T10: Outdoor Ads

Tutorial 10: Outdoor Ads

Title: Kao Liese- Hair dye

Agency: Silver Showers

1. Write a creative outdoor ad-new product/campaign to be placed in the campus grounds to attract student's attention.

Copy:

Have the hair colour you've always wanted with Liese.

Mirror, mirror on the wall, isn't my hair the best of them all?

Yes, mistress, that is the most beautiful hair indeed!

2. Sketch that ad- along with words- and discuss your considerations from the aspects of:

a. Location:

We decided on a location which many students would pass-by and have no nearby mirrors to use if they wanted to check their reflection. Thus, hallways which are far from toilets.

b. Type:

It's a placement of non-digital outdoor type advertisement.

c. Message:

An illustration of how a person would look with different hair colours.

Audience description:

Students - middle range income families, gen Y and cares about appearance

Location:

Hallway -outside classrooms

Message/Objective:

1. Promoting the brand &new type of product.

2. Inform people of new features that comes with new product.

How will the message achieve the goal?

1. Obtain good disposition towards brand by bring useful (i.e. placing a mirror for people who need to check their appearance.

 2. Inform people of the new product in an unobtrusive manner.

 3. Use of tasteful design and attitude.

Sketch of your outdoor ad: A person standing in front of the mirror (illust below)

by: Lily Wong

Packaging Design Copy

 

This week, we were required to sketch out a design and copy for the package of an existing product. 
We picked a yogurt muesli bar, Yogood. For the front of the package, we decided to use a life-size picture of the actual product, so it will seem as though the consumer is holding the product inside. 

For the back, we put in half a clock to show the first benefit of the yogurt bar that keeps one energized throughout the day. We incorporated the phrase, "Keeps you running through the day, only with the healthiest of ingredients!" This brings us to the next benefit, which is the healthy ingredients such as blueberries, walnuts, and cranberries. We included pictures of the ingredients for visual aid. 

We also added in a QR code the consumers may scan for more information on the brand and product.

One of the key things we had to keep in mind while designing the copy was brevity. We were aware of the space constraint, and thus had to rely more on visuals to help sell the benefits in an engaging way. Having too many words to describe the health benefits would not be appealing to the consumers, so we only put in one sentence that tells the benefit in a concise manner.

Reflection: Best Proposition on 4 second Ad

I would like to share a few personal opinionated propositions I have regarding 4 second ads.

Firstly, within the 4 seconds, you have to show ATTENTION. It is not easy to get your ad to stand out from the rest, especially when there are many good ads out there. Hence, this is why advertising and production agencies exists. It is our job to get our client's brand to stand out and look significant than their competitors.

Be it the music (an example would be the recent MILO jingle that has been in our heads, "It's marvellous what MILO can DO FOR YOU!")



The cast (example, a famous celebrity)

It can also be a current issue, such as football. Example would be Snicker's.


Attention would be an important element to stop your audience from clicking the "skip ad" button! You want your audience to continue with your ad! 

Next I think you have to be straight into the point. 
Audience need to know what you want to advertise within the 4 seconds. If you can, place your product within that 4 seconds. Or, you can always place your logo at the upper or lower corner of your ad to indicate your brand.

Most effective internet ads #1

TELEKINETIC COFFEE SHOP PROMOTING CARRIE THE MOVIE
    

I came across this video that was shared all around the internet and thought, "ok, why not?" And it was amazing how they came up with such a strategy to make people talk about the movie even before it comes out in the cinemas.


Relativity / Emotion

This video was captured to introduce the new and upcoming movie, Carrie. What they did was to create a scene to allow audience to get a live view of what it is like if telekinesis was real and how people react to it. Advertisers behind this video brought the movie to life by applying their elements onto our daily lives.


Humour 

I guess it is only obvious that this video is meant to create humour or in other words to make the movie the talk of the town.


Able to reach a wide audience

And when humour strikes, people have the tendency to post them up online to share with their friends.


Creates curiosity

People who came across this video would watch the movie to know what it's really like in the movie.

Most effective Internet Ad #2

If you don't know who Xia Xue is, you probably need to google her. Xia Xue is an award winning blogger from Singapore. Winner of Asia Pacific's Blog Awards, companies often willing to spend thousands on her to advertise their products. The best blog advertorial I've encountered was the one she did on her new home. Countless brands wanted to sponsor for her new home and the brands that were chosen to sponsor, were the best of the best.

 This advertorial is informative, clear and simple. Just like these products.

This picture shows how plugs can be portable and neatly placed.

This shows how nets can work and be nicely decorated.

Brand placement

Attraction

She showed the before and after of her interior, which attracts interested audiences.

Call to action

http://xiaxue.blogspot.com/2013/03/home-decor-part-1-living-room-and.html

Reflection: Copywriting for TV Commercials

Reflection: When you are doing copywriting for tv commercials, what are the important considerations you have learnt from your group's experience (3 points)?

Television is a great way to advertise, primarily because it incorporates both audio and visuals (moving visuals at that). One of the important considerations from our group exercise when writing for tv commercials is to have a strong opening. Most ads go unnoticed and its no different for tv commercials. To produce an ad that is successful, the first 5 seconds of the commercial has to be captivating and attention grabbing. This is because if the beginning of your ad doesn't interest viewers, it is likely that they would switch to another channel or not pay much attention to it. 

Another consideration would be to put emphasis on the product feature or benefit. This is because that is the main thing we would want viewers to remember and it would also be able to persuade consumers. Other than that, I've learned that it is wise to try and involve the viewers as well. for example, showing how the product can help them or captivate them with before and after pictures.

Lastly, showing the product and mentioning it several times is an important consideration. Not only does it give the viewers an idea on what it looks like, it would help them remember it easier. Repeating the brands name as well as showing the product visually would make it "stick" to viewers and help them recall it better. The overall idea of using repetition is to make the brand as memorable as possible. 

Most interesting TV commercials

GREY INC. - NX CINEMAS

The first TV commercial that i thought was quite interesting is Grey inc.'s commercial for NX cinemas. They used an offbeat way of showing the product while carrying a narrative throughout the commercial. It starts with a lady walking to the cinema hall and then looks closer at a movie poster when she hears a knock. When she does that however, the visuals seem to look so real that she screamed and ran to the cinema. Inside, its depicted that she continues being scared because of the quality of NX cinemas and how their visuals seem life like.

The selling proposition was definitely there as well was had a relation to consumers and what they would like. Grey inc.'s commercial was also interesting from the beginning. Audiences would be wondering what the commercial was going to be about and why the lady looked closer to the poster. All in all it was a solid idea with decent execution that made the commercial interesting.

G6 - RHYTHMIX

G6's commercial started off with one friend calling another asking who he was walking with after he had saw him with a girl. After finding out that it was his friend's new girlfriend, he starts to ask how he got one so fast. The friend continues to explain how the app "rhythmis" helped him "meet new people" through the sharing of his music. The commercial itself was particularly interesting because it has a continuous storyline and narrative to it. Other than that, it was a smart move that the commercial also used demonstrations as it was briefly shown how the app worked.