Planning the Adverts (U20: P2, P3, M2, D1)

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 (U20): Create a plan for a cross media advertising campaign in response to a client brief

(Group task completed by: Mayan, Lexie, 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 eyechatching to our target audience. 

The concept of our advertising campaign for the drink is to show the target audience of 14-21 a new and exiting fizzy drink that is unlike all others. The element of our product is to make younger and older audiences enjoy the drink plus giving them the idea that it gives them enough energy to being advantaged at sport. We have used this concept to include a message of what our drink provides for it’s buyers. 

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 used 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 Phizziwizard. 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.

Target Audience

The target audience for Phizzwizzard is aimed at a retro audience of 30 year olds, as well as young people. This means that overall we are aiming and advertising a wide range of 14-30 year olds. Our concept is that this strawberry laces tasting drink will give people of all ages the energy and excitement needed to successfully play sports and other activities. To maintain this concept, our adverts will consist of sports and fitness genre conventions such as football, tennis balls and golf balls for the slightly older end of our 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.

Although our adverts are based around the sports and fitness genre, this doesn't limit our target audience. Within the 14-30 year olds, there will be many people who purchase Phizzwizzard due to the sensational strawberry laces flavour, or the sense of energy which is brings you. This way we are successfully targeting a range or ages, all genders with all different hobbies.

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. 

 As well as the sporty genre, we also need to uphold the briefs requirements which is promoting Phizzwizzard. For this reason our adverts will all contain images and shots of the Phizzwizzard can, and the amazing strawberry laces taste. The target audience of 14-30 years olds will see the exciting colour schemes, slogan, logos and genre conventions throughout our adverts and wish to purchase Phizzwizzard for themselves. 

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.

Resources and 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.

Platforms

Billboard:

We are using billboards as a platform to gain recognition and promote our product to the market. We are using them because they allow you to show off your product to huge amounts people if they are located in busy areas with large amounts of football fans. Compared to other marketing methods, Billboards are seen to be extremely successful, reliable and efficient because they receive the most amount of views. 

As well as this, the audience viewing the billboard doesn't need to buy anything or purchase anything to view the billboard, all they need to do is walk or drive past it. This extends the variety of audience massively compared to other types of marketing because all ages and groups of people will see it. This is one of the reasons billboards are so successful in the marketing industry, especially if we use bright, eye-catching colours that will attract the customers towards the billboard. 

Our billboard will be filled with bright, delicate colours (such as red, pink and green) which will catch the attention of many people that drive past, as well as our slogan wrote in large writing over the billboard. This will gain the interest of every type of customer that sees our billboard and will encourage them to extend their own research on our drink and the business. The slogan will be "One sip can be the extra hit". This is because it is extremely easy to remember because of the use of language and rhyming being used. We will also have a picture of the can of our drink on the billboard so all of our customers will be able to recognise our drink in stores worldwide from seeing our billboard. The addition of social media links will allow people to share the advert and gain more knowledge and understanding of what our product is about - this further allows our billboard to have a USP whereby people can scan the QR code to directly access our website to easily order the drink.

Video:

We will be using a video as a platform to market our brand and drink. This is because videos can be viewed by many people on many different devices. These devices include televisions, phones, tablets, computers and many more different devices. This allows many different types of customers to view our video advert, therefore raising as much awareness as possible about the brand. 

The plan for our video will include an athlete struggling to complete her task, for example scoring a goal. They will take a sip of our drink and they will instantly become a better athlete and will be able to score as many goals as possible. This will cause a lot of interest and attention towards our drink because so many people may purchase the drink for their our pleasure and excitement while playing sports. This will lead to many people buying our drink and trying it out when doing certain activities, therefore making our marketing extremely successful and boosting our sales and revenue.

The non-diegetic music in the background will be upbeat and enjoyable, while remaining a soft tone; reflecting our products positivity and energy. We will then include title and images of our logo and slogan to further promote brand identity and recognition. Furthermore, the location is on school grounds which suitably targets our audience, as well as the location being a place where sports take place.

