Treatment:
What the campaign is going to be & the idea behind it:
Our campaign is all about taking you back to your childhood. We want to aim our new fizzy drink ‘Phizzwizzard’ at a retro audience who are in their 30’s. The whole point of this campaign is that we want to only sell our new drink in cans. This is because we want to bring it back to when there mostly cans around. You don't see many adults nowadays drinking or eating strawberry lace flavor food, so connecting this with ‘taking it back to their childhood’ we thought we should give the older generation/ our target audience a taste of their childhood. We feel like this is a strong selling point as there is nothing quite like it in the market and it is a suitable tasting drink for everyone!
Our campaign is all about taking you back to your childhood. We want to aim our new fizzy drink ‘Phizzwizzard’ at a retro audience who are in their 30’s. The whole point of this campaign is that we want to only sell our new drink in cans. This is because we want to bring it back to when there mostly cans around. You don't see many adults nowadays drinking or eating strawberry lace flavor food, so connecting this with ‘taking it back to their childhood’ we thought we should give the older generation/ our target audience a taste of their childhood. We feel like this is a strong selling point as there is nothing quite like it in the market and it is a suitable tasting drink for everyone!
Idea of elements:
Our campaign is going to consist of a billboard advert, magazine advert and a video advert. We have also discussed bringing in other elements that are relevant to the present such as the use of advertising on Facebook, twitter, Instagram and a website. Our overall aim is for this campaign to go viral. Our concept is going to be about the taste of strawberry laces as we feel like that is what we want our unique selling point to be when we advertise about the product.
Our campaign is going to consist of a billboard advert, magazine advert and a video advert. We have also discussed bringing in other elements that are relevant to the present such as the use of advertising on Facebook, twitter, Instagram and a website. Our overall aim is for this campaign to go viral. Our concept is going to be about the taste of strawberry laces as we feel like that is what we want our unique selling point to be when we advertise about the product.
Billboard advert- Effective billboards must have a clear, concise message and attractive illustrations and visual appearance. They need to be as clutter-free as possible and easy to read. They only receive about 2-4 seconds of a customer’s attention so the message needs to be easily digested. We have decided to make the billboard ad the same colour scheme as our can would be (pink, purple, green) so that it can really stand out to people and interest those driving by. The billboard targets the taste by having a theme of strawberries and showing someone in the centre drinking it out of the can.
Magazine advert- The reason why we have decided to advertise inside a magazine is because magazine adverts are more targeted. This means that we can choose a specific magazine that we know appeal to our specific target groups more so than a newspaper advert.
Video advert- We have come up with a video advert targeting the taste of our product (strawberry laces). Start the video off with strawberry laces which then turns into the phizzwizzard can! This is simple but effective. We want to show a clear USP that will appeal to our target audience.
Idea of elements:
Our campaign is going to consist of a billboard advert, magazine advert and a video advert. We have also discussed bringing in other elements that are relevant to the present such as the use of advertising on Facebook, twitter, Instagram and a website. Our overall aim is for this campaign to go viral. Our concept is going to be about the taste of strawberry laces as we feel like that is what we want our unique selling point to be when we advertise about the product.
Billboard advert- Effective billboards must have a clear, concise message and attractive illustrations and visual appearance. They need to be as clutter-free as possible and easy to read. They only receive about 2-4 seconds of a customer’s attention so the message needs to be easily digested. We have decided to make the billboard ad the same colour scheme as our can would be (pink, purple, green) so that it can really stand out to people and interest those driving by. The billboard targets the taste by having a theme of strawberries and showing someone in the centre drinking it out of the can.
Magazine advert- The reason why we have decided to advertise inside a magazine is because magazine adverts are more targeted. This means that we can choose a specific magazine that we know appeal to our specific target groups more so than a newspaper advert.
Video advert- We have come up with a video advert targeting the taste of our product (strawberry laces). Start the video off with strawberry laces which then turns into the PhizzWizzard can! This is simple but effective. We want to show a clear USP that will appeal to our target audience.
