Task 6: Planning the adverts P2(U20), P3(U20) , M2 (U20) D1(U20)

Learning outcome 2(U20): Be able to plan a cross-media adverting campaign to a client brief

P2 (U20): Create a plan for a cross-media advertising campaign in response to a client brief.

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.

Platforms

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 an 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 advert. 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 is 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 the 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. 

Resources

While filming our advert there are multiple resources we will be using. One of the resources we will be using is props. We will be using 80s clothing to be able to look appropriate with our 80s advert theme. This will allow our advert to look as professional as possible.We will be using a camera when we film our advert. A camera will allow our film to be shot in high quality and so our advert will be clear and easily interpreted.

We will be using final cut as an editing tool. We will be editing our advert using final cut. This will allow us to use multiple different tools such as background music. If our advert is too long final cut can shorten the video so it is at least one minute ten seconds. Our group will use photoshop to make the magazine page and also the billboard advert. Photoshop will enable us to make a design of the magazine while also adding writing. There are multiple different tools that we can use on Photoshop such as the magnet lasso. The magnetic lasso allows us to edit a picture to include only the part that will be relevant to our product.

Personnel 

One of the roles that we will have is actors. We will need to have multiple actors in order to film our advert. Actors are needed to play out specific roles within movies, televisions series or adverts. The actors must be able to stay in the character with whatever they have been given in order for our advert to look as good as possible. We will need a cameraman in order to be able to record our advert. It is important that the cameraman does a good job and records each part of the video well capturing the whole scene. The cameraman should also include a variety of different shots such as long shots and close-ups this will make the advert more appealing to viewers.

Treatment 

Poster

As you can see in our posters, we can see our slogan written at the top of the page in big and bold 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 colours we used in this advert are those that the flavour strawberry and allows the audience to see what flavour drink we are advertising the use of red oink and purple will help them connect the colours to the flavour 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 then 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 reopening 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 socially 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 hairstyle to again tie back in the retro theme. We made sure that we a mixed-race boy in boy (Saul) to allow us to connect with the many different ethnicities thereby increasing our audience reach.

Locations -   we used a park bench as here we thought it will allow us to connect with the teenagers at 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 normal teenagers dress in the present day, this is evident in one of the boys wearing a hoodie and another one of the boys wearing Nike tracksuit r bottoms. However, we change our clothes halfway through when boy 3 takes a sip of the drink, we change into colourful shirts that are meant to resemble the 80s thereby adding the nostalgia factor again.

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 our product the fizzy drink.

Research into conventions –

Billboards

As we can see from this Billboard it is an advert for a fizzy drink of “coke” here on this billboard we see that coke is showcasing its slogan, its product, its logo, and its colour scheme is very prominent here. These are just some very important conventions that we would want to implement when it comes creating our own billboard.

Here we see that the brand name “ Coca-Cola “ in its traditional font and being the biggest font on the advert this may be because they would want to reinforce the brand the potential customer and get them to remember it.

Another thing we see here is red being the most common colour this could be because they want the audience to associate the colours with the product 

As well as this another aspect of the billboard shows the product its self this may be because they will want the product to be instantly reconcilable whenever a customer enters a shop.

Video idea

Here in this video advert for coke, we see a small story being told, this is because the business will try to get people to follow along with the advert. In this story it shows an older and younger brother, this could be because it will allow the audience to relate to the advert. Another aspect of the video with was interesting was the repetitive use of showcasing the product throughout the advert to make sure that that the viewer remembers it.

We also see the use of music editing in, this may add to the mood of the advert whether that’s happy sad or humorous it will depend on the advert. Here we see happy music added in the make audience feel happy and associate that feeling with coke.

They also use Voice over throughout the video to help to tell the story of the two brothers as this will allow the audience to connect more with them.

As well as the above we also see the repetitive use of showing the brand name throughout the advert as well to reinforce to the audience the brad and allow them to recognise it very easily.

Magazine advertisement

Here see a coke advert in a magazine advertising none other than the product of coke. We see that covering most of the page is a picture of the product its self as this would make the audience see it and then want to go and have a coke. Another convention we look at is that it has the slogan with the name of the product in the biggest font in a long way and reinforces the brand to the audience. The colour red is not used in this advert, unlike a typical Coke campaign, but as the company is already established audiences will identify with the brand. The font and text are clear and large for the slogan/company name, which is convenient as they are the two most important pieces of text.