Radio:

We are also using the radio to promote and market our drink to certain audiences. The radio is extremely cost effective and is one of the most efficient ways to advertise your products. This is because you can choose what station and what time zone your advert will play in, therefore allowing you to select a station with your target audience and selecting a time when the highest amount of potential customers will be listening. As well as this, because radio advertisement is a lot cheaper than many other methods, 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.

In our radio advert, we will be using our catchy slogan "One sip can be the extra hit" to save a place in the consumers mind for our drink. Because of the rhyme and imagery used, they will remember the slogan and our brand and will want to have a look at our drink online. This will increase the number of customers we have, therefore increasing the number of sales and revenue.

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

Billboard and Magazine:

The reason why we chose our billboard and Magazine adverts to consist of bright and vibrant colours such as pink, red, green and white is so that the advert can stand out amongst the others. This allows the public's eyes to be drawn to the billboard and magazine, connoting the fun and energy that is gained by drinking our product. This further upholds the sports genre as the advert reflects the energised feel that is excepted when drinking our product, making you play sports to the best you can. This concept is also evident through our slogan "One sip can be the extra hit" as it is catchy and memorable to the audience which enables brand recognition which can be shared and enjoyed amongst people. 

Additionally, the USP of our billboard and Magazine is that it contains special features which are useful for the growth of technology and electronic usage. The QR code enables the target audience to scan it directly from their black box device, for instant and easy access to the product online. As well as it being unique and advantageous for the audience, it also allows our product to gain more recognition. For example, someone who shares a picture or link of this on their social media will allow many people the opportunity to see and interact - thus gaining more attention for our marketing, allowing our product to expand publicly.

Video:

The reason we have decided to go with the storyline of a women struggling to score a goal and play well is so that once she takes a sip of our drink, she instantly shows off the energy and power gained from our product. We've chosen to use a female actress to feature in our video as it goes against the stereotype that women aren't as active and sporty as men, therefore showing the target audience that anyone can participate in sports and use our product - all while promoting women empowerment.

The reason for choosing a video advert is that it can be distributed amongst many different media platforms including Youtube, Instagram and Twitter. This allows people to access the video on many different platform such as a mobile phone, tablet, computer and TV. The growth of social media further allows our videos to be shared amongst friends or posted by celebrities, hence allowing more recognition for our product and the sales.

The use of upbeat, yet soft tone, of the non-diegtic background music is so people can focus on the advert without being distracted by heavy music. However, the energy in the music is parallel to the action shown in the video (of the women playing sports) which all reflects our goal of the product.

Radio:

The reason for choosing Radio as a platform to advertise our product is that we can choose what station and what time zone your advert will play in, thus selecting a station that targets the same audience as our product, and selecting a time when the highest amount of potential customers will be listening. Radio advertisement is also cost and time efficient due to the nature of sound only. 

The feature of our slogan, "One sip can be the extra hit", is catchy and includes a level rhyme which enables it to be perfect for a radio advert. People will repeatedly hear this, hence causing brand identity for our product which is a positive and necessary outcome for revenue purposes.

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

Copyright:

Copyright is an intellectual property that allows the owner exclusive right to their work. For our advert and product we must ensure that we have this legal protection so that our product, PhizzWizzard, cannot be duplicated by other businesses, or stolen prior to the official release. Additionally, within our adverts we will gain permission before using background music, alongside brand logos. For this reason, we will make sure that no brand logos are seen in our adverts (such as on a piece of clothing) so that we don'r face copyright issues. 

Minor Appearance:

When working with underage talent, it is vital that we ethically and legally support them. For example, they must always be accompanied by a licensed Chaperone and never to be worked over the legal time period. In the UK, any child under the age of 18 must not work over 8 hours a day, or 40 hours a week. This means that the pre-production scheduling of our advertising campaign must be suitable for these working conditions to ensure that there is not legal or ethical faults. 

