Task 6: Planning the Adverts (P2: U20, P3: U20, M2: U20, D1: U20)
Learning outcome 2 (U20): Create a plan for cross media advertising campaign in response to a client brief. (P2: U20, P3, U20, M2: U20, D1: U20)
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief.
Proposal:
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief.
Proposal:
Target Audience:
The brief states
that Carter Soft Drinks requires an advertising campaign for their latest fizzy
drink called Phizzwizzard. They want their product to be sold only in cans as
they’re aiming for a retro audience of people in their 30’s as their main
audience. The product would also appeal to teenagers from the ages of 13-18 as
fizzy drinks are products that entice them.
Carter soft drinks
also ask to create three types of advertisements, a promotional video,
billboard and magazine advert. All products have different target audiences. The
advertisements both aim for the same audiences, the difference being on who
views both products. The advertisement will be aimed towards many audiences as
it can be advertised on social media, YouTube, TV and many other types of
advertisement. Social media and YouTube is populated by teenagers meaning that
audiences from the ages of 13-18 will be reached. To reach the main target
audience which is of the ages of 30, TV advertisements will be put in place as
people in the ages of 30 usually turn their TV on after a days work and relax
resulting in them watching the advertisement. Also people in their 30’s have a
social media presence meaning that if they don’t watch it on TV they’ll have
the chance of watching it on platforms such as Facebook and YouTube.
A billboard can
be advertised in busy place such as shopping malls, buses, and screens in
places such as Piccadilly Circus. This has no specific target as anyone can
come by these and learn about Phizzwizard. Considering the brief is asking to
target different audiences this would be the best approach for reaching the
desired people. As all audiences would have the same chance of seeing the
billboard. Although this may be inefficient we could figure out places where we
can strategically place the billboards in places such as motorways they’re
populated areas and are a part of our daily lives to either drive, get the bus
or other forms of travelling to get to work or school. Another place would be
the London Underground where we could place the advert as this.
Lastly the target
audiences for a magazine advert will also differ from all the other products.
Magazines aren’t popular amongst teenager from the ages to 13-18 as they’d
rather read something digitally which is faster and easier as technology is
constantly surrounding them. This then means that it should target older
audiences which are in their 30’s and use to purchase their favorite magazines
from their corner shop as Phizzwizard is also aiming at an older audiences to
give that ‘retro’ feeling to them.
Resources and personnel for each product:
In order to
create a billboard, advertisement and magazine advert resources and personnel
are needed. For example in order to create a billboard you’ll need a team which
will include Graphic designers for the editing part of the billboard, art
director which will create sketches and ideas for the final product,
advertising and editorial photographer for getting images of the product will can
be used in the final product. Billboard and magazine have similar teams meaning
that resources and personnel link meaning that time and money can be saved as
the team can also accomplish the magazine advert as that includes the same
skills meaning that both products can be accomplished efficiently.
The TV Advert has
a few different aspects compared to the other types of advertisements. Instead
you’d need a recording crew, which will involve a producer, director, actors,
special effects, sound effects, editor, content marketer for advertising the
product, media buyer which negotiates and purchases media space airtime on
behalf of clients. These job roles are essential to have within a team as
without them an advisement wouldn’t be possible to complete.
Phizzwizards secondary target audience is also the current generation of kids who would go to a corner shop and pick up this sugary strawberry laces soda can. Other elements of current time such as clothing can still be used to interpret the difference between the 90's. Also adding social media pages, or hashtags result in reaching out to these younger audiences. Its effective as advertising or creating any social media is free.
The billboard sketch is meant to have similar elements from the video advertisement. This is because we wanted people to think of the advert when they see the billboard and vice versa which creates a link and helps audiences remember the product more effectively. Our idea was to take a still picture of one of the shots that we filmed for the advertisement meaning that the image in the background of the billboard would be the arcade. We also want to incorporate other things such as the Phizzwizzard can but in colour and a black and white background so that the two would contrast and create and eye-catching billboard. This fits the retro look as black and white is a theme that is used to make things look retro and old. Another connotation of the 90's is sweets, meaning that having Strawberry laces on the can would target people that haven't had the taste of sweets in a long time. This then would result in them purchasing the can as they want to remember parts of their childhood.
