Learning Outcome 2 (U20) : Be able to plan a cross media advertising campaign to a client brief (P2, P3, M2, D1)

 Aims and objectives

The aim of the advertising campaign is to advertise the latest drink from Carter soft drinks. The new drink is called PhizzWizzard. the drinks brand will raise awareness which will lead to more sales of the drink. The adverts will cover and emphasise the strawberry lace flavour of the drink.

Target audience

30 years old is the primary target audience. The nostalgic theme and feel to the can is a large part of the appeal. 13-18 years old is the secondary target audience as fizzy drinks tend to appeal to teenagers and this age group.

Key message & purpose:

There will be an emotional appeal for this product which is mainly aimed at the primary target audience. This is due to the nostalgic feel of the can and the product which will trigger their emotional response. The positive emotion that is linked to the nostalgic feeling, will create a positive feel and emotion towards the drink. For the younger target audience, there will be an emphasis on excitement in the advertisements. High energy and positivity is key as it will be needed to associate strong emotion for the brand. However even with all this the emotional response is focused on the primary target audience, rather than the secondary target audience.

The natural flavours of the drink are all made from plants and or animals and has no additions to it. This means with the addition of natural flavours the product will taste nice without the consumers consuming "unnatural food". The natural colours of the drink are colouring's that change the colour of a product and are made from only natural materials only. The benefits to this is that they are biodegradable, non-toxic and non-allergenic. The drink being sugar free is a great benefit as it means the drink is a healthy option because it reduces the chances of weight gain. These aspects are very consumer focused because it is a healthy alternative to competitors products. This could also be seen as a solution to a problem, which is that there are little to no healthy fizzy drinks on the market. This means there is an option for health conscious customers with an option to enjoy a fizzy drink without there being any health implications.

We need a slogan which relates and connects to the audience under one common theme. Due to the retro aspect being explored within the brief, it will be followed further into the advertising campaign. Some initial thoughts are:

-Go retro (this could be used as a hashtag)

|-Back to the drink

Call to action:

For the call to action we need to bring a sense of emotion and enthusiasm for the product. This can be done by using certain adjectives, using some numbers, making a promise, making the product desirable and utilise FOMO. We need to make sure it is clear what the product is and about, stating outright that it is a fizzy drink. With the clarity of it makes clear to the customer what they are buying. Some sort of urgency will be required to buy the drink, so words like "go" will be used for encouragement. Making it easier for the customer by easing any anxiety and reduce any distractions.

"Go retro, Go PhizzWizzard"

This call to action will be used at the end of the video advert, potentially as a voice over, but most definitely as a text. This will be used throughout most of the advertisements that are made. On certain social media adverts, the hashtag #GoRetro will be used instead. This adds to the social media affect and leaves more room for negative space on the advert.

Media choices:

The video adverts will be platformed on television and YouTube. 46% of all adults aged 30-39 watch TV and 34% of all adults aged 18-29 watch tv. Because TV's are in the majority of peoples houses, this means the adverts will every accessible too many people. The TV adverts will have to be placed after or during programmes that the primary target audience tend to watch. Programmes on E4 and ITV2 will be the most suitable and it targets the age of our primary target audience. Youtube is also incredibly accessible to many people, as all it requires is a device which is able to access the internet.

Another media choice that I will be choosing will be billboards and posters to promote the drink with our slogan. We will also be looking at making posters to be used for the promotion of the drink. We will also be using billboards to help with the promotion for the drink because if placed in the correct location, it can be viewed by a lot of people, creating a large audience for the drink.

Scheduling and key dates

Gannt Chart:

Key Dates:

21:02:23- Script creation - This has been created early so that there will be time to film the advert before the product is released 

25:02:23- Filming the advert- We will be filming at this time so the weather will be good enough to film outdoors.

02:03:23- Editing the advert- We will edit at this time so we have enough time to finalise the video before the release of the campaign

 

08:03:23- Release of the campaign- We will release the campaign in March, then release the product in summer due to the demand of soft drinks in the summer.

Resources:

• Camera
• We will need a camera as it will allow us to film our video adverts and take pictures for all the other adverts
• Tripod/gimble
• These are needed as it will stabilise our camera leading to less shaky shots during filming
• Soft box lights
• We will need soft box lights as it will make sure all our indoor scenes have the correct lighting that we want to achieve for all our adverts
• Desktop or laptop 
• We will need it run all the suitable software on it
• Mouse and keyboard
• Needed to work on a computer
• Video editing software
• We will meed video editing software to cut all the videos down into a suitable advert 
• Social media accounts
• We need social media accounts to post our social media ads on to, as well as interact with the audience to boost customer relationships 
• Microphones
• We will need microphones as this will allow us to record crisp sound that is not muffled as well as recording any voice overs if needed 
• Audio editing software 
• This will be needed to allow us to mix audio together to make it easier to listen ti when the audience listens to it
• Stock music/music making software
• For the video advert (and potentially the social media advert) music will be needed to accompany the video, to create a well rounded product

Personnel:

