Task 1:
Uncharted 4: A Theif's End
Print:
Video:
A) Aims and Objectives: The main aim of these campaigns is to promote the final instalment of the game series.
B) Target Audience: People that have played the previous three games. Aimed at people aged 16 plus due to the PEGI Rating System: "May contain explicit or realistic-looking violence, strong language, sexual references or content, gambling, or encouragement of drug use." With the first two games being rated 15 and the third game being rated 16 the target audience remained the same without anyone being alienated
C) Representation: A white male was used because the majority of the target audience are white males. Dark colours connotates that something bad has happened/ is going to happen. The protagonist is bleeding and holding a gun to show the audience that some sort of big fight is going to be included in the game.
D) Campaign Message: The message in the campaign is that a game series is coming to an end which is why the game is called "A Thief's End", it also indicates that it could be the end for the main character; could it be the end of his life? Using the word "Thief" suggests that he is someone that is going against the law.
E) Audio- Visual Advertisements Used in the Campaign: The main selling point in the campaign is in the video advert when Nathan Drake wakes up on a beach with blood on his face and reaches for his gun. By having this in the advert it draws the attention of the audience and makes them wonder what is going to happen which makes them buy the game.
F) Relevant Legal and Ethical Issues: The game has a similar concept to Tomb Raider with both storylines consisting on the main characters exploring places and finding treasures however because the gender of the protagonist is a male in Uncharted and a female in Tomb Raider the company can't be sued for copyright infringement.
G) Regulatory Bodies: Any advert has to pass regulatory standards (ASA) to be shown on live TV. There wouldn't be any problem getting approved as there is no discrimination in the advert.
H) Method: The franchise was so well known already that didn't need to include gameplay in the advertisement as the reveal of the character was enough.
Task 2:
Initial Ideas: Video Game
Aftershave
Deodorant
Bags
Sweets
Chosen Idea: Fizzy Drink
Product Name: Respo
Company Name: Respo.ltd
Product Description: Affordable fizzy drink to give the consumer energy through the day.
A) Credit to Scott Morrison - Our product will be advertising a new fizzy drink being brought to the market called 'Respo' and we are taking the advertising technique of making the audience feel like they need to taste our drink as our advertisement campaign will focus on two brothers/friends who juxtapose each others fitness activities with one being very active who constantly drinks Respo and the other is a couch potato and as the fitness fanatic takes a sip of his Respo he has a flashback of all of the activities he has done in that day. This appeals to our target audience of young adults as Respo is an alternate to other popular soda brands as Coca-Cola and Pepsi as our brand of fizzy drinks include more organic ingredients while still tasting great, the main campaign message being Respo can make you and happier and lead to a healthier lifestyle. Orange and Grape fizzy organic drink. Scheduled releases of seasonal flavours are planned with specific flavours complementing seasons such as Christmas, Halloween, etc. Respo's unique selling point (USP) is based on the delicious taste the drink offers while sticking to its organic ingredients and healthy diet options. The drink can be consumed as often as customers please, whether it be a one-off with their friends from the shop, if it replaces famous brand in their parents shopping basket or if it becomes a daily source of hydration, the drink is suitable for all of the above.
B) The product and advertisements will be released May 20th so attention for the product still exists for the start of summer. People can consume the drink to feel energised for sport activities. Plans for seasonal flavourings related to a holiday are planned such as a "blood" flavoured drink around Halloween and a Batternberg flavoured drink for Christmas. We would release our video campaign on sports channels such as BT Sport, Sky Sports, ESPN, etc. around 6pm because our prime target audience's (young adults) time schedule is the least busy at this time; also considering the recent decline in TV use for this age group, we would be looking to advertise our product through the Internet on popular social media sites such as Facebook, YouTube, Twitter, etc. We would release our print campaign by having banners in sports stadiums and having posters at bus/train stations. We will create an event inspired by 'Macmillan's Fun Run' were we offer to donate £1 to charity for every 10 runners as well as offering Respo for the runners as way of hydration free of charge. This will be a positive marketing strategy to get our product more well-known and have it on the way to be the industry giant we hope it will be.
