The analysis of the Coca-Cola advertising campaign „COCA-COLA – take the Happiness to your Dream” attributed to the problem of the children’s nightmares.

Abstract

This dissertation is based upon research that was I carried out and which serves as the basis for the examination of business client analysis by identifying the client’s characteristics, such as background, goals, mission, situation in the market, target group, as well as choice of appropriate media and tactic implementation, followed by a study of psychological persuasion techniques which will ensure the effectiveness of the campaign realization. Hence, the theoretical part is fully connected with its practical realization and consists of an analysis of the created product’s efficiency and necessity. The dissertation is composed of two parts: the research based on the developed creative brief, the description of its obligatoriness, the explanation of its role in each part which aims at further developing the practically realizable advertising campaign; and the part with the research and analysis related to the problem of the children’s nightmares, that acts as a background and is the main idea behind the whole project concept. Why have I chosen this topic? I’ve always been interested in the theories and the origins of dreams, as it is the process that occupies the half of our lives, deeply affects us and that yet we seem to have no control upon. Nevertheless, nowadays there are people that - with the help of hard work on themselves and self-discipline - assess that they can control (to some extend as full control has never been reached) their dreams on the ones of others, a practice that has still no scientific basis. In these times of science breakthrough, computers and artificial intelligence, it is fascinating to know that we still have a part of us that systematically releases our hidden desires, fears, abilities, in other words: A “soul”. Dream is that condition of our consciousness that is especially important for people in the sphere of art, as it is a never ending source of ideas and inspiration. But why then put a special emphasis on nightmares? The answer lies within my childhood. This problem has been affecting a period of my childhood and I think has played a big role in sculpting me as an adult. After the deep analysis of this problem, it transpires that 70% of the total population is struggling with this problem. Moreover, the problem of children’s bad dreams has been strongly increasing globally, because of the upsurge of violence in the media, internet addiction, unstable national and international situations, etc. As a result there has been a peak of physical and mental disorders that has a destructive impact on children’s health and quality of life. On the other hand no one pays the needed intention this problem requests. I believe that using such informal and light way of representing an idea of at least partially solving this problem, will bring a positive feedback. Such big and world-renowned company as Coca-Cola, which is famous for its socially responsible work, will be the best source to influence the public. Besides, taking into an account the situation on the chosen market (Ukraine) and after developing the creative brief, we can say that the advertising campaign “Take the Happiness to your Dream” will solve the following company’s issues: 1. Support the status of the social responsible company, return the loyalty to the brand. 2. Improve the economic situation of the brand on the market. 3. Attract the parent’s and keep the youth audience interested by subconsciously implementing in them the feeling of fear (which is connected with the situation in the country), calling for children’s memories and using the problem/solution scenario in the commercial, which will subconsciously connect our 1. product with good emotions (Podopozhnaya, “Principles and methods of creation of the advertising idea”); 4. Seduce a young audience by using the elements of humor in the promo video and therefore successfully target children. And the following social problem: it will decrease the number of cases of children’s nightmares. To fully reveal the issue of the children’s nightmares I have based my analysis on the thesis of a famous German psychoanalytic, Sigmund Freud, the father of psychoanalysis. The second part of my dissertation is based on his work “ The Interpretation of Dreams”. To provide the wider overview of the problem, I also have used some works of the contemporary scientists and Freud’s competitor, Carl Gustav Jung who has invented another methodology for reading and interpreting dreams. The partially developed advertising campaign “Take the Happiness to your Dreams” provides potential solution to the problem outlined.