Chloe Davies N8824363 Portfolio · 2015-06-03 · medium: bus shelter date: 15/10/2014 key no: 1890 – n&d – 017 166 author: chloÉ davies *positioned in both the glass behind

Amb318 portfol io

Chloé Davies N8824363

Developed by Chloé Davies N8824363

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Murrays Craft Beer

Headline


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CREATIVE STRATEGY STATEMENT Advertising will convince ‘millenniums’ wanting a premium beer that not only tastes great but also has a good product stigma. Support will be secondary research about the brand. The tone will be serious yet allusive. The character will be confident and cheeky. CLIENT: MURRAY’S CRAFT BREWING COMPANY PRODUCT: CRAFT BEERS MEDIUM: FULL-PAGE MAGAZINE AND NEWSPAPER ADS IN

GENERAL CONSUMER AND SPECIAL INTEREST MAGAZINES.

DATE: 15/10/14 KEY NO: 1890 – N&D – 017 164 AUTHOR: CHLOÉ DAVIES Headline: ENVY;

A FEELING OF GLOOM OR RESENTFUL LONGING WHEN SOMEONE ELSE IS DRINKING A MURRAY’S CRAFT BREW

Pic: (FOREGROUND - PRODUCT SHOT OF A MURRAYS CRAFT

BEER IN THE HANDS OF A MILLENNIUM ON A TERRACE. FOREFRONT – A MILLENNIUM WITH A BEER IN A GLASS LOOKING GLOOM OVER AT THE FOREGROUND MILLENNIUM)

Copy: The most offbeat craft beers. At Murray’s, visual art (like our

beer) is a passion we enjoy. Every beer we brew has its own distinct personality. Discover more of Murray’s world of craft beer at www.murraysbrewingco.com.au

Pic: Murray’s Craft Brewing Company Logo LAYOUT See appendix 1 for concept boards.


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RATIONAL PURPOSE The purpose of this advertisement is to create a headline for a print advertisement in magazines and newspapers. CONTEXT The concept of this advertisement was based on the definition of envy - a feeling used to describe watching a Murray’s Craft beer being consumed. However, the dictionary definition was modified as a humorous technique to convey the brand personality. Copy to support the advertisement includes the single-minded proposition, product description and the website for a call to action element. The use of the word world, gives the brand a sense of community and lifestyle. This advertisement will incorporate an attractive image of a social setting of millenniums – the target market. Like the modified definition suggests, a product shot will be in the hands of a millennium whilst another portrays gloom and resentment as they are consuming a commercial beer out of a red cup/ or glass. This conveys the message to pictorial reader in a pictorial sense. The Murray’s Craft Brew logo selected is ‘Moon Boy’ as it best represents the appearance of the target market – hipster beard, glasses, and beer drinking man. Overall, the reader is likely to sympathise with the envious drinker. This will lead to a desire for wanting a Murray’s Craft Brew. A ‘mouth watering’ effect.


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Natio for men

Short copy press ad


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CREATIVE STRATEGY STATEMENT Advertising will convince ‘urban professionals’ and metrosexuals wanting a clean-shaven look that Natio For Men Calming Aftershave Balm will calm the most sensitive skin after shaving leaving no shave rash or irritation. Support will be based on brand equity and product benefits. Tone will be imaginative and daring. Character of the product is confident, clean and fresh. CLIENT: NATIO FOR MEN PRODUCT: NATIO FOR MEN CALMING AFTERSHAVE BALM MEDIUM: FULL PAGE, COLOUR MAGAZINE AD, SELECTION OF

MEN’S LIFESTYLE MAGAZINES (INCL. GQ, MEN’S STYLE, MEN’S HEALTH, M2 AUSTRALIA)

DATE: 15/10/2014 KEY NO: 1890 – N&D – 017 165 AUTHOR: CHLOÉ DAVIES Headline: #TAKEOFFTHEBEARD Pic: (A HANDHELD BEARD SHAPED MASK WITH A WOODEN

