Task 6: Planning the Adverts (U20: P2, P3, M2, D1)
P2
Proposal:
Concept of the Advert:
The concept of our campaign is to produce a static, video and a social media advert for a Strawberry lace fizzy drink product. This will include how this drink gives you confidence, through drinking the drink. The drink will give people the confidence to be themselves and be unique as well as being confident enough to go and reach their goals. The campaign will include a character which will be associated with our whole campaign which is a wizard which is made out of strawberry laces, this character will appear to give people the magical confidence after drinking the drink. The static, video and social media will all include the wizard and therefore makes them link so people know its all apart of the same campaign. The colour pallet is red, gold and purple this gives the feeling of energy, warmth and passion as well as confidence which perfectly links to the main theme of the campaign. The colour of red also links to the flavour of the drink of strawberries and the laces which makes it visually appealing and brings a strong and enticing brand image. This also includes playful and magical Phizz Wizard fonts with rounded shapes which will link to the idea of having magical confidence with every sip.
Form:
We have chosen to use Tik Tok as our social media platform, this is perfect for our target audience for 16-18 year olds as they use social media media the most and tik tok is one of the most popular platforms and as a result we will be able to successfully reach out target audience. The use of tik tok is excellent as it will lead to high engagement of the campaign being high therefore meaning the number of sales will be high and this is what we intent to do. We will also be using a billboard, this billboard will be in a popular location so as a result they will be able to interest a wider audience, where people will view it as they are passing by every day. This billboard will be able to reach a wider audience as they are more likely to view the billboard. By targeting a wider audience increases brand exposure.There will also be a video which advertises and explains how the drink gives you confidence, this will be uploaded onto YouTube as well as TV adverts so it can reach its target audience. Youtube allows the target audience to be reached as most people aged 16-18 use YouTube. The video allows people to know what the product is, what it looks like and the benefits from it, this will link to a strong brand identity and makes the consumers trust the product and more likely to purchase.
Objectives:
One of our main objectives is to create a strong brand identity to make sure that our campaign is memorable and recognisable across all the media products we make across all the platforms it is promoted on. This can be done by Phizz Wizard being unique and having colourful creations with a distinctive colour scheme as well as icons and characters such as the wizard. This allows it to stand out to their target audience and create a loyal brand identity. Another main objectives is to is engaging with audiences and media, this can be done effectively through our social media advert as viewers will be able to like comment and share our content this way we can make sure that what we upload is making the audience engage and enjoy the content they see and therefore feel encouraged to purchase. Another objective is to increase sales and awareness of our product, this will be done through the social media advert, the video advert and the static advert. The adverts allow for major recognition as well as captivating viewers, posts on social media will promote engagement as well which will leave a long lasting impression on the customers.
Genre of the campaign:
The genre for the Phizz wizard campaign will be a relatable comedy trying to connect to our target audience while still being entertaining meaning that the campaign advertisements will need to have include aspects of everyday life, this will make the content more relatable and therefore make the audience thrust the brand and more likely to consume the product. We will also include a comedic twist without taking away from the relatability this means video advertisements cant be over the top as it would take away from the goal therefore we will need to ensure that there is an equal balance between realism and comedy. On the other hand the advert is trying to be a comedy as its primary audience is aged 16-18 and therefore enjoy comedy so we need to make sure we can keep the audience entertained with a light hearted advert so they want to buy the product, without it being too over the top and childish so it fits the age category.
Content of each platform:
In the billboard there is a wizard made of strawberry laces he is riding on the Phizzwizard can on an ocean made out of strawberry laces he drink. The ocean has strawberries and laces on it as well as bubbles toy make it look fizzy. It has a hashtag in bold letter as well as the name of the social media with it on. The static image will be posted onto a billboard as will allows us to reach an audience away from there phones or technology it also means that we have an advertisement that primarily reaches out to our secondary audience rather then just the primary audience. The billboards will reach the secondary audience as they are more likely to view and be intrigued by billboards on their way to work this will leave a long lasting effect on the audience.
In the social media advert there is a girl who does a day in the life while she’s at sixth form she states how she is bored of doing her work till she has the Phizzwizard drink and then she and her friend feel confident enough to finish her work. Whereas the social media post will be put onto tiktok as it is a short video meaning that tiktok being a short form video platform it will match what is needed for the social media post. Alongside this the post will be a recreation of a tiktok trend once again affirming tiktok as the best option to post the social media advert.
In the video advert there is a boy who finds the drink and drinks it he instantly gains confidence and struts on bridge and a wizard appears and gains confidence to high five people. For the video advert it will be posted onto youtube as it is the best platform for long form content furthermore on youtube you can post adverts before videos and as long as they are below a certain length the advert wont be able to be skipped this cant be done on any other social media platform which makes youtube the best choice for the social media advert.
