P3 (U20): Create the pre-production documentation for a cross media advertising campaign
Pre-production documentation and research Research into competitors With the objective to make an efficient advertising campaign we have decided to research into similar products and their advertising campaigns to see what makes them successful as well as to make sure our campaign is unique. The fizzy drink market already has a lot of firmly planted brands competing for sales, therefore it's important to see what makes them successful as well as what could be improved. Coca Cola - Share a Coke Share a Coke is a multi-national cross-media campaign advertising the Coca-Cola soft/fizzy drink. The campaign was constructed in response to a fall in coke sales amongst younger generations, and thus the objective of the campaign was to utilise audience engagement in order to bring mentioned sales back up. The entire campaign was centred around customers finding their or family members names on a coke bottle (essentially names that held personal meaning to them), and upload pictures of...