Planning The Adverts (P2, U20)

LO2 (Unit 20): Be able to plan a cross media advertising campaign to a client brief

P2 (Unit 20): Create a plan for a cross media advertising campaign in response to a client brief

- This task was completed as part of a group -

Purpose/Concept:

The purpose of these adverts is to promote the new fizzy drink (Phizzwizard) we are attempting to introduce to the market, giving it an increased recognition and awareness within our target audience.

The concept of the advertising campaigns is to demonstrate to the target audience of around 30-35 year olds that their favourite 'retro' fizzy drink is back and available to purchase. A huge element of this concept is that the nostalgia will drive sales with this group of people, and the adverts promoting the drink will unlock memories they had of the old school drink.

However, there is an added concept to the fizzy drink due to the secondary target audience of teenagers. The concept of the advertisements is to show this age range that there is a cool new upcoming fizzy drink that will be the most popular within their groups. This is to attract attention towards the drink and introduce the 'cool' element the brand provides to these ages. If promoted correctly and effectively, the teenagers would jump on the latest trend of this cool and tasty drink, sharing it with all their friends.

It is really important that the concept is adapted to target both these audiences to maximise engagement and sales, because if targeted at one audience too heavily, it will prevent the other from purchasing, due to them believing it is not for them. Thats why as a project team, we are being flexible and transparent with our adverts, choosing both traditional and digital forms of advertising to appeal to both target audiences. 

Moodboard:

Objectives:

Similarly to the purpose and concept of the advertising campaigns, the main objective is to promote the new fizzy drink that we are bringing to the market, aiming at capturing a primary and secondary  

target audience. 

One critical objective of the advertising campaigns is to raise awareness and recognition of the brand and drink Phizzwizard. As it is a new drink we are introducing to the market, it is one of the most essential aspects to raise awareness by ensuring the target audiences know exactly what it is and where they can purchase it. 

Another very important objective ours is to drive sales of the fizzy drink. It's extremely vital to raise awareness of the drink, however if the recognition doesn't result in sales, the publicity isn't effective. This is why we are ensuring our campaigns are effective and different, therefore incising the target audiences into purchasing the product rather thank just knowing about it. 

Lastly, a unique and specific objective to our drink is to bring to the market a drink which doesn't just have one target audience, but has different ones for completely altering reasons. For example, finding the correct targeting of the product for 30-35 year olds for the nostalgia reasoning, as well as the younger teenagers who would purchase it due to it being a cool new fizzy drink in the market. There is a fine line between executing this perfectly and eliminating the interest of both parties, therefore this is our most ambitious and challenging objective.

Form & Genre:

Form is extremely important when attempting to target different target audiences, which is why we are dividing our campaigns into four different forms.

We have chosen to do one piece of promotion to target the younger target audience, being the social media post(s). We have decided on two pieces of advertising for the older target audience, which are a billboard promotion and a magazine advert. Finally, we have also agreed to do a video advert, targeting both the younger and older target audiences by making it a generalised advert, ensuring it doesn't disclude anyone we may want to push the drink to.

  

As mentioned before, the genre of the advertising campaigns has to be very diverse and transparent if we are trying to target different age ranges within the same campaigns. However, a way of solving this problem is to use the traditional advertising (billboard) to target the 30-35 age range more by creating a more old school and 80/90s theme to it. Whereas with the social media post, we will do a more modernised theme and use online promotions to push it to the specific age ranges (15-18) on social media. This is an effectively to incorporate different genres of advertising whilst still maintaining two alternative target audiences. 

Content:

Depending on the advertising campaign, there will be different content in order to target particular target audiences. For example, due to our primary and secondary being completely contrasting, we need to adapt certain pieces of promotion to target different audiences.

The content of our social media promotional campaign will be modern and trending to target the younger demographic. Jumping on social trends and making it look cool and unique will be the best way to capture the younger teenage market. The content of it will be a bright and glowing pop up advert on their phone feeds on different social media platforms such as Facebook and Instagram. This will include some information about the drink and brand, a special offer to entice people in, and a powerful image of the actual drink. 

The content of the billboard and magazine will be similar to the social media posts, however done in a completely different format and theme, targeting not teenagers but 30-35 year olds. This is the primary target. audience for the drink because it resembles similar drinks to when they were younger. It is important that this target audience understand this campaign and feel nostalgic of the drinks they used to buy when they were younger. This is why it is essential for the content to be based around an 80/90s theme, showcasing the retro element to grab this audiences attention. The billboard will still include a large powerful image of the drink, added information about the product and brand, and an offer to lure. the potential customers in. 

Finally, the video advert is where we combine the content of the social media promotion and the billboard advertising into a piece of marketing which is targeted at both the primary and secondary target audience of Phizzwizard. As mentioned before, it is very important to find the fine line in between targeting neither group or targeting both, therefore making it simple and appetising is what we will do for the content of the video advert. It will include someone going up to order the drink and discussing it with another person, showcasing the tasty and flavourful nature of Phizzwizard.

Target audience:

The demographic of the primary target audience for this fizzy drink would be ages around 30-35. This is because Phizzwizard is a retro old school style drink, in which similar ones were available back in the 1980/90s. The nostalgia of purchasing the similar drinks when they were younger allows this target audiences to be viable and potentially market penetrating. The use of our advertising campaigns such as our billboard will attract this target audiences with the retro theme we are creating with it. It will immediately catch the eye of this target audiences because they will recognise the similar drink from when they were growing up.

In addition, there is a secondary target audiences that we have agreed will be teenagers of around the age of 12-17. As it is a new cool fizzy drink being introduced into the market, we can add a very contemporary effect to it in some areas. For example, with our advertising campaigns, we could use the social media posts to really target and engage with this target audience through using techniques to grab their attention.

As it is a drink, the product transcends both gender and any ethic beliefs of the target audience. This ensures there are no losses from the target audience members, maximising the potential people who want to purchase the product. 

Of course, this drink also targets anyone that is interested in the drink. It is not a specific target audience, however there are individuals that do not sit in one of our primary or secondary target audiences that may purchase the drink when they to a shop due to their interest in the flavour or another aspect of it. Our marketing campaigns are not targeted at other individuals specifically, but they may engage and interact with them, giving us an added number of customers outside out target audiences.

SWOT analysis

Strengths:

One strength of our product is the retro old school style design and flavour of the drink. This is extremely vital in the marketing and sales of Phizzwizard, because the unique selling point is the concept of an old styled drink being brought back into the market. This old school drink is the fundamental reasoning behind our primary target audience, as it is the sole reason as to why they would be interested in purchasing our drink over any other drink with a reliable and strong brand name.

Another strength for Phizzwizard is the convincing and well processed marketing campaigns. Due to trying to target both 30-35year olds as the primary target audiences and a contrasting secondary target audiences of teenagers, the advertising is being done in an effective and clever way. Using the billboard advertising on the older audience demographic and the social media campaign on the teenagers, we are effectively distributing relevant promotion targeting the right people on the right platform. This enables us to gain engagement and interaction from both groups of people, having a positive impact on the brands awareness and sales.

Weaknesses:

One weakness to the product and advertising campaign is the declining interest in fizzy drinks. Whatever target audience it is, there has been a very clear decline in in sales and general interest in the fizzy drink market. This is because of the change that is going on, where people want to become more healthy, therefore spending less of their disposable income on unhealthy food and drink. This suggests that we are entering the market at the wrong time and the product may not sell as predicted. This weakness could be detrimental to the product and could lead to massive failure for Phizzwizard.

Opportunities:

An opportunity for Phizzwizard is the distinctive and original flavour of the drink. Due to it being strawberry laced flavour, it is unique, meaning there aren't many (if any) other drinks of the same flavour on the market. This opens a great opportunity for our product in the market because it may be the missing drink people want to drink and could lead to a large number of sales and share in the fizzy drink market.

Threats:

A threat of our advertising campaign is the trying to find the thin line between targeting both target audiences (30-35 and teenagers) in our video advert, and making the advert unappealing to both groups. It is a challenging task trying to do this, therefore it could end in a failure of the overall video advert, cutting into our budget and putting our target audiences off our product. As we are creating the advert in a simple and straight forward way, it shouldn't put either target audiences off the product, however this is always a possible threat to the success of our product, and the potential sales we would gain.

Resources and personnel

Resources:

The following is a list of all the resources that will be required for the production of the PhizzWizard video advertisement:

 • Camera — To ensure we capture high quality footage for the video advert we will use a Canon DSLR which has a built in light and sound recording, saving us from having to attain lighting/ sound recording equipment — we are also going to use iPhone 8 cameras to keep costs low and create an easier process.

