Task 2- Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief (P2, P3, M2, D1)
Phizzwizzard strawberry drink- plans for media campaign:
AIMS AND OBJECTIVES:
The main aim and objective of Phizzwizzard's strawberry drink is for the marketing campaign to be extremely engaging and eye catching to ensure customers of the target audience purchase the product. The awareness of the campaign needs to be easily recognised by consumers. We will make sure the campaign is engaging by using lots of images, examples of the product and having bright colours that will stand out with the use of direct address in the text of the advertisements. Another aim is to promote the USP of the product, which is that the drink is naturally flavoured and sugar free.
TARGET AUDIENCE:
Carter Soft Drinks wants their product, Phizzwizzard aimed at a primary audience of a retro audience in their 30s and also want to appeal to a secondary young audience of 13-18 year olds. The main way we will be able to appeal to both of these audiences is through the retro style as the vibrant colours will stand out to the younger side with different shape and the retro style in general will stand out to the older side as the retro will bring them to their childhood.
The idea of only having cans helps towards the community, environment and will help recycle more as they are made out of aluminium which means they do not use any damaging chemicals whereas to produce plastic, fossil fuels are let out into the environment. This can lead to acid rain or air pollution for the environment. This will appeal to our audience as they are socially aware of their surroundings and environment, things that may affect them, especially the 30+ age group. Another key point that should appeal to both ages is the fact that the drink does not have any sugar in it and all flavourings are natural. This will be a large factor to both 13-18 year olds and 30+ year olds as they will be having a healthy, tasty drink and it will feel like a normal fizzy drink, however a lot healthier and can fit in any diet. These USP's discussed will be able to help reach a more mainstream audience of these ages in particular as strawberries are generally liked and they can have this flavour in a drink while being healthy.
A final way that the audience will be targeted is through the use of social media. This will be very effective as the age of our target audience is very socially aware and will all use social media to view a variety of content. Our primary audience of 30+ year olds will be more based on Facebook and Twitter which is very easy to publish on and to be recognised on and for our secondary we will post on Snapchat and Instagram which is heavily dominated by a young audience. All these social media platforms are easy to access and share and publish content on there, meaning the audience are able to view the advertisements and share content about the drink on there.
KEY MESSAGES AND PURPOSE:
The key message of the Phizzwizzard's strawberry drink is that the drink is completely sugar free and the flavourings are all natural meaning it is a beneficial, tasty drink. Having this USP gives it a large purpose to stand out from competition like Dr Pepper as they have a similar flavour drink with plenty of sugar and unnatural flavourings or colouring and is very unhealthy compared to Phizzwizzard. Also the retro style demonstrates a key message of the drink being a taste that brings back a sense of their childhood, especially as most drinks now are unnaturally flavoured and lots more sugar. The drink has a purpose to be a healthy drink, yet a trendy, tasty drink.
Another key message is that our drink is environmentally friendly due to only producing our product in cans and no plastic to do any damage to the environment. This also has a purpose to help increase recycling, as having cans are much easier to recycle than plastic due to there being lots of places to recycle metal.
CALL TO ACTION:
The call to action will want audiences to respond very positively and share to the media their love for their product. Also, we want their love for the product to be so strong that they will want to come back and keep purchasing the product. One way we will ensure this to happen is by the taste being perfect and having a slogan that is extremely short and catchy. This slogan will stick in the consumer's head for days, so whenever they hear it they can associate it with the product.
This slogan can be paired with the social media campaign also as we will have hashtags paired with the slogan. The hashtags will hopefully make the slogan a trend. This also allows consumers to be able to interact with the product as they can consume and share and hashtags or posts posted online. Having these paired together will ensure a wider audience for the product as social media can be accessed form anywhere.
MEDIA CHOICES:
BILLBOARD
A billboard would be a great way of advertising our product as it allows it to be shown to a very large audience with a variety of consumers. Billboards are usually placed above large roads that are usually busy like a motorway or just in trendy places e.g. a town square. This results in large amounts of people being able to see these at least once. Also, with our primary audience being 30+ they are more likely to pay attention to the billboard and want to look into what the product can offer. The billboard will need to be memorable for consumers with the bright colours, an example of the product and a slogan. The slogan will be catchy and easy to read. The billboard will also reflect the brand ethos due to the colours of the billboard e.g. red and green so the audience will instantly know what product the billboard is associated with.
WHY IS MY BILLBOARD GOOD?
The design of my billboard is very straightforward and catchy with a large image and slogan taking the majority of the billboard. The image also includes the product's USP, logo, brand, and product name. This allows plenty of information to be processed to consumers in such a small advertisement as the USP is clear and easy to see with details about product. The image is slightly to the right of the billboard, meaning there is more space for the details on the left to stand out. The background of the billboard will be a light red so the image of the product and the white text are different are able to stand out and be spotted easily.
