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P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
(Completed in group with Mayan, Sonny and Joel)
Purpose/concept
The purpose of our advert is to promote Phizzwizard, the new fizzy drink in order for it to be purchased by an audience. In order to make our drink stand out amongst others we are making our product engaging and eye-catching to our target audience.
Sport is a wide ranged activity that some people enjoy or don’t enjoy. For our drink, we are using this sector of activity to allow all buyers to be engaged in buying the drink as they feel as though it will give them benefits in sporting activities while enjoying the tasty flavours. This concept will be us
ed to attract audiences to buy the fruity drink with an added benefit.
The use of using a large target audience range it to engage both older and younger people who are interested in sport/playing sport. This will, in favour maximise engagement and sales, because there is a wide range of people it is targeted to so it will prevent other audiences from purchasing as they may not be as interested( for example, older audience may not be interested in being good at sport or younger audiences who will not be accessible to being good at sport) and therefore not even look twice at buying this drink.
Objectives
Along side purpose and concept, the main objective is to promote the delicious fizzy drink and bringing an extra added benefit of theoretically being advantaged at sports to the market for a primary and secondary audience. This added benefit will appeal to the target audience as if they are interested in sports they may be engaged by the slogan or the eye catching poster with sport symbols, therefore influencing them to buy the product.
One main objective of our advertising campaign is to bring a new drink onto the market that allows audiences to see benefits visually and metaphorically. Our product will raise awareness of the brand (Carter soft drinks) and the drink Phizzwizard. Therefore, it is most important to target our audience so they know the direct objectives and concepts through our marketing of including sports symbols and the drink to show the correlation between the two.
Lastly, there is a specific objective objective to our drink to show both the older and target audience that the drink makes you feel that good you can engage in activities such as sports. The objective of using sports symbols within our advertising campaign will catch the eyes of younger sport fans and therefore will increase sales from their purchasing due to th advertising and also older audiences that are looking for new drink to add to their collection - with the interest of sport coming closely linked with it.
Content
The content in the advertisements about the Phizz wizard soda will relate to different target audiences that we are trying to reach. As the drink is targeted at 14-30 near olds we need to attract them and we can do this through bright colours such as red and pink, green and white which are colours of different items from sports such as tennis ball, this is also to attract teenagers due to the bright colours. The slogan of Phizz wizard is "One sip can be the extra hit", this implies after drinking this drink, the energy needed for sports will be gained and you will have the ability to play sports better due to your increased energy because of the sugar.
The message we are trying to send out with this drink is to push yourself as this drink is meant to make you improve at sports which is meant to make you push yourself and try harder. The video advertisement is going to be on the astro and have a boy/girl trying to score a goal yet missing and then giving up, only to be given this drink and for them to try again but this time they succeed. The magazine and billboard advertisements are going tom include a preview of the packaging for the drink (the can) and pictures of many different sports around it such as tennis balls, basket balls, table tennis racket, football and many other signs of sports to reinforce the point that this drink improves your sports ability by giving you more adrenaline allowing you to play to the best of your ability, reasons why we did this is because this allows us to incorporate loads of bright colours through different balls which will attract people as the bright colours will catch their eye especially when driving and when reading which is why the billboard and magazine are two very good platforms. It is also going to be advertised on social media platforms such as snapchat and instagram as we feel these are the social media platforms used the most by kids which is why we are advertising on there.
Target Audience
When it come to gender, our adverts will not specifically aim to a certain gender. However, the video advert will consist on an adult female footballer due to the Phizzwizzard being for everyone, not just stereotypical male footballer. This will also give out the message that regardless of your gender and age, anyone can have the energy to feel fit and sporty once they have drank some of Phizzwizzard.
Genre
The genre of our adverts is sports and fitness. The video advert will fully represent this genre by including football action which is helped by the energy and excitement provided by Phizzwizzard. This means our adverts must include sports and fitness genre conventions and iconography such as footballs, fitness uniforms, sports shoes and locations of outdoor astroturf and goal nets. The slogan "One sip can be the extra hit" helps to fell the product as a way of gaining the energy
required to play sports successfully.
Resources & Personnel
Personnel:
Graphic designer: all the animations and transitions must be made to look smooth so that it comes off as professional.
Assistant director: Helps assist the director in any decisions that need to made, swell as doing jobs that they will be too busy for.
Scriptwriter: This is the person that writes out the dialogue between different characters.
Talent: These are the actors who will take on roles in the project to be the characters that make up the story.
Editor: This is the person that makes the project look smooth and profession when being shown publicly, they make the transitions and cut out certain parts to make the story flow better.