Research into competitor adverts:
Creating a media campaign based around a fizzy drink can often be very difficult. This is because there are so many other huge brands that are in place that also have huge successful campaigns and adverts. Brands including Coca-cola, Fanta, Tango, 7UP etc all are examples of extremely popular brands that sell many products across the globe. For example, one of the most successful fizzy drink campaigns is called 'Share a coke'. This campaign was created by coca-cola and was created to help increase the sales of their products whilst at the same time having an aim of helping individuals come together and share a coke together. Campaigns like 'Share a coke' are the type of campaigns that are going to be huge competitors for our campaign that we are going to create.
Another huge competitor that have their own advertisements for their products would be Fanta. Fanta over the years have made many more products. They originally started with their original flavoured orange fizzy drink. Over the years they have become more successful and have created many more flavoured drinks including strawberry, mango, lemon, grape and even lime.
These business are direct competitors because they will try and target the same age range as us and they also they will all try and product a canned drink, this is a big problem because that means we would have to rely on our advertisement and videos to try and grab the tasrget audience before they do, another way they are direct competitors is because they will also create maagzines and billbaords to try and steal our customers.
These business are direct competitors because they will try and target the same age range as us and they also they will all try and product a canned drink, this is a big problem because that means we would have to rely on our advertisement and videos to try and grab the tasrget audience before they do, another way they are direct competitors is because they will also create maagzines and billbaords to try and steal our customers.
Our campaign has a completely different style and our product is going to taste very different and individual in comparison to the majority of other fizzy drink brands. This is because our brand is product itself is made around the taste of strawberry laces. This is extremely different and there are not many other brands that are created around the idea of a drink tasting of sweets.
Pre-production schedule:
Research into advert conventions
For an advert to be successful and to look professional it has to include many things. The convention of an advert is all of the little things that create the advert look good and to help the style match the product. A huge advertising convention could be adding a celebrity to the advert. This is effective because the audience will see a famous face that they know and will want to buy the product because the celebrity may have used it. Having a celebrity in an advert will allow a companies sales to increase and for their products to become more popular.
Another huge convention is making sure that the product has a slogan. A slogan is a short memorable phrase that is always used in advertising. They are used to help audiences remember the product and keep the catchy line in their minds. For example, McDonalds slogan is 'Im Lovin' in'. As well as having a catchy phrase, a lot of advert also like to have catchy music in the background. This is also so that the thought of the advert stays in peoples minds all day. This means that they will not forget about the advert because they are likely to be singing it all day.
Advert conventions must ensure that they are edited and well lit. This means that lighting has to be spot on and correct so that the advert will look as professional as possible and so that the audience can see everything that is going on. The music must fit the advert correctly so that it looks in time and the content of the video must look realistic. The colours of the advert must also fit in well with the product that is being advertised. The camera angle and shots also make a huge difference and effect the audience massively. This is because the camera shot should usually focus on the product that is being advertised.
Alliteration is also a advertising convention that is often used. It is extremely successful because it is often very eye catching and often sticks into the audiences mind and is often a catchy phrase. For example, Kit Kat catch phrase is "Have a break, Have a Kit Kat". This is extremely catchy and fun to say and it also eye-catching to look at. Another example of a brand that use alliteration in their advertisement is 'Dunkin Donuts'. The name of their brand uses alliteration because of how bold and eye-catching it is.
The mies-en-scene includes lighting, props, set design, costume, sound and so on. These are all extremely important parts to include in advertising as it is what creates the advert to look realistic and professional and to ensure that the advert fits well with the product that is being sold. All of these difference aspects are all so important and all add to the advert in difference ways.
Alliteration is also a advertising convention that is often used. It is extremely successful because it is often very eye catching and often sticks into the audiences mind and is often a catchy phrase. For example, Kit Kat catch phrase is "Have a break, Have a Kit Kat". This is extremely catchy and fun to say and it also eye-catching to look at. Another example of a brand that use alliteration in their advertisement is 'Dunkin Donuts'. The name of their brand uses alliteration because of how bold and eye-catching it is.
The mies-en-scene includes lighting, props, set design, costume, sound and so on. These are all extremely important parts to include in advertising as it is what creates the advert to look realistic and professional and to ensure that the advert fits well with the product that is being sold. All of these difference aspects are all so important and all add to the advert in difference ways.
Pre-production schedule:
Story boards:
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