1 Requirements of the brief
To create a
30 second viral advert to promote the random acts of kindness
2 Key messages to get across
- Make giving to charity exciting for teenagers
- Most teenagers are selfish and like to get something in return
- Hopefully my proposal will grab their attention and give them something to talk about3 Deadline – 26th February4 Target audience (Demographic and PsychographicAge – 16-25Gender- Male and femaleABC1C2DE- social classPhysiographic- reformers, explores, mainstreamers, strugglers5 outline (a 1 sentence synopsis of the advertBeginning
The advert starts off in a
Classroom
full of students at the end of the lesson Teacher says that’s it have a nice
weekend… and the room is emptied… all except for 2 students, attractive boy and
a girl. She is on her laptop but looking very sad
He plugs his headphones in his laptop and starts listening to music and
ignoring her
The music will be something that the target demographic can relate to.
Middle
He glances over at her and sees that she’s crying
He takes his headphones out (you can still hear the music in the
background) he asks her if she’s OK
The girl says that her boyfriend has split up after 2 years and she’s
very upset
He says” too bad” and puts his music back on again
What happens…. She starts crying even more
He glances around the classroom at out into the hallway where he sees
the member of staff’s office and some flowers on the desk. He jumps up from his
chair and runs and grabs them out of the vase shaking off the water. He goes back to the Girl and gives them to her
then he sits down again and puts his headphones back on.
End
Suddenly he looks up and the girl standing over him
She yanks off his headphones
She leans down and kisses him in a passionate way
The message comes on the screen which says
Random acts of kindness… Don’t do it in public!!
6 Rationale (how this will meet the requirements of the brief
Talking about the age would appeal to
Talk about the gender of people
The social class and the psychographic group
7 persuasive techniques
I am going to use guilt
8 Intended response from the audience
- Surprise - unexpected result
- Sex appeal – they’re both attractive people
- Reverse psychology making them want to do something
- … And get something in return!
- 9 why this will go viral (humor, outrageous, Taboo, Unusual, Remarkable)It will have taboo and it will be outrageous10 platforms where will it be distributedYouTubeFacebookInstagramCollege and university websites11 Resources and logistics
- Location Classroom - easy to shoot
- Timeframe after school 1 hour to shoot
- Budget minimal - No special props required except:
- A bunch of flowers Headphones and 2 laptops
- Attractive Boy and Girl
- Ethical/Moral considerations – kissing not too passionate!12. focus group feedback
- I generated 2 ideas for my advert
- We agreed second one was better – more viral
- They thought that the kissing was not suitable
- I disagree- more taboo = more viral!13 legal and ethical considerationsThere are no legal and ethical considerations in this advert14 BudgetHeadphones 50pBunch of flowers £1.002 laptops15 constrains and contingency plans
L1Pass WT P
ReplyDeleteYou have selected an idea from two and explained the reasons for selecting the idea in relation to the requirements of the brief. In summarising the idea you have not adequately considered purpose (key message is Pass it on and describe how it will do so) or why the idea is appropriate to the audience you have “Talking about the age would appeal to, Talk about the gender of people, The social class and the psychographic group” Some, but not all, of the planning issues have been considered, though not always in a detailed or meaningful way beyond description
To improve for resubmission: you have “Talking about the age would appeal to, Talk about the gender of people, The social class and the psychographic group”
change this to describe and consider why this idea is suitable in appealing to them and getting them to act out the campaign and pass it on. Why is it outrageous?