Planning the adverts P2(U20), P3(U20)

Learning outcome 2 (U20) - Be able to plan a cross media advertising campaign to a client brief.

This work was all completed as a group task with Poppy Gordan and Caris Forman

Resources

Hardware

- HD camera to be able to take clear videos

- Tripod to achieve stability in my shots.

- Lighting equipment to make the shots good quality and to add depth contour and mood to my shots.

- All necessary carry cases to make sure that all equipment is protected in transit.

- Access to a printing facility to be able to print out the advert for magazines and billboards.

- Laptop such as a mac book pro because it is the best computing equipment for design work and editing of the video.

Software

- Photoshop to create the billboards as it will make them up to a good standard.

- Film cut pro to edit the video and add special effects.

Genre

Our advert is based on a retro theme as from my research I have found that this genre is the most popular for attracting both an older audience and a younger target audience which follows the client brief. The drink is also based around strawberry laces which was a very popular sweet in the 60s therefore links perfectly with this genre.

Content

Our advert focuses on the how people wish they were young again instead of being stuck in a boring office job. By drinking the fizzy drink, it makes you feel young again and as if you are back in your youth. This will attract our older target audience a lot as they will be able to relate to what it feels like being stuck behind a desk all day. The retro idea behind it also allows them to remember all the fun times they used to have when they were younger making them want to buy this drink. We are going to incorporate all the retro sweets that were the most popular which will also attract out younger target audience as children and young teens love anything sugary. Our billboard and magazine advert are going to have nearly the same design apart from slight changes on each. We are gonna stick to the retro style with the way we design these advert and we will have out fizzy drink in the middle of the page and our slogan next to the drink. The slight changes that we may have on the billboard is we may put certain things in a different place on the advert to where it is on the magazine to make it a little bit more unique yet still recognisable. Within out video advert again going to follow the retro style and the idea of the drink can make you young again. We are going to have a middle age man at the begging so the older target audience can relate to it and then he drinks the fizzy drink and becomes a young again which is when the younger target audience will start to be able to relate to the advert.

Proposal

Purpose

The purpose of our advertising campaign is to raise awareness of our product ‘FizzWizzard’. We aim to raise this awareness through using both traditional and digital advertising methods. Another purpose of our advertising campaign is to sell our product ‘FizzWizzard’ and make profit from this.

Objective

The objective of our campaign is to create nostalgia and remind our target audience (particularly those in their 30s) of their childhood. The objective of the ‘FizzWizzard’ advertising campaign in relation to our other target audience (those aged 13-18) is to create a retro feel, taking them back in time.

Target audience

Our primary target audience is those aged 13 to 18 as this complies to the requirements of the brief. The target audience of our product will be both males and females. We will relate the genders of our target audience to our product and advertising campaign, one way this will be done is through our chosen colour scheme of red which is a gender neutral colour. The NRS social grade of our primary target audience will be D and E. This is because the majority of 13 to 18 year olds will not have full time jobs, and therefore not have a disposable income. We have priced our product in relation to this at 80p, a price which is affordable for a target audience consisting mainly of school aged children.

The secondary target audience of our product ‘FizzWizzard’ will be those aged 30-39 as this is the other audience which the brief mentions and requires. Our secondary target audience will be males, our adverts will support this through our casting of a male in their 30s. The product will appeal to those in their 30s due to the current trends of retro products (e.g. vinyls) and the nostalgia our drink will create. Adults will be reminded of their childhood through the retro taste of strawberry laces, a sweet popular when they were young. The NRS social grade of the secondary audience will be those C1, C2 and B. One reason for this is the affordable price of the product along with the casting and costume of the actor in the advert (a man in an office job wearing a suit).

Research into advert conventions

Advert conventions are ongoing techniques used by companies to portray certain concepts and impressions; these specific conventions end up becoming familiar with the audience. Effective use of advert conventions are essential for a campaign to become successful.

One widely used advert convention is a slogan. A slogan is a catchy phase used to grab the target audience’s attention. For instance, McDonalds uses the slogan ‘im lovin’ it’ and when people hear this phase they instantly think of the company as it is played at the end of every video advert. This slogan is also part of McDonalds distinctive brand identity which helps create brand recognition in marketing.

Another vital convention are colour schemes. For example, for the Fanta billboard adverts they use a recognised colour palette of orange, green, white and blue, with orange the primarily colour as the drink itself is orange. The purpose of using a colour scheme is to use a memorable graphical image that conveys certain emotive messages and that audiences will easily connect to the product. For example, in the Fanta advert, the colour orange is associated with joy, happiness, motivation and energy - all feelings that the company want consumers to experience when they think of the drink.

