Brief Analysis 3- Competition Brief

We would like to invite you to take part in a competition to produce a viral film advertisement.
The competition is open to any students enrolled at a UK institution.
The aim of the competition is to produce a 90 second film promoting the benefits of Europass.
You can choose real life, drama, comedy, documentary, animation, music; whatever you can imagine.
Any media can be used from live action, computer animation, 3d models, hand drawn illustrations,
colour, black and white, with or without sound. We are very open to your interpretation of whatever
media works best with your idea.
As with many successful viral marketing films it can be a very obscure link, the key to this is to produce
a creative idea that is memorable and striking enough for people to want to pass it on to each other.
Your entry should link to one of the following Europass strap lines and also feature the Europass logo
at some point:
-“Removing barriers to working, studying or training in Europe”
-“When it comes to finding a job in Europe are you speaking their language?”
-“Stand out from the crowd”
-“Navigate your way to a successful career in Europe”

The brief states that Europass are looking for students that are enrolled in any UK institution to create a 90 second promotional video for them. They are allowing entrants to use any genre to create the video; real life, drama, comedy, documentary, animation, or music, and the brief also states that it can be animated, computer based, or drawn, they just want something that will appeal to a wide audience. They want the video to feature a "creative idea that is memorable, and striking enough for people to want to pass it on to each other", meaning that ultimately, people will think of the idea and associate it with Europass. They want the advert for Europass to include one of the following lines: “Removing barriers to working, studying or training in Europe”, “When it comes to finding a job in Europe are you speaking their language?”, “Stand out from the crowd”, “Navigate your way to a successful career in Europe” , this is so that the advert immeaditely informs the audience that the Europass is an easy way to get a job in another country, as well as insinuating that buying a Europass and using it will lead you to success, and make your journey worthwhile. It also shows that the Europass is a worthwhile purchase, as people from all types of backgrounds can use it; for a new job to show your skills and profile, or if you are looking for a new job in a country where you do not speak their language. Creativity and originality are important things to think about, as Europass want to make their product appeal to lots of people of different ages and backgrounds aswell as promoting the benefits of having a Europass. They also do not want to be compared to something else already on the market. They want the creator of the promotional film to think about what they could do to encourage lots of people to use it. They are allowing people complete creative control over the promotional film, meaning that the visual, audio and everything to do with the promotional video is totally your decision, they just want the following points to be implicit:

·         Be creative and original

·         Memorable and striking

·         90 seconds long

Ultimately, as long as the storyline is creative, memorable and 90 seconds long, they are giving the competition entries complete creative control.

The company that issued the brief, Europass, are a company who provide a service to develop five documents to help European citizens make their skills and qualifications clearly and easily understood in Europe. Europass provide a service for everyone, from job seekers, pupils/students, employers, teachers/trainers to higher education professionals. Their primary target audience are 25-50 year olds in the A/B social economic category. These are people that will have well-paid managerial jobs, meaning they may work for big companies that have bases in many locations around Europe, meaning that Europass would be a great investment for people within this category. This means that Europass would want to market their promotional video appeal to an audience of middle-aged people, who's job roles are likely to be higher managerial or executive positions, therefore the campaign will need to be mature and sophisticated to appeal to them.  They want to keep their audience interested, as they want their target audience to remain in the 25-50 catergory. From knowing what I know about the Europass company, and their target audience, I would respond to the brief by creating a promotional video that features something that hasn't been done before, and something that is prominent and remains in the audiences mind for a long time. The promotional video would have to keep the middle aged generation engaged, and entice them into using the Europass service. I would take my research further and look into the secondary audience for the service, to see if I can make the Europass appeal to a wider audience.

Another way to find out who I should aim the promotional video at and the content of it, would be to look at companies who provide a similar service, This would give me an idea how to make the Europass even more appealing to a wide audience, ensuring it doesn't just appeal to the primary audience, even though that is important. I would ensure that I have researched the customer thoroughly before making any final decisions, aswell as making sure that I know the service inside out and am sure that the service I am offering is suitable and relates to the ideas I have for the promotional video.

Summary of work so far

My group and I have kept in constant communication with our organisation, this allowed us to meet up with a representitive of ODCS and inform  her of our idea for the video, and also ask any questions we felt appropraite. It also allowed us to get any information from her to add into our video. This was extremely helpful and gave us some useful tips on what to include in our video.

We then filmed and edited our pitch, using a green screen and ourselves as the presenters, which we then sent off to Jenny, the ODCS representitive, and Tim.

The next stage was to finish the pre-production for our video and we were told we had to have this in by 15th November 2011. We met the deadline for the Pre-Production and were ready to start filming.

