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


P2 & P3 (U20)

Platforms of campaign


We have made a colourful advert with an image of the PhizzWizard product. This is likely to make people who walk past crave the product. The billboard also includes the slogan "A drink to remember". This is likely to encourage someone to try the drink because of how special the experience sounds. The billboard is being put up in an urban area where there are lots of people who will be able to see the billboard. This is likely to attract customers. The billboard is going to target a retro audience in their 30s. Those who work in urban areas and are on their lunch breaks are likely to see the billboard. It could also target 13-18 year olds who see the billboard and live around the area it is put up. 


When making the video advert our idea was to show the audience what kind of experience you are going to get when you drink PhizzWizard. We added visual effects that would make the audience feel excited and energetic as if they were in a 80s movie and wanting to dance. We made a video advert as we thought it would be humorous and would enable the audience to understand our product further. The video advert is going to target our primary audience (13 to 18 year olds) and our secondary audience (retro audience in their 30s). 


We decided to make a magazine. This is because our primary target audience of 13-18 year olds and this is the age group that tend to read the most magazines. In this advert we included the PhizzWizard social media (Facebook and Instagram). This was a good idea as it is likely that while the target audience are reading the magazine they relaxing also close to their phones. This advert could also target those who enjoy reading magazines.

An extra platform idea we could use is a social media advert. It would be a good idea to use social media platform as most people these days use social media. However, our primary target audience (13 to 18 year olds) are the main users of social media and so they are our main target audience for this idea. 

Lighting 

We made sure the lighting was suitable for us and made sure that it was adequate for the viewer to be able to see so that they didn’t miss anything. we made sure we lowered the lighting when it came to the spaceship flying over , this allowed us to add tension and added emphasis on the our product the fizzy drink.

Concept

The overall concept for the entire campaign, which consists of a video advert, billboard and magazine advert is to make sure that people remember the drink. 

The concept of the advert is for when people drink the phizzwizzard drink something from the 80s shows up and the consumer will be very confused making it ‘A drink to remember’. This will be through the whole campaigned as it supposed to have a strange back to the future the vibe that you go back the moment you drink it and you will never forget about this drink. 

The Billboard concept will be using a lot of the 80s of themes to it. As it will be on ice cubes with a very hydrating look to it with the slogan on the top in bold to make sure that the audience can see it. It will also have a tint to it making it look old as this concept is all about going back to the 80s. 

The magazine will be a cut out making fun of how magazine in the 80s had cutouts that they could send to the company to get stuff when they put money in an envelope. It has the drink being poured out right in the middle of the page and will have the slogan at the top again making sure it all relates and that the audience knows about the drink and will be reminded of it. 

Objectives 

The objectives for this are so that the campaign is notified by the target advice that we have been provided with from the brief. The objective is also to be able to promote the product making sure that there is a following of it and that we want customers for the phizzwizzard product. We are also trying to get the new product to be purchased by the target audiences as well as potential customers for carter soft drinks. 

Genre

The advert campaign genre is a comedy because it trying to make people remember the advert be making them laugh from the video advert making fun of Star Wars. As well as using the very basic billboard advert they would have had in the 80s and the magazine advert makes fun of how magazines were back in the 80s with cutouts so the customer could get free samples if they send it back the magazine company. This will bring nostalgia to the secondary audience when it gives some fun to the primary one as they wouldn’t be used to it. 

Target audience –

our primary target audience will be to hit the retro market and aim it at the audience of around 30. A and are secondary target audience will be people and children who are ages 13 -18 as at this age fizzy drinks are very common. One way we are trying to connect with the retro audience if by creating the slogan “A drink to remember” this will allow this audience to associate this drink with there childhood. the audience of 30 will find the retro aspect nostalgic but at the same time funny when the secondary audience will find this retro theme to be more of a take the mic act and as well as being atheistically pleasing for them as they would enjoy those 80s themes. 

Content -

In our advert, we will want to have the ongoing throwback theme of throwing back to the 80s to really appeal to that target audience that we are trying to hit. Throughout our different advertisements including the poster, billboards and the video adverts. We will keep our slogan consistent throughout each piece of advertisement and we will advertise the slogan “A drink to remember” overall 3 of these platforms. We will also keep the colour scheme the same throughout our advertisement making sure that we use colours like pink red and purple to keep in line with the strawberry flavour of the drink. In our video advert it will showcase 3 teenagers sitting down enjoying themselves and then they will take a sip of their drink and then the setting will completely change and will go back to what will look like a scene from the 80s with everyone enjoying themselves.

