• What – if any - general conclusions can be drawn from the example you have studied? You should consider the wider implications of the campaign – social, cultural and otherwise. Relate your case study to what we have looked at during the module.
Was Johnnie Walker’s 'Keep walking' campaign effective?
We live in a word shaped by a constant race for popularity and recognition between companies, where the ability to play with the hearts and minds of people is on the pole position. As Elen Lewisnoted, ‘You know a brand has made it when it is name-checked in popular culture.’ Thus, it is noticeable that companies face an external pressure from the competitors, which is why, they have to keep the name of their brand alive among their audiences. For instance, Johnnie Walker is the image of a striding man on the Scotch whisky, which has become a global leading producer. The Keep Walking campaign was awarded the Grand Prix, at the 2008 IPA Effectiveness Awards. Nevertheless, what made this campaign effective considering the increasingly sceptical framework in terms of advertising effectiveness? This essay attempts to assess the ‘Keep walking’ advertising campaign in terms of ideas, motivation, promotional techniques used, and to the extent possible, evaluate the effectiveness of the commercial on changing audiences’ attitudes toward the brand.
To begin with, when analysing the Keep Walking campaign it is worth noticing the manner the company incorporated branding in their new attempt to promote the Scotch whis...
... middle of paper ...
...ance, subsequent to the killing of the Lebanese Prime Minister Rafic Hairi, the citizens were marching the streets holding banners displaying the phrase ‘Keep Walking’ and local puns on the name Red Label. Then, George Papandreou, a Greek opposition leader finished his speech at a party conference with the same words, ‘Keep walking’.
Also, the campaign generated noteworthy conversations among young man regarding the meaning of being a man. There are people in Brazil who tattooed the Striding Man on their bodies. For instance, a member of the creative development research in Venezuela acknowledged that ‘We have to take advantage of everything we have, to enjoy everything and to give our maximum so we have no regrets when we die. We have to think we are on this earth to do something; (Keep walking) motivates me to be a better human being’
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Walking has become an important research method that presents sociologists an opportunity to experience the urban landscape. Walking allows one to broaden the mind, and while experiencing the uniqueness of one’s environment. Unlike other methods, walking allows the researcher to interact with the people in the specific urban area and establish connections with them (Shortell, 2016). Before entering this exercise of walking as a research method for urban practice, the contemplation of my ability to endure the amount of walking needed for this research is disconcerting.... [tags: Research, Scientific method, The Bronx, Walking]
1185 words (3.4 pages)
- Keep the Aspidistra Flying is one of George Orwell’s lesser known novels, but no less powerful. The most telling aspect of this novel is the characterization it provides. Keep the Aspidistra Flying is a novel about wealth and money. The main character, Gordon Comstock, has a constant struggle with money. Whether it is the possession or the absence of income, Gordon always struggles with money and its position in his life. The ultimate goal of the novel is presenting both the character’s philosophies on wealth, and also where they lie in the possession of it.... [tags: Keep the Aspidistra Flying Essays]
1241 words (3.5 pages)
- Walking Across Egypt Mattie Rigsbee is the main character in Clyde Edgerton's southern style novel, Walking Across Egypt. Mattie is a seventy-eight year old widow with two middle-aged children. Living alone in a small house, she makes sure that everything is taken care of. Although begins to display some signs of aging, and her family is trying to convince her to slow down her lifestyle, Mattie's character and mind setting prohibits her from becoming the stereotypical elder. She must make a decision in which direction to turn.... [tags: Walking Across Egypt Essays]
651 words (1.9 pages)
