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
Both pass tasks were completed in a group with me, Ben, Solly, and Paige. The merit and distinction tasks were completed individually by me.
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
Concept and plan
The concept for the campaign will be to portray the drink as exciting and nostalgic to the two target audiences of teenagers and 30-year olds. The campaign will have a retro, 90s aesthetic, which will entice the target audience to purchase the drink as it is nostalgic and aesthetically pleasing to them. The advertisements will show a life without PhizzWizzard, which will be portrayed as dull and boring. However, when PhizzWizzard is brought in, it will be bright in colour, representing the happiness and confidence individuals will feel after consuming it.
The moodboard above shows the aesthetic of PhizzWizzard. It includes neon signs and a colourful brand identity.
Objectives/aim of the campaign
The overall objective of our advertising campaign is to introduce a new fizzy drink for both primary and secondary audiences to drink and not only enjoy the taste, but to enjoy the look of the drink visually too. This will be done through the colourful wrap on the can that has a retro look which will draw in the target audience being 30-somethings but also will attract the other target audience being aged 13-18.
In addition to this, our aim is to promote the drink mainly through our video advert that consists of the drink essentially bringing a splash of colour into your life.
Video advert
The video advert will start showing someone bored and lifeless in a bland cafe. He will be bored and not know what to order. With slow music and muted colours, viewers will feel sympathy for him and his despair. They will identify with him as everyone can relate to not feeling fulfilled all the time. However, he sees a new thing on the menu - PhizzWizzard. As soon as he takes a sip, he will be transported to a place with a retro aesthetic. His plain clothes will turn into bright, colourful clothing. With upbeat, 90s music, viewers will see him being much happier as soon as he drinks PhizzWizzard. They will feel like if they too consume the drink, they will be as happy as he is shown to be.
Billboard and Magazine
The billboard and magazine advert will show the drink spilling/exploding around the page. The place where it has spilt will be bright and colourful, contrasting to the background which is black and white. This brings all attention to the drink, conveying the idea that PhizzWizzard immediately brightens up your life, and brings happiness to anyone who drinks it.
The main difference between the two adverts is that the billboard will be landscape, and the magazine advert will be portrait. This is to conform to the different platforms conventions.
To keep consistency and a brand identity, the colour scheme will match the video advert, which will be red and magenta tones to match the colours of the PhizzWizzard packaging, and the drink itself.
Social media
Although we won't make it, we could produce a social media advert. The social media platform of choice would be TikTok. This is because TikTok has the been the fastest growing platform, and has a mass audience with a range of demographics. As the brief states they 'hope the campaign will go viral', this platform will be the most suitable.
We will aim to create a video trend where users show before and after they drink PhizzWizzard. Before will be in black and white, and after will be in colour with bright clothing. As this is an easy trend to do, many people will likely take part, spreading awareness of the drink and the positive feelings it brings upon consumers.
Target audience
PhizzWizzard is aimed at an audience of 30 year old as well as teenagers . This means that we are targeting and advertising to a wide spectrum of 13-30 year olds in general. We chose to target this age demographic because it brings back nostalgia as it has the retro 90s aesthetic. We also aimed our drink at teenagers as they will be attracted to the uniqueness and boldness of the brands house style. Another reason we aimed our drink at this teenage age group is because they use social media as much as any other age demographic so they will be able to see our social media adverts and would want to buy and try the drink. Our idea is that the strawberry laces fizzy drink would provide the target audience with the energy and excitement they need brighten up their day. We will be targeting this audience through the location and colour schemes. PhizzWizzard would be suitable for all genders as the company would look to include everyone and would target a mass audience. PhizzWizzard is also extremely inclusive and will be available to all races and ethnicities as our drink is suitable for everyone , to show for this we will have a range of ethnicities in our advert. Our drink will also be available to all classes as it will be affordable to upper, middle and lower classes. The cost of the drink being 99p will give everyone an opportunity to try it no matter how much money they have.
Resources
Magazine
Camera: To take photos on for the magazine
Photoshop: To edit the photos on
Computer: To access photoshop on and edit
Props: Any props needed for the photoshoot for the magazine
Billboard
Paper: This is needed for the visualisation diagram of the billboard
Pencil: To draw the visualisation diagram
Photoshop: This is used to edit the billboard on
Camera: To take photos on that will be on the billboard
Advert
Camera: A camera is needed to record the footage needed for the video advert
Props: There will need to be the fizzy drink in hand as the advert is based around the drink itself
Costumes: The actors must wear a costume that fits with the storyline of the advert and the theme of it. Since we are going for a retro/90s style advert, the actors will need to be in bright/patterned clothing as this is what was worn in the 90s.