Treatment – 

Poster

As you can see in our posters, we can see our slogan written at the top of the page in big and bald letters meaning that It will stand out. It will represent our drink well, having a picture of the drink to show our drink off to the public. It will also represent our drink very well as our slogan will be used throughout our advertisement.

Billboard

We will put t billboards on roads and on the sides The use of billboards is quite an old-fashioned item and it will allow our secondary target audience to again feel nostalgic and will make them bring the drink back to their childhood. The couleurs we used in this advert are those that the flavor strawberry and allows the audience too see what flavor drink we are advertising the use of red oink and purple will help them connect the colors to the flavor of the drink.

Video idea – 

Idea = Our video will consist of a group of teenagers sitting in the park on a summer’s day having fun. One of the boys will than see their drink in the all famous packaging and open the can to a strong sound effect where he will take a sip. The camera will than bur and fade re opening to the same children in the park dressed in 80s clothing and with the background music of the 80s playing and the teenagers enjoying themselves.

Characters – we used 3 older teenagers to allow it to connect with the older teenage audience meaning that will feel that this drink would be socilable acceptable to drink and considered “cool” among their peers and friends. We made sure that we used 3 different looking teenagers with boy 3 (William) having older looking hair style to again tie back in the retro theme. We made sure that sure that we a mixed-race boy in boy (Saul) to allow us to connect with the many different ethnicities there by increasing our audience reach.

Locations -   we used a park bench as here we thought it will allow us to connect with the teenagers as this age they are often out and not socialising at home, we chose to have a plain background and not many props to really make the billboard stand out when the camera panned around to it, meaning that people would be more likely to remember the brand and remember that it is a fizzy drinks advert. 

Costumes = The costume we used at the beginning of out video advert were meant to resemble a normal teenagers dress in the present day, this is evident in a one of the boys wearing a hoodie and another one of the boys wearing Nike tracksuit r bottoms. However, we change our clothes half way through when boy 3 takes a sip of the drink, we change into colorful shirts that is meant to resemble the 80s there by adding the nostalgia factor again.

Codes and conventions & Research of existing products

Shot by shot list

Gantt Chart

Model and Location Release Forms

Visualisation Diagam & Storyboard

Location Recce

Risk Assessment

M2 (U20) Justify the choice of planned components by targeted media sector

Video 

We are planning om making a video advert, will broadcast this advert on both TV and platforms like YouTube.  The reason we will use platforms like YouTube is because many teenagers will be using these platforms at there age and as they are part of are target audience it will only make sense to do so. We will also make sure that add the comedy aspect from the 80s to our video advert as this would allow us to hit that retro part of are target audience meaning the older secondary audience may feel nostalgic when it comes to them viewing the advert. Nearly all successful campaigns have had video adverts featured in them so it only made sense for us to follow this trend. 

Billboard

We also planned to use billboards through our marketing campaign of our product. This will allow us to hit those mass market audiences to really advertise the brand.  We will put these billboards on roads going into city centers as it will allow us to advertise it to our secondary target audience of 30-year old on their way to work. The use of billboards is quite an old-fashioned item and it will allow our secondary target audience to again feel nostalgic and will make them bring the drink back to their childhood. The colours we used in this advert are those that the flavor strawberry and allows the audience too see what flavor drink we are advertising the use of red, pink and purple will help them connect the colors to the flavor of the drink. Also, by adding on the social media aspect on the billboard it appeals to the younger target audience who will be able to buy into the campaign as they can follow the necessary social media accounts and share it amongst their followers, which will hopefully increase the popularity of the product.

Magazine

We will also promote out product in magazines across the UK and London as this would really expand the numbers of people knowing about the product as well as this it will also allow us to have more targeted advertisement depending the magazine that we use. For example, we will  try and use a The magazine that is  related to the target audience of 30 years or older so, for example, a magazine like the ‘best ’ to hit that female target audience as well as 'go' to hit the male audience this will allow us to hit both genders on the secondary audience. 

Magazines are now 60% funded by advertisements, so it would be logical for us to spread our advert across several magazines suited to mass and niche audiences.