Research into competitors- 

We research into lots of different competitors mainly coke due to how they have been around since the 80s and we find those old adverts rather similar to what we want to do. Coke had lots of different campaigns during the 80s but we are just looking at how they represented their product. Coke is a potential competitor because they have been around since the 70s/ 80s making them a very big competitor with all fizzy drinks.

In the advert, you can see the simple but very attractive way they would promote their product make sure that the customers know that when you drink it you will feel refreshed. This is from the ice around it and how cold it looks so they are trying to push the factor of a refreshing drink to have on a hot summer day.  It also focuses on the aspect of the customers as well as saying Red, White and you making their advert feel more personal for the customers.

Another competitor would be Fanta that used video games to attract their primary audience in there 'fruit slam 2' campaign. Fanta is one of the potential competitors because they have been around for a while with their primary audience being teenagers. Fanta is also similar in how they are a sweet fizzy fruit drink making them more of a competitor for our product as well. Their colours scheme is very bright which our campaign would be similar to this as well because we would be using bright colours in our adverts. This would make Fanta an important competitor that we need to keep an eye on due to our similarities through different campaigns and the product itself.

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

Location release form 

During the process of making our advert, we needed various forms. One of the forms we used is the Location Release form. A location release form is a binding between the owners of the property (which is being used for filming) and the photographers. Both parties must sign the forms. By signing the release, the owner of the property loses the right to sue the filmmakers or photographers.

Model release form

Another form that will be used is a Model Release form. A model release form is an agreement form in which the model signs to allow the pictures of himself are used within the company that has been taking pictures or filming him/her. The company will have permission from the model to use their photo or film in a specific media document.

Gantt Chart 

Location recce 

Prepared by		Teo Ungar		Date				02/03/17
Location Details		Victoria Park, New Barnet
Scene/Purpose of filming		A bench in the park will be used mainly. We are going to be filming an advert for the soft drink Phizzwizzard.
Site Contact Name			Kaitlin Stevenson
Contact telephone			07944450308
Permissions			Permission has been granted
Points of Interest			Benches and main footpaths
Safety Issues			Possible weather issues such as rain.

A Location Recce is a form that will be used during the project. A location recce is a form that is filled with data about the location that is being accessed to see whether it is suitable to be used for filming. The form includes images of the location in person and on google maps, location details, the purpose of filming, permissions, health and safety issues and points of interest.

Storyboard:

Visualisation diagrams:
Magazine advert: 

Billboard: 

Risk assessment 

The final form that will be used during our project is a Risk Assessment. A Risk Assessment is used to identify various different hazards that could appear while filming. Within the Risk Assessment, each hazard is rated low, medium and high. The purpose of this is to minimize the chance of any of these happening.

Shot list:

M2: Justify the choice of planned components by targeted media sector

Video Advert

We also are planning on creating a video ad. This advert will be placed on YouTube and Tv this would ensure to hit the primary audience due to lots of them watching it. The reason as to why uploading the video to YouTube is effective is because lots of teenagers use their smartphones to watch YouTube so putting there would ensure that they are able to watch it at any time.  The advert is a comedy of the retro 80s ways this would help to get the secondary audience attracted to the advert due to them being from the 80s and finding the humour very close to their nostalgic past. It will have 3 teenagers in it, this would make sure that teens can relate to it and find the comedy funny as well. Creating a video advert will also allow our audiences to connect with the product and feel as though they are part of the new release. From research, every successful campaign has a video advert, so it seemed necessary to create one.

Magazine

We thought to do a magazine advert for the product. The reason as to why we are using a magazine is because it would get a lot of attention to the product. It would be put in a magazine page that’s portrait only using one page. The magazine will be 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. We will also push the advert forcing the campaign to go more viral by putting it on the 'Sun' newspaper - this is another potential platform we could use as we believe the magazine will be successful.  The reason as to why this would be effective is because it makes sure that we hit the secondary audience as they would make sure to give more of an awareness of the product. The magazine method isn’t the greatest for the primary audience as they are much younger and its shown that not a lot of teens read magazines. But we did think that as we were using it for the secondary we should use it for primary, so we found that we should put it on the very popular magazine, for example, Seventeen this would be effective as this the magazine is primarily for teenagers that are between 14 -17 which is the main target audience. This would make sure to get the attention of the primary audience and the colours and font that are going to be used on the poster are made to make sure to hit the primary target audience.