STICK) Subhead: CALMS THE MOST SENSITIVE SKIN AFTER

SHAVING Pic: (PRODUCT SHOT OF NATIO FOR MEN CALMING

AFTERSHAVE BALM) Copy: FOR ALL SKIN TYPES | ALCOHOL FREE


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LAYOUT


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RATIONAL PURPOSE The purpose of this advertisement is to create a strong brand image for Natio For Men Calming Aftershave Lotion and to increase brand awareness among the target market by 60% over 6 months. A simple yet effective advertisement created for ‘Urban Professionals’ and metrosexuals in mid to premium style magazines. CONTEXT #TAKEOFFTHEBEARD is simple yet screams fashion in today’s industry. The use of the latest ‘hipster beard’ graphic and subtle forest green font, will attract the attention of today’s ‘Urban Professional’ and metrosexual. The advertisement is based on the concept that beards are used as masques due to the embarrassment of shaving rash and sensitive skin after shaving that some may suffer from. To achieve an increase of 60% brand awareness, a hashtag headline was created. Hashtags are used for the purpose of sharing content and, with its global social media success it is a fundamental platform in today’s industry (Campbell, 2013). The products single-minded proposition is another key aspect as it essentially tells the reader in simpler terms that using this product after shaving will leave you feeling confident in your fresh face – allowing you to #takeoffthebeard. A small packshot graphic is strategically placed in the corner around the SMP and two product descriptions. This creates user involvement; as the reader will need to look further to see the brand behind the advertisement. The creative and comic element to the advertisement is different to Natio For Men’s typical simplistic advertisement, therefore resulting in hype that collectively will create high brand awareness.


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A night of horror Traditional outdoor


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CREATIVE STRATEGY STATMENT Advertising will convince serious horror movie fans, independent filmmakers and wandering movie fans wanting to experience a night of horror. Support will be based on its previous eight years of experience and film entries. Tone will be scary with a humorous element. Character of the product is frightening, informative and interactive. CLIENT: A NIGHT OF HORROR INTERNATIONAL FILM FESTIVAL PRODUCT: 8TH ANNUAL A NIGHT OF HORROR INTERNATIONAL FILM

FESTIVAL MEDIUM: BUS SHELTER DATE: 15/10/2014 KEY NO: 1890 – N&D – 017 166 AUTHOR: CHLOÉ DAVIES

*POSITIONED IN BOTH THE GLASS BEHIND BUS SHELTER SEATING AND BOTH SIDE PANELS*

Pic: (4 ICONIC HORROR CHARATERS SEATED WAITING FOR A

BUS AND 2 CHARACTERS STANDING) Headline: BLOODY AWFUL RIDE AHEAD (LEFT PANEL, DOUBLE SIDED, TRANSPARENT GLASS) Subhead 1: WWW.ANIGHTOFHORROR.COM (RIGHT PANEL, INTERIOR SIDE) Copy: NOVEMBER Copy: SYDNEY, AUSTRALIA LAYOUT See appendix 2 for concept boards.


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RATIONAL PURPOSE The purpose of this advertisement is to inform serious horror movie fans, independent filmmakers and wandering movie fans that the 8th annual ANOH is coming in November. CONTEXT The hierarchy of effects model AIDA was used as a framework when creating this advertisement. In order to gain the attention of serious horror movie fans and all passing consumers, a high-impact minimum copy advertisement was created. With the understanding that the target market are well educated in the world of horror movies, the idea of mixing completely different iconic horror movie characters was used. This humorous technique will grab the attention of the target market, as the idea of combining such strong characters is perceived as quite offensive in the horror movie culture. The use of a dark blood colour will create fear and evoke emotions, much the same as the experience of the 8th annual A Night of Horror. Desire will be created through the idea that sitting at the bus shelter will make the user feel apart of an experience. From here, two types of interest are created. Firstly, a consumer wanting to know the brand behind the advertisement, and secondly, consumers wanting to know more about the festival and business opportunity. The use of the headline ‘A bloody awful ride’ will effectively separate the target market from walk by traffic. Only this target market will appreciate the word play and gory concept. Although what is also so great about this headline is the fact that consumers who aren’t apart of the target market will still find it humorous, as it may relate to previous ‘awful’ public transport experiences. Leading to the informative yet equally important element of the advertisement, action. ANOH website URL, location and date is included to reach a large proportion of the target market on several platforms. The underlying concept of this advertisement is to give consumers a sneak peak into the experience and variety of horror movies that can be seen at the festival. In addition, it will also inform consumers about the availability of public transport to the festival itself.


