LO2 - Be able to plan a cross-media advertising campaign to a client brief. (M2)
My Powerpoint
Speech for my Pitch:
Hello everybody at Knight Organics, we have been working on the brief for advertising your new organic soap and come up with various ways we wish to advertise your product, focusing on it's eco-friendly and palm oil free properties. We think that a heavy social media presence for the launch of this product would be very successful in making it a top seller.
For this advert we are going to aim to target a slightly younger audience of those who are 12-30 because they are statistically more aware of environmental issues than slightly older generations so much more likely to purchase an organic soap. There will be no specific gender or ethnicity target in order to make sure everybody feels welcome and like the soap is for them - especially as there is no colour or scent to the soap which could make it more masculine or feminine. We want to show that being eco-friendly and kind to the environment so aim to exclude nobody. We will aim the product at a social class audience of ABC1 in order to make sure a broad range of people are targeted as the soap is inexpensive but not a budget soap.
We have decided to rename the organic soap in order to make it more memorable and relating to the key message. When developing the name it needed to be short and simple in order to remain snappy but be something relevant to the key messages. These key messages that will be featured in advertising are being kind to the planet, kind to your skin, eco-friendly and trying to reduce your impact on the environment. However, the name also needed to remain light and friendly in order to make people want to buy the product due to it's associations with happiness - we therefore chose the name 'kind soap' - showing the key message of being kind in a clear, memorable way. When generating a logo for the soap name, similar processes were followed with key associations between happiness, kindness and being eco-friendly within images of leaves, balloons, hearts and suns. The final logo is classic but playful with a cursive font and embedded symbols which further convey the key message.
Out of all of the good qualities of the soap, we have chosen to focus on the USP of the product having no palm oil due to the heavy focus on the impacts of palm oil in current media and an increase in people becoming more aware of their impacts on the environment. We have also chosen to use this as it can be associated heavily with deforestation and therefore animals allowing the use of a mascot to be added to the advertising of this soap. We will encourage people to buy the soap along with a call to action of the #kindto which encourages them to share ways they have changed their lifestyle for the better (e.g. changing soap) therefore creating a social media buzz and encouraging other to be more eco-friendly and purchase the soap.
After online survey and interview research into our target audience, we have found that the colours they associate most with being eco-friendly are green, white and blue therefore meaning this will be a key colour scheme to keep the association and key message running throughout. The animals they associated most with being eco-friendly came out to be an orangutan, fish, elephant and panda. This led to the developing of 4 cartoon mascots within these adverts that would attract the target audience due to their cartoon nature appealing to a younger audience. This will also encourage them to buy the soap due to seeing the animals effected by palm oil and clearly showing that it is an eco-friendly soap. Along with them being cartoon, the alliterative nature of their names also means that they appeal to a younger audience and makes the advertising more interesting.
After this, we developed a slogan to go along with the mascots, further showing the key message and name of the soap of being kind to the environment and yourself. The final slogan is 'Kind to you, kind to us, kind' using a repetition of kind to further emphasise the key message and brand name while directly targetting the audience and making them feel guilty for using palm oil in the past.
We plan to launch the product with a youtube advert which will also be featured on the social media page from the perspective of the mascots. This youtube advert will be short and snappy at only 15 seconds long and will feature someone washing their hands with the kind soap while alternating between footage of that and secondary footage of impacts of palm oil featuring some of the animals used as mascots. This footage will include things such as deforestation and pollution in short 1-2 second bursts. There will be no background music and no sound on the secondary clips so the only audio will be short burst of the sounds of washing hands to create a white noise effect. This advert will fade onto a end screen showing the green leafy theming throughout the rest of the adverts with the main mascot, Ogg, and the slogan coming up on screen to end on a slightly lighter note and release the soap. This advert will be the launch of the campaign to set it up as an eco-friendly movement and use shock advertising to make the target audience feel guilty and so remember the soap and be more likely to purchase it.
At the same time as this, the social media profile for Ogg and friends will be released on Twitter and Instagram to keep promoting the soap as well as posting updates on relevant news about palm oil to keep the adverts factual. This will also keep the campaigns social media presence as 'Ogg' can post about the soap and promote it as well as allowing for feedback within the comments. Adverts will also appear on instagram stories and twitter. The social media accounts will create a buzz due to the target audience being heavy social media users and encourage them to share their stories with the #kindto along with sharing the best stories on the account. This will therefore encourage people not only to buy the soap but to share their story on the hashtag for a chance of being featured.
Following the original release date, animated skyscraper ads will appear on websites all with a similar green colour scheme but slightly different as they will feature the 4 different mascots and plants related to their natural habitat showing that being eco-friendly goes all around the globe and showing the message that kindness should be spread everywhere. These will show on social media and on the side of websites and display similar theming to the video and each other in order to make it recognisable after the release of the video. They will also display the logo further making it clear about the product and it's key message. At the same time, large scale print adverts such as bus sides and billboards will also be released in order to further show the soap off with the green style and the mascot at the side featuring the soap in the centre. The consistent theme will show the key message of it being eco-friendly and make it instantly recognisable.
In our production schedule, we will start with the video advert being created and released first around summer time as the colour scheme fits in with summery colours. In the following weeks the print advert will be released to keep the campaign going and ensure that the video advert and the key message is not forgotten. In the weeks following that, the social media account will remain with a heavy presence in order to keep the buzz going, keep people talking about it and ensure they are still trying to be more eco-friendly.
For this advert, we have considered the legal issue of using secondary clips for the video advert in order to show the impacts of palm oil. By using secondary clips it helps to keep the cost of the advertising down as we do not need to travel to record the clips and we have managed this by getting photography copyright release forms signed. We have also got parental consent forms signed in order to be able to use an actor in the video as well as intellectual property release forms in order to use the cartoon mascots drawn by other artists within the campaign. Shocking visuals within the youtube advert will be checked prior to release by several people in order to ensure they are not too shocking or disturbing for younger audiences.
Thank you for listening.
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