Task 6 Planning the adverts P2(U20) P3(U20)
Learning Outcome 2 (U20): To be able to plan across media advertising campaign to a client brief.
Proposal:
Location:
This is a moodboard which represents the 1980'S/1990'S, the content included in the moodboard is what we feel was most popular and what the biggest trends were in the 80's and 90's, this has helped to know what our target audience used to like which we could include in our advertisement so the advert has the ability to attract the target audience and make our advertisement more successful.
Treatment:
Billboard:
For the billboard we have decided to use bright and vibrant colours so that firstly it matches the theme of strawberry laces and also that it attracts the target audience when they are walking down a street. Also on the billboard we will include the can. This is so the audience knows what the product looks like if they wanted to go and buy it in the shops. If the can isn't included in the advert, then the customers won't know what the product look like and therefore they won't be able to purchase it. The font chosen for the text matches the products as we made sure that the text looked like laces so it matches with the theme of strawberry laces.
Magazine Cover:
For the magazine cover we also chose to use bright and vibrant colours to continue the matching theme with the strawberry laces as well as catching the readers attention when they are reading through the magazine. We also chose to include the can on the magazine cover so the reader can get a close up of what the product properly looks like so they can remember when they go into the shop to buy it. We would have to make sure that we use the best photo possible for the can so that it can attract the reader and give a clear view what the can looks like. We chose to use the same font for the magazine cover and billboard because if audience was to view the billboard first then they wouldn't get the best view of what the can looks like but then when they see the magazine cover they will recognise the product and can get a better view so they know what it looks like.
Video:
For the video we chose to have a classic 80's tune in the background. This is so it attracts the older generation that we are targeting and so that it reminds them of when they were younger which is what the product is meant to give to the older generation. We also chose the include a close up of the product in the advert. This is so the audience can get a clearer picture of what the product looks like , we also included a shot of the can opening and someone drinking the can so it can persuade and encourage the audience to want to try the product. The message that we are trying to get across in the video is that when you take a sip of PhizzWizzard, you get filled with excitement and you feel great and for the adults you get the feeling of being young again. The video will appeal to the target audience because firstly the track in the background is 80's themed which will appeal the the primary target audience of adults 30+. Another way the video will appeal to the target audience is that the person drinking the can is a teenager. This is so teenagers can relate to how he is feeling and they would want the same feeling he is getting so they would be encouraged to go and purchase the drink.
Form:
To target the older generation we will use video ads and billboards which is more likely to be seen by the retro audience on the motorway or in the street. This is because the retro audience are less likely to see the campaign on social media as they wouldn't use social media as much as teenagers. Whereas they would be more likely to see the Tv ad or billboards as the retro audience watch more TV and they also drive so they can see the billboard when they are driving.
We will also be creating a magazine advert which will hopefully be seen by the primary and secondary target audience because teenagers and adults do read magazines so it is a good chance to be able to reach out to the primary and secondary target audiences.
We will use social media platforms to target the younger generation, this is because millions of teenagers use social media platforms every day and therefore if we can try and spread awareness through social media, then there is potential to be able to spread awareness to thousands of teenagers via social media.
Competitors:
A competitor is a company or business who has the same market interest as you and they are trying to take up the most amount of market share as possible.
Coke:
https://www.youtube.com/watch?v=lBiFLmB0GG8
This is a recent advert released by Coke, the main message of the campaign is that your not too old to drink coke and encourages old people to drink coke as the advert includes an old man being energetic and doing lots of activities after drinking a bottle of coke. This is an effective advert because although it seems to be mainly aims at the older generation, it also attracts all ages and demographics. The advert also includes the signature move of the coke adverts with the old man drinking the bottle of coke at the end as shown by the screenshot above, this is affective as it makes the coke look fresh and would encourage the audience to want to drink a bottle of coke. This advert might be a competition for our campaign as like us they are a fizzy drink company so we will be targeting the same markets and fighting for the same market share.