 • Secure location — To be able to film on an appropriate set/area

 • Props — To enhance the performance and ensure the appearance of the video advertisement is

 • as realistic as possible

 • Costumes — These will be required during the production of the video advert in order to match the retro theme

 • Editing software — This will be a necessity during the post-production period, when editing the advertisements (both print and video). We will use FinalCut Pro as well as iMovie to edit the video advert, and Photoshop to create the print advertisements and images used for the adverts.

Personnel:

All listed below are the personnel needed for the marketing campaign of PhizzWizard:

 • 

 • Director — Guide the cast/crew throughout filming and provide a structure to the work

 • Assistant director — Assist the director in any areas they may be required to (e.g. tracking the schedule/process of the production)

 • Talent — To act out specific roles when filming the video advertisement

 • Producer — Arrange finance and plan/coordinate the project

 • Graphic designer — Design features to be added to the adverts during post-production

 • Editor — Edit any unwanted features (such as cutting out scenes) and add any desired elements during post-production (such as sound effects)

 • Set designer — Design the location to appropriately se the scene for any photography/recording

 • Scriptwriter — Write the dialogue (script) for the talent to use and act out during filming

Distribution and marketing methods:

With the increased use of technology, digital and social media will be key to driving awareness. Using platforms such as Instagram, Facebook and Twitter will be primarily used to promote the drink. By building up our following on these platforms, our product can be found out by more people. We can communicate when new products are released and various offers and promotions we might decide to carry out. Encouraging people to share the marketing material will also increase awareness and provide a ‘recommendation' factor.

We will be specifically using social media platforms to market the strawberry laced flavoured drink because as it's the easiest way to reach a large amount of people to shed light on the product. In addition, it is free which will mean that we wont have to spend any money on advertising the drink via traditional methods such as print based adverts or TV. 

The platforms we will be using are Twitter, Instagram and Facebook. This is because they are free to use and have an advertising platform that can generate more followers and brand awareness. Furthermore, millions of people who share interests online with our competitors such as Barr, Fanta and other popular fizzy drinks will be targeted on these platforms and shown our drink therefore giving it a widespread target audience and a higher brand awareness to the product from this recommendation algorithm on each platform.

Legal and ethical issues:

The product we are selling is family friendly and appeals to a wide range of audiences. Because it is a drink product, there are not many legal or ethical issues that can be identified. However, there are some important issues that are needed to be addressed in order to maintain a positive public image. 

The first legal issue we need to consider is the trademark of the product. Trademarking the product is something we need to do when releasing the product. As there are few products that have the same USP as ours, we need to ensure that we have trademarked our product so that it cannot be copied and used by anyone else. This will be a lengthy process however, if we do not do this then our brand can be taken and used by anyone else. 

The second legal issue we need to take into account is the documentations that allow us to use certain locations and models within the production. 

In order to use certain locations for our production we needed to fill out a location release form in order to show that we have permission to film there. By having this document, we can show that we legally used the location and did not trespass in order to film there, especially if we were to film in a private location. This would be different if we were to film in a public location as we would not require permission to use that given area. 

Another document we have to consider when looking at the legal issues of the project is the model release forms. The model release form is there to show that the people who have featured within the production have given consent to be filmed and shown when the advert is aired. If they do not sign this contract then they can claim the content as being their own. This would then compromise the production and cause more legal disagreements to occur. 

An ethical issue we will need to consider is the working of underage actors. If we were to use younger actors for our production, then we would need to ensure that they are not working for a prolonged period of time and that they have regular breaks throughout filming. If this is not done then we may be seen as a company that doesn't treat our actors well which can then get us a bad reputation within the advertising and media industry. This is also a legal issue because there is a law that states under 18 workers must only work for 8 hours per day. If they are working for a longer amount of time, we are then liable for any consequences that come from working beyond these hours

Another ethical issue we need to consider is the location in which we are filming at. The Cuckoo Club is a London night club that only allows 18 year olds and above in due to legal reasons. Filming there, with a bar and alcohol raises an ethical concern due to the target audience that Carter Soft Drinks and PhizzWizzard has set for the product which is 13-18 year olds and 30-35 year olds. The younger audiences of 18 and below need to be considered here as filming in this location could be deemed as inappropriate. In guidelines of the A.S.A (Advertising Standards Authority) this may be seen as inappropriate. However, there will be no alcoholic drinks being consumed or shown in the production.

Production Schedule: