P2: Create a plan for cross media advertisement campaign in response to a client brief
In this section, I will take on a client brief and pitch an advertising campaign idea based on that client brief.
Out of the three briefs that we were provided with, I chose to follow the "Envirobox" client brief, as I think I can make a compelling advertisement campaign that pushes the core messages of environmental preservation, whilst also making the product look appealing to an audience that would be interested in purchasing it. Furthermore, I think I can create a good interconnected advertisement campaign linking audio-visual advertisement, newspaper advertisements and a festival flyer-type advertisement as described in the brief.
Out of the three briefs that we were provided with, I chose to follow the "Envirobox" client brief, as I think I can make a compelling advertisement campaign that pushes the core messages of environmental preservation, whilst also making the product look appealing to an audience that would be interested in purchasing it. Furthermore, I think I can create a good interconnected advertisement campaign linking audio-visual advertisement, newspaper advertisements and a festival flyer-type advertisement as described in the brief.
Having analysed this brief, I mocked up a mood board of ideas to help in generating ideas for the product in a visual manner:
The following is the power point presentation I have created for my pitch:
Envirobox from Beau Beaumont
Here is a video of me presenting my pitch to my class:
The Feedback I received from this presentation was quite positive, and I was told that my ideas were well thought out and that I had taken many elements of the client brief into consideration, such as the aspects to be included in the advertisement, and how I would link all of the forms of advertising together to create a cohesive campaign.
Alongside this came some well needed constructive criticism. For example, it was made clear that my pitch was lacking in visual elements as well as early planning documents such as mood boards, flat plans and visual representations of the product itself. These are elements that I will consider moving forward, and will try to create a more visual idea of what the product, and what the advertisement would look like. I could do this by creating and including mood boards, as well as including analysis of other forms of advertising that have inspired and informed my ideas thus far.
Alongside this came some well needed constructive criticism. For example, it was made clear that my pitch was lacking in visual elements as well as early planning documents such as mood boards, flat plans and visual representations of the product itself. These are elements that I will consider moving forward, and will try to create a more visual idea of what the product, and what the advertisement would look like. I could do this by creating and including mood boards, as well as including analysis of other forms of advertising that have inspired and informed my ideas thus far.
P3: Create a pre-production plan
In this section I will be creating and posting pre-production materials for this advertising campaign. This includes elements such as scripts, storyboards, risk assessments, etc.
Codes and Conventions
In order to guide my pre-production and ideas, I have done research into similar products within the same "Advertisement" genre. Here are a few genre conventions that I have found through research:
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Gantt Chart/Timeline
Here is a Gantt chart that I have created to give an outline of the production processes required for this project and give a timescale to all of the individual processes. This guideline is very useful as it helps to keep the project on track for the deadline, and allows for me to analyse if the project is behind, ahead or on schedule.
Gantt Chart by Beau Beaumont on Scribd
Filming Risk Assessment
Here I have created a risk assessment outlining any risks that present themselves during filming for this project. This helps to ensure that everybody involved in production is aware of the risks and that they are minimised.
Risk Assessment Envirobox by Beau Beaumont on Scribd
Filming script
Here is the script that I have written for the television Envirobox advert:
Script Envirobox by Beau Beaumont on Scribd
As you can see, all of the dialogue for this advert is done by a narrator. The narrator's dialogue will accompany the visuals well, without having awkward dialogue between actors. It is a convention to have narration within television adverts, especially ones selling small products. The voiceover really meets the brief by mentioning the profits going to a charity and the box being made of recycled materials.
Filming storyboard
Using my script as a guide, I sketched this storyboard:
As you can see, I have included information in the storyboard such as shot type, mise-én-scene, shot movement, and sound.
Sound
In terms of sound, the bulk of sound that I will be using will be voiceover and music.
I have already scripted the voiceover for this project as can be seen above on the page. I will be using the Netherhall sound studio to record this voiceover, and will have one of my peers be the voiceover artist.
This studio has microphones like the one on the right, which will allow me to record high quality audio.
This studio has microphones like the one on the right, which will allow me to record high quality audio.
For music I have three different styles of music that I would like to use. For the beginning of the video, I would like to use a heavy aggressive beat to reflect the destructive and aggressive nature of the litterer, and connote to the audience that this person without the Envirobox is bad.
