Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief (P2, P3, M2, D1)
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
Aims and objectives
The aims and objective of the campaign is to create an advert and campaign that generates sales. It also aims to appeal to the target audience which is between the ages of 13 and 18 as well as 30 year olds. The advert is trying to introduce the new brand and drink with a different flavour. The aim that was described in the brief is to create and produce a drink called Phizzwizzard, which had strawberry laces flavouring and is sugar free with only natural flavourings and colourings. The aim of the advertisement is to pull in the target audience and receive feedback from the audience. The company also aims to be professional otherwise the target audience won’t take the company and brand serious.
Target Audience
The main target audience /primary target audience for the campaign is for people ages 30 and over that age. The company has asked for the style of the brand to be retro in order to appeal to the target audience. Due to it being retro, they have asked for the drinks to be produced in cans which gives off a retro vibe and view. The secondary audience is between the ages of 13 and 18 which makes sense since it has strawberry laces sweets as the flavouring, which they would have enjoyed when they were young just like the primary target audience. The secondary target audience which are the teenagers, would enjoy the product since it is a fizzy drink and this type of audience are known to be the highest consumer of fizzy drinks in all age groups. This fizzy drink is aimed and targeted at all races, genders and ethnicities. The overall gender for the target audience would be mainly female and women however there can be some male target audience. This would mainly be female due to the fact that the drink is strawberry and would be seen as more of a feminine drink.
Key Messages and Purpose
The purpose of the drink is to bring excitement and enjoyment to the target audience as well as pure pleasure. The key message is also pleasure since it is a drink that would give the consumers flashbacks and memories of their childhood since it includes sweets that are often known to be linked to childhood. Another message is that their drink is unique and one of a kind since not a lot of drinks are retro now a days and not a lot of they include sweets such as strawberry laces. The purpose of the drink is to make the audience happy and feel exhilarated when enjoying it. It also encourages memories of their childhood since as said before strawberry laces are favoured by all. The sole purpose of the drink is to fulfil the needs to the audience and it allows them to enjoy and experience the drink with friends and share it with others.
Call to Action
I would include slogans such as ‘phizz it up!’ or ‘Phizz from the past’ which links to the retro style of the brand and the name/ title of the drink. This would as said appeal to the retro feel of the company and make the primary generation feel youthful when enjoying the drink. I might also include a hashtag such as #phizzitup or #phizzfromthepast which allows the secondary target audience be included since they can like share, then post which could then promote the brand and make the company go viral like how the brief expects to happen. It would allow both target audiences to be included and use both types of media and advertising to help make other people aware of the product. These slogan and hashtags will hopefully try and draw in the main target audiences as well as others if these types of promotions of the campaign bring other people in.
Media choices
Video Advert on Youtube
It will advertise the drink to people and show them what ingredients are inside of the drink and what it includes. This will help inform the customer and audience. It will also be shown with just the ingredients and with simply what the drink looks like and how appetising it is. The advert will also show people what the drink has and what makes it original. It will have an original and unique presentation of the drink and why it is unique from other fizzy drinks. It will also have a retro background to present the retro kind of vibes that it holds as well as the drink would have a mature font which shows off the retro and mature style of the brand.
Billboard
The billboard will be simple and will be similar to the share a coke advert in the way that all the information and slogan will be presented in a similar way. The billboard will include the ingredients and the main parts of what the audience need to know such as the no added sugar and only natural colourings and flavourings. It will include the name and slogan of the drink with most of the billboard being taken up by the drink and the main colour scheme to show that the drink is the main thing and is the more important thing in that advert. It will also show parts of the advert being presented in the billboard so that people can link both if the adverts together and know that they are the same product and brand and not copyright.
