These are some breif notes I made to get down my advert ideas on paper before storyboarding. This has helped me understand how I will lay out my advert and this has been significant in visualising it.
I will now need to think of my storyboard layout and how many shots I will need to include, I have researched into another advert, which is 40 seconds in live action footage and this included 20-30 shots. I will need to think about this as I create my storyboard.
I have looked at advertising directors from different advertising agency and one that I came across was VCCP's team of professionals who create some amazing adverts, for a varied category of brands. A creative director that I have looked into is Mark Orbine, Mark has won creative team of the year at Cannes early in his career whilst at Ogilvy and has taken his winning ways and used them on our Award winning work for the COI. Mark oversees all COI briefs and has produced fantastic work for the Home Office Anti-drinking campaign and the Department of Health's Units work.
This is a an example of his work that I particularly liked, the Home Office Anti-drinking campaign that was released in 2008, I really like the concept behind it and the symbolic and metaphorical references to drinking and how this effects the body physically.
In my own advert I will use similar metaphorical concept, as i feel it is really iconic and fresh and new within advertising.
When doing my research, I highlighted how important the branding is for the specific product or service;
'The two most important facts about an advertising campaign are the brand itself – that is, the product or service being advertised – and its potential purchasers, its target market. Today the two are seen to be symbiotic: the brand and its target market are inextricably entwined.' I have researched and planned the target market of my advert therefore the next step would be the branding of the service I am advertising.
To understand how I am going to brand my product I will look at the different ways in which music festivals are branded. I have previously looked at pop-ups for music festival such as 'Loaded Festival' and a 'The Bread and Roses Festival' in Clapham , I looked at the key conventions that are placed in this form of adverts. Following this I also looked at music festival adverts and the differing and similar branding that is used to advertise and promote the service.
From my research I now understand the importance of having a specific target market and how this effects both the brand image and the promotion and marketing of the product. In terms of advertising I will need to have a strong brand image with a specific target audience as it effects the concept of consumption. This is whether my adverts will be shown on mainstream TV such as ITV or channel 4 or niche appeal for example E4.
The target market of my advert will be the 16-24 age group as this is the highest demographics that go to music festivals. Instead of focusing on the service as this has already got a clear age group, I am going to focus on the interests, hobbies and ideology of beyond age and gender. These aspects of my advert will be highlighted in the soundtrack playing in the background of the advert, the mise-en-scene and the location of the advert. The music festival will be promoted as mainly indie music, this is highlighted in the choice of song I have attained for my advert.
Concept of consumption: In terms of concept of consumption, I feel I will have to show my advert on niche TV sites such as E4, as this TV channel is mainly aimed at the lucrative 15–35 age group which is perfect, for targeting my specific age group. Another idea I had would be to show the advert on relevant music channels such as NME music channel, as this would be targetingt the right audience who enjoy this type of music.
Alternatively my advert could be shown on more mainstream channels such as ITV or Channel 4, however this would aim my service at a wider variety of people and open up the event to the masses. However this would only occur if the advert was promoted in this way whereas my advert will be promoted to a specific group of people therefore that would not be a significant problem.
Overall I feel that it would best and most suitable to advertise on a niche site such as E4 or relevant music channel sites as it would promote the brands to the most suitable audeince.