For this purpose, I searched YouTube and found this royalty free rap beat: https://www.youtube.com/watch?v=_CHo69xm9hU
For the middle of the video, I want sad and moving music to reflect the message that pollution and plastic are terrible for this purpose I sourced another track from YouTube: https://www.youtube.com/watch?v=aWIE0PX1uXk
Finally, for the last part of the video, which will be promoting the Envirobox product, I would like to use more major, upbeat music to create a positive atmosphere and connote to the viewers that the product is positive. I have sourced this track for this purpose: https://www.youtube.com/watch?v=1GMy4RuqMUI&t=30s
For this purpose, I searched YouTube and found this royalty free rap beat: https://www.youtube.com/watch?v=_CHo69xm9hU
For the middle of the video, I want sad and moving music to reflect the message that pollution and plastic are terrible for this purpose I sourced another track from YouTube: https://www.youtube.com/watch?v=aWIE0PX1uXk
Finally, for the last part of the video, which will be promoting the Envirobox product, I would like to use more major, upbeat music to create a positive atmosphere and connote to the viewers that the product is positive. I have sourced this track for this purpose: https://www.youtube.com/watch?v=1GMy4RuqMUI&t=30s
M2: Justify the choice of planned components by the targeted media sector
There are three key components to be included in this campaign, and here I will be justifying these components and discussing the elements within them.
The first component of my advertisement campaign is a newspaper advertisement. This component is a crucial part of the campaign as it helps to spread brand awareness and advertisement to an older audience of 30-60 year olds who don't interact with other media sectors often. This advertisement will be purely visual as it is intended for a newspaper, and will be very simple yet eye catching. keeping the advertisement simple and relying on mainly visuals along with short text and slogans would ensure that the advert is eye catching and visually interesting, whilst creating strong brand identity. This advert should take up a section of a newspaper page so that readers will see it while they are reading the newspaper content, as opposed to just flicking past it. Within this advert I would like a picture of the "Envirobox" with the brand logo on it in the centre. This would be the largest image on the advertisement, showing off the product and creating brand awareness. At the very top I would like the product name in large font. Underneath the image should be the company slogan. The colour scheme for the advert will be black, green and brown, as these colours represent the companies environmental focus. Elements such as the logo, fonts, slogan and colour scheme will remain consistent throughout the entire campaign, as this is something that I found in my research to be a key component of a successful cross-media campaign.
This is roughly how the advert would look in a magazine, with the red "ADVERT" section being my magazine advert:
The first component of my advertisement campaign is a newspaper advertisement. This component is a crucial part of the campaign as it helps to spread brand awareness and advertisement to an older audience of 30-60 year olds who don't interact with other media sectors often. This advertisement will be purely visual as it is intended for a newspaper, and will be very simple yet eye catching. keeping the advertisement simple and relying on mainly visuals along with short text and slogans would ensure that the advert is eye catching and visually interesting, whilst creating strong brand identity. This advert should take up a section of a newspaper page so that readers will see it while they are reading the newspaper content, as opposed to just flicking past it. Within this advert I would like a picture of the "Envirobox" with the brand logo on it in the centre. This would be the largest image on the advertisement, showing off the product and creating brand awareness. At the very top I would like the product name in large font. Underneath the image should be the company slogan. The colour scheme for the advert will be black, green and brown, as these colours represent the companies environmental focus. Elements such as the logo, fonts, slogan and colour scheme will remain consistent throughout the entire campaign, as this is something that I found in my research to be a key component of a successful cross-media campaign.
This is roughly how the advert would look in a magazine, with the red "ADVERT" section being my magazine advert:
The next key component of this advertising campaign is a television advert. This advert will reach a wider audience, as television appeals to both older generations who read newspapers and younger generations who do not. This means that the older 30-60 year olds who have seen the advertisement in a newspaper will see this advert and be intrigued as they have seen the brand before. Generations who have not seen the newspaper advertisement will see this advert for the first time which will create brand awareness.
This component will be more detailed, with a voiceover discussing the product itself as well as the "Environmental crisis" that the product aims to solve. The visuals will accompany this voiceover with a story about two different people having their lunch; One without the product causing harm to the environment and one with the product. This creates the connection in the audiences mind with the use of the product and a positive impact.
The advertisement will end with a still image of the product and brand, utilising the same logo, colour scheme, slogan, etc. as the newspaper advertisement to create a consistent message and campaign. This time the voiceover will read the slogan and name of the product, which means that even those who aren't fully watching the television and just have it on in the background will still receive brand awareness and awareness of the product.
