Final Ideas

Hello there readers,

Today I am going to explain my final idea for the advert project based upon audience research.

Name:

The name of the brand is going to be cannon bitez because the audience agreed with the colour scheme for that product. I also think the 'cannon face' mascot will appeal to all ages and make the 

advert more memorable.

Slogan:

My slogan for the advert is going to be "Explosions of flavour" as this fits in well with the product name and the brand type.

Objectives for my branding campaign:

My brand's three objectives are going to be to:

a) Create a funny, family-friendly product advert.

b) To make the advert a memorable one.

c) To follow the ASA guidelines.

Advert idea:

My idea is that my actor buys some boring crisps to go with his lunch. He sits on a bench and opens his crisps where out pops 'cannon head' and shows him what it'd be like if he'd bought Cannon bitez. The majority of the advert will be set in black and white, however the alternate scene will be brighter and more colourful.

This idea, I think, is quite imaginative and will require a lot of patience and hard work, due to animating 'cannon head'.

The style of the advert would fall into a cross between a talking head and humorous as the advert needs to be funny and also needs to show why them audience needs to buy them.

The techniques used will be comedy and overt messaging as it's telling you why you should buy cannon bitez. I think these are the best options because they will make the advert more memorable and quirky.

Psychologically it promises a better feeling of flavour and new perspective on flavour, which could fall into the exaggerated claims section of the ASA guidelines, but 'red bull gives you wings' hasn't been changed as far as I know.

Technical rational:

Camera angles: I plan to use long shots, for the purchasing crisps, I think this portrays the thought that he couldn't be further from the real crisp choice. I also plan to use over-the-shoulder-shots for the alternative situation to get across this point of a new perspective of choosing snacks.

Editing: I plan to use black and white for the standard situation and switch to colour when it switches to the alternate perspective, similar to how they use colour in the classic 1939 film The Wizard of Oz. I also plan on using animation when the 'cannon head' is on screen.

Mise-en-scene: I plan on using a park bench for which a majority of the advert will take place, it is fairly boring and doesn't really have anything special about it, which make I perfect for the advert as it's primarily a boring theme.

Sound effects: When it switches to the alternate perspective shot, I plan on introducing saint saens 3rd symphony: 'Organ' as it's quite an exiting piece.

Special effects: I'm primarily black and white to colour. I will also be using the clone effect when it comes to the alternate perspective shots

ASA guidelines:

1) No exploitation is being used in my advert.

2) There is no offensive humour or humour of poor taste.

3) There is no sexual qualities being used in my advert.

4 & 5) The advert doesn't promote immoral or dangerous behaviour.

6) There is no discrimination used in my advert.

7) Doesn't influence children to do any immoral things, only to ask their parents to buy them for their lunches.

8 & 9) It doesn't make misleading and/or exaggerated claims other than they taste really good.

10, 11, 12 & 13) my brand cannot/does not make scientific, medical, psychic or finance claims.

14) My advert doesn't denounce the competitors e.g. Walkers/McCoys.

15) There is no violence being used in my advert.

Advert changes:

My advert has developed extraordinarily, my initial idea was that it was going to be a guy sitting alone on this ledge of a abandoned building floor, listening to music where he opens the crisp packet and starts dancing to the music, but after hearing the guidelines, I see that it could make exaggerated claims and influence children to sit alone in abandoned areas.

Final conclusion:

My hopes for this campaign have been raised and I am happy with the path I've set myself on and look forward to making all of the idea come together. This is because I now have a set plan and idea and now have a fixed idea on how it will look.

I look forward to working further on this...

Audience research

Hello readers,

Today I did my audience research here's what I learnt. Word of warning, this blog references the previous blog 'developing a brand', so to make sure you know what I'm talking about I would open a separate tab and open THAT blog.

1st I asked which of the colour scheme out of the three would look the best this would determine the brand I finally go for due to the set-specific colours to the brand.

As you can see the majority of answers pointed to fiery colour working well and being the one that made the most sense. This means I am going to go with the Cannon Bitez theme, with the slogan: "Flavour Awaits!"

 I then asked what they think about most in regards to purchasing crisps 5 being least important and 1 being the most important:

From the average line price and style seem to be the null point in their selection, colours and name weren't all that important and Flavours seemed to be the most important when selecting crisps.

My next question asked participants what people favoured in terms of flavour:

By a very narrow margin, Ready salted seemed to be the ideal flavour by 1%. Which tells me the flavour shown in the advert shall be ready salted.

Then came the question of price. I asked for a margin between 10p-60p which will be the price for a standard, walker-size, packet of crisps:

From this data I can see that the price will be 45p for a standard pack of crisps.

