Anotated Brief

The requirements of the brief pictured above are:

You have been commissioned by the marketing consultant agency Don't Panic! to create a 30 second YouTube viral advert to promote 'random acts of kindness' in the demographic of urban youth around the ages 16-25.

The target audience for this advert are young British youth around the ages 16-25 that may be in college, studying at a university or living away from home.   

Unit 2 group talk

Focus group feedback

The overall reception for idea one (that followed the young man on his way to college) was very well received. The group agreed that it had all the key messages required. One key piece of feedback I'd gotten was that the advert had an extra message of not giving up and to always try, even if you know you can't do it. So I've tried to incorporate this message with the other key messages that the advert required. Idea two was less well received, the group agreed that it didn't have any of the key messages that the advert needed, and the advert seemed to out there without appealing university students or young people living away from home. Finally idea three wasn't mentioned because the idea was scrapped before reaching this stage. 

Questions:

1. Is the idea appropriate for the campaign?
2. Does it appeal to you as the intended audience?
3. Is it clear what the message is?
4. Is it memorable and interesting?
5. Would it make you like/post/tweet?
6. Is it effective in making you want to take part?
7. Is this advert able to pass ASA rules?
8. improvements.  

Unit 2, task 5 Written Summary report

Task 5-unit 2.  Written summary report

We are creating an idea for an advert that will promote the 'Random Acts of Kindness' 2016. The target audience for the advert are British born youth between the ages of 16-25, that may be in college, university or working and living by themselves. The main platforms that this advert will be distributed on will be YouTube (to allow easier sharing), camping websites that promote similar ideas, college and university websites to get the target audience's attention and a segment on Radio 1Xtra. Something that our research tells us that the target audience's listen to the most out of a selection of radio station's

   

Advert one follows a young college student walking towards college, after being inspired by someone helping him, he tries to help another person, but fails to do so. The random act of kindness is not only when he gets helped, but when he tries to help another different person.

Advert Two follows a large group of youth after seeing the campaign go onto help other people by buying their coffee at a café. Then later on have a party about the random acts of kindness.

Out of all the ideas I created, I decided that I would go for the first idea ‘Walking Towards Kindness’. And discounted the second idea of the ‘celebration of kindness’. The second idea was impossible due to the logistics, it would have been impossible to film the entire advert with the time given. It was also impossible to film with the amount of actors that we have, we would have needed over six different people but we only have three.

The level of origination would have been too high and difficult for the second advert. Whereas the first advert will be manageable with the time given and the amount of props we need.  Plus the advert didn’t carry the message well, and the target audience didn’t feel inspired at all after the idea was purposed to a focus group of young British youth, which are the target audience for this advert.

However the first advert was received well, by the group. They felt inspired after watch this advert and agreed they would share the advert on different social media websites. They also agreed that advert one conveyed all the messages that were need.

Advert one will be possible to film within the amount of time given, and transporting the props for the advert will be easy. However, one major problem when filming will be finding the right location to film, without any people to distract or ruin the filming stage. Still the level of organization for advert one will be rather low and manageable, allowing us more time for the production and post production stages of  advert. Also advert two needed over 10+ actors to film it properly, witch meant we need every actor selected to show on the day of filming.

There was also an idea for a third advert that had one student that went around different college and university sites dressed as a skeleton telling puns based on their costume. Then giving out treats to people that laughed with him. It seemed like a good idea at the time, however the advert didn't have the core message of 'pass it on' and we didn't want to remind our audience of their university sites or colleges.

While idea three was the one that stood out the most from the ideas, we also had the problem of getting permeation to shoot different parts of the advert on different sites, plus the timeframe posed a problem as we would of had to move from different sites across the UK, so it would have been impossible to film, edit and distributed the advert in the time given. We also has the issue of the actor in the costume being to embarrassed inside to costume, the costume was also 'too hot' inside for the actor so we has to replace him. Taking even more time in order to find the right actor for the role.

Finally one of the biggest problems we have to face, even if we selected idea two or three is the weather. The filming for advert one is namely outside so if it rains the box would get soggy and damaged and we would have to get a new one for the next attempt. Still advert one will cost the least out of all three ideas, carries the message best without seeming to boring. Advert one also relays on our actors (which have been chosen and agreed to a time and place that would be best for them to film). Whereas the other two ideas need the participation of the general public, and we would of had to get their permeation plus give them some payment for being in the advert. But still advert one as it is follows all the regulations of the ASA (Adverting Standards Authority) by having nothing that would offend, distress or promote any sort of violence.   


