Planning the adverts

Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief

For the group part of this task I worked with Luka and Benji 

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

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

Project plan for Pre-Production, Production and Post-Production

Mood board

Gantt chart

Model Release form

Location Release form

Storyboard

Visualisation diagrams

Billboard

Magazine

Mr Rodgers - Luka

Butler - Benji

Chauffeur - Harrison

Young child version of Mr Rodgers - Marko

Script

(Car pulls up on drive outside house, driver opens car door to let Mr Rodgers (Luka) out.

Driver (Harrison): - We have arrived Mr Rodgers.

Mr Rodgers: (Luka) steps out of car and walks to door. 

Butler (Benji):(Standing outside door and opens door to Mr Rodgers) Hello Mr Rodgers.

-Mr Rodgers takes shoes off and blazer whilst looking tired and frustrated and throws himself onto bed-

Mr Rodgers: Butler, run me a bath!

Butler: Will do sir.

*CUTS TO NEXT SCENE WITH BATH RUNNING*

Mr Rodgers undresses, chucks clothes on floor in a huff and takes towel off of Butler, who is stood there holding it.

Mr Rodgers steps into bath and relaxes.

*CUTS TO NEXT TO SCENE WITH MR RODGERS LYING IN RED BATH*

Mr Rodgers: Butler, bring me a drink, I’m feeling rather drowsy! 

Butler: Yes sir.

*Butler returns to bathroom with phizz wizard drink*

Butler: Here you go Mr Rodgers

Mr Rodgers: What on earth is this bollocks!

Butler: Something new Sir, I think you'll like it

Mr Rodgers sighs and proceeds to take sip of Phizz Wizard drink

-TRANSFORMATION TAKES PLACE, MR RODGERS CHANGES TO CHILD RODGERS- 

*Background music comes on*

Young Rodgers (Marko) looks at his body and realises he has transformed to his youth

Young Rodgers: Butler, I'm feeling good! 

*Butler walks in*

Butler: Oh my god! Rodgers this can't be you.

Young Rodgers: It's me Butler! I promise. I'm young again

Young Rodgers gets out of bath, dances in mirror, gets changed whilst dancing and gets ready to go out and party, bringing back the youth to his life.' -whilst music plays in background 

Butler opens door for young Rodgers and driver opens door for young Rodgers to get into car

Driver turns on engine, opens window

Driver: PhizzWizard, brings you back to your youth.

Driver closes window

*SCENE ENDS*

Competition

The UK soft drink market is an extremely popular market including a range of drinks with a variety of different unique flavours. Carters soft drinks will have many competitors that they will face so a competitor analysis is necessary to identify where they will stand. The pricing of the can must be strategic as well as an attractive can design, slogan and USP. Carter still have to build their brand image which they can do by pricing their drinks low initially. This has been successfully done by soft drink manufactures such as Barr and KA. Canned soft drinks are priced variously depending on the drink. Before the sugar tax was introduced, canned drinks were priced lower however this forced businesses to increase their prices. Below is a list of different soft drinks with their average sales price:

Coca Cola - 85p
San Pelegrino - 95p
Pepsi - 59p
Monster - £1.09
Red Bull - £1.30
Fanta - 65p
Sprite - 65p
Dr Pepper - 60p
Barr - 39p
KA - 45p

By analysing these costs, it is clear that the more well known soft drink businesses are able to price their products at a higher price whilst still making constant sales compared to less known drinks being priced much lower. Our drink will be priced at 60p which is a fairly priced beverage. This price falls in the mid/low tier in terms or pricing which is a respectable price for a brand new drink being brought into this competitive market.
 

Coca-Cola are competitors who use a very similar advertisement approach to us. Here they have used a red colour scheme which we consistently see throughout all of there campaigns. The slogan is also very clear on this billboard which makes it very easy to read for viewers. This is very effective as they have already built a large brand image for themselves making their colour scheme much more effective. By using Marilyn Monroe, they are using a important iconic figure to promote their iconic timeless drink.

 

This advert is a coca-cola promotional video. Their message throughout this video is that coke is for everyone, no matter where they are from or who they are. This is done to share a positive message as they do not want to discriminate against anybody. This advert is used to promote togetherness which is a very positive message they wish to send. At the end of the advert, they also show their logo in their red colour scheme which shows consistency within the ads over different platforms.

Advert conventions

Advertisement is used to promote a product to their target audience, influencing them to purchase the item (In this case - Phizzwizard). Through the different advertisement forms such as video, billboard, social media and magazine, their are many consistent conventions used across the board. To list a few of these conventions:

- Lighting - This is the different amount of light/darkness shown in a scene. This is important as it sets the mood in a scene and also helps the audience connect to the characters, giving them an insight on how the characters are feeling e.g. darkness - upset/anger, light - joy

- Editing - Editing is used to align a video in order, allowing the video to be structures properly. This also allows for different effects and transitions to be added to the video 

- Camera shot/angles - This allows for different moods and feelings to be shown. Different angles used share different messages e.g. low angle shot gives character power whilst high angle shot gives audience power

- Sound - Dialogue, sound effects and music is all part of the sound which you can hear within each scene in the advert. This is used to set each scene and provide information as well as set a mood. Different moods can be set with different types of music and also different tones used.

- Special effects - These are used to edit a scene, making it more realistic. This is used to save costs as things can be added in which are not available through editing and using features such as green screen.

These different conventions are essential when making adverts and allow for adverts to be made at a top quality.

Project proposal:

Purpose

The purpose of this project is to promote the new, unique soft drink to its target audience. We hope to introduce this soft drink to an existing market and make it a popular drink within this market. This will improve Carters brand image, leading to more sales. We also hope to make this drink appeal to two different audiences, giving them a large target range. The main purpose is to promote the new strawberry laced flavour drink to Carts two target audiences of people aged 13-18 and people in their 30s.

Aims + Objectives

During this project, we aim to create promotional documents including a video advert, billboard and magazine advert for the Phizzwizard campaign. Our aim is to promote the product (canned soft drink) to its target audience at a great standard, increasing sales for the business. We will do this by creating unique, creative content which will attract customers to purchase the product. We hope to do this by glamorising the product, making it look extremely refreshing and more desirable. This will promote the beverage, raising awareness of Carter Soft Drinks as well as the new flavour being released. Increasing brand awareness will lead to bettering the brand recognition, attracting many customers and sales. 

We also aim to increase brand recognition, building the businesses name, making it a market leader. We aim to promote the new fizzy drink and make it a popular beverage within the soft drink market. Brand recognition can be increased through successful, consistent branding. By sharing a consistent message over different marketing platforms, we will be able to raise the brand recognition, making the soft drink much more popular. This is important as it will allow the new unique drink to be promoted to a larger audience.

Lastly we aim to direct our product at 2 audiences which are very different audiences. We hope to attract teenagers aged 13-18 as well as middle aged 30-odd year olds. We must use advertisement that appeals to both of these audiences as this will allow us to attract a large number of customers to the business. We aim to appeal to both these audiences as having two audiences betters the potential of sales.

Target audience

The target audience which we are looking at is a retro audience of 30-somethings as well as mainly, young adults aged 13-18. This is quite a broad range however many things must still be considered. 

Firstly, the audience of 30-somethings is a middle aged audience. This is a demographic which ranges 10 years from 30 - 39. This group of people mostly drank from cans when they were younger as this was extremely popular, due to them being sold in most shops. By creating a new canned drink this audience can be targeted as it will make these adults remember there past and their childhood which is one of our main aims throughout our project. This is because canned drinks were extremely popular when this demographic of people where children. Strawberry laces have always been a very popular sweet which this demographic grew up eating. This once again reminds this target group of their childhood, bringing back memories of the sweets.

This drink we are advertising is suited to teens aged 13-18 as the drink is a strawberry lace flavoured, colourful drink. The drink is a very trendy, new fizzy drink being introduced into the market which will attract a lot of attention, due to it being very unique compared to the rest of the soft drink market. We will make sure to target this audience using suitable advertisement platforms such as social media. This is because people within this demographic are large users of social media. This will allow for us to reach out to this demographic. As well as this, the younger audience is targeted as the drink is a very vibrant, fun drink that is flavoured as a kids sweet. This will allow us to target both demographics through our adverts. 

Resources + Personnel

Resources

These are the resources below are the resources that I will be using throughout our production:

• DSLR Camera - Will be used to record all of our scenes in a high quality as well as take photos of the can for our billboard + magazine cover
• Tripod - Will be used to hold the camera in position while the videos are being captured. This will make sure the camera does not shake and will allow us to adjust the camera position as we wish for it to be.
• Can of Phizzwizard and strawberry laces - These are props that we will be using when recording our video.
• Camera case - Will protect the camera from damage
• Photoshop - Will be used to create our billboard and magazine cover as it is a brilliant editing software that will allow us to easily express our creativity and follow our plan
• Final cut pro - This software will allow us to put our clips together and edit them using a range of different effects and transitions
• Outfits - We will all be dressed in formal attire as this is the theme we are aiming to set within our video, making it look more retro

Personnel

These are the personnel which we will be using for our production:

• Actors - We have 4 actors for our advert (Luka, Marko, Harrison and Benji) all playing different roles
• Screenwriter - Will write the script for the short advert
• Cameraman - Will be used to record our advert at a high quality so that we can put these clips together and create the advert
• Photographer - Will take photos of the Phizzwizard can so that we can use it for the magazine cover as well as the billboard
• Photoshop editor - Will edit the photos taken and put them into a billboard and magazine for our advertisement
• Final-Cut editor - Will edit the video clips taken, putting them together into a short, promotional advert
• Set designer - Will create and design the scene

Forms

The main way that we will advertise the new Phizzwizard soft drink will be through a video advert. This way we will be able to reach out to our target audiences very easily due to our target audiences being large users of television and platforms such as YouTube who showcase a variety of adverts. It is very expensive to broadcast adverts on TV channels so this will only be suitable if Carter Soft drinks have an appropriate budget. The video can also be shown on Carters website as many of their customers will visit their website. This advertising method will be shown to a range of viewers as different demographics watch different channels. For this reason, the choice of the TV channel is extremely important so that Carter can broadcast their advert to both demographics they target.

Another form that we will be using to advertise the soft drink will be a billboard. This is traditional form of advertisement that is used to show a large image in a popular area. This is very suitable for the 30s demographic as this format of advertising has been popular since their youth. As well as this, 13-18 year olds who are part of the younger demographic, tend do a lot of travelling every day to and back from school. There is an extremely likely chance that most children will pass a billboard and the bright, fun looking Carter billboard is sure to attract a lot of attention from this demographic. This advertisement method is all about placement as it is important to have the billboards in populated areas.

A magazine advert is another form that Carter will be using to advertise their new product. Magazines are very popular for middle aged people who have a specific interest in a certain genre. For this reason, the magazine adverts will better target the 30s demographic. This is because this demographic is a much more mature demographic, more likely to purchase magazines. The advert page will be sure to catch the eye and make readers thirsty, just by looking at it, making the reader purchase one next time they are looking for a drink. As well as this demographic, 13-18 year olds do read magazines. These magazines are kids magazines as well as gossip, sport and car magazines that this demographic share interests in. For this reason, it is important for Carter to look for common ground so that they can place adverts in magazines which both demographics take an interest in.

Lastly, social media is a vital form that we will be using to advertise the soft drink. Social media is a largely growing platform for advertisement and is therefore extremely suitable for this drink. The younger demographic of 13-18 year olds are heavy users of social media which is why this form massively appeals to them. These generations were brought up always using technology and begun to use social media from a young age. Platforms such as Facebook, Instagram and Twitter will be extremely effective to reach out to this demographic as there are millions of users on each platform. This is a very cost effective form of advertising that can instantly be shared to millions of people, making it extremely suitable for the soft drink. The older target audience however of 30 year olds are not as big users of social media. Not many people within this demographic are active on Instagram and Snapchat compared to the younger audience. Facebook however shares both demographics and is therefore a very appropriate platform for promotion of our product.

