P2 P3 (U20): Create a plan for a cross media advertising campaign in response to a client brief
Phizzwizzard Ad Campaign
Phizzwizzard are an up and coming Beveridge made by the well established soft drink company, Carter. The product will have a strawberry lace flavour and will also be unique as it strives to be a healthy alternative to sugar loaded drinks.
Aims and objectives
Carter are planning for this new campaign to become viral in order to link in with their target audience of 30 something year olds and a secondary audience of people aged 13-18. Carter are hoping to create a retro theme surrounding this brand so that they can be associated with nostalgia and retro vibes. Carter are hoping that the campaign will go viral leading to a wider audience understanding the brand and therefore hopefully buying the product. To achieve this Carter are planning to use three different adverts to coincide with each other in order to make the campaign go viral.
Target audience
Phizzwizzard would like to target their media campaign at nostalgic "30-something year olds" and a secondary audience of 13-18 year old individuals. Having a larger demographic of people to aim their product at, can potentially result in Phizzwizzard having a large market share in a brief amount of time. Having a secondary audience of 13-18 year olds can help popularise the brand by helping make the marketing campaign go viral. Because 13-18 year olds are frequent users of social media and would be able to spread the brand.
Key messages and purpose
Within the advertising the campaign one of the key messages is that Phizzwizzard is a sugar free drink. This is a important message for the brand to get across to the audience as it can be a USP which could apply to a niche market, the purpose of having a sugar free drinks allows Phizzwizzard to advertise the drink as a healthier alternative to other soft drinks such as Coca Cola and Pepsi. The advertising of sugar free drinks could make the product more desirable as the product would be cheaper due to the recent sugar tax.
The other key message from the advert is to bring back nostalgia and memories to older generations such as 30 year olds. To use nostalgia in the advert allows Carter to gain a large population of older customers, as soft drinks naturally attract younger audiences.
Call to action
A call to action that I've come up with is the #FizzyFlashback,this social media hashtag is similar to the ten year challenge, the challenge which consisted of people posting pictures of themselves at the start of the decade (2010) and at the the start of the new one (2020). The hashtag I would use consists of people (mostly 30-something year olds) posting photos of themselves back in the 80s/90s. This gives us a great chance to spark nostalgia in our audience, however by doing this we are also excluding our secondary audience (13-19) who would be easier to target for social media campaigns as they are more frequent users of it. An alternative to this could be a Snapchat filter, because Snapchat filters would appeal to 13-19 year olds. The Snapchat filter would consist of showing the user what they would like in the 80's, This could allow younger audiences to be involved with a trend and could spread amongst friend groups and Snapchat influence's.
Media Choices- (M2 included)
The choices of media that I'll use for my advertising campaign are; LED boards, Magazines, TV Advert, Radio and a social media campaign.
LED boards:
In city centres, bus stop and plastic covered posters are used to display advertising. However, because of 21st century technology, advertising boards can be digitalised to make them more appealing to their older counterparts. On LED boards there is more potential to make the design stand out to potential customers. As well as this LED boards are also usually located in bustling city centres so the likelihood of older audiences, travelling to and from work perhaps, viewing the board would be higher than other print based medias. This is important for the brand as our main marketing focus is '30 something year olds', and also it would be easier to attract younger audiences such as 13-18 year olds as the animation could be more appealing. The Board will include a neon theme to keep with the retro nostalgic vibe. LED boards are an exciting innovation in City centres and other points of interest, because of the advertisement being outside and in the open they have a large footfall of both students (Secondary audience) and people who have day to day jobs (Primary Audience)
Magazines:
Magazine, despite falling in popularity with teenagers, some older populations (such as 30 something year olds) still read magazines as they find them an enjoyable source of entertainment. Because of this, magazines are great way in order to attract older customers because if we put our advertisement in the beginning or a few pages before the main article of the magazine then the advertisement would probably be seen. The advertisement would be incredibly similar to the LED board and that it would consist of an image of the drink in the can in front of a neon retro background with the sentence "Take a #FizzyFlashback" as that would be the main marketing slogan from this campaign.
TV Advert:
The TV advert will be the spearhead of our cross media campaign. It will release before our media types as TV adverts could potentially be our most viewed advert in terms of both our audiences. TV adverts are a good choice for our marketing campaign as during peak times, older audiences could become more aware four product as TV adverts cannot be skipped and a large potion of people who sit an watch TV stay in their seats during ad breaks. As well as this Carter could pay TV broadcasters such as ITV more money in order to "announce" the advert before playing it, therefore increasing the hype surrounding it and potentially increasing the viewers. TV Adverts are also a good method of marketing as the advert could be later uploaded to YouTube and could be recycled to be used as part of the social media campaign.