Instagram Advert and Post
The social media post and advert will include parts of the YouTube video which will help present the idea better and will help with the promotion of the product to the secondary target audience of 13 to 18 year olds. This would include the presentation of the hashtag as well as the slogan which will help make the campaign go viral. The information would be the same and would include the dietary requirements. The name of the post would include the reference to the company as well as the introduction of the new drink and how they can use the hashtag to promote the drink. This will be seen and shown on other peoples pages and it will be seen on all pages so that everyone can see the drink and access the website easily.
Poster
This will include the same or similar components to the billboard and will incorporate the retro style of the brand and company. It would be simple and would refer to the fact that there are strawberries in the drink even if that means there is some colours similar to the colour of red or some strawberries can be in the background to emphasise what is inside of the drink and make it easy for those who haven’t seen the other adverts for the campaign.
Magazine Advert
This would include in depth information of what the drink includes and what the company is like as well as information on the style of the brand which is retro. It will include information on where you can access the drink and where you can buy it. It will be a simple advert and there will be some information but not too much so that the viewers don’t get bored and that is especially for the 13 to 18 year olds.
Scheduling and key dates
The estimated time that the campaign and product will be produced would be in 5 months which would lead into the summer season. This would then make the drink be related to the season of summer, this is when it has the highest consumption of fizzy drinks due to the heat teenagers and adults or otherwise known as the target audience, would find a fizzy drink cooling and refreshing. The scheduling of the product would workaround the hiring of people such as the videographer which would be possibly be an intern due to the fact that they are cheaper to use. The production of the product and testing it with a selection of the target audiences would be an important part of the process due to the fact that if it doesn’t appeal to them then we would need to find a different target audience.
Resources and Personnel
The resources required for the campaign would be camera equipment as well as a videographer which could do both photography and the video for the YouTube advert. We would also need an editing software that can be used on a computer, which will be used to edit the text in the advert and the ingredients on the can as well as edit the YouTube advert video and make it look professional. These roles would be varied out by interns or would be multi roles since with the videographer it would be doing both the filming the video and taking photographs of the drink and campaign. The company would need people who specialise in certain areas of advertising which would therefore make it easier on the company to have people on the project would make production of the product faster. If the company doesn’t hire editor for the campaign, then it could make the company look less professional since if there is wrong spelling or the adverts don’t look clean or professional then it could lead to the company having a bad reputation.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
Treatment
Title and Slogan
The title of the campaign is Phizzwizzard and the slogan is Phizz it up! This is because the brief has asked for the name of the campaign to be what they parent company wants. The slogan complements the campaign since it is linked to the drink name and is simple and easy to remember.
Duration
The duration of the production of the campaign is 5 months. This will start in March and end in July. This time will be used to get a videographer and the resources and personnel which will help with the production of the campaign.
Outline of the advert
The advert will start with the camera on the drink and it will then have the camera zooming on the drink as it is being poured into the water which has strawberries in it. Then it will cut to a scene where the videographer drops strawberries and then it changes into strawberry places. It will then switch to a scene which is where there’s ice being thrown into the drink and then a splash happens. Then it pans to a scene where the videographer pours laces out of the can and then it changes into a drink. It then ends on the final page with just the can and ingredients on the side with the price.
Location
The location of the campaign will be at Monks Walk School, Knightsfield, Welwyn Garden City. This will commence in the C block photography green room.
Target audience
The primary target audience is 30 something and the secondary target audience is between the ages of 13 and 18.
Social media links
#phizzitup
Https://www.instagram.phizzwizzard
Visual elements
The setting for this will be in Monks Walk School and it will be set in a green room, the photography room to be exact. The lighting will be bright so that is eye catching however the colour won’t be bright so that it remains in the retro style of the brand and company. The editing that will be included will be making sure the cuts and shots between the takes are clean and professional. The camera on. The first take will be a zoom in shot of the can and will show the can which would have droplets of water on it. It will then zoom in on the product as the drink is being poured in the water which has strawberries. This will then pan to another scene which is a close up of the strawberries being dropped and then changing into strawberry laces. Then it will do an extreme close up off the ice being dropped in and the parts of the droplets of the drink jumping out of the drink. On the final image, the camera will zoom in and scan the drink and the finish on the drink with the retro background and have edited writing next to the drink.