It would be sensible for us to merge with the newspaper industry therefore we will also try and use newspapers to advertise the product as well, we will use newspaper such as the “SUN” to allow us to hit the younger audience as they are the sort of demographic that will read this sort of newspaper.

Social media

As well as the above we will also use the prospect of advertising and marketing through social media. However, we will not use this as our main aspect as it would not keep within the idea of keeping the brand retro themed and aimed at bringing back nostalgia. Having said this we also recononise this a huge opportunity to advertise the product especially to teenagers which is part of our primary audience as at this age they are both very prominate and active on social media meaning we can hit them on mass quite easily.

D1 (U20) - Discuss the legal and ethical constraints within the planned campaign

Ethical – 

One ethical issue that we could face is the production of the drink for example we need to make sure that we source all the ingredients from ethically inclined farms for example making sure they are recognised by the fair-trade organization. We will need to make sure that the farms give there workers at least minimum wage and we would need to ensure that no one is forced into labour and that no children are making the drink. As well as the farms we will need to make sure that the whole production process is ethically inclined and that there are no child workers or people 

who work below minimum wage.

Another ethical issue is that we will need to look at where the product is advertised to make sure that no young children are influenced by the advertisement, especially as the product has a high sugar content. For example, we will need to make sure that we don’t have a billboard outside a primary school as there would be a increase in the number of children here. Also we will need to make sure that the video advert will not appear around any children’s TV programs or in children’s magazines as fizzy drinks are both unhealthy and can be very harmful to the children and this simply wouldn’t be the morally correct option. Making sure that the product is not on advertisement at children’s level in stores will also help to not put the parents under pressure to buy it for the younger members of the family. Excluding the drink from fast food meal deals will also mean kids will not get the taste or be encouraged to drink it. 

Another way to make sure that children are not picking up any influence is to make sure the level of advertising is styled more towards adults then younger kids. Our demographic for this product is late teenagers who are more interested in projecting themselves as adults rather than children so using more slick advertising with less colour will allow us reach our market and keep children away from the drink. Making sure that any celebrity endorsements are from people recognized by our demographic and older will mean that the younger population won’t be interested. If we were to have someone like Harry Kane, younger children could be influenced to drink it because Harry Kane does. 

A big issue that is currently important is global warming and single use plastic. We would have to make sure that any plastic can be recycled and that the cans are designed to help them be recycled easily. When the product is sold in a multipack make sure that comes in cardboard and not plastic. Any advertising that’s created is made in a way that keeps a neutral carbon footprint so we are not damaging the planet to make profit. 

Legal – 

One legal issue that we could face is that we will not be able to sell under any false pemises (lies) for example we could not that the drink is healthy if its not or having a quote like “suger free “when its again not by doing it would lead to misleading the customers and therefore we may face issues from the ASA (advertisement standards association) another aspect of selling under false premises would be to not say it’s got real strawberries with in the product even though its  strawberry flavor drink. By deceiving customers here you run into legal issues with dietary requirements. If someone thinks by drinking our they will get one of their five a day as it has strawberries in it and later find out it’s strawberry flavor then we our liable to a law suit.  

Another legal issue that we may face is that we need to make that we need to make sure that hold and showcase all the important information nesceary  to the clients for example we need to make sure that on the advertisement and packaging we need to make sure that we showcase if there are any allergies for example nuts. Some drinks can also cause health issue or shouldn’t be drank by pregnant woman so we would need to make sure that we clearly state those.

On top of this we will need to make sure that we pose any racial stereotypes for example we could not have the only brown person in our advert eating a curry as this would be seen to be racist and could be very offensive to certain individuals it’s for this reason we need to make sure we have a mix of demographics across all our advertisement pieces to ensure that this does not happen. As the advert the drink takes you back to the 1980’s we would need to make that women are treated properly and there’s no casual racism like there was back then. Although you could state this is period reference it would given the brand the best look and could face legal issues as times have changed. 

As well as the above another legal issue we could face would be political advertisement. We will need to make sure that we don’t do or use any political advertisement in our product and that t we stay clear of this. For example, we would not want to be promoting ant left, Center or right-wing views. As well as breaching advertising laws it also is unethical and would automatically put some of demographic off our product for different views clashing. 

As well as the above another legal issue we could be faced by would be copyright. We would need to make sure that we don’t use anyone else work at all on our product unless we have permission to do so. If we were to breach rules of copyright, we could be faced with different lawsuits and heavy fines to the company