Set designer: This is the person who makes the set look like a certain area to make the story they are telling more believable with certain props and things to make the set look like something else.
Producer: The producer makes sure everything runs smoothly and connects different people to get a job done.
Director: The director helps the crew make the project and makes sure everyone is doing their job correctly.
Resources:
Props: Props are the items that make sets blend in and look like something else such as a coffee shop will need mugs and coffee machines which will make it feel more authentic and let people know what it is.
Camera: A camera will allow you to capture shots and video clips of moments you want to put in the project.
Final cut pro/ editing: This will allow you to make the project look better swell as cut out certain parts and add things in making it much easier to make the project.
A set/location: There needs to be somewhere to film with equipment which is why a set is needed for things such as green screen and crew which is needed to make the project.
Costumes: Costumes are important as if actors are playing roles they must look like them and dress appropriately to give of a sense of authenticity.
- The reasons for selecting our chosen planned components/ campaign idea is to target and appeal our drink to a mass audience. The idea of including a 'sport' element to each of our selected platforms is to appeal to not only sport enthusiasts, but inspire others that this drink will give them energy to do such activities, including sport.
Platforms
Billboard/Magazine Ad:
Our USP for our billboard will be a scannable barcode that will take those who are interested to a link on your mobile to where you can purchase the drink.
Video:
We have chosen to use a video to capture to our audience the effects of our product. As it is a metaphor
For the video, our idea is to include a normal girl/boy struggling to complete a task (for example kicking a ball into a goal)- when they take a sip of the drink, they suddenly have these almost 'powers' to kick the ball straight into the goal which will co inside with our theme of sport. This will appeal to many of our audience who are sport lovers or are interested in trying our a new drink due to the message that comes along with it - leaving positive feedback. This will in turn boost our sales and revenue.
The music behind the video will be a low toned instrumental track that is upbeat and easy to listen to. The video will take place at a school with the actors in normal everyday clothes with the use of SFX to show off our campaign (for example, added text on the screen).
Radio:
tise our product.
In our radio advert, we will be using our catchy slogan "One sip can be the extra hit" to make sure that the brand slogan is well known and catchy for our audiences. The slogan will be said over the same music used for our video (enjoyable,low toned and upbeat) and will follow on with 'PHIZZWIZARD' - said at the end to gain the recognition of the brand name so the audience is aware of what we are trying to market.
M2 (U20): Justify the choice of planned components by targeted media sector
Billboard/Magazine Ad:
We have chosen to use bright colours of red, pink, white and green to connote the strawberry lace flavour of the drink with our chosen campaign (sport). Suggesting how we want our audience to feel (energised) when drinking the drink.Additionally it’s a strawberry flavoured drink and the brief specifics we have to use red. The reason for our slogan being 'One sip can be the extra hit' is because it is quick and catchy for someone taking a glimpse at our campaign. The slogan cleverly fits in with our 'active' addition to our campaign suggesting that the drink gives u enough energy and fulfilment to take part in sports. The reason for our USP being a scannable code is to connect with the social side of our campaign, giving the buyers/ audience an interactive and quick way to access buying our drink.
The reason for including images of sport alongside the can is to show our audience our campaign theme of sport however still showcasing the delicious drink. Our social media link to the website/video will be used so the audience can get a further idea of the drink and what it contains/ our overall campaign design. This will give the audience a further detail of the drink helping them if they want to buy it.
Video:
The reasons for why we have included a person struggling to play sport then drinking and becoming good is to show our theme of energy and 'power' this drink gives when you drink it. We are using the video to go alongside the billboard and radio advertisement where it will follow the same themes and colours of red, pink, white and green to make sure the platforms show a consistent message throughout the platforms.
The reason why we are using low toned enjoyable music is to appeal to the target audience and make it easy to watch without there being any heavy sound so they can easily sit and watch the video- not being distracted by music. The reason for shooting this in a school is to relate to the target audience and also allows us to show off our campaign style effectively as it fits the ideas we want to include in the video (the goal).
Radio:
The reasons for choosing a radio advertisement on a specified radio station is to immediately target the correct target audience. We would choose a radio station that targets ages 14-30 so they will appeal to the drink and want to purchase it. Radio advertisement is a lot cheaper than many other marketing methods, as we will be able to play our advert more frequently to raise more awareness about our brand and turn our brand name into an established part of the drinks industry.
We will have our slogan repeated with backing music and rhyming to make sure it is catchy and enjoyable to listen to. This is a major thing to remember when advertising our product as we need something that will catch on to our consumers making them more interested in buying.
