Planning the adverts
Learning outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief
This is a Gantt Chart, this shows up how long we will be spending on each production task as well as who will be completing it and where.
This will help us to be organised and efficient when completing all our production work.
We were able to follow the Gantt chart so we could stay on top of our tasks and see who was completing what at what time. This was useful so that no one was doing the same task or doing the wrong thing and the wrong time.
These are our drawn plans for both the magazine and billboard adverts, we used the same colour scheme as the one that Carter Soft Drinks used on the can. This was because it is important for the audience to recognise our brand and remember what we are selling from a glance rather than reading text off a page to understand and remember what we are selling. We included the link to all of our social media pages that have been created to aid in spreading the word about a new 'retro' fizzy drink.
This is our storyboard, we used this as a guideline to understand how our video advert would look.
It showed us what movements we needed for the props, the times for each shot and the music and special effects for each shot.
Other components of our campaign such as other designs for different billboards, apps that have games linked to the drink and other videos were created in planning.
The app would have used the same colour scheme from on the can as well as the same fonts. The main music for the app would have been the 'Chaplin' music to fit the theme of 'retro reminiscing'.
P3:(U3)
Another example is the Vimto Lowrider Advert, they used a well known song at the time of their ad release. They added women which is the technique that 'sex sells', this would stereotypically entice more male audience. They used the ingredients that the product contains which helps them to advertise what is in what they are selling. Near the end when the fruit mashes together and creates the drink they are selling their slogan ties in as it is 'seriously mixed up fruit' which is what has happened in the ad. This slogan is a play on words for their product. As well as this both the Fanta advert and the Vimto advert have
M2 (U20): Justify the choice of planned components by targeted media sector
This is an Adobe Spark presentation that justifies our choice of planned media components for the advertising campaign as well as justifying why they have been incorporated.
The decision to have a video as part of our campaign was made for a few reasons, the first was because the brief that our client carter soft drinks gave to us stated that they wanted a video advert as part of their campaign for their new soft drink. Regardless of whether they wanted the video in their campaign my group and I decided that my including one would help us to reach the audience that they were aiming for. This is because of the age of the target audience are known for the usage of social media as well as their interest in motion picture adverts. Since conducting our research we found that majority of our target audience age group are more likely to watch a video advert of a product and buy it than buying it based on a poster or billboard.
We have chosen to advertise the drink through the use of a billboard advert, magazine advert and a TV advert. We originally decided to use these three types of advertisements because the client, "Carter Soft Drinks" have requested in the client brief for these three types of advertisements to be products. We chose these types of adverts because firstly, the billboard advert, directly targets the target audience. This is because the target audience of which is middle aged people will mostly be driving, and therefore meaning most of the customers that are targeted will be driving past the advert. Secondly the magazine advert. Magazines are generally picked up from middle aged people as technology means that the younger audience of which are within the age of 13-18 years will be reading magazines online. The magazine advert is bright with colours which is red and pink, meaning it sticks to the colour theme, while at the same time catches the readers attention. This is important as catching the readers attention is what draws them into to wanting to purchase the drink.
With regards to the TV advert, we decided to go with the theme of a stop motion. Stop motions are a classic style of video which generally appeals to the younger and middle aged audience. Through the use of bright colours this will attract the attention as mentioned before, while the strawberry laces of which are always a childhood favourite, will appeal to the younger generation of 13-18 year olds. Moreover, the choice of music on this advert will be Charlie Chaplin as we need an up beat style of music, but also a style of music that appeals to to the middle aged target audience.
The colour scheme is one of the most important parts of an advert, it has to link to the packaging of the can. If this is done successfully, when someone goes into a store and sees that colour can, they will recognise it instantly as "Phizz Wizz", this will be largely due to the fact that the three different types of adverts has the exact same colour scheme, therefore resulting in a trigger with the brain when they see the same colour can in a store. Furthermore, as the colour theme is pink and red, these colours are seen as warm colours and therefore creating the possibility of improving their mood. Colour is powerful because it can change the mood of potential customers. If a an advert improves our state of mind, then the audiences' relationship with a brand will deepen and the probability of a purchase will increase.
We choose the slogan "Phizz up your life" because it encourages the target audience to go out and have fun, this helps them to relate back to their childhood, of which is when they likely were to have eaten the strawberry laces. With this slogan, it will help the target audience to think back to their past when they were eating strawberry laces and will trigger a good feeling in their brain which will result to a potentially increase chance in a purchase of the product.
Proposal for
Carter Soft Drinks on Phizz Wizzard: Strawberry Lace fizzy drink:
By: The Public
Eye Advertising Agency
The Public Eye Advertising Agency have been asked to create an
advertising campaign for Carter Soft Drinks latest fizzy drink names
Phizzwizzard. The drink tastes of strawberry laces and the liquid is red in
colour. This drink is only to be sold in cans (this is their unique selling
point), aiming at a retro audience of 30-somethings who mostly had canned
drinks when they were younger as well as a major audience of young people aged
13-18.
Our campaign has to include a billboard advert, magazine advert and a
video advert as well as other ideas for different elements of the campaign.
We have completed visualisation diagrams, sketches, mood-boards,
pre-production schedules and project plans to show Carter Soft Drinks our plans
to bring their vision to life.
Aims and Objectives:
In this campaign the aims and objectives is to create three different adverts, a magazine advert, a billboard advert and a TV advert to promote the new drink “Fizz Wizard”. This campaign focuses on the primary target audience of 30 year olds (on average) which is a retro style of age group. The aims are to increase sales and brand awareness of this product to the more middle aged audience.
Locations:
There is one set location to shoot the whole video. This is because of the design of video that we chose to create of which is a stop motion. The location has been scouted out to be in the science lecture theatre of JCoSS. This is because there is a green screen in it and with the door closed the room can be almost silent, meaning there will be no noise pollution.
Clearances and permission:
To record in the science lecture theatre, we will need request permission from the school to make sure that we have permission. This science lecture theatre is considered a private area, meaning it will be a lot easier to request permission to film rather than if it was in a public area, meaning we would have to request permission from the local council, for legal and ethical reasons.
Costumes:
There will be one costume needed which is a green morph suit. This green morph suit will allow for someone to go behind the camera and enter the scene while not being seen as the green screen will detect the colour green and render the the actor invisible. This will allow the can to be lifted up with out a hand getting in the way of the shot, meaning it will add a better effect to the end result.
Props:
The props that will be used is a table and the can itself. These are essential to the advert as the table is what will hold the can up while the can is the main part of the advert. Without the can being in the video, the advert will not be able to be made due to the fact that the sole purpose of the campaign will be about the drink.
Equipment:
The equipment needed will be:
· Camera
· Tripod
· SD Card
· Lighting
Mac book to edit the video
Style of video:
The style of this video is a stop motion style video. It will involve opening the can and demonstrating what the flavour will taste like with strawberry laces pouring out of the can rather than actual liquid. Therefore demonstrating that this is the flavour that te audience should expect when consuming this drink.
Resources:
There are many different resources for this campaign. There are three people that are included in the human resources. Lauren McGurk, Adam Nahum and Gabriel Spalter. Furthermore, other resources needed are the props such as the strawberry laces and a canned drink. The canned drink will have the wrapper on it to show the brand of the drink, otherwise it will almost be as if the advertisement is of a different drink. Furthermore, we will need some software as well to make sure that using Photoshop, the magazine and billboard advert is created professionally while the video also is created professionaly.
Job roles of group:
· Lauren McGurk is the Project manager/producer.
· Gabriel Spalter is the Director
· Adam Nahum is the camera operator.
Test runs:
The project will need a few test runs to make sure the plan works correctly for the video, if it doesn’t, the video idea will have to change a little bit from the story board to make sure that the video and the other adverts work within the campaign.
Our mood board is a representation of what we take from proposal, everything we believe it related/ relevant to PhizzWizzard and how we want to portray it in our advert. We decided to include a variety of sweets that we believe to be retro and related to the Phizzwizzard idea. Pop Art is a form of art that emerged in the 1950s and flourished in the 1960s it drew its inspiration from popular and commercial culture. We thought that this was the best type of art work and style to use for our campaign as it was the vision of our retro fizzy drink.
This is a Gantt Chart, this shows up how long we will be spending on each production task as well as who will be completing it and where.
This will help us to be organised and efficient when completing all our production work.
We were able to follow the Gantt chart so we could stay on top of our tasks and see who was completing what at what time. This was useful so that no one was doing the same task or doing the wrong thing and the wrong time.
These are our drawn plans for both the magazine and billboard adverts, we used the same colour scheme as the one that Carter Soft Drinks used on the can. This was because it is important for the audience to recognise our brand and remember what we are selling from a glance rather than reading text off a page to understand and remember what we are selling. We included the link to all of our social media pages that have been created to aid in spreading the word about a new 'retro' fizzy drink.
This is our storyboard, we used this as a guideline to understand how our video advert would look.
It showed us what movements we needed for the props, the times for each shot and the music and special effects for each shot.
This is our twitter page where we will share images and posts about the release, the product and possible competitions in relation to the brand and the product. This keeps the social platform updated as twitter has over 330 million users.
Other components of our campaign such as other designs for different billboards, apps that have games linked to the drink and other videos were created in planning.
The app would have used the same colour scheme from on the can as well as the same fonts. The main music for the app would have been the 'Chaplin' music to fit the theme of 'retro reminiscing'.
Treatment:
Billboard poster
For the billboard poster, we will decide to design it with vibrant colours. The specific vibrant colour chosen is pink/red. These two colours were chosen because not only does it fit the theme of strawberry laces, but it also catches the eye, especially when people are just walking past and drivers are driving past, it needs to be catching attention. Furthermore, when designing the billboard we will make it portrait. The portrait design fits the style of a billboard advert as they are all in the format of portrait, rather than landscape. This is important when designing a billboard advert. The next feature that we will add in the design of the billboard advert is the can. With the can on the advert, it will help remind the customers what the can looks like when they go into the store, otherwise they may see the advert and not know what to look for when they go into the store, if they want to try the drink. The main idea behind the billboard advert is to minimise the text, to avoid distracting the driver from the road by making them read something, and instead just maximise the meaning of the message with as little words as possible. This is essential as it will make the reader interested and potentially want to go into a store and purchase the drink.
Magazine advert
For the magazine advert we will decide to stick to the colour scheme, meaning the colour will be more recognisable when people see the advert. This will allow the colour and the drink to stick in the heads of the people reading the magazine, and the next time they see that colour or see the drink it will remind them of the advert and potentially purchase the drink. For the magazine advert we will also include our social media platforms for potential interested readers to follow the social media pages, therefore potentially increasing brand awareness and allowing them to share around the different accounts, meaning it increases our publicity. Furthermore, along with the same colour scheme we will decide to include the image of the can as well. This helps to make the can more recognisable to the public as they will know what to look for when they next try and purchase the drink.
Viral video
For the viral video, we will decide to create a stop motion video. This will be a creative way to advertise the canned drink. Stop motion was very popular a few years ago therefore fitting the target market of which is middle aged adults. Moreover, the music choice will be charlie Chaplin themed music which will remind the target market group of their child hood, therefore reminding them of good memories. Having said this, the video will be quite short, to keep the attention of the viewers, keeping them interested and therefore increasing the chance of them being satisfied and therefore making them want to purchase the product. I will also include the can in the video as including the can will allow them to know what the can looks like, meaning it will be more appealing and they will be able to find it in the stores if the decide to purchase the drink.
Social media
For the social media advert we will be making an interactive advert which will include a competition, where who ever shares the advert the most will have a chance of winning a years supply of the drink. Following this, the audience will be sharing the drink a lot allowing the brand awareness to increase drastically. After doing some research I haven noticed the target market of which are middle aged adults, mainly use Facebook. Therefore, most of the advertising will be done on Facebook.
P3:(U3)
Research into advert conventions:
There are many different styles of adverts and different conventions that constitute an accurate advert.
The purpose of an advert is to inform and sell a product to the viewer.
Conventions refers to the familiar and predictable forms and techniques used by the media to communicate certain ideas.
They become conventions by through their repeated use in which the audience become familiar with them and expect them when watching an advert.
Slogans, USP, endorsement (sometimes), Icons, persuasive language, audio codes, technical codes are all different conventions of adverts.
There are many fizzy drink companies that have characters or celebrity endorsements who are representing the brand.