I was seperated from the group after we handed in the Pre-Production and was told to create my own additional video for ODCS, so now I am writing up my ideas, script and hoping to begin filming in the next few days. I will be using footage from my group's video, and I will be presenting on a green screen.

Social Action Analysis 3

Social Action Video Three- Bike Blenheim Palace 2011

http://www.oxbox.tv/showvideo.php?video=5522335

The purpose of this video is to promote a charity and event, and inform viewers about the charity and event. The video begins with an overview of the event, featuring the people participating in the bike rides and the crowds gathered to watch and support. A music track is being played with the videos and images from the event, creating that documentary feel. Like a typical documentary, interviews are had, explaining what the event is in aid of, how it raises money and what you have to do to partake in the event or just donate. The upbeat music, and images of people having fun creates a pleasurable viewing, hopefully enticing people to take part in future events, ultimately promoting the experience you can have. The target audience is people of all ages, as the video features everyone, from children to adults to OAPs, therefore appealing to a mass audience and letting the viewers know that anyone can get involved, it is not specific to any certain type of person.

Social Action Analysis 2

Social Action Video Two- The Fleece Witney’s Charity Coffee Morning

http://www.oxbox.tv/showvideo.php?video=5605803

The Fleece in Witney hosted a coffee morning raising funds for Macmillan Cancer Support. Suzie Ayling and team also made an attempt for a World Record for the number of coffee's made in an hour. The purpose of this video is to inform people of what The Fleece did for charity, in a way it also promotes both the restaurant and charity, raising awareness. Like most documentary styled videos, there was an interview with a member of staff from The Fleece. This dominated the video, as she explained what they did, and how they did it, by answers the interviewer’s questions. The interview technique was very casual, however they managed to get the question’s answered, that informed the viewers about the coffee morning. The target audience for this video would be regular’s to the restaurant, supporters of the charity, of any age. It appeals to people of any age because it is something you would attend probably as a family, going for coffee and cakes, and helping a cause. At the end of the video it had been edited so you knew where to find out more information, as they plugged the website URL for people to look at. This may be why the video was quite brief, as people can search online for more information about the event.

Social Action Analysis 1

Social Action Video One – Marriott’s Walk Witney

http://www.youtube.com/watch?v=n6vE31ovsLo

The content of the video islocal residents of the town, giving their opinions on the new shopping centre in Witney, Marriott’s Walk, along with the history of the town, and information. The purpose of the video is to promote the new shopping and leisure facilities that they offer. The style of the video is like a news report; filmed like a documentary, just not as in depth as one. Typically, the comments from people being interviewed are brief, however they are all positive, which fits in with the codes and conventions of a promotional video, as they wouldn’t want to slate something they are trying to promote and make appeal to the public.The voice-overs and information about the town and the history of the town make it feel as if it is a formal documentary, but with a laidback approach. The video focuses in on the main USP’s that Marriott’s walk offers: free parking, more facilities than Witney has ever had and the fact you now do not have to travel to Oxford or Cheltenham to do a big shopping spree. The video’s target audience is all of Witney’s residents and people of all ages in surroundings villages like Eynsham, Carterton and Hanborough. The language used is pretty informal, with the interviewees using phrases such as ‘well-good’ which makes it feel as if the new facilities are open to everyone, you don’t have to be of a high class family to shop there, you can be anyone, which is what Witney tries to promote all the time, creating a sense of community with everything it does.

Brief Analysis 2 - Commission Brief

The Comission Brief:

http://www.scorchlondon.com/portfolio/barbie-music-commercial/

To produce an animated commercial to promote a pop tie-in album in association with the Mattel Barbie brand.
This brief states that a commercial is going to be the final outcome of this brief. The promotion of the POP album that is associated with the Mattel ‘Barbie’ brand and because of it being POP music and ‘Barbie’, it needs to appeal to the target audience of Barbie dolls; little girls. This is implicit as Barbie is a popular brand, all the rage with young girls, who are widely known for their love of dressing up, make up and generally being ‘girly’. They are asking for an animated advert, however, to represent the artists featured on the album, they would use computer generated imagery (for the animated parts) with live imagery (the videos of the artists featured). Due to the target audience, the advert should be, colourful, energetic and entertaining. The following points are implicit:

·         Needs to promote the pop music as well as the Barbie brand

·         Must have animation in it

Ultimately, as long as the commercial features animation, the pop music and Barbie, they are quite flexible with the content and themes used within the advert.