Treatment

Billboard and Magazine

- Social media links

- Slogan

- Colour scheme

- Price

- Hashtags

- Main image

- Background

- Website

Characters:

Adult Mr Rodgers ( Luka) - This role in the Phizzwizard advert shows the main character in his current life. He is miserable, frustrated and tired which is shown through his body language, verbal speech and by how he communicates with his Butler. You can also tell by his facial expressions that he always looks unhappy and fed up.

Child Mr Rodgers (Marko) - The role of Mr Rodgers as a child shows what his youth was like. We can see that he is a happy, joyful child that loves life, which is shown through him dancing, going to parties and looking happy with a smile on his face after drinking the Phizzwizard drink.

Butler (Benji) - He is adult Mr Rodgers butler. He never seems too happy however does not display too much emotion as he remains professional throughout. This is until, after passing the Phizzwizard drink to adult Mr Rodgers, he sees the effect the drink has had on Mr Rodgers and appears shocked when coming back to see Mr Rodgers is now a child.

Driver (Harrison) - His role is to be the driver of Mr Rodgers, and is seen at the end of the advertisement winking towards the camera, which is the first time we get an insight into the cheeky personality of the driver.

Video Advert Outline:

Mr Rodgers has come home from a busy days work, looking very tired and unhappy which is shown through how he speaks to his butler and his body language. He orders his butler to run him a bath and later gets in it, at which point he asks his butler to bring him a drink. The butler comes back up moments after with what he describes as 'a new drink he has found'; This drink is the Phizzwizard drink. Seconds after Mr Rodgers drinks the Phizzwizard drink, he transforms back to his his youthful self and now appears as a child again. The next scenes shows Mr Rodgers getting out of the bath and dancing as he looks at himself in the mirror. He gets ready to go out to a party as we can see that he is now enjoying life being a child once more.

Idea:

The overall idea of this advertisement was to show that when you drink Phizzwizard, it brings you back to the good times in your youth, and you immediately feel younger and happier after drinking it. Our aim for the video was to show the audience the transformation of Mr Rodgers before and after drinking the Phizzwizzard drink, who at first is seen as a miserable and unhappy adult and later in the advertisement after the transformation is seen as a happy and joyful child. The idea is that the drink takes you back to your youth.

Locations:

We use three different locations in our advertisement. The first location is the front drive of a house where we get our first glimpse of Mr Rodgers who is seen getting out of the car and walking inside. The second location is the stairway at which point we see Mr Rodgers order the butler to run him a bath as he walks up the stairs. The third and final location that is used is the bathroom. This is where Mr Rodgers drinks the Phizzwizzard drink and transforms into his younger self again.

Colours: 

The first half of the advertisement is shown in just black and white. This is to reflect on the mood and tone of the scenes as we try and portray Mr Rodgers character which is dull and gloomy. The second half of the advertisement is then shown in colour again, but with red being the main colour as we are trying to promote the Phizzwizzard drink which is a red colour. The scene changes from black and white to red just after Mr Rodgers drinks the Phizzwizzard drink. This is to further reflect the huge transformation in Mr Rodgers appearance and personality which changes from dull and gloomy to fun and bright, much like the change in colour.

Costumes:

Mr Rodgers as an adult is dressed in a work suit which is appropriate as it portrays the hard working miserable life style he lives. The butler is dressed in suitable attire with smart black trousers and a white shirt, which is common clothing for a Butler and reflect on how professional he is. The driver also wears a simple black suit, which also reflect his professionalism and dedication to his job whilst Mr Rodgers as a child is a dressed in a shirt with trousers, typical clothing to wear at a party which portrays his fun and joyful attitude and look on life.

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

For the new Carter soft drinks advertisments I will be using a variety of different forms. These forms include Video, Billboard, Magazine and Social media. The client brief stated that they want to have visuals for a Video, Billboard and Magazine, hence why I have made sure to include these in a suitable form to give an example of the promotional aspects of this campaign. Whilst the brief does not state to use social media, we have included links for them on the promotion forms they have asked for as it gives a better idea to the client of what the advertisement will actually look like. As well as this, having the social media link will entice the public to engage in the advert more. This will allow us to attract more customers and will also be more enticing to our younger 13-18 demographic due to this demographic being large users of social media. I will justify why we have used the chosen forms to target our target audience below. 