There are many many strategies that fizzy drink companies use to gain their audience's attention and attract them to their product.
They make them want their product, they convince them that there is a community around their product and the only way to become a part of it is to buy the product they are selling. They let their audience know that their brand is different and unique.
Research into competitors:
We can see this by the Fanta advert, they used music created for their ads as well as a colour scheme so individualised that their audience would know exactly what product was being advertised.
As we can see from the advert, the artwork was created specifically for Fanta to compliment the characters that they were using. This is a good technique as when the audience sees this they will know that this is specific to a certain brand.
Another example is the Vimto Lowrider Advert, they used a well known song at the time of their ad release. They added women which is the technique that 'sex sells', this would stereotypically entice more male audience. They used the ingredients that the product contains which helps them to advertise what is in what they are selling. Near the end when the fruit mashes together and creates the drink they are selling their slogan ties in as it is 'seriously mixed up fruit' which is what has happened in the ad. This slogan is a play on words for their product. As well as this both the Fanta advert and the Vimto advert have
From our research we concluded that audiences of all ages prefer music and sound effects when watching adverts instead of long dialogue as it is easier to focus on. The music is a key theme in all adverts as each one is different and memorable for different reasons. We did discover that its preferred to have real life people in adverts but its not a factor that makes someone turn the advert off and not buy the product.
M2 (U20): Justify the choice of planned components by targeted media sector
This is an Adobe Spark presentation that justifies our choice of planned media components for the advertising campaign as well as justifying why they have been incorporated.
The decision to have a video as part of our campaign was made for a few reasons, the first was because the brief that our client carter soft drinks gave to us stated that they wanted a video advert as part of their campaign for their new soft drink. Regardless of whether they wanted the video in their campaign my group and I decided that my including one would help us to reach the audience that they were aiming for. This is because of the age of the target audience are known for the usage of social media as well as their interest in motion picture adverts. Since conducting our research we found that majority of our target audience age group are more likely to watch a video advert of a product and buy it than buying it based on a poster or billboard.
We have chosen to advertise the drink through the use of a billboard advert, magazine advert and a TV advert. We originally decided to use these three types of advertisements because the client, "Carter Soft Drinks" have requested in the client brief for these three types of advertisements to be products. We chose these types of adverts because firstly, the billboard advert, directly targets the target audience. This is because the target audience of which is middle aged people will mostly be driving, and therefore meaning most of the customers that are targeted will be driving past the advert. Secondly the magazine advert. Magazines are generally picked up from middle aged people as technology means that the younger audience of which are within the age of 13-18 years will be reading magazines online. The magazine advert is bright with colours which is red and pink, meaning it sticks to the colour theme, while at the same time catches the readers attention. This is important as catching the readers attention is what draws them into to wanting to purchase the drink.
With regards to the TV advert, we decided to go with the theme of a stop motion. Stop motions are a classic style of video which generally appeals to the younger and middle aged audience. Through the use of bright colours this will attract the attention as mentioned before, while the strawberry laces of which are always a childhood favourite, will appeal to the younger generation of 13-18 year olds. Moreover, the choice of music on this advert will be Charlie Chaplin as we need an up beat style of music, but also a style of music that appeals to to the middle aged target audience.
The colour scheme is one of the most important parts of an advert, it has to link to the packaging of the can. If this is done successfully, when someone goes into a store and sees that colour can, they will recognise it instantly as "Phizz Wizz", this will be largely due to the fact that the three different types of adverts has the exact same colour scheme, therefore resulting in a trigger with the brain when they see the same colour can in a store. Furthermore, as the colour theme is pink and red, these colours are seen as warm colours and therefore creating the possibility of improving their mood. Colour is powerful because it can change the mood of potential customers. If a an advert improves our state of mind, then the audiences' relationship with a brand will deepen and the probability of a purchase will increase.
We choose the slogan "Phizz up your life" because it encourages the target audience to go out and have fun, this helps them to relate back to their childhood, of which is when they likely were to have eaten the strawberry laces. With this slogan, it will help the target audience to think back to their past when they were eating strawberry laces and will trigger a good feeling in their brain which will result to a potentially increase chance in a purchase of the product.
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