Task 6: Planning The Adverts

Learning Outcome 2 (Unit 20): Be Able To Plan A Cross Media Advertising Campaign To A Client Brief.

P2 (Unit 20): Create A Plan For A Cross Media Advertising Campaign In Response To A Client Brief.

Proposal

Form- The form is the appearance of a product including its properties and qualities. We want to make sure that 30- 40 year old adults can tell that the product is targeted towards them based on the appearance of our product. Even though people may think that our can design looks quite feminine and targeted towards the younger generation they are mistaken and it looks the way it does because we wanted to have a can design that gives adults a nostalgic feeling and makes them feel young again which is the main aim of our campaign. The liquid inside is a pinky/red colour to match the colour of strawberry laces, the main ingredient of the new soft drink.

Genre of the product- The genre of the product is soft drinks so it may be compared among the favourites such as Coke, Pepsi, Fanta, Sprite, 7UP, Dr Peper etc..... Soft drinks are generally served in different forms such as Cans, glass bottles and plastic bottles.

Target Audience/ Demographic- The primary target audience for our new fizzy soft drink called Phizzwizzard that we want to introduce to the market are 30- 40 year old adults. We decided that they would be the primary target audience for this campaign because our slogan is "Phizzwizzard, the drink that makes you feel young again!" So we feel that 30-40 year old adults are the perfectly aged adults to target because we hope that the drink will give them a nostalgic feeling and make them reminisce about their childhood. This is a new and exciting product that we hope will break through into an existing and already busy soft drinks market. Based on the NRS social demographic scale we believe that our target audience would fall under the categories ranging from B the middle class down to C2- Skilled working class. We believe that our target audience would fall under these categories because by the time they are in their thirties and forties, they would be established in their proffession and that the majority of our target audience would fall under these categories. Even though a soft drink does not cost a lot of money and our product is cheap, we feel that the adults we are targeting will not fall under any categories below the Skilled working class as the D and E categories are more likely to be vacated by young adults who would be starting out in a job or would have just left school, college or university and this product is meant for adults trying to feel young again and these categories are already filled with the younger generation of people.

MoodBoard

Here is a moodboard that I created for Phizzwizard. This is based off of the fact that the drink is a strawberry laces flavoured fizzy drink. The images here are ideas that I have of using for the campaign.

Production Schedule/Gantt Chart

This is the production schedule for our project, we used this side by side with the Gantt Chart so that we could see clearly what needs to be done pre-production, during production and post-production. 

This is our Gantt Chart. This helped us know what we need to be doing and when. This also kept us on our toes with deadlines as it clearly shows when each task should be done by and what starts after that task.

P3 (Unit 20): Create A Pre-Production Plan For the Media Components In The Planned Advertising Campaign.

Treatment
When I was reading the client's brief, I had to find a way to advertise a drink that is called PhizzWizzard. This is a strawberry laces flavoured fizzy drink. It is meant to remind their target audience who are of an older age of when they were younger. As soon as we saw this we came up with the tagline 'The Drink That Makes You Feel Young Again'. We then thought about different ways in which we could bring this across to the audience. This was very difficult as we did not really know how to introduce a new fizzy drink to adults, especially because of the fact that there are all warnings about fizzy drinks being bad for your health and how everyone should exercise nowadays. This now became a big challenge to us. We had to find a way around all of these problems to come up with ideas of how to advertise our campaign.

We started off with a billboard ad as this would be the biggest ad so it would need proper designing. We decided to take the colour of the drink that we were given so that the ad is the same colour as the can and label. This colour was a solid red colour throughout so we wanted to make the billboard all red with white writing. However, after designing it, we saw that yes it was catchy but it was hard to tell the difference between the drink logo, the writing and the background. This made us think and change the background to white. This meant that the logo in the middle of the billboard really popped and stood out. There was only one bit of writing at the top of the page and that is in red, it reads 'The Drink That Makes You Feel Young Again!'. This, again, is our slogan for the campaign. We found that this billboard ad would be very effective and really give a good impact for Carter Soft Drinks' new fizzy drink.

