Unit 20 - P2: Create a plan for a cross media advertising campaign

Mind Map of Initial Ideas

Mood Board for Inspiration 

Proposal 

Campaign Title/Slogan: 

What else you gonna do on a weekend? 

What are the aims and objectives of the brief?

The aim of the campaign is to entertain and attract viewers. It is also a call to action, this means it is trying to pull in viewers. It also need to be cross media with around 4 different types of media with planning for all the different types of media i choose to do.

What drama series will you be advertising and what are the key things that are likely to appeal to the target audience?

My drama is about young lads becoming involved in football hooliganism. What attracts the target audience is surveillance as this is a transgressive subject and upper class teens wont have ever experienced to violence and culture behind hooliganism.

Who exactly is the target audience? 

The target audience for my media production is from the socioeconomic classes of A, B and C1. This is because of surveillance as an audience pleasure. The general age group for my production is 17-25 year olds but also the age of 30-45 year olds, the reason for this is young people enjoy the transgressive subject and theme and the older people can relate to the characters, theme and the time period it is set in.

How can you work out exactly who the target audience is likely to be?

I can work this out through the use of primary research, methods of doing this could be surveys and focus groups.

Potential issues and concerns?

Potential issues with my advertising campaign is that the target audience will primarily be males so this cuts out a large group of views that can be targeted, also there are 2 very different age groups that i am looking to target so the advertising campaign might be hard to target both as they don't have similar tastes.

What are some of the possible methods and platforms on which you could advertise the series?

- Social Media
- Public Transport
- Billboards
- TV adverts on other BBC programs (cross promotion)
- Website
- Radio

What is the key message?

The key message for my campaign will be for promotional purposes. the message will be to watch the drama.

How I will advertise my media and pre-production methods I will use:

Billboard - create a visualisation  diagram of how i want the poster/billboard to look and then make the image on adobe illustrator, once made on illustrator put the image onto a real life billboard using photoshop.

Equipment Needed - Adobe Illustrator, photoshop, computer

Radio - Script must be written and radio advert must be filmed.

Equipment Needed - Microphone, computer, script template, actors/narrator

Social Media - Visualisation diagram to be drawn up, Instagram page to create can be made as a home page image on.

Equipment Needed - Computer, photoshop, Adobe Illustrator

Public transport - Create a visualisation diagram, create the poster on adobe illustrator

Equipment Needed - Computer, photoshop, Adobe Illustrator

Time Management Plan for This Unit:

Time Management Plan For Advertisement Release:

Social Media pictures will be the first release and will have teaser pictures and billboard designs onto a instagram page and facebook page.

The next advertisement to be released will be billboards and public transport adverts all around the country this will feature large advert designs on buses, train stations and roadside billboards.

And finally the radio advert will be released closer to the release of the drama this will feature script from the the drama for example part of the opening scene and will also have narration over the top.

Initial sketches of the designs I intend to create:

Unit 20 - P1: Describe an Existing Media Campaign

Nike Dream Crazy Campaign 

Aims and Objectives

The aim of the Dream Crazy Campaign is to increase sales and promote their brand, they are also trying to communicate social conscience with the inclusion of Colin Kaepernick who was involved in a lot of controversy surrounding him kneeling during the national anthem. The Dream Crazy Campaign also shows that Nike is prepared to do something Anti establishment and rebelious, there was a big issue surrounding this campaign due to President Trump and the media. Nike also used this campaign to battle competition such as Under Armour and Adidas, this advert also helps to differentiate them within the market.  

Target Audience

The target audience for this advertising campaign is Black Americans and fitness fanatics, they have been targeted in individual ways. Black Americans have been targeted by the campaign through the use of the American football player Colin Kaepernick as he is the face of a protest against oppression and police brutality. The other audience that is being targeted is obviously fitness enthusiasts as it is inspiring them to do more with there fitness and enhance there progression with nike products. they way this audience is targeted is through the use of famous athletes from many different sports and backgrounds.

Representation

The representation in this advertisement is Black Americans. Colin Kaepernick was the american football player that knelt down during the national anthem to protest how black Americans are being treated in modern day america and all of the police brutality that is happening. This effected the target audience as it is made to inspire them, the campaign was released after Christmas and around new year when people start to think about fitness and getting healthy so the representation of athletes and sports personnel will inspire people to go out and buy nike fitness gear.

Key Message 

The key message of this campaign is to 'Dream Crazy'. This means to just do things that you didn't know you could, the advert features people overcoming huge obstacles to do what they want to do and they are saying that everyone of ability and disability can do what they dream to do and your dreams should not be restricted. this message is put across with the video and also with the many posters and billboard advertisements (below) that feature famous athletes and there quotes.

Choice of Media

All the posters linked to the campaign are in black and white as it makes the campaign seem iconic, real, gritty, and intense which links to the serious messaged that is embedded into this campaign.

The typography used is very simple non-serif font. I think they have done this so that the font doesn't take focus away from the message, also so that the ad can look sophisticated and formal and strip away all the lies and messing about and get straight to the point.








Legal & Ethical

The issue of copyright is not much of an issue because all of the products used are nike branded so nothing can be claimed. There is also no use of band language, libel or slander in any of the advertisements so there is very little legal issues with is campaign however the ethical issues around this campaign as there is a large controversy around the message of the campaign.

Regulations

This advertising campaign will have been regulated by the ASA (Advertising Standards Agency). There job is to make sure that the advertising is done properly and it is not misleading, also that the advertisement is appropriate. In the Dream Crazy campaign i don't think that anything is falsely advertised and the advert conforms to the regulations of the ASA.