Evaluate the adverts (U20: M3, D2) Task 8
Learning Outcome 3 (U20): Be able to produce the planned media components.
M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors.
Slogan:
We felt the slogan we used in our magazine "One sip is the extra hit" was extremely catchy, and extremely likely to find a place to be remembered in the consumers brain. Many soda brands use extremely catchy slogans within their whole marketing campaign, because they are proven to increase product awareness and the overall revenue created from the product. For example, Budweiser used the word "Whassup" in order to raise awareness for their campaign. This made the phrase known throughout England for the Budweiser beer, which raised the awareness and success of their advertising campaign. We used our slogan throughout every different media platform to maintain a consistent image throughout our campaign.
Whasssuppp!! Budweiser campaign photo (google images):
Colour:
For our marketing campaign, we used bright colours within the background of our adverts. For example, Pink and Green were used consistently. We made the decision to do this because we wanted our adverts to be able to catch the eye of our target audience with just a quick glance. This was used because when someone drove past a billboard at high speeds, or flicked through a magazine quickly, they were able to gain the knowledge that it was our advert, without seeing the logo. As well as this, we used these colours in order to make our brand image appeal to both genders. This expanded the variety of customers we had purchasing our drink.
The Moodboard we created inspired us to use these colours because it gave us research on what colours are profoundly used for the sports industry, which benefited us in a way that we could become a unique brand, however still targeting customers competing in the sports community.
Imagery:
The sports imagery used in our campaign was crucial for our target customers to understand what the drink is meant to be used for, as well as the benefits that come along with it. For example, in our advert we used a girl wearing gym clothes and blowing a kiss towards our can to portray the message that, our drink is something the consumer will build a connection towards, as well as advertising the use of drinking it in the gym or for sports use. As well as this, we were able to use the visualisation diagram to plan, as well as create the design we wished to have for our adverts.
Social media:
We consistently included our social media links throughout our campaign. This gave our target customers an accessible way to find out more about our brand, as well as the product we sell. As well as this, it is an extremely easy way to form a connection with our customers, therefore increasing the number of loyal customers the brand has. Social media is used throughout almost every advertising campaign in the modern era. This Is because it is an extremely efficient way to raise awareness of the brand and break into the gaps in the energy drink industry. We used previous marketing proposals to ensure we had a sufficient amount of research to carry this out in the most efficient way, and avoid certain mistakes that previous campaigns made.
Price:
We decided that our energy drink will cost 50p because we wanted to make sure our drink was affordable for a large variety of customers. This allowed us to expand the variety of consumers that are able to purchase our drink because we want people to know that we have certain Morales in our brand to promote more people getting active and following their passion to get in better shape, or compete at a high level of sport. Within our magazine advert, we advertised our price in a bold font that will stand out in order to showcase that our drink is available and affordable for everyone to purchase. As well as this, because our price is extremely unique, it will be able to find a place in the consumers brain to be remembered extremely easily.
Carter soft drinks logo:
We placed the Carter soft drinks logo in the corner of the magazine advert to show that our drink was created by this large brand. Because Carter soft drinks is extremely well known, it shows our target customers that our drink is extremely professional, and a large amount of development and research has been put in to making it. As well as this, we wanted our drink to take the main stage of the advertising campaign, so we placed the Carter soft drinks logo in the corner so the consumer can focus more on the drink itself, rather than the brand that created it. Many companies use this technique when promoting their products. For example, Cadburys have been known to do this within all of their marketing campaigns when releasing a new type of chocolate.
Carter soft drinks logo:
Cadburys Advert (Google images):
Billboard:
Slogan:
The slogan used in our billboard "One sip is the extra hit" is the same as the slogan we used throughout our other platforms. We did this to ensure that our potential customers can easily recognise an advert from our brand, as well as we wanted to keep a consistent image throughout our campaign. As well as this because our slogan is extremely catchy, our target customers will be able to remember the brand and adverts with ease. We took a large amount of inspiration from Fanta. They used the slogan "What the Fanta". This slogan was extremely interactive and created an excitement for all of Fanta's target customers. This grew the awareness of the campaign because many people were taking their opinions to twitter on what drink they liked the most and what flavours they thought the drinks were. Throughout our creation of the slogan, we discussed that we wanted our target customers to have an excitement like how people did within the Fanta campaign.
Fanta advert sourced from Google images:
Colour:
Imagery:
We used imagery in our billboard because we wanted to emphasise to our target customers that this drink has features that will benefit them in a sports environment. On our billboard, we used a picture of a girl in gym clothing to portray the message that we are aiming outdrink towards people that are active, go to the gym, and play sports. We took inspiration from Red Bull's campaign "Red Bull give you Wiings". This is because their slogan and billboard both show that the drink is aimed at giving the consumer physical benefits. The Red Bull campaign was extremely successful and was seen as one of the most successful campaigns in the 2010 era.