Computer: The laptop will be used to edit the video and add in effects, music and more.
Editing software (e.g. final cut pro: To edit
Tripod: To put the camera on and keep it steady whilst shooting
Personnel
Director: The director supports the crew in completing the project and ensures that everyone is carrying out their responsibilities effectively.
Graphic designer: Graphic designers create visual concepts to show information , these range from billboard and posters.
Scriptwriter: Script writers prepare and write the dialogue between characters
Editor: An editor would work on the project near the end and would fix it and finalise it , to make it look smooth and professional
Set designer: A set designer will make the set look like a specific location by using props and other things to make the story more believable
Producer: The producer makes sure everything runs smoothly and is responsible for the launch of the project.
Social media manager: The social media manager is responsible for having a big online presence such as organising collaborations and marketing
Genre
We have chosen sci-fi as it expresses our creativity in a innovative and imaginative way due to the endless possibilities sci fi has to offer. Sci fi allows us to take the viewer to an alternative reality in a world of happiness and joy created from drinking fizz wizard, therefor persuading them to buy a drink and lifting up there day. Sci fi is a use of escapism as it distracts the audience from unpleasant realities as it extrapolates elements of the modern world and develops it with a more entertaining and fantasy version. We also chose comedy as it helps relax the viewer with humour that can draw in the viewer and make the adverts more memorable so that they are more likely to buy the product as they unconsciously have happy connotations to fizzy wizard in their head. Comedy can create an emotional connection between the consumer and the company, therefore this make the adverts message to drink fizzy wizard more meaningful, also comedy can make an advert feel less like a sales pitch to make you buy their product so they can make money and more like they are being entertained and this will reduce the chances of the consumer to have a natural resistance to the sales process.
Production schedule
M2 (U20): Justify the choice of planned components by targeted media sector
Video advert
The client, Carter Soft Drinks require a video advert for their product. My company, SBSP will create one to meet their requirement.
This platform is especially useful for advertising and it targets a mass audience which can be targeted to the campaign. Producing a video advert will allow us to clearly portray the message of the brand that the target audience will feel after consuming; this is because it showcases a clear change when the actor drinks PhizzWizzard, and he is immediately full of joy. The elements within a video advert allow for user engagement, such as sound and visual effects. This reinforces the ability to portray a clear message.
The video advert targets a retro audience, showcasing a 90s aesthetic. As the advert is set first in a dull cafe, with a man looking sad and bored, viewers can identify with him and relate to his struggles. Then, after he tries the PhizzWizzard drink, he is teleported to a bright and exciting place, where he is shown to be happy. This is reinforced as he starts dancing around, and has brighter clothes on. As a result, viewers feel if they too drink PhizzWizzard, they will match his level of excitement and his feelings of nostalgia. Retro 90s music will be playing, reinforcing these emotions. The vibrant colours, with a pink/red/purple colour scheme demonstrate the brands identity and house colours, as the brief states the drink will be 'red in colour'. Similarly, as it 'tastes like strawberry laces', the man in the video will be eating strawberry laces to display the taste of the drink. At the end of the advert, the slogan 'Brings you back' will be featured; this reinforces a brand identity and the message of the video, which is that the drink brings a feeling of nostalgia.
The older target audience of 30 year olds are targeted as the video has retro conventions, such as 90s music and fashion. However, the younger target audience of teenagers are also targeted due to the fact that they can identify with the character, and feel the same emotions as him by purchasing the drink.
Whilst the older demographic are more likely to have free time and watch TV, snippets from the advert can be posted on social media, targeting the younger audience as well. As a result, brand awareness is increased, resulting in more sales of the product.
Billboard
The client, Carter Soft Drinks require a billboard for their product. My company, SBSP will create one to meet their requirement.
Billboard adverts are a form of above-the-line advertising. This is a form of advertising that is shown to a mass audience. It will be an appropriate form of advertising for this campaign as it reinforces a brand identity. These are popular platforms within the advertising industry as they keep up a brand awareness. This is because people can see the billboard whilst going about on their usual activities. This reminds them of the brand, and creates a strong brand identity.
My company have decided that the billboards will be best placed in cities, such as in Central London. This is because it will be seen by many people from different backgrounds, reinforcing our wide target audience of different genders, ethnicities, and races.
The billboard will clearly display the cheap price of 99p. This is to highlight the affordability of the drink. It will show the drink exploding out of the can in bright colours against the black and white background. This makes the drink and its contents seem magical, reinforcing the brand identity and being cohesive with the video advert, where the drink transports its consumers to a place of bright colours. Retro objects will be shown coming out of the drink (such as cd players, vinyls, lava lamps) as well as strawberries and strawberry laces to show the flavour of the drink.
