WEEk 10 EOC: What makes a good Campaign?

In order for a Campaign to be great and become successful each individual ad unit will needs to grab the viewer's attention. In order to grab the viewers attention and make the viewers notice it the brand or group needs to be different. In order for the brand to be different it also needs to be consistent with the brands voice. You also need to make sure that the idea makes sense for the brand or group. Your core idea is elastic so you can create many ads based on the original theme. You always want your ad to surprise people that will eventually lead into a conversation in pop culture. This will strike a chord the brands target audience.The core idea needs to be flexible enough to work specifically and effectively across media. Your campaign should leave other art directors wishing they had thought of that amazing idea first. Then boom, there you have it, a great campaign that will be remembered forever and go down in the history books. 

EOC Week 9: For those who think young...

Advertisements aimed towards young people seems to be a popular trend, as you can see when you watch the two advertisements below. The first ad shows a group of girls going through daily life, and the obstacles that come with it, the ad shows them having fun, looking great, and enjoying the moment. They don't even have to show the product because you are already so captured into what is going to happen next. The product isn't even displayed till the very end, and its quite brief. Targeting towards a younger audience makes everything look and feel timeless. Young kids today feel invincible, and they want to live in the moment. The second ad with Taylor Swift, who is a young famous singer, the ad has her displaying a woman's beauty product while at the same time making Swift appear as if shes full of energy, ageless beauty, that having this beauty product will make you look and feel as energetic as she does. Targeting towards younger audiences and using a younger spokesperson to appeal to your audience seems to attract the consumers eye, making them cave into the image of being young, and free while appearing timeless and full of energy, and that all can be achieved through the product they are trying to sell.

Week 8 EOC: My Slogan

Make every moment timeless with DOVE. (Gabriola)

Make every moment timeless with DOVE. (vijaya)

Make every moment timeless with DOVE. ( Centeria Script Demo)

Make every moment timeless with DOVE. (segoe script)

Make every moment timeless with DOVE. (Corbel)

Make every moment timeless with DOVE. (Arial Narrow)

Make every moment timeless with DOVE. (Gulim)

Make every moment timeless with DOVE. (Sylfaen)

Make every moment timeless with DOVE. (Segoe print)

Make every moment timeless with DOVE. (PMingLiU)

Analysis of Project in the Real World

In the real world this advertisement would work perfectly. It is something that Dove Chocolate can afford to do, and should do. Dove chocolate is already about creating social experience and emphasizes on its silky smooth rich taste. "Not only do you need to think critically about formulating a core campaign idea, you must think critically and creatively about communicating something specific about the brand or group, not a generic message or pedestrian design." (Chapter 10 pg. 207) My idea for traveling around the world and speaking with different cultures would show how much the Dove brand really wants to be a part of the people’s lives. It’s just saying that their experiences are that much more enjoyable when you eat Dove chocolate. “Basing ideas on personal life experience or observing others can help make your ad ideas relevant to others’ lives People should react: “Yep, that's how it is!” When we can relate to the story, we feel a kinship with the brand or group being advertised.” (Chapter 10 pg. 195) Being a personal consumer of the Dove chocolate brand I can recall days where they were not going so great, so I would end up going to one of my girlfriend’s house and we would end up gossiping over silly little things while eating the whole jar of Dove chocolates her mother kept in the kitchen and then suddenly the day would turn out better then it started.  “In the process of examining how we interact, function, and behave in various situations, you may find a way to sell a brand or promote awareness for a social cause.” (Chapter 10 pg. 195)

Creative Content

“In marketing, we use storytelling about a brand or group to communicate related messages that, over a period of time, will distinguish, differentiate, reflect positively, construct or contribute to its brand personality, be memorable (stick), resonate, and influence people.” (Chapter 10 pg. 193) In the story board of this advertisement for the commercial I will produce we are going to have our basic idea of every moment you can think of rather it is weddings, birthdays, and holidays celebrated around the world. “Your story should illuminate something about the nature of a person, subject, or situation.” (Chapter 10 pg. 193) Each frame is going to show a person with their friend and family celebrating a wedding, a birthday, and a holiday, so there will be three different cultures used, along with America being one of cultures used in this commercial. You will see smiles, hear sweet laughter, each person you see will be enjoying their timeless experience and during the process they will open a dove chocolate where on the inside of the wrapper it says “Make Every Moment Timeless With Dove” written in the language they speak, they will read it out loud in their language with a huge heartwarming smile on their face. Subtitles will be provided after each saying if needed for the content in whichever country the commercial will be aired.

Promotion

"Certainly, everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention." (Chapter 7 Page 107) My promotion of my product will include billboards, magazine ads, and short video clips.  All these ads are being created through the Dove chocolate team’s experiences with the cultures they visited around the world. While the Dove Chocolate teams are visiting the different cultures we will have pictures taken, and video shooting of all these cultures celebrations and eating the dove chocolate while they are celebrating. Every ad, billboard, and short video will show only people from different backgrounds, cultures, and countries full of smiles and people altogether having a good time while enjoying some Dove chocolate at their treasured events.” People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” (Chapter 4 pg. 56) This way everyone can feel like they’re a part of the Dove chocolate experience, which is our goal. “From the hoots and hollers in Shakespeare's time, to the dancing and singing at music concerts, to interactive science museums, audiences like to participate.” (Chapter 7, pg. 110)