Then I asked how often they do their shopping to find out what kind of shoppers they are:

From this I learnt that most of the people I asked go 1-2 times a week so they are regular shoppers, meaning hey would have to go to a supermarket to do so meaning that my advert would also have to appeal to supermarkets. For this my idea could change into the actor buying the crisps from a random supermarket and going to eat them, My idea will get better in the future.

The next question asked people what music they listen as to appeal to their interests when selecting the music featured in the advert:

From this data I can tell that classical music would work well so something quite loud/exciting such as Saint saens symphony No. 3: 'Organ' because when the organ starts playing I could use that for when the actor takes the first bite.

The final question was what do you look for in an advert to make you want to buy that product:

From this data I can see that the video has to be funny and things like actions, music and colours aren't that important which means I should spend more time worrying about effects and the overall humour of the script and come back to the others at the end of production at the end.

I also asked for 5 adjective (describing words) for participants to describe themselves with. This seemed to be the question where very few people either had trouble or didn't want to answer. This tells me the package design needs to be quite simple and not overly flashy.

After all of this research I see that I have a lot of things to help me make this brand and I am looking forward to start making this advert.

Developing a brand

Hello Readers,

Today I have been developing a brand, but to those of you who are unsure this is MY definition of what a brand is:

So I had these things to take into account and start planning for; Name, Colours, Possible mascots and audience.

Names:

For my names I have come up with the following; Partiez, because it would be like a party going on in your mouth. Cannon Bitez, because it's like an explosion of flavour. And lastly Plus 1s, there was no actual reason for this name I just wanted something that sounded both professional and catchy so I was sat down going through various names saying "hey would you like some [insert name here]" (because that is what people would say if this product was real) and Plus 1s just sounded the best.

Logos/concept art:

Partiez:

I wanted there to be a variety of colour, to sort of symbolise the variety of flavours you can get.

Canon Bitez:

I wanted to reinforce the idea of an explosion of flavour, and how better to do that than make it look like the area around the crisp is actually exploding.

Plus 1's:

Seeing as the number one is important, it would only suit the fact that the logo be the number 1 mad of crisps, it could also be the number 1 guy, but for a bit of variety of options for my practice audience.

Colours:

For Parties the colours would be a wide variety of colours in neon form, such as:

 and 

or possibly this pattern:

This is because I want the crisp packet to be almost disco-like, which goes with the brand name.

For Cannon Bites I would want the colours to resemble the same colours seen in an explosion for example:

or possibly:

Because once again I want this to reinforce the idea of an explosion of flavor. and the colors of a typical explosion is red orange and yellow, however the second one is more aesthetically pleasing.

For Plus ones I'm thinking a blue color scheme just because I think it would make it quite unique and it blue is usually associated with calmness. So for a color scheme one of the following could work:

Or Possibly:

These two caught my eye because I thought they were the most natural out of the rest. I think the second option would work better as it's brighter and stands out more.

Mascot:

Partiez' mascot would be called 'the party animal' because everyone knows the saying but there is no actual animal to describe. It would be a range of Exotic animals for example Toucan wings or beak, Possibly a zebra head and hoofs and maybe a tiger's tail. This would make the advert both humorous and memorable.

Plus 1's mascot will just be a guy made of crisps... yes it sounds weird on paper, but in the advert it would make sense as I could possibly do a sort of party entrance where the bouncer is asking where the plus one is and they say right here and the crisp guy shows up.

I could also do just a massive number one with a face, This would make it more memorable I think because people will see the mascot and go "oh they sell plus ones here".

Cannon Bitez mascot would be an actual cannon with a face that shoots out packets of Cannon Bitez. this would give the audience a recognizable character related to the product/brand.

On the other hand I could also have the mascot be a cannon ball with a face, which might  might be an interesting choice, I would do this to sort of reinforce this idea of a more human like feature of the mascot, I think it would also appeal to children who would most likely ask their parents to buy the product for their packed lunches:

Audience:

My audience is definitely children and parents because the children would be most likely the ones eating them and parents because they would be the ones purchasing them.

Advert ideas:

For partiez, my idea is that there are people at this party and one of them is making fun of the crips choice, in which the party animal (shown above) shows up and "shows" him why the crisps are a great choice. this could be in breach of the ASA's guidelines where it glamourises violence, however seeing as there is no actual violence in the advert I presume that it would be alright. If it is in breach i could just get the party animal to do a talking head advert, which I don't think would be in breach of any guidelines.

For Plus 1s, as aforementioned, I could do something along the lines of someone being at a party and someone asks where someone else's plus one is and they either bring up the crisp packet or they point at the Plus 1 man. I might also just do a talking head where the Plus 1 1 is just explaining the product.

For Canon bitez I could do an animated cannon in a field which shoots out the crisp packets which fall into the laps of people having their lunches or in need of a snack. Or as a separate idea I could get the Cannon Biter (cannon ball head) to sing a song about why you should buy the product.