For the magazine advert we wanted to create a different feel because we didn't want the campaign to look bland and boring but also include similar elements to still create that link to the 90's and target out intended audience. As a team we came together to think of ideas and decided that the background should be black and white patterns to follow that retro feel. We also decided to add social media on the bottom right of the page so that people can catch up with the latest news on the drink. This is done in order to reach audiences on socials and attract large audiences. Also we thought of creating a hashtag, which if people post they have a chance of winning something. This is all strategical as it will increase the popularity of the product but can also end up going viral meaning that sales will increase.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.
All the content below are pre-production materials which help create the final products but to also help foresee mistakes. Thanks to these resources and it will help us save time and be efficient when creating the final product as our final idea will be solid.
There are many competitors within this sector meaning that gaining a competitive advantage is key for a new product like Phizzwizard. We took in many ideas so that we could get an insight on codes and conventions used within other products. We looked at Dr Pepper and Coca Cola, we overlooked many aspect and how simple some of the marketing products are. We wanted to keep simplicity across all of our products so that we can portray a clear message across all products. As you can see they have all have clarity and send their message across effectively. The products we're advertising is a soda can meaning that these examples are perfect. This shows how important it is to have a product shot, logo and what the liquid looks like in a glass to get consistency of message across all products. These brands target pretty much taget anyone as they're very well established in the marketing sectors. They all reach their target audiences by sharing a consistent message across all their products. For example the coca cola video advert below shows how their product is available and for everyone to consume. These are our main competitors because they're part of the soda drink market meaning that the have similar audiences and need to create the best product in order to stay above competition. Coca cola is predominantly the one at the top as they own Sprite and Fanta meaning that they've got multiple brands within the industry.
Competitors adverts (Magazine - Billboards):
Video Adverts:
Coca Cola Advert:
Magazine Advert:
Risk Assessment:
Purpose:
The purpose of the adverting that we will be producing for the ‘retro’ yet new fizzy drink that is strawberry flavoured. The purpose of this marketing campaign is to engage with the slightly older audience, ranging around the age of 30, and informing them of this prodigious, new fizzy drink that contains elements of a retro feel. And this can be shown through the use of a can specifically. The purpose of the engagement with the consumers will be important as if the drink doesn’t click with the audience’s childhood, then the advertisement and purpose of the drink would be pointless as there are other flavours that taste like strawberry. However, the flavour strawberry laces is another element that portrays the purpose of the drink and to attract a ‘retro’ audience the flavour needs to portray an 80s feel to the drink. So, when it comes to the advertising video, the location will be set in an arcade, and this then again relates to the audiences childhood. The advert will show the purpose of the drink, and the direct message is ‘Fizzwizard go retro’. This slogan shows that if you drink the strawberry laced flavour drink, it will ‘take you back’ into the 80s (our target audiences childhood era) The promotion video will be set in an arcade, the teenager will get this ‘new’ drink from the vending machine, then they will drink the Fizzwizard drink and then will go back in time and set high-scores in the arcade. The purpose of this drink itself shows the importance of the drink, everyone needs it as it would take you back and bring back childhood memories. And making the audience engage with the fresh, yet old drink to connect with their youth.
The overall purpose of this campaign is to inform the retro audience, that the new, fresh retro styled drink is the drink to have due to its aroma it brings in relation to their childhood memories.
Form:
The form of this campaign will be presented on both video advertisement and a billboard to present the meaning of the campaign. This message we intend to get across is that the new, retro yet fresh drink has hit stores and will send you back into your childhood. Hence why ‘Phizzwizard go retro’ will be placed on the billboard and will be mentioned throughout the video advert. These products will provide a visual representation of the quality and the effect of Phizz wizard’s strawberry lace flavoured soda. Between the creation of the billboard advert and the video advert (arcade advert, back in time) these products will form the campaign delivering the message about how the drink is the best on the market of its kind that represents the 80/90s childhood for 30 year-olds. The campaign will entail both products and will be formed and placed and posted online for digital promotion, so it can be viewed and sourced on products that 30 year olds typically use daily. The reason why these products have been formed within the campaign as it allows us to deliver the message in many forms, as billboard’s can be recognised on the go, and would be seen in busy places, where as a video could be shown on TV and can be accessible via the internet.
