Detailed research of JustEats the magical world of just eat advert

1. Detailed research: target
audience
JustEat “The magical world of
JustEat”

2. Target audience
JustEat’s target audience is
shown to the viewer right at
the start of the advert. The
advert opens with a slow pan
across a living room of a
family home, with 2 kids, the
father and the mother who is
also shown to be the one
ordering through JustEat on
her phone.

3. Target audience
As the service depends on the
unwillingness of people to cook for
themselves and instead use their
service to order, showing this
scene in which the actors are
clearly shown to be bored on their
phones or watching TV, it targets
those people who have too much
to do in their normal lives and don’t
have the time to spend in the
kitchen for themselves or for other
people.

4. GEARS - Gender
Due to the nature of the product being a food
delivery service and that is doesn’t provide any
gender specific services such as where a clothing
store would provide gender specific products and
sections, JustEat doesn’t show evidence of primarily
targeting neither gender.
The advert shows representation of the genders by
the make up of its actors being equal.

5. GEARS - Ethnicity
Through the make up of the actors
and the filming set, the advert
shows off a wide range of
ethnicities. Ranging from Italian
pizzerias to a Caribbean Mexican
restaurant, the advert was able to
show off a wide range of
ethnicities from around the world.

6. GEARS - Age
The advert purpose and advert both show the
sort of age group that the product is aiming at.
As the services function is to provide people
with takeaways from a large selection of local
restaurants, the business aims itself at the
demographic that are most likely to wantneed
such a service. This would most likely be
adults and more specifically the millennial
demographic due to them being the age
group who are either in higher education such
as university or are working full time and
therefore don’t have much time to spend
cooking for themselves or going out to eat at
restaurants, so therefore they are more likely
to order takeaways.
According to the Telegraph;
“Dubbed the 'takeaway
generation', new research
has revealed under 35s are
ordering up to 10 pizzas a
month - five times as many
as the over 55s.”

7. GEARS – Region and
Nationality
The advert shows off its multi-
cultural appeal through its long shot
of the set in which a Chinese
restaurant with its iconic aluminum
takeout boxes is taken outside
where the audience is treated to a
dance sequence involving some
energetic pizzeria workers, a
Mexican restaurant, a classic
English fish and chip shop, a Turkish
kebab grill, a enthusiastic Indian
chef, a chicken and chip shop and is
finished off with a wide shot of all the
actors and restaurateurs dancing in
the streets.

8. GEARS – Region and
Nationality
From the video of JustEat’s magical
world advert, it’s clear to see that the
advert was created to both show off
the businesses variety of services but
also to portray a multi-cultural appeal
of the business. The advert seamlessly
flowed from a Chinese kitchen into a
busy English street where more
restaurants such as pizzerias and
Indian takeaways are shown to all be
right next to each other.
The advert shows how diverse
England is in its demographics and
how people incorporate their own
nationalities with English society to
create a more diverse and rich culture.

9. GEARS – Socio-economic
group
From the way that JustEat advertises itself and what sort of audience
demographic they advertise themselves to, it can be identified what sort of
socio-economic group they target themselves to. As their target audience is
made up of mostly higher education students and workers who are often too
busy, such as business and office workers, their target audience would fall into
the C2-B class. This would make sense from the business point as it allows for
the largest demographic which also has a wide range of the populace included
in it. The business doesn’t exclude any demographic but it does aim itself
towards the middle class demographic as their service is something that
wouldn’t be a daily occurrence due to its costs of both the food and the delivery
charge on top, so someone who isn’t employed would’t necessarily be their
target audience.

10. Young and Rubicam – Aspirer
- Status
According to Young and Rubicam’s 4C’s model, the aspirer
group are materialistic and are most often attracted to trendy
products/services. This group would be the one most likely to
see this service as appealing as it conforms to their focus on
appealing to others. When with peers, the aspirer would want
to present themselves as well-off and on top of new trends and
brands.
A service like JustEat would appeal to this audience type as it
functions as a higher end take-away service, when within a
group the aspirer would be the one to suggest this service as
they would want to assert themselves as the acquisitive
individual in the social group.

11. Young and Rubicam –
Explorer - Discovery
The explorer group according to Young and Rubicam’s 4C model are
driven by indulgence and instant gratification. With other common
characteristics such as brand orientation, this social group is definitely a
target audience for JustEat’s service as they provide a service that also
provides their customers with fast and easy gratification as they
themselves don’t have to exert anything to achieve the end goal, they
simply have to make a single call and their needs will be satisfied within
an hour.
As the majority of the explorer class is made up of young people, and
therefore students will be included in that demographic, the availability
of a service that eliminates the need for any work in the kitchen would
appeal to the group as they are still young, inexperienced and most
likely have other factors like work and university on their minds.

12. Detailed research – Directors
and production
Created by the advertising agency Karmarama, JustEat’s
“The magical world of JustEat” was produced as a
60second advert for The X Factor on October 28th as a
sponsor.
With involvement with Honda, Magnum and JustEat,
Karmarama has a large portfolio of business partners they
have a developed understanding of different genres and
styles of advertisements for varied purposes and
audiences.

13. Directors and production
The ad's creative team comprised art director Joe Holt
and copywriter Luke Ramm, chief creative officer Nik
Studzinski and executive creative directors Dickie Connell
and Adam Kean.
The directors of the advert, Si & Ad, a director duo
responsible for notable works in Morrisons and recently a
Superbowl spot for Marmot. The duo took an approach to
this JustEat advert that was able to show the diversity of
British culture through the diversity of our cuisines.

14. Directors and production
Si & Ad
The duo’s other works with companies such as Morrisons and
TheTrainLine.com have a less serious and somewhat ‘silly’
nature. In their advert with TheTrainLine the topic of overpaying
for tickets was shown in a compilation of short shots of people
acting out, throwing objects, screaming and even a man riding a
horse through the carriage.

15. Directors and production
Si & Ad
Similarly to their directorial choices in JustEat’s “The magical
world of JustEat”, the advert had a lighthearted nature where all
the scenes where filmed in a choreographed dance sequence,
and finishing with the delivery boy from the start of the advert
flying into the sky on his moped.
This choice fits in with the title of the advert “The magical world of
JustEat” as the dance sequence and flying moped both appear as
something that would be apparent in a fantasy film.

16. Sources
JustEat “The magical world of JustEat”
https://youtu.be/78OtNSzsRzQ
British demographics and ethnicities -
https://www.ons.gov.uk/peoplepopulationandcommunity/culturalidentit
y/ethnicity/articles/ethnicityandnationalidentityinenglandandwales/201
2-12-11
Quote from the Telegraph -
http://www.telegraph.co.uk/news/2016/12/02/takeaway-generation-
millennials-order-pizza-10-times-month-app/
Wikipedia social-group-grade chart
https://en.wikipedia.org/wiki/NRS_social_grade