Task 6
Learning Outcome 2: Be able to plan a cross media advertising campaign to a client brief
P2 (U20):
Campaign Purpose
The purpose of our Phizz Wizzard drinks campaign is to promote, inform, advertise, and entertain audiences throughout the launch of the new strawberry laced flavoured drink. The campaign will be delivered through many different media platforms, such as billboards, video advertisements, and social media content. With a range of these channels, the campaign will aims to reach a wide audience, boosting its brand awareness, maximise profit and sales, and strengthen long term brand loyalty and returning consumers. A key part of the campaigns purpose is our genie in a can concept, which creates a sense of magic fantasy to the product. Just like how a genie grants wishes, opening the can of Phizz Wizzard delivers a chance to create the perfect drink, an unexpected experience, turning a daily drink into something exciting and memorable which is a crucial part of producing a drink. The theme of this reinforces an imaginative tone, captivating audiences and makes the launch more engaging throughout all media platforms.
As well as traditional advertising stratorgies, the Phizz Wizzard campaign will include innovative and creative approaches which will maximise the audiences attention. The campaign is made to take consumers on a visually engaging experience through a use of bold imagery and effective storytelling. Dynamic video advertisements will engage viewers in a universe where every gulp of Phizz Wizzard drink produces a sense of excitement, adventure, delight and fantasy. Our Social media content will also motivate interaction and engagement, generating conversations and creating anticipation around the drinks new launch, sharing their delight with other consumers. Furthuremore, carefully positioned billboards in high foot traffic locations will act as eye-catching reminders of the drinks release, leaving a memorable impression on commuters and bystanders. By combining creativity, technology, and tale-inspired content across multiple different platforms, the campaign will introduce the strawberry-laced drink but also inform and entertain audiences through the use of magical elements which helps to build a meaningful and long-lasting relationship between Phizz Wizzard and its consumers.
Campaign Genre
The genre of our Phizz Wizzard campaign can be portrayed as funny and relatable. Comedy and scenario-driven humour are used to spark the audiences and generate positive, humourous reactions. Relatable scenarios and light-hearted visuals help to produce a playful tone that aligns strongly with the target audience of young adults and student-age consumers. In addition to the humour, the campaign incorporates elements of fantasy and intrigue. Unexpected moments and clever storytelling are used to capture attention and leave a unforgettable impression. Our campaign is built around a genie-lamp idea, where Phizz Wizzard is illistrated as a magical, wish-granted drink that is exciting and packed with surprises. The genie acts as a visual and narrative that symbolises the transformational power of the drink and all the elements you would wish for. When the can is opened, it is as if a genie has been released, instantly transporting the consumer into a more entertaining, energetic, and imaginative world full of fantasys.
This genie in a can idea links directly to the brand name Phizz Wizzard, reinforcing the theme of magic and wonder .This mix of humour, relatability, and surprise creates a build up of excitement and anticipation, encouraging audiences to engage with the brands slogan which is, “You dont have to eat a sweet when you can drink it.”. This is to attract audiences to the sweet taste and directly communicates the drinks benefits, supporting the theme of this drink. Overall, the consists of humour, excitement, fantasy, and emotional bond to entertain viewers while reinforcing the Phizz Wizzard brand identity.
Form
The social media advert had the wizard take the drink can out of the fridge and try it. By posting it on social medias (including snapchat, TikTok, instagram and youtube reels), we successfully reach out target audiences which are 16-18 year olds. This is due to it being a short yet informative clip which helps them understand the message and advertising as its a very short clip. This is also helpful for teenagers who may have a shorter attention span and are unable to focus on a video for more then 30 seconds, so our short video helps get our message out fast. Social media also allows the advert to be shared, liked and commented on, which increases audience engagement, allowing the campaign to spread to more people. Our billboard advert is effective as is includes our wizard which becomes our brand mascot. This helps viewers associate a wizard with the brand therefore creating brand recognition. We are also keeping a red and pink colour scheme on the billboard to keep the brand looking familiar for viewers. Billboards are also effective as they provide exposure for audiences who travel regularly on buses or walk past the same locations each day. In our video advert, we casted 3 teenage girls to play the roles, as it makes the brand seem more relatable. The reason we wanted to include a longer (1 minute) advert, was to advertise to those who are more interested in buying the drink as its a more fun lighthearted, yet informative advert. The reason it is still short is to keep people interested. The wizard also appears in this advert, keeping brand recognition.
Concept of the campaign
The social media campaign is a short video of the wizard opening the fridge, taking out the drink PhizzWizard, pouring it into a cup and then trying it. The last clip is of the wizard zooming around the living room. This insinuates the energy and magic the drink will give you. During the advert, the wizard repeats a vital line which is repeated through all 3 of our adverts which is 'wishes do come true'. This is our slogan and is featured in our social media video to keep the brand recognition. this line also relates to the ingoing theme of the wizard, and also it does specifically link to the strawberry laces flavoured drink, it still insinuates how tasty the drink is as it was creates from someones wish. The billboard advert has the wizard holding a magic wand and "drawing" on the billboard the words 'PhizzWizzard'. This keeps the theme of magic. The colour scheme we have used is red and pink. This is used in all of our adverts which keeps them all familiar for the viewers. We also included an image of the can on the left hand side, as well as having smoke coming out of it. This is shown in the video advert as well. Smoke also correlates to magic and the supernatural. Lastly, we included the 'cater soft drinks' logo on the top right corner. This keeps individuals are of the brand that is being used. Lastly, the video advert has 3 17 year old girls. Throughout the advert the girls are asking for different wishes from wizard. All of these wishes result in the strawberry laces flavoured drink (Phizzwizzard). Creating the video which makes it seem as though the drink is the biggest wish that the girls want, makes it more appealing for the audience. At the end of the advert, the music changes and the drink name and can is introduces, with the wizard holding it and winking. The wink symbolises a playfulness as well as keeping with the ongoing magic theme.
Content
Social media:
It begins with the wizard holding the can, against a clear background. As the camera comes closer to the wizard the wizard winks at the camera. This will be posted on Tik tok as well as Instagram posts and reels. To keep the campaign consistent there will be the hashtags such as #CarefulWhatYouWishFor and "#WishGranted". I am putting my campaign on social media as my target audience is 16 year olds who all use social media on a daily basis and its the best way to share are content to reach them.
The video advert:
A girl is sitting on her bed with her friend and they are having a gossip then asks for her canned drink, she mutters to herself and says' ugh im craving something sweet, i wish this was sweet'. Then with a puff of smoke a wizard appears and tells the girls she has 3 wishes. The girl grins and makes her wishes, she wishes to have a red drink in her hand, that tastes like strawberry laces and is sweet. With a wave of the wizard's wand he matches every word of the girls wish. There in shock but with a smile, the can now is a new drink with a beard and hair with twists of strawberry laces. She then winks at the girls and whispers be careful what you wish for. This will be advertised on youtube, social media platforms such as instagram reels and tik tok. It will also be broadcasted on TV during prime time television advert spots.
The billboard:
The billboard includes a dark pink/red background, connoting with sweets such as strawberry flavours and will be eye-catching to pass by. Off centre sits the Phizzwizard can to the side abit , the wizard is on the other side of the billboard holding the canned drink as well as the wand which points directly onto the phizzwizard logo guiding the viewer's eye across it. A burst of magical sparkles and swirls around it creating the idea of a magic drink. This connecting the campaign with the social media and video advert. The campaign slogan sits alongside the logo, with hashtags placed in the corner in neat and organised layout with the can as main focus. This will be printed and placed on billboards around motorways and busy driving spots.
To maintain consistency throughout our campaign all three of our adverts will include a wizard, the same colour scheme and the drink being the main focus. This will ensure people will recognise the brand identity of the drink and will then lead to them recognising the drink in shops and therefore buying it due to the humorous adverts that have been made.
Budget
Resources and Personnel
To produce the three advertising campaign it will need to require resources and personnel to fully produce these campaigns.
Resources:
There will need to be a camera to film the bedroom scene for the video and it will need to be good quality. There needs to be a microphone is also required so the conversation between the girl and the wizard can be loud and clear so everyone can hear. There also needs to be access to Capcut in order to create the illusion of when the wizard appears This will also allow us to edit the video to cut out any mistakes and to also make it run smoothly that it looks like an advert CapCut will also be used to edit when dealing with the wand and its magical sparkle. We will also need a laptop which is critical as we will need to download the editing software onto here for editing all three adverts. Photoshop will be needed to edit the video adverts such as adding sound or cutting clips. costumes such as what hat will the wizard need, style on the bedroom set and more. Lastly a can of drink as a prop and we will need strawberry laces to present the audience with the flavour and product.
Personnel:
There will need to be a Videographer who will film all the scenes for the video advert as well as an editor who can cut the footage, add sound and visual effects and put it all together to make it flow smoothly. There needs to be a director who can come up with the creative ideas to make sure the idea stays followed. A graphic designer who can create the billboards and include the pink background the layout how the billboard should go and what hashtags and slogans to use. The photographer to take good high quality photos to use on the billboard. An 3D animator to create the spinning can for the social media campaign who can animate the wink and do all the magical effects. A social media manager to put the content on the social media at the specific time when it will attract the most audiences as well as replying to people's comments to keep the audience engaged. And lastly the marketing manager to oversee the whole of the three campaigns and to make sure it meets the brief. Lastly a Marketing Manager and project manager oversee all the team does and ensure deadlines for the advert will be met and follows the brief.
Objective of the campaign
One objective of the social media campaign is to be engaging to our target audience. We successfully have done this through creating our fast paced social media advert. The advert saying 'Wishes Do Come True', also makes the drink appear more exciting and reinforces the message of a magical, out of this world drink. Additionally, the scene of the wizard zooming around the room after drinking PhizzWizzard, helps viewers understand the drink provides people with energy and also fun, which appeals for 16-18 year olds. Additionally, the campaign also appeals to a wide and diverse audience by using bright colours and also a fun magical theme that can attract different interests. The use of a magical theme can also attract a much younger audience as well as the fantasy elements make it enjoyable for a broader range of viewers. It can also attract older audiences through the use of humour as it can be enjoyed regardless of age. The magical theme can also create a sense of nostalgia which may remind older viewers of fantasy films they used to watch. One objective of the billboard advert is to create brand recognition, as it includes the wizard which appears in all 3 adverts. The billboard is viewed quickly, so the red and pink colour scheme helps it stand out more, and intrigue viewers. The image of the can makes sure that audiences can easily recognise the can in stores. Another objective is maintaining the same elements in all the adverts, which makes it easier for people to link to the billboard from social media adverts. One objective of the video advert is telling a wider story, which makes the video more engaging. Including 3, 17 year old girls, it links directly to the teenage target audience. This makes it easier for viewers to connect with the characters featured. The playful tone reinforces the magical theme while also making the advert enjoyable. The change in music at the end when revealing the product and the wizard’s wink, aims to leave a lasting impression on the audience. Lastly, the advert includes the slogan 'Wishes do come true', which keeps it consistent through all adverts.
Target Audience
Primary Audience:
Carter Soft Drinks has specified that the primary target audience for the campaign is people aged 1618, regardless of race, gender, class, or ethnicity. Phizz Wizzard is intended to be a drink that everyone can enjoy. As the campaign heavily relies on social media, this age group is a key focus due to their high levels of activity across digital platforms. The video advertisement uses humour that is slightly immature and tongue-in-cheek, making it particularly appealing to 16–18-year-olds while remaining appropriate for the audience. Both the billboard and social media advertisements are designed to suit this age range but are also broad enough to appeal to an older demographic, allowing the campaign to reach beyond its primary audience. As Carter Soft Drinks did not provide further audience restrictions, the campaign has been intentionally kept broad to maximise reach and impact.
Secondary Audience:
The main secondary audience for the campaign is parents. Soft drinks such as Coke Zero and Diet Coke are already popular among this group, and Phizz Wizzard has the potential to become similarly appealing. Although the strawberry laces flavour may initially seem childish, the campaign aims to present the drink in a way that encourages parents to try it and potentially make it a regular household purchase. Targeting parents also indirectly strengthens engagement with the primary audience, parents may find themselves relating to our advert as it comes across nostaligic as they have grown up watching Alladin which has similar concepts. If parents purchase Phizz Wizzard for their homes, it increases exposure among 16–18-year-olds who may not have seen the campaign themselves.If teenagers bring the drink home, parents may become curious and more inclined to buy it in the future as their kids are enjoying it which sparks curiosity. This cross-audience appeal helps expand the campaign’s reach and reinforces brand familiarity within households.