Also, for the first advert, being the magazine advert, this product will be placed on many social media platforms and online digitally. The reason why the chosen platform(s) would be via social media, as in today’s era the community behind social media as a whole is covered globally, and because we want to target a 90’s born audience and 13-18 year olds, social media and online representation is the best way, as teenagers are always using social media daily to check up on things while 95% of adults have a smartphone that allows them to connect to social media as well as teenagers, and surf the internet, thus both target audiences would eventually come across this product as social media is used over consistently, therefore it increases the likelihood of these types of audience to come across the product, however an older audience may not use social media or use smartphones to surf the internet, so a print product in a corner shop or something would be the best potential method to attract an older audience.
With the billboard, the platform of this product would be channelled and placed onto big screens among motorways and other busy locations where an adult typically is bound to drive past, perhaps places with traffic so a driver may be at a stop and may be able to fully recognise the product. This media platform is a placed on a site/ board that is large and visually deliverable to an audience that typically drives. Thus, this platform works in our favour and we had created a billboard, as our ‘retro’ audience born in the 90’s are most likely to drive, therefore will recognise this product when commuting or doing common errands. In addition to the platform of where this product would be placed, it allows this retro audience to see the billboard when driving from a to b. The billboard is an extremely large product that focuses on the shot and the slogan of the linked products/campaign. Also, the product has to be large to standout, as when driving past the most recognizable thing on the canvas you want the audience to recognize, is the drink itself and the name, so they can go in the future and purchase it elsewhere.
Finally with the Video Advert, this will be placed on many market places, and would be available via the internet, typically YouTube, and this platforms application can be downloaded for free via marketplaces, thus the target audience will able to view the video advert for free, and quick access to see if they like the idea of the product. In addition, this product would be posted on social media platforms, and among these 2 platforms of the products platform, it has the potential to attract and reach out to both target audience as YouTube and social media collectively are platforms that hold millions of followers, ranging between 13-18 year olds and the retro audience, so either target audience are bound to come across the newly advertised, fresh, strawberry laced flavoured fizzy drink. The video advert, is the main product of attraction to the product, as it shows the product fully and its intended message to the potential consumers of what the drinks purpose is and how valuable it is, eye-catching and interested to 13-18 year olds and the childhood memories the drink will portray and this links to the way we promoted the drink using a 90’s sci-fi elemental feel to show off childhood memories. The platform’s used collectively provide synergy between both target audience, as these platforms combined effectively increases a greater chance of the product being viewed.
Content:
The content for the video advertisement; as well as including our billboard advert both contain an advertisement of a fizzy drink called Phizzwizzard. Phizzwizzard tastes of strawberry laces and is a red coloured liquid. The concept of the advertisement is to promote the drink, which will overall result in customers purchasing the product. For our video advert we wanted to base it off of the 1990’s/80’s era. Therefore, we researched arcades which owned retro styled machines we could use. Our video is based about a person who’s terrible at an arcade machine then when they drink the Phizzwizzard they go back in time to the 90’s and become amazing at the game. We took inspiration from the movie ‘Back To The Future’ to help us come up with this idea. Within the background we wanted to use a retro themed tune to give off the vibe of the 90’s throughout the video.
Genre:
We want to create meaning by to the advert by creating a moral effect (sci fi genre) towards a 1980’s/90’s born audience. As well as making sure we stick to a theme of 80’s/90’s through out the advert. For example the adverts location in set in an arcade which is very famous for being a 80’s/90’s place of entertainment which holds elements of sic fi that we wanted to portrait to bring the audience back to their joyful childhood memories. Then by providing this strawberry flavoured fizzy drink ‘PhizWizzard’ to represent the type and style of drink that would have been consistently consumed back then. We stuck to a retro theme through out our advert, we made sure that the audience would be able to tell and identify the time of year the video is based around. We did this by adding 80’s/90’s music throughout as well as making sure that our actor was dressed to fit the part which we insured through our research on the 1980’s/90’s style.
