Planning the adverts (U20: P2, P3, M2, D1)
Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
Completed as a group with Katie Mellis, Rafael Edmead, Theoni Bossman and I
Proposal
Plan
Billboard
The logo, which states the name of the drink, Phizzwizzard, will be placed on the top of the billboard, in bold lettering to ensure that it stands out. This will allow audiences to clearly identify the brand, which will in turn increase brand awareness, and its popularity. The Billboard will emphasise the main image of the can of the drink, which includes the name of the drink, which is Phizzwizzard. This is important so that audiences can easily identify the can on shop shelves. The background will include an image of a sports court, which reflects the sports themed genre of our advertising campaign. The signature colour that will be visible on the billboards is red. It will also consist of an image of a strawberry in the middle of the sports court. This is because it reflects the flavour of the drink, which is strawberry laces, and the colour of the liquid, which is red. The colour red is bold, and connotes love, life, and even health. This is reflected within our advertising campaign that portrays Phizzwizzard as an energy drink. This is also reinforced by the slogan of Phizzwizzard that states, ‘Energy to the extreme’. This will be consistent throughout the various advertisements. It will also include the different social media platforms.
Magazine advert
For the magazine advertisement, we plan to have a main image of 2 large cans of Phizzwizzard clashing together producing a red splash. This reflects the idea that the flavour is strawberry laces, and the colour of the liquid is red. From this audiences will be able to infer that it is a refreshing drink. We also intend to include the social media platforms, such as Facebook, Twitter, Tik Tok, and Instagram, where Phizzwizzard pages are accessible as Carter Soft Drinks hopes that the campaign will go viral.
Video advert
The video advert will start with an individual playing football in the premier league but fails to score the penalty and misses the goal, which produces sadness and disappointment. However, Phizzwizzard appears, and when the football player drinks it, it provides him with the energy and ability to be able to score. This will include recognisable music that both target audiences can identify with. This will reflect the sports themed genre of the advertising campaign, and the idea that it is an energy drink. For example, when the football player eventually scores, it will include the ‘Three lions’ song, which reinforces many happy memories for individuals, as it reflects a time in which a sense of community is emphasised as people collectively coming together to watch the football. This can also create a sense nostalgia for some individuals, which reflects the retro genre we attempt to reflect throughout the campaign.
Social media advertisement
Although we will not be making it, we could produce a social media advert. As the brief states that Carter Soft Drinks hopes that the campaign will go viral, this is one of the most effective ways to increase the likelihood of this being achieved. We will advertise it through carousel adverts that pop up as one is browsing on their social media. For example, it can be an advert on an individual for you page on Tik Tok, or adverts that pop up on one’s feed on Instagram. This appeals to one of the major target audiences of 13–18-year-olds, as they are those that are most likely to have an account on these social media sites. It can also include advertisements on one’s Facebook feed, in order to appeal to the retro audience of 30-somethings, which is what the client brief requires. Social media managers can track algorithms in which the company can ensure that they are targeted those who show an interest in products that are similar to that of Phizzwizzard. The social media advertisement will incorporate the same sort of elements as the other advertisements on the various different platforms. For example, the logo will be placed on the image of the can, which will state the same of the drink, Phizzwizzard. The logo will be in the same font as all of the other advertisements to reflect the retro genre of the campaign. It will also include the same signature colour, red, to reflect the flavour of the drink, which is strawberry laces, and the colour of the liquid, which is red.
Content
The content of the cross-media advertisements will include what has been highlighted in the client's proposal. An example of this is appealing to the target audience of 30-somethings, as well as the major audience of 13–18-year-olds. It will take the form of a billboard, magazine advert, video advert, and a social media advert. The video advert is one of the ways we will advertise Phizzwizzard. The video advert will start with an individual playing football in the premier league but fails to score the penalty and misses the goal, which produces sadness and disappointment. However, Phizzwizzard appears, and when the football player drinks it, it provides him with the energy and ability to be able to score. We intend for the drink to appeal to our target audience as a refreshing sports or energy drink. It will also include the slogan at the end, ‘Energy to the extreme’, which will associate it with the other advertisements on various platforms. Both the billboard and magazine advert will include the logo in large at the top of the billboard. This is to emphasise the name of the brand, which will increase brand recognition and awareness, which will increase the likelihood of Phizzwizzard becoming a success. This will be in a font that appears to look like strawberry laces, which reflects the flavour of the drink. The image of the strawberry will also reinforce this. They will both also include the signature colour red, to reflect the colour of the liquid of the drink. It will include the main image of the can containing the drink to ensure that consumers will be able to visually recognise and identify it within stores. The billboard will reflect the sports theme genre of our advertising campaign through placing a sports court as the background, while the magazine advert will include more features that reinforce the flavour of the drink. In order to incorporate digital media technologies, they will both provide a QR code in which those that scan it enter a competition to win 2 months' worth of free phizzwizzard. The social media advertisement will include the logo, photo of the can, slogan and the same colour scheme as the other advertisement in order to create brand awareness. This advert will be placed on various different social media platforms which have been highlighted in the client brief in order to attract a wider target audience.