Audio elements
The audio will be limited and minimal when it comes to speech. There won’t be any talking since there isn’t any cast and there will only be a little which will be at the end which will explain the dietary parts of the drink. There will be vintage music in the background which has been sorted in terms of copyright laws and acts. There will be a speaker at the end which will explain the ‘no sugar added’ and ‘only natural colouring and flavouring.’ The background music will be vintage and retro which will work with the style and bran d of the company.
Conventions
Billboard
One convention that billboards have when it comes to fizzy drinks is that the drinks take up half or at leats most of the billboard so that the audiences know the product. Most of the billboards fro fizzy drinks display there logos at either the left or the right top corner. This is a known fact and is how consumers understand what the product it. This allows the consumer of the product to know what to look up when looking for the product. The drink has to take up most of the campaign because it allows the audience and people to recognise the product on a smaller sized document. The billboards need to be simple, short and sweet because not many people read or watch the billboards for long. They need to be memorable even though it has been viewed as a glance.
Poster
A convention that posters have is that they are similar to billboards. The difference with billboards and posters is that they are displayed in a different ways. Posters are put around shops and near to places where the target audience might be found. Posters have similar conventions to a billboard, it consists of the name of the brand, the slogan and the product which takes up most of the poster. It will be simple since not many people pay attention to it, it needs to be bright coloured to catch the target audiences eye.
Video YouTube advert
A convention that YouTube adverts have is showing people having a great time and enjoying the drink with those that they love. The advert usually consists of each scene involving the drinks hick includes the idea that the drink is one that is memorable and one that is enjoyable for all. Another convention would be that the end of the YouTube advert it will have the same image that most of the posters billboards have on the main page.
Magazine
A convention of magazines when it comes to fizzy drink ads is that the magazine would take up a whole A4 page of paper and the magazine would have the drink take up half of the page and would be around the middle of the page so that the audience wouldn’t miss it. Just like billboards, it is small, short and sweet, it also has to be very simple and not consist of much information since not many of the viewers actually read the information put down for them to read. It has to be memorable even though it we be viewed as a glance by the target audience.
Instagram advert
A convention of instagram advert when it comes to fizzy drinks is that it usually consists of the product. It is simple and would usually have a hashtag and would have the slogan of the brand of the drink. It normally has a simple background and would have some celebrity endorsement who would use the slogan or a hashtag to promote or product. For example, in the share a coke campaign it had celebrity endorsement as well as a hashtag which was #shareacoke which helped gain social attention.
Competitors
Fanta
One competitor would be Fanta, this is a big competitor since it has a variety of flavours and drinks and the main one is orange and it is a well known drink and brand by everyone. Fanta has a successful campaign which lasted 30 seconds and was named ‘colourful people’. This is a fun loving and it involved candid people. It was put into place to embody authenticity. The target audience consisted of the same as the ones in Phizzwizzard which is mainly the target audience of teenagers. This ended as a successful advert and campaign and was very popular with the target audience o teenagers and young people in general. The campaign involved a combination of OOH advertising as well as using social media to reach the younger target audience. They used this because of the fact that the younger target audiences would use social media and that type of advertising to find access to the drink as well as the campaign for the drink. the campaign involved rebranding of the product as well as showing off the product on different media platforms and using different advertising to promote the product.
Coke
Another competitor would be Coke, this is another big competitor and it also has many flavours such as vanilla and cherry. This has many consumers or the product and it encourages many people to drink it and consume it. The company had a campaign which was called ‘Share A Coke’, this was well known and was a success. It had aimed for a similar and pretty much the same target audience. This campaign had celebrity endorsement which was from and by Selena Gomez which made the drink and campaign more successful since it had a popular celebrity promote the product and encourage others to indulge in the drink. This campaign was also very successful since lots of people had already consumed the products and drinks from the company before. This was also successful because it showed people sharing memories of the drink. The campaign was put in place to increase consumption of the product and specifically in the summer, spring time of the year. The campaign also involved getting people more aware of the product as well encouraging them to consume and enjoy the product with the ones that they love as well as loving the brand.
