Product.
The product that I will be a fizzy/energetic drink tollered towards the sport and sporty people. Therefore, the drink will be promoted with the focus on 1 main sport that I will be focusing on which is Rugby.
Campaign message
Aims and objectives.
There are few aims and objectives that I have to achieve in order to be successful in my advertising commercial. There they are:
This is a very important topic, as marketing is not a science, which means that you can never predict if the commercial is going to work. The only thing that you can do, is to create the high quality product, that will convert the desire to action in people. As I am advertising the energy drink, the commercial should motivate people to do something (like sport). Therefore, the main idea of the drink is to show that there is a professional rugby player which is training in order to become better in the sport. While he is drinking the product, he is working out, and becomes better at it.
Product name: Sofiz
The product that I will be a fizzy/energetic drink tollered towards the sport and sporty people. Therefore, the drink will be promoted with the focus on 1 main sport that I will be focusing on which is Rugby.
Campaign message
There are a number of things I would like to talk about the product we have decided to advertise. The general idea is to advertise the product, through the energetic type of advertisement. This means that the advertisement will be scary, fast, with a huge variety of shots. Therefore, I have decided to create the commercial which advertises the different sports like Rugby, Basketball and Boxing, as I think those sports are very violent, with a huge number of action and the health hazards. Therefore, professional players do drink my product to keep them on track and ready for the next fight/game.
The actual story of the commercial is very similar to each other, as it carries the same idea, which is the player/professional is preparing for an important match by working out in the gym, running and training as much as possible and while they are doing that, he is drinking the actual product and representing the drink and the actual design. Then,each one of them is getting an injury, during the game. This injury makes him very weak, but the drink keeps him motivating. He goes through this injury with a medical help. After some time he is continues with training and with the life he had before.
Aims and objectives.
There are few aims and objectives that I have to achieve in order to be successful in my advertising commercial. There they are:
- Create a high quality and interesting advertising that will interest the viewer and might even influence him to buy the product that I am advertising.
- Create high motivational video
This is a very important topic, as marketing is not a science, which means that you can never predict if the commercial is going to work. The only thing that you can do, is to create the high quality product, that will convert the desire to action in people. As I am advertising the energy drink, the commercial should motivate people to do something (like sport). Therefore, the main idea of the drink is to show that there is a professional rugby player which is training in order to become better in the sport. While he is drinking the product, he is working out, and becomes better at it.
This logo will be going on the front cover of the bottles that I have designed for this unit as we think that the logo and the design is the most important parts for a successful campaign and a great selling product. This means that we have spent a large proportion of our time to create the nice looking design. In the end, we have designed the bottles and the boxes which will hold the bottles if someone would want to buy this product in bulk. I will talk about this in the next section in this unit.
The original idea was to create a product which will be focused on the healthy and natural drink called "Estragon". This name was taken from the Russian language which stand for the flower which is worldly known for the great refreshing qualities this plan has. After some further and thorough research we have found out that the " Estrogen" is a group of compounds named for their importance in both menstrual and estrous reproductive cycles. They are the primary female sex hormones. This have made us to change the products name, as the product name is very important for the overall training session. This is the picture is the actual design for the name:
This design was created by me and focused on the people that are interested in bright designs. Unfortunately, we have decided to change the name of out product, so this design wasn't finished as the general idea was to make the tail of the dragon to go around the drink there the underlining is at the moment. This creative step will allow people to focus on the actual drink and they will remember it.
Actual bottles design.
After we have definitely decided on the name of the product we have started to thinking on the design of the bottles. There were a lot of discussion and attempts to draw the design, as we think that the design is the most important part of an advertising campaign. Therefore, after some time, we have came up with those designs that you will see below:
After a long period of time, we have came up with this design. Unfortunately, after some discussions with my partner, we have decided to mainly focus on the 4 designs you see on the second sheet. The other 3 were not perceptive enough for the design we were going for. Therefore, the second design is more attractive to us, and therefore, we have sticked to it. In the same time, we have thought to create the
Packaging for the product:
There are a number of things I would like to talk about the product we have decided to advertise. The general idea is to advertise the product, through the energetic type of advertisement. This means that the advertisement will be scary, fast, with a huge variety of shots. Therefore, I have decided to create the commercial which advertises the different sports like Rugby, Basketball and Boxing, as I think those sports are very violent, with a huge number of action and the health hazards. Therefore, professional players do drink my product to keep them on track and ready for the next fight/game.
The actual story of the commercial is very similar to each other, as it carries the same idea, which is the player/professional is preparing for an important match by working out in the gym, running and training as much as possible and while they are doing that, he is drinking the actual product and representing the drink and the actual design. Then,each one of them is getting an injury, during the game. This injury makes him very weak, but the drink keeps him motivating. He goes through this injury with a medical help. After some time he is continues with training and with the life he had before.
