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.

Unit 20 - M1: Evaluate different cross media advertising campaigns for consistency of message

BT Sport - Take Them All On Campaign


The BT Sport 'Take them all on' advertisement campaign used both digital and print advertisement in their campaign. The digital campaign included a twitter hashtag as well as a TV/Internet advert, where as the printed advertisement campaign used media products such as newspapers and billboards advertisements. Across these two areas of the campaign there is a consistent message, that is that by purchasing the BT sport package you can get access to all different types of sport in one place.

There are several techniques that BT have used to keep the message consistent across all the media in the campaign. For example the Font and colour scheme has been kept very basic but is easily identifiable as part of the Bus advertisement. Personally I don't believe the lowercase simple none serif font choice is the best that BT sport could have used in their adverts, however BT is already a massively successful business so if the campaign is to simple it won't really show as an issue for them. 

The text is in a lowercase non serif font and is coloured in white, which i think contrasts well against the purple background. This is kept the same in the other ads in the campaign such as billboards and also at the beginning and end of the BT sport online ad.

The slogan 'Take them all on' is simple but addresses the overall message of the campaign in a very effective way. the simplicity of the campaign relates to the simplicity of BT sport itself suggesting that after one quick purchase you have all the sport you could want, this relates to the imagery used which shows famous athletes performing sports they do not usually do. the words 'Take them all on' suggests that by purchasing BT sport they are 'Taking On" all the sports.

Print:

The print products used in the BT advertisement campaign included newspaper ads, match day programmes and also billboards/public transport designs.

Within print media advertisement you are restricted because there is no animation/video and there is no audio to aid your advertisement. They therefore have to engage the audience through the use of interesting and eye catching imagery showing Athletes in unfamiliar sporting environments. Unfortunately BT haven't done this as effectively as they could have done. They have used a very basic, lowercase font rather than using a larger San-serif font with uppercase lettering. This would be more likely to catch the eye of potential passersby and readers because its bolder and it stands out to the viewer and makes them want to read it. The purple is also basic however, purple is the main colour of BT sport and it helps the audience to identify which company the ad is from. 

However I do believe there is a smart idea behind the print media products that BT has created as they merge two different sports into one using athletes from one sporting area in another.  They present the message that all sports are available in one place. It is more aesthetically pleasing to people viewing the ad and also interesting/eye catching to attract them more as it will make them take a second glance to try and figure out what is happening in the image. 

Digital Approach:

I would argue that the digital campaign was a much stronger approach of the 2 options in comparison to the print side of the campaign, I believe that it engaged the viewer on a deeper more immersive  level.

The overall campaign was launched on TV and on social media. The first advertisement displayed a 9 year old girl who was crazy about sport. The ad starts with the young girl watching champions league football but she is told she will be late for school, throughout the day she imagines herself to be taking part in a range of sporting competitions, all of which can be watched using the BT sport package. The ad is well edited and aesthetically pleasing to the audience, the editing was smooth and consistent throughout making a more enjoyable viewing experience. 

This ad is good for appealing to the audience as it involves so many different sporting events. it also helps to break the stereotype and stigma the surrounds sports channels that females don't enjoy the channel and aren't involved in sport, they have done this by using a female as the lead character. This shows that sport is for everyone which is an important message and will consequently result in an increase in profits. This received a great response from many female sports fans/athletes.

The advert made it onto social media trending with '#TakeThemAllOn' being tweeted by the athletes in the advert which spread awareness for the ad and helped it reach a larger market due to there large follower base. 

Unit 21 - M2: Identify Potential Client Questions & Amend Pitch

A Casual State of Mind - Pitch to My Peers

How I think my pitch went. 

Overall I thought that the delivery of my pitch was good and i spoke with a clear and load voice. However, there is definitely some areas that I can improve on. One area of my presentation delivery that I was happy with was my constant addressing of the group and not just looking down reading from a screen. This helps to make my presentation feel more engaging and interesting.

An aspect of my presentation delivery that I think it is very important to change is my body language. I am very obviously way too casual by sitting on the desk with my feet up on the chair. I need to be more formal and aim to maintain better and more professional body language when delivering my pitch to the moderator. However I think that my casual and more laid back body language was down to being in my classroom environment with my friends. This would be 
completely different if I was presenting to an actual BBC representative in a formal environment. I know that if I maintain this poor body language I would not be taken seriously and my idea and creative thinking would not be considered for production. 

The Questions I Was Asked 

What is the aim of what you are trying to show to the audience?

My aim is that of surveillance, it allows the higher class audience see how the working class live and it also allows people to see what it is like to be a football hooligan and experience the violence through the series.

What is your USP?

The USP for my program is that football hooliganism has only ever been expressed in a film format so the unique part of my idea is the TV/series style with episodes and more depth.

How would you deal with budgeting when involving football games?

After doing research into other films of this nature they very rarely show the game and just show the before and after shots of the game. so permissions and filming payments don't need to be done.

Will the time frame have an impact on your budget?

The time frame may have an impact on the shows budget because of the background set, props, costume design/research and removal of modern things in post. this means that the budget will have to be lowered on other sections of the show, this has been done with the casting being younger actors so pay is not required to be as high. Most of the scenes are also filmed in the street and natural settings so a large set doesn't need to be made and finally this show will have next to no SFX which means the cost for post production will be less.

Will there be an issue with using official names like Leeds United in your program?

Yes. There will be an issue with the use of official team names and merchandise however, my way around this issue would be the use of a fictional club name for example Leeds United being the official name i could use Leeds City Football Club.

Do you think that, because this isn't as much as an issue now, that people will be able to relate to the characters?

No, I think that although the audience will not be able to relate to the characters involvement in football violence they will however be of the same age and likely gender so the will experience some of the same issues that the characters will face in there lives.

Do you think there is a problem with female representation in this show?

Yes partially i do, however the target audience for my film is primarily male that is who i am trying to represent. If I was to create a media piece to accommodate to every target audience and represent everyone then the story would suffer and the show wouldn't be as good.

Do you think it could cause back lash because of the transgressive subject?

No, there is hundreds of shows/ films based around transgressive subjects that receive no back lash many revolving around more serious or relevant issues than this one as football violence has somewhat died out.

Unit 21 - P1: Existing Dramas

Game Of Thrones 

Personal Relationships - GoT has a lot of relationships in the program from family to loving relationships. Families play a big part in GoT as it is the families (houses) that are all working towards the iron throne. The viewers can use the relationships in GoT to relate to their real world situations because even though they are fictional they share issues from the real world. GoT is a very long series and one of the main points is that it goes deeply into the characters and creates a lot of depth and this could allow the viewers to use the characters as a substitute for companionship.

Personal Identity - GoT will help many people with Personal Identity. 2 of the most powerful characters in GoT are female leads: Daenerys Targaryen and Cersei Lannister and this displays a strong female in a male dominant world. GoT also displays conflict between the north and the south of westeros which can be related to England where there is also this conflict.

Diversion - GoT offers a lot of diversion in the show offering entertainment from Intense violence, Gore and sexual scenes. the show is very intense and the episodes are immersive which helps to bring the audience away from there day to day life and escape any problems that they may be experiencing.

Surveillance - GoT offers surveillance in many ways, on way is though the class system. GoT displays very high class lords and ladies but also shows the lowest of the low classes and displays how different there lives are and allows the audience to see how the other side of life is lived.

Peaky Blinders

Personal Relationships - Peaky Blinders displays a large amount of personal relations as the plot
revolves around one family "The Shelbys" and shows how they work together as a family and the struggles they face in the different relationships. This allows the audience to relate to the characters and there problems because they may experience the same issues.

Personal Identity - I think the audience will be able to gain personal identity from peaky blinders due to the people that are represented although the show has many male protagonists it also has some very strong female characters. 

Diversion - PB offers alot of diversion/entertainment away from the audiences day to day life, the violent nature offers alot of entertainment, the show also goes deeply into character development and this means that the audience can get to know the character and feel as if they are part of the plot.

Surveillance - Peaky blinders is a transgressive drama that follows the lives of the shelby family and there gang, the peaky blinders. This offers surveillance because the audience will have never seen or experienced gang culture and activity first hand.

Breaking Bad

Personal Relationships - The relationships shown in breaking bad are all relationships that the
audience will have experience; Family, Father & Son, Husband & Wife, Romantic Relationships and more, common issues are share with the shows relationships and will most likely share the same issues that the audience will experience in there lives, the relationships in BB feature the break down of a marriage, the struggle for a father to bond with his son and the issues a young male has with his girlfriend.

Personal Identity - The personal identity in BB can be found through sharing issues that the character have however most of the characters are drug users and criminals meaning that the audience may not be able to relate to the characters as most of them will not lead the same lifestyle as them.

Diversion - The diversion factor for BB is drug use and violence, this helps to divert the audience from there life and offer entertainment because it is transgressive and audiences enjoy that, the series also has a very immersive plot which pulls in the viewers and offers them a diversion from life.

Surveillance - BB offers surveillance because of its use of drugs, gangs and violence which is something an average audience will never experience in there life and it allows them to understand how the world works and how an innocent party can be pulled into the world of crime to deal with their problems.

P3: Production Schedule

D1: Post Production Analysis

Analysis of Post Production.

When audiences go to see a horror film they expect to see specific things that link to the horror genre and i tried to interpret these things during post production.

Pineclones Productions is a short movie that we planned to be of the horror genre. I tried to edit my film to conform to the codes and conventions of a horror film.

The first thing i edited to do this was the starting title of the film, most horror films show a short scene with no dialogue and this input a title screen and this is what i have done. Serif font is used because audiences will recognise this as horror style lettering and helps meet the audiences expectations that they are watching a horror film. this font was downloaded from a copyright free source called dafont.

For lighting and colour correction i used an effect called day to night which made the scenes darker and more gritty this gives the film a more edgy and eery look to it making the audience feel as if they are in a night time setting. We used mainly medium shots this is so that we could see all the characters in.

We used mid close up shots in Pineclones because when we wanted to capture a moment that was intense and important to the plot so we brought the camera closer this is so that the audience can feel more involved and makes the scene more immersive. This shot is still effective because it shows the characters individually without any other interference and it helps to capture character emotion.

When we were editing the film, we took into account the genre was horror, so we used certain techniques to give it a horror genre look. For example creating suspense which is built on the audience’s anticipation. A video editor- in our case final cut pro, can use the timing and pace of clips to build this anticipation and grow suspense. There is no set formula for building suspense through timing and pacing but there are some basic guidelines that serve as a solid foundation.

Its usually best to use short clips and quick transitions in the action scenes (in our case the horror scenes running from the little girl) Therefore in post production when editing we made sure to use short clips with quick transitions in order to build the sense of action and chaos this crates fear. This is shown below where as u can see the start is long clips of the girls watching the horror films creating a feeling of normality and safety, and later on the clips are shorter breaking the feeling of normality and safety.

Sound effects play a large part in horror films to create further understanding of the plot and also as a technique to create scares or jumps, i added sound effects in post production with the though of doing this. Sound also plays a very large part in horror films as it is used as one of the main techniques to build tension and suspense and i added royalty free music into my post production to do this.