D2- How effective is my advertising campaign?
Here you can see my completed TV advert, magazine and web banner advertisements for the Effervescent healthy fizzy canned drink advertising campaign that Coca Cola LTD (my client) has asked me to create. I believe my advertising campaign is very effective because I have used the same campaign message across all advertisements; the advertisement styles also link to the campaign message of “For a happy, healthy and Instagrammable morning!”. The Effervescent healthy fizzy canned drink is supposed to make the target audience of 16–25-year-olds feel happier, healthier and have an optimistic for the day ahead; I am targeting the drink as more of a morning drink. An advertising campaign is supposed to have a consistent campaign message throughout the different advertising mediums, I have achieved this as you can see in the screenshots above. The campaign message focuses more on a social media aspect; the meaning behind the message is that the can design is very trendy and will give your more likes and positive comments on social media, for example Instagram. Therefore, my target audience will see the advertising campaign and buy the Effervescent drink, this would create a drink trend on social media platforms, everyone will want to buy Effervescent, and this social media link would link to the target audience and profit Coca Cola LTD. The design choice for the web and print advert is a phone and tablet taking a photo of the Effervescent canned drink. This links with the advertising campaign message because this is what I want the target audience to do so they can post the photo on Instagram or other social media platforms. The TV advertisement is focused on the idea of taking a photo of the Effervescent canned drink in the morning before the day starts and getting lots of likes on social media. Therefore, all my advertisements link to the multimedia advertising campaign message. Furthermore, I have included social media icons on my web and print adverts to further connect with the advertising campaign message.
I also think my advertising campaign is effective because I have used the same colours throughout the different adverts, the print and web adverts include the colours neon orange, banana yellow (which is effective to show the flavour of the drink), neon yellow and green. The can design, logo and the TV advertisement also include these colours (the TV advert does in the font and from the can). I have also used bubbles throughout the advertisements, this is effective because it tells the target audience that the drink is fizzy.
I have created my web and print advertisements in Adobe Photoshop along with my can design. I used a free photoshop can mock-up to create the can design on, I used the rubber tool and the quick select too, inversed it and deleted the background of the images I have used. I created the bubbles using the ellipse tool and the effects. I have used the Chewy font from Google Fonts and added the stroke and drop shadow effects to my text. I also used the warp text tool for some of the text to curve over the logo.
Here you can see I have edited the banana image for the Effervescent canned drink design, in these screenshots you can see me using the quick selection tool and the rubber tool.
In these screenshots, I am creating a bubble by using the ellipse marque tool and the inner glow effect.
In these screenshots you can see I have used the wrap text tool to arch the slogan and I have used the stroke and drop shadow effects.
To create the print advertisement, I placed the can design and background image into Photoshop on A4 (210 x 297mm) because I want the advert to be in magazines. I created the phone border using the rectangle tool and I coloured it as a neon yellow and orange to fit the colour scheme. I then duplicated the bubbles I created using the ellipse tool and effects and duplicated them. I then used the ellipse tool again and used the outer glow effect to create the camera button for the phone. To keep with my house style, I have used the Chewy front with the bevel and emboss, stroke and drop shadow effects for the text. I then added in my social media icons and then my logos in the top right corner. I used the pen tool to create the right-angled camera focus icons and I used a neon outer glow for them.
Here you can see I have used the rectangle and pen tools when creating my magazine advertisement.
The first thing I did when creating my web banner (I chose to do a 336 x 280 large rectangle banner) was place my background image and can design into Adobe Photoshop. I then used the rectangle tool to create the tablet border, I decided to use the gradient effect and have an orange to yellow to orange again gradient. I added in the bubbles. Then I used the chewy font, the effects I used were bevel and emboss, stroke and drop shadow. Afterwards I added the social media icons and my logo. I once again used the pen tool to draw the right angled camera focus things and add the neon outer glow to them.
This screenshot demonstrates how I used the gradient tool for the phone/tablet border.
I used Adobe Illustrator to create my logo. I used the ellipse tool to create the circles and I filled in the bubbles with different colours. I also used the gradient tool for the Chewy E font and for the circle background, this makes the logo look more interesting. I have used the drop shadow effect for the E and the logo itself to make the logo look less flat and boring.
I used Adobe Premiere to edit and create my Effervescent TV advert. To record the footage for the advert, I used a camera and a tripod. I used medium and close up camera shots, a pan to the right and a zoom in and outs, plus a pedestal up and down of the can. I also used an overhead angle when taking a picture of the tea on social media. I recorded this in my home with natural light from outside because I want my target audience to see the character drinking Effervescent in the morning; the Effervescent drink is supposed to make the target audience feel happier and more optimistic about their day. I recorded lots of footage so I wouldn’t have to do any major reshooting. I printed out my can design and I stuck this onto a can to make sure the can design is featured in the TV advertisement. I then saved the footage, took it into Adobe Premiere so I could cut the footage down and edit the videos together. After that I added effects and transitions like the black and white, luma key and gaussian blur effects and cross zoom transitions.
Here you can see I have used the cross-zoom transitions and the black and white video effect.
Here you can see I have used the luma key and gaussian blur effects and this makes the can look bright and divine.
How I have met the Client brief
The client brief from Coca Cola LTD asked me to create a healthy fizzy drink with one of the five flavours: Strawberry, banana, mango, pineapple or apple. I had to create a multimedia advertising campaign with a clear USP. I needed to create a magazine advert and web banner advert, but I also created a TV advertisement. We were asked to make plans for a billboard, TV advertisement, web banner and magazine advertisement. I created a banana flavoured healthy fizzy drink called Effervescent and I created a social media based advertising campaign aimed at 16-25 males and females of different ethnicities and cultures. This meets all the requirements set out by the client brief.
My TV advertisement follows my storyboard. The advertisement includes the canned drink I created, it shows how posting about Effervescent canned drink can make you popular and how it can get you more likes and recognition on social media. It also shows how happy the drink makes the character as the advertisement changes from monochrome to colourful. I decided to make my drink look tropical; I chose to promote a banana flavoured Effervescent drink because not many drinks in the market have this flavour so this is the main USP of my drink. The TV advertisement relates to the 16-25 males and females of different cultures target audience by including a young person a part of this age group on the advertisement. Furthermore, it has been proved that this age range uses social media the most so a multimedia advertising campaign based around social media would capture their attention and they would love to get involved.
My magazine advertisement and web banner advertisement follow the client brief. Again you can see I have related to the target audience (16-25 males and females of different ethnicities and cultures) by using bright, vibrant, neon colours and I have used a sans serif font. I have included an image of the Effervescent drink. The magazine and web banner adverts are still very focused around the social media based cross media advertising campaign by including social media icons and making both the magazine and web banner advertisements look like someone is taking a photo of the Effervescent canned drink.
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