The Video ad
"GoPro HERO4: The Adventure of Life in 4K"
Aims and Objectives
a) The GoPro Marketing Campaign aims to promote its products with the purpose of making profit. The Product is the GoPro HERO 4 Which is the new HERO camera that is small light and very adaptable to set situations. GoPro is one of the first small cameras that come with many grips and mounts to be able to effortlessly record anything.
Target Audience
b) The Target Audience For GoPro is extreme sports and film enthusiasts that want to capture their achievements and the achievements of those around them. The target audience will be ages 18 to 30 with the demographics of A1, B1, C1 as the cameras are quite expensive and being an extreme sports enthusiast recites a lot of traveling this means that people will need to be quite wealthy to own and use one of these and intended.
Representation
c) GoPro represents themselves with capable/able men and women who are extremists and are in to extreme sports. GoPro enjoy displaying the most extreme footage that they receive from their customers such as people swimming with killer whales in the wild, wing-suiting through a forrest and mountain climbing in to caves full of lava.
Campaign Message
d) The slogan of the campaign is "be a hero" which is a play on the fact that the camera is called "HERO 4" but it is also trying to tell you to do what you want, be the person you want to be and achieve goals to become your own hero by creating unforgettable memories and capturing them on a GoPro to have at your disposal.
Print-based Advertisements Used in the Campaign
e) The print-based advertisements in the campaign are posters and 2D web ads. The Print ads are all very simple either using simple backgrounds and placing the product in front of the background or making a background of a photo that has been taken by the GoPro of a certain sport such as surfing or snowboarding.
Relevant Legal and Ethical Issues
f) GoPro don't have and issues with copyright or morals as all of their products use original content that they have other filmed themselves or they have bought of their customers. GoPro sponsor a lot of people that are constantly using their camera thats how they get hold of their content.
Regulatory Bodies
g) GoPro don't break any regulatory laws with their advertising products as they use their own footage or footage they buy of GoPro customers. They also include the links to everything they used the descriptions of their videos
GoPro also use music in their video ads which they buy rights to use for and also link the song in the description. GoPro get the rights to their music through Interscope Records
Method
h) GoPro mostly advertise online through videos and ads. The video ads are seen on places like youtube and they are shown on videos of extreme sports and other footage that could be filmed on a GoPro. GoPros print ads are mostly seen in gadget/computer shops. GoPro currently don't have to advertise much as they are appealing to a small audience and GoPro are one of the only Cameras that are able to capture such good footage while being extremely compact.
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