14-17- Audience
Research
Slide 18-21- Legal and
Ethical Issues
Slide 22-23- Distribution
Slide 24- End
3. +
Fallon Advertising agency
The agency for the Skoda
'Cake' advert is a company
called Fallon. Fallon was born
in Minneapolis in the summer
of 1981, during a recession
and without a founding client.
The agency was established
by five idealists with a shared
passion for understanding
consumers and their behavior,
as well as shared values and
common-sense organizational
principles.
4. +
Other products by Fallon
Velvet ‘THREE
TREES’
Kerry Foods ‘Cheese strings brave bones
club’
Skoda ‘Cake’ Cadburys ‘Ritz and Lu’
GIFFGAFF ‘When you’re scared
you’re not the boss’
8. +
Campaign Objective
To reach the core target market of the Skoda Fabia, couples aged 35+,
as well as influence a broader audience in their car buying decisions.
The creative TV advert allowed the Fabia to stand out from their
competitors.
9. +
Here are a few prints from the
Skoda ‘Cake’ Advert
Bright
colour
Dull
background
Suggests that
everybody
loves cake
On a platform-
makes it
‘better’ than
anything else
Team together ‘we did this as a team’
10. +
The Slogan
In the middle Skoda badge to
show branding
Full of Cake- everyone loves cake
Proving that people like the brand
Make it informal
To become friendly with the
audience
12. +
Analysis of Televised Advert
When watching this advert which was televised in 2007, the very first
element, personally was very significant: the music. This piece is called
'my favourite things' from the famous film released in 1965 ' the sound
of music' This could imply that 'my favorite things' relates to the
elements of the car that they're advertising- as well as referring to each
part of the car being built by cake. This is also very cleverly advertised;
using this song draws attention to other audiences (lovers of musicals)
Not only do they now have a typical audience- car lovers and cake
lovers, now they also have the viewers that enjoy music/ the older
generation who watched 'The Sound of Music' as a child.
13. +
Analysis of Televised advert
As i continued watching the advert I discovered that each worker building the
cake/car is either very concentrated to the detail of the development or they are
smiling, happy with the model that they are building. This could also show the viewer
that they are a friendly team at Skoda and that they enjoy their job but also portray
that they take what they do seriously which could provoke the viewer to be more
interested in the make of car, visually seeing the team in action. The purpose of this
advert is to promote a new model of car by Skoda and make the audience feel
connected in order to provoke the viewer to purchase the product which is being
promoted.
14. +
Skoda Target Audience
Skoda was looking for mainly couples 35+ which this product
would be affordable for. Couples would also be more interested
as it is a smaller car and they don’t have families just get to have
to have a larger car
16. +
My Audience Research
- I found that most people who were interested
in the Car based on the advert was the
younger generation. I think that Skoda may
have advertised this wrong as they have made
the car attractive by the advert to the
generation which is least likely to be affordable
to them.
- The older generation also found this advert
attractive and did want to buy the car which
may be affordable to them.
18. +
Legal and Ethical issues
After researching the legal
issues to this advert, I
didn't find much wrong
with the advert at all, it just
states the permission that
they had to be given by
certain companies,
particularly for the music
which was used from 'The
sound of music' the song
being 'Favourite things'-
One bit of trivia about the
Skoda advert: Julie
Andrews gave her
personal approval to the
soundtrack, following
Skoda asking EMI's
permission.
19. +
Legal and Ethical issues
In able to get the permission, the creative
team would of had to determine who is the
copyright owner of the material intended
for use, contact the owner, and request the
right to use the work in the territory and
format intended, and -- in some cases --
pay the owner a fee.
20. +
Legal and Ethical issues
The creative team went through an enormous amount of trouble to go to for an
advert - some estimates say that it cost £500,000 to make; one newspaper
pointed out the comparative value of a Skoda (the advert costs 62 times as
much). This is seen as a problem because it was a big risk to promote their car
to the extreme; spending this much money could be seen to the public as just
a way of trying to make their company look good but also greedy. They told the
media that instead of disposing the cake they would donate it to charity; the
cake was not edible by the time it had been sitting in the studio so the cake
ended up in a compost heap.This could also be seen as them not sticking to
their word which could make the company look unreliable.
21. +
Legal and Ethical issues
In recent research Skoda has
been found to employ many
prisoners in result of shortage
of skilled labour that affected
so many enterprises in
socialist societies. They
made up 90 per cent of the
pressing plant, for instance.
When they were freed during
political amnesties in January
1990, it left a gaping hole in
the factory's labour force:
higher wages could not tempt
them back.
In one of the ironies of history, conscript
soldiers were briefly ordered to fill their
places but because they were less skilled,
production remained far below demand
and Skoda's debts, acquired in the 1980s,
continued to grow.