Red Bull gives you Wiings advert (Google Images):
Layout:
The layout used on our billboard was extremely simple and consistent in the fact that, the information about our drink was always kept extremely clear, and the benefits of the drink were presented in a way that is easy to understand. As well as this we used images of people playing certain sports and being extremely active to portray the message that our drink is meant to be used for sports. As well as this, we have information about our social medias and QR codes all to one side. By putting this information together, it is easier for the audience to understand and remember this information. This will allow them to research us and find out new and interesting information about the new drink and the brand itself.
Social media:
In bold writing on our billboard, all of our social media links are stated In order to use a repetitive method of writing so the consumer will understand and remember what to type in online. We included all social media platforms including, snapchat, Facebook, twitter, and Instagram. This is because each social media platform has different types of users. For example, Twitter is used more for people to voice their opinions and share their thought, while snapchat is used more for young people to talk to each other online. We also included a QR code which will direct our audience towards our social media. This will raise the awareness if the drink by increasing our following online.
Price:
On our billboard, our price is in a bold font in order to highlight that our drink is affordable for every type of customer. We also used a green bubble to highlight the price because this will catch the eyes of people driving past, therefore they will be driven to look and think about the price of our product. This technique of advertising will attract more customers to buy our drink, rather than purchasing another drink. We were inspired to do this by analysing a billboard for the Ford Edge. In this advert, the price of the car is highlighted in bold writing, as well as on a green background. This stands out massively on the billboard and will drive more customers to consider purchasing the car.
Location:
The location of our billboard was in a location with extremely high footfall. This means that we wanted the billboard to be in a position where many people would drive and walk past. As well as this, we wanted to make sure that the people viewing our drink is our target customers. This meant we had to place the billboard within an area with many new shops and places with activities that young active people would attend. As wells this, we had to think about the cost of placing the billboard in a expensive location, and think about how beneficial it would be to place in more high end areas, compared to other areas.
Video advert:
Edits:
The edits we used in our video advert were straight cuts. We used these straight cuts in order to create naturalism. A straight cut is when one shot suddenly ends and the next shot quickly comes onto the screen. This creates a natural feel to the video, as well as order of what is happening in each scene. Within our video advert, we used this type of shot to emphasise the benefits of the drink. We took inspiration of this type of editing technique from the Pepsi Max commercial in 2009. Within this commercial, They used straight cuts to emphasise the benefits the drink has, as well as using the advert to tell a story of someone using the drink to get a job at an interview. We used the storyboard we created to plan our video advert, as well as decide which type of shot and angle we were going to use throughout.
Voice over:
The voice over we used in our video advert was included because we wanted our target customers to remember our slogan that we created. By using a voiceover, it will make it easier for our customers to remember the voice over, because we used an actor with an extremely catchy and memorable tone. This would make our target customers think about our drink more and more and they will grow a curiosity into what it tastes like. This will lead to our target customers being influenced to purchase our drink, as well as inspired to become active and do exercise while drinking it. We took inspiration for our voice over from the Red Bull Gives You Wings advert. This is an extremely famous and memorable advert, therefore we used a VoiceOver to try and replicate the awareness that was gained from the Red Bull advert.
Use of music:
The music we used created a happy relation between the viewer and the advert. This is because the music was extremely positive and will raise the moods of viewers when they aren't feeling in the best way. As well as this, the music we used is extremely unique and recognisable. This means that when our target customers have the Tv on in the background of their home, they will constantly be reminded of our drink. This will drive these customers to give in to our campaign and purchase a drink from their local store. The song we used is called "Think of You". This is an extremely well known song and it represents a happy feeling that people have when they listen to the song. This song is already extremely popular and has been used in other campaigns. We took our inspiration from the Just Eat advert which used Snoopdogg to heavily influence the advert. Snoopdogg created an extremely memorable and catchy song for this advert which created an effect where many people had it stuck in their head. We wanted the song from our advert to have the same effect the Just Eat advert had.
Different shot types:
We had the options to decide which shots we wanted to use and for which parts of the advert they would be most beneficial. An example of this would be that we used the close up shot to show the determination on the actors face after having a sip of the drink. This certain shot emphasised the beneficial impacts the drink has on the consumer. As well as this, we used a variety of different shots to maintain the attention of the viewers. We did this by using medium, and long shots, as well as mid shots and wide shots. The planning documents we used to plan the shot types was the shot by shot list and the storyboard. Both of these gave us the benefit of deceasing how long we wanted each shot and what type of shot we were going to use.
Slogan:
The slogan we used in our video advert is extremely easy and simple to remember. This is because it is extremely catchy, as well as memorable. This means that our target customers will always be thinking about our new drink, because they will have our slogan stuck in their head. This will influence many potential customers to purchase our drink because they will have a constant reminder to do so. As well as this, our slogan emphasises the benefits that the drink has on the consumer. We also kept our slogan consistent throughout the whole campaign in order to make our brand easier to recognise to people that are hearing about our brand for the first time. We took inspiration for our slogan from the Budweiser campaign where they used the term "Whassuuuup" which went extremely viral and became a key element of why Budweiser have the awareness that they have today. We used the storyboard to plan the slogan, because we were able to plan when and what then actor says at certain times. Because of this, we were able to fit the slogan in to match the advert in perfect time.
Company Logo:
We used the company logo throughout our advert in order to grow awareness for the brand. This will make our logo extremely recognisable, as well as raise a huge amount of awareness for the brand. As well as this, using our company logo in our adverts will allow the target customers to recognise their drink when in the store. Throughout our advert, we show the company logo on the top corner of our advert. This will give the customers time to read it and understand the meaning of the logo and what it shows about the brand. We took inspiration of this from the Mcdonalds video advert, because their brand has a huge amount of awareness and this is one of the techniques they used to get to where they are today. we used the Storyboard in order to plan this element of the video advert.
Social media:
Our social media links were shown towards the end of the advert so the viewers could concentrate on what was going on in the advert, rather than trying to read the social media links. By having them at the end of the advert, the viewers are able to take their time and memorise our name so they can research us on social media. This will allow many of our customers to learn interesting facts and figures about our brand which would attract many new customers to go and purchase our drink from the shop because they have heard all about it online. This is an extremely popular advertising technique that is used in many video adverts. We used the Storyboard in order to plan this certain type of advertising, as well as making a decision on where it will be most effective.
Storyboard:
Moodboard:
Shot by Shot list:
D2 (U20): Demonstrate how the technical and aesthetic properties of the media components meet the client brief
It's extremely important that Phizzwizzard have met the requirements of the client brief so they can achieve the most successful campaign possible. For example, its extremely important that we include the name of the company, Carter soft drinks. On both of our billboard and magazine adverts, we included the logo in the top corner, as well as including it in the video advert as well. Because Phizzwizzard is affiliated and created by Carter Soft drinks, it shows that a lot of research and development has been placed into the creation of the drink, as well as it shows the safety that the drink has been handled with. This is why it is extremely important for Phizzwizzard to promote that they are affiliated with Carter Soft Drinks. We also managed to stick to our plan because we managed to follow the visualisation diagram which included the logo in the top corner. This diagram gave us a better idea on how to design the advert, as well as what to include and where.
It is also extremely important that we kept the same name that was on the client brief. This name is "phizzwizzard". This is extremely important because we need to keep a consistent image in order to ensure our customers can maintain a positive image of our logo. As well as this by using the same name in the client brief it will provide a strong corporate image to our target customers, as well as maintaining an easy way to recognise the brand. We met this requirement on all platforms by using our storyboard to plan the best way to do this efficiently.
On our client brief, it stated that it's extremely important to maintain the colour of the drink. We made sure this was completed by using a moodboard which was designed in a consistent red colour. Making sure the drink was Red was a huge deal because it is an extremely unique colour for any type of sports drink available. This is a USP which we can use to attract other customers, as well as compete with other high end sports brands. As wells this, we have met the requirement of the brief by using the mood bard which gave us a strong idea of what house colours we wanted to have, and what type of colour will improve the success of the campaign.
It is extremely important that we met the requirement of selling our drink in a can. This is because we promoted our drink throughout all of the platforms in a red can. This allows all of our customers to easily recognise our drink when they enter a shop or store, as well as if they see an advert of ours on TV or a billboard. Many other brands, for example Coca Cola and Pepsi, all sell their drinks in cans. They have been extremely successful and have proved that using a can has many benefits. These benefits include making the drink easier to recognise because the brand can cover the whole can in advertisement, as well as their house colours and logo. As well as this, cans are enjoyable to drink out of, and attract many new customers to try the drink. We used a moodboard to plan out what colours we will use, as well as a rough representation of what our can will include on it and what type of design and style it will be.
It is extremely important that we met the requirement of making our drink attractive to the retro 30 year old audience of today. This audience will be extremely enthusiastic to try new drinks that Come onto the market because ever since they were young, they have had a joy from eating sweets and fizzy drinks that may taste similar to our drink. This will create a huge interest into our drink, therefore gaining a large amount of attention and publicity towards our drink. This will make our campaign extremely successful because the main goal of marketing campaigns is to gain awareness for the product, and we have done this extremely successfully. We used the pre production mood board when planning this requirement because we wanted to make sure we fulfilled our goal of using a retro colour way that would appeal to our older audience, as well as the young audience.
It is extremely important that we focused in targeting our brand and drink towards the major audience of 13-18 year olds. We managed to meet this requirement by using house colours that appeal to both genders. These colours will expand our target audience, therefore increasing awareness for the brand and drink. We also used other features that appeal to this age group. For example, we connected our social media to all of our adverts. This gave young users the chance to learn more about the drink, as well as research and follow the brands journey through success. We also used a QR code for young people to scan on their cameras. This made the campaign extremely interactive with our target customers, therefore raising awareness for the campaign. We used the moodboard to choose certain colours that will appeal to both genders in this age group. This will make our drink extremely popular and will increase the success of the campaign.
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