Barbie is a fashion doll manufactured by the American toy company Mattel, Inc, but this brief was issued by Universal Music. This is because they're a record company and the two companies are working together to create a Barbie POP CD. To meet this briefs requirement's I would research into both Barbie, and the girl pop music acts that are signed up to Universal Music. I would look into the target audiences of Barbie dolls and their products, both primary and secondary, aswell as doing the same with the female pop acts that Universal records have signed and taking the average age of both audiences to see who I should be targetting my advertisement at. I would ensure my customer research had been conducted thoroughly, so I had a great idea of how well the product would sell, and what content I should include in the advert to make it more appealing to my customers. I would also make sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.

Research the customer. Learn everything you can about the target audience. Get to know the product and the company. Find some real understanding what's driving the client and the writer of the brief. Know who you're pitching to and where the pitch will happen. Who's going to be with you? What are their strengths and weaknesses?

When you think you have a grasp on all that take a step back and ask yourself if it all makes good sense. Is the client asking what's in his/her best interests? Anticipate questions.

Finally, look in the mirror and know that having jumped into this and having answered these questions, you have the answers the client needs. Maintain your flexibility and understand you don't know it all. But, demonstrate confidence and competence that no one can do the job and get the results your team can. Master the business-speak jibber jabber and show you speak the language. Then, show a better, clearer, more sensible and effective way to communicate.

Read more: http://www.marketingprofs.com/ea/qst_question.asp?qstID=24060#ixzz1sJTOyxwI

Brief Analysis 1 - Competition

The Competition Brief:

http://kingofads.doritos.co.uk/terms.html

The competition is simple. We want you to make a 29 second TV advert for Doritos and upload it to our website. We can’t help you with your idea. Sorry about that.

But we can give you an idea of what Doritos stands for as a brand. We’re all about getting it started. Sharing. Good times. Having a laugh. Think big, bold, flavours that are packed with crunch.

We’re looking for an ad that entertains your mates as much as it does you. One you’re proud to share. One that makes all the other contestants wish they’d done it themselves. One that is undeniably cool.

Be creative and original with your entry. Seriously. What will make Doritos stand out from all the other boring ads on TV? Is there a clever new way to talk about Doritos, or one of our flavours? An inspired endline, maybe. A genius gag, possibly. It’s entirely up to you.

Now, get to work.

The brief states that Dorito are looking for its fans to create the next commercial. It HAS to be 29 seconds long, with an original idea. They want it to be big and bold, like its flavours and branding already are. They want it to contain humour, a sense of sharing and people enjoying themselves. Ultimately, they want Doritos to connote good times in the advert; so that people will buy them thinking it will make them cheerier. They want the advert for the crisps to stand out as much as they do when on the shelf in the shop, with their bright colours against the usual reds and greens for other brands. The brand wants you to create an advert that is ‘cool’ and like nothing else seen on television, they want to be unlike anything else on the market, to help them stand out and make people think they are being individual buying these crisps. Creativity and originality are important to the company, as they do not want to be compared to something else already on the market. They want the creator of the advert to think about what they could do with each of the flavours; for example, each one could have a storyline and personality or something similar to keep viewers entertained and want to buy the crisps. They are allowing people complete creative control over the advert, meaning that the visual, audio and everything to do with the advert are totally in your hands, they just want the following points to be implicit:

·         Be creative and original

·         Clever storyline

·         Something different

·         29 seconds long

Ultimately, as long as the storyline is quirky, original and imaginative, like nothing else on the market and 29 seconds long, they are giving the competition entries complete creative control.

The company that issued the brief, Dorito, are a well-known crisp brand, popular with people all over the world. Dorito's primary target audience are 18-34 year olds, and they had previously issued another brief stating that they know their fan base are heavily interested in video games. This means that Dorito want to market their crisps so they appeal to a younger generation, therefore allowing them to advertise or work with new video games or companies, to sell their product. They want to keep their audience interested, as they want their target audience to remain in the 18-34 catergory. From knowing what I know about the Dorito company, and their target audience, I would respond to the brief by creating an advert for the crisps that is new, something that hasn't been done before, and something that is eye-catching. The advertisement would have to keep the young generation engaged, and entice them into buying the crisps. I would take my research further and look into the secondary audience for the crisps, to see if I can make the brand appeal to a wider audience. Another way to find out who I should aim the advert at and the content of it, would be to look at similar brands, the competition- how well do their products sell and what are their adverts like? This would give me an idea how to make Doritos even more appealing than the other brands and make sure it doesn't just target the 18-34 year old audience, but younger and older people too. I would ensure that I have researched the customer thoroughly before making any final decisions, aswell as making sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.