• Camera Man
• We will need a camera man who can operate all the necessary camera equipment, whilst getting all the shots, angles and movement we need for the advert
• Sound editor
• We will need a sound editor as we will need someone with the knowledge and experience to get the best possible sound quality and sound effects that match the video ad
• Video editor 
• We will need a video editor as we will need someone with the knowledge and our experience to put all the shots together in an order that works and makes our product to the best possible standard 
• Photo editor
• We will need a photo editor for our print, social media and billboard ad
• Audio expert
• We will need an audio expert to set up and record the sound for the video advert, so that the audio is crisp, not muffled or too quiet to edit 
• Lighting expert
• We will need to have a lighting expert as they will be in charge of making sure all the light sources are at the correct level of brightness, without creating glare of harsh shadows
• Script writer 
• We will need a script writer as they will write and edit the script for our actors to follow in the video advert
• Social media manager 
• We will need to have a social media manager as they will help to promote the social media ads and let them interact with potential customers in the comments and direct messages to increase brand connection 
• Copy writer 
• To write and create all of the tagline, slogans, hashtags and headlines for the advertising campaign
• Creative director
• We will need to have a creative director to create all off the storyboards, mood boards and sourcing props fore the video adverts 
• Casting director 
• The casting director is needed as they will be recruiting the actors for the video advert, selecting the most app

Pre production plan

Research into conventions

Social Media- Social media adverts tend to have short and snappy animations, videos and or pictures of people holding using their product. For example Coca Cola have lots of adverts that make their products stand out, while also showing off and selling their product. Their advertisements also contain a short caption that stays in the viewers head as well as having a hashtag that is trending to promote the advert.

Billboard- The billboard advert focuses on 5 key areas and they are: font that is easy to read, plain backgrounds, images of the products clearly being advertised and short amount of texts and slogans. Fonts that are easy to read is very important as it will make it clear what the advert is about, especially if it is on a billboard. These adverts tend to be placed in high places, for example on the side of apartment buildings so it can be seen from far away. Generally bold, san serif font will be used as they are the easiest to read, only if they are sized correctly. Plain background will be used so that the text is easier to read and not to distract the audience from more important parts of the advert. The main image of the drink will be placed largely on the billboard so that it will get the viewers attention and it will be clear what is being advertised to the audience. The billboard advert has to be clear so that people know what is being advertised, and to be persuaded to go and purchase the product.

Video ad- The video adverts revolve around 4 key areas which are: form, style, technical codes and also techniques to convey a certain message. For form the narrative style of the advert can be shown to the audience, or they can use a more direct approach. The narrative needs to show the audience a story and it has to link t the product, which will mean the customer is more likely to purchase the product. If a more direct approach is used, the people in the advert or the narrator needs to talk to the audience to gain their attention. Normally explaining the benefits of the product to the customer, they will go out and buy the product. The style of the advert you make is really dependent on how you want to engage with the audience. If you make a humorous, funny advert you will create a positive emotion for the consumer. The style you use for your advertisement will differ depending on the product you are selling, but the main focus has to be on how you will make an impact with your target audience, because the audience need to feel a strong emotion to the brand and the product.

Competitors research

KA- KA is a soft beverage which was launched in the 1960s, based on Jamaican soft drink recipes. The drinks are fruity flavoured, which the company focuses on showing the product and what the flavour of the drinks are. KA also have a strawberry flavoured fizzy drink, similar to our PhizzWizzard soft drink. The main way KA tend to advertise is by having the drink next to its corresponding fruit. KA have a lot of bright, Caribbean inspired colours which they use to promote their drink, and in order to stand out against other rival products. They don't use celebrity endorsement to help promote their products, which we know as we don't see any celebrities in KAs advertisements.

Fanta- Fanta is an American owned German brand which was founded in 1940, which was founded to be a Coca Cola alternative. Fanta is now owned and is part of the Coca Cola group. You can get Fanta in a full fat version and also a zero sugar version, and in a range of flavours including: orange, grape, strawberry, fruit twist, lemon and many more. Fanta have a very similar marketing approach to Coca Cola, and target a similar target audience of 10-35 years old. Fanta use a variety of ways to advertise their product including digital and print, posters and billboard, which include photos of their target audience drinking the product. As well as that they use multiple different social media platforms to promote their products. The signature colour of Fanta is orange, which a lot of their adverts feature the colour so Fanta has that memorable colour that people see and think of the product.

Coca-Cola- 

Coca Cola is an American organisation which was founded in 1892. They are most famous for their drink Coca-cola classic, which is a full fat version of coke, however they do offer other options which are: diet, a zero sugar option and al of these variants has different flavours such as vanilla, lime, strawberry and more. The company has a target audience of 10-35, which is very similar to the target audience of Fanta. Coca Cola use celebrities for campaigns which they arrange for them to be in schools, collages, universities and they also have a large coverage on social media. Coca Cola use a wide range of ways to advertise their product and get it out there. They use print adverts such as a billboard or in a magazine, and they also use digital adverts such as a social media post or a tv advert. Coca Cola take a very localised approach to their campaigns, as they use images that are local to the country the are advertising in. 

