D2 (Unit 20): Demonstrate how the technical and aesthetic properties of the media components meet the client brief
The components that were outlined by the client (Carter Soft Drinks Ltd) in the brief were the type of marketing materials that had to be created, as part of the advertising campaign for PhizzWizzard. Our production company, JT&T Productions, ensured that we responded to the requirements accordingly. These components include the following:
To add, it is evident from research conducted during the initiation of the project, that younger demographics are more likely to frequently use social media and be more technologically advanced than those who fall within the older age range (ages 30+). For this reason we not only included reference to social media, but also used QR codes in the billboard and magazine advertisements. When scanned, the QR code would send users to YouTube, where they are presented with the PhizzWizzard video advert. This is an effective feature as it spreads awareness of both the product and the campaign, increasing the popularity of PhizzWizzard.
On the topic of spreading awareness of the brand, Carter Soft Drinks Ltd specified in the client brief that they hope the campaign will go viral. Despite this not being a compulsory requirement, it was still important to incorporate into all components of the advertising campaign, to ensure that the client is satisfied with the end result which would positively reflect onto the reputation of JT&T Productions, increasing future work prospects. We ensured that the likelihood of the campaign going viral was increased through the use of social media and hashtags. It is likely (especially among the younger demographic) that individuals will actively use the hashtag "#AMagicalPhizz" and create a trend on social media, which would result in the campaign going viral.
In order to meet the requirements to target older demographics (ages 30+), we ensured that we included a website link throughout all components used in the campaign. This ensured that individuals who may be less technologically advanced, or not have access to smartphones (e.g. to scan the QR code), could use a more conventional method in further discovering the PhizzWizzard beverage and campaign, through the use of searching the website link.
In order to ensure that the drink could also target the age demographic of ages 30+, we acknowledged the clients requirement (outlined in the brief) that the drink will only be sold in cans, as this was what most individuals from the older demographic used to drink their beverages from - due to the popularity of this type of packaging during an earlier time period. This was incorporated into all components used as part of the campaign as the product is presented in a can, this also ensures that the product is easily recognisable when seen in a shop.
The client brief also specified the name of the brand 'PhizzWizzard' and the name of the client 'Carter Soft Drinks Ltd', to ensure that the brand was clearly presented and that the company was also recognisable throughout the campaign, the logos of both Carter Soft Drinks Ltd and PhizzWizzard were included throughout all of the marketing components. As the product being advertised was the PhizzWizzard drink, repetition of the brands font, Fabfelt (used as the slogan for the billboard) and images of the logo being repeated (e.g. on the packaging of the can) was included in all advertising . This increases both brand awareness and recognition. We also used consistent fonts and colour schemes (pink, red and purple), to further ensure a brand image was formed. In the brief it was detailed that the colour of the liquid of the PhizzWizzard drink is red, and that the flavour is 'Strawberry Laces'. This drove the decision to use a pink, purple and red colour scheme throughout all advertising materials to ensure that the flavour of the drink is emphasised, and a correlation is formed from associating the colours used in the campaign, to the flavour of the product - making the overall effect of the campaign more rememberal, and in return effective.
The actual components used also cater to specific audiences. For example, the video advertisment contains content (such as 1990s music) that would appeal to older demographics, but it is also a form of entertainment which will successfully engage a younger demographic, as it will be more interesting for younger audiences to view and acknowledge. It will be more likely that those who fall within an NRS Social Grade of A, B and C1 will be the more likely audiences to view the video advertisment. This is becuase, stereotypically speaking, those of a hgiher NRS Social Grade tend to have more access to technology (such as TVs, tablets, smartphones, etc.).
The billboard will appeal to a broader demographic, and be aimed at the entire target audience as it will be fully accessible to view, due to it being presented in central locations with high foot-falls, as well as not requiring any platforms in order to view it - unlike the video and magazine adverts that are either viewed in a magazine or via online/TV, which otherwise causes restrictions for individuals who do not have access to these (typically those of NRS Social Grades C2, D and E).
The magazine advert will appeal to older demographics who prefer less technology based methods of advertising. This is due to the print-based magazine advert being a traditional method of advertising ensuring it can target the older age range. To add, younger demographics tend to steer away from reading magazines as they can now access a wide variety of content on their devices (this is an example of technological convergence). This means that the readership of food and drink magazines (of which the magazine advert will be presented in) is highly likely to be an older demographic, meaning the secondary target audience of 30+ can be effectively targeted. In the case of members from older audiences being technologically advanced or the possibility of a younger demographic reading the magazine that PhizzWizzard is advertised in, social media references (e.g. logos and hashtag) and a QR code has been included to ensure consistency throughout the campaign, as well as ensuring all demographics are considered and therefore targeted.
The components that were outlined by the client (Carter Soft Drinks Ltd) in the brief were the type of marketing materials that had to be created, as part of the advertising campaign for PhizzWizzard. Our production company, JT&T Productions, ensured that we responded to the requirements accordingly. These components include the following:
Video Advertisement:
Billboard:
Magazine Advertisement:
In relation to the video advertisement, we ensured to target the younger demographic (ages 13-18) which was specified as a requirement in the brief by including hashtags and references to social media. This was also included throughout the other components used (billboard and magazine advert).