  

  

Purposal for a 30 second charity advert.

 The requirement of the brief is to create a 30 second viral advert. Promoting random acts of kindness among the age group of 16-25.

The advert has four key messages to convey: Every individual can bring positive change, kindness breeds kindness, inspire acts of kindness in the ages of 16-25. Finally and most importantly pass it on. Plus this advert has a fifth hidden key message of always try, even if you don't succeed.  

 The deadline is February 26th

Our target audience are young British people around the ages of 16-25, of both genders that would be college or university students that may be living away from home with the demographics of D, E. Also targeting young people with the psychographics of both explores and reformers.

 A synopsis of the advert:

Start- Our advert starts with a young person walking towards college, on his way someone pays for his coffee.

Middle- Inspired by this random act of kindness, he then goes onto helping another person but fails to do so.

End- At first the person he tried to help doesn't appreciate what he's done for them, but then smiles and feels inspired to do better then he could.

 This advert fully meets all the requirements of the brief. It promotes the key messages that we're trying to get across, it would inspire young people to share and preform these random acts of kindness. Lastly it simple and easy for people to understand.

This advert has two persuasive techniques: Altruism by helping other people and Humour by having him fail to help this person.

The intended response that we want to draw form our audience is for them to be inspired by this advert, then go onto preform their own random act of kindness then pass it on to challenge their friends over social media websites.

This advert would go viral for it light-hearted sense of humour and tone. Not only would people share this to show where they got the idea from, but so they could brighten a friend’s day with the nice and light tone.

 We should distribute this advert on all the different social media websites that most people in our target audience use (IE Instagram and Snap Chat). The advert would also be on YouTube, which would make the video much easier to share over these social media websites. Finally the advert will be distributed on different campaign websites to get the message across an even wider scope. We also need to distribute this advert on different college and university websites, while still aiming for small segments on T.V shows that our target audience watch, like Rude Tube and Russell Howard’s Good News.    

Resources and logistics:

The advert won't require much, only needing three actors (the young man, the person he helps and the person that helped him). While the location being a café and a side walk that isn't overcrowded. Costumes will not be required for the advert. Finally the only props needed would be a coffee cup and a large box that the second person is carrying.

Results from different forms of research:

Feedback from the idea was positive, with the audience believing that the advert carried the messages that it needed to. With an extra message of 'Always try' attached along side the other key messages. 

Ethical and legal considerations, does the advert follow the set rules of the ASA?

The ASA (Advertising Standards Authority) has some strongly enforced rules that all adverts must follow before being distributed to the public. Making sure that adverts aren't misleading or distressing the audience in any way, by showing distressing imagery that might offend, upset or distress the audience. Or by displaying false information about a product of individual. However, charity advert can show certain images if it help convey the message further, thankfully this advert meets and follows every set rule that the ASA has set and is therefore able to be shown to the public.

The budget this advert has is only around the 7 pound mark, covering the coffee and the box needed for filming.

The major constraints that hold back the advert are: filming in the right place, away from a large group of people that can disrupt filming the advert, and carrying the large box from different locations that we intend to film at. I also have a few contingency plans in case something goes wrong during filming. For example if the weather was bad I shall film the most important part (the box scene) inside, and if the box was too large we have a smaller box with the word fragile written over it pretending it has expensive glass then dropping it. What the audience doesn't know is that the box is empty and that we just added glass shattering sound effects over it. 

The ASA homework due 13/01/16

The ASA (Advertising Standards Authority) is one of the major media regulators. It regulates adverts across UK T.V’s it receives and deals with the complaints made by the public about a T.V advert that seem unsuitable for a number of reasons (IE an advert has racism in it and must be taken down for ethical reasons).

While the ASA gets these complaints, it can’t punish the people responsible for making the advert. All it can do is post on their official website about the advert then take it to Ofcom (Office of communications). So in that sense the ASA is very limited in what it can do.

All adverts aired on T.V must follow the set of rules that the ASA has placed on them.  And require them to not be misleading, harmful or offensive. However charity and public service adverts have more scope to use powerful or upsetting images in order to get a certain message across, but there is a limit to what they can show. The ASA expects advertisers to follow these set of principles:

.Marketing communications must not contain anything that would cause serious or widespread offence.

. Adverts directly aimed at children (or featuring) must not contain anything that would result in their physical, mental or moral distress.