P3 (U20):
Research into conventions:
Phizz Wizzard’s campaign conventions focus on imaginative visuals and creative storytelling, humour and authenticity so that they can effectively capture its target audience’s attention. By keeping the brand consistent across platforms such as social media, billboards, and video advertising, this strengthens PhizzWizards brand identity and increases its recognition as it creates a memorable campain. Global successful brands like Coca-Cola, and McDonald's demonstrate how big advertising conventions can be applied across various media platforms in a clear way. For example, Coca-Cola uses vibrant visuals, recognisable logos, and engaging captions with hashtags and social media to motivate interactions and reinforce its brand identity. Coca-Cola’s has a “Share a Coke” campaign which is a strong example of how the brand uses social media to encourage interaction. The campaign uses vibrant images of Coke bottles with popular names printed on the labels, making the product feel personal Coca-Cola posted photos of these bottles with engaging captions such as “Find your name and share a Coke with a friend” and the hashtag #ShareACoke. This encourages users to search for bottles with their own names or the names of friends and family, take photos, and share them online. Meanwhile, McDonald’s billboard advertising focuses on on bold imagery, minimal but clear messaging and colour scheme, as well as strategic placement in high-traffic locations to maximise its visibility and help to promote specific products or limited-time offers such as christmas releases etc, however focus on certain ways to engage and attract audiences such as McDonald's Monopoly on social media, they do this by posting bright images of food packaging which has Monopoly stickers and showing prizes that customers can win. They use captions and hashtags like #McDonaldsMonopoly to encourage people to buy their items, collect stickers, share their experiences online which helps to create brand awareness. All together, these brands centre the the importance of strong visual identity, effective messaging, engaging content, and consistent branding-conventions that Phizz Wizzard can adopt to build their own awareness, encourage consumers engagement, and strengthen its position within the flavoured drinks market. A strong slogan is very important for Phizz Wizzards campain, as it makes a catchy, recongiseable phrase that links directly to the brand. The colour scheme of pink and red plays a major role in building brand identity, helping the audience instantly distinguish the product. To add to this, brand logos are consistently shown across all platforms to strengthen recognition and trust. Finally, clear objectives such as increasing sales, building awareness which can be done through social media or campains, or promoting a new flavour.
Research into competitors:
Recognising Phizz Wizzard’s competitors is very important for successful strategic planning and continuing growth. By identifying rival brands and analysing their services and products, the company can understand where its position is within the competitive market and discover areas for contrast. Assessing competitors product ranges, pricing, distribution methods, and promotional tactics provides valuable perception into consumer behaviour and current trends in the market. This research helps Carter Soft Drinks in enhancing its own products, shaping focused marketing campaigns, and adjusting pricing or distribution strategies to continue to remain competitive. Having an clear understanding on our competitors also allows our brand to anticipate industry changes, respond to potential challenges, and take advantage of new opportunities and gaps in the market. Conducting a competitor analysis ensures Carter Soft Drinks remains adaptable within a fast moving marketplace, motivates innovation, and inspires sustainable growth for both Phizz Wizzard and the company.A main direct competitor of Phizz Wizzard is Fanta, manufactured by The Coca-Cola Company. Fanta manifactures a wide range of fruity drinks, including flavours such as orange, strawberry, and grape, which compete closely with Phizz Wizzard’s strawberry laces flavour. Both these brands appeal primarily to younger teenage audiences through bright packaging designs and playful, energetic marketing campaigns, this positions Fanta as a major competitor within the flavoured fizzy drinks sector. These competitor campaigns are also similar to my advert ideas because they all use bright colour schemes, clear product shots, and strong branding to appeal to a young target audience. Simalarly to Fanta, my advert would focus on energetic visuals, a catchy slogan, and consistent use of the logo across the whole video, social media, and billboard formats. By following these conventions, the advert would effectively build on brand awareness, attract attention, encouraging consumer interaction in a competitive flavoured drinks market .
"Fantas its a orange thing" campaign trys to engage a audience and make it fun and youthal trying to relate to young audiences by the use of rollerskates and visual effects, which we tried to reencounter within our Phizz Wizard video advert. Trying to find relatable interest or situation helps to gather young audiences as they attract to personal content. Fanta tried to focus on the colour orange to represent their drink and flavour. We tried to do this by making one of our wishes "I wish the drink was red" to create a link between the flavour and the appearance, this is because the product appearance initially draws you in, and the flavour makes you repeat buying. Different visual and sound effects to grab attention and make the advert more entertaining. Bright orange colours, quick editing cuts, and playful sound effects or music help make the advert feel energetic and fun. Therefore we made our advert quick and humorous to try maintain engagement and keep viewers interested.