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Queensland government

Guerilla


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CREATIVE STRATEGY STATEMENT Advertising will convince Brisbane citizens and specifically inner-city workers, students and residents wanting to live in a safe city that reporting any suspicious activity will ensure the safety of G20 Summit members, Brisbane citizens and will make Brisbane a more alert and safe city. Support will be Government regulations and the product message. Tone will be serious and urgent. Character of the product is serious with a creative execution. LAYOUT See appendix 3 for concept boards. PURPOSE The purpose of this advertisement is to make Brisbane citizens and specifically inner-city workers, students and residents alert and report any suspicious activity during the G20 summit without cause undue panic or alarm. CONTEXT Flash mobs are a globalised fanatic guerrilla-marketing tactic. However, with the ever changing and increasing technology, advertisers have moved onto the next best platform, leaving flash mobs a memorable tactic of the past. In order to create a high impact low cost advertisement, Queensland Government and G20 need not only man power but to generate both online and offline conversation. This can be achieved through bringing back the flash mob trend. A large group of people will infiltrate Brisbane’s popular streets and malls, initially blending in with bystanders. A choreographed piece will be performed through out high foot traffic times during the day. A partnership agreement will be formed with Queensland Ballet to have a large group of performers in exchange for Queensland Ballet promotion. This will be seen through logo placement on the back of the promotion T-shirts along with the G20 logo. To inform consumers and generate conversation, the large group of performers crowding Brisbane streets will be wearing T-shirts with questions relating to safety. See Appendix 3 for T-shirt concepts. The hashtag #IMG20ALERT was created to spark social media conversation and to give consumers a sense of community and belonging to an important cause (Campbell, 2013). Concept four, ‘We thank you for looking up’ plays on the incredible mobile device consumption when walking from A to B. This humour technique gives such a serious and important topic character. Call to action is also as equally important in this advertisement therefore both the number and website is plastered on the back of the T-shirts. Overall a well-organised and branded platform, which will raise awareness without causing undue panic that other platforms may cause. In the event of panic or customer response, performers will have the ability to answer any questions and concerns. Not only are they walking advertisements, they to have the power and responsibility to report any suspicious activity they see whilst performing.


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Queensland museum

radio


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CREATIVE STRATEGY STATEMENT Advertising will convince both ‘conventional and traditional families’ (Roy Morgan, 2014) coupled with tertiary consumers wanting a new and interactive family-friendly experience that Deep Oceans exhibition offers. Support will be previous advertising digital, outdoor and ambient advertising. Tone will be informative with an alluring and enthusiastic approach. Character of the product is both a fun and family-friendly adventure and an alluring and thrilling journey for the curious of what lies beneath.

CLIENT: QUEENSLAND MUSEUM PRODUCT: DEEP OCEANS MEDIUM: 30 SEC RADIO COPYWRITER: CHLOÉ DAVIES DATE: 06/10/2014 SFX: (UNDERWATER POOL) SFX: (FADING SONAR – TWO RINGS) (ALLUSIVE AND HAUNTY TONE) ANNCR: Deep Oceans. SFX: (FADING SONAR – ONE RING) Queensland Museum’s latest installment has gone colder and

deeper than ever before.

Enter a dark and dangerous world of giant sea creatures and bizarre fish as you journey below the Earth’s surface to discover what lies beneath in Deep Oceans. (ENTHUSATIC CHEEKY TONE)

ANNCR: Do you have little ocean critters or deep ocean explorers? Come and join Captain Barnacles and the Octonauts to explore, rescue and protect as you journey through our family-friendly adventure.

SFX: (OCTONAUTS BUBBLES) (ALLUSIVE AND HAUNTY TONE – FAST PACED) ANNCR: Exhibition ends October 6.

(STANDARD ‘TERMS AND CONDITIONS’ TONE)


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Brought to you by Australian Museum and Questacon – The National Science and Technology Centre. Tickets available at qtix.com.au and Queensland Museum, Southbank. (ALLUSIVE AND HAUNTY TONE – WHISPER – FADE OUT) Don’t miss out on uncovering the world’s deepest mysteries.