Video

A video was a very effective form of advertising as it engages the audience the most as it the easy form to view and follow. This is due to the fact that this from includes both visual and audio, giving it a more all-round effect on the viewer. This form appeals to both our designated target audiences which is critical as it means that Carters soft drinks can reach out to all of their customers through one promotional form. Video adverts are viewed by millions at one time if you are able to get the correct advertisement time slot on TV. As well as this it means that it can be shared to a YouTube page and to the social media platforms set up for the advertisement campaign. Due to the fact that the video can be shared over many different platforms it allows for both demographics targeted to view the video how they want e.g. 13-18s on social media and 30s on TV. As mentioned the video can also be shared to YouTube, which is an extremely popular platform which is free to use and will target both demographics. This form allows for us to express the most amount if creativity and really show our target audience what our drink is about and gives the brand some personality. The advert that we have created is very relatable to adults to have stress at work. This can attract our secondary demographic very well as it is something that many people go through everyday. The video then offers a clear switch up as the advert changes to a young boy. This particular boy is happy and has a spring in his step. This can not only suggest to the adult demographic that this drinks will help to relax the body and allow you to rest. But this advert can also heavily link to the 13-18 year olds as the boy is getting ready for a party, and he is particularly happy and has a spring in his step. This is also relatable for the younger audience and overall will share the message to our audience that the drink will boost how you feel due to the exotic flavoursome soft drink. Video advertisement is also very informative of the product as it will allow Carter to show the new product, logo, colour scheme and message behind the product.

Billboard

A billboard is a form of advertisement which is effectively a large image on a projector or hard background in a populated area so that the public will see the advertisement.  This is suitable for targeting both our designated demographics as this can be seen by anyone and we have added features to the billboard to entice both sets of demographics to look at the billboard. Billboards are especially popular on busy roads where they will be seen by hundreds of thousands of people daily, such as busy cities like London. This form is a traditional, above-the-line advertisement method, this means that the advertisement form is in the general public for all to view. In busy cities, such as London, this method of advertisement is extremely effective due to the hundreds of thousands of people travelling around the city at all times and potentially millions at peak times. Whilst, not all these people stop and look at the billboard, it can be effective towards the people that travel past the billboard everyday as they will glimpse at the billboard and take it in each time subconsciously. Billboards can also be spotted while travelling in a car, on a bus and at train and tube stations which further links to the fact that many people of both demographics will subconsciously see the billboards on a daily basis. The billboard that we have created has be thought about carefully so that it will be easy to spot, this is due to the bright colour scheme, bold logo and attraction to being on the beach. After some research we discovered that the average person spends roughly 6 seconds looking at a billboard while driving past it, this means that our branding must be clear. This form of advertisement will hopefully lead to an increase in sales for the drink as the key element of the brain constantly taking in subconsciously;, they will be more tempted to buy it, making sales more likely. 

Magazine

We have decided that a magazine advert will be a very suitable form for this type of campaign in order to attract the attention and therefore sales of the new product. Magazines allow us to add more information than a billboard, yet it still allows us to be sharp and creative with how we show of the product. Like the billboard, the magazine allows us to show off our clear colour scheme, bold logo and attraction of being in a holiday destination relaxed instead of where the ready might actually be. This will make readers want to purchase our drink due to how refreshing it appears on the page, something that we can exaggerate due to the creative freedom we have with a magazine advert. This form of advertisement will aim to appeal to the 30s demographic due to this demographic being much more mature audience. People within the 13-18 demographic do also read magazines, however not necessarily the magazines we will be hoping to get our advert into. The types of magazines that will be most effect for us to be featured in would be cooking, music, car, gossip. This would be because the people who read these genres of magazines fall into the NRS social grade category of C2, D which is the main group we are targeting for our product. It is extremely difficult to find the most appropriate magazine which Carter Soft Drinks should advertise their product in so a lot of research into this must be done before a decision is made as this can be an expensive form of advertising. 

