P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
Phizzwizard Advertisement Campaign Proposal
Aims and objectives
Phizzwizard is the name of a new product established by the already existing company Carter Soft drinks. The products flavour resembles the taste of strawberry laces and contains no sugar what so ever.
The aims and objectives of the campaign is to advertise the release of a brand new product named Phizzwizard, a strawberry lace flavoured fizzy drink which will contain no sugar whilst still maintaining its sweet fruity taste. The product is aiming to be a healthier substitute to popular fizzy drinks such as Tango, KA or Mirinda. Carter Soft drinks want the campaign to be retro themed to attract a wider age demographic and target audience.
Target audience
The drinks primary target audience is a retro audience aged 30 or above, who first drank fizzy drinks from cans back when they were younger. This is the type of audience which would appreciate the retro house style of the product more so than other age demographics. The campaign is also looking to target a major audience of young people aged between 13-18, who have grown up with and drank popular fruit flavoured fizzy drinks such as Tango, Fanta and KA.
Key messages and purpose
One of the key messages of the campaign is the sugar-free aspect of the product. The campaign aims to educate young and mature audiences that tasty fizzy flavours (such as the one of Tango) can still be achieved whilst using a less unhealthy and more natural set of ingredients. This can be used as a unique selling point as it will promote healthy eating which will certainly be admired by parents and the general media, giving Phizzwizard a significant edge over its competitors.
Another key message we want the campaign to propose is the idea of bringing back nostalgia from the late 20th century. The campaign should have a retro house style which will have a reminiscent effect on the primary age demographic hopefully attracting them towards our product more so than similar products already on the market. The idea of returning to ones youthful past will also allow us to bring the two primary target audiences together and essentially centre the marketing material of the campaign around them as if they were one collective.
Call to action
In order to make the campaign catchy I want to make a call to action which will be easily remembered whilst still being relatively original. The call to action that I've came up with is #PheelThePhizz, the social media hashtag will allow users to tag it on Twitter or Instagram; which will certainly reach the younger generations aged 13-18 and a good chunk of the mature audience. This is good as each consumer that uses the hashtag spreads the campaign further amongst friends and family online, which in turn will spread the campaign to their friends and so on. An additional benefit of this method is the fact that social media promotion is completely free, meaning there is next to no drawback of including it in the campaign.
Media Choices
In order to advertise the new Phizzwizard product, I want to create a cross media campaign which considers advertising the product across different methods in order to draw in a wider audience. To do this to the most effective standard we must first consider the benefits/drawbacks of each type of media.
Poster - I want to create a poster as part of my multi-media campaign which will be placed in various public spots around cities in the UK. A good spot to place a billboard would be bus-stops, this is because buses are frequently used by the younger generations who may take the bus to school or work, therefore the ad will be frequently seen and get stuck in the viewers head. Posters are visually based, meaning the design team can use various techniques such as visual hierarchy in order to make the final product as attractive as possible; this is much easier to accomplish than on a billboard as posters allow a mixture of large bold titles to draw the viewer in and small details in case the viewers wants to look into the print a bit more.
Billboard - Continuing the evaluation of print media, a similar medium we should consider are billboards. Billboard's are an effective form of advertisement thanks to their large (in some cases even gigantic) scale, which significantly increases its visibility from long distances, allowing them to be viewed by a mass public audience in locations such as in a city centres, motorways and main streets. The placement of billboards will allow the product to be seen in significant social locations whether it be by relatively local viewers or simply one which are passing by. Placing a Phizzwizard billboard e.g. on a highway entering a big city will at least sub-consciously register the product into the heads of regular vehicle drivers and passengers entering the city.
TV Advert - Going away from print media, a different media sector to consider would be broadcast marketing such as a TV advert. TV adverts on average last within 15 to 30 seconds and are regularly presented in commercial breaks on TV channels, their frequent repetition also allowing them to be remembered by the viewer. The great thing about using TV adverts is the fact that we can target different age demographics depending on the broadcasting channel we choose to use as a means to show off the product. For example, we can target younger audiences by advertising the drink on channels with a lower average viewer age such as CBBC, or young adult to middle-aged audiences through ITV or Dave. Alternatively, if we don't want to target any specific age group and instead focus on a general audience general broadcasting channels such as BBC1 can be utilised. Another benefit that TV holds over print-based media is it's audio-visual options. TV gives the advertiser the ability to utilise voice-overs, dialogue and animation in order to create a more free but still information packed pocket of marketing.
