A01: ANALYSING THE CAMPAIGN

The Raid 2: Berandal

By Kunal

AIMS AND OBJECTIVES

• WHAT ARE THE AIMS OF THE CAMPAIGN?The aims of the campaign was to reach out to as many people as possible by the internet to go see the film in theaters due to having a lower budget than the usual Hollywood movie, by trying to reach out so as many people as possible the aim would have been to gain a profit that would have gone to the producer and filmmakers.

• IS THE ADVERTISING CAMPAIGN AIM DIRECTLY TO SELL OR IS IT ALSO TO CREATE AWARENESS AND INFORM?This film was intended to reach their core fans from the earlier released film of the Raid 2 being The Raid. As well as reaching out to fans the campaign would be aimed to reach as much people as possible to attract new people from the ages of 18-38 as this is not just carrying on from the he earlier film but is a completely new story so this was done by using the internet being cheap but effective on creating an awareness.

• PERSUASIVE TECHNIQUES THE CAMPAIGN USINGThe persuasive techniques used to sell this film was all to do with the trailer. This was their massive selling point of the film using the main technique of shock tactics, sex appeal and all being timed correct with the sound at its sharpest with enthusiasm of adrenalin. The persuasive technique of using shock from the very start you already see that the main character is set for a serious deadly assignment as he is training and preparing for fights shown in quick snippets introducing his rival enemies.

TARGET AUDIENCE

• Age Range: 18-38- Pre-family (18-25)- Young family (25-44)• Gender: Male (Into martial art/fighting and action films)• Socio-economic grouping: Will be financially secure.• Social Grade: B,D

B: Higher and intermediate managerial, administrative, professional occupations.D: Semi-skilled and unskilled manual occupations, unemployed and lowest grade occupations.

AUDIENCE SEGMENTATION“Maslows Hierarchy of Human Needs”

• Physiological Needs: From basic human needs we would include the need for food which is a survival need and yet the most important.

• Safety Needs: Health, security, protection, freedom from danger.

• Love and belonging: To feel belonging to friends and family, to feel companionship, being part of a group which could be socially or to have work mates.

• Esteem Needs: To feel like they are respected/looked up to/accepted/valued to where they give other people confidence and a high self-esteem.

• Self-Actualization: Full filling their own potential.

REPRESENTATION• How are people being represented within the advertisements?

The film representing the Indonesian culture/people is done by having nearly all the cast being Indonesian with a odd few being Chinese or Japanese which would be representing their culture. To a further extent representing culture this film’s theme was on the use of martial arts and this is represented by displaying it in the film being the main attention to the film.

• This should consider the presentation of ethnicity as well as gender and age, what kinds of stereotypes are being used?On representation on gender we see that the film has represented the males by nearly having all their cast being male but also representing the women by having a very contrasting/strong character called the ‘Hammer Girl’, even though with a strong and effective appearance to the film she only represented a little bit of the audience.

• Other representations is with crime and jobs that take place including crime, by this the film features nearly all of the cast that has a job role involving crime.

CAMPAIGN MESSAGE• To analyse the campaign message I cannot really say there was a

distinctive one but I could visually see their intension on grabbing their audiences attention. From when they was able to grab their audiences attention the main message given was to keep them wanting more, catch them off guard and make sure they go to watch it at the cinemas as well as keep discussing it as it was not just a plain simple Hollywood movie having way more to it.

• Visually grabbing peoples attention this film was able to be greatly discussed but also seemed to be physically pumping, the approach has been aggressive but showed a great amount of artistic value towards the martial arts movement, in a way this film was out their to claim a top spot in the chair of a classic Asian martial arts film.

AUDIO-VISUAL ADVERTISEMENTSFILM TRAILER • With a low budget on marketing

the very first trailer got released on a website called TwitFilm posted on the 6th of November in 2013, this was a trailer that had the name of the film lift off as word started to spread of the creativeness and content of the trailer on how it was edited gripping audiences to their seats being unexpected.

• From then the trailer was later on notices by Hollywood Reporter’s as then they talk about the teaser comparing what it looked like to a Hollywood blockbuster and saying it had more action then one.

• Not only was this advertisement for a new audience being a complete new story it was also reaching out to their fans from their first film The Raid, this trailer allowed them to get them excited.

WEBSITE• Apart of the campaign for The

Raid 2 a website was created, they was able to show customers on how they would be able to purchase the film as well as get more information in different apartment for the fans that further to look into the film in more detail.

• By conveying the campaign message the website was able to creatively have a themed design on images looking like a classic martial arts movie showing images to be dramatic full of questioning further carrying on people excitement.

POSTER• This was a way for The

Raid 2 to still carry on the campaign message of being a interesting link. Being focused onto the fist clenched up we recognize aggressiveness but how the image has been edited shows artistic value looking like a classic more depth Asian martial art picture but having a more comic theme.

SOCIAL FEED• On social networks such

as Instagram The Raid 2 was still able to keep up with the campaign message and still kept the movie scenes alive even when it got released on DVD/Blu-Ray.

• With social media being free the film still posted movie quotes that seemed powerful in the film.

PRESS JUNKETS / INTERVIEWS WITH STARS• With casts of the film

doing interviews fans was able to connect to what the actors/actress has to say.

• This not only got viewers interest but also caused attractions as they not only showed a great amount of gore and violence in the film but they showed a very attractive women that viewers may have wanted to see her more.

LEGAL & ETHICAL• LEGAL

In The Raid 2’s advertising campaign and movie they have to make sure that all the content they feature does not slander or are not libel, this is making sure they don’t express false statements and definitely not about the companies that sponsor the film to have a product placement, this would have been made clear in their contracts. Considering all the TV adverts the regulatory body in the campaign would have to abide OFCOM and for the online adverts regulatory body they would have to abide by the ASA.

• ETHICALOn ethical terms the producers that market the film will have to be well aware of the explicit content in the file showing sexual scenes, when marketing it would their ethical responsibility on not showing that content, this would be making sure it is not on posters or shown at an unappropriated time on TV. Also covering ethical issues face they have to make sure they are not using other peoples music without permission and can’t swear all within the promotional material.