. Marketing communications must not cause distress or fear amongst the public without a justifiable reason. If it can be justified, the fear or distress must not be excessive. Plus marketers should not use a shocking claim or image for the sake of attention.

Overall the ASA is rather restricted in what in can do online, that it can’t punish advertisers directly and can only deal with complaints. However, they have a strong set of rules that can allow charity advert get their message across without causing distress to the public.  

Audience profiles: The Female

                                               

The average age of the females from our audience are:

16-21

  They like the male, tend to have a lot of friends on social media websites and enjoy going out.

The preferd sports to most females are: Tennis and running.

They also enjoy having their own sense of style to help them stand out of the crowd.

Finally the two psychographic groups most females in our audience fall into are: Reformers and Explores. 

Audience profile: The Male

                                                          The average age of the males in our audience is
                                                                    16-21

They usually enjoy sports like: Football and Basketball

They also enjoy playing musical instruments, And enjoy bands like Queen and Bon Jovi

They enjoy having their own scene of style that makes them feel unique and helps stand out of the crowd.

  Plus they usually have lots of friends on social media websites, and enjoy going out.

Finally the two Psychographic groups most males in out audience would fall into are: Explores and Reformers. 

How to appeal to our audience

http://popplet.com/app/#/2888420

IDEAS for charity adverts

Our advert starts with a big group of teens looking down at their phones.

After reading about the charity they talk (we don’t hear what they say) and then split into two different groups.

The first group head towards a shopping centre, and head into a shop (we don’t see what kind of shop and what they intend buying).

The second group head towards a café and order, then offer to pay for other people.

At the end of the day the teens group u then celebrate the day, and good deeds the other group has done.

The advert relates to how teens react nowadays. It would connote a happy feeling and keep the interested. It’s meant to have 2 of the elements of buzz: The secrets and the remarkable. We would need a big group for this advert to work, and need zero volume during this ad. The secret element comes from what the teens are saying, and what shop they enter. It’s meant to be more remarkable by the end because the advert builds towards it.  

IDEA no.2

We have a teenager walking towards his collage as our first step. On his way someone pays for his drink from a store

 Inspired by what happen to him this morning. On his way he stops thee times to help 3 different people with 3 different situations.

At first these people don't appreciate what he's done. Then realise what that he took the time to help them.

  Then one of these people go on to helping a different person by a small act of kindness.

Finally the avert ends with 'Stand for what is right, even if you stand alone'

This second idea can also relate to how most teenagers act nowadays. Instead focusing more on how 1 random act of kindness and inspire another act of kindness and how that can progress to other people. This falls under the remarkable element of viral buzz, and is a rather light-hearted advert.

Results of Research about charity adverts: TASK 2

Like most media products charity adverts have something called ‘conventions’.  Conventions are thing that are typical for that media product (like upbeat music in a happy advert), charity adverts tend to have different conventions depending on what the advert is trying to get across. But they usually have a person talking about a disaster that happen in a different country and how you can help the locals after the event. However if a charity advert wants to go viral among the internet it must include one or more elements of the six elements of buzz.

In order to examine what makes a charity advert viral, I will be looking and referring to the Telegraph’s ‘Pay it Forward Day with 3 random acts of kindnesses.  Link: https://youtu.be/KTCd3LB2Mcs

I believe that this advert is an unsuccessful attempt of creating a viral charity advert. First it only has 52,139 views on YouTube while other viral adverts have over a million; this proves it wasn’t shared over social media sites. It lacks any of the six elements of buzz and out of all the 19 comments left on the video the one that had the most likes said ‘it would have been better without the irritating music’.  The advert was bland and not only seemed forced but acted out by people that were chosen before filming of the advert had taken place.

How the audience consume viral adverts is by a set process. It starts by having the advert air on different TV channels or as adverts before a video starts on YouTube. After gaining attention most of the audience will look it up on YouTube and will usually be directed to the official channel of the distributor (IE the Save the Children advert being on the Save the Children YouTube channel). Then sharing it over their social media site profiles.

Viral Buzz is crucial in making a regular TV advert go viral on the internet. Viral buzz tackles a set demographic and psychographic, with one or more of the six different elements of buzz: the taboo, the unusual, the outrageous, the remarkable the hilarious and the secrets a advert can hold. But by adding a direct mode of address (having a person or people) look directly at the camera and audience. Using mode of address, it captures attention of the audience and connects the viewer with the person in front of them.  This would be effective when dealing with a younger audience as they are the most likely to consume these adverts.