Social media

Social media is becoming an increasingly more popular form of advertisement, especially for the younger, 13-18 demographic. Platforms such as Instagram, Snapchat and Facebook can be used to promote the product to the target audience, and it allows for a lot of creativity and can allow the company to give of a personal feel on each post in order to properly engage their followers. People within the 13-18 age group are extremely large users of social media which is why this advertisement form is so suitable for Carter Soft Drinks. Snapchat and Instagram are mainly used by the younger demographic while social media such as Facebook is still used by adults in their 30s. The common denominator that all social media platforms share is that it is free to post, and the audience that follow you have a clear interest in the product which means you know you are doing something right in term of advertisement. However, you can also promote post for very minimal prices compared to the costs of TV, Billboard and Magazine. This way, by using all social media platforms, Carter Soft Drinks can target both demographics of audiences. Social media will allow for Carter Soft Drinks to brand their business and products by raising brand awareness, making their target audience more likely to purchase the new drink in a store when they are selecting a beverage.

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

The first issue that we many potentially face is the Copyright Law of 1988. This law prevents companies using other individuals' or companies' material without their permission. This relates to our campaign and varies from fonts to advert ideas. We must make sure that we do not use other businesses' content because they can report us for this, forcing us to pay a copyright infringement penalty. This can cause us to have to pay fines which will once again be a waste of costs and give us a poor reputation, possibly leading to a lack of commissions in the future. This also links music rights, and to avoid this, we will make sure that all content that we use we have been given written permission to use in our advert, or will be original material.

The drink which we are adverting is an unhealthy soft drink that has high amounts of sugars. This is an ethical issue as we are promoting this product to be bought by our first target audience of 13-18 year old, and there is a growing problem of obesity amongst this age group in the UK. This drink alone, similar to the other in the market have enough sugar contents for one day which is a clear ethical problem. This drink can therefore lead to health problems if consumed multiple time daily. To combat this ethical issue, as a business we have decided that we are happy to be included in the bracket of sugar taxed drinks. This means that as a business we are aware of the sugar contents, and we understand the health issues that can be caused. As well as this, the promotion must therefore not be misleading and give away any false information, as if found to be doing so, it will only result in a bad reputation. To make sure this is covered, on the nutritional value on the can we must clearly state all the factors and must follow the Department of Healths guide line. 

Another legal issue we will be looking at is the location. The location we are using to shoot the advert is a house, this means that we must make sure that the owners of the house allow us to film on the property. This can be done by completing a location release form. This form grants us permission to record in their property. This is a necessity because if the form is not completed we can face many penalties such as cash fines and removing the advert. If we are forced to pay a fine and then recreate a whole new advert it will have a major dent in our advertising budget for the campaign, as well as giving Carter Soft Drinks a bad reputation.

Another ethical issue we need to make sure we follow is that our advertisement is truthful. With this it means that we need to disclaim all things in the campaign that isn't actually true. This means that we must state that drinking the drink does not actually make you younger. This is because if we advertise something that is not factual, we will receive poor feedback from our customers who will not be happy with out message. As well as this we are actually liable and can therefore be sued which will only hinder the business success as it means we will have to pay a fine and will only look bad on Cater Soft Drinks. The ASA could potentially ban any advertisement material that is misleading, so we want to avoid this.

The final legal issue we faced is to do with both our main models. As our models Luka and Marko are both under the age of 18, they must have permission from their parent/legal guardian in order to be recorded, developed and then shown across the platforms. For this reason we must print off child release forms and have the models parent sign it to grant us permission. We will not be able to use the model without his parent signing it as this will give us major legal issues they can not legally be recorded or have any photos taken of them without permission for an adult. If this document is not signed, we could face penalties such as cash fines which will waste costs and give us a poor reputation which could ruin the business before we have even got the product off and running.

As well as this being a clear legal issue, we may face ethical issues as well. This is because we are using two topless minors in our video which can be seen as too revealing for such a young child. Whilst, Luka who is posing as an old Mr Rodgers, and no one would know that he is 17, it is his scene that could cause the most ethical issues a we are giving off the illusion that he is stripping to the nude. Hence why we have combatted it by using a blur and we can easy show that he was in fact in swimming trunks and further to this it met the ASA guidelines and was deemed to show no clear offence to anyone.