"VW has been good for Skoda," says Prof
Bailey. Thanks to VW's help, it has become
the only central-European engineering
enterprise from the Communist era to have
turned into a competitive household name -
thanks to management flexibility, deep
commitment and recognition of the brand
overhaul needed. And Skoda has, in turn,
been good for VW.
22. +
Distribution Cake is a television and cinema advert
launched in 2007 by Skoda Auto to
promote the new second-generation Fabia
Supermini car in the United Kingdom. The
60-second spot forms the centre piece of
an integrated advertising campaign
comprising appearances on television, in
cinemas, in newspapers and magazines,
online, and through direct marketing. The
campaign and its component parts were
handled by the London branch of
advertising agency 'Fallon World wide'
Cake was directed by British director Chris
Palmer. Production was contracted to
'Gorgeous enterprises', with sound handled
by Wave Studios. It premiered on British
television on 17 May 2007.
23. +
Distribution & Success
The campaign was a critical,
popular, and financial
success. It has been credited
for the significant
improvements in awareness
and public opinion of the
brand, and received honours
from a number of advertising
festivals and awards
ceremonies, including several
from the British Television
Advertising Awards, the
'Cannes Lions International
advertising festival and the
'Creative Circle Awards.'
Fallon London launched with these same beliefs and values in 1998, and in today's world of multiple media channels (and in another recession) the philosophy of using creativity to outsmart the competition is even more relevant today than it's ever been. Fallon has made multiple adverts such as: Skoda ‘cake’ advert, Giff gaff ‘when you’re scared you’re not the boss’, velvet ‘three trees’. Kerry foods ‘cheese strings advert and Cadburys ‘Ritz and Lu’
This is their website address and the other Skoda Advert which they have recently completed.
These three men, Nick Bell, James Townsend, David Hackworthy, are all the founders of Fallon. Nick Joined Fallon In November 2014. He Began His Career At Abbott Mead Vickers/BBDO And Then Moved On To Become Executive Creative Director Of Both Leo Burnett And Then JWT Over A Period Of 9 Years, Before Being Appointed Global Creative Director At DDB. James Has Been With Fallon For Three Years, Leading Both Domestic And Global Businesses Such As Nokia, BBC, Orange And Unilever. Prior To This Time At Fallon, He Was Client Services Director At Exposure Working On O2, Heineken, Red Bull And Microsoft Producing Integrated Campaigns With Strong Promotional And Acquisition Based Agendas. David Joined Fallon In January 2013. He Has Led Strategy In Agencies Across Australia, USA And The UK For The Last 20 Years. Along The Way He Has Worked For Brands Including Tesco, Coca-Cola Mars, VW, Qantas And Absolut. Most Recently, David Was The Planning Partner Of The Red Brick Road.
The advert that I have chosen is called 'Cake' by Skoda. It was a television, cinema and print based advert which was eventually released in 2007. This advert was used to promote the new second generation Fabia Supermini car which was released first in the UK. As you can see by looking at this print based advert it shows the car in the centre of the page with a team of bakers/artists around the car. The car has been made out of cake and assembled by the team that is shows on the advert. Surrounding the car is a very plain background using the colours grey and white which directs the audience's attention to the orange car that stands on a raised platform with the team also standing directly next to the car; this suggests that Skoda is all about team work and customer service and they believe that they are the people that have made Skoda what they are today. The fact that the car is made out of cake it shows that it would have taken a lot of time, effort, a steady hand and 'love' to perfect. This is the message that Skoda is trying to portray to the audience.
The slogan which has been typed across the middle of the page underneath the car is 'The new Fabia. Full of lovely stuff.' This slogan is fairly informal which tries to make the viewer feel like they are part of the team. Also they have included the word 'stuff' which uses the viewer so that they have their own idea on what the word 'stuff' could mean. It also suggests that the car has been made to perfection by using the word 'lovely' which is a luxurious term to use for those who are perfectionists. It also tries to grab the audience by assuming that everyone loves cake which is why they have taken this road into building the car itself out of cake. The car sitting on a raised platform shows the viewer that the car is a higher class to standard cars of the time era and is second to none. The shadow underneath also exaggerates the platform so that the audience has a clear view that Skoda is the best choice and number one.
I showed the advert to 5 different people all of different ages and different occupations. Here is a chart that shows my results on the Skoda ‘Cake’ advert
Through research I have not had a bad response from the Skoda ‘Cake’ advert. It all seems to related to the viewer because of A. The song (reminds people of their childhood from The Sound Of Music) B.Cake (because everyone loves cake) C. Everyone’s impressed by how they have managed to make a scale model of the car out of cake which interests all audiences from different generations.
