We were asked by a metaphorical company to produce a 30 second long television advertisement for an existing or new product. This means responsibility of pre and post production work, including planning, pitching and creating the product and its ad.
First we have to plan an idea to pitch to the client involving what our product is and how the advertisement created will be effective in presenting and selling it.With their approval, we must come together as a crew to produce a high quality product to present, recording this process in the form of an online production blog.
Our blogs must be designed to demonstrate the process young film makers go through in order to be successful in the advertisement industry.
However, initially we will have to figure out who our target audience are, and how our product would benefit them. We will do this using a range of methods, including quantitative and qualitative research and focus groups. From the information we receive here, we will be able to formulate what our key buyers like, dislike and when our product would be of use. Without this information, the advertisement and product itself may not appeal to them, thus resulting in less sells.
The Product
As a group, we decided to focus on the beverage industry as our main aim. We then discussed which section of this industry we wanted to expand on, whether it be soft drinks, juices, milkshake, hot drinks and smoothies. We avoided alcohol as it wouldn't be suitable for our age group. After considering the quantity of each category, we decided that there is room in milkshake to create a new and unique product:
However, initially we will have to figure out who our target audience are, and how our product would benefit them. We will do this using a range of methods, including quantitative and qualitative research and focus groups. From the information we receive here, we will be able to formulate what our key buyers like, dislike and when our product would be of use. Without this information, the advertisement and product itself may not appeal to them, thus resulting in less sells.
The Product
As a group, we decided to focus on the beverage industry as our main aim. We then discussed which section of this industry we wanted to expand on, whether it be soft drinks, juices, milkshake, hot drinks and smoothies. We avoided alcohol as it wouldn't be suitable for our age group. After considering the quantity of each category, we decided that there is room in milkshake to create a new and unique product:
- Soft Drinks:
- All Coca Cola products e.g: Cherry coke/Appletiser/Fanta
All Pepsi products e.g: Mountain Dew/Diet Pepsi/Mug Root Beer
All citrus sodas e.g: Tango/Cariba/Squirt
All waters e.g: Volvic/Evian/Fiji
Others: Monster/Lucozade/Irn Bru - Hot Drinks:
All tea brands e.g: Tetley/PG Tips/Yorkshire Tea
All coffee brands e.g: Nescafe/Alcafe
Others: Ovaltine/Horlicks/Galaxy
- Milk/Milkshakes:
Milk: Cravendale/Alpro Soya/Country Fresh
Milkshake: Yazoo/Frijj/Crusha - Smoothies/Juices:Smoothies: Innocent/Naked/Zero Belly
Juices: Robinsons/J2O/Minute Maid/Ribena
So, our final product is... The Syrup Waffle Milkshake. Our aim is to create the delicious taste of waffles and syrup without the mess and cutlery!
The Survey
We will then have to carry out market research in order to ensure that we stand out from potential competitors. This will involve looking at a range of existing advertisements, analysing the pros and cons of products, exploring which forms and styles are most effective and what products the audience already like.
This is the survey powered by Survey Monkey which is part of our market research:
https://www.surveymonkey.co.uk/r/NZXGW28
The survey i have created is a qualitative survey, as it takes into consideration overall factors like money, preferences and general buying views. Each option that is selected for each question will then result in a quantitate estimate of who our target is based on how many times each option is chosen.
The results so far:
Competition
In order for our product to stand out from others, our advertisement must also stand out. This means that i must now watch advertisements for existing and similar products and see how each is similar and different. From here, our competition will be evident, and we can devise as a group what to do similarly or different to create a good quality advertisement.
First, i looked at advertisements from leading milkshake brand Yazoo. This brand has been around for over 30 years, with over 80 million bottles sold in the UK every year, meaning it is a huge competitor in the industry. They have 4 flavours, including chocolate, strawberry, vanilla and banana and a small range of smoothie drinks which were a more recent addition. Although these flavours are very basic, they are clearly successful in sells.
This particular Yazoo advertisement was released in 2009 and finishes with their popular slogan of 'Milk Shaken Up'. Here, the company have used a mixture of surrealism and humour, as well as well edited animation to create a unique stand alone advertisement. By showing a cow in the advertisement, it also makes the product appear more fresh and appealing to parents who try to avoid giving their children artificial food and drink. However, i feel as though this advertisement would only appeal to a young child, or an adult with a very strange sense of humour. It isn't necessarily memorable, but i do feel as though something so ridiculous may circulate a few times before being lost under thousands of new and more catchy advertisements. Overall, the concept is unique, and makes the product appear fun and natural, which is a good mixture for both young and old.
After Yazoo, i looked at a more recent milkshake brand launched in 1993, Frijj. Although younger, Frijj offer a more unique and gourmet milkshake. As well as the 4 flavours sold by Yazoo, Frijj also offer flavours such as Cookies and Cream, Honeycomb, Raspberry and Chocolate brownie, for a more indulgent experience.
In this short advertisement, the use of repetition and animation is used to promote the product by offering some kind of prize through the purchase. This is effective as it will increase sales, however it gives very little insight to the uniqueness of the product. The animation is funny however, and would appeal to small children with wide imaginations and the parents saving money. It is short and simple.
This longer advertisement focuses more on the product itself by showing the strawberry flavour and introducing the products slogan of 'The Thicker, Slower, Better'. By using surrealism and a parody of what appears to be of the horror film 'The Stuff', Frijj have created a unique and entertaining advertisement that would appeal to all due to it's overall weirdness. It also encourages people to buy it by claiming it's 'better', which is a creative way of overthrowing the competition. Repetition is also shown here, with a variety of people being chased by the milkshake.The only complaint i have about this advertisement is it is too long, and after about 30 seconds the ludicrous screams tend to get irritating.
After watching these advertisements, our group will take in the pros and cons of each to create our own for the Waffles and Syrup Milkshake.
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