- Unit 4 Covey Habit #3 Stephen Covey 's habit #3 from, "7 Habits of Highly Effective People" has ended up being one of the hardest for me to adopt. Being able to say no sounds easy in theory but adopting that to my life has been very difficult. This habit is about empowerment of priorities, balancing your time effectively and labeling tasks based on urgency. I have never struggled with organization or keeping things on my calendar but what I have struggled with is the guilt that comes with letting others down.... [tags: The Seven Habits of Highly Effective People]
737 words (2.1 pages)
- Stephen Covey is the author of several books that have dominated the business world, and everyone for that matter. In fact, according to Martin’s (2012) article, Covey’s book The Seven Habits of Highly Effective People has sold over 25 million copies and over a million audiobooks. There is a large percentage of Fortune 500 companies that turn to this book for its advice that Covey points out as were the reasons behind efficacy of good behavior; he often is found stating that he believed everything in this book was knowledge everyone already knew, but just did not practice.... [tags: The Seven Habits of Highly Effective People]
826 words (2.4 pages)
- Analysis of Walking Across Egypt by Clyde Edgerton Mattie Rigsbee is the main character in Clyde Edgerton's southern style novel, Walking Across Egypt. Mattie is a seventy-eight year old widow with two middle-aged children. Living alone in a small house, she makes sure that everything is taken care of. She cooks, cleans, mows the lawn, and takes up numerous responsibilities with the church. She is a very caring person with many friends and a family that loves her dearly. At the time this novel takes place, Mattie is at a turning point in her life.... [tags: Clyde Edgerton Walking Across Egypt Essays]
944 words (2.7 pages)
- 7 Habits Essay "The 7 Habits of Highly Effective People" by Stephen Covey outlines seven main beliefs that he believes individuals need to focus on in order to become highly effective. “Habits are powerful factors in our lives. Because they are consistent, often unconscious patterns, they constantly, daily express our character and produce our effectiveness…or ineffectiveness.” (Covey 46) The seven habits Covey summaries in the text are Be Productive, Begin with the End in Mind, Put First Things First, Think Win/Win, Seek First to Understand, Then to be Understood, Synergize, and Sharpen the Saw.... [tags: The Seven Habits of Highly Effective People]
1987 words (5.7 pages)
- The Seven Habits of Highly Effective People by Stephen Covey outlines seven behaviors leading to a successful management approach. He called it Principle-Centered Leadership (2000, p.xx). The seven habits as described by Covey are: 1. Be proactive 2. Begin with the end in mind 3. Put first things first 4. Think win/win 5. Seek first to understand… the to be understood 6. Synergise 7. Sharpen the Shaw The attached profile sheet reflects a panoramic view of my alignment to the aforementioned seven habits and my own leadership style.... [tags: The Seven Habits of Highly Effective People]
978 words (2.8 pages)
- Dead Man Walking The motion picture Dead Man Walking provided a non-fiction insight into the world of crime, justice, and capital punishment. The film cast several characters from different backgrounds and opinion sets in direct conflict with one another. Several small topics and one major topic, capital punishment, were explored over the duration of the movie. While the opinions and reactions of people to Dead Man Walking may vary, the one constant is that people will have a reaction.... [tags: Dead Man Walking]
1476 words (4.2 pages)
- William Wordsworth Walking: Art, Work, Leisure, and a Curious Form of Consumption William Wordsworth spent a good portion of his life on foot, walking. Consider a sequence of Dorothy's journal entries: Monday the 14th, "Wm & Mary walked to Ambleside in the morning to buy mousetraps" (about 5 miles round trip); Tuesday the 15th, "Wm & I walked to Rydale for letters" (about 3 miles round trip); Wednesday the 16th, "After dinner Wm & I walked twice up to the Swan & back again" (3 miles), met Miss Simpson and walked with her to the Oliffs and then back to her house (another 3 miles); Thursday the 17th, "we had a delightful walk" (a couple of miles); Friday the 18th, "Mary & Wm walk... [tags: William Wordswroth Walking Essays]
1916 words (5.5 pages)
- Creative Writing: The Story of Emily
- Morality and Ethical Behaviors
- The Pursuit of Democracy, Roused by the Egyptian Tahrir Square Uprising and the Spanish Acampadas
- Insisting That Gender Is A Social Construct Is Oppressive To Women
- Rudolf Virchow: The Link Between Inflamation and Cancer
- The Doctrine of Precedent and The Elements of a Contract