Our social media video has various similarities with the Pepsi “Refresh the Game” campaign by Pepsi, this is because both adverts use bold colours and eye-catching visuals to attract a younger audiences. In both, the product is clearly the main focus, making it easy to recognise. Our advert uses red and pink tones with strawberry imagery, while Pepsi uses its strong brand colours, but both stand out and stay consistant on social media. As well as this, we used hashtags such as #PhizzWizzard, #WishesDoComeTrue and #StrawberryFizz which helps create engagement, similar to how Pepsi campaigns are designed to be shared and recognised online. Both adverts also use a clear slogan to reinforce the message and make the product more memorable to the audience. Additionally, one difference would be the use of characters, as Pepsi adverts usually feature real people to create a more relatable, lifestyle based vibe, whereas our advert uses the wizard character, we did this to make our advert feel more unique and adds a fantasy element, creating a more playful a tone that appeals to our target audience of 16-18.
Model Release form
Risk assessment
Treatment
Three Wishes One Sweet Spell!
rubysamuels1@icloud.com
07885881082
arieldersel@gmail.com
07555789384
lois24@icloud.com
07908742478
07311281974
savannahsavage@icloud.com
Logline:
When a girl is craving something sweet and she wished her boring drink tasted better, a wizard bursts out of the can with some smoke and offers her three wishes, then transforms her drink into a magical strawberry lace flavoured drink.
Act One:
We are in a teenage girls bedroom, where it looks relatable to a teenage girls room such as a slightly messy bed, posters, soft lighting. The advert is about changing an ordinary moment into something more magical. The main characters is the girl that wants something sweet to drink With her best friend whos round at her house. The other main character is the wizard who grants the girl wishes. The tone is bright and playful. We begin with them chilling on the bed laughing at their phones when the main girl asks for something sweet to drink.
Act two:
the girls dissatisfaction with the regular old and boring canned drink She moans that it is boring and not sweet which then triggers the wizard to appear and grant her three wishes. The conflict is will the wizard actual grant her the wishes or is it just a trick. she asks for something sweet and the wish is granted, wishes it looks sweet and the wizards turns it pink and then wishes it tastes of strawberry laces and then the wizard grants this and we see a shot of the can with strawberry laces around it.
Act three:
The girl ends up tasting the new drink and it is exactly what she wished for, the wizard actually granted her wish and it wasn't just a trick. "The wizard then appears in shot and says Phizzwizzard be careful what you wish for" to end the advert.
Visualisation diagram
Shot by shot list for social media advert
Location release form
D1:
Legal issues
A legal constraint for our flavoured drink advertising campaign is working with advertising and complying to regulations set by organisations such as the ASA. Following these rules make sure that adverts are reliable and honest and dont mislead potential buyers. In order to follow these regulations, the campaign must make sure they avoid false claims about any health benefits or energy drinks and clearly present accurate information regarding the new drink. As well as this, copyright law. For adverts people are likely to use music, images, or videos, and using these without permission can lead to legal consequences. To avoid this, all content used in the campaign must either be original or made sure to be licensed from the copyright owner. Data protection is also important when you are collecting information from customers, this could be through competitions, sign ups, log ins, or online promotions. The campaign must follow the Data Protection Act from 2018 and ensure that personal data is collected with consent and securely stored, making sure information is only used for its actual purpose.
Ethical Issues
One ethical issue is making sure your protecting people's privacy. Anyone who is featured in promo materials must give consent before their image or information is used to make sure their personal rights are respected. Also, another ethical issue to consider is honesty in advertising. The campaign must not exaggerate any benefits of the drink or encourage unhealthy consumption, mainly as the target audience includes teenagers aged 16-18. Additionally, respecting everyone involved in the production process is also very important. Social media members, editors, suppliers and everyone involved in drink production should be treated fairly, have safe working conditions, and be allowed to express their opinions during the creation of the adverts. This will make sure that everyone feels motivated and comfortable working, increasing drink quality. To avoid this happening in the Phizzwizard campaign, we will get written consent from anyone featured to protect privacy. We will also ensure all adverts are truthful and do not exaggerate benefits. Additionally treating all staff fairly by providing safe working conditions, clear communication, and opportunities to share ideas, creating a respectful production process.
One more ethical issue in the Phizzwizard campaign would be the use of body image and messaging. The campaign must make sure it avoids suggesting that drinking Phizzwizard will improve someone’s appearance, popularity, image, this is especially as the target audience is teenagers aged 16–18 who may be more likely to be influenced by these ideas. To make sure this isnt the case, the campaign will include the focus on the drink’s taste and refreshment rather than unrealistic lifestyles, while also avoiding heavily edited or misleading images, making sure the drink is clearly portrayed how it actually is. This is important because promoting unrealistic standards can harm young people’s self esteem and mental health, and could advertising should not exploit or manipulate a vulnerable audience as that would be ethically wrong.
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