Next we decided to make our magazine advert. We thought about making a double page spread but because the advert is for a can, we found that we want the can central but if we use a double page spread it would have a gap in the middle and cannot just be glanced at. Therefore, we decided to go with a single full page. The page is a red gradient getting darker towards the top of the page. Because of the fact that the background is red and the billboard is white with red writing, we decided to use white writing on this ad. We used the same fonts for both ads. In this ad we decided to put a simple photo of the can on the red-gradient background. When thinking of a fizzy drink, a lot of the time, the first thing that someone thinks about is the bubbles that come out of it, this meant that we had an opportunity and we took it by putting the logo of PhizzWizzard coming out of the top of the can, slowly getting bigger the higher up it gets. This means that when you read the logo, the first thing that you see after would be the logo of the new soft drink.

The video that we made came from an idea that the drink will be placed in the middle of the drinks section in the cafeteria in JCoSS and somebody will grab the drink, purchase it and drink it. We would then get them to say something about the drink exaggerating how nice it is. Once we went back to the cafeteria to film, we noticed that we had 2 problems, one was that there was a pillar in the way which wherever we shot from, it would be in the way and that we going not move the camera side to side as there are couches in the way so we just had to change the direction in which the camera was pointing when videoing it. The way in which we used the pillar to our advantage is that an idea sparked that as the person in the ad is walking behind the pillar whilst taking a sip of the drink, there would be a flashback type of effect which ends with a much younger person finishing the sip. This was to exaggerate on our tagline "The Drink That Makes You Feel Young Again" as it makes it look as if they have actually gone back in time due to the amazing taste of the drink.

Location: Below is a Location recce of the place that we chose to shoot our television advert. we created a recce to outline how long we have to shoot our advert at this location, how far it is from where we live and to outline what we might need in terms of power capabilities. We also completed a soundscape to determine whether the quality of sound would be hampered by things going on in the background of the shoot. We found that the location that we are filming at is very suitable as it has the good lighting and scenery, it can also enable us to film smoothly without too much editing and it is easy for us to make sure we are allowed to film there as it is at our school so we just need to gain permission from the senior leadership team, our media teachers and the people who work at the cafe.

Props- 

• Camera
• Tripod
• Lights
• Phizzwizzard can
• Laptop with video editing software (Photoshop and Final Cut Pro)
• Voice over equipment

Research into advert conventions
For an advert to be successful and to look professional it has to include many conventions. The convention of an advert is all of the little things that help make up the advert to ensure it will look good and aid the promotion of the product or service that is being advertised. Conventions of an advert include:

• A slogan- Slogans are a short and striking or memorable phrase used in advertising. Slogans are a vital part of marketing and have been used to help promote a business or product and engage with customers.
• Celebrity endorsement- Celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies or charities which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness of a cause. Celebrity endorsement is used as a persuasive technique to get an audience to buy into something because if someone sees their favourite celebrities involved in the advertising of a product, they may want to follow in there footsteps and purchase the product.
• Alliteration- Alliteration is the occurrence of the same letter or sound at the beginning of adjacent or closely connected words. Alliteration is often used in a catchy phrase in an advert or in the slogan to help the phrase stick in the mind of the viewers so they can link the alliteration to the product or service that is being advertised.
• Mise En Scene- Mise En Scene is everything that appears before the camera such as the composition, Sets, Props, Actors, Costumes and Lighting. 
• A colour scheme- Colour scheme is the choice of colours used in design for a range of media. For example, the use of a white background with black text is an example of a basic and colour scheme in web design. Color schemes are used to create style and appeal.
• Social Media Links - Using social media links allows the customer to redirect customers to a website if it is on an interactive advert. If it's on a print advert then it allows customers to find out more information about the company and become a part of their group.
• Logo - By using a logo within a campaign, it creates brand identity and establishes  brand. This can appear at the beginning or end of a video advert. It also appears on print based adverts.

