Advertising Campaign - Cinebar: Introduction

I have been given another mini project to create an advertising campaign to improve my skills and brainstorming style to developing ideas. I have to choose out of four choices of audience grouping and four products.

Audience Group

1. “Yummy Mummies”
2. Football Fans
3. Business People
4. Cinema Goers

Products

1