Radio:
Radio is another good method of advertising as almost all cars have a radio and older generations also may have radios at home for their own leisure. Radio adverts are also a good choice for our mark campaign as most radio stations have multiple ad breaks usually lasting 5 minutes in the space of 30 minutes. If the ads are repeated then its likely that they'll get stuck in the head of the audience.
Social Media:
Social media is a great method for our marketing campaign as its moderately used by our primary audience (30 year old) but its mostly used by our secondary audience. Social media the easiest platform to market across as its free to set up social media accounts. In order to promote our social media activity Carter would have to pay a fee. Social media is also the easiest platform to create viral campaigns which would aid the business significantly as it would make more people aware of the brand. As previously mentioned social media is easy to link to other adverts such as TV broadcaster adverts. Social media is also free and widely accessible, so that means a large population use social so that means there is a wider audience to target and attract. The social media advert would also use our Call to action #Fizzy Flashback, which will encourage users to share photos of themselves from the 80's and photos of them now, the hope is that the trend is picked up by more people and more potential customers are aware of the product. We would want to use Social media because we can target a large demographic by using multiple platforms, for example, Facebook attracts more people form ages 30 and above then Twitter, but other platforms such as Instagram have more of a younger audience. With this information its easier to target advertisements to different demographics depending on the platform.
Content, images, mood-boards and diagrams examples
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| Mood-board |
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| Phizzwizzard Digital Billboard sketch |
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| Phizzwizzard Logo sketch |
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| Phizz Wizzard; Logo |
Scheduling and key dates
A larger number of soft drinks are consumed in the summer months as hot weather usually coincides with cold Beveridge. As well as this, children aren't in school in the summer thus meaning more of them could potentially be outside or hanging out with their friends, possibly going to the shops, thus increasing the likelihood that they would buy this product. Because of this we've decided that the product would be best advertised in the late spring/ early summertime as it would allow us to gain as much brand recognition before the peak times during the year. We've set a production deadline of May 28th and an editing deadline of June 14th which means that the advert should be ready for the middle of July, in order to fulfil this we must make sure that pre production planning is completed as soon as possible so that we could start filming early into the next year. 5th of January is our deadline for the completion of our pre-production, this gives us roughly 5 months to prepare and film the advertisement before its sent out to editors in order to make sure the final products are suitable for Television, Social media and LED boards. *Due to the current ongoing COVID-19 pandemic, some of these dates need to be extended or changed
Distribution methods
The drink will be sold in newsagents across the UK, alongside this Phizzwizard will also be sold in all leading supermarkets in order to keep with other soft drink companies such as Coca Cola and Pepsi. The two main distributors are also different because of the different target audiences. For example more teenagers would most likely use newsagents as they shop in small quantities, however retail shops such as Tesco would be more appropriate as more adults would enter the shop.
Resources and personnel
To create our advertisement, we need a large team in order to create a positive workflow. For our LED board and Social media advert we require photographers to take pictures of our can as it would be needed for the advert. We also need editors in both the film and photo category as Both our photo based adverts (LED Board and Social media) and Film based advert (TV advert) will require editing to ensure the finished product is to a high standard. For our TV advert we need several actors both old and young for our proposed TV advert
As well as needing a large and skilful team to help fulfil our goals of creating cross media advertising campaigns. In general we need access to computer software in order to create all our adverts. For us to create a high quality LED board and Social media advertisements we need to have access to an up to date version of Adobe Photoshop and Adobe Illustrator. This is because we'll be applying various Photoshop and illustrator effects to our work in order to make it more appealing for the audience to see, hopefully then attracting more customers to our brand. For our LED Board and Social media adverts we need an image of our can as it would be the main feature of our advert. As well as this we need a good quality camera to film our TV advert. and we also need a video editing software to good standard in order for us to edit the advert easily and to create the best quality TV advert we possibly can.
P3
TV
TV advertisements appeal to those within the the 30+ age demographic. This is because a large majority of those who fall under this age choose to watch their entertainment and TV shows on streaming services such as Netflix and Amazon Prime. These services don't include advertisements. However our main target audience for this brand is over 30's. Using TV advertisements can allow Phizzwizzard to gain larger brand awareness through our target audience and potentially some younger audiences as well.
In our TV advert we aim to strike or audience with comedy, we want to make our advert remember-able because people enjoyed watching it. Our advert will centre around a man wishing he was back in time before stumbling across a lonely can of Phizzwizzard, after drinking he is transformed into his younger self, once he has he begins to do the activities he used to do when he was younger. The advert is a simple premise but it could hopefully strike a chord with our audience who are hoping to feel young again
Alternatively: we will use Social media to attract our younger audiences.