To create higher levels of brand awareness a cross-platform campaign, the billboard will share links to the website and social media accounts for the drink. This targets the younger demographic, and encourages individuals to interact with the brand.
Magazine advert
The client, Carter Soft Drinks require a magazine advert for their product. My company, SBSP will create one to meet their requirement.
Magazine adverts are also an example of above-the-line advertising as it is displayed to a mass audience. The reason we decided to make a magazine advert is because they directly attract the target audience. This is because advertisers can place ads for their niche product in a magazine that is for people with similar interests. They also target a mass audience as magazines are an item that people can own and share with others. Thus, if someone in the target audience purchases the magazine and sees the PhizzWizzard ad, they can share it with others in the target audience, creating a mass audience that are attracted to the prodict.
Although it was considered to place print ads in only food-based magazines, we came to the decision that the advertisements for this product would be in magazines that cover a range of bases, such as Elle or Cosmopolitan. This is because we want a wide range of audiences to learn about the brand and the product. The product does not just target food-lovers, but a mass audience that can incorporate consuming this product into their regular lifestyle.
The magazine advert is almost the same as the billboard, just vertical instead of horizontal. This is to fit magazine advert conventions. It still has the price of the drink, as well as social media links and the website for the product. This creates an easily recognisable brand identity.
Social media advert
Another component we could use to promote the product is social media. Although we won't create it, we decided using social media would be a useful platform to promote the product. The platform of choice SBSP decided to use was TikTok; this is because it has been the fastest growing platform with a mass audience and range of demographics. As the brief states they 'hope the campaign will go viral', this platform will be the most suitable.
We would create a video trend where users show the before and after they drink PhizzWizzard; before will be and black and white, and after, it will be in colour and they wear bright clothing. This trend is easy to do, and means the younger target audience can take part, and their friends and followers will see it, creating brand awareness among the target audience.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
Legal
One legal issue that may effect this campaign is copyright. They Copyright, Designs, and Patents Act 1988 gives the author or creator protection of their original work, ensuring no one else can copy, adapt, communicate, lend, or sell copies of their work. This could affect our campaign as if we were to use someone else's work (for example, music in the background of the video advert), they may take legal action and sue our company. This would mean we loose a lot of money as our company would have invested a lot in the production of the advert. To ensure this does not happen, we will create our own unique music to feature in our advert. Furthermore, if we decide we want to use an existing song, we will get permission from the artist before using it in our campaign.
Another legal issue that may effect this campaign is getting permission to film in certain locations. As our video advert will film in two cafes, it is a legal requirement to get permission to record in these premises as they are private property. This could effect our campaign as if we start filming somewhere without permission, we may get kicked out and as a result, have no where to film the advert. In order to ensure this doesn't happen, we must get location release forms before filming anywhere. We have also planned a contingency location to film in just in case we do not get permission to film in the location we originally wanted.
Another legal issue that could effect this campaign is defamation. The defamation law means false statements, or any statement being published that may affect someones reputation is not prohibited. Essentially, nothing included in our campaign can damage someone else's reputation. If this does happen, we may receive a poor reputation, and other brand's will not want to work with us because we damaged other's reputation. To ensure this does not happen in our campaign, we must make sure that all information published reflects only the product we are promoting, and no other products are being put down in the process.
The Consumer Protection from Unfair Trading Regulations means advertisers cannot mislead consumers by including false or deceptive messages. This could affect our campaign as if parts are campaign are seen as misleading, such as the slogan, it could be pulled by the Advertising Standards Authority (ASA). As a result, we will need to redo the campaign, which will waste a lot of money and our worker's times. Additionally, it will run over the client's deadline, resulting in a negative reputation. To ensure this does not happen and effect our campaign, we will create a clear campaign that intrigues the target audience to the product, but does not provide them with false information.
Ethical
One ethical issue that may effect our campaign is representation. Representation in the media is how different texts deal with and present gender, age, ethnicity, and other factors affecting identity. Within the media, there are a range of stereotypes displaying minorities negatively. Therefore, our campaign must subvert these stereotypes, and make it clear the campaign advertising the product is for everyone, and no one is excluded. If we do not to do so, a range of people may feel offended and not consume the product as a result. Furthermore, our video advert relies on the target audience to identify with the character featured, so we must ensure the represent a wide audience as such.
Another ethical issue that could effect our campaign is damage to the environment. In a modern society, we are very aware and knowledgable about the harm technology causes to the environment, so our campaign should not contribute to this. To ensure we do not, we must research how we can avoid this, and do our best to produce the campaign in a safe manner. If we don't do so, not only will it effect the environment, but will effect our public image. As a new product, we want to have a very positive reputation, focusing around the uniqueness of our product, not damage we may cause, making the target audience want to avoid purchasing the product.
Another ethical issue that we may face would be promoting an unhealthy drink to a mass audience, without clearly displaying the side effects. Sugary drinks may lead to weight gain/obesity, type 2 diabetes, and a range of heart/kidney diseases. Although it is most likely not harmful to have it in a balanced diet, over consumption should not be promoted, even if it leads to more sales. Furthermore, consumers may not feel comfortable buying the product if they are not aware of the damage it could cause from drinking a lot. To ensure this does not happen, we must make it clear that this drink shouldn't be drunk in excess and clearly note what happens if people do so.
One last ethical issue that we may face in the creation of this campaign is the mistreatment of workers. There will be a range of personnel working hard, such as editors, directors, and producers. It is important to give workers breaks throughout the day, and ensure they are treated fairly, with respect. If this is not done, workers may feel unmotivated and offended, thus not being able to collaborate together to create the best campaign possible for the client. To ensure this doesn't happen, we will distribute the workload fairly, and make sure everyone isn't overworking to the point that they will get burnt out.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
Visualisation diagrams
These are the visualisation diagrams for the magazine ad (top) and billboard ad (bottom). The billboard one is horizontal and the magazine one is vertical; this is to fit industry standards. The drink is in the corner, with red liquid exploding out. In the liquid, there is retro items, such as a vinyl, a lava lamp, headphones, a CD player. There are also strawberries and strawberry laces to reflect the flavour. There are social media links and the website in the top corner, as well as the slogan in the same font as the logo for the drink, reinforcing a brand identity.
Upon reflection, we decided we should add the Carter Soft Drinks logo in a corner to clearly display the client's company.
Storyboard
Pre-production schedule
Risk assessment
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Research into competitors
As PhizzWizzard is a fizzy drink, there are many competitors in the fizzy drink market. Lots of the competitors have been successful and are some of the biggest brands in the world as well as being massive drink companies. PhizzWizzard would need to be like these brands but become even better to reach the top level.
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Research into advert conventions
Magazine
The name of the drink will be on the can which will be Phizzwizzard as this is the name of our drink and so people remember Phizzwizard when they see the drink and so people know that the tasty drink is Phizzwizzard and Coco cola do not have the name of their drink on the front of their bottles in their advert and instead put coke in their title as coke as its so well known that everyone recognises that their bottle is Coke Cola. We will use a dark grey backgrounds to make our Phizzwizard can stand out and we use bright and exuberant colours in our can with an easily recognisable font that is unique. Our advert will be in bright colours such as red and pink as a metaphor to show how the drink is full of joy and love and Coca Cola usually use a red background as it compliments the picture of the coke drink. We will use a slogan 'takes you back' in a bold font and we will use this slogan as this is our brand message that drinking fizzwizard will take you back to the good old days around d the 90's era and this message is consistent across all three advertisement platforms we are using so emphasise how happy the drink makes you feel as it 'takes you back' to your older nostalgic memories and this is targeted to around 30 year olds are wanted by the brief as 30 year olds will have good nostalgic memories of the 90's as they wont have been to young or to old. Another convention we will use in our magazine is a price and barcode and this is to let people know the price of our product so they aren’t surprised about the price when buying our product and Coke didn’t use one in this magazine advert.The barcode will be at the bottom of the magazine as the reader can scan the barcode to identify our product. We will also put a qr code on the magazine so the reader can scan it and they will get directed straight to our website so they can buy some Phizzwizzard drinks. Lastly we will use a 90’s themed cover image to entice and intrigue the reader to make them want to read more and to emphasise our brand message. We will also use a model to drink the drink and they can use facial expressions to show the reader how tasty they think the drink is to persuade to reader to buy and drink one and coke cola use special affects to make the coke can look refreshing such as the water bubbles the make the bottle look ice cold and refreshing.