Target Audience:
The target audience for the drink will be 16-18 this means that the adverts for the product need to be able to reach out to this audience which is why the social media advert will be based on trends from platforms that appeal to our target audience. when considering gender for the drink its going to be inclusive meaning that the drink will be trying to appeal to both genders this will be getting done by having our social media advert done to try to appeal to a female audience and then the video advert will be done to try to appeal to a male predominant audience. When considering ethnicity the drink will once again try to be inclusive and try to appeal to all ethnicity's this means that the adverts overall for the target audience we are trying to be as inclusive as possible and reach out to as wide of a group of people as possible aside from age. This drink attracts a middle to lower class as its cheap and affordable from everybody.
Resources and personnel:
- Editor - to edit all video and social media adverts
- Hair and makeup artist - to do hair and makeup for model
- Social media manger - to manage the social media profile and upload the advert
- Videographer - to film our social media and tv video adverts
- Microphone - for voiceover for my social media advert
- Laptop - to save all the work and edit all the images and videos
- Adobe photoshop - to edit all the photos to a high quality
- Catering - give food to all the crew on set
- Market manger - ensures everything runs smoothly throughout the whole campaign
- Director - to direct the social media and tv video advert
- Actors/model - to act and pose in media we create
Budget:
Gants Chart:
Research into Conventions:
The conventions of our billboard are important to gain interest of out target audience and prompt the product to our audience. Our slogan is “confidence in a can” this is in a red colour to attract the audience and conform to the colour scheme of our product, the red colour also visually represent the drink. Our main image on the billboard is our strawberry lace wizard surfing on a can of the drink this links to out slogan of confidence as the drink has given the wizard the confidence to surf. The wizard will be seen across the three media pieces and will be consistent.
In the video advert, which we will ensure that the can is featured in every shot of the advert so that viewers can become familiarised with what the product looks like and therefore feel include to purchase the product. By having the locations of our advert be in a sixth form common room it allows the audience to understand that the drink is very helpful for in a school/collage setting as well as conforming to my target audience if teenagers who are in sixth form.
The social media post is a tik tok video, this video shows a sixth former who shows a day in a life and shows the positive affects the drink has on people and motivates them to do work. This positive message in the video will hopefully persuade the audience to buy the product in the hope it will help them when they are at collage. The video is short and entertaining as it has the comedic element of the wizard in order to keep the specific target audience entertained.
P3
Research into Competitors:
Google accessed 2025
Fanta costs £2 which is on the higher end of prices for a fizzy drink can whereas our drink costs £1.50, therefore our drink will appeal to our target audience more as its cheaper and our age category of 16-18 would rather save there money and buy the cheaper drink. Fanta’s target audience is aged 15- 24 year olds who want to enjoy life and have fun however we are appealing at ages 16-18 and are targeted people who want to be confident and unique in how they express themselves. For this reason our targeted audience overlaps and as a result we can use their campaigns as inspiration in order to reach the same audience.
Fantas brand identity emphasises a fun and vibrant colour scheme in order to appeal to a Gen Z audience, they also focus on a more bolder and flexible logo as well as fruit based emojis and joyful illustrations, for this reason we will use their idea and incorporate fruit emojis of strawberries within our campaign.
Google accessed 2025
Diet Coke is targeted at ages 18-34 this means their drink is made to appeal to young adults which is slightly older than our target audience of 16 - 18 year olds, this means their campaign content is more mature than what we intend to produce so we wont be able to use their content for inspiration. However, they are extremely popular and successful in selling their product so we can take inspiration from their campiagn and modify it to appeal to a younger audience. For example, they always have a highly catchy hashtags or phase such as love what you love, this allows for brand identity and emphasise unity across their campaigns as a result we are using our own hashtag of #confidenceinacan so we can produce brand identity across the platforms. Diet cokes brand identity heavily focuses on being recognisable silver can, specific font and striking bold red colour, fro this reason we shall take inspiration and make a striking colour scheme and make our can recognisable for customers.
Risk assessment
Merit
Billboard:
One of the reason we chose to promote our campiagn on. Billboard is due to attracting a mass secondary target audience, this is due to Billboards being in big popular areas this means people who are walking by who would not necessarily be interested in our drink can be introduced to something new. If people are walking to work on their daily commute they will be more likely to read this billboard and be inter tested in trying our drink, this is perfect for our secondary target audience as they working age and are more likely to read the billboard and want to consume our product. We have chosen to use icons of strawberries, laces to allows the audience to understand the flavour of the drink and intrigue them. The billboard will also include our hashtag so the audience will be able to know what we intend the drink to give them which is confidence. We have used a colour scheme of red, gold and blue this links to confidence and passion as well link to a typical wizard outfit colours and what our wizard in our billboard will be wearing. In the billboard the wizard is riding the can in the ocean this conforms to our hashtag of confidence in a can as the drink is giving the wizard the confidence to ride the waves and its fun and comedic for the target audience of 16-18 year olds. The location of this advert is imaginary and therefore comedic as it is unrealistic to have a wizard riding a can on a strawberry laces’s ocean and as a result appeals and entertains the target audience.