Sprite
A competitor would be Sprite, this is a big competitor and competes against Coke as well. Sprite has multiple flavours including cranberry, cherry, grape, orange, tropical, ginger and vanilla. The never versions of the drinks are artificially sweetened which is what Phizzwizzard isn’t, it has no added sugar and has natural flavourings and colourings. Sprite had its first ever global marketing campaign. This was launched as a new TV advert in England as part if its multi - million pound global campaign which was called ‘Let’s Be Clear’. This was targeted at young adults and had a rest and refresh during memorable times ion their life. This was aimed at a young target audience however since it is very popular and known by all, more people who weren’t part of the target audience are included in the consumption of the product. This was very successful since it has grown to become a billion dollar brand in the market because of the campaign. The campaign involved moving the Sprite product from green plastic bottles to clear plastic bottles which made it easier to be seen and made the product more eye catching. This was also seen to make recycling of the plastic more easier which made buyers feel that after they consumed the product, the bottle will be disposed correctly. The clear bottles matched the catch praise of the campaign which was 'let's be clear' which is what the bottle changed to. The campaign reaches out to all audience types by making sure they use different types of advertising such as traditional, digital and social media content as well, which allows for them to be drawn in.
M2 (U20): Justify the choice of planned components by targeted media sector
I chose the slogan of the campaign to be ‘phizz it up’ since the campaign is aimed at a target audience who would relate to the vintage and retro kind of style of the campaign. It relates to the past and kind of reminds them about old sweets and vintage sweets that they have had before. This also can be related to the secondary target audience of ages from 13 to 18 since they would be fond and would have lived through a similar era with the primary audience. The title would help the audience understand that the campaign is trying to remind the audience of the good times and the past, such as the good things that they had including the sweets such as the strawberry laces. Since the flavouring of the drink is strawberry laces, it links to the past since not many of the younger children would not know that sweet. This also links to name of the drink and out talk about the past and memories which makes them reminisce the past. The slogan is easy and simple to remember which is an advantage to the target audience. The slogan also has ‘ph’ instead of a ‘f’ which links to the name of the campaign.
I chose the information of the drink to be no added sugar and only natural colourings and flavourings because of the brief. The information added to the advertisement and the campaign would be what is described in the brief due to the fact that they are the specific and accurate to the drink. The information would be included on the can this will help make the audience aware of the ingredients and what is included in the drink. The information such as the sugar intake from the drink and the colourings, as well as the strawberry laces flavouring. The purpose of the ingredients being listed own the can is to help the audience understand the drink and the substances inside.
In the advert, I decided to only include the drink and the hand of the videographer because of the sole purpose that it is more appealing and eye catching to the target audience. There wouldn’t be a celebrity included or any well known actors just so that the target audience thinks it s only for the celebrities. However the company may decide to get some sponsors such as young actors and older actors which are within the primary and secondary target audience. The reason why there won’t be any celebrity endorsement is because of the fact that the target audience won’t make an assumption on who can actually have the drink. Its welcome to all then.
The font of the campaign would be ‘Ginchest’ and the colour scheme of the campaign will be red, white and pink. This is because of the fact that the brief asks for the drink to be strawberry laces flavoured which is the reason why the colours are pink, red and white. The font which is ‘Ginchest’ gives off the retro style of the brand which is how the brief would like the campaign to be due to the target audience. It also is very old fashion and readable for the target audience. However it isn’t too retro or old so that the secondary target audience can enjoy the drink. The colour as said before links to the ingredients, it is also very eye catching to the younger generation since it is bright and bold.
