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 them online using the #ShareaCoke hashtag on social media. The campaign was very successful due to a number of reasons; such as connecting with the customers on a personal level, and them being prompted to create online media content. This put the control in the customers hands and gave them the feeling as if their lifestyle was the centre of the narrative. The campaign attracted a wide audience demographic, printing a variety of labels with common names from America, Spain, Poland, China etc., whilst slightly leaning towards younger generations by establishing a large chunk of the audience engagement to be focused on social media; where majority of the Millennial and Gen Z customer-base is located. A major problem that the campaign encountered was some consumers with not being able to find a Coke bottle dedicated to them, or perhaps a friend or family member; leaving consumers underwhelmed and potentially offended in some rare cases. Coca-Cola responded to this by giving buyers the option to create their own coke bottle online, and while it defeated the 'scavenger hunt' aspect to the campaign, it provided a satisfactory solution to the issue. In terms of the aesthetic look and house style of the campaign, Coca-Cola went with a primarily simple red and white colour scheme which reflected their brand and the ideas behind it. The fonts were also very modern and simple, prioritizing clearness and simplicity over quirky designs; in order to maintain effective communication with the consumer.

Sprite - Obey Your Thirst

In the summer of 2015 Sprite released their USA based Obey Your Thirst campaign. The campaigns primary focus was to utilise hip-hops rise in popularity amongst the Gen Z generation as a mean to increase the brands popularity and create a more recognisable brand identity. In fact, the campaigns main theme is personal identity, selectively picking rappers such as Drake, The Notorious B.I.G, Nas and Rakim to work with and release 16 limited edition soda cans with their lyrics featured on the side. Sprite carefully picked this combination of artists as they all share the feature of incorporating renowned personal story telling within their music, despite the peak of their popularity taking place in different time periods. This way, Sprite is targeting multiple generations of music fans who would've grown up listening to one of these artists, establishing a personal attachment to the rapper or even one of the lyrics printed on the cans. Alongside the cans, the campaign featured TV commercials, posters, social media marketing as well as a 4 episode mini documentary series giving prominence to artists from different corners of the US + Canada telling their own personal stories and the struggles they faced along the way. Sprite requested that Nas and Drake be included in the series to draw in more eye balls from the general public, whilst the Fader was asked to bring in two up and coming artists who are not yet house-hold names to establish a stronger connection with their hardcore fans as well as the underground hip-hop scene as a whole. The campaigns house style can be described as an amalgamation of old-school and modern hip-hop's aesthetic look, featuring typography which looks like its been taken out of rap album covers ranging from the 80's to present day. The printed material features a lot of clean monochrome graphics creating a sense of nostalgia accompanied by an abundance of negative space which keeps the attention on the artists and their stories. most notably the colour green which is the brand's signature colour can be seen all the way throughout.

Pepsi Max - LOVE IT. LIVE IT. FOOTBALL.

March of the year 2018, Pepsi announced its global campaign LOVE IT. LIVE IT. FOOTBALL, just in time for the 2018 UEFA World Cup. The brand brought together five of the worlds football superstars in a series of promotional material including a TV commercial released in over 60 countries, limited edition cans and a total of 6 of stylized artistic posters, one for each footballer and an additional poster portraying Dua Lipa who performed at the 2018 World Cup opening ceremony and the Final. The 5 athletes include Lionel Messi, Dele Alli, Marcelo, Toni Kroos and interestingly enough Karli Lloyed who is apart of the grand image with the intention to bring in a larger female audience, and American consumers in general.

The main TV commercial features the 5 athletes performing a 'kickabout' using balls covered in the brands Pepsi-blue paint. The campaign was also a part of the larger 'Summer of Football' campaign organised by Pepsi Co. utilising their remaining brands such as Doritos and Walkers in order to tap in to the football summer season excitement, advertising prizes on crisp packets and Pepsi bottles which gave the consumer a chance at winning various prizes online such as a Smart Ultra HD 4K TV or coupons for a free crisp packet or Pepsi can; giving the company an edge over their competitor 'Coca-Cola'. Cleverly the campaign made sure to feature football start recognisable in different parts of the world, for example the USA, Spain, Germany, England and South America as whole... as well as arguably the best football player of all time Lionel Messi catching eyeballs from all corners of the world. The house style is focused on eye-pleasing graphics depicting icons associated with the sport and patterns from various cultures, which are of course painted in the recognisable red, blue and white colours. This can be a way of Pepsi cleverly telling the viewers that the sport and Pepsi itself share it's global reach and popularity.

Research into Media

KFC advertising their Zinger
burger next to a bus stop

Poster - Posters are still printed images which are more often than not included in a campaigns media mix. As opposed to TV or Radio, posters gradually attract viewers over longer periods of time, strategically being placed in public transport entry/exit points such as bus stops and underground stations, or other commonly visited public locations such as corner stores or shopping centres (somewhere where the product can easily be accessed). Whilst some posters are more successful than others, over the years advertisers and graphic designers have developed a good understanding of what makes an eye catching and communicative image. This is thanks to various advertising conventions such as the visual hierarchy theory or colour theory which are often applied to posters with the thought of appealing to a persons human nature. Posters are also one of the most affordable forms of advertising in proportion to their volume and reach, and their versatility allow customers to act upon whatever is placed upon them e.g. a call to action.

@Wendys interacting with customers

Social Media - With the immense rise of the internet over recent decades, social media has seen a gigantic growth in viewers and advertising opportunities. Social Media advertising refers to both social networking sites and social bookmarking sites and consists of blogs, video sharing sites such as YouTube or Twitch, microblogging platforms like Twitter, Facebook, LinkedIn etc. as well as the recent social messaging apps such as Snapchat or Tinder. Social Media is almost a no-brainer to include in a campaigns media mix, due to it's ability to establish relationships between the customer and brand/product. A great example of this is the Wendy's Twitter account, which is known for interacting with customers in a blunt and humouring manner as well as holding public conversations with it's competitors. Of course, social media offers one of the widest potential reaches, additionally providing viewers with a tool to share the product with friends and family instantly. The most basic social media campaign costs next to nothing in order to properly set up, needing as little as hiring one person to run each platform. If the advertiser desires to invest more time and effort into this medium. social media also provides a lot of options for just that. Platforms such as YouTube, Twitch or Twitter are filled with internet celebrities and social media influencers which are often more than glad to go ahead with a sponsored video or post. This also allows advertisers to target certain demographic more easily; for example: a brand advertising a new makeup product might pay a make up artist such as James Charles to promote their message, whereas a new mobile game might ask a professional eSports player and Twitch streamer xQc to perform a sponsored stream. Brands can even take is as far as to organise or partner with a multi-stream sponsored charity event.

pogchamps3 is a Twitch charity event presented by Grip6 and partnered with the brand Guayaki. Multiple streamers and celebrities act as participants which bring in a
mixture of individual niche as well as general audiences

TV Advert - Television is one of the most commonly used mediums in advertising due to its ability to reach a large national or regional audience in a short amount of time. TV is also an audio-visual medium, which allows the advertiser to convey their message using sight, sound and motion... which leads to a more effective method of selling products. If a TV advert is done right, similar to a movie it can stick in the viewers head for longer periods of time and potentially go viral in the specific region or country. Some TV adverts which are organised by large brands go as far as to cementing themselves in global pop culture such as the Christmas Coca-Cola lorry. The main disadvantages of TV advertising includes it's potentially high cost if the advertiser wants a high quality picture, which itself comes with a lot of monetary risks. TV adverts are also temporary, which means that more often than not the viewer has to see them multiple times with the intention of making any sort of impact (especially due to the fact that most TV commercials have a runtime of less than 30 seconds). In fact, most TV stations entice the viewers to leave their seat during ad breaks, which can lead to the advert not being viewed at all as opposed to something like product placement.

New York's Time Square

Billboard - Being the posters bigger cousin, billboards allow a marketing message to be viewed physically across long distances in key locations. This often includes city centres with a large amount of pedestrian and car traffic as well as near city entry points such as highways or train tracks. Billboards convey their message exclusively through the viewers sense of sight, and although the lack of motion might seem like a disadvantage, it does make the message viewable for longer periods of time as opposed to something like a TV advert or social media animation. The biggest disadvantage of billboards involves their cost as well as the lack of pinpointing any specific audience. Advertising niche products on billboards is practically useless as their viewability is more suited to a general audience.

TV treatment

The Phizzwizard TV commercial is going to be located in the arcade on the bottom floor of the Galleria in Hatfield, Hertfordshire. The advert is going to last around 25 seconds to acquire the best balance of detail whilst retaining the viewers attention. The commercial is going to have a lot of colourful lighting because of the settings large amount of LED lights in order to attract the younger audience.

I have created a storyboard explaining some of the shots in the TV advert

Location Recce

Location Name:	Onslow St. Audrey’s Secondary School
Location Address:	Old Rectory Drive, Hatfield, AL10 8AB
Location Photo:
Notes:	Location for photo and video shoots

Potential Issue	Actions to overcome
Pupils moving to and from various locations around the school	Set up away from busy paths and hallways
Bad weather	Make sure to bring a pop-up gazebo if outside or stay inside
Trip hazard in the form of cables	Keep cables on the ground and make sure there is enough space to move
Vehicles	Keep equipment away from the road, be mindful of vehicles
Noise	Decide time in advance, arrive when the location is least busy
Spaces unavailable	Ensure that appropriate indoor spaces are booked in advance

Location Name:	The Galleria
Location Address:	Management Suite, Comet Way, Hatfield AL10 0XR
Location Photo:
Notes:	Location for video shooting Equipment to be set up near primary filming spot AKA the arcade on lower floor of shopping centre

Potential Issue	Actions to overcome
Very loud noise	Filming will take place after dark, sunlight isn't necessary as the shoot will take place inside
Electricity faults	Make sure all crew members are taught safety procedures when dealing with electric equipment
Trip hazard in the form of cables	Keep cables on the ground and make sure there is enough space to move
Flashing lights (Arcade)	Check crew members for medical conditions such as epilepsy, keep away if necessary
Noise	Make sure crew knowns the locations of fire exits and assembly points
	Ensure that appropriate indoor spaces are booked in advance

Risk Assessment

Work Plan

*Task*	Duration	Start date	End date
Planning	21 days	17/11/2020	8/12/2020
Photoshoot (Poster + Social Media Animation)	5 days	9/12/2020	14/12/2020
Poster creation	7 days	15/12/2020	22/12/2020
Filming (TV Advert)	14 days	27/12/2020	11/1/2021
Editing (TV) Advert	14 days	12/1/2021	23/1/2021
Animation Creation	7 days	24/1/2021	31/1/2021
Finishing Touches	5 days	1/2/2021	5/2/2021
Social Media Platform set-up	3 days	6/2/2021	8/2/2021
Additional promotion + preparations for product release	14 days	9/2/2021	22/2/2021

Diagrams

Below are diagrams depicting two of our adverts: the poster and the main scene from the TV advert. The diagram allows the design team to visualize the marketing products in the pre-production stage with the added bonus of the annotations which highlight key details which must be included in the adverts.