Planning the adverts (U20: P2, P3, M2, D1)

Learning outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief

PLANNING THE ADVERTS (U20: P2, P3, M2, D1)

My group consists of the following members, Tamar Shamir, Lucas Perez, Georgia Matthews, Daniel Middleburgh and myself. 

Our team is called Capture 5 Agency. In this groups we responded to the client brief (Carter soft drinks) and we have created a proposal for the client as well as the necessary planning and pre-production documentation for the three components of the campaign ( a TV advert, billboard and media campaign).

Below we have included all the aspects of our proposal to the client:

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

Enemies to lover

Objectives of the campaign

The objective of the campaign is to promote the product as more than a soft drink,  but an experience. The campaign is built off of the idea of "Enemies to Lovers", as a result of discussion and target audience consideration we have understood that the best way to market the drink is with meaning and entertainment. As our primary target audience is 16-18 year-olds, our objective is to portray how the taste and enjoyable experience of the Phizzwizard drink can bring out the best in people and connect meaningful bonds. In addition to this, another crucial objective we wanted to incorporate within the campaign is uniqueness and confidence. As a result, we have decided to stand out in the market by illustrating a homosexual relationship kindling through the drink. As the soft drink market is so large and saturated we aim to reach a wide target audience but also stand out to niche audiences who might not expect the diversity within the campaign, yet appreciate it. 

The genre of the campaign

The genre of our campaign is love and romance. We have decided to use romance as our genre as it is a universal idea and attracts a wide target audience. In addition to this, we wanted to incorporate an illustrated story within the campaign to stand out to the target audience, using romance as the genre allows us to build an entertaining yet simple short story. To convey the romance genre within the drinks campaign appropriately we have decided to use a story that is set in secondary school, around the summer time. This fits with the genre as romance is conventionally used alongside a sunny day as it conveys happiness and comfort. This is fit for purpose for our target audience as 16-18-year-olds are most likely to relate to the setting of a secondary school and are more likely to be interested in the story as a result. 

Form

The form of our advertisement will be primarily an Instagram static, however, we will also be creating a video advert which will be distributed on social media such as Youtube and Instagram, as well as on television because this will maximize the exposure of the drink advertisement. Furthermore, Both the Instagram static and the Video Ad will consist of the following house colours: Pink, red, and white, this is because of the storyline of the Advertisement, being enemies to lovers, therefore the colours mirror the main theme being love and connection, this means that the message of the advertisement remains consistent across all platforms as they will all have similar styles which will strengthen brand recognition, which is extremely important because the beverage market is very dense, therefore it would benefit PhizzWizard as they would build a strong name for themselves which overtime will be easily recognized by audiences. 

 

We have chosen the form of social media for our advertisements, Instagram and YouTube because our primary target audience is 16-18-year-olds, who are the main consumers of these platforms, this means that through advertising on these social media platforms, we will be reaching an extensive range individuals within thin the target audience globally. Moreover, we are also advertising on television because this enables the advertisement to reach the secondary audiences, older demographics as television is their main platform to consume video media, as well as everyone else that the Drink appeals to, especially throughout the UK. 

Concept

Our campaign is built around the common ideal of ‘young love’. Carter Soft Drinks has requested us to produce an advertising campaign for their new drink ‘Phizzwizzard’, which is a fizzy drink, red in color, and aimed to target the ages of 16-18-year-olds. We have chosen this idea to broadcast the product as not only will it entertain the target audience through our social media statics, billboards, and television video advert; but additionally attract a wider range audience too. Romance is conventionally idealized by teenagers and young adults in modern society, therefore by re-enforcing the idea that Phizzwizzard creates magic and connection between two people, the desired demographic will be drawn to the advertisement and the new drink.

Purpose

 

The purpose of our concept is to encourage love and connections to be developed through the new drink Phizzwizzard. Through our storyline that will be displayed in every one of the advertisements, we aim to connote the Phizzwizzard drink to the themes of unity, love, and connection, in order to create brand recognition from customers so that their association with Phizzwizzard is a positive one! By creating an enchanting and magical love story including the drink as the catalyst, we hope for the young target demographic to be inspired and desire to try the drink themselves; allowing the central message to resonate with them, that Phizzwizzard brings joy and connection., to all that purchases it. Further, our purposes to entertain, promote, advertise and inform are key to our campaign in order for the drink to be successful,