Concept
Carter Soft Drinks require an advertising campaign for their latest fizzy drink, Phizzwizzard. The concept of the campaign will be to reinforce the idea that Phizzwizzard is an energy drink that will improve the sport and fitness skills of those who consume it. It aims to target a retro audience of 30-somethings, as well as a major audience of young people aged 13-18. It will show ones life without Phizzwizzard, in which they lack the skills needed to score a major football goal. It will then flashback to before they took the goal, in which if they had chosen to drink Phizzwizzard, they would have scored. This will gain a positive reaction from those in the video, which reinforces the idea that Phizzwizzard promotes collective happiness and joy.
Target audience
The target audience for our advertising campaign is a retro audience of 30-somethings. One of the ways in which we will do this is through emphasising the can of the drink, as they mostly had cans when they are young. They can thus identify with the advertising campaign and perhaps reminisce about their past. As well as this, one of the various social media platforms that are used is Facebook, which is used by mostly adults of this age group. This means that they are more likely to come across the advertisements for Phizzwizzard and become loyal consumers. We will also target an age group of 13–18-year-olds. This is done through the bright colours used. As well as this, this age group are particularly more active and energetic, and so the sports and energy genre of the advertising campaign will appeal to them. It is advertised on a variety of different social media platforms, including Snapchat and Instagram, which is mainly used by those within this age group. To target these age groups is a client brief requirement. We also plan to target individuals from an A-C2 social background. This is because these are those that are likely to have the disposable income to buy the drink regularly. As it is 50p, it is appealing to those from a wide range of social class backgrounds. For this particular campaign, we aim to target all genders. For example, the colour red is appealing to all genders. As well as this, sports have become increasingly more appealing to girls, rather than only boys, due to it becoming more inclusive.
Objectives
The main objective is to create an advertising campaign for ‘Carter Soft Drinks’ for their latest fizzy drink, named Phizzwizzard. The flavour of this drink is strawberry laces and the colour of the drink if red.
The campaign needs to include a billboard advert, a media advert, and a video advert. As well as a social media advert that is accessible on various social media platforms, as Carter Soft Drinks hopes that the campaign will go viral. In order to increase the likelihood of the advertising campaign going viral, we plan to place the advertisements created in busy areas. An example of this is the billboard placed near bus stations and in train stations. As well as this, the magazine advert could be placed in magazines, such as the Metro, which is a free magazine that people read on their commutes using public transport almost every day. This will increase brand awareness, making more people feel inclined to buy the drink.
Another objective, and one that is a client brief requirement, is to target a retro audience of 30-somethings who mostly had cans when they were young, as well as a major audience of 13–18-year-olds. One of the ways in which this objective will be met is through the colourful wrap of the can that has a retro kind of feel.
This advertising campaign will attempt to reinforce the idea that drinking Phizzwizzard is a refreshing and exhilarating experience that will provide the individual with energy, which can increase their normal abilities, such as sport abilities.
Genre
The genre of this advert is sports themed. This will be conveyed through different advertisements consisting of different sport-related elements. For example, the video advert will be filmed on a football field, in which there is a football player who misses a penalty. After drinking Phizzwizzard the football player gains the ability to successfully score the penalty. Thus, this drink is also seen as an energy drink. As well as this, the background of the billboard will have some sort of sports court. In addition to this, the one of the requirements of the client brief is to have a retro theme. This will be reflected within the video advert by there being a flashback in which the football player misses the goal. This will also be incorporated into the advertisements through the colours and fonts used; as well as the emphasis of the can which appeals to a more retro audience who mostly had cans when they were young. This retro genre is also reflected through the various different social media platforms it utilises. For example, Facebook targets a more retro audience of 30 somethings, which is the audience the client brief states we must target.
Magazine advert and Billboard
Camera: A camera will be needed so that the the photographer can capture shots that will be used in the magazine advert, and the billboard.
Adobe photoshop: Adobe photoshop is a highly advanced image-editing software. It is needed so that the editor can produce and edit the magazine advertisement, and the billboard. It will enhance the attractiveness of the advert by allowing the editor to edit and colour correct the images.
Computer: A computer will be needed to create the magazine advertisement, and the billboard. This is because one can access photoshop and edit the advertisements on a computer.
Props: Any props in the magazine advertisement will be needed. This is because props are commonly used to convey the time and place in which the narrative is set, and can also make a scene feel more authentic. For example, the can of Phizzwizzard will be needed as this is what we are advertising.
One of these competitors is Coco cola. This is the main competitor, as it is the most popular and most bought drink in the UK. They take their brand to the top level with their different advertising techniques. For example, Coco Cola's Share a Coke campaign remains consistent across the various media forms it utilises. This means that despite the different forms of advertising, Coco Cola is always able to reinforce the identity of their brand, and create brand awareness. This is because every form of advertising they use illustrates their logo, which states the name of the brand. This is in Coco Cola iconic font, as well as any other writing they include. In addition to this, the same colour scheme is always used. These colours are red and white. Our drink does not have this brand identity and popularity, which can have a negative impact on the brand and its awareness. However, we can solve this problem by making our advertising campaign visually appealing and consistent across the different platforms.
Another competitor is Fanta. Fanta has also been successful in reinforcing their brand identity and creating brand awareness. In every form of advertising they produce, the Fanta logo is always the same. The logo states the name of the brand, and is always in the same font. It is in the shape of an orange because orange was originally the first flavour that they bought out. However, as Fanta has evolved as a company, it now comes in a variety of different flavours, one of which is strawberry. Strawberry is arguably a rare flavour for a fizzy drink, and so fills this gap in the market. This puts Phizzwizzard at a disadvantage, because it only comes in one flavour, strawberry laces. This is an acquired taste, which means not everybody will like it. However, we can overcome this problem in the future by, as our drink becomes more successful, we can start to bring out new flavours.
Research into advert conventions
Billboard and magazine advert
The logo of the drink, which states the name of the brand, Phizzwizzard, will be large and placed at the top of the Billboard and magazine advertisement. It will also be placed on the can of the drink. This means that it will be recognisable and ensures that one will almost instantly associate the drink with the advertisements they have seen for it. This is similar to the Coco Cola billboards and magazine advertisements, in which they to place the logo of the brand both at the top and on the can of the drink, to ensure that audiences know what their product visually looks like. The magazine advert will contain a main image of 2 Phizzwizzard cans clashing together, producing a red splash, which reflects the strawberry lace flavour and colour of the liquid. This is to reinforce the idea that Phizzwizzard is something that can be shared by a group of people and something to be enjoyed together. It also means that one can visually identify what Phizzwizzard looks like, so it is easily recognisable in the stores it is sold in. The billboard will include a main image of the can of the drink. It will be placed in front of a sports court, to reflect the genre of the advertising campaign, which is sports theme. It will also include an image of a strawberry to reflect the flavour of the drink. This is like the Coco Cola magazine adverts and billboards, as they to almost always include various images of their product. The colour scheme is mainly red, pink, and white. This is consistent throughout the different advertisements on different platforms so that each can easily be visually associated with each other. These colours are bright to ensure these it captures the attention of the audience, who will feel inclined to purchase the product. It also reflects the flavour of the drink, which is strawberry laces. This is similar to Coco Cola, as they to use the colour scheme of red and white across all the platforms they utilise. It will include the slogan of our advertising campaign, ‘Energy to the extreme’, as it reveals the main purpose of the drink, an energy drink. This is consistent across the different forms of advertisements. It will state the price of the can which means that audiences are prepared as to how much money they are expected to spend on the drink. As in this case the drink is arguably affordable, 50p, it can also be seen as promoting the product, as it is a lot cheaper than those in competition. It will include the logo for Carter Soft Drinks, which means that consumers can look out for any other drinks they produce in the future. It will also include the different social media platforms for the brand which to promote the product.
Video advert
The beginning of the video advert will consist of the logo for Carter Soft Drinks. It will include a close up on the phizzwizzard can, in order to clearly reinforce what we are advertising. The idea that the can will have a special effect, such as a sparkle, will emphasise this. This is similar the Coca Cola advert in which they often do close-ups of their product. As well as the logo being placed on the can wrapper, it will also be included at the end of the video. This reinforces brand identity and increases brand awareness. In addition to this, a voiceover of the slogan, ‘Energy to the extreme’, will be said at the end in the same shot as the logo, which is one of the aspects that will link it to the other advertisements on different platforms. This is similar to the Coco Cola share a coke campaign in which ‘share a coke is featured on almost every advertisement’. This is to differentiate this campaign to the many other campaigns they have previously produced. It will include different music that reflects the nature of the scene. For example, when the football player misses the goal there will be somber music, and when the football player scores, it will play ‘Three lions’. This also reflects the sports theme genre of our advertising campaign. There will also be cheering in the background to reflect the idea that phizzwizzard produces a positive reaction. This is similar to Coco-Cola video adverts in which there is always music that reflects the nature of the advert. For example, the video adverts for their share a coke campaign includes upbeat music, because it wants us to infer from it that coco cola is a drink that will bring one happiness and joy.
Magazine advert
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2nd Shot- Film the player missing the penalty. (wide shot)
3rd Shot- film the football player sad, upset and angry as he missed a shot. (wide-angle shot)
4th Shot- The football player looks at the drink wondering if this drink is going to give him powers. (close up)
5th Shot- Close-up of the drink. (zooming into the drink)
6th Shot- Close up of the football player opening the can and drinking.
7th Shot- Gets ready to take the penalty again. (medium shot)
8th Shot- Takes the penalty and scores. (panning long shot)
9th Shot- The football player is now happy that he finally scores the goal. (close-up of the Football player)
10th shot- Individuals in the crowd are happy he scored the penalty (close up)
Risk assessment
RISK | LEVEL OF RISK | CONSEQUENCE | SOLOUTION |
COVID | High | Those on set become infected | People on set take COVID tests regularly to ensure they are negative. |
Tripping over wires | Medium | People could get hurt. | Keep the location tidy and equipment that is at risk of harming someone out of sight to ensure that no one is injured. |
Extreme weather | Medium | Those on set could slip. As well as this, the equipment could get damaged. This means that the shoot would have to be re-scheduled for a later date. | Check the weather forecast to ensure that there is no snow and rain. Waterproof equipment may be needed if it begins to snow or rain. |
Filming people without their permission | Medium | People not involved in the project may be in the background of shots. As they have not given their informed consent, the company could face a lawsuit. | Pick a location that is not busy and do it in a quiet hour where it will not be overcrowded. |
Location reccee
Tasks | Contingencies | People | Milestones | Deadlines | June 1st | June 2nd | June 3rd | June 4th | June 5th | June 6th | June 7th | June 8th | June 9th | June 10th | June 11th | June 12th | June 13th | June 14th |
Discuss the client brief. | Create a digital copy which can be sent to everyone in the team. | Raf, Theoni, Sasha and Katie | 1 Day | |||||||||||||||
Plan how these advertisements are going to be made/ who makes them. | Set up a meeting over video call so those who can not make It can join or the meeting be recorded to watch back on. | Raf, Theoni, Sasha and Katie | 1 Day | |||||||||||||||
Create a plan about how they are going to carry out the pre-production documents. | Create a digital copy that can be sent to everyone in the team. | Raf, Theoni, Sasha and Katie | 2 Days | |||||||||||||||
Create the pre-production documents. | Allow enough days for these documents to be completed. | Raf, Theoni, Sasha and Katie | 4 Days | |||||||||||||||
Create storyboard | Allows enough time for this storyboard to be completed and send it via email in case they lose it and ensure everyone has a copy. | Raf, Theoni, Sasha and Katie | 2 Days | |||||||||||||||
Create shot list | Allow enough time to be completed and create a digital copy | Raf, Theoni, Sasha and Katie | 2 Days | |||||||||||||||
Complete the forms | Allow enough time to be completed and a digital copy. | Raf, Theoni, Sasha and Katie | 2 Days | |||||||||||||||
Film the advert | Ensure there is backup equipment such as multiple cameras and camera stands. | Raf, Theoni, Sasha and Katie | 4 Days | |||||||||||||||
Edit the advertisement | Research multiple editing software and ensure the software can be accessed on our laptops if the school computers are not working. | Raf, Theoni, Sasha and Katie | 2 Days | |||||||||||||||
Gather feedback on the advert. | Gather feedback from multiple individuals to ensure there is enough audience feedback. | Raf, Theoni, Sasha and Katie | 2 Days |
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