Unique Selling Point ( USP )
The unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, suggested that, "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage."The term has been used to describe one's "personal brand" in the marketplace.Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.
( This information have been taken from this website: http://en.wikipedia.org/wiki/Unique_selling_proposition )
The reason for customers to buy the product is that the product that I am offering is a very high quality product that is created with the highest quality ingredients as possible. Unfortunately, drink market is the very competitive nowadays, therefore I would like differentiate myself from others by offering the highest quality as possible. Therefore, in order for people to remember the product, I have decided to focus on the taste of the product and on the design ( as I have already spoken about).
Therefore, my design is a very attractive for a customer as my primary research is showing that more than half of the people are voting for this product.
Target audience.
A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a specific group of people within the target market at which a product or the marketing message of a product is aimed (Kotler 2000). For example, if a company sells new diet programs for men with heart disease (target market), the communication may be aimed at those men but also perhaps at their spouses (target audience). Targeted marketing and targeted advertising strive for narrowcasting rather than broadcasting.
(This information have been taken from this website: http://en.wikipedia.org/wiki/Target_audience)
My target audience - are people in the age group from 8 - 50+. This drink is focused on the people that are interested in sport and would like to have a drink that will be helping them to progress in the different kind of sports and activities. Therefore, in the advertising campaign there will be 3 different successful sportsmen which will workout, drink and present it in the same time. This will drive and appeal to people to buy the drink and to remember it. This meets the objectives I have set.
Production process.
Launch date - 15/04/2015. The advertising will be shown in the Television and Youtube.
Location.
1)Television.
Youtube - is the most popular media service at the moment, therefore, to cover the rest of the audience, we need to advertise the product there as well. This will influence people to buy the product which will make it more popular.
Budget.
Model release form:
This website provides a free music for the commercial and film adverts. They are very famous for the work that they have done and they are uploading this tracks on YouTube which is a very populat channel at the moment.
Research for Copyright.
There are 2 main companies that are looking after the right of the enables composers, recording artists, musicians and other creatives to be recognised and paid for their work. If someone is thinking on using the products that are copyrighted, the owners will have to be informed, reported and paid for the use of that track. Those 2 companies are:
BBFC
( This information have been taken from this website: http://en.wikipedia.org/wiki/British_Board_of_Film_Classification#Mobile_Operators)
Ofcom.
(This information have been taken from this website: http://www.cap.org.uk/Advertising-Codes.aspx)
Production process.
Location.
The main place where my advertisement will be shown is on TV as I think this is the best place to target the audience that I am aiming at. As there are a huge percentage of people that are watching TV during the day time. So, in order to make the product very successful and popular, we have to show the advert during day and evening time. On the other hand, the percentage of those people is decreasing as you can find everything in the internet, which means that we have to extend the advert into popular internet services which are available today. Therefore:
2) Youtube.
Youtube - is the most popular media service at the moment, therefore, to cover the rest of the audience, we need to advertise the product there as well. This will influence people to buy the product which will make it more popular.
Budget.
Model release form:
My Music.
Research for Copyright.
There are 2 main companies that are looking after the right of the enables composers, recording artists, musicians and other creatives to be recognised and paid for their work. If someone is thinking on using the products that are copyrighted, the owners will have to be informed, reported and paid for the use of that track. Those 2 companies are:
BBFC
The British Board of Film Classification (BBFC), before 1985 known as British Board of Film Censors, is a non-governmental organization, founded by the film industry in 1912 and responsible for the national classification and censorship of films within the United Kingdom.[1] It has a statutory requirement to classify videos, DVDs and, to a lesser extent, some video games under the Video Recordings Act 2010.[2]
Ofcom.
The Office of Communications (Welsh: Y Swyddfa Gyfathrebiadau), commonly known as Ofcom, is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postalindustries of the United Kingdom.
Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from harmful or offensive material.[2][3] Some of the main areas Ofcom presides over are licensing, research, codes and policies, complaints, competition and protecting the radio spectrum from abuse.
The regulator was initially established by the Office of Communications Act 2002 and received its full authority from the Communications Act 2003.[1]
(This information have been taken from this website: http://en.wikipedia.org/wiki/Ofcom)
Code of conduct.
I have made sure that I will cover all the codes in order to decrease a number of issues for the project. In order to do this I have used this website:
The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow.
They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
(This information have been taken from this website: http://www.cap.org.uk/Advertising-Codes.aspx)
As my advertising campaign is about sport, I had to follow all the rules for UK's advertising campaign rules in order to satisfy the customer needs and to protect the work I have done.
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