Social Media - as mentioned before, a marketing technique we definitely want to utilise is social media advertisement. Social media is the perfect opportunity to use the hashtag #PheelThePhizz as a means to link all the marketing material together in one accessible space such as a product Twitter account or a fan page. Different social media platforms such as Twitter, Facebook and Instagram are where ninety percent of our younger audience is going to be located due to the internets popularity in todays society, allowing us to create audience engagement between the campaign/product and the online users. Additionally, we can also use social media influencers in order to bring in an even larger audience. The plan would be to pay internet influencers such as YouTubers or Instagram models, in order to advertise the drink using the allocated hashtag. This would act as a sort of endorsement, where the brand posts animations or announcements or social media using the influencers identity whilst the influencer promotes the product in their work e.g. sponsored Instagram post or the start of a YouTube video. We would also provide the influencers with some sort of incentive/reward which they can give away to their fans; most popular rewards in the modern day include online discount codes and vouchers.
Content, images, mood-boards and diagrams
In order to get an initial rough idea of the campaigns presentation and its aesthetic theme, I went ahead and created a simple mood board featuring some imagery which may prove helpful as a starting point in the creation of the advertising material. The mood board below helps us visualize the proposed product and campaign, by presenting some key ideas which might be taken into consideration when designing posters, billboards, social media posts and TV adverts. Some of the key themes we are thinking about are a retro arcade theme combined with a modern font, neon colours as well as a retro atmosphere which may be composed of iconic pop culture visuals and games arcade themes... this is to guarantee that nostalgia and reminiscence we want the audience to experience.
 |
| Poster rough sketch/diagram |
 |
| TV advert main scene rough sketch/diagram |
Scheduling and key dates
In order to make the campaign as successful as possible, we want to make sure that the timing of release of certain advertising mediums. We want certain parts of the campaign to compliment each other well, and make sure they are timed accordingly to fit into the universal calendar as well as plan ahead to common event or schedules which the target audience may have coming up. We are hoping that the planning stage is concluded half way through December. The filming and photoshoots should begin before the Christmas holidays and finish after new years eve (start of February at the latest). This will give our graphic designers and video editors time to create the promotional material until mid spring. The marketing campaign should officially launch in late spring, to create pre-release excitement and anticipation for the product. This can be accomplished through a simple teaser social media trailer or something along these lines which will additionally create social media 'hype'. The rest of the campaign should build up to the drinks release around June/July, and carry on promoting the product after it's release. I've decided that the start of the summer season would be the best moment to release the product due to the hot weaver and demand for cold, soft-drinks. Phizzwizards attribute of being sold exclusively in cans will make the drink more refreshing and easily storable in the hot weather conditions.
A summary of planned key dates:
Distribution methods
In the interest of selling the campaign and the advertised product, we want to contemplate a variety of distribution methods with the intention of reaching as much of the primary target audience as possible. The no brainer here is definitely direct retail which means distributing the product through supermarkets, gas-stations, kiosks and other types of shops, this is definitely the most common and traditional way of distributing a product meaning it will reach a lot of consumers. Another method we want to utilise is online delivery services such as Amazon or Deliveroo, to make sure people who are not able to travel to buy the product, still have the opportunity to do so. We also want to strategically select marketing channels and platforms such as YouTube, Instagram or Twitch and sell the product with the help of influencers who will be responsible for simply directing their audience to Phizzwizard. The more distributive methods we can utilise, the more accessible the product will become, therefore increasing it's popularity and improving its brand identity.
Resources and personnel
To accomplish creating a sophisticated campaign, the team must hire a set of various professional personnel and resources to work on various stages and components of the cross-media campaign. We most certainly will need some photographers and photography equipment such as cameras, tripods, lighting etc. whether it would be to take some primary photographs to use in our posters, or photographing the product itself, we will certainly need a bank of images for our designers to work with. We will also need certain personnel and equipment depending on the type of advertising media we're gonna be working on. For print based media such as posters and/or billboards, we will require some graphic designers as well as graphic editing software such as Adobe Photoshop and Illustrator. On the other hand, TV adverts can't be made without a camera crew, video directors, video editors and potentially some make-up artists if we want to have models such as social media influencers.
Comments
Post a Comment