Billboard

Another use way we planned to advertise is through a billboard advert. The Billboard advert would be very effective for both target audience this is because it can be placed as to where the primary audience would normally be as well as the secondary. This would mean placing the billboard near the school’s tube stations/ Bus stops as well as shopping centres and busy main streets making sure that they are placed to where the primary and secondary target audience would be regularly. The billboard advert will also be effective for the secondary audience as it shows more nostalgic presents this would be because of the secondary audience would have been in their youth when they see a traditional advertisement as well as due to the 80s lack of technology, they mainly used this way of advertising.  The colours, fonts and the image will also attract the primary audience due to how eye-catching it is, it would also make sure the secondary target audience sees it as it uses a very basic image that would have been used in lots of other fizzy drink adverts in the 80s.

Social media 
Lastly, social media would be the last form of advertising that we would do. This would be on twitter, facebook, Instagram and snapchat. The social media will feature a hashtag (#phizzwizz) that would push to make sure the campaign gets more attention. Using social media is also important as the target audience would all use these as the teenagers are often on it a lot due to so many people becoming a lot more dependent on technology. The social media links are featured at the bottom of both the poster and billboard to make sure that the customers see it. Creating interaction around a hashtag is extremely successful and therefore by producing a social media advert, it will engage more audiences and attract more attention.

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

Copyright is a legal issue that means if someone wants to use music, products, items they must get permission from the creator to allow them to use it. Copyright could be a big problem for this the project, this would be because as we are trying to do a lot of the 80s of references, so this means things like ‘Back to the future’ (music), ‘Star Wars’(music) and Sony walkmen(product). This would be through all the adverts that we are going to create. We would need to make sure before filming that we are allowed to use these materials so getting permission would be very important, this is because if we don’t get the permission to use these then company’s like Lucas films/ Disney that own the star wars franchise would most likely want to go through legal actions meaning the whole campaign would be stopped and redone wasting a lot of time and materials for the project. The way around these legal issues is that we would create our own content through filming so meaning it would be an original idea that is own by 'Moonlight adverts'

Intellectual property rights are had by a person/ company, so they can have exclusive rights to use their own ideas, plans without the worry of other competitions. This means we need to make sure that all the content that is being created is original and is not copied from another format as well as to make sure that we have all the correct laws for our creations. If this isn’t done, then it could lead to lots of legal issues that would delay a lot of the production or even stop it.

Another legal issue would be through the ASA requirements (Advertising standards authority) as they would regulate adverts. This would be important because it means that we need to make sure that any part of the advert will not be offensive in any way. This is because if somebody sees the advert and doesn't find it appropriate that person will complain about it to the ASA. They will then check our advert seeing if there is anything wrong with it and if they do then they might stop the whole campaign. The way we would avoid this is to have nothing that can offend or be harmful to one making sure that nothing is inappropriate for the advert. 

All the forms for the production will need to be signed and checked off by the correct people to make sure they are done. These forms consist of location release forms, model release forms and location recce. These are all important to be filled out properly so that we can use them during filming. The model release form will make sure that we are legally allowed to use this person for the shooting and use them for the advert. The location release form is important to be filled out because then we would not be able to film in the locations that we want to this would then lead to us delaying the production if we can’t do the filming there.

An ethical issue that could arise is the problem that the primary target audience is young teens. This is a problem because people might not like the fact that we are promoting a surgery fizzy drink to young teens. This could lead to people boycotting the product or making groups go against it, therefore, meaning that the whole product of this campaign could be stopped entirely. The way to avoid this issue would be to make sure that all information about the surgery content and the calories and what is put in the drink are placed with on the can in visible sight so that people know what they are consuming. The product is also aimed at adults so that not all the promotional information would be just for kids it would also be for adults, so this would mean that not all the marketing is just focusing on the teens

Discrimination is another ethical issue that could affect the campaign. This would be from if we would use any offensive language that could be racist, sexist, age etc. Doing this would affect the campaign in a very bad way as it would create a bad image for the product as well as our advertising company and carters soft drinks making customers not want to purchase the produce and boycott and things from both of us. To make sure that we don't have these issues we will need to make sure that no bad language is used or anything that could seem to look like discrimination, this would be important because we want to make sure that we can get all the potential customers we can so having discriminatory thing in it would make fewer customers like the advert.