Pepsi:
https://www.youtube.com/watch?v=0gHYd67OumQ
This is a recent advert released by Pepsi, the main message of the campaign is that pepsi has been around for a while and they are going to keep going for a long time. The adverts also shows their superiority throughout the years as they had Britney Spears and Cindy Crawford as their main models showing throughout the generations. This is an effective advert as it shows that everyone has loved pepsi throughout the years and that everyone will still continue to love pepsi in the future which would encourage the audience to choose to drink pepsi next time. This campaign is a competitor for our campaign as firstly pepsi are a fizzy drinks company just like us but also they have included many famous people in the advert which means it is likely to go viral and therefore they are more likely to spread awareness quicker and to more people. So we would have to make sure that our campaign has the same impact so we can compete with Pepsi.
StoryBoard Treatment:
One convention of a video advert is celebrity endorsement. This is an effective method for advertising as the advert would be more likely to appeal to the audience as well as being more eye catching when the advert appears on the tv. Another convention of video adverts is creating a slogan for the brand. This is so the audience has something to remember the brand by so for example, Mcdonalds is "Im Lovin' It" which everyone remembers and when they hear those words, they associate it with McDonalds.
Proposal:
We at CRIB advertising would like to advertise your new fizzy drink product ‘PhizzWizzard’ around the world. The purpose of this advertising campaign is to sell the product 'Phizz Wizzard' by using social media, and different advertising techniques.
Our advertising strategy would be to target teens and retro audience of 30 somethings by focusing on the 80’s and 90’s and making the advertising reminiscent of what was cool back in the day. We will focus on the colour of the liquid which is a red and we will also focus on the red of the strawberry laces, to compliment this we will also be using dark pinks and light pinks. The genre for the adverts is completely retro, the music in the video is 80s but is also humorous.
We are a team of two creators who will be doing all of the work ourselves.
Aims and Objectives:
The aims and objectives for this campaign is to create a TV advert, Billboard and Magazine cover for the product Phizz Wizzard. The aims of the campaign is to spread awareness of the product to the 30+ audience as well as increasing sales.Location:
The location for the video will be taking place in a school so it will get exposure to the younger audience, which is part of the agreement in place for CRIB and Carter Soft drinks have in place.
Permission:
To record in the school we needed permission. This is because we recorded in a private part of the school which only certain students are allowed so we had to get permission to be able to record there. We also chose to record in school because it is a lot easier to gain permission to record their rather than asking a venue for permission as we wouldn't get a response as quick which could delay the process.
Costumes:
We didn't have a set costume to use for the video, we chose to use our own clothes to use as costumes as we felt it would relate better to the target audience so they can feel that this can be them in our position of drinking the can.
Props:
The props that will be used is the can, a table and strawberry laces. These are important to include in the advert because the table allows the can to be stood and shown and we need the can to show the audience what it looks like so they know what it looks like in the shops. The strawberry laces are also essential because it shows the theme of the advert and also shows what the flavour of the drink is.
MoodBoard:
This is a moodboard which represents the 1980'S/1990'S, the content included in the moodboard is what we feel was most popular and what the biggest trends were in the 80's and 90's, this has helped to know what our target audience used to like which we could include in our advertisement so the advert has the ability to attract the target audience and make our advertisement more successful.
Treatment:
Billboard:
For the billboard we have decided to use bright and vibrant colours so that firstly it matches the theme of strawberry laces and also that it attracts the target audience when they are walking down a street. Also on the billboard we will include the can. This is so the audience knows what the product looks like if they wanted to go and buy it in the shops. If the can isn't included in the advert, then the customers won't know what the product look like and therefore they won't be able to purchase it. The font chosen for the text matches the products as we made sure that the text looked like laces so it matches with the theme of strawberry laces.
Magazine Cover:
For the magazine cover we also chose to use bright and vibrant colours to continue the matching theme with the strawberry laces as well as catching the readers attention when they are reading through the magazine. We also chose to include the can on the magazine cover so the reader can get a close up of what the product properly looks like so they can remember when they go into the shop to buy it. We would have to make sure that we use the best photo possible for the can so that it can attract the reader and give a clear view what the can looks like. We chose to use the same font for the magazine cover and billboard because if audience was to view the billboard first then they wouldn't get the best view of what the can looks like but then when they see the magazine cover they will recognise the product and can get a better view so they know what it looks like.