SOCIAL MEDIA ADVERT
WHY IS MY SOCIAL MEDIA ADVERT GOOD?
My social media advert is an effective way of advertising as it appeals to both our target audiences and gets across all the needed facts consumers will need to know, like our USP and a clear example of the product. The advert is also very engaging with the similar house style of a red background and a can in the middle that is spinning this time just to entice the consumer. We also have small images of strawberries located on this advert so consumers are aware of the flavour .
MAGAZINE DOUBLE PAGE
WHY IS MY MAGAZINE DOUBLE PAGE GOOD?
The design of my magazine is very simple yet still engaging with a large image across two pages and displays all key messages that are needed for the audience e.g. our USP of no artificial colours and sugar free. This is also presented with our slogan. We present the idea of a strawberry flavour drink very well as we have little images of strawberries coming out the drink as it is implying what you will smell in real life.
VIDEO ADVERT
A video advert is usually the most memorable part of an advertising campaign, the advert that creates the most hype for the campaign and hype. This is the advert that consumers will begin to talk about when speaking about the campaign . The advert has to promote the product so that the audience will want to try it and also get all the key points across about the product so the audience is aware of what they are willing to have. The advert will usually be an ideal scene of when the drink will be a good time to have e.g. our drink will be perfect in summer with friends. The advert can also be funny or entertaining to grab an audiences attention depending on the brand's identity/ ethos. It is very important that the video will not offend or harm anyone and is suitable for the target audience. The advert can go on many platforms, including YouTube, social media and a TV spot advert. A TV spot may be the most expensive way of advertising the product yet will gain the largest audience base worldwide as it will make sure all audiences are targeted. Uploading on YouTube is free yet if you want it to appear as an ad you will have to pay. Social media also free to upload on, however a sponsored upload on here may be expensive to gain views. This all depends on the budget, bearing in mind the production for the advert may be expensive to buy locations actors, props etc.
SCHEDULING AND KEY DATES:
A key date for the release of Phizzwizzard's strawberry drink will definitely be at the beginning of summer as this is a time where people are out, feeling free and enjoying their selves with family and friends. This will be able to associate the drink with good times and sense of freedom as the drink is completely free from anything unhealthy. Also during this time both our target audiences are more than likely to be having a break for the summer, either time off work or school, universities etc. This means they will be enjoying the weather during the summer and Phizzwizards will be a perfect refreshing drink.
Summer starts this year in late June, meaning there has to be scheduling for advertising beforehand so we already have a large audience who are aware of the drink and are interested by it. The marketing must start early May so there is a large gap between when the drink is distributed and the advertising. Also this large gap allows details of the drink to be noticed by consumers and to be shared and spoken about online and physically. This gap will be able to create some excitement for the drink. The final push of marketing should be during early August as it is still during summer and this is peak time where people will be off enjoying their summer and a drink is needed.
RESOURCES AND PERSONNEL:
Software I will need includes Adobe premier, Adobe photoshop, Microsoft word, Microsoft PowerPoint and Microsoft Excel.
The software will mainly be used for the pre and post production part of the campaign as these apps will need to be used when thinking of ideas and any work plans for parts of the campaign. It allows us to properly plan the campaign and make sure there are no mistakes within it so it is completed to the highest degree. The adobe software will also be used for the production of the advertisements and extra images needed for posters or billboards etc.
Hardware I will need includes Mouse, PC, Monitor, Phones, Camera, Tripod, Lens, Printer and a Laptop.
This will be the most important equipment needed as without this none of the software can be accessed or even used. Also without this it allows nothing to be saved or shared online to an audience. Without a camera, no advertisements would be able to be filmed with actors or any pictures with the models.
Personnel I will need includes Photographers, Models, Actors, Director, Story board and script writers, Social media manager, Graphic designers and editors
These personnel's will be used when appearing in the campaign and helping produce it as the personnel will have to produce all the plan's for the advertisement and what they will look like. The most important personnel will be the photographers as these are the people who will film and take photos for all advertisements that are shared to the consumer. It is also important to have a large variety of actors for a positive diverse representation and create a wider audience.
DISTRIBUTION METHODS:
To distribute the campaign I will release a large amount of content both online and physically. Online I will mainly target social media platforms, which include Facebook, Snapchat and Instagram. Following my research, it says that the highest usage amount of Facebook is from the 30's category which will be perfect to target the primary audience as this will most likely be their place of social media. I also feel there may be a few consumers who are 30 and above who use Instagram. Snapchat and Instagram are heavily dominated by younger users according to research of 18-24 which is perfect for our secondary audience. Social media is very easily accessible and quick to look at whenever you please as a consumer meaning social media is a good place to distribute as content will easily be seen on here. Content online can also be liked, commented on and shared around by consumers which would help the campaign gain a wider audience.
The physical distribution methods will be billboards and magazines. Billboard can be located in extremely populated areas where lots of people a day will visit, like a town square. The billboard will be placed in very high places so everyone will be able to see it clearly, just by looking up and even if they just glance they will be able to take a few details from the billboard. They will also be placed on major roads that are busy constantly so we are guaranteed an audience who will view the billboard, even if it is a glance. Another physical distribution method is a double page spread on magazines. Magazines are very vibrant and more image based meaning they will catch the eye of a consumer a lot easier. Our aim is to have our double page spread placed in multiple different brand of magazines that are popular around the summer for the majority of the summer.
RESEARCH INTO CONVENTIONS:
Convention for magazines - A layout for a magazine can either be a double page spread or a single page. The pages are usually either extremely simple or composite with lots of detail. For a drink, the layout would be on the simpler side with a lack of writing, only the important details like the USP and lots of images that relate to the product. Usually the magazine has other smaller details also like page numbers, product and brand logo and product's font. An image either goes across both pages on the double page taking the majority of both pages to really express what is being promoted e.g. an image of the drink. Then there is text all around the image explaining the product and any additional content. On the other hand, a single page with one large image covering the majority and lack of any writing. Usually magazine backgrounds are white or a darker shade so the content that appears on the page can stand out.
Convention for billboards - Billboards are similar to a single page of a magazine, especially with the amount of content included. They have one large image in the middle of billboard with very little text as it is more of an eye catching advertisement. The text is usually to the side of the image and is short and simple to understand, the text is most likely to be the product catch-line/ slogan. There is also sometimes a logo that can be spotted in a corner of the billboard.
Convention for social media adverts- Social media adverts are not similar to billboards or magazine as they are usually the most creative, diverse way of advertising yet they still show the product off to the consumer and make sure all messages are correctly communicated. They also usually include a slogan as a caption or in the comments with a hashtag sign with hopes of starting a trend for the product. The social media advertisement is usually a GIF, poster or video. There is also always a call to action included on social media e.g. 'BUY NOW' 'ENJOY THIS TASTE' 'DRINK UP' as these types of phrases stand out directly involve consumers.
Convention for audio visual products - This is the advertisement that will really stand out to an audience due to the content in the audio visual product. The characters who are presented in the advertisement are the similar to the target audience in age, income and lifestyle etc. They are represented positively with an example of the product or service so the audience will be engaged with what could happen. Usually at the beginning or end the logo is shown of the drink and also the brand. They also usually show the slogan at the end or get one of the characters shown in the video to repeat it. The characters seen in the video usually speak but if not there is just non diegetic sound like music over the background.
RESEARCH INTO COMPETITION:
There is plenty of competition in the drinks market, with some of the biggest companies in the whole world. Coca cola will most definitely be our largest competitor as they dominate the market with their fulfilling tasty drink. The main reason they are such a large company is because of the success when marketing the drink e.g. the 'share a coke' campaign was extremely successful influencing many consumers to try the drink. The drink is very unhealthy yet the advertising made it become a positive, happy drink that people are able to share with anyone and have a good time, 'SHARE a coke'. This positive style allowed the advertising to appeal to such a diverse, wide range of audience including families and friends. The brand ethos/ identity also played a large part of the advertising due to the sheer simplicity of it with the colour of the red and a such a short slogan yet memorable enough to stay with a consumer. Whenever a consumer would see the colour red or the slogan 'share a coke' they would know that the advertisement is associated with coke and would hopefully get them in the mood for a drink. The campaign reflected the brands ethos and beliefs of being an open, happy, friendly and respectable brand that only wants to produce the best products for their consumers. Overall, coke made their main way of attracting consumers through having a drink that can bring happiness that is available for anyone.
Another massive selling point the brand Coke have is their different types of drinks they have, as they provide options of how healthy their drink is with the same taste. They provide a normal full fat coke, a diet coke which provides sweeteners instead of traditional sugar and a coke zero which includes zero sugar and zero calories, the most healthy. However, all include inartificial flavours unlike PhizzWizzard's drink.
Another large competitor we will have has as a company is Fanta as they are bright, outgoing drink company that also target a youthful audience. The drink can be seen as a summer drink also as it suitable for all times with its refreshing energy. The advertising design of Fanta is also very similar to our Phizzwizzard as they promote the bright colours very well through the taste of their drink and have the ideas of the drink being an actual juicy, sweet and freshening orange flavoured drink. In the marketing campaign, they also use slogans to directly appeal to a target audience such as " more Fanta, less serious " and " orange is the new orange" which promotes the brand ethos + identity and allows the brand to be recognised easily.
Fanta are also similar to Coca Cola as they have options of what to drink with sugar free drinks and no artificial flavours to offer a healthy drink and enter a new market with a niche audience also.
Another large competitor is Oasis as they do fruit flavoured drinks and use bright colours and comedy to appeal to their audience. They do multiple fruit flavours of strawberry, cherry, orange, apple and citrus etc. The multiple flavours will most definitely help target a larger audience as consumers may not like one flavour but still be able to enjoy another flavour of oasis. The comedic puns and jokes also help target a slightly older audience as they'll be able to understand the puns, for example 'Oasis goes with any lunch' with a picture of a stapler implying that's lunch. This will stand out to an audience as it is using direct address to the consumers and is making conversation with them. The drink is also summer based as it seen as a cool ' refreshing' drink which means it could be a direct competitor to Phizzwizzard as they are both seen as summer drinks. The Oasis drink also offer natural flavours and colouring, however no zero sugar whereas Phizzwizzard do.
PLANNING DOCUMENTS:
AUDIO VISUAL- TREATMENT
As a team we are aiming to create an advert with a total duration of 45 seconds. The advert will include teenagers to show the demographic and a day outside with sun to show the drink is for summer. The advert will show a short story and engage the demographic to want to try the drink. The advert starts with showing a teenager who appears to be upset listening to sad music. Then the video changes to another teenager in a strawberry costume carrying a Phizzwizzard can and a large speaker who appears to be very happy with upbeat music. The sad teenager is then convinced to try the Phizzwizzard drink where he suddenly becomes very happy and into a strawberry also. Then there is a montage of the two teenagers together in strawberry outfits being happy enjoying a nice summer day out with the drink. Upbeat music throughout. After, graphics will appear showing the drinks USP and information.
Duration of video- 50 seconds
Cast of video - Samuel Morris, George Frizelle
Costumes- Hoodie, Jeans, Strawberry outfit, Headphones and speaker
Location- Old Welwyn park
Slogan- # FruitFrenzy
The targeted audience will be 30+ as a retro audience and also 13-18 year olds.
Social media links- Instagram, Twitter and Snapchat.
Storyboard and Script
MULTIMEDIA ASSESTS NEEDED FOR PRODUCT:
For this advertising campaign I will need multiple assets to complete it:
- Image of Phizzwizzard logo
- Image of Phizzwizzard can
- Image of Carter Drinks logo
- Image of 8 bit strawberry
- Text of ' 0% added sugars', '100% natural', 'no artificial flavours', '100% recyclable' and ' #Fruit Frenzy'.
- Red/ white background.
WORK PLAN:
RISK ASSESSMENT:
CONTINGENCY PLANS:
RECCE AND RELEASE FORMS:
POTENTIAL ISSUES:
JUSTIFY CHOICES OF PLANNED COMPONENTS:
MAGAZINE DOUBLE PAGE
I will create a magazine double page spread that follows common magazine themes yet follows the house style of the overall Phizzwizzard campaign. The double page spread will have associations with other adverts to show links to the product and for easy recognition. On my double page spread, the product, Phizzwizzard can will appear on the left page covering the majority of the page with the slogan so the can catches the audience's eye. On the right page there will be the information about the drink like the USP which they will read if they like the view of the drink to see what benefits come with it. Both pages will have the same continuous background with a colour scheme of red matching other advertisements that the campaign produced so the drink will be easily recognised by customers. The text on the right hand page will also be white so it is clear to red with a red background, matching the colours scheme for all advertisements. The slogan on the left page will also be white, of " #FruitFrenzy" which appears across the whole campaign allowing consumers to engage with the product and be able to comment, post, share on social media when using this hashtag to increase the popularity of the product. The slogan is very catchy as it is very short and uses alliteration yet links to the product through the fruit side so the audience will remember it easily.
BILLBOARD
I will create a billboard that also follows the common billboard themes and also follows the house style of the Phizzwizzard campaign. The billboard will have little writing unlike other advertisements in the campaign other than the key information and USP like other billboards have little writing. The majority of the billboard will be covered by a picture of the product on the left side of it and the right side has all the information with a Phizzwizzard logo and a Carter Drinks logo to associate brand identity's. The billboard will have simple fonts so it can easily be read and spotted from a distance in white to match the colour scheme. The use of a red background associates the colours with the drink and campaign and further allows the information and USP to be shared to the audience as the white colour will stand out in front of red.
A billboard is also a very effective way of targeting the audience due to its large presence and the product being able to be spotted from a distance. The bright colours of red will instantly catch the audience's eye and make them want to look at they billboard for longer, reading the information and hopefully buying the drink. The fun design of standing out due to the bright colour of red and little writing follows common billboard conventions yet also reflects the brand's ethos of a fun, bright company.
SOCIAL MEDIA ADVERT
I will create a social media advert definitely due to social media vast dominance of popularity around the world, especially a younger audience which is secondary audience. The majority of the targeted audience will be on social media allowing us to reach them easily and possibly more of an audience if they are to share the advertisement around. The social media design we are following again follows the same house style as the magazine and billboard with a red background and a white font so it is simple and easy and quick for the audience to read. We will also have an image of the product with strawberries placed around to ensure the audience know it is a strawberry flavoured rink. The can will be spinning to grab the attention of the audience and they can see a clear example of what the whole product looks like. The name of both brands will also be found on the page, having Phizzwizzard high at the top so the audience know the name of the drink. The USP and information will be around the can so it can easily be read and an audience are engaged by the information.
AUDIO VISUAL
Our advert yet again follows the same continuous house style as we see a strawberry outfit which is red and also the graphics at the end containing a red background with a white coloured text. The key information is still shared to the audience even after a playful, fun advert. The advert ends with this, the USP, slogan, no artificial flavours etc. which is shown across the whole campaign and having it here will leave it fresh in the audiences mind and they will be attracted by the healthy benefits and hopefully want to purchase the drink in the future.
The overall video targets both targeted audiences due to the characters shown and the overall style of the video. The characters shown are two teenagers which will instantly appeal to the secondary audience as they are seeing people their own age enjoy the drink which will make them think they will. Another way it appeals is the location of the video which is a park on a hot summer day, this could be seen as nostalgic for the primary audience or quite a popular place to go for the secondary audience currently. This shows the drink is bringing back the feeling of joy. The video also shows the environment of the drink, which seems to be a happy, respectful place as we see two teenagers cheer each other up and have fun together through the drink. This shows the drink should be used when together on a nice day. It also has comedic elements as we see the teenagers wearing strawberry outfits because of the drink which could potentially make us stand out to competition as other competitors are much more serious with no comedic side. The drink also shows to lift spirits and mood which is representing the refreshing side of the drink.
LEGAL AND ETHICAL ISSUES:
One legal issue we must be aware of is copyright which if we go against we may have to pay a fine or have to take down our advertisements and products completely. Copyright makes sure that all of the content created and used is done by us or if we are using anyone else's content that they gave us legal permission. To make sure we follow this copyright issue we will have the Phizzwizzard logo and Carter Drinks on each advertisement and create all the content ourself rather than using someone else's. If we are to use someone else's content we will make sure a contract is made to prove that all the content has been paid for.
Another legal issue we must be aware of is ASA guidelines, especially when producing the advertisements for the campaign as again we could potentially be fined or have the whole campaign completely taken down. To make sure we don't go against ASA guidelines we must make sure that each advertisement is appropriate for the target audience and does not include anything offensive or harmful for the audience e.g. violence or swearing. Each advertisement has the same information on and does not include any harmful words for anyone, only simple information. To make sure it will be suitable for the ASA guidelines we can get it further checked by the ASA or another source to make sure there can be no negative consequences and become a successful campaign.
One ethical issue we must be aware of is making sure we promote the drink is healthy and isn't unhealthy or damaging to the audience. The audience are already heavily addicted to sugar drinks, especially the secondary audience of the younger side due to the amount of energy and good taste they give you. Furthermore, Phizzwizzard is sugar free and and has no artificial flavours which can help the audience as it is a healthy drink with a good taste compared to the other drinks they are drinking which are damaging them, making Phizzwizzard a good alternative for their health. This will hopefully appeal to the audience as they are drinking something with good taste yet is also a healthy drink which is shown through the USP when advertising.
Another issue that we may face is that when advertising the product we must not spread any false information to the audience to promote the product. We must make sure that all information that we display e.g. our USP is true and all the ingredients are shown are the correct ones for the making of the drink. Consumers may have allergies which could potentially affect their health which may be found in the drink that they must be aware of, if they are not aware this could result in a law suit. The advertisement could also potentially be taken down for spreading false information. To ensure we don't spread any false information, we will be in contact with Carter Drinks and make sure we are aware of all the information that affects the drink and display necessary information that could potentially be dangerous to the audience e.g., allergies.
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