Learning Outcome 2: Be able to plan a cross media advertising campaign to a client brief.
M2 (U20): Justify the choice of planned components by targeted media sector:
As established before the main target audience is adults in their 30's. Phizzwizard wants to revitalize and give a sense of nostalgia when the audience looks at this product. This means that we'd have to include retro elements from the 90's in order for the product to stand out and attract the desired audience. An arcade / bowling venue was our first idea which as a team we decided was appropriate as it fit the retro theme we wanted to include. This stereo typically relates to that era of the 90's. This meant that we'd also have to incorporate the same retro theme within clothing. This means that when recording our Advert the actor would have to switch clothes and wear for example some blue washed jeans, a checkered sweatshirt and a pair of old used converses which replicate how these adults would have dressed in the 1990's. The slogan we created was 'Go Retro' meaning that this choice of approaching the advert felt appropriate because our main target audience is for adults in their 30's who want a flashback of that taste and feel. We decided to create a video advertisement because the brief has asked us to create 3 products. We chose these including a video as it creates a strong advertising campaign meaning that the product will be successful and reach the appropriate audiences. M2 (U20): Justify the choice of planned components by targeted media sector:
Phizzwizards secondary target audience is also the current generation of kids who would go to a corner shop and pick up this sugary strawberry laces soda can. Other elements of current time such as clothing can still be used to interpret the difference between the 90's. Also adding social media pages, or hashtags result in reaching out to these younger audiences. Its effective as advertising or creating any social media is free.
The billboard sketch is meant to have similar elements from the video advertisement. This is because we wanted people to think of the advert when they see the billboard and vice versa which creates a link and helps audiences remember the product more effectively. Our idea was to take a still picture of one of the shots that we filmed for the advertisement meaning that the image in the background of the billboard would be the arcade. We also want to incorporate other things such as the Phizzwizzard can but in colour and a black and white background so that the two would contrast and create and eye-catching billboard. This fits the retro look as black and white is a theme that is used to make things look retro and old. Another connotation of the 90's is sweets, meaning that having Strawberry laces on the can would target people that haven't had the taste of sweets in a long time. This then would result in them purchasing the can as they want to remember parts of their childhood.
For the magazine advert we wanted to create a different feel because we didn't want the campaign to look bland and boring but also include similar elements to still create that link to the 90's and target out intended audience. As a team we came together to think of ideas and decided that the background should be black and white patterns to follow that retro feel. We also decided to add social media on the bottom right of the page so that people can catch up with the latest news on the drink. This is done in order to reach audiences on socials and attract large audiences. Also we thought of creating a hashtag, which if people post they have a chance of winning something. This is all strategical as it will increase the popularity of the product but can also end up going viral meaning that sales will increase.
D1 (U20): Discuss the legal and
ethical constraints within the planned campaign
There are many regulations that we have to follow in order to make out products official. Legally we need to make sure that we don't break any copyright laws. This for example can be prevented by finding music that is free to use for our video. Another problem we could encounter when filming is recording other products, which will either have to be blurred out or just be extra careful when filming, to avoid a copyright breach. This law is the only one that can compromise our product meaning that we'd have to take extra care when recording, but also when creating print products as we don't want to include features such as images that are owned by someone else. Breaching copyright could be devastating for the campaign as we would sued for infringing this law. Another issues that we could face is the location. In order for us to film we'd have get the right documentation and have the owner of the location sign a location release form so that we are able to film on the premises without any issues. If overlooked the owner of the location could sue us meaning that our promotional video would have to be taken down which will make the campaign less effective. Furthermore a talent release form will also be needed so that we have permission to film and use the designated actor and we'd own everything that will be recorded. An ethical that we could face for example is filming a person under the age of 18 for more than 2 hours which is illegal in the filming industry. This relates ethically but also legally meaning that we'd have to keep this in mind when using our teen actor. More ethical issues to keep in mind are not to include any racists, xenophobic content which will cause issues with regulatory bodies, not just in the promotional video but also in both print
The ASA known as the Advertising Standard Authority will review all products created for the campaign meaning that what we've created cannot be misleading as this can result in us taking down certain products and will have to adjust them in order to meet their standards. The ASA also checks if our products are suitable for the targeted audience meaning that we'd have to use code and conventions suitable to our audiences. If guidelines are not met from the regulatory body they can stop us from producing more content but also remove what would have been created. This is why following the guidelines from the ASA are crucial for the success of the campaign. When the guidelines are met we then need to think about our customers meaning that if they're not pleased or find any information harmful or misleading this could cause lead to issues with the ASA. This could then stain our reputation and potentially cancel the campaign.