The reasons for choosing the same music as the video is to show the same themes of both the video and radio advertisement and how they coinside. This will also allow the target audience to familiarise themselves with the brand if they have seen the video previously so will already know what our advert is showcasing.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
Legal + Ethical constraints:
Copyright- copyright is the idea of taking someone else's brand and claiming it as your own. Legal protection is advised so that original material cant be used in somebody else's name. In advertising this may be the songs or voices used in the advert. If you are using a sound in an advert that is owned by someone else, you will need to ask for permission to use the sound in your advert otherwise the artist can sue your company meaning you will have to pay money to them for breaching the copyright, design and patent act. In order to avoid this, you need to ensure that you have full permission in order to use your desired tracks.
Documents- documents such as location release form and talent release forms insure that a mutual agreement is established between owners and managers for the projects chosen location- where the reason for the location is outlines as well as the responsibilities of the facilities (agreeing to pay for damage). This is key in ensuring there is full permission between the owners of the location and the production team. The talent release form is the form in which shows the agreement between the individuals in the campaign and the campaign manages- making sure they have agreed to take part and be used within the campaign. (Minors need to have legal guardian to sign permission to make sure that legal permission has been granted).
Minors- using minors within a production campaign comes with alot of legal and ethical constraints. It is most important to ensure that the rights of the minors are not violated- therefore allowing them breaks and to fulfil the legal advice on child working rates in the Uk (no more than 8 hours a day or more than 40 hours a week). Therefore when scheduling the production times it is key to include breaks for the minors within this schedule- allowing the prevention of any legal or ethical implications.
Location- companies need to take into account their target audience when considering location (for example ours being 13-18 and 30-35 year olds). If an advert is shot in a nightclub or somewhere that doesn't set a good example for the target audience it may breach ethical constraints about making a bad impression. According to the ASA locations must be suitable for it's campaign and not breach over being inappropriate for the selected target audience.
Diversification/ Racism- Within our campaign we need to make sure we do not discriminate against any type of person and therefore need to make sure we include that our drink is marketed to be suitable for everyone. Racial discrimination is very important when making advertising campaigns as the images, colours and messages need to be appropriate and not discriminatory for anyone. We needed to make sure our brand message was clear, pure and appropriate therefore our slogan 'One sip can be an extra hit!' is pluralist and un-harmful to all groups. We kept our adverts very minimal in order to avoid any bias and considered the idea of using sport (a predominantly stereotypical male activity) being played by a female. This was considered in order to avoid any bias for our campaign and abolish any stereotypes.
Ethical issues/ defamation law: When creating any advertising campaigns it is important to make sure your campaign reflects the right ethics and morals to your audience. Defamation can usually be considered to be an untrue spoken or written expression, referring to a person, which when published, is deemed harmful or likely to harm the reputation of an individual and therefore is a prominent issue to avoid when making advertising campaigns. We made sure that we didn't breach any ethical issues such as misleading claims, use of sex appeal and hiding of relevant facts and made sure we advertised the true messages of our product and it's contents. Being truthful about promoting the amount of sugar is the most common mistake for fizzy drinks. It breaches the ethical guidelines of 'hiding relevant facts' and is key information to mention when promoting a drink to be truthful to your audience throughout the campaign.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
Research into conventions:
-Print Advertising (magazine/newspaper) need to have clear and effective images in order to catch the audience's eye in order for it to be looked at and processed. Clear and effective images allow the brand to be eye catching and memorable.
-The message of a print ad needs to be memorable- allowing the audience to feel emotional or informed on their message.
-Within Print Ads, Slogans are used- they are short and catchy phrases that are used very popularly in advertising. Slogans are one of the most effective ways to draw attention to the brand and their products.The role of a good slogan is to point towards the benefits of a product. Slogans are supposed to highlight your brand image and be memorable.
-Advertisement uses persuasive and clear language in order to engage the reader and make it clear what the reader is reading so they understand it.
- Brand identify (logo); if a brand has a specific logo, it is seen as there brand identity and their USP when advertising their brand. If a brand logo is recognisable and well known, it will be the target audience identify the brand more and take on it's message.
- Bold and eye-catching colour scheme, allows the advertising to stand out over others and be unique by it's choice in colours.
Research into competitors:
As our product is classed as a fizzy drink there are many competitors in the market of fizzy drinks. Many of these competitors have been very successful and are known as the biggest fizzy drink companies in the world, meaning that we need to adapt to what these brands have done in order to reach that top level.
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