Content

The content of the ‘Taste the Love’ campaign can be considered in three categories, as distinguished by the three different media forms that we have used; the audio-visual (video, television and YouTube) advertisement, and the social media advertisement. As stated in the section of this report which focuses on the campaign’s form, the content will adopt an Instagram static, however we will also be creating a video advert which will be distributed on social media such as Youtube and Instagram, as well as on television because this will maximise the exposure of the drink advertisement. The TV/video advertisement places the 'PhizzWizard' soft drink as a source of social integration, positivity and ultimately love between young people as within the short form (clip-style advertisement), the narrative follows the journey of two girls who after engaging in a conflicted, hostile, heated dispute, source their unity and common ground from Carter Soft Drinks' 'PhizzWizard' product. The billboard and social media advert contain identical substance of design, depicting two hands holding a single can of 'PhizzWizard'. The social media advertisement contains the hashtag and key 'Taste the Love' message in order to leverage prosumers engaging with the Carter Soft Drinks product and brand identity, promoting it amongst their social demographic as a catalytic form of marketing method.

Gantt chart 

Mood Board

The mood board shown above represents the ideas used that inspired the illustration of the video advertisement and guided us with a general genre that would help link advertisements to each other. The ideas presented in the mood board are all inspired by the romance genre and with the idea of a new love that is exciting. This helped all personnel within the stages of pre-production to understand different factors of the production such as props, lighting, and dialogue, and make sure they all aligned to eachother.

 

Budget

 

Resources and Personnel

 

Target audience

In both the initial national and subsequent international phases of the "Phizz Wizard" soft drink marketing process, our primary target audience will be broadly mainstream individuals aged 16 to 18, primarily located within the UK region. As the designated marketing team representing Carter Soft Drinks, our objective is to cultivate popularity for the "Phizz Wizard" beverage, envisioning our campaign, aptly named "Taste the Love," as the conduit for establishing a strong affinity between this geodemographic and our product. To achieve this, we are strategically pricing the product at a discount in the UK prior to its global release, accompanied by extensive marketing efforts concentrated in this region. Our campaign aims to leverage the prevalent cultural symbol of 'love' among the young generation, aged 16 to 18, thereby ensuring mainstream acceptance and popularity.

Furthermore, the vivid red color and fizzy, sweet taste of the drink demonstrate our target audience's inclination towards prioritizing enjoyment and pleasure over strict health considerations. However, it's noteworthy that the beverage will contain natural flavors and have reduced sugar and artificial additives, ensuring the inclusivity of health-conscious individuals within our diverse target audience. The choice of strawberry flavor, being widely popular and mainstream, ensures broad market appeal without risking negative associations with the brand or product. Additionally, our eco-conscious approach, utilizing recyclable drink cans, aligns with the values of our target audience, further enhancing brand perception.
Our overarching campaign objective is to turn Carter Soft Drinks’ Phizz Wizard through digital advertising, into a viral phenomenon, in line with Carter Soft Drinks' creative and commercial aspirations for capturing the consumer interests of a “mass audience”. While the campaign commences on a national scale, we anticipate its expansion to a global status, leveraging the high daily social media usage (90% and 93% nationally and globally, respectively) among 16 to 18-year-olds. This statistic validates our reliance on online advertising methods as effective and justifiable.

Our primary audience comprises young individuals aged 16 to 18 seeking primarily love, but also to embrace their youth with a sense of pride (as a collective social group). Our audience encompasses diverse people with different sexual orientations (in tandem with the interests of the LGBTQ+ movement). Moreover, we intend to represent a diverse demographic, encompassing global reach and primarily residing in suburban or urban locations, where trends and hype thrive. Notably, a significant portion of this audience includes individuals with limited disposable income, such as students or young people with low income.

In order to expand upon the demographic of Carter Soft Drinks primary audience, we will be prompting a secondary audience that (in terms of demographic) encompasses a broader spectrum of people (through opening the product up, mostly through the social connections and observers of the primary audience as model figures, to a wider age bracket and ranging psychographics; there likely will not be much other variation between the primary and secondary audience in terms of gender, ethnicity and sexual orientation). This approach ensures not only maximum exposure and revenue generation but also the establishment of a loyal customer base, fulfilling Carter Soft Drinks' mandate to resonate with a diverse audience. By targeting a mass audience, we aim to fortify our brand's position in the market and ensure the long-term success of the drink products’ popularity.