Another issue that we can prevent before creating our final products is by purchasing the rights to the logo and font that will be used within our products. This will mean that no one can take the same elements that we're going to use meaning that we don't do deal with any legality issues with other companies or businesses that may copy our idea. This then could also link back to the ASA as products can become misleading if other business start using the same ideas.
Overall following these guidelines will make the publishing process easier but also prevent us from being sued for the reasons mentioned above. This will also reduce the time in which we can deliver the product which will save us and the client money and resources, making this whole process more efficient.
There are many regulations that we have to follow in order to make out products official. Legally we need to make sure that we don't break any copyright laws. This for example can be prevented by finding music that is free to use for our video. Another problem we could encounter when filming is recording other products, which will either have to be blurred out or just be extra careful when filming, to avoid a copyright breach. This law is the only one that can compromise our product meaning that we'd have to take extra care when recording, but also when creating print products as we don't want to include features such as images that are owned by someone else. Breaching copyright could be devastating for the campaign as we would sued for infringing this law. Another issues that we could face is the location. In order for us to film we'd have get the right documentation and have the owner of the location sign a location release form so that we are able to film on the premises without any issues. If overlooked the owner of the location could sue us meaning that our promotional video would have to be taken down which will make the campaign less effective. Furthermore a talent release form will also be needed so that we have permission to film and use the designated actor and we'd own everything that will be recorded. An ethical that we could face for example is filming a person under the age of 18 for more than 2 hours which is illegal in the filming industry. This relates ethically but also legally meaning that we'd have to keep this in mind when using our teen actor. More ethical issues to keep in mind are not to include any racists, xenophobic content which will cause issues with regulatory bodies, not just in the promotional video but also in both print
The ASA known as the Advertising Standard Authority will review all products created for the campaign meaning that what we've created cannot be misleading as this can result in us taking down certain products and will have to adjust them in order to meet their standards. The ASA also checks if our products are suitable for the targeted audience meaning that we'd have to use code and conventions suitable to our audiences. If guidelines are not met from the regulatory body they can stop us from producing more content but also remove what would have been created. This is why following the guidelines from the ASA are crucial for the success of the campaign. When the guidelines are met we then need to think about our customers meaning that if they're not pleased or find any information harmful or misleading this could cause lead to issues with the ASA. This could then stain our reputation and potentially cancel the campaign.
Another issue that we can prevent before creating our final products is by purchasing the rights to the logo and font that will be used within our products. This will mean that no one can take the same elements that we're going to use meaning that we don't do deal with any legality issues with other companies or businesses that may copy our idea. This then could also link back to the ASA as products can become misleading if other business start using the same ideas.
Overall following these guidelines will make the publishing process easier but also prevent us from being sued for the reasons mentioned above. This will also reduce the time in which we can deliver the product which will save us and the client money and resources, making this whole process more efficient.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.
All the content below are pre-production materials which help create the final products but to also help foresee mistakes. Thanks to these resources and it will help us save time and be efficient when creating the final product as our final idea will be solid.
Researching into competitors:
There are many competitors within this sector meaning that gaining a competitive advantage is key for a new product like Phizzwizard. We took in many ideas so that we could get an insight on codes and conventions used within other products. We looked at Dr Pepper and Coca Cola, we overlooked many aspect and how simple some of the marketing products are. We wanted to keep simplicity across all of our products so that we can portray a clear message across all products. As you can see they have all have clarity and send their message across effectively. The products we're advertising is a soda can meaning that these examples are perfect. This shows how important it is to have a product shot, logo and what the liquid looks like in a glass to get consistency of message across all products. These brands target pretty much taget anyone as they're very well established in the marketing sectors. They all reach their target audiences by sharing a consistent message across all their products. For example the coca cola video advert below shows how their product is available and for everyone to consume. These are our main competitors because they're part of the soda drink market meaning that the have similar audiences and need to create the best product in order to stay above competition. Coca cola is predominantly the one at the top as they own Sprite and Fanta meaning that they've got multiple brands within the industry.
Competitors adverts (Magazine - Billboards):
Video Adverts:
Coca Cola Advert:
Dr Pepper 80's themed advert:
Research into advert conventions:
From the video and print adverts above, we had taken inspiration from each of the print products, informing us to keep the adverts simple yet effective, the codes and conventions that stood out to helps us comprehend was the use of vivid, bold, simple colours that are eye catching. As well, as a product shot of the ‘can’ itself representing the drink vividly, this convention is essential as it’s the product your aiming to sell, therefore it must be centered so consumers become attracted and see the image as they cut through the centre of the ‘Z’ of the billboard and magazine advert. This is essential when wanting your target audience to gain a clear visual of the product. Also, the logo is centered on the drink hence why the rotation and placement must show this on the can so brand image is increased through each advert. Another code and convention is that a clear link is essential between both products, they must contain the same slogan, shown in the Dr. Pepper print adverts, as this shows that if only one product is recognized they’d still gain the same message that was delivered.
Whereas, in the video adverts, we had an idea from the Dr. Pepper ad to use a vending machine as a retro way to get a soda based drink, and if you don’t drink the drink, you wouldn’t be as happy minded as you could have, hence why we wanted to implement this with ‘childhood memories’. If you drink the strawberry flavoured soda, you’d be remembered of your childhood dreams, so it’s a similar concept. Whereas, from the Coca-cola advert, its message is there’s a drink for everyone, we want everyone to enjoy this drink, we want it to be liked by the 13-18 year olds and the retro audience, we want to express it in a way we can attract the audiences, this has to be done visually showing the positivity and it doesn’t ‘give childhood memories’. Also, the change of shots aid this message to get across, but we want to deliver the message using one actor, but them representing both audiences, showing this drink is drink that everyone needs to generate the feeling and taste the audience wants. There is a Phizz wizard can available for everyone. The use of many short shots allows the message to be consumed in many ways, so we feel if we use many angles it will help us portray the positive of the drink from many perspectives.
Gantt chart:
We've created this so that we have a clear plan for all 3 productions stages minimising mistakes and facilitating working as a team.
We've created this so that we have a clear plan for all 3 productions stages minimising mistakes and facilitating working as a team.
Digital Template:
We've created these in order to help us imagine the finished product but to also help us remember the codes and conventions that are needed in both products.
We've created these in order to help us imagine the finished product but to also help us remember the codes and conventions that are needed in both products.
Mock ups:
These sketches are used to helps us visualize the final product similarly to the block outs above. However this is more detailed and includes more visual components which kind of shapes the final product.
These sketches are used to helps us visualize the final product similarly to the block outs above. However this is more detailed and includes more visual components which kind of shapes the final product.
Billboard:
Magazine Advert:
Storyboard:
Mood Board:
This mood board helped us create our final product as its a visual representation of all the elements that gave us ideas for a 90's retro product. Things such as arcades, clothing and things that kids use to do back in the day to give the product that retro feel and helped us incorporate it into our final product.
This has helped us plan our video advert and see what it would look like before anything was filmed. This is beneficial as it helps to avoid mistakes when recording for the final product.
Mood Board:
This mood board helped us create our final product as its a visual representation of all the elements that gave us ideas for a 90's retro product. Things such as arcades, clothing and things that kids use to do back in the day to give the product that retro feel and helped us incorporate it into our final product.
Location Recce:
Shot by shot list:
Treatment:
Personnel for Advert:
Permission Forms:
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