Brainstorm -
For my product I am going to create an energy drink. This is because there are a lot of elements of interactivity that I can add. I want the advert to be simple and minimalistic yet it still has to show what the product is. The ad will be aimed at people who are more conscious about their health and what is going into their bodies but will still feel like it isn't aimed particularly at gym goers like lucozade sport. I think that the campaign will be bright but is only going to use two or three colours so that it is not overpowering but is also eye-catching and will get peoples attention if they are on the train or are visiting a website.
The 'League of Rockstars' campaign is interesting because it encourages the audience (teens to young adults) to get involved with the campaign. The idea behind this campaign is the thought that being a Rockstar is all in your attitude and not just a name given to famous musicians. The campaign took place on Rockstar UK's YouTube channel and featured people doing stunts and other daring acts. Online viewers will be able to vote as to whether the individual doing the stunt should be allowed to be in the 'league of rockstars'. This is a great campaign, especially for the target audience, because it allows the audience to be a part of the campaign without being taken away from the places where they engage the most and therefore makes Rockstar relevant to "a difficult to impress youth audience" as said by Head of Marketing, Adrian Troy. The colours of the ad are very simple with grey and black so that the yellow of the branding stands out against the rest of the advert without being too overwhelming, this is a good idea, mostly because if there are too many colours in one advert then it can get distracting and it won't be as effective. The Rockstar Energy Drink is also recognisable by it's yellow colour so the people who created the ad made that the focus colour so that it would be familiar to people.
I like the Boost ad campaign because they are all recognisable. The adverts all carry the same bold font with a witty slogan that will capture the attention of their target audience (15+ males) by doing what brands like Yorkie do, make it seem like the consumer will be more 'manly' if they drink boost and brand the drink in a way that might not be approachable for females. This is interesting because although the adverts don't target a large demographic a lot of people would be able to name the product of this advert just by seeing the font and the overall style of the campaign, just like Yorkie and McCoys, because people usually remember something that they either feel is exclusive or feel like they can't be a part of. The company did a good job of branding their product with the idea that the drink gives an energy like no other for example: 'Boost Up Yourself', 'Boost Dropkicks Tired In The Mouth', 'Boost Does To Tiredness What Dogs Do To Lamposts' which makes the company sound completely sure of itself, as is needed in advertising, a consumer is more likely to buy a product that is sold as 'the best' rather than 'second best'. I also like that the main colour in all of the ads is a bright blue colour, which again appeals more to the target audience than yellow, pink or green would because blue is generally seen as a more 'boyish' colour which fits with the overall masculinity vibe of the adverts. Blue is also a bold colour so the advert is likely to catch someones eye from across the street or at a bus stop than a colour like grey.
Mood Board:
My Mood Board shows examples of some logos and slogans that I might use and also shows the overall feel of the advert. Included is a picture of a sunrise because of the slogan 'wake yourself up' which fits in with the product being an energy drink. On the side of the advert there might be some nutrition facts because this is a product that is aimed at healthier people and I want to show that the drink doesn't have any hidden ingredients. The main colours shown on this mood board are yellow, blue and black which, I think, will be the chosen colours for the final campaign because they are bright, fun colours and represent being bold and energetic which is what the drink is about.
Testing:
This is a practise banner I did to test the layout and the text that I would use on the final ad. I put the can on the left side of the banner to leave space for the rest of the ad instead of placing the product in the centre of the banner where it would block the sun rise in the background. The text is roughly placed in the middle of the advert so that it will be the main feature and catch the eye of the potential consumers since slogans and captions are usually the focal point adverts and are what people remember. The colours are bright, bold and fun which will attract attention to the advert in a way that makes people interested in what the campaign is.
Proposal -
Campaign Purpose:
The purpose of this campaign is to advertise a new energy drink that I have created. The adverts main purpose is to make people go out and continuously buy the drink as their main energy drink of choice. The campaign isn't aimed to make people feel intimidated into buying the product but instead make them feel like they want to try it.
Title/Brand/Product:
The product that I am proposing is under the brand Natalie INC that has also created advertising for Fanta. As the main purpose of this drink is to energise the Energy Drink will be called 'Charge' to hint that the consumer needs to be charged, almost like a battery.
Client Needs:
The drinks market at the moment is missing an energy drink that doesn't have any hidden ingredients and the biggest products have ingredients in that might be questionable so the clients that I am trying to reach will need a drink that doesn't lie about what is inside but still has the same energising effect as RedBull for example. I will reach the clients needs by making sure that all of the ingredients are written on the label and on every can of the product so that they know what they are drinking.
Target Audience:
The target demographic of my audience will be females between the ages of around 16-24 because people shouldn't have caffeine before they turn 16-17 because they are still growing and it can damage their health so the campaign will be aimed at a more mature audience but still targeting young adults. The latter age is 24 because a lot of students at UNI will drink energy drinks when studying for exams or writing essays so the drink should be aimed at this age group because they are the main consumers of the product. The psychographic of the target audience will be people who are either people who go to sleep late or early risers just for that extra bit of energy before going off to do what it is they need to do that day i.e. go to school, uni or work which is why this advert in particular has the slogan 'wake yourself up' to further ascertain this psychographic.
Style:
The style of the advert is going to be bold and bright. The colours in the logo are black and yellow which provides a burst of colour but the can is also light blue. These colours will further be shown in the rest of the ad through the sunrise in the background. The fonts in the advert are bold so that they can easily be read from a distance, this also makes the slogan the focal point of the advert which is the memorable part of the campaign.
Interactivity:
The interactivity in this advert will be in the way that the text moves onto the screen. The 'Wake Yourself Up' slogan will zoom in from nothing which makes it the focal point of the whole ad and also adds to the feeling of a burst of energy. The nutrition fact 'no added sugar, no artificial colours' will scroll in from the right as the audience is reading it making it easier to see and more entertaining to look at.
Inspiration:
The inspiration behind this advert is the RedBull slogan 'Gives You Wings' automatically makes the audience think of an immediate burst of energy and essentially just having more power. The 'Wake Yourself Up' slogan is meant to give the same feeling with the sunset tying in with that feeling of an immediate effect.
Legal and Ethical Considerations:
When making this advert I have to make sure that the product and the ad itself is original and hasn't taken anybody else's work meaning that the slogan, product name and advertisement idea has to be completely my own. I researched Energy Drink names to not only get an idea of what is out there but to be sure that there isn't already a product with the same name as mine and if I used any basic stock images I made sure to edit them and layer them so that it is not a violation of copyright. In terms of Ethical Considerations I need to make sure that whatever I put on the product in terms of nutrition facts, they have to be true and cannot be made up. I also have to be careful that my advert does not cause distress or offence to the audience so will not have a political statement or things of the like.
Final Product:
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