Inside Saatchi & Saatchi – A Spirited Case Study
What does the Client “want” from the Advertising Agency? What is the brief?
They have the task to make the brand worldwide and well known.
What are the challenges they face when planning the campaign?
They had to avoid brasilian cliches. They are trying to give the impression that it is ‘Pure” but they portraying it in an intimidating war rather than it being opening to the audience.
Viral Marketing is where an email that may be sent to some people and then they send it on. This happens over and over again until there is a broader audience.
I was surprised that even professional companies face basic problems like weather etc.
Advertising can be marketed in many different forms of media including: TV adverts, webpage ads, YouTube, Posters, App Pop-Ups, Cinemas etc. Some are more influential than others depending on the vibrancy, size and persuasive impact. Another factor is the involuntary viewing of an advert. This is usually seen on YouTube before a video can be played. This can have 2 different effects. One of them being the viewer being interested in the advert/product and contributing in some way to the company. Another effect is that the viewer sees the advert negatively and then, in turn, sees the company/business negatively which is then seen as bad advertisement. Voluntary advertisement is better as it allows the viewer to have some flexibility and that will reflect on the company/business is a positive way. If the advert is good enough at the start then the viewer may carry on to watch it so both voluntary and involuntary both have their highs and lows so choosing either one to use can be a bit of a gamble.
Webpage advertising is a bit more complicated in the way it works. The bigger the advertisement on the page, the more it will cost to put on. This can be seen on the Exeter Chiefs webpage. http://exeterchiefs.co.uk/ The webpage manager is paid to put their advert on the page and the advertised company gets more business. Another form of webpage advertisement is PPC (Pay Per Click). This means that each time someone clicks on the ad, the ad owner has to pay the website a set price. Usually at a very low price (2p). There can be variations of this wherein, for example, the company being advertised on the Exeter Chiefs website was Amazon, then for when the advertisement directs the customer to Amazon, the Exeter Chiefs website doesn’t receive any money. They have a contract wherein for purchases made on Amazon due to the advertisement, Exeter Chiefs will get a percentage of that purchase.
John Lewis Advert – Home Insurance
The song is ‘Tiny Dancer’ by Elton John which would attract the older audience to an advert that wouldn’t necessarily appeal to them without it. This is because it is an older song that was popular in the older generation.
Trebor is a very well known confectionary company which specialises in many different sweets. Many Trebor sweets are considered legendary. They vary from Refreshers, Extra Strong Mints, Black Jacks, Fruit Salads and many other iconic sweets.
We have been asked to make a TV advert and a radio advert for Trebor Extra Strong Mints and come up with and idea for each advert format. The basic idea will be used for each advert. We have the idea that the setting is in a office on an average work day so that the advert can be relatable. There are friends and one of them offers another a mint. He drops the mint and the other friend says the 5 second rule. It zooms in on the person that dropped the mint and then zooms out again. After it zooms out it shows him on an obstacle course. The friend says “3 2 1 Go” and starts a timer. He fights through the obstacle course and dramatic music is playing in the background and slow motion shots are included. At the end the other friend counts down and on the last number he picks it up too late. Then he gets on his knees and shouts like the scene from platoon. Then the drama drops and he’s in the office. His friend blankly says, ‘do you want another one?’. Then outro happens and a slow motion shot of the guy dropping a mint is played and it cuts straight away.
Monday 19th October 2015
We filmed the first and last scenes of the sequence and we used the colleges staff meeting room as the office setting. Tomorrow we are filming the middle scene. This is the obstacle course scene which will be filmed in a park.
Wednesday 21st October 2015
We edited all the clips together and the advert is now 1 minute 40 seconds. It could have been a bit more snappy in the way it was edited to keep the pace up but still gave the message that we aimed for.
Our TV Advert: http://youtu.be/w84DImy47eU
Our Radio Advert: http://youtu.be/0Lile1fhWsc
Our Advert in the making: https://youtube.com/watch?v=WkTtlhoVAL8&feature=youtu.be
We wrote the script for the radio advert and we used the same basic concept as the TV advert. This is that the advert is based in an office where two colleagues are working and one offers the other a mint. The person receiving the mint drops it and the other guy says ‘Hey, 5 second rule!’. The receiver sees an obstacle course and then the next scene is him tackling the obstacle course. It is like time slows down in his head. Then he does not make it to the mint in time and his colleague says, “Zero”. He falls to his knees and shouts, “Nooooooooo!”. After all that, the music and dramatic effects stop straight away and they are back in the office. His colleague says, “Ah man, that sucks.. Do you want another one?”. The receiver agrees and the outro speech and title play. Once that happens, you just hear the receiver say yes and then the mint dropping on the floor. The colleague then says, “I am not giving you another one”.
We’ve used the college radio station facilities to record the audio and sound effects. We used music and the sound effects to give the listener a better idea of what’s going on.
Audience Classification and Challenges faced by Advertisers
When there was only 4 channels on TV, it was easy for advertisers to reach their audiences. This is because there was more people watching a channel because, well, there wasn’t many to choose from. When new channels were introduced, that is when advertisers began to lose grip of how to reach the audiences they were aiming for. Advertisers still face similar problems today but a way they can reach certain audiences is by advertising on certain channels. For example, if and advertiser was trying to sell a telescope then they may pay to have their advert put on the discovery channel or something similar. The same goes for sports. If someone was watching, for example, football highlights then an advertiser trying to sell football boots would be able to reach their audience directly.
The only issue with the new media is that people have the capabilities to record documentaries and TV shows and this also allows them to skip adverts. This means that the advert producer will not be able to show off their product.
One of the most difficult things for an advert producer to do is to decide the audience class and how they can appeal to them in the advert.
If someone was trying to advertise a million pound holiday home in Spain, they would not advertise it to the C2DE class because they wouldn’t be interested. A programme like the X Factor is watched by the C1C2DE class so there would be no point in advertising on that channel at that time because they would just be losing money by advertising it to the wrong audience.
Our Trebor Mints advert was aimed at the C2D class because our advert is based in an office and the working class are associated with office jobs. Shows like 24 and Lost for Heroes are known as ‘watercooler’ shows. The reason for this is because they are the shows that are often discussed by colleagues in offices on the day after the show was aired. We would pay to have our advert during the breaks of these shows so that we can show the advert to the target audience.