TV Documents:
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| Location Release Form |
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| Talent Consent and Release form |
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| TV risk Assessment |
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| TV Storyboard |
Social Media
Social Media would be used as our secondary method of advertising as it would mainly target our younger audience, whom are our secondary audience. Social media is used by 66% of the UK population which roughly equates to 46 million people using social media everyday for roughly 1 hour and 50 minutes. In our demographic; 16-23 year old, 82% of them YouTube (Our TV advert will also be displayed there) 80% Facebook, 79% WhatsApp, 76% Instagram, 57% Snapchat and 44% Twitter.
Our advertising campaign on social media will focus on four main platforms (We will also feature our campaign on YouTube however we will class this as our TV ad campaign)
Our main four platforms we would use are:
- Facebook (80% of the demographic use)
- Instagram (76% of the demographic use)
- Twitter (44% of the demographic use)
In social media advertising, you would typically see colourful imagery and designs to attract potential customers, as well as this Social media adverts need to have catchy slogans in order to make themselves memorable amongst their viewers, as well as this they need to eye catching from the beginning of the post in order to attract more audiences to their posts, as well as this social media posts made from us would have to differ depending on the platform.
Social Media Documents:
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| Talent Consent Form |
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| Social Media sketch |
LED Board
Led Boards are an effective method of advertising in city centres, the modern design and intriguing imagery helps attract customers to our brand. A large majority of these posters/billboards are located in Town and City centres, this is because these areas would have a large footfall at lunchtime, With this we can use people who may be working to advertise during lunchtimes to perhaps convince them to buy our drink on their lunch break. As a result of this, we may need to sell our product in Meal deal sections of shops like Tesco and Asda. As well as town centres, our digital; poster should be displayed outside train stations and other points of interest in terms of transport as its very common to have a number of conveniently placed shops in these areas, hopefully increasing our products sales.
Our advertising would be colourful and bright in order to attract people to it, we will ensure that our advert is also animated, it makes it more appealing to a number of people and it increases the chance of someone looking at the advertisement by 61%.
On a digital billboard you would typically see colourful animated images, because of this more people are more often attracted to this style as its seen as more eye catching, Digital Billboards are often also placed outside shops such as Tesco's especially when advertising products such as Food and drink items, which we are, Almost every Digital follows the same set of conventions such as colourful imagery, smooth animation and High quality video output. This makes he advertisement as eye catching as possible
Digital Media Documents:
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| Talent Consent Form |
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| Phizzwizzard Digital Billboard sketch |
Competitors
Coca Cola: Almost every soft drink in the world must try to overcome the domination of Coca Cola. The caramel flavoured soft drink is arguably one of the biggest global cooperation's in the world. In the UK in 2019, Coca Cola experienced a 2% growth in its annual profits, this is helped by a number of Coca Colas subsidiaries such as Monster Energy and Fanta, as well as other brands such as Costa Coffee and Smart Water.
Coca Cola don’t have a extremely popular strawberry flavoured drink within the UK market the closest they have would be Diet Coke with a hint of strawberry, despite having Fanta’s strawberry flavour, The drink flavour isn’t widely accessibility in the UK. This means that there could be a gap in the market for PhizzWizzard to incorporate their brand and product to a wide audience. Capitalising on Coca Cola's faults can also allow them to attract more consumers away from the Coke brand. Hopefully then benefiting the company and its product to help raise more revenue.
Dash Water: Dash Water is a UK based flavoured sparkling water drink. Whilst not widely known and not yet widely available, Dash Water is quickly gaining an online presence as it been featured on several YouTube channels and Social Media accounts, this has allowed Dash, and its minimal calorie fruit flavoured water to rise in popularity. As well as this, the use of wonky fruit and veg (to help protect the environment and reduce food waste) and Dash Waters’ delivery service has increased its popularity with the teenage demographic, our secondary audience. Dash methodology highlights to Phizzwizzard that the use of social media and influencer... influence can help attract younger audiences to our primarily older brand.
As previously mentioned, Dash water has 0 calories which can rival Phizzwizzards unique selling point, its sugar free drink. Dash water is also water (believe it or not) which means it possess very few health issues such as Tooth Decay and liver issues which consuming large amount of fizzy drink may cause.
Rubicon Spring: Rubicon are a well established soft drinks company, the company is distributed by BARR, one of the UK's biggest soft drinks brands, Rubicon's most popular drink, Rubicon Mango is commonly seen in shop-floors. In 2016 Rubicon announced the new range of sparkling water drinks aimed as a healthy alternative for regular soft drinkers. Backed by a £2 million TV advertisements campaign. Each flavour has no added sugar included, contains vitamins, green tea extract and is made with natural flavours and colours. Each bottle has a maximum of 19 calories. BARR's head of marketing said that there is an 18% rise in Carbonate water shoppers, this means that the market is open for healthier alternatives for fizzy drinks. This is beneficial to Phizzwizzard because it means that they would be a demand for the product, but because of this demand other companies (more well known brands) will try to compete in the market, thus potentially drawing away sales from Phizzwizzard.
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