TV Advert
A camera convention we will use in our tv advert is zooming into the Phizzwizzard drink so that’s the only thing the viewer sees and this will make the advert and the image of the drunk more memorable and Coca Cola zoom into their drink so that’s the main thing the viewer sees and so they are intrigued. We will also use special affects to make the room look boring and dull and then switch to happy and colourful 90’s theme. This will emphasise how much of a difference the drink makes as it makes your day go from boring to happy to show the viewer that this is what will happen if they drink Phizzwizard. We will also use attractive visuals such as the mise en scene and the model to draw in the target audience and to emphasise how tasty the drink is as the model will be drinking the drink and Coke Cola use a model that uses facial expressions to show how happy the drink makes him and how refreshing the drink is, also he laughs to show the joy he gets from one sip of the drink. We will also include our slogan as it will highlight our brand message and it will be consistent across all 3 campaign advertisements and it will be memorable as it will be catchy so the viewers can say it and it will connote our brand as it will be instantly recognisable and stick in the viewers mind and Coke use a slogan at the end of their tv adverts. We will also include upbeat 90’s music for when the model drinks the drink to show how he’s getting taken back and how happy the drink makes him and coke do the same this. We will also get a voice over to say our slogan so people remember it and if we say it in a captivating voice than this will unconsciously make the watcher more intrigued to drink Phizzwizard. We will also have a close up of the when he drinks the drink with a happy surprised face to emphasise how tasty the drink is and how it instantly makes you feel happy.
Billboards
The logo of our brand (phizzwizard) will be at the top and it will be very large and easy to read font that stands out and easy recognisable of the product and Sunkist have their logo in big letters in their billboard and it stands out and it’s easy to read so when drivers are drink past and only have a glimpse of the billboard it’s easily recognisable and memorable. Our slogan will be on the billboard to highlight our brand image and message and tells the customer what we stand for and Sunkist have a slogan More Sun More Fun which is a double alliteration and memorable and simple and me will use a simple slogan as well ‘Takes You Back’.The billboard will also have a direct address of the Phizzwizzard company so these can ask any questions about the drink such as health issues that could occur from drinking too many Phizzwizzards and dietary requirements and also if another product wants to collaborate with Phizzwizzard they will contact us and Sunkist do not include this in their billboard so we saw some room for improvement and included it in ours and seeing as most other billboards do not include this, this can be seen as a USP. We will include the Phizzwizzard logo and we will also include pictures of our magazine in a small image and our social media accounts so the audience know where else they can find our content to gain a deeper understanding and too see any new collaborations we will do or any new designs or flavour of Phizzwizzard we bring out and Sunkist also do not include this. We will also include a subheading to include any further information such as the different flavours we have. We will use a consistent colour scheme that exaggerates how vibrant the drink is and how it will positively affect you if you drink it and Sunkist use bright colours such as orange, white and purple and these colours stand out and look it makes the drink look refreshing.
Treatment
Name and Contact information
Paige Roth- 22PRoth@jcoss.barnet.sch.uk
Sammy Bentwood - 22SB@jcoss.barnet.sch.uk
Ben Conway- 22BC@jcoss.barnet.sch.uk
Solly Bradley- 22SB@jcoss.barnet.sch.uk
Summary of the story
The video advert will start with the actor sitting in a plain restaurant wearing a plain outfit, dull and looking bored- portraying life without PhizzWizzard. Soon after, a waiter gives the PhizzWizzard drink to the actor and they are then transported to a colourful and retro setting in which their outfit has changed into a colourful retro look. They become very happy and they then high five a waiter who looks very confused as to why the actor is filled with joy. It is portraying how PhizzWizzard has changed the actor's life and how confident and elated they feel after consuming the strawberry lace drink.
Locations
The location of our video advert will be at the school cafe for the first scene, and then God's Own Junkyard for the rest of the advert, and if we're not able to film there, then we will film in Angel Cafe in Cockfosters as a backup location as its local to school and easy to get to.
Key characters
The main character will be a teenage boy who is bored of everything until he tries PhizzWizzard and transforms into a confident and joyful new character.
Key themes and the tone
The key theme of our advert is retro. It also includes comedy as well. Our key theme is retro in order to appeal to the retro target audience and give them that nostalgic feeling when watching the video advert.
Costume ideas
The costume for the main actor in the first scene will be a plain outfit e.g. white or black top and black or other neutral coloured bottoms. In the scenes that come afterwards, the costume for the actor will consist of a bright retro look e.g. any neon colours. The other waiter in the advert will not be in bright clothing as they haven't had the effect of the PhizzWizzard drink. Therefore, they'll be dressed in a basic waiter outfit.
Key scenes
The key scene includes the actor being in a colourful and retro setting. They are overjoyed and high five a waiter who is confused on what is happening. This is the key scene as its shows audiences what happens when you drink PhizzWizzard and how it transports you to a retro and colourful place which will resonate with the retro audience a lot as it will be nostalgic for them.
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