Slogans:

For Partiez I could have;

• Join the party
• For the animals
• Party On!

https://drive.google.com/open?id=11cTH4NJZpcpHRIHZloBpNppIZ6rC-IFM

For Plus 1's I could have;

• Dive in
• Have another 1
• Another way of snackin'.

https://drive.google.com/open?id=11fE9ZVnulY6TFwl1dld0syNdyh98wUsv

For Cannon bitez I could Have;

• Flavour awaits
• Explode your tastebuds
• Dare to taste?

https://drive.google.com/open?id=11hAPd40GqNGtKjpjuXXJmORCg-6-DBTF

Feelings:

I want people to be happy and satisfied by my product which means the actors/advert need to be happy in the advert in order to sort of spread the feeling of happiness.

Farewell for now:

So there are my Ideas for the advert, the reason I did three advert plans is because if one advert didn't test well with the focus group I wanted two to fall back in case the OTHER ones didn't work. Anyway, there are my ideas and so far I think I do have a lot to go onto and have got some very imaginative and quite complex work ahead of me.

Write to you soon...

Advert analysis

Smith’s crisps:

     

Explain: 

Animated potatoes sing about wanting to be Smith’s crisps. 

The audience:

People who buy things for packed lunch, supermarkets, cafés and possibly bars if they sell them. If the Supermarkets/Cafés/bars sell them, it would mean more of a profit as the more people that see the advert will buy the crisps from that seller. I think the use of animation and songs would make it appeal to children as well as adults.

Techniques:

Repetition which would make the name 'Smith's crisps' stick into the head of viewers. The message type is a hidden one: if theses crisps WANT to be smiths crisps you should by them. The advert style is a humorous/surreal type.

Psychological persuasion:

I'm not sure which category this falls into as it doesn't really detail why we need the crisps, it doesn't use emotional exploitation it doesn't provide a promise of improving status and the advert definitely doesn't use sex to allure the audience. Perhaps the use of repetition is psychological enough as it will make your subconscious remember the brand when selecting crisps.

Conclusion:

From this information I can tell that quite a simple and ridiculous will stick in your head and help selling the product. Critically I think this advert sells the product quite well, as it was an original, creative idea which appealed to all ages.

Walkers crisps (looney tunes):

           

Explain:

In this advert people are trying to eat Walkers crisps but the looney tunes collect them for Gary Lineker who is blackmailing Bugs Bunny into getting them. 

The audience:

Particularly children as they are most likely the ones who watch looney tunes. The audience could also apply to parents as they would be buying the crisps for their children and would want to appeal to what they enjoy.

Techniques:

The message type is a hidden one: "if the looney tunes want these crisps you should too". Nostalgia is also used as the adverts would have grown up with the looney tunes, which would have made the advert more appealing. Humour is also used as near the end of the video we see what is mentioned in the explained section.

Psychological persuasion:

I would say this advert falls into the 'defining the need' category of how an advert uses psychological persuasion, as the advert is secretly saying "you need to help the looney tunes find the pieces before it's too late for Lola Bunny"

Conclusion:

From this information I can tell that nostalgia is quite an impressive tool to use in an advert. Critically I don't think this advert work today with all the feminism as most people would complain that Lola is the stereotypical damsel in distress. It also glamourised violence when the Tasmanian devil took the crisps but left the old woman to be flattened by that roller.

Lloyds bank:

Explain:

A mother and foal travel along the British countryside overcoming all obstacles and in the end meet 
up with a band of horses.

The audience:

The audience would primarily be adults due to the fact they would be more interested in a bank account. It could possibly be catered to children due to the fact there is no speech but an almost a Disney-like story to it.

Techniques:

Hidden messaging: Together we will overcome. This advert is a realistic fictional as the bond between mother and child is strong between all species.

Psychological persuasion:

The relatable tale (single mother and a son going on a journey trying to get to where they need to be) could make single parents transfer to Lloyds bank because it would make them think that they would help out and get you where you need.

Conclusion:

From this information I can tell that a story based advert could be quite effective in getting your point across. It would also help reinforce a family-like quality to the advert. Critically the advert sells the brand well as it's wholesome and family-oriented story is all very relatable among almost everyone and makes the brand more relatable and makes the audience think that they care about families and what they're going through.

Start Of the Advert

Hello readers,

Today I started production on my advert for crisps. So far all these ideas are rushing through my mind of what the final advert could look like and also a bit of doubt as to wether or not it will actually look like what I pictured.

So far I've identified a variety of well known crisp producers and identifies some key themes along with them (shown below)

I see that I have a wide variety of examples to take inspiration from and now even more ideas as to how the final product will look.

Looking forward to working more on this...