Below we have included all our planning and pre-production documents: 

P3 (U20): Create a per-production plan for the media components in the planned advertising campaign

Call Sheet

Project name: FizzWizzard Ad

Name of contact: Capture 5 Agency 

Email: info@capture5agency.com

Telephone: 02056732986

Location: Castlewood Rd, Barnet EN4 9GE

Date: 15/04/24

Schedule

Start times:

-Crew arrive and set up equipment- 10:00

-models arrive- 10:30

-shoot 1 - film scenes 1-3 - 10:45-12:00

-Lunch break for all crew- 12:00-13:00

-shoot 2 -  13:00-14:15- film scenes 4-5

-Wrap up shoot and pack away -14:15

Team

Model: Georgia Matthews/ Bella Lorenz 

Crew/Photographers: Tamar Shamir, Lucas Perez, Daniel Middleburgh

Equipment: Video Camera, various camera lenses, Tripod, SD card, Battery

Resources: Sufficient lighting, Video camera

Props: Fizz Wizzard drink can

LOCATION RECCE   Completed by: Tamar Shamir                                                Date:1st April 2024

Location Details:  Jewish Community Secondary School Castlewood Rd Barnet EN4 9GE London   Location purpose: It will be used as the background location of the ‘Taste the Love’ campaign for the FizzWard soft drink. Will be used within the social media static picture and within the television broadcast advertisement.    Location description: Planning on shooting the advertisement in one of the classrooms within the building.  Planning to film the actors sitting at the table and walking around the classroom depending on the scene. This is because there is good lighting and a large space so sound issues such as echoing should not be an issue. Alongside this, if filmed at the current time such as after the school day then will be quiet.

Images of location:         Health and safety issues: The location is safe as it is a school that holds a large quantity of students. However, we will be on the lookout for any personally carrying props on the bridge making sure all the props are safe and are not at risk of falling off the bridge and harming anyone.

 

Risk assessment 

Type of hazard	When might the risk occur	How to control the risk / Contingencies	Level of risk
Intrusion of non-cast members/students	This risk can occur if the production is filmed during school hours. This can affect the efficiency of the production and can also affect the sound within the production.	A way we can control this risk is by filing the production before school hours or after school hours. Due to the production being filmed during summer, we can film after school ( until sunset at 19:00PM)	Medium risk
Trailing cables	This can occur when all the equipment is being used at the same time during the production. Personnel or staff can trip over the cables and injure themselves.	A way we can control and hopefully avoid this risk is by organizing all equipment well and making stations for each department to avoid chaos during production.	High risk
Damaged equipment	This can occur during the set when all personnel are working at the same time. Alongside this, can occur if the production is filmed during school hours as students might take an interest in the equipment which can lead to damaged equipment.	We can control this risk by ensuring personnel is available to monitor the equipment, especially cameras and tripods as they are most equipment.	Medium Risk
Harm to students from equipment	This can occur if the production is filmed during school hours. Students may injure themselves from heavy equipment or cables.	A way we can control this risk is by ensuring all equipment used within the production is appropriate for the environment ( Smaller tripods, lighter lighting equipment(	Medium Risk

 

Visualisations

 

 

 

Conventions of advertisements

Across a range of media advertisements, such as billboards, tv ads, and social media promotion, there are factors that are typical and conventional within the sector in all of them.

Billboards:

Within contemporary billboards, segments such as slogans, logos, and the colour scheme of the brand are strong typicality within this kind of advertisement strategy. Utilizing the Coca-Cola 'The World Needs More Santa's' campaign that I researched in task 1, it is evident that a common factor within billboards across the media is the slogan being displayed in a big font, to create brand recognition, and to enhance the link between the brand and the campaign slogan. Another typicality of a conventional billboard is big, eye-catching fonts that will be attractive to the audience. While taking typicality into consideration, our Phizzwizzard billboard also contains a large striking slogan 'TASTE THE LOVE', while our brand image of the two interlinking hands.  

Tv adverts:

Traditionally, TV adverts contain the slogan, the brand's colour scheme with the use of sound; for example, music that compliments the theme of the advert. In the coca-cola campaign 'The World Needs More Santas', the song "I Could Be Santa Claus" from "The Year Without A Santa Claus" underscores the advert, with the key image of Santa Claus constantly being broadcasted within the frame to re-instate the advert's message. This is a central convention of TV adverts, and to keep our Phizzwizzard advert consistent, we have implemented a remix of music to set the theme of the drink. The first use of sound is upbeat and adds a harsh, hostile atmosphere to the video, whereas after the image of the Phizzwizzard enters the screen, the music transitions into a soft and slow song, to emphasize the connection that the drink has influenced.

social media:

Many social media advertisements contain similar factors and share the same conventions. Many have a clear call to action, for example in the 'the world needs more Santas', the social media advertisement displayed the slogan 'spread kindness this Christmas', re-enforcing the call to action, which was to give love in the festive season. Additionally, eye-catching visuals are typically used within social media ads, to catch the attention of as many aged demographics as possible, to maximize exposure for the product; similarly to increase the popularity to the ad, the use of celebrity sponsorships and collaboration is a huge convention in order to attract as much attention from a wide range of audience as possible

 

Model Release Forms

Location Release Form

 

Research into competitors

Coca-Cola The Brand image & reputation of Coca-Cola is incredibly strong due to its long history, Market cap, and their easily recognizable advertisements using the iconic Red and White logo.Coca Cola's Product range is very wide as they sell multiple flavors/ variants of their original Coca-Cola drink, such as Diet Coke, and Coca-Cola Zero Sugar, and flavours such as Cherry Coke and Vanilla Coke.Coca-Cola is known for its memorable advertising campaigns such as the widely known 'Share A Coke' campaign. The company invests heavily in their Marketing department to maintain and continue to grow its appeal. Coca-Cola products are widely available through different distribution channels, including supermarkets, convenience stores, restaurants, and vending machines, ensuring maximum accessibility to consumers.One way that Coca-Cola could be a competitor to Phizzwizard is due to its unrivaled brand awareness, vast distribution network, economies of scale, varied product line, excellent research and development capabilities, and huge marketing budget, Coca-Cola poses a serious challenge for a business like Phizzwizard in the fizzy drink industry. Phizzwizard needs to distinguish itself in order to compete, and the business has done this by creating the Strawberry Lace flavor of drink. Furthermore, despite Coca-Cola's market domination, Phizzwizard may be able to carve out a niche for itself by concentrating on developing strong relationships with retailers, spending money on innovative marketing techniques, and utilizing digital platforms.

 

 

Storyboard of video 

 

 

Shot by Shot list of video 

Shot 1:
- Wide shot: Female characters in a heated dispute at opposite ends of a table, a male friend tries to mediate by placing PhizzWizard drink between them, breaking tension. 
- Audio: Muted natural sound, intense hip-hop soundtrack. 
- Visual: Dark gothic lighting to warm/romantic transition.

Shot 2:
- 'A FEW MOMENTS LATER' title card humorously bridging hostility to positivity.
- Audio: Cartoon-like voiceover, warm lighting.
- Visual: Royalty-free image with warm lighting overlay.

Shot 3:
- Wide shot: Characters calm down after the drink introduction, focus on the drink as animosity turns to romance/friendship. 
- Audio: Muted natural sound, hip-hop to soft romantic music transition. 
- Visual: Lightning effects on drink, warm/romantic lighting.

Shot 4 & 5:
- Over-the-shoulder and wide shots: Characters in a positive/romantic atmosphere holding PhizzWizard, laughing. 
- Audio: Soft romantic music, female giggling sound effect. 
- Visual: Warm lighting.

Shot 6:
- Close shot: One character sips a drink, another leans in for a kiss on the cheek, and lightning effects symbolize emotional intimacy/passion.
- Audio: Soft romantic music, comic kiss sound effect. 
- Visual: Lightning bolts, warm/romantic lighting.

Shot 7:
- Final branding: 'PhizzWizard #TastetheLove' with cartoon graphic of strawberry and laces.
- Audio: Cartoon-like voiceover, twinkle sound effect. 
- Visual: Warm lighting on the final graphic.

Production Schedule

M2:

Billboard:

Billboards are an efficient way to advertise our campaign for PhizzWizard because, as they are usually located in high traffic areas. This means that the campaign can achieve maximum visibility from various audiences. Billboards are also conventionally Simple, which complements our design for the campaign, being two hands joining with the PhizzWizard drink, conveying our message of unity within the theme of love. The hands are also biracial as one is of a darker skinned Individual on the other is lighter. This conveys to The audiences driving, that the company offers diversity within the theme of romantic relationships. Which reflects the progressive society that we are in now, Hopefully attracting a wider range of audiences as they will understand that the brand is inclusive. The Billboard is an effective way to portray our message because the image is simplistic and easy For drivers to see, this is showed in the visualisation diagram above, as it is obvious what the campaign is about from first glance as the colours and Image, Successfully replicates the message we are trying to portray through the drink. Overall, hopefully the bold and inclusive message through the billboard advertisement will attract audiences to the drink. 

