Planning the adverts (U20: P2, P3, M2, D1)
Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief.
The Plan for the video:
Our video idea is having someone drink Phizzwizzard, proceeding to re-live their youth, in their fully grown form. This relates to the client brief in a clever way, as it matches the call to bring the older generation back to their youth. This is going to be done by starting off with someone who is in their 30s/40s, drinking the can of Phizzwizzard, the secondary target audience for the drink. This will be followed by sudden music and we see the main character slowly go back each year, as he relives his childhood.
We see the music change and a costume for each of those years. The advert will start in the present day, descending back to the 80s and travelling through the years, re-going us in the present day. Each year gives a taste of what they wore and what was listened to in that era. We will be tracking our actor as he goes round dancing and reliving his favourite childhood activities to upbeat music. The style of the actor will change dependent on the year, making the advert nostalgic and giving the secondary audience something to remember from their past, as well as making it funny and exciting for the 13-18 year olds.
Plan for Magazine Advert:
For the magazine advert, it will be an A4 size, using a colour scheme of pink. This is because the Phizzwizzard logo consists of these colours, creating synergy between the two. We will have a picture of the can in the middle taking up the majority of the page on a pink background, showing that the can is the main focus of the page.
The plain and simplistic design showcases the product and brand in all its glory. It tells the consumer that there is nothing fancy about the drink, its just simply does what it says on the label. It doesn't complicate the product, keeping it simple yet effective for what we want to achieve.
Plan for Billboard Advert:
For our billboard advert we need to use the space wisely, in order to best sell and advertise the product. We are going to use a picture of the can on the billboard, with the chosen slogan taking up most of the billboard. This is in order to leave something in the consumers heads, giving them something to take away with them. Having a catchy slogan will help people remember the drink, further selling the product.
The bold and bright colour scheme will stand out and catch peoples eyes when they drive past, enticing them to purchase the drink as its fresh in their heads. The colour scheme will also make consumers relate these colours to Phizzwizzard. By having a theme that follows the magazine advert it helps with brand awareness and will help people recognise Phizzwizzard, creating synergy and a clear brand.
Plan for the Social Media Advert:
For our social media advert, we aim to create a simple, yet effective poster that will intertwine with the theme of the billboard and magazine advert. We will have a pink background, with the can being the main focus, positioned in the middle of the page with a slogan being written underneath it.
The caption will include a #, so people can post them drinking the product, resulting in more brand exposure, leading to a boost in popularity and brand awareness. Having a social media advert attracts a teenage target audience, as they will share it around different social media platforms, which mainly attract an audience of people in their teens, creating more brand awareness and giving it good reviews, meaning more people will buy it.
Advert conventions:
This billboard advert by Coca Cola coincides with the normal advert conventions. It clearly outlines what exactly they are advertising, shown through the colour scheme chosen. Red has become synonymous with coca cola, with coke abiding to conventions of a clear colour scheme.
Another convention that Coca Cola abides to is their use of a slogan. The slogan sticks in the readers head, giving them something to relate to the product. Slogans allow companies to create brand exposure and conversations amongst consumers.
Having a clear photo of the product shows the consumers what it is exactly is being adverts. This is a necessary convention that is followed by all companies. This is because without a clear image of the product itself.
Similarly, when companies produce adverts in magazines, they abide to conventions to make sure the advert catches the eye of the consumer as they flick through.
Bold text stands out on the page, drawing the consumer to the page, almost forcing them into reading the information on the page. The bold text forces its way into the consumers heads, bringing something away with them.
Synergy between all forms of advertising with the same slogan creates a form of familiarity for the consumer. The more they read the slogan, the more it will stay in the audiences memories. The slogan appears across all forms of advertisement in order to attach something short and snappy too the product.
Including a clear image of the product is a convention that occurs over all forms of advertising. The image being clear on the page is essential to establish what it is the advert is advertising, not leaving anything up to the imagination.
Just how billboards and magazines adverts have conventions, TV adverts also have conventions that all companies will stick too.
The slogan again is at the centre of the advert. The consumer sees the slogan and it catches their eye straight away, giving them something to take away with them and giving them something to attach the product to.
The logo is clearly situated in the advert. This again clearly shows consumers what the advert is advertising.
The mascot of 7up being included in the advert gives a comedic appeal, as well as another thing that can be related back to the product.
Advert Competitors:
As our product is a fizzy beverage, there are many competitors currently available on the market. These competitors have been at the top level of what they do for many years, meaning the advertising opportunities they have are much greater than ours. Therefor we need to adapt what these competitors have done, to fit our budget.