Dates:
May 15th - - First Respo advertisements aired/published.
May 18th - - Respo social media advertisements begin.
May 20th - - Respo blanket release.
June 6th - - Respo Charity Run in Manchester.
October 2nd - Respo 'Blood' Halloween flavour released.
November 20th - Respo 'Batternberg' flavour released.
C) Credit to Jairon Fletcher - So this advertisement will have to pass an ASA (Advertising Standards Authority) review. Our advertisement will be easy to pass through this review as we are aiming our product to appeal to everyone including all ethnicity's and genders. Our original idea for the introduction line when advertising our drink was going to be 'This is the sh*t' but we decided against that as it involves swearing and this wouldn't pass an ASA review.
We looked into music that we wanted to use and it was suggested we were going to use Jumping All Over The World - Scooter. Our idea was going to use between 1:44 and 1:57. Although this idea was ruled out as we couldn't get the proper copyright permission letters of approval from the artist.
M2: To make sure people know that the audio-visual campaigns are linked together we will make sure that we use the same actors in both campaigns, we will also use similar colours, same location etc. Using the same logo, actor, setting, scheme, narrative (if you can show it through a poster) are all certain.
Task 3
Credit to Scott Morrison. - First idea: Our idea for an audio-visual advertisement is based upon the idea of 2 brothers juxtaposing each other. Our video advertisement will consist of one really physically fit and the other is a couch potato, the fit brother takes a sip out of his bottle of Respo to get flashbacks of his very active day because of his consumption of Respo while the couch potato wants to taste it but doesn't "deserve the taste" as the fit one states as he hasn't been physically fit enough, this shows the healthy option that Respo offers. Whereas the print advertisement will show the fit brother performing one of his activities as a still shot. The activity could be biking, running, swimming, etc. We will need to use a GoPro for filming the sports activities during the day as the POV shot, when used correctly, is very effective in creating the frantic cinematography necessary.
Credit to Jairon Fletcher. - Second idea: This is similar to the first idea but a slight alteration. The entire advert (audio/visual) is shot as a POV from an unhealthy and unfit persons perspective wearing slippers and a dressing gown. This person is called Sammy (gender neutral), this person walks into the room and seeing their brother. The fit and healthy brother is sat down wearing gym/sports gear and looks up saying how ugly and disgusting they are and that they need to 'GET ACTIVE!'. He throws the Sammy a bottle of Respo and as Sammy drinks it there is a flashing montage of clips of doing energetic activities in a POV style. As Sammy lowers the bottle from their mouth the other brother says how great they look already. The POV camera looks down and Sammy is now wearing gym/sports gear. This idea will need a GoPro or the footage will have to edited to look like it has used a fisheye lens. This is to give the effect of being in Sammy's shoes/slippers. The print based advertisement can show the healthy brother doing the activities such as Rock climbing, Biking, Swimming, Running etc. These shots of the 'energetic activities' could be a morning run. swimming, mountain biking, basically all the energy filled activities that the healthy brother does. These POV shots will have to look more interesting than they sound otherwise the advert wont be as fun and exciting. We can make these shots look better by using clever cinematography techniques such as Lighting, Dolly Zoom effect, canted angles, use of extreme close ups etc.
Third idea: This is very similar to the other two ideas as it would also be a POV but instead of it being brothers at their house talking, it would be set on a football pitch and you see them playing really badly: losing the ball easily, misplacing passes, running really slowly and finally we see him get tackled and fall to the floor. We then hear someone shout from off screen "(surname/ gender neutral name) what you playing at?" Camera looks at them. "Here drink some Respo." Bottle is thrown to them and they catch it and start drinking it. They stand up, throw the bottle off the pitch and run away really fast. They then begin to play really well, taking on loads of the other team, passing the ball which gets crossed back to them and they score an acrobatic over head kick. While they are celebrating there is a voice over that says "Respo, become a better you."
https://prezi.com/djlsonnyhr5z/respo-advert-idea-3/
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