Social media Tik Tok Advert:
One reason we choose to promote our campaign on TikTok is due to its popularity, TikTok is extremely popular among the Gen Z age category so this s extremely successful for our campaign in order to reach our target audience. This TikTok advert will appear on a range of different peoples feed this means not only. The target audience will watch the advert but also a whole range of different ages, races and classes this means we can interest a mass audience which will increase our brand awareness. In this advert we will recreate viral day in the life TikTok as these videos always get millions if view, like and comments which will increase our brand identity and following. The TikTok video will include our can all the way through the video as well as the wizard and other elements of the iconography to allow for a greater brand identity and awareness so the audience know what the product looks like so they can identify in shops and consume the product. We also used a voiceover within our Tiktok advert this promotes our campaign as it tells viewers what the drink can do for you and give you the confidence to finish your work it also convinces audience to go and purchase the product. In the social media advert the colour scheme used is reds and pinks this links directly to the drink and the logo as not only the drink is red coloured but also the logo is as well this shows a consistency in brand identity.
Video Advert:
One reason we chose to promote our campaign as a video is due to the wider understanding of the product and what it consists. This video allows the audience to understand that the drink is strawberry lace flavoured, that it is targeted at older teenagers due to the people acting in it and that the main aim of it is confidence. People will also be able to understand that the main aim for our campaign is that the drink gives you confidence, this campiagn encourages you to be who you want to be and own your uniqueness and be confident in who you are. This advert will be seen on Tv which will engage an older audience who may be interested in a new sweet fizzy drink and also be seen on YouTube adverts which people will not be able to skip ad therefore people are more likley to watch the advert and then be convinced to go and try the product. By Harrison strutting down the bridge it is inviting men to show off their feminine side, this will allow teenage boys to feel confident to show off their feminine side, through the use of him kicking his legs it shows a positive action which shows he is happy and confident about himself which links to the hashtag of confidence in a can.
Distinction:
The deformation act states that people must avoid making defamatory statements which could lead to libel cases. Slander is spoke and libel is written which could cause harm and or offend readers. This links to our advertising campaign as within our static advert we must make sure we do not write anything that could offend anyone who read it and also our video adverts we must ensure that what we say in the videos to not offend or harm anyone. If we offend anyone it would lead to a negative representation and a bad brand image and therefore loose revenue and less people want to consume and buy our products.
The data protection act is the safeguarding of sensitive information from data loss or corruption and control access to information relating individual people. This links to my advertising campaign as within the advert especially on TikTok and YouTube people will be able to like, comment and follow this means people will be suing their personal accounts to interact with our campaign, as a result we will have their personal information. This is important as I need to make sure no personal data is withheld of people who comment, like and follow. I will overcome this by making sure all personal data is only help if it is completely necessary to do so otherwise it will be discarded. Any necessary information will be very secure with only very limited amount of trusted pole will have access to.
The intellectual property act provides legal protection of copyright, patent, design rights and trade marks of your own work. This links to advertising as all the content we create within the static as well as the video and social media advert I need to ensure none of my work can be copied. This is very important as if I don’t trade mark and copyright my work people can take it and make replicas of my advertising campaign which would mean all of my hard work is stolen and I will loose fans and revenue. I will overcome this by registering my work for my campaign so it cannot bee used for another campaign.
Ethical Issues:
I need consider that I protect the interests of people such as those from minorities and or people who are vulnerable. This links to my advertising campaign as we will include background actors of people from all races and religions as this will make anyone who comes across our advert feel welcome. This is very important for our campaign as I want to make sure that I don’t offend anyone as this will give me a very bad reputation. I will overcome this by no pointing out cultural differences and by including people from a range of different backgrounds. I will also get my editor to check over all articles to double check work is appropriate and doesn’t offend.
Due to my age group being 16-18 years old I need to make sure all content is age appropriate. This links to my advertising campaign as this is my primary target audience and I need to ensure that it is suitable for all ages in that age range. This is important for things such as highlight traumatising and sexual content as 16 year olds should be exposed to highly mature content. I will overcome this by having age appropriate content within the video and the static as I don’t want to loose fans and get a bad reputation. I will also have my editor as well as myself double check all images making sure they’re appropriate for my primary target audience for 16-18 year olds.
I also need to consider advertising a very fizzy drink to the consumers. This links to my advertising campaign as in the generation there has been a rise in the awareness of unhealthy food and the discourage against advertising and encouraging people to consume unhealthy food. This is important as my campaign focus on a sweet fizzy drink. I will overcome this by stating that the drink should be a treat and only had on special occasions, this way I can still advertise my drink and also make people aware that this drink shouldn’t be consumed in large amounts. This will also make the drink feel special as it should only be had on special occasions or once a week and people can therefore look forward to it.
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