Research into competitor adverts

If all goes to plan and our new soft drink called Phizzwizzard comes to fruition and is introduced into the market, it will be competing in a very competitive market against the likes of Coke, Pepsi, Fanta and other big name soft drinks. One campaign that Coke launched in the last 7 years in Australia that was very popular among their large target audience is the Share a Coke campaign.  It debrands the traditional Coke logo, replacing "Coca-Cola" from one side of a bottle with the phrase "Share a Coke with" followed by a person's name. The campaign, which uses a list containing 250 of the country's most popular names, aims to have people go out and find a bottle with their name on it, then share it with their friends. In the United States, where the campaign is credited with increasing sales by more than 2% and in 2015, the company extended the campaign by increased the number of names to 1,000. Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. In 2016, the company replaced people's names with lyrics from 70 popular songs. This campaign was advertised everywhere including billboards, TV adverts, magazine adverts and bus adverts in order to raise awareness of the campaign. 

Another one of our drinks competitor will be Fanta. Fanta is originally an orange flavoured soft drink that has since been adapted and made into different flavours such as fruit twist, Lemon, Grape and Lime. The Fantanas are a group of dancers who were created to promote the Fanta brand of soft drinks in an advert in 2002. They have since appeared in other adverts and was re introduced in the new Fanta advert in 2017. Their last appearance was in 2011 and the reintroduction of the foursome sparks a big marketing push by the brand. The 2017 campaign was called "Be More Than One Flavor," and was advertised in cinema ads, online video, social media, streaming radio and on television. This advert was made to introduce their target audience to a new era of their brand as they have recently updated their logo as well as offering even more flavours than the original orange flavour that was loved by many for years. The advert shows the Fantanas dancing in the street during summer time with the new flavours of the drink as other people enter the street to join in with the excitement. This advert was effective because they went used a popular feature of their previous advertising campaign in the form of the Fantanas to reinvigorate and re-energise the brand.

Storyboard and Shot List- I created a storyboard and shot list during the pre-production stage of creating my adverts so i would have a visual diagram of what i envisage my television advert to look like. I plan on following the storyboard as much as i can whilst only making unforeseen changes that might happen during the production of the final product. I created a shot list to outline the type of camera shots and angles that i want to do and the number of scenes that are going to be shot.

 

Visualisation Diagrams


Risk Assessment

This is a risk assessment for the main location that we chose to film our video advert. We included the risk, how they harm people, the precaution and action taken to prevent the risk and the level of risk. 

Pre-Production Plan

M2 (Unit 20): Justify The Choice Of Planned Components By Targeted Media Sector.

Magazine Ad: The reason that I am choosing to do a magazine ad is because nowadays, even though a lot of advertising is done online and on social media, there are still loads of different high end magazines and magazines that get a lot of readers per day/week/month. This is also a way to sell our drink to different people in our target audience as not all of them will be on social media to be able to see the adverts on there. We are doing this because we want to try and reach the biggest audience that we can to be able to sell our product and we feel with planning a magazine ad we are working towards that. Including the website link here will encourage our consumers to visit the product and buy it/watch the video ad.

Billboard Ad: The reason that we want to do a billboard ad is because we feel that this is a way in which we can get attention from a lot of different people that may not notice the ads on social media and do not buy magazines. This may even include people that are tourists and see the billboard, they may want to try the drink because the billboard makes it very appealing and makes it look like it would taste very nice. It will appeal to the older element of our target audience as they drive and will see the billboard. It can also be seen in train stations, which appeals to all of our target audience. 

Video Ad: We want to do a video because we think that this will be the best advert out of the three in the terms of the reach of the advert as there is such a wider audience for the advert and so many more people will see it that in a magazine or on a billboard. We have very good plans for the video advert which we feel that people will like the advert and look it up on YouTube and show people is after seeing it for the first time. This means that everyone will know about our drink as we will be able to get it to as many people as possible. Using a video means we can distribute it to different platforms (youtube, social media) which will give the product more exposure and hopefully mean more profits.