SFX: (UNDERWATER POOL) SFX: (SONAR – ONE RING)


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RATIONAL PURPOSE The purpose of this advertisement is to inform the target market that the Deep Ocean exhibit is in its closing days at the Queensland Museum and this is their chance to see it. Resulting in increase visits to the exhibit and the Museum itself. Due to the time sensitive situation of this advertisement it was crucial to create a copy that equally targeted ‘Traditional and Conventional Family Life’ (Roy Morgan, 2014), ‘Pester Power’ and ‘Tertiary’ consumers. CONTEXT The hierarchy of effects model AIDA was used as a framework when creating this advertisement. Sound effects and announcer voice tone plays a key part in the delivery of this advertisement. “Radio plays on the power of sound and the intimate listening space. Listeners paint their own emotive picture in their minds-eye, as they actively interpret the messages they hear” (ARN, 2014). To attract attention, underwater pool, sonar and ocean bubble tones (SoundBible.com, 2014) are used as an ambient technique, which will essentially makes the listener feel like they are in the Deep Ocean much like the exhibition. For example, the fading sonar helps to extenuate the mysterious deep ocean atmosphere suited for ‘Tertiary’ consumers and the parents of ‘Family Life’. The use of ‘Octonaut’ bubbles will gain the attention of ‘Pester Power’ children, which will create hype and spark interest in the advertisement. Announcer voice tone also plays an equal role in the success of the delivery. Tone of voice will change as the copy targets each segment. The advertisement begins with an allusive and haunty tone to support the ambient technique previously mentioned. This will change to a more enthusiastic and cheeky tone when addressing the family-friendly ‘Octonaut’ adventure. This will then change back to the allusive and haunty tone however, at an increased pace to help project urgency. A standard ‘terms and conditions’ tone will be used for important information and lastly back to the original allusive and haunty tone however in a fade out whisper effect, to represent the ending of the exhibit and advertisement. To further create interest, a short snippet of the product description is included to explain the exhibit, however still keeping it very much a mystery. This will not only create interest but frustration, which will ultimately lead to a desire to know. The effect of desire played a major role in the copy created for both the ‘Family Life’ and ‘Pester Power’ consumer. By using the words to describe children as ‘little critters’ and ‘Deep Ocean explores’ creates both humour and adventure for listeners and leaves them with the desire to participate in the exhibit. After creating interest, attention and desire action is then incorporated by including the end date and ticket purchase information. Due to the time nature of this product and objectives, telling the target markets they will miss out creates a sense of urgency.


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Appendix #1 MCB #2 ANOH

#3 QLD GOV.


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APPENDIX 1 Client: Murray’s Craft Brewing Company Background Image Concept: Logo Concept:


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APPENDIX 2 Client: A Night of Horror International Film Festival Headline/Iconic Horror Movie Character Concept:

Panel Concepts: Right panel, one sided,

coloured: Left panel, double sided

transparent glass:


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APPENDIX 3 Client: Queensland Government T-Shirt Concepts:


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REFERENCES

2014 Murray’s Craft Brewing Co. (2014). Beer. Retrieved from

http://www.murraysbrewingco.com.au/beer.php ARN. (2014, August 28). AMB319 Media Planning: Week 6 Radio Lecture

[Lecture Notes]. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-5354629-dt-content-rid-3197360_1/xid-3197360_1

Campbell, A. (2013). What is a Hashtag? And What Do You Do With

Hashtags?. Retrieved from http://smallbiztrends.com/2013/08/what-is-a-hashtag.html

Deep Oceans. (2014). The Exhibition. Retrieved from

http://www.deepoceans.com.au/about-the-exhibition/ Raindance. (2013). Guerrilla Marketing: The Power Of The Flash Mob.

Retrieved from http://www.raindance.org/guerrilla-marketing-the-power-of-the-flash-mob/

Roy Morgan. (2014). Value Segments. Retrieved from

http://www.roymorgan.com/products/values-segments SoundBible.com. (2014). Ocean Sounds. Retrieved from

http://soundbible.com/tags-ocean.html YouTube Trends Team. (2011, April 21). The 10 Most Viewed Flash Mobs of

All Time [Web log post]. Retrieved from http://youtube-trends.blogspot.com.au/2011/04/10-most-viewed-flash-mobs-of-all-time.html

Documents

Chloe Davies N8824363 Portfolio · 2015-06-03 · medium: bus shelter date: 15/10/2014 key no: 1890 – n&d – 017 166 author: chloÉ davies *positioned in both the glass behind