P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief

ProposalFor my project, I will be creating an advertising campaign for a client and their new product. The product is a new fizzy drink, name ‘Phizzwizzard’ by the Carter Soft Drinks company. For the campaign, I will need to create several adverts on different medium. I will be creating adverts for a billboard, magazine and for on television.

Carter Soft Drinks intend that these adverts will go viral and that lots of people will buy this new product. Creating these adverts will raise the products awareness to people who didn’t know about it. From the brief, Carter Soft Drinks want to target the adverts to an audience of people in their 30’s and those aged 13-18. This is because the drinks will be bought in cans, which will be popular with teenagers but also people who had cans when they were young. They describe the audience as ‘retro’, which could be a style that could be used in the adverts. Advertising on social media and on their website will also be an easy way to reach this audience, as both spend a lot of time on the internet and know their way around social media.

For each advert, the three phases of production will need to be taken into consideration, from planning, to producing, and editing/distributing the adverts. Each advert is from a different type of media type, so different production methods will need to be used for each.

For my first advert, I will be creating an audio-visual advert to be shown online and on television. Advertising on television can be very useful when advertising to a specific demographic. For example, a certain time, channel and show can be specifically chosen to put in adverts. Choosing a relevant time and show means that the audience will also like this product being advertised to them. For example, a fizzy drink advert may be placed in the adverts of a food/cooking show, on a channel that attracts the specific age range. The advert will show many aspects of the drink, such as what is looks like and its flavour. This is so that it can get as many people interested in the product as possible. There will also be different graphics and typography in the advert to give the audience an advert that will grab their attention, as well as giving them information about the brand and product. I will be creating a storyboard for this to visualise my ideas of what I’m going to do for the video.

I will also be creating two print adverts. These would be in the form of a magazine advert and an advert for a billboard. These adverts will include bright colours, the product, and typography that would hopefully catch the eye of the audience. I would need to consider the size of the adverts to match their media. I will also research into competitor print adverts to see how they made their adverts successful. I will also include a slogan and logo in my advert to stick to the conventions of an advert.

Another media I could advertise on is social media. This would be beneficial as most 13-18-year olds are on social media and could see these adverts. This is of course the target audience that Carter Soft Drinks want to be advertising to. If I was to advertise on social media, I would create adverts using Instagram’s story feature. This means I could incorporate video and animation onto them. It would make people aware of the brand and product, as well as giving them a bit of information about it.

t These adverts are both print adverts and both have their own slogan on it. The text on the Sprite advert is conventional typography, as it is white, bold and sans serif. This makes the text clear and easy to read from afar. The product in this advert is quite small, and most of it fits onto the screen. There is also some water effects that I could include in my advert. The Coca-Cola advert is quite different. The font is not as bold, and a bit smaller. They are also in all lowercase. The product in this advert is much bigger though, as only the middle section can be seen, where the name of the product is. A final component that I’ll need to consider with my advert is the background. The Sprite advert has a simple green background, that is a gradient from light to dark. The Coca-Cola advert has a photo as its background, in a field with the sun in the back. I think this is a much better background as it is more realistic and something everyone likes – sunny weather. Both of the slogans refer to some sort of feeling, which is supposed to be a feeling you get when you drink these products, such as ‘happiness’ and ‘refreshing’.

Other examples of print adverts:

These two print adverts are very colourful and graphical. The Fanta advert on the left only includes the product and some illustrations but doesn’t include any text or a slogan. Both of these adverts use very bright colours that will attract the audience. The designers for these adverts used a monochromatic colour pallet, where they use different shades of the same colour hue. In the Lipton advert, there is typography and a couple of the brands logos. The text is very bold and large and follows the same colours of the product. In the background, there are also graphics that may help the product sell to the intended target audience.