As cover traditional advertising medium to create a full cross-platform campaign for this outcome a TV advert needs to be created. In the essay the importance of TV ads are discussed, this is mentioned as a vital part of any successful advertising campaign by Jennifer Flood, therefore, this campaign needs to cover this channel too.
The message that needs to be put across via all the media for this campaign is to encourage the consumer to use the tea chart then share it over social media. This needs to be kept the same over this channel, this is to stick to research which showed one message but channel integration defines the success.
As the essay discussed, traditional theory advertising which needs to be applied to this channel is passive one way messaging. Therefore this needs to inform about the action, but not give the audience a way to respond or share, that is social media element.
IDEAS -
As the essay studies using celebrity or powerful other enhances the importance the viewer puts on the advert, this is also done currently by the brand in their advertising so fits with their ideas, therefore, is an idea for this brief.
The advert needs to show the consumer how to post and use the tea chart, to encourage social engagement but whilst reflecting the brand tone/logo/themes.
HOW DO I SHOW THE ADVERT??
As I'm the graphic design/advertiser, I would not create the advert myself as this would be done by a professional animator or a videographer to stick with the brand professional nature. The concept for the advert should be designed, this is to will show what the advert is, explain how it would be shot and the content needed to be included. For this outcome this will take the form of a storyboard, this would then be given to the animator or a videographer so they can create the advert as intended.
BRIEF SUMMARY OF THE ADVERT STORYLINE
STORYBOARD EXAMPLES -
What is a storyboard?What do they look like
-shows what the advert would be
-doesn't include moving images
-flat design
-drawn
-text added
-description added at the bottom/explanation
-the very basic idea of what the advert would be
-mostly six images
MAKE THE QUEEN A BREW IDEA
As the campaign is based on the Queen's tea chart, this advert would
-show a person making tea
-show a person measuring a cup of tea with the chart
-making it too pale
-binning it
-making a new one
-testing it again
-making it perfect
-giving it to the queen
-the queens like it
-then the campaign explained
RELATIONSHIP BREAK UP IDEA
This advert would relate to the importance people place on someone else making their tea, and the judging of the tea someone makes you.
-would show a girl waiting for tea
-boyfriend make her tea
-girl the measure it with chart
-isn't happy
-breaks up with boyfriend
-leaves
-'color of your brew important? use the queen's test to judge it's quality'
-show chart, hashtag, campaign and handle
CELEBS SHARE THEIR SHADES IDEA
-use celebs that are from Yorkshire
research -
NEED TO BE VERY FAMOUS
NEED TO BE RECOGNIZABLE
NEED TO BE KNOWN BY AUDIENCE
NEED TO BE FROM YORKSHIRE, BUT NOT RESTRICTING
'Ed Sheeran, Dame Judi Dench and Jodie Whittaker, recently cast as the first ever female Doctor in Doctor Who, take a look at our gallery below, there's definitely a few faces that will surprise you'
-no explanation to what the shade means
-tea is shown with them
-set in a country/kitchen background
-the text 'Is your brew properly approved?' /campaign slogan
-'how would the queen rate your brew' campaign link and show test/branding
-'tell us at' handle and hashtag
feedback -
'first idea and last link to the campaign best, as they have the queen'
'if the current adverts use celebrities, idea 3 fits that'
'make sure the campaign slogan is shown, along with the product/use. the last one doesn't show how to use it '
'i like the last one best'
'the second one could be seen as homophobic, only showing a heterosexual couple'
'it would be hard to get the queen in an advert, like not possible'
'breaking up with someone over tea is silly, too silly for an advert'
Overall feedback concludes that idea 1 or 3 was the best, as it had to most obvious link to the campaign and didn't change the message. The first idea related the most to the campaign message, but this idea is not very feasible by the brand. A fake queen could be used but could imply back to reflect on the test, removing one of the vital aspects of the campaign. The use of celebrities in idea 3 related more to the current brand campaigns, as well as the theory of influencers discussed in the essay. The essay discussed the consumer will pay more attention to the advert is supported by a 'powerful other', as this advert uses 6 it will apply this theory.
The aim of the campaign is to get the consumer to use the product then share how they like their tea on social media, this advert shows famous people sharing how they like their tea therefore directly tells the audience what they need to do. It should a range of famous people completing the test, then share their shade, this will inspire engagement and the consumer to do the same over social.Also, give the consumer a larger talking point as they can discuss how they like there in comparison to the celebrities.
FINAL IDEA 3
Research showed the needs of the campaign to cover traditional advertising medium to create a full cross-platform campaign, for this outcome a TV advert needs to be created. In the essay the importance of TV ads are discussed, this is mentioned as a vital part of any successful advertising campaign. The message that needs to be put across via all the media for this campaign is to encourage the consumer to use the tea chart then share it over social media. This needs to be kept the same over this channel to display one clear message over all the platforms.
-The advert consists of Yorkshire born celebrities, in increasing order of more noticeably Yorkshire, saying their shade.
-This is followed by the campaign slogan, to express one clear message across the channels.
-Then an explanation of the advert concept encouraging the user to use the chart to find their shade, linking to the idea of the consumer being inference more by ‘power others’.
-The campaign branding is then shown, as to link the campaign visually together with other the media.
-Followed by the social media handles and hashtag, exhaling where to post their content/linking to the social campaign.
The aim of the campaign is to get the consumer to use the product then share how they like their tea on social media, this advert shows famous people sharing how they like their tea therefore directly tells the audience what they need to do. It shows a range of famous people completing the test, then share their shade, this will inspire engagement and the consumer to do the same over social. As the essay studies using celebrity or powerful other enhances the importance the viewer places in the advert, making it stand out. This theory is also done currently by the brand in their advertising so fits with their current ideas. Also, give the consumer a larger talking point as they can discuss how they like there in comparison to the celebrities linking to the idea of creating a community around tea, and how drinker like their tea.
The next advert would consist either of consumers who post about the brand or a range of new celebrities voted for by the social media audience. These ideas for the preceding advert, both promote the consumer to engage as they give the user a motive to post, as seen in research. This would carry on the social conversation between client and consumer.
No comments:
Post a Comment