I chose the layout to have the drink in the centre and readable. I wanted to drink to be the main and the first thing that people and specifically the target audience. The information about the drink will be next to or under the can as well as on the can. This can make the can more obvious and makes it standout more. This will remain consistent throughout the campaign and it would help the audience know that it is the same drink. The information of the drink needs to be near he drink but within a good distance. This needs to be readable and obvious to the target audience as well.
I chose the tone and feel of the advert to lure people I and encourage them to buy the product. The advert is meant to be retro and vintage to relate to the brief and what is asked from and by the company. The advert is meant to show the drink on its own and it needs to be eye catching and has to be well known by the people and the target audience. I chose this because it needs to be something that the target audience would like to watch.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
One of the main issues with fizzy drinks would be the sugar consumption of the product is very high. On average, Americans consume more than 50 gallons of fizzy drinks each year. Drinking high sugar soft drinks is most commonly associated with obesity and type 2 diabetes. This can also have a potential side effect on your teeth and can lead to tooth decay and cavities. Regular consumption of sugary carbonated drinks adds to calories to your diet which may increase the risk of being overweight and obese. There have been recent health claims towards to use of drinking fizzy drinks. They argue that it might encourage unhealthy diets and habits which could lead to obesity and type 2 diabetes. This could also result in parents of the teenagers complaining to the company about the consumption of sugar and calories. This could also put a bad reputation on the company and lead to people not having their drinks anymore. However the benefit of Phizzwizzard is that there is no added sugar and no sugar at all. There is also only natural colourings and flavourings which is a positive of the company, but the only thing that the company can’t change is the acidity of the drink since it is required to produce the carbon inside of the fizzy drinks which creates the fizz in the drinks.
Another issue is that it creates a stereotype of the brand of the fizzy drink. For example with Pepsi and Coca Cola they are known to be the cause of most health related issues. Even though fizzy drinks can be addictive and raise health claims and cause health risks, they don’t aren’t ht only cause and aren’t the direct cause of the health related problems. As said before Americans consume more than 50 gallons of fizzy drinks, they also consume high amounts off fats food which are deemed to be unhealthy to people when combining both of them together. Fast food changes are known be unhealthy and even more unhealthy than fizzy drinks since it is consumed more heavily. Phizzwizzard contains no added sugar and no artificial flavourings or colourings, it contains natural colourings and flavourings. This is a positive and therefore wouldn’t result in the company getting a bad reputation and getting s stereotype.
An issue could be that libel could occur which is information of a product being correct and not incorrect. If the information is incorrect it could lead to the customer being mislead and being told and informed with the wrong information. Fro example, this includes the dietary information which would be on the campaign adverts. It needs to be correct otherwise it would mislead the audience and would make them avoid the drink if the information is incorrect. The company needs to fact check the drink and make sure that everything that is in the drink is what the brief states. It needs to ensure that the information is correct otherwise the company and drink brand would get a bad reputation. It may only affect the consumer/ customer and the company since it puts a constraint on the idea a put in the brief.
A legal issue would be the data protection act for the videographer of the campaign advertisements. The company would need to collect the information about the videographer such as the name, age, phone number and email and probably a lot more. The company would need to protect the identity of them and make sure the information remains private and only kept with the company not viewed by the public. This could possibly result in the videographer being hacked and if the bank details have been taken then it would leave them very vulnerable and could result in the videographer being put in a dangerous place.
A different issue would be the increase of aluminium cans. The increase of pollution of cans is due to more companies using ams to reduce plastic pollution. The company has specifically has asked in the brief for the brand and the drink to use cans which gives off the retro style of the brand. Even though that is a major problem, the company has decided to include the label of recycling to make sure that the cans are being disposed of correctly and not used to pollute the water. This doesn’t put a huge constraint on the company and the production of the new drink, however it allows the brand to include the right way of disposing of the cans which is recycling and not polluting the environment.
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