P2(U20): Create a plan for a cross media advertising campaign in response to a client brief.
Proposal
STRIKE advertising have understood that the brief is to advertise the new fizzy drink that is called Phizz Wizzard created by carter soft drinks The whole point of this new fizzy drink is that you want to sell it in cans. This is because you want to take the target audience back in time when they were younger when there were mostly only cans around.
We want to aim our new drinks campaign at a retro audience of 30- something because we feel like in this generation we are too caught up with the unimportant things so it is important to try to connect back to your childhood and be able to drink out of a can. We want to present a new funky, edgy, red fizzy drink that tastes like you are physically eating strawberry laces, for our target audience to drink and enjoy.
There are many adults nowadays drinking or eating strawberry lace flavoured foods, so connecting this concept of '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 advertising company's name:
We decided to name our advertising company 'STRIKE'. After brainstorming many different names for many hours this is the one that we all liked the most and agreed would be the most popular. We all agreed that it is a very bold and eye-catching name that will really help to catch a wide audiences attention. At the same time as strike being bold and eye catching it is also short and memorable which is a good thing as it will stick in an individuals brain.
Our logo and font is really going to fit the name of the company. We decided to go down the route of having our logo being in big, bold black writing. Around the edges of the font we are going to have a red/pinkish glow. This is going to be really bright and eye-catching and really is striking. We want our advertising company logo to link with our name so that our company looks successful and professional.
Form:
Form is the appearance of a product including its properties and qualities. We want to make sure the appearance of our drink is vibrant and approachable as well as being able to target our specified audience. However, with our can design our target audience could be mistaken and think this is a drink for younger consumers. We need to make sure it is clear that we are targeting them. In terms of how the product will look, it will be in a can and the actual colour of the strawberry lace inside the can will of course, be red.
For our campaign we have decided to include many different media and advertising platforms. These include a billboard ad, video ad and magazine ad. All three of these media platforms are all extremely successful in regards to selling products. We want our campaign for Phizzwizzard to be as popular and as successful as possible. When it comes to linking all three of our adverts together, they are all going to have similar colour schemes to ensure that audiences know that they are all selling the same thing and also to make sure that our adverts look professional and realistic. In our video ad and billboards we want to base them around the idea of the flavour and taste of our drink. Seeing as our fizzy drink is the flavour of strawberry laces we are going to include images and colours that relate to this sort taste. This means that we are going to have colours like reds and pink so that they are bright and eye catching. Our billboard is going to have images of strawberry's and the main image is going to be an individual drinking out of the Phizzwizzard can.
Our video advert is going to be published all around social media sites such as Facebook, twitter and Instagram and will also be posted straight onto youtube. The reason we are going to post it on these sites is because social media is one of the most popular and successful media forms and is known to be extremely successful when advertising and marketing products.
Purpose:
We have created three different adverts, we first created the billboard becuase we will like it helps us target the old audience of those around the age of 30 who have a job andfcar, thousands of our target audience will see it every day and it is the perfect way to directly get their attention and advertise our product to them, the billboard is expensive in the short term however in the long term it will successfully reach its target audience, We also were told to create a magazine advert, the magazine advert would be used to target the the youngetage audience that we were told to target becuase these kids have time to go out to the shop and are more likely to buy it in their free time as they dont work as much as the adults, We were also told to create a video advert, this would be the most effective advert in my opinion because we can air this on TV at differen times depending who we want to target, for example for our older audience we would air it maybe later near the night because they would have got home from work and be relxiaing watching their TV showsand I guess this would als reach the teenagers becuase after they finish school they would be more likely to view the advert at around 4-5 ish, and this seems to be a really convenient time.
Genre of the product -
The genre of our product retro, fun and wacky feel to our product. This type of genre links in really well with the brief and the target audience because we want individuals to notice the fizzy drink and for it to stand out compare to other fizzy drinks. Soft drinks are usually available in many different formats. This includes, cans, glass bottles and plastic bottles. The good thing about having a 'Fizzy Drink' In a can is that it is not limited to who we market to.
Target Market/Demographics
We know that the target market is very important for any product, The main target market for our product is at a retro audience who are in their 30's, this is because when they were younger most companies produced fizzy cans, by targeting these people we will save a lot of money because we will be marketing an existing product back into an existing market, we will also be aiming the product at young people aged 13-18 which gives us a two main target audience, this allows for flexibility when designing our Billboard, Magazine Advert and promotional video. On the demographic chart the product would be aimed at the C2 - D - E, the reason I picked the C2 range is because those in their 30's are likely to be Skilled Manuael Workers And Have Blue Collar Jobs, and then as you can see I obviously chose those who are unemployed and young students because they reach the 13-18 age gap.
My assumptions about the audience is that both age groups will have different attitudes obviously, I imagine that once the adverts are released into the public these two target audiences will go to their local shop and spot my drink. I feel like the product will stand out with its attractive font and bright colour scheme. The drink will attract two audiences differently, firstly the 30 something retro audience will want to buy it mainly because it makes them feel like they were a kid and it helps relate to what they grew up with, however on other hand the younger audience of 13-18 will like the product because it be easily recognisable and be a different flavour that they would want to try.
Google imagesAll images are designed and created my Hannah, Toby and Lielle.
Supporting diagram:
Moodboard
Magazine front cover
Gant charts
Shot list
M2: Justify the choice of planned components by targeted media sector.
Below is the link for my adobe spark video that I created and scripted, which justifies the choices of components. The text underneath that expands on my justification.
https://www.youtube.com/watch?
We decided to create three different types of adverts.
We chose a billboard advert, magazine advert and video ad. We decided to create all three of these so that at the same time as advertising our product we can create a brand identity for Phizzwizzard. Having three different types of adverts allows individuals within our target audience to be able to view our product through different media platforms.
For example, the video advert is likely to be shown all over social media. This allows the younger part of our target audience to view the advert via the one of the biggest and most successful media platforms.
The billboard will also be extremely successful. Individuals that drive are likely to look at the billboards ads the most. This is because they are the ones likely to drive past and get a glimpse of the billboard. All three of our adverts were created to ensure that our adverts reach the wide range of people within our target audience. Additionally, the billboard will contain the font and colour scheme used across the other two components which will be easily recognised by the younger audience.
Having the magazine advert in place is also helpful when ensuring that the older part of our target audience are going to view our adverts which will mean that Phizzwizzard will become more popular and sales will increase. Magazine ads allow individuals to look at the ad in detail rather than just getting a glimpse, which is what our billboard ad is for. We could go a step further (after out first mock up) and add a QR code to the magazine advert, which will appeal to the younger target audience as it allows them to be interactive and be directed to the product itself, social media link or even the website of the company.
The video ad will be viewed through technology such as on our phones or laptops etc.
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