proposal task 6

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 about 
  3 Deadline – 26^th February
  4 Target audience (Demographic and Psychographic
  Age – 16-25
  Gender- Male and female
  ABC1C2DE- social class
  Physiographic- reformers, explores, mainstreamers, strugglers
  5 outline (a 1 sentence synopsis of the advert
  Beginning

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 outrageous
   
  10 platforms where will it be distributed
   
  YouTube
  Facebook
  Instagram
  College and university websites
   
  11 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 considerations
  There are no legal and ethical considerations in this advert
   
  14 Budget
   
  Headphones 50p
   
  Bunch of flowers £1.00
   
  2 laptops  
   
  15 constrains and contingency plans

Task 5

 random act of kindness
i  generated 2  ideas my first idea was the rock concert and the parking ticket the random acts of kindness was going to be the lead singer coming out of the concert and giving a fan a free album because he had just got a parking ticket. My second idea was the boy and the girl in the classroom The random act of kindness is that the guy saw the girl crying because her boyfriend has split up for 2 years so he gave her a bunch of flowers to cheer her up and she kisses the guy    

the reason why I prefer using the second idea  because it's more appealing to the key demographic group and it could go viral which has some taboo which makes the the audience feel excited

i am  not going to use the rock concert because it wouldn't appeal to the key demographic group

the advert will been seen on YouTube, social media sites e.g Facebook and Instagram, college and university websites

The target audience is for British 16-25 year old college and university students who may be living away from home     

Unit 2 focus group feedback & peer discussion

1. Is the idea appropriate for the campaign?

my first idea is appropriate and my second idea would not be suitable    

2. Does it appeal to you as the intended audience
the first idea would be to extreme for the audience because it might have some swearing in it 

3. Is it clear what the message is? 

the second idea is close to the message promoting the random acts of kindness 

4. Is it memorable and interesting?

5. Would it make you like/post/re tweet it?
yes i would post it on Instagram,Facebook or YouTube    

6. Is it effective in making you want to take take part?
It is very effective because i want to take part in the    

7. Is this advert able to pass ASA rules?
yes it is 

8. Improvements

the second idea is the one i need to improve because the guy kissing the girl passionately would not be appropriate for this collage because it will be over the top.  the other bit i can improve on is when the guy giving flowers to girl and smiles  she says thank you and goodbye and the next morning the guy will meet the girl again to become boyfriend and girlfriend which seems more appropriate.  

Homework week 14

Viral video advert production (don’t panic campaign)

1 who are the audience

The audience is a youth audience from 16-25 year olds

      2. What will the product be and where will it be seen?

The product will be seen on digital devices such as iPhones, IPads and televisions.

      3. Did it go viral or not viral?

        In my opinion it didn’t go viral at all because they didn’t really use any viral buzz techniques except slightly unusual. it wasn’t popular like the other adverts like the Sainsbury’s World War 1 Christmas advert which uses a remarkable buzz technique or the T Mobile Liverpool street advert where people are all dancing in the station which also remarkable and hilarious.  

     4. How many views did this advert have compared to the other adverts?

      The Random act of kindness advert has only 52,102 views in about a year and half.  This is not as popular because the other adverts like the 2014 World War One Christmas advert has 18,310,221 views in just over a year and it is one of the most popular adverts ever  and the T mobile Liverpool street advert has 40,369,612 in 7 years

Some of the dislike comments were

I can't help but feel that the Mexican folk music didn't add much to the video.

This is so stupid. It's not "random" 

This is dumb you should do this because you really mean it not just because of some special day

     5. How the audience consume digital Viral ads and on which platforms and where would you find them?

      The audience consumes digital viral adverts on television channels. You would find them on IPhones, iPads and laptops.

   6 Investigate the use of Viral Buzz and mode of address to target the specific audience of 16-25 College & university students.

  In The Italian advert they use shock to get the audience’s attention. A lot of teenage videos have shock, sex or violence to get their attention. Most of the films jump a lot from 1 scene to the next and they talk to you in very direct way.

 7. A critique of examples of random acts of kindness that would appeal or be suitable to this audience that have been posted on YouTube 

    RAOK Challenge | Random Acts of Kindness | #Share Goodness- this probably appeals to some teenagers because it has pretty 16-17 year old girls

  5 Years after My Suicide Attempt: Random Acts of Kindness- this probably appeals to the audience because it uses a bit of shock (suicide) and remarkable to give it a bit of viral buzz.

   17 Random Acts of Kindness- this probably appeals to the audience because it has young people’s music and the actors are in the same age demographic group.            

Task 4: Generate 2 ideas

1. What will happen in your advert? (Collect 5 images using Shutterstock to show the narrative or story sequence)
    A rock concert  fan after  attending a live event gets  a parking ticket and is very distressed.  The lead singer of the rock band who is walking past see's what is happening  and says to the fan  “Don’t worry man have a copy of our latest album for free”
   

    
   Second idea the Nerdy guy in the technology lab sitting next to a pretty girl at a computer who looks very sad because her boyfriend has split up.  He jumps up and gives some flowers to the girl. She responds by pulling her top off and kisses the nerdy guy. 
   
   

   

   

    
2. How will it make the audience react  as required  by the client?
   
   
   
   the audience feel excited because the idea of it the singer giving him an album for free to the fan is good thing. and that's what the client needs.   
3. The nerdy guy kissing the girl creates excitement and surprising. Yes it appeals to the client because it's unusual    
4. How will the idea promote  and persuade ?
   It will persuade teenagers to think about being kind to other people. Also the advert promotes kindness.
5. How can you make it go Viral (6 types of Buzz)?
   The first one is unusual and remarkable
   And the second one uses taboo (sex)            

https://www.thinglink.com/scene/741229628772843520

http://popplet.com/app/#/2888328