Health and Safety:

We must guarantee that the health and safety is adequately provided for every aspect of our advertising campaign. This includes making sure we protect the rights and well-being of persons, as well as making sure we do safety checks on all equipment and props being used in the production of the advert. The ASA (Advertising Standards Authority) will regulate all adverts in order to ensure that no harm is caused in the production, or inflicted on the audience. Therefore we must warrant that we have covered all aspects of health and safety so that we don't run into legal issues, or make the public saddened by our content.

Forms:

Forms that we must produce, in order to be legal and ethical, includes location release form, talent release form and risk assessment. Firstly, the location release form means that the owner of the property must sign consent for you to shoot on their property, in our case JCoSS. Additionally, the talent release form means that you must get permission from the talent involved in order to distribute your film/production without being unethical. Lastly, the risk assessment should be carried out in order to examine what could possibly cause harm on set so that we can plan ahead to prevent harm on our crew and talent.

Discrimination:

Ethically, we must ensure that no one feels discriminated no matter their gender, religion, ethnicity and more. For this reason we made sure that we never specified that the product was aimed towards any certain person and was available to all. Planning to use a female actress further shows that we are not stereotyping anyone.

Foul Language:

Throughout all of our campaigns we have made sure that their is no derogatory terms so that our adverts can be suitable to all audiences. The target audience listed in the client brief states 13-18 year olds and retro 30-something year olds, therefore foul language is unacceptable and harming to the audience. We also want to ensure that we don't deter anyone from wanting and enjoying the product.

Promotion of sugary drink:

It is vital that we don't promote or give any false information regarding the state of the drink. Ethically, we must lie to the audience and promote something that is bad for ones health. This is why we are making sure that we clearly show the flavours and energy that one will get when drinking our drink to avoid issues and upsetting the audience.

P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.

(Group task completed by: Mayan, Lexie, Sonny and Joel)

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. 

The first company competitor is pepsi max- this print ad is popular as it is very minimal and eye catching. The colour scheme is very prominent and stands out with the black taking a dominant stand in the overall colour of the campaign with the white clearly exposing the slogan of the campaign 'maximum taste, no sugar'. This slogan is giving a strong message that is very minimal but dominant in it's overall message. The brand also have a strong USP and recognisable brand logo and therefore catches it's audience with its eye-catching slogan and dark colour scheme. In order for us to overcome this and make sure we reach the same level as this brand, we will need to make sure our overall message and brand logo is recognisable and memorable for our audience in order to gain audience recognition and keep our brand in the market. 

Coca cola is another competitor for our drink, with its same fizzy style and popularity is a very big company we need to be aware of. Coca Cola is a very popular brand within the fizzy drink industry and take their brand to top level with their different advertising techniques. For example, they create their brand awareness at Christmas with the traditional 'Santa Claus Christmas ad'. This is an advantage for their brand as they have a big brand identity and use their USP of the 'Coca Cola' brand name and colour scheme- our drink doesn't have this brand identity and popularity and therefore is a big downfall for our brand and it's awareness. To overcome this problem in order to compete against this top- selling drink is to create an eye-catching and rememberable campaign in order for people to identify with the brand and share it around due to our marketing, slogan and colour scheme. 

Treatment: 

- Use of digital media advertising methods- attract target audience and allow them top interact and engage with the product. 

- Clear and eye-catching logos- build brand identity and audience recognition on both the billboard and magazine 

- Consistent colour scheme to make sure our brand ideas are consistent throughout out campaigns on both the billboard and magazine 

- Make sure our campaign voices our slogan 'One sip will be that extra hit' in order for audiences to remember our brand name and identity 

- Pricing used on advert so customers know how much it costs + which social grade demographic we will be tar-getting on both the billboard and magazine 

- Making sure our campaign exposes its content without words (more visual so less reading) for example, fruit, sport - fit with our themes on both the billboard and magazine 

- In order to represent the brands and fit with the brief we will present the Phizzwizzard and Carter Soft Drinks logos clearly on both the billboard and magazine 

Moodboard:

Storyboard for the Video:

Shot-by-shot list for the Video:

Visualisation Diagrams:

Pre-Production Schedule:

Forms: