6 - Planning the adverts

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

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

(P2 P3 Both group tasks done with Benji and Harrison)

Below are the different documents which I have used before and during my project. All of these documents together have allowed for great organisation and efficiency, allowing us to complete the project by our deadline.

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

The project plan was created to give us a schedule to follow. This was useful as it allowed us to stay on top of our tasks and work to be completed by our set interim deadlines.

Mood board

This mood board was used as inspiration for our billboard, magazine and promotional video. This allowed us to brainstorm and come up with different features to be incorporated such as the colour scheme and mise-en-scene.

Gantt chart

We used a Gantt Chart to allow us to schedule our project. This helped us assess how long our project will take and how long each task should take us. We constructed a production of activities which we followed to meet our brief.

Model Release form

The model release form had to be created to show the actor being used had been giving permission from their parent. This allows for us to follow legal obligations.

Location Release form

The location release form had to be created to show the owner of the home we shot in had given us permission to use the location.  This also allowed for us to follow legal obligations.

Storyboard

The story board was constructed to give us a plan for filming our video. It listed the types of movement, cuts, edit, dialogue and length of shot for each shot recorded. This made it easier for us to know what to shoot for each scene.

Visualisation diagrams

Billboard

Magazine

The visualisation diagrams were used to plan both our billboard and magazine. This was useful as it allowed us to have a plan to follow for both promotional forms when designing them on photoshop. The plans were clear and allowed us to work effectively.

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*


The script was used and follow while we were acting for our promotional video. This expresses the actors dialogue, actions and movement as well as the narration.


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

I will be advertising the new Carter soft drink using a variety of different forms. These forms include Video, Billboard, Magazine and Social media. The client brief stated they wished for Video, Billboard and Magazine ads so I have made sure to include these suitable promotional forms. As well as this, I have chosen to also use social media to advertise this new soft drink. This will allow us to attract more customers and will also cater to the younger 13-18 demographic due to this demographic being large users of social media. Below I will be discussing each form and why it is suitable to be used to advertise the soft drink for Carter.

Video

A video was a very effective form of advertising as it includes both visual and audio aspects, making it have more of an all-round effect on the viewer. This form appeals to both target audiences which is vital as it allows Carters to reach out to all of there customers through one promotional form. Video adverts are viewed by many people due to millions of people watching television as well as shares and the ability to view the video on different media platforms. Advertising the video on TV as well as social media allows for each targeted demographic to be able to view the advert on the platform they use more e.g. 13-18s on social media and 30s on TV. As well as these forms, YouTube is an extremely popular platform where this video can be shared. YouTube is used bu a variety of different demographics due to it hosting a range of content and genres. This form allows for us to express the most amount if creativity and show our personalities, allowing us to cater for the audience on a much more personal level. This is one reason the story behind our video is a man coming home from work frustrated into his house, trying to relax. This is a very relatable story as majority of adults in their 30s work and just like in our video, get extremely exhausted. The second part of our video however targets our younger audience due to the main character being a 14 year old boy, on his way to a party. This is also relatable for the younger audience and overall will share the message to our audience that the drink will boost your morale instantly 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. We will follow the client brief within our video as we plan to use our red colour scheme to meet the aspect of showing the red of the drink mentioned in the brief. As well as this, we will target both of our demographics mentioned in the brief through our two main characters.

Billboard

A billboard is an advertisement form which entails showing a large image on a billboard in a populated area of a town. This is used to attract the attention of people who are walking/driving past the billboard. This is suitable for targeting both target audience demographics as this can be seen by anyone. Billboards are especially popular on busy roads where they will be seen by hundreds of thousands of people daily, in such as busy city like London. Drivers, passengers and pedestrians are all able to see these billboards which will attract customers to the business. This is a traditional, above-the-line advertisement form. In London, this method of advertisement is especially effective due to the millions of people travelling around the cities at all times. Billboards can be spotted while travelling in a car, on a bus and even at each underground tube station which many people within their 30s use daily to get to work. Many children ages 13-18 also travel to and back from school using the bus and car, allowing them to also spot these billboards. This billboard will be especially easy to spot due to the bright colour scheme and bold logo. The average person spends 6 seconds looking at a billboard while driving past it so our branding must be clear. This advertisement form will lead to an increase in sales as the drink will stick in people heads meaning when they see it on shop shelves, they will be more tempted to buy it, making sales more likely. We will follow our client brief within our billboard as we plan to included the social media links mentioned in the brief as well as follow the colour scheme which had been mentioned in the brief as the "red liquid".

Magazine

We have decided that a magazine advert will be a very suitable form to be using in order to attract sales of the new product. Magazines include high quality images meaning our advert will look much better on the eye, making the colour scheme look even more appealing. This will make readers want to purchase our drink due to how refreshing it appears on the page. This form of advertisement appeals to the 30s demographic rather than the younger demographic due to this demographic being much more mature audience. People within the 13-18 demographic do also read magazines however the magazines which they read are extremely different than that of the older demographic. Magazines which would be most effective for this drink to be featured in would be cooking, music, car, gossip and even children magazines to also cater for the younger demographic. This is because people who read these 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 should advertise their product in so a lot of research into this must be done before a decision is made. We will follow the client brief within our magazine ad as we are planing to include the social media links, red colour scheme and targeted both demographics with the 50/50 black and white, similarly to our billboard.

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. 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. Snapchat and Instagram are mainly used by the younger demographic while social media such as Facebook is still used by adults in their 30s. This way, by using all social media platforms, Carter can reach out to both target audiences, making this another versatile advertisement form. Social media will allow for Carter to better their brand image and increase their brand awareness, making their target audience more likely to purchase the new drink in a store when they are selecting a beverage. This will allow Carter to increase their sales, creating more revenue which they can use to re-invest in other, more expensive advertisement forms, attracting even more customers. We will meet the client brief as our social media will appeal to the the younger demographic we have targetted.

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

The first legal issue we face is to do with our 14 year old model. As he is under 18, he must have permission from his parent to take part in our advert and we must have permission to record him. For this reason we must print off a child release form 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, especially as we plan to have the model topless in a bath. If this document is not signed, we could face penalties such as cash fines which will waste costs and give us a poor reputation.

As well as this being a legal issue, this young model may face ethical issues. This is because we are using a topless minor in our video which can be seen as too revealing for such a young child. We are exposing a 14 year olds body which some people may find disturbing. To overcome this ethical barrier, we will make sure to blur out any inappropriate features as well as make sure not to use any sexual references with this child that may cause controversy. For this reason we will make sure to only expose his top half as this is perfectly natural and causes no problems, only making the scene more realistic.

Another legal issue we face is the copyright law. This prevents us from using other companies content as out own within this campaign. We must make sure not to use other businesses content because they can report us for this, forcing us to pay a copyright infringement penalty. This once again will waste our costs which will bite into our budget. This can also cause our campaign to be discontinued, leaving us with a big loss of finance. To avoid this, we will make sure all content that we use is our own and all music used we have been given permission for.

The drink which we are promoting is an unhealthy soft drink as it is a form of soda. This is an ethical issue are we are promoting this product to be bought by our target audience even though it is not great for them due to the high amounts of sugar used during the production. This drink can therefore lead to health problems if not consumed as part of a balanced diet. The promotion must therefore not be misleading and give away false information as this will only lead to a bad reputation as well as cause health issues for our customers. To overcome this, Carter should list how much sugar is included clearly as well as maybe even cut down on sugar if possible, making the drink less sugary and more natural. Sugar tax is another positive for this problem as it makes drinks less affordable meaning the target audience will not purchase a can often.

A final legal issue we will be looking at is the availability of the location. The location we are using is a house so we must make sure that the owners of the house have allowed us to film here and have completed a location release form, granting us permission to record in their property. This is because the people who own the house must allow us to film on their grounds otherwise we could be hit with many penalties. If we do not have permission, our campaign could be forced to be shutdown as we will be revealing the owners property against their will. This can also lead to fines which once again, raises costs leading to a lower profit margin.

The final ethical issue we need to make sure we follow is that our advertisement is 100% honest and truthful. 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. It is vital to express positive values through our advertisement so we will make sure that everything stated on the adverts are 100% factual. This will not lead to any confusion and will mean no customer will complain to us, giving us a poor image.

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