7up did something similar to our idea, with a very simplistic billboard containing just a clear colour scheme, relating the product, a clear image of the product itself and a slogan.
This type of billboard has been proven to be very successful. This is due to it only counting the necessities, as people will be more concentrated on the road, so will only have a few seconds to look at the billboard. Filling the billboard with too much doesn't give the consumer enough time to dissect the important information from the billboard, not keeping the necessary information in the consumers heads.
The clear and bold text allows the consumer to read the information from a long way away. This allows the information to be seen by everyone. The slogan being the biggest text tells the audience what the most important part of the build board is.
Similarly, Fanta went for a simplistic, but more layered approach to their billboard. They have the conventional bold image and text, in order to stand out and be visible from a distance. But they've also added a season addition to the advert.
Fanta does this too appeal to Halloween loving consumers. They are attaching their product to a highly popular festival in America, relating themselves to the people and the season. This branches out their product to new consumers and to a new demographic.
MoodBoard:
The moodboard shows different adverts from successful companies and competitors of ours. We gathered these adverts specifically as they best depict the appropriate codes and conventions of different advertising ways. We plan too take aspects from some of these adverts, as they are proven too be very successful at advertising.
Gantt Chart:
StoryBoard:
Legal and Ethical Issues:
During the creation of our adverts, we will have to ensure we abide to certain legal and ethical issues, ensuring that our adverts don't harm anyone and is allowed to be shown to the widespread public.
Ethical Issues:
An ethical issue during the filming of our film may cause is the representation of the older generation. As our advert involves a middle aged man, re-living his youth in his current form, we will have to ensure we show this age group in a positive manner. This will effect our advert as if we present an older generation in a derogatory way, it will attach our product and brand to negative thoughts and stereotypes. If enough people feel we were will also result in our advert getting called up by the ASA, resulting in the removal of the advert and therefor preventing the ad from being viewed by the target audience.
Reinforcing stereotypes is a big ethical issue, especially in todays society, with the one that causes the most controversy gender stereotypes. If our advert enforces any of these stereotypes, will come under a lot of scrutiny, resulting in a poor public image and thus us being unable to move our product to the desired consumers. Enforcing gender stereotypes will result in our advert receiving high amount of complaints being issued, resulting in the advert being removed and our product not being able to be advertised to its fullest. If we then try and produce another advert after, the past will stick with us, and we will be very unpopular amongst a certain section of potential buyers.
Concealment of facts is an ethical issue which will spark a huge conversation, regarding the legitimacy of not only our product, but our company. If we hide facts from the audiences, which may not be the most flattering but are also important in influencing audiences into purchasing or not purchasing our product, then this will depict us to be untrusting and fraudulent. If we are found to be concealing information that should be available for public information, then we could find ourselves in a lot of trouble with both authorities and consumers.
As we are advertising a fizzy drink, it raises many health concerns, as it contains a high amount of sugar. Today, there is a mass concern about peoples health, especially as there has been a mass rise in child obesity. To overcome this issue, we will include heath warnings on the back of the can, highlighting the risks of consuming too much sugar. Not only this, but will we ensure the correct measurements are labelled clearly on the can.
Legal Issues:
A legal issue that will be have to be mindful of is racism. As our advert's main character is a white male, we will have to make sure we don't depict the drink to only be targeted towards a white community. This will again attach our brand to a group which we heavily want to dissociate ourselves with. If our advert is considered racist, it will hamper the sales and result in our company gaining a negative public image. Having our advert considered racist will prevent us from being able to sell the product and will mean we develop a poor public image.
Copyright is an essential legal issue we will need to consider during the creation of the advert. If we don't gain the appropriate documents, allowing us to use certain music that may have copyright issues, it will end in our advert being removed from public viewing. This will mean we are unable to properly establish ourselves as a big, public brand and therefore not sell as well as we would like to. We will avoid this by making sure we gain permission to use any music that we will require in the advert.
Making sure our advert is not false or misleading is a vital part during the creation of our advert. If we make promises or claims in our advert, that would attract people into purchasing the product, but the claims made are completely fabricated, this will result in the advert being banned from public viewing. Not only this, but it will give us a poor reputation, as people will feel they can't trust what it is we are advertising.
Risk Assessment:
Treatment:
Justification:
Potential problems:
People may find their way into the shot, forcing us to re-shoot the shots multiple times. This will stall our progression, as we will have to ensure the backgrounds stay clear at all times. If anyone does happen to find their way into the shots, people who we didn't intend to, this can cause us legal problems as we won't have permission from them.
Location Release Form:
Talent Consent and Release Form:
Shot by Shot:
Visualisation Diagram:
Magazine:
Billboard:
The Plan for the video:
Our video idea is having someone drink Phizzwizzard, proceeding to re-live their youth, in their fully grown form. This relates to the client brief in a clever way, as it matches the call to bring the older generation back to their youth. This is going to be done by starting off with someone who is in their 30s/40s, drinking the can of Phizzwizzard, the secondary target audience for the drink. This will be followed by sudden music and we see the main character slowly go back each year, as he relives his childhood.
We see the music change and a costume for each of those years. The advert will start in the present day, descending back to the 80s and travelling through the years, re-going us in the present day. Each year gives a taste of what they wore and what was listened to in that era. We will be tracking our actor as he goes round dancing and reliving his favourite childhood activities to upbeat music. The style of the actor will change dependent on the year, making the advert nostalgic and giving the secondary audience something to remember from their past, as well as making it funny and exciting for the 13-18 year olds.
Plan for Magazine Advert:
For the magazine advert, it will be an A4 size, using a colour scheme of pink. This is because the Phizzwizzard logo consists of these colours, creating synergy between the two. We will have a picture of the can in the middle taking up the majority of the page on a pink background, showing that the can is the main focus of the page.
The plain and simplistic design showcases the product and brand in all its glory. It tells the consumer that there is nothing fancy about the drink, its just simply does what it says on the label. It doesn't complicate the product, keeping it simple yet effective for what we want to achieve.
Plan for Billboard Advert:
For our billboard advert we need to use the space wisely, in order to best sell and advertise the product. We are going to use a picture of the can on the billboard, with the chosen slogan taking up most of the billboard. This is in order to leave something in the consumers heads, giving them something to take away with them. Having a catchy slogan will help people remember the drink, further selling the product.
The bold and bright colour scheme will stand out and catch peoples eyes when they drive past, enticing them to purchase the drink as its fresh in their heads. The colour scheme will also make consumers relate these colours to Phizzwizzard. By having a theme that follows the magazine advert it helps with brand awareness and will help people recognise Phizzwizzard, creating synergy and a clear brand.
Plan for the Social Media Advert:
For our social media advert, we aim to create a simple, yet effective poster that will intertwine with the theme of the billboard and magazine advert. We will have a pink background, with the can being the main focus, positioned in the middle of the page with a slogan being written underneath it.
The caption will include a #, so people can post them drinking the product, resulting in more brand exposure, leading to a boost in popularity and brand awareness. Having a social media advert attracts a teenage target audience, as they will share it around different social media platforms, which mainly attract an audience of people in their teens, creating more brand awareness and giving it good reviews, meaning more people will buy it.
Advert conventions:
Another convention that Coca Cola abides to is their use of a slogan. The slogan sticks in the readers head, giving them something to relate to the product. Slogans allow companies to create brand exposure and conversations amongst consumers.
Having a clear photo of the product shows the consumers what it is exactly is being adverts. This is a necessary convention that is followed by all companies. This is because without a clear image of the product itself.
Bold text stands out on the page, drawing the consumer to the page, almost forcing them into reading the information on the page. The bold text forces its way into the consumers heads, bringing something away with them.
Synergy between all forms of advertising with the same slogan creates a form of familiarity for the consumer. The more they read the slogan, the more it will stay in the audiences memories. The slogan appears across all forms of advertisement in order to attach something short and snappy too the product.
Including a clear image of the product is a convention that occurs over all forms of advertising. The image being clear on the page is essential to establish what it is the advert is advertising, not leaving anything up to the imagination.
The slogan again is at the centre of the advert. The consumer sees the slogan and it catches their eye straight away, giving them something to take away with them and giving them something to attach the product to.
The logo is clearly situated in the advert. This again clearly shows consumers what the advert is advertising.
The mascot of 7up being included in the advert gives a comedic appeal, as well as another thing that can be related back to the product.
Advert Competitors:
As our product is a fizzy beverage, there are many competitors currently available on the market. These competitors have been at the top level of what they do for many years, meaning the advertising opportunities they have are much greater than ours. Therefor we need to adapt what these competitors have done, to fit our budget.
7up did something similar to our idea, with a very simplistic billboard containing just a clear colour scheme, relating the product, a clear image of the product itself and a slogan.
This type of billboard has been proven to be very successful. This is due to it only counting the necessities, as people will be more concentrated on the road, so will only have a few seconds to look at the billboard. Filling the billboard with too much doesn't give the consumer enough time to dissect the important information from the billboard, not keeping the necessary information in the consumers heads.
The clear and bold text allows the consumer to read the information from a long way away. This allows the information to be seen by everyone. The slogan being the biggest text tells the audience what the most important part of the build board is.
Fanta does this too appeal to Halloween loving consumers. They are attaching their product to a highly popular festival in America, relating themselves to the people and the season. This branches out their product to new consumers and to a new demographic.
MoodBoard:
The moodboard shows different adverts from successful companies and competitors of ours. We gathered these adverts specifically as they best depict the appropriate codes and conventions of different advertising ways. We plan too take aspects from some of these adverts, as they are proven too be very successful at advertising.
Gantt Chart:
StoryBoard:
Legal and Ethical Issues:
During the creation of our adverts, we will have to ensure we abide to certain legal and ethical issues, ensuring that our adverts don't harm anyone and is allowed to be shown to the widespread public.
Ethical Issues:
An ethical issue during the filming of our film may cause is the representation of the older generation. As our advert involves a middle aged man, re-living his youth in his current form, we will have to ensure we show this age group in a positive manner. This will effect our advert as if we present an older generation in a derogatory way, it will attach our product and brand to negative thoughts and stereotypes. If enough people feel we were will also result in our advert getting called up by the ASA, resulting in the removal of the advert and therefor preventing the ad from being viewed by the target audience.
Reinforcing stereotypes is a big ethical issue, especially in todays society, with the one that causes the most controversy gender stereotypes. If our advert enforces any of these stereotypes, will come under a lot of scrutiny, resulting in a poor public image and thus us being unable to move our product to the desired consumers. Enforcing gender stereotypes will result in our advert receiving high amount of complaints being issued, resulting in the advert being removed and our product not being able to be advertised to its fullest. If we then try and produce another advert after, the past will stick with us, and we will be very unpopular amongst a certain section of potential buyers.
Concealment of facts is an ethical issue which will spark a huge conversation, regarding the legitimacy of not only our product, but our company. If we hide facts from the audiences, which may not be the most flattering but are also important in influencing audiences into purchasing or not purchasing our product, then this will depict us to be untrusting and fraudulent. If we are found to be concealing information that should be available for public information, then we could find ourselves in a lot of trouble with both authorities and consumers.
As we are advertising a fizzy drink, it raises many health concerns, as it contains a high amount of sugar. Today, there is a mass concern about peoples health, especially as there has been a mass rise in child obesity. To overcome this issue, we will include heath warnings on the back of the can, highlighting the risks of consuming too much sugar. Not only this, but will we ensure the correct measurements are labelled clearly on the can.
Legal Issues:
A legal issue that will be have to be mindful of is racism. As our advert's main character is a white male, we will have to make sure we don't depict the drink to only be targeted towards a white community. This will again attach our brand to a group which we heavily want to dissociate ourselves with. If our advert is considered racist, it will hamper the sales and result in our company gaining a negative public image. Having our advert considered racist will prevent us from being able to sell the product and will mean we develop a poor public image.
Copyright is an essential legal issue we will need to consider during the creation of the advert. If we don't gain the appropriate documents, allowing us to use certain music that may have copyright issues, it will end in our advert being removed from public viewing. This will mean we are unable to properly establish ourselves as a big, public brand and therefore not sell as well as we would like to. We will avoid this by making sure we gain permission to use any music that we will require in the advert.
Making sure our advert is not false or misleading is a vital part during the creation of our advert. If we make promises or claims in our advert, that would attract people into purchasing the product, but the claims made are completely fabricated, this will result in the advert being banned from public viewing. Not only this, but it will give us a poor reputation, as people will feel they can't trust what it is we are advertising.
Risk Assessment:
Treatment:
Video advert:
Our actor comes into work and drinks phizzwizzard. The viewer then begins to hear music from, going from the past (1980s) to the present day (2019). The actor dances and re-enactes his favourite, younger memories from these years, all the time to the beat of each song, as they relive their youth. This will attract the older audiences of adults in their 30s, as they will be able to relate to the activities and feelings in the advert.
Billboard advert:
For our billboard advert, we are having the can on the side of billboard, with the slogan in the middle. This is because from research of our competitors billboards ads, it is shown that simplistic, yet bold billboards result in the best results, as the viewers don't have much time to dissect all the information on the billboard as they drive past. All this will be on a pink background, as these are the main colours of the brand. This billboard will attract people, due to its bold and simplistic design, not confusing the consumer as to what it is exactly we are advertising.
Magazine advert:
Our magazine advert is very similar to the billboard advert. This creates synergy and a pattern between our different adverts, making our brand very recognisable. We decided to have a picture of the can on an A4 page, resulting in the can being the centre of attention on the page. The slogan underneath will give the consumer something they can take from both the billboard and magazine advert, recalling cementing it into their brain. The bold colours will stand out as the consumer flicks through the magazine, stopping them in their tracks and almost forcing them into reading the advert.
Social media advert:
Our social media advert will combine both a modern sleekness, as well as old classics. This will appeal to both our main target audience of 13-18 year olds, as well as creating nostalgia for our secondary audience of people in their 30s. The advert will consist of the can, open, in front of an old school jukebox. The jukebox creates nostalgia for the older audience, as this is what they would have grown up with. The open can creates a want from people viewing the advert.
Video:
Nowadays everything is digital, so to best sell our product, we had to make sure we utilised digital advertising vigorously. Our video advert is 1 minute - 1 minute 30 seconds, an inappropriate length for a TV advert, but a perfect one for YouTube. We chose too do a YouTube advert as this best engages a younger audience, as its more common for 13-18 year olds to see our advert on YouTube, then it is on TV. This is due to the fact that the most popular viewing platforms to members of our primary audience (13-18 year olds) is Netflix and Youtube. Netflix doesn't allow adverts, so that means that our best option is to place the advert on Youtube. Not only this, but the implicit call of the brief was to create a video advert.
Billboard:
Billboards are a great way for a product to gain mass attention. This is because a billboard that is situated by a motorway will be seen (at least) by all who drive by. The boldness of our image, colour and text will make people notice the billboard and the simplicity of the design will allow them to get the full picture of the brand and product. A billboard is effective as people can't help but look at the billboard, broadening the product out to people who may not necessarily have seen the advert. Also an implicit call of the brief is to make a billboard advert.
Magazine:
Having a magazine advert opens up a different opportunity for our product. Magazines are predominately read by an older market, predominately those in their 30s. Having a magazine advert allows them to see our product clearly, in a familiar way. Magazine adverts also allows anyone to be able to have a detailed look at what we are offering. Having a magazine advert is essential to the success of our product, as it tells people what it is we are offering in a clear and efficient way. As well as this, it is an implicit call from the brief to make a magazine advert.
Having a magazine advert opens up a different opportunity for our product. Magazines are predominately read by an older market, predominately those in their 30s. Having a magazine advert allows them to see our product clearly, in a familiar way. Magazine adverts also allows anyone to be able to have a detailed look at what we are offering. Having a magazine advert is essential to the success of our product, as it tells people what it is we are offering in a clear and efficient way. As well as this, it is an implicit call from the brief to make a magazine advert.
Social Media:
Social media is a vital part of all advertising campaigns nowadays. This is because social media allows companies to advertise their product, as well as themselves to a wide of possible consumers, without having to produce a different advert to appeal to all the different people. The advancements in social media, with features such as 'share' coming into provence, allows companies adverts to be posted once, and go viral in a matter of hours. This is effective for an advertising campaign as shares allows the product to be spread globally by word of mouth.
Location Recce
Our video will be filmed at Jcoss. This is because this is where our actor works. This means filming here will be the most convenient for the actor, and we can base our schedule around his free time. As well as this, this is where we go to school and therefore it is easily accessible, and we know where the best places to film are.
Potential problems:
A potential problem could be that our actor isn't free, as he may be teaching at the time we want to film at, meaning we may have less time to film making the project rushed. This will effect the final product as it won't be up to as high standard as we want.
People may find their way into the shot, forcing us to re-shoot the shots multiple times. This will stall our progression, as we will have to ensure the backgrounds stay clear at all times. If anyone does happen to find their way into the shots, people who we didn't intend to, this can cause us legal problems as we won't have permission from them.
Weather, such as rain, can stall our progression. This can cause a problem as its a factor that is out of our control, so we will have to work our way around it. If we find that its shots that can't be changed, we will have to remove them completely, changing the final product, potentially for the worse.
If we want to film in certain classrooms or places, they might be in use and therefore can delay our production.
How to overcome it:
Our teacher has a busy schedule, so they may not be free all day. However we can overcome this with a sit down with our teacher, and find out when they are free to film. This will let us know when we are able to film.
To overcome the potential problem of people walking into our shots, we will have to make sure we lock of the areas that we are filming in. This will ensure that people who are not meant to be in our shots, don't come into the shots, forcing us to re-film.
As we can't control the weather, any outside shots may be delayed due to the fact we can't film outside, during the rain, as the equipment will get wet. To overcome this, we will check the weather forecast beforehand, so we know when it will be likely we can film outside.
If certain places are being used at times when we want to film, we won't be able to film in there, therefore delaying our final product. To overcome this, we will check when each of the rooms have availability and use it in those periods.
Location Release Form:
Talent Consent and Release Form:
Shot by Shot:
Magazine:
Billboard:
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