 

Production schedule 

Risk assessment

Location release form

Talent consent form

 

Storyboard

Script

Treatment 

Location Recce

List of assets

• Camera
• Sound editing software
• Graphic editing software
• Video editing software

Contingency plan

Treatment

Sketches of billboard and social media graphic

Social media 

Billboard

Mood-board

  

Fonts and colour choices

The colours which I will use on my adverts are a mixture of red, pink, purple, white and light blue. I have choses red because the drink being advertised is strawberry flavoured, so red is associated with strawberries, which makes it a colour suitable for the advert. As well as this is a bold colour which is eye catching. I have chosen pink because it contrasts well with red. It is associated with strawberry laces, which the flavour of the drink is based on, so it is a very suitable colour for the adverts. It is a softer colour which is more pleasing to look at than a large red advertisement which could be a bit too much in your face. I chose purple as out coneys a sense of creativity and uniqueness, and it also contrasts very nicely with the pinks and reds on the advert.The reason I used white was so that it helps the other colours of the advert stand out, and I also chose white to use as the text colour for the title in my adverts. I have chosen to use light blue for the border of my text so it stands out and catches the eye of consumers, it contrast well with the other colours, therefore I think it is a good fit for my colour scheme.

Fonts

merit task

M2 (U20).pptx

Legal and ethical issues:

Ethical-

Pitching a fizzy drink to people under the age of 18 could lead to some sort of health implications, but off we clearly show the audience what servings are acceptable is counters out this issue. This can also apply to people over the age of 18 but they are more knowledgeable about the health implications of excessive consumption of unhealthy fizzy drinks. The product is sugar free, therefore meaning it does reduce the potential health risks and implications. If the consumer is healthy and has an active lifestyle, it should not be a problem to consume a suggested amount of PhizzWizzard. The portrayal of everyone in the advert needs to come across as inoffensive, so that the adverts don't get complaints from the audience. The actors involved will wear regular everyday clothes to reduce the chances of inappropriate stereotypes that may come across in the way that someone dresses.

Another ethical issue that needs to be considered is the price advertising method bait and switch which is a questionable pricing strategy that involves misleading consumers by initially advertising at low prices to gain consumers consideration, then revealing that the promoted products are not available, so it pushes you to the more expensive items instead. Rather than falsely attracting buyers interest in this way, you can instead transparently share your fixed prices and focus on offering a clear value proposition to justify these costs honestly.

It is unethical to create false expectations when it comes to our PhizzWizzard drink, because if the advert creates false expectations about the benefit of the drink, it could be seen as misleading by the campaigner. For example if the drink says it will make you happier, or better at sports, or more popular, it can be seen as manipulative.

Another ethical issue that we will need to consider is if the production, distribution and disposal of the drink will have a negative effect on the environment. The advertising campaign could be seen as unethical if it is promoting a product that is harmful to the environment. We can help prevent the negative impact on the environment by making sure during the production that we have a heavy focus on producing as little waste as possible.

One final ethical issue is if the advertising campaign involves the use of social media influencers. This could be seen as unethical if these influencers are not transparent about their relationship with the brand or if they promote the drink without regard for the potential impair on their followers health.

Legal

We have to make sure that all copyright laws are met, by asking the owner if we can use the piece of content that they have created. By getting the owners permission, we avoid any problems by using someone else's work. If the owner says yes to us using their work, then we can use it in all of our adverts without any consequences. If they say no to us using their work, we have to look elsewhere or create it ourselves without copying the original piece of work. We will prevent this issue by making sure that any of the music or images that we use in our campaign, we have permission to use in our campaign.

None of the content we produce can contain libel and slander. Libel is a law that stops anyone from publishing information that is untrue, in a written format. This means in any form of media we produce with text in it, it needs to be factually correct. We can prevent libel by not including any information on a competitor or a person in any advertisements we do to limit the risk of having information that could be considered to be libel.

Slander carriers the same rules and implications as libel, but instead of being written inaccuracies, it's about verbal inaccuracies. When we use voiceovers we need to make sure anything that is said is factually accurate, specifically for the video adverts. We can prevent slander in our advert that we make by making no comments about a person or a competitor, that could be deemed factual inaccurate or anything that could offend anyone.

False advertising is another legal issue we need to consider. If we make false or misleading claims about the product, it could be considered false advertising. For example if the advert claims that the drink is "healthy" when it is not, this could be considered false advertising. If the campaign is designed to mislead or deceive consumers , it could be considered deceptive advertising. If the adverts uses imagery that makes the drink appear mire appealing then it really is, this could be considered deceptive advertising. We can prevent false advertising or making it misleading by making sure that anything we claim about the product is 100% true.

Another legal issue which must be considered is advertising to children. If the advert is aimed at children and makes a false or misleading claim about the product it could be considered a violation of advertising laws that protect children. A lot of countries have regulations that limit the type of advertising that can be directed at children. We can prevent this by making sure all of our adverts meets ASA standards on what content can be shown and seen by children.

Any health claims that we make can have legal implications because if the advertising campaign makes health claim about the product, it could be considered false or misleading. In many countries health claims must be supported by scientific evidence. We will make sure that any health claims we make are backed up by reports that we made on the drink during creation of the flavour and drink in general.