Social Media static:

A social media static is an extremely effective way to maximise campaign exposure because social media reaches such a wide range and mass of audiences. The social media platform we are advertising on is Instagram, this is because the population of Instagram users being 2.4 billion and rising globally, in comparison to other social media platforms is significantly higher, especially within our target audience being 16-18, the statistic for 13- 24 year olds across the world is 38.8%, who are prime audiences for our Phizzwizard campaign. Therefore, through advertising on social media we are directly targeting our desired primary target audience, who are easily influenced by social media advertisements, meaning that there is a higher chance of this target group wanting to consuming the product from seeing the vivid advert, consisting of a catchy slogan 'Taste the Love' as well as bold colours of red and pink, on social media rather than other modes of advertisement. Advertising on social media also offers a more cost effective mode of advertising, in comparison to the billboard advertisement or other expensive advertising techniques, this means that we can distribute the advertisement on social media with no extra cost and thus use the profits from consumers being influenced to buy the drink, to further improve any future advertisements. 

TV advert:

We are also advertising the video advert on Television, this is because it reaches secondary audiences such as the older demographic being 50/60+, who are the main consumers of TV rather than the primary target audience being 16-18 year olds, as they are more likely to consume On-demand media. Although the campaign has a specific target audience, the campaign does not neglect individuals outside of this target bracket because we want to maximise the exposure of Phizzwizard, regardless of age to increase profits of the drink, as well as maximise the exposure of the positive message of romance and reconciliation, both of which do not have an age barrier, therefore the drink is for everyone. We have chosen music to reflect the narrative with contemporary songs to relate to our target audience. The locations we chose were classroo, based, again to be relatable to our chosen target audience.

D1:

There are legal and ethical constraints that are apparent surrounding the contents of our media campaign for Phizzwizard and distribution across platforms. 

Ethical issues that may arise from the campaign is the homosexual and interracial element of the video advertisement, as the models within the advert are both female, and of different races, presenting as a romantic couple. This ethical issue may arise because, specifically the older demographic, who would be viewing the video advert on television, may have an issue with the public portrayal of relationships outside the traditional norm, as their views can be more conventional, contradicting with the progressive way of life within relationships that is so apparent now. Through the advert we are trying to overcome this unprogressive view due to the brief stating that the target audience is to be 16-18 year olds, an age bracket that is the epitome of progression, therefore this ethical issue would be less problematic within this target audience, alternatively they would embrace and relate to it rather than disapprove. 

Another ethical issue could be the sugar content within the drink, it is stated on the design of the can as well as the brief that the drink is made from strawberry laces, which have a high sugar content, this wouldn't necessarily be an issue within the target demographic, because 16-18 year olds are primary consumers of unhealthy food and drink, despite the health concerns. However, although this ethical issue would stereotypically not bother our primary target audience, this could possibly cap the potential profits of the drink because demographics such as the 25+ and the ages between 11-15, may refrain from consuming a product as sugary as the Phizzwizard drink. The older demographic would refrain from buying the drink because they are more cautious of their health and what they put in their body, and the parents of the younger demographics being 11-15, as they are still heavily under parental control, they may not be able to consume this drink due to their parents concerns with the sugar content. This means that the sugar content of the drink could potentially cause the drink and Carter soft drinks to lose extended secondary audiences and consumers. 

A legal constraint that the advertisements could face is adhering to the rules of ASA, the regulatory body for the distribution of our video advert across television and social media, as well as our static Ad for the billboard and Instagram, this is regulated through one of ASA's systems 'self-regulations'. This is means that the campaign is able to be distributed via all these platforms if they stick to the set of rules, which is gone through CAP, the ASA representatives. We will ensure that our campaign does not breach the ASA code of conduct by being harmful, misleading or offensive, this will be checked by our legal team but has been considered during our planning process. 

Another legal constraint that the campaign could potentially face is Intellectual property, this is because of the slogan 'Taste the Love', therefore our agency, Capture 5, would need to show that we invented and came up with the slogan that is the forefront of the campaign to avoid legal implications or inconveniences. This can be avoided through registering the slogan with an appropriate copyright office. We will also ensure that the slogan is not in existence, so that we don't breach copyright.

Furthermore, another legal issue that must be adhered to are the model and legal release forms, this is because our agency must have permission to shoot in our desired location to avoid any trespassing because we would not legally be able to use the location without consent from the owner. A model release form must be signed by the models within our advertisements because we would not legally be able to use their footage or even film them without their consent, as a lack of consent could result in being sued by the individual.