P2: Create a plan for a cross media advertising campaign in response to a client brief
I have chosen the Likelipz brief because I think that it would be a funny thing to advertise and seems as the only one of the 3 I will enjoy doing. The types of advertising seem favourable to the other 2's methods that were there to choose from. I already have ideas of what I can do for this brief which is a good thing to have before the planning stage which is therefore why I chose this project.
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Here are examples of adverts of products that already exist similar to the product I am going to be advertising. I looked at male lip balm and lipstick adverts and also female ones to get the full ideas of what an advertisement of these products would look like and so i could find the easiest way to produce one while still following convention.
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Target audience:
As stated in the brief, the target audience for this product will be males as this product is specified as male lip balm. The age range that this will be aimed at will be 16-25 as this age range is also stated in the brief. But this doesn't mean that older or younger people won't buy them.
Demographics:
To the left is a screenshot of the customer demographics of L'Oreal Paris, the main points to be taken from this is that there are more females that buy their products than males, the highest age demographic of people who buy the products are 24 and younger, and the highest number of people buying the product have a household with earnings under $20k. Which means that these products are all rounders in terms of demographics and will attract everyone's attention as most of the demographics have small differences. |
Psychographics:
The type of person that would want to buy product would be young summertime guys wanting to look cool in summer or people knowing the dangers of UV and wanting to protect their face and skin, including the lips. And to protect against the weather ailments in Winter when it has cold breezes that can sometimes cause dry, cracked and chapped lips. Nobody wants to kiss scabby lips.
The type of person that would want to buy product would be young summertime guys wanting to look cool in summer or people knowing the dangers of UV and wanting to protect their face and skin, including the lips. And to protect against the weather ailments in Winter when it has cold breezes that can sometimes cause dry, cracked and chapped lips. Nobody wants to kiss scabby lips.
Advertisement Ideas
Below is my pitch presentation that I have created to promote my advertising campaign. This video also includes the feedback
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Here are mood-boards based on my main ideas for the themes and colour schemes, i added these because this is how i have decided to go about adding more visuals in relation my pitch (responding to feedback) The colour schemes (left) will be used to decide what the main colours the box for the lip balm will be. The different pictures of lip balm containers (right) are to give ideas of what the final box will look like.
Here is a gannt chart that will guide me through the next tasks I have to do until the unit is complete.
P3: Create a pre-production plan for the media components in the the planned advertising campaign
Conventions
Here are two different adverts for two different perfume brands from the same company. The conventions and similarties of both of these is that the model in both advert is posing in a way that makes them seem more attractive and they take the centre and take up most of the advert image. The product is shown at the bottom right corner of both adverts and takes around 10% of the whole image. The background is a simplistic colour so that the product and model in the adverts stand out. The company name is always at the top of the advert and is bold with colours that make it stand out and easy to read.
Pre-production
Here is my storyboard for the billboard and web banner
Here is a storyboard and script for the audio visual online advert.
Here is a production schedule for the production itself and pre-production materials
Here is a recce of all possible filming locations
The first component that my client brief has asked me to create is a train station billboard. The billboard will be outside, big and landscape so people can see it clearly at the train station stops, and can see it clearly on the train that stops at the station or even just on the train that passes through the station without stopping. The billboard will have the components I feel are the most important, these are: a male model in the centre wearing the product, and a big image of the product on the right of the model. I think that these are the most important things as it appeals to the target audience this product would have. To ensure this was possible, I created a storyboard and plan of the billboard to map out my ideas onto paper before going on to creating the actual, this way I know what I am doing when I actually make the product. I also created mood boards on the colour schemes, product looks and themes of this advert so I had the best idea to follow. I think that a train station billboard will be a good place to advertise as it advertises to tourists, as well as pedestrians passing through, or just to people about to board a train, it is a good location because in a popular train station, the billboard will be seen by many and is therefore attracting more attention.
The second component that my client brief has asked me to create is a web banner. The web banner will appear on sponsored websites as an ad. The web banner will be no bigger than the banners highlighting a new task on this very blog. It will contain images of different poses of the model and it will include the lip balm too. It will also have a linked box which says "BUY NOW" which will tell the viewer that it is a purchasable product and clicking the banner will take you to the L'Oreal website in which you can buy the Likelipz product. To ensure this is possible, I included a plan and storyboard of the product to map out the ideas, and I also created mood boards to ensure I knew the colour scheme and theme for the actual web banner and to ensure I am attracting and appealing to the target market in the correct way. I think a web banner is useful because it is a quick flash advertisement that can be found pretty much anywhere online, so it is easier to attract the target market's attention.
The third component that my client brief asked me to create is an online and viral, audio-visual advert. The audio-visual advert will appear on multiple different areas of the internet, such as YouTube in the form of a pre-video ad and as its own video on YouTube posted by L'Oreal, on social media such as Facebook and Instagram, the L'Oreal website and other sponsored websites; after all, the client L'Oreal wants the advert to be viral. The advert will be 1 minute in length and will include all the details of the product, such as flavour, how to use it, the benefits of using it and why you should use it, and the model trying on the product. It will have a more comedic tone to the advert to attract more attention as an unorthodox advert for an unorthodox product. To ensure I know what I am doing, I included a storyboard and plan for the whole video so I can easily follow it and not make mistakes during filming or editing of this video. I think an audio-visual product will work well because it is reaching out to the target audience with a more detailed advert that is viral so they will be sure to find the video at some point, whether its not long after, or a few days after release of the advert, the advert will spread showing the target market the product and making them want to buy it.
The second component that my client brief has asked me to create is a web banner. The web banner will appear on sponsored websites as an ad. The web banner will be no bigger than the banners highlighting a new task on this very blog. It will contain images of different poses of the model and it will include the lip balm too. It will also have a linked box which says "BUY NOW" which will tell the viewer that it is a purchasable product and clicking the banner will take you to the L'Oreal website in which you can buy the Likelipz product. To ensure this is possible, I included a plan and storyboard of the product to map out the ideas, and I also created mood boards to ensure I knew the colour scheme and theme for the actual web banner and to ensure I am attracting and appealing to the target market in the correct way. I think a web banner is useful because it is a quick flash advertisement that can be found pretty much anywhere online, so it is easier to attract the target market's attention.
The third component that my client brief asked me to create is an online and viral, audio-visual advert. The audio-visual advert will appear on multiple different areas of the internet, such as YouTube in the form of a pre-video ad and as its own video on YouTube posted by L'Oreal, on social media such as Facebook and Instagram, the L'Oreal website and other sponsored websites; after all, the client L'Oreal wants the advert to be viral. The advert will be 1 minute in length and will include all the details of the product, such as flavour, how to use it, the benefits of using it and why you should use it, and the model trying on the product. It will have a more comedic tone to the advert to attract more attention as an unorthodox advert for an unorthodox product. To ensure I know what I am doing, I included a storyboard and plan for the whole video so I can easily follow it and not make mistakes during filming or editing of this video. I think an audio-visual product will work well because it is reaching out to the target audience with a more detailed advert that is viral so they will be sure to find the video at some point, whether its not long after, or a few days after release of the advert, the advert will spread showing the target market the product and making them want to buy it.
When making my product, there are a few legal and ethical issues that I need to consider, these are:
Copyright: I must consider this as an issue as some of the aspects i use in my advert or at least in the planning will be found material, meaning I will have to make sure it is non copyright and royalty free before use. I will make sure I stick to this by looking at the source of the materials I want to use before I use them. It is important i follow this to make sure I am not being called out for a product that wasn’t mine to use, for if it has been copyrighted, I could potentially be sued, so I will benefit from this by following the guidelines closely.
Liable and Slander: As this is an advertisement, I must make sure that I am not making false accusations and spreading false data and information about my product. I must also make sure I do not over stereotype a gender, race etc. or put anything in the adverts that a lot of people would find offensive. I will make sure I stick to this by looking at other successful adverts that are similar to mine and see how they did it. This is important as I could end up facing a lawsuit if I do not follow it. I will benefit from following this because my advert will not be banned and I will not get into any trouble, and I will not be fined or sued.
Intellectual property act: I will consider this an issue as i must make sure that the layout and stories are not similar to other magazines, even if I know that this is the first magazine of its kind. I must make sure I claim this magazine as my own intellectual property so nobody can copy or edit my magazine or claim it as their own.
Copyright: I must consider this as an issue as some of the aspects i use in my advert or at least in the planning will be found material, meaning I will have to make sure it is non copyright and royalty free before use. I will make sure I stick to this by looking at the source of the materials I want to use before I use them. It is important i follow this to make sure I am not being called out for a product that wasn’t mine to use, for if it has been copyrighted, I could potentially be sued, so I will benefit from this by following the guidelines closely.
Liable and Slander: As this is an advertisement, I must make sure that I am not making false accusations and spreading false data and information about my product. I must also make sure I do not over stereotype a gender, race etc. or put anything in the adverts that a lot of people would find offensive. I will make sure I stick to this by looking at other successful adverts that are similar to mine and see how they did it. This is important as I could end up facing a lawsuit if I do not follow it. I will benefit from following this because my advert will not be banned and I will not get into any trouble, and I will not be fined or sued.
Intellectual property act: I will consider this an issue as i must make sure that the layout and stories are not similar to other magazines, even if I know that this is the first magazine of its kind. I must make sure I claim this magazine as my own intellectual property so nobody can copy or edit my magazine or claim it as their own.
What is Ofcom?
The Office of Communications, commonly known as Ofcom, is the UK government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom. Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors.
What is ASA?
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).
According to the ASA website, their mission is "to make every UK ad a responsible ad." This is good because is a good thing because, without regulators, the amount of inappropriate would skyrocket. Since lots of ads are made everyday, having a regulatory body around to keep them in check, and telling the companies whats right and wrong about their advert. However, they don't have the power to stop an advert, as only the government can do that, which means they can only inform the government of any inappropriate adverts.
ASA works by responding to”concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible”. Because of their actions, they have resolved 29,000 complaints relating to around 16,000 ads.
Sources:
https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html
The Office of Communications, commonly known as Ofcom, is the UK government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom. Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors.
What is ASA?
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).
According to the ASA website, their mission is "to make every UK ad a responsible ad." This is good because is a good thing because, without regulators, the amount of inappropriate would skyrocket. Since lots of ads are made everyday, having a regulatory body around to keep them in check, and telling the companies whats right and wrong about their advert. However, they don't have the power to stop an advert, as only the government can do that, which means they can only inform the government of any inappropriate adverts.
ASA works by responding to”concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible”. Because of their actions, they have resolved 29,000 complaints relating to around 16,000 ads.
Sources:
https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html