Furthermore, Fanta placed their logo twice on the billboard advert to ensure that viewers will understand what product they are selling and what the advert is about as they walk past it. A logo is one of the most important types of advert conventions as it is the face of a company and it is the first thing a customer may notice about an organisation. Logo’s are easily recognisable designs that audiences associate with an organisation and so are a powerful method of brand awareness used across all media

In this highly successful magazine advert for Absolut Vodka, the company used the convention of linking their product to a clearly defined and easily identified consumer demographic. In this instance, the advertising agency took the iconic Absolut bottle shape and wrapped it in the LGBTQ+ rainbow colours which instantaneously aimed the product at the LGBTQ+ market as well as those consumers who empathised with sexual and gender equality.

The product image is placed largely at the centre of the page. This convention is essential as large central images help to grab the viewers’ attention and also by using one big image helps to capture the attention of viewers much better than lots of smaller images and text mixed together.

This Pepsi video advert displays another fundamental convention used in advertising - celebrity endorsement. The celebrity used for this advert is one of the most famous football players in the world - Lionel Messi. Linking his fame to the product can encourage consumers who identify with his skills and fame to buy the product in a subconscious effort to copy his lifestyle. Furthermore, using a celebrity endorsement helps to bring a larger audience and expand the brand.

At the end of the advertisement the slogan 'Love it Live it Live for now' appears. The slogan is short, memorable and it rhymes, this is to ensures that the brand is unique and differs from other advertisements and helps stick in the audiences mind so that they are able to identify the brand just from the slogan without the actual brand name appearing. Slogans also make the audience connect with the advert and the product they are selling, with the attention of supplying further sales.

Another key convention in video advertisement are voice overs. The purpose of a voiceover is to sell the product, it helps provide information about the product to the audience that is easy to understand. An important factor that goes into a voice over is utilising a voice that represents the target audience for example, an advert representing football would have a male voiceover as footballs primary audience is male.

Research into competitor adverts

The ‘Share a Coke’ campaign involved of printing popular/common names onto Coke bottles, doing this personalised the product for their consumers. Coke is one of our products potential competitors, this is due to the fact it was established in the late 19th century and is seen by some as a retro drink due to the significance of the brand in the 70s and 80s. As well as this as our product ‘FizzWizzard’ has a similar colour scheme to coke, this could mean the large conglomerate may take attention away from our new product.

Rather than creating a campaign which personalises their products to their consumers like Coke, our campaign focuses on creating a sense of nostalgia, bringing one of our target back to their childhood. Our product also is focused on a particular flavour, strawberry laces; this flavour is similar to people meaning they will not be cautious or reluctant to try it. ‘FizzWizzard’ is also priced cheaper than Coke, appealing to a different target audience and making it accessible to children aged 13-18.

The magazine adverts for the share a coke campaign are simplistic and minimalist, we will draw inspiration from this for our PhizzWizzard magazine advert. The advert targets the consumer through the direct first person text of ‘You’. As well as this the advert contains a website link as well as the product logo.

(taken from google images - share a coke magazine advert)

The share a Coke video advert features both a teenager and a middle aged man, this is similar to the target audience of PhizzWizzard. Due to the similarity we have drawn inspiration from the Coke video advert, an example of this is the casting of a teenager and man in his 30s for our advert. As well as this the Coke advert features the logo at the end, we will do this with our product PhizzWizard in order to abide with the codes and conventions of a video advert.

https://www.youtube.com/watch?v=8xCqmYbXH9w

The billboard for the share a Coke campaign is personalised to their consumers. The billboard features the product itself, allowing the audience to see what is being advertised. We will do this with our product in order to give the audience a clear understanding of the product and campaign.

(taken from google images - share a coke billboard advert)

Form

For the purposes of this proposal my group and I are defining from as the types of media we are going to use to promote the product. Both forms of advertising are traditional methods in comparison to more recent digital media and have been used extensively by the advertising media within the advertising industry in many successful advertising campaign. The first form of advertisement we will be creating is a billboard. This is a traditional form of advertising as it gives access to a cross section of audience sectors, it is competitive in price compared to TV and social media advertising. The location of the billboards are vital to ensure exposure to our target audience sectors for example, placed in city centres/sports/concert arenas to target our specific audience. The next advertisement we will be forming is a magazine advert, this is another tried and tested form of advertising this is lower priced than digital media advertisement, it is also effective but important that we use the right magazines to advertise in to ensure maximum sales and exposure to our target audience such as vintage and more formal magazines to meet our older aged audience and celebrity/fashion magazines to meet our younger audiences. Another form of advertising we will be using is social media such as instagram, Facebook and Twitter. Using these social media platforms are a good way to connect with our target audience on a more personal level especially our primary audience which is 13-18 as the majority of teenagers use or have social media accounts. Utilising these platforms for advertising is key as they are one of the most used social media programmes, therefore it will help us generate more awareness and sales. Each platform targets both our primary and secondary audience as Facebook is used by an older audience as it is stated that 78% of 30-49 year olds use Facebook which meets our secondary target audience and Instagram and twitter are used mostly by younger audiences which meets our primary target audience. The last form of advertisement we will be using is a television advertisement. Television is known as the largest mass media platform to advertise on, this is due to the large amount of people it reaches to. Therefore, this will ensure that our product will receive a large amount of awareness and to ensure maximum sales. As we have a primary and secondary audience we will have to consider what channels we have the advert running on as each channel has different audience demographics for example, on ITV 2 as it targets a younger audience which fits perfectly for our primary audience and ITV and channel 5 for our secondary older audience.