Video:
For the video we chose to have a classic 80's tune in the background. This is so it attracts the older generation that we are targeting and so that it reminds them of when they were younger which is what the product is meant to give to the older generation. We also chose the include a close up of the product in the advert. This is so the audience can get a clearer picture of what the product looks like , we also included a shot of the can opening and someone drinking the can so it can persuade and encourage the audience to want to try the product. The message that we are trying to get across in the video is that when you take a sip of PhizzWizzard, you get filled with excitement and you feel great and for the adults you get the feeling of being young again. The video will appeal to the target audience because firstly the track in the background is 80's themed which will appeal the the primary target audience of adults 30+. Another way the video will appeal to the target audience is that the person drinking the can is a teenager. This is so teenagers can relate to how he is feeling and they would want the same feeling he is getting so they would be encouraged to go and purchase the drink.
Form:
To target the older generation we will use video ads and billboards which is more likely to be seen by the retro audience on the motorway or in the street. This is because the retro audience are less likely to see the campaign on social media as they wouldn't use social media as much as teenagers. Whereas they would be more likely to see the Tv ad or billboards as the retro audience watch more TV and they also drive so they can see the billboard when they are driving.
We will also be creating a magazine advert which will hopefully be seen by the primary and secondary target audience because teenagers and adults do read magazines so it is a good chance to be able to reach out to the primary and secondary target audiences.
We will use social media platforms to target the younger generation, this is because millions of teenagers use social media platforms every day and therefore if we can try and spread awareness through social media, then there is potential to be able to spread awareness to thousands of teenagers via social media.
Competitors:
A competitor is a company or business who has the same market interest as you and they are trying to take up the most amount of market share as possible.
Coke:
https://www.youtube.com/watch?v=lBiFLmB0GG8
This is a recent advert released by Coke, the main message of the campaign is that your not too old to drink coke and encourages old people to drink coke as the advert includes an old man being energetic and doing lots of activities after drinking a bottle of coke. This is an effective advert because although it seems to be mainly aims at the older generation, it also attracts all ages and demographics. The advert also includes the signature move of the coke adverts with the old man drinking the bottle of coke at the end as shown by the screenshot above, this is affective as it makes the coke look fresh and would encourage the audience to want to drink a bottle of coke. This advert might be a competition for our campaign as like us they are a fizzy drink company so we will be targeting the same markets and fighting for the same market share.
Pepsi:
https://www.youtube.com/watch?v=0gHYd67OumQ
This is a recent advert released by Pepsi, the main message of the campaign is that pepsi has been around for a while and they are going to keep going for a long time. The adverts also shows their superiority throughout the years as they had Britney Spears and Cindy Crawford as their main models showing throughout the generations. This is an effective advert as it shows that everyone has loved pepsi throughout the years and that everyone will still continue to love pepsi in the future which would encourage the audience to choose to drink pepsi next time. This campaign is a competitor for our campaign as firstly pepsi are a fizzy drinks company just like us but also they have included many famous people in the advert which means it is likely to go viral and therefore they are more likely to spread awareness quicker and to more people. So we would have to make sure that our campaign has the same impact so we can compete with Pepsi.
StoryBoard Treatment:
StoryBoard
Location Recci
Risk Assessment
Gantt Chart
Conventions for Advertising:
A main convention of advertising is celebrity endorsement, if a famous celebrity is seen in an advert using or endorsing a product consumers will be more likely to be interested in buying the product.
The conventions of advertising on billboards- usually a billboard will have a picture of the product, the brand name, a logo, a slogan, a large and easy font to read, bright or complimentary colours to attract the consumer and a direct website or address.
The conventions of advertising in magazines - usually a full page picture/photo, full of information, slogan, logo, colourful, an easy to read font which is a suitable size, a picture of the product, website address, also the price and brand name may be included.
https://www.pinterest.com/pin/816840451136423656/
One convention of a video advert is celebrity endorsement. This is an effective method for advertising as the advert would be more likely to appeal to the audience as well as being more eye catching when the advert appears on the tv. Another convention of video adverts is creating a slogan for the brand. This is so the audience has something to remember the brand by so for example, Mcdonalds is "Im Lovin' It" which everyone remembers and when they hear those words, they associate it with McDonalds.
Visualisation Diagram:
Magazine
Billboard
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