This component is a key part of the campaign as it incorporates audio-visual elements, making it more engaging and ensuring that it reaches and draws in a much wider audience. The audience that it reaches can be furthered by having this advertisement posted on social media and online, reaching a digital native audience and causing discussion online through social media. These platforms are particularly valuable as they reach a wider audience and promote discussion which leads to the campaigns popularity increasing drastically with minimal investment.
The final component of this campaign is a flyer to be handed out at festivals. This flyer will be much like the magazine advert in that it is also purely visual and will utilise the same consistent branding and colour schemes found in the other components of this campaign. As this is an entire flyer to itself as opposed to being a small advertisement within a magazine, it can contain more information. This is particularly relevant as the audiences at music festivals that we are trying to reach are typically quite young (roughly 17-28) and are typically very liberal. This means that they care a lot about the environmental issues that the product proposes to fix, and as such these elements should be highlighted in order to raise brand awareness with these audiences.
It is however still a small product, and we still want it to remain simple and visually interesting. For this reason the flyer will include the same elements as the newspaper advertisement at the top and bottom of the flyer, but as flyers are typically narrower and "Longer," there will be space in the middle of the flyer to bullet point information regarding the "Clean up coasts" project, the recycled cardboard that the box is made from and other elements regarding to the environmental impact the product will have.
This component is crucial to the campaign as it furthers the spread of brand awareness, but also directly reaches an audience of digital natives who care about the environmental aspects of the campaign. These digital natives, particularly those at festivals, are very active on social media, and will likely interact with the brand and share their opinions with their social media followers. This could work in our favour greatly as it would be free advertisement and spreading of brand awareness.
Working at festivals would also give a chance for interactivity with musicians and influencers, who can share their ideas on the product on their social media platforms, reaching their large group of followers.
All of the components of this campaign will also include information about the brand and company such as contact information, social media information, a website link etc. This ensures that those who see the advertisement and are interested in learning more or purchasing a product can find out how to do so right there in the advertisement. This will hopefully lead to more people purchasing products as finding a way to do so is simple and easy.
This component will be more detailed, with a voiceover discussing the product itself as well as the "Environmental crisis" that the product aims to solve. The visuals will accompany this voiceover with a story about two different people having their lunch; One without the product causing harm to the environment and one with the product. This creates the connection in the audiences mind with the use of the product and a positive impact.
The advertisement will end with a still image of the product and brand, utilising the same logo, colour scheme, slogan, etc. as the newspaper advertisement to create a consistent message and campaign. This time the voiceover will read the slogan and name of the product, which means that even those who aren't fully watching the television and just have it on in the background will still receive brand awareness and awareness of the product.
This component is a key part of the campaign as it incorporates audio-visual elements, making it more engaging and ensuring that it reaches and draws in a much wider audience. The audience that it reaches can be furthered by having this advertisement posted on social media and online, reaching a digital native audience and causing discussion online through social media. These platforms are particularly valuable as they reach a wider audience and promote discussion which leads to the campaigns popularity increasing drastically with minimal investment.
The final component of this campaign is a flyer to be handed out at festivals. This flyer will be much like the magazine advert in that it is also purely visual and will utilise the same consistent branding and colour schemes found in the other components of this campaign. As this is an entire flyer to itself as opposed to being a small advertisement within a magazine, it can contain more information. This is particularly relevant as the audiences at music festivals that we are trying to reach are typically quite young (roughly 17-28) and are typically very liberal. This means that they care a lot about the environmental issues that the product proposes to fix, and as such these elements should be highlighted in order to raise brand awareness with these audiences.
It is however still a small product, and we still want it to remain simple and visually interesting. For this reason the flyer will include the same elements as the newspaper advertisement at the top and bottom of the flyer, but as flyers are typically narrower and "Longer," there will be space in the middle of the flyer to bullet point information regarding the "Clean up coasts" project, the recycled cardboard that the box is made from and other elements regarding to the environmental impact the product will have.
This component is crucial to the campaign as it furthers the spread of brand awareness, but also directly reaches an audience of digital natives who care about the environmental aspects of the campaign. These digital natives, particularly those at festivals, are very active on social media, and will likely interact with the brand and share their opinions with their social media followers. This could work in our favour greatly as it would be free advertisement and spreading of brand awareness.
Working at festivals would also give a chance for interactivity with musicians and influencers, who can share their ideas on the product on their social media platforms, reaching their large group of followers.
All of the components of this campaign will also include information about the brand and company such as contact information, social media information, a website link etc. This ensures that those who see the advertisement and are interested in learning more or purchasing a product can find out how to do so right there in the advertisement. This will hopefully lead to more people purchasing products as finding a way to do so is simple and easy.