Personnel

The editor / sub editor –assess original content; produce editorial comment; determine layout of billboard and magazine front cover.

Sales team – develop a sales plan to ensure fizzwizzard is priced correctly and for the billboard and posters ensure it is made available in all formats in the correct quantities to maximise sales and expand the customer base.

Marketing team - compile a marketing plan to generate maximum publicity for phizzwizzard using all available mediums e.g. radio, online, social media, flyers and posters at public places such as libraries, youth clubs, sports clubs etc.

Photographer - to take pictures of the product featured in the billboard and magazine front cover; different shots of the drink at different angles.

Finance director - responsible for managing cash flow to ensure there is sufficient money available to pay for the launch costs.

We as a team will be taking on these different roles.

Mood Boards and colour scheme

Treatment

Title: FizzWizzard video advert

Duration: 1minute 30 seconds

Outline: An advert for the new product ‘FizzWizzard’, advert involves of a man in his 30s working in a office, fed upon his job. The man then wishes to be taken back to his youth. When saying this a can of FizzWizzard appears. He then drinks the product and becomes young again.

Cast: Man in his 30s. We have chosen to cast this person as they are a member of our secondary audience and therefore will connect with our viewers and create a sense of belonging. We are also casting a child aged 16. This is because the are part of our primary audience and will create a relatable feeling, urging people to buy the product.

Costume: Business attire e.g. suit for man in his 30s. We have chosen business attire as it relates to the theme of our advert and the location. As well as this it also appeals to our secondary audience of those aged 30-39. For our other member of the cast, the child; we have chosen to dress him in retro clothing. This is because it relates to our retro genre and creates a sense of nostalgia. The clothing he will be wearing will be casual, this is so that it will contradict the formal clothing that the older man is wearing.

Locations: Office in a school, we have chosen this location as is relates to both of our audiences. This is because our primary target audience are school aged and our secondary audience will cost likely be working full time e.g. in offices. As well as this the reason we have chosen an office is because of the dull atmosphere that is normally associated with them.

Slogan: ‘Drink from the fountain of youth’. We have chosen this as our slogan as it relates to the retro genre of our campaign. We want consumers to be transported back to their youth through drinking FizzWizzard, this aim has been presented through the slogan. The fountain of youth also has magical connotations; once again relating back to our product.

Target audience: Our primary target audience is those aged 13 to 18 as this complies to the requirements of the brief. The target audience of our product will be both males and females. We will relate the genders of our target audience to our product and advertising campaign, one way this will be done is through our chosen colour scheme of red which is a gender neutral colour. The NRS social grade of our primary target audience will be D and E. This is because the majority of 13 to 18 year olds will not have full time jobs, and therefore not have a disposable income. We have priced our product in relation to this at 80p, a price which is affordable for a target audience consisting mainly of school aged children. The secondary target audience of our product ‘PhizzWizzard’ will be those aged 30-39 as this is the other audience which the brief mentions and requires.

Our secondary target audience will be males, our adverts will support this through our casting of a male in their 30s. The product will appeal to those in their 30s due to the current trends of retro products (e.g. vinyls) and the nostalgia our drink will create. Adults will be reminded of their childhood through the retro taste of strawberry laces, a sweet popular when they were young. The NRS social grade of the secondary audience will be those C1, C2 and B. One reason for this is the affordable price of the product along with the casting and costume of the actor in the advert ( a man in an office job wearing a suit).

Social media links: The advert will contain links to social media such as Twitter and Instagram in the final shot. One reason for this is to abide with the codes and conventions of a video advert. As well as this social media links allow for our audience to find out more information about our product if they desire to do so. We will include social media links such as Instagram, Twitter and Facebook. This is because these relate to our target audience e.g. Facebook is popular with those aged 30-39 and Instagram is popular with the primary audience.

Visual elements:

Lighting
Camera movements
Editing
Setting
Props
Costume

Audio elements:

Background music, initially sad piano music but will then turn into retro song to create nostalgia and reflect mood.
Voice over, done by man in 30s to appeal to secondary audience.

Billboard and magazine

Logo: The Fizzwizzard can with an explosion around it

Slogan: “Drink from the fountain of youth”

Social media: Social media links such as Instagram, Facebook and Twitter will be included as well as a QR code.

Images: Strawberry laces, strawberries, can, pink bubbles

Colour scheme: Red, pink, blue, black

Font: Strawberry laces themed and bubble font for the slogan.

Gantt Chart