To add, it is evident from research conducted during the initiation of the project, that younger demographics are more likely to frequently use social media and be more technologically advanced than those who fall within the older age range (ages 30+). For this reason we not only included reference to social media, but also used QR codes in the billboard and magazine advertisements. When scanned, the QR code would send users to YouTube, where they are presented with the PhizzWizzard video advert. This is an effective feature as it spreads awareness of both the product and the campaign, increasing the popularity of PhizzWizzard. 
On the topic of spreading awareness of the brand, Carter Soft Drinks Ltd specified in the client brief that they hope the campaign will go viral. Despite this not being a compulsory requirement, it was still important to incorporate into all components of the advertising campaign, to ensure that the client is satisfied with the end result which would positively reflect onto the reputation of JT&T Productions, increasing future work prospects. We ensured that the likelihood of the campaign going viral was increased through the use of social media and hashtags. It is likely (especially among the younger demographic) that individuals will actively use the hashtag "#AMagicalPhizz" and create a trend on social media, which would result in the campaign going viral. 
In order to meet the requirements to target older demographics (ages 30+), we ensured that we included a website link throughout all components used in the campaign. This ensured that individuals who may be less technologically advanced, or not have access to smartphones (e.g. to scan the QR code), could use a more conventional method in further discovering the PhizzWizzard beverage and campaign, through the use of searching the website link.  |
| (Source: Google Images) |
In approaching both younger and older demographics, the collective use of including a link to the Carter Soft Drinks Ltd: PhizzWizzard website, hashtags/social media and QR codes, makes the campaign a multi-platform and fully accessible media product. This not only ensures that all individuals within the demographic are targeted, but it also forms a call-to-action, as the links and references are not included for show - they are included with the intention to make audiences find out more about the drink and company. This will result in a following and increased liklihood of customers forming loyal bonds with the brand, as it provides various promotional platforms that include insightful and entertaining content (e.g. the video advertisement). This was decided to be a focal point of the campaign as it has been proven successful for other drink companies to not only focus on their product, but on the overall brand. For example, Red Bull have developed their brand enough to form music festivals and extreme sporting events, meaning they have not only focused on the beverages to which they provide, but have also engaged in the lifestyles of their target audiences to ensure they form a bond with their customers.
In order to ensure that the drink could also target the age demographic of ages 30+, we acknowledged the clients requirement (outlined in the brief) that the drink will only be sold in cans, as this was what most individuals from the older demographic used to drink their beverages from - due to the popularity of this type of packaging during an earlier time period. This was incorporated into all components used as part of the campaign as the product is presented in a can, this also ensures that the product is easily recognisable when seen in a shop.
The client brief also specified the name of the brand 'PhizzWizzard' and the name of the client 'Carter Soft Drinks Ltd', to ensure that the brand was clearly presented and that the company was also recognisable throughout the campaign, the logos of both Carter Soft Drinks Ltd and PhizzWizzard were included throughout all of the marketing components. As the product being advertised was the PhizzWizzard drink, repetition of the brands font, Fabfelt (used as the slogan for the billboard) and images of the logo being repeated (e.g. on the packaging of the can) was included in all advertising . This increases both brand awareness and recognition. We also used consistent fonts and colour schemes (pink, red and purple), to further ensure a brand image was formed. In the brief it was detailed that the colour of the liquid of the PhizzWizzard drink is red, and that the flavour is 'Strawberry Laces'. This drove the decision to use a pink, purple and red colour scheme throughout all advertising materials to ensure that the flavour of the drink is emphasised, and a correlation is formed from associating the colours used in the campaign, to the flavour of the product - making the overall effect of the campaign more rememberal, and in return effective. The actual components used also cater to specific audiences. For example, the video advertisment contains content (such as 1990s music) that would appeal to older demographics, but it is also a form of entertainment which will successfully engage a younger demographic, as it will be more interesting for younger audiences to view and acknowledge. It will be more likely that those who fall within an NRS Social Grade of A, B and C1 will be the more likely audiences to view the video advertisment. This is becuase, stereotypically speaking, those of a hgiher NRS Social Grade tend to have more access to technology (such as TVs, tablets, smartphones, etc.).
The billboard will appeal to a broader demographic, and be aimed at the entire target audience as it will be fully accessible to view, due to it being presented in central locations with high foot-falls, as well as not requiring any platforms in order to view it - unlike the video and magazine adverts that are either viewed in a magazine or via online/TV, which otherwise causes restrictions for individuals who do not have access to these (typically those of NRS Social Grades C2, D and E).
The magazine advert will appeal to older demographics who prefer less technology based methods of advertising. This is due to the print-based magazine advert being a traditional method of advertising ensuring it can target the older age range. To add, younger demographics tend to steer away from reading magazines as they can now access a wide variety of content on their devices (this is an example of technological convergence). This means that the readership of food and drink magazines (of which the magazine advert will be presented in) is highly likely to be an older demographic, meaning the secondary target audience of 30+ can be effectively targeted. In the case of members from older audiences being technologically advanced or the possibility of a younger demographic reading the magazine that PhizzWizzard is advertised in, social media references (e.g. logos and hashtag) and a QR code has been included to ensure consistency throughout the campaign, as well as ensuring all demographics are considered and therefore targeted.
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