Wednesday, 20 February 2013

ADVERTISING A CAMPAIGN

Sarah and I decided to research advertising and tying the campaign in with social networking and print.
It is important to gain background information on what possibilities of getting a response from our target audience through advertising and the media.

My initial thoughts were:

- Facebook
- Twitter
- Viral Videos
- Mail Shots
- Coupons in Mail Shots/Newspapers/Magazine
- Generic Poster Advertisements 
- Website
- Pop-Up Ads
- Freebies (samples, cups, character postcards/info packs)

I decided to further my research by looking online for previous campaigns for tea:

Press Campaign for Te Supremo:

"Momentos que dejan un buen sabor" = Moments like these leave a good taste.

These campaigns are very simple yet effective, the colour of the water reflecting the colour of the blend when brewed. Minimal text and innovative calming design and imagery reflecting the moment.





"Moments that leave a good taste"







This printed ad is much more obvious and to the point, however is still quite minimalistic and to the point. The photo, imagery and logo are key to recognising the brand, and the message of revitalising energy is clear through colour and imagery chosen.




This is an innovative poster design showing new flavours being introduced to the range. The cup in the form of an apple/lemon, however it clearly states the message of drinking this particular tea, "lipton, feel light, feel active" reflected through colour, type and image. 

I am already starting to see existing campaigns portray the same message in different styles/concepts however all have the same message. 

Poster campaign to get students drinking more tea:



"This brief required a lot of hounding of tea drinkers to discover their little tea drinking rituals. It uncovered that a lot of people like to have their same mug/cup or eat their biscuits in a certain way. I found also, that you don't often discover a person's tea drinking habits properly unless you are around them often. This led to me to produce a campaign where tea drinkers could share their tea drinking rituals, but still remain anonymous. The copy takes on a slightly insulting, yet humorous twist to appeal to a student market. " Nicola Ball, Manchester, UK

I really like the simple concept behind this campaign. Finding individuals and asking why they like tea/what they like about drinking it and reflecting the audience through a play on words and juxtaposition with imagery. Interviews such as these could be carried out on the brief being worked on currently with different audiences/ages/genders.

Bus Stop Advertising:

Source: designspiration
TapeƱa Wine Freixenet, Spain Spring 2010 Bus Shelter Ad Spain

This simple advertisement on the side of a bus stop is a great way of advertising to the masses in a cheap, effective way. This could be a method which is implemented into this brief, with our advertisement and campaign for drinking tea.

Source: designspiration

Billboards:


Source: designspiration

Source: designspiration

Source: designspiration

Using billboards for advertising is also another cheap method of advertising to appeal to a mass audience. Only the basic information needed to sell a product is displayed. Or as shown with the Tic Tac advert, an alternative eye catching sentence or catch phrase is used to draw attention in before leading you to the product being advertised. Using words which the audience associate with pleasure is also a good concept to draw attention to the advert, as seen with the McDonald's ad above.

Posters:


Source: designspiration

A simple poster with facts and figures to draw attention to the audience, and product is a good way of attracting attention. Links to websites are shown, and social networking sites could be added to enhance the marketing of the product.

Bus Advertisements:

Advertising on the side of buses on the back of them, is a great way to get the public to notice campaigns whilst travelling, in traffic or walking. It also appeals to a wider audience than picking specific magazines etc.






Source: cbsoutdoor

This would be especially fitting if we were to add the concept of tea being a stress relief, by advertising at stressful times, i.e. seen in traffic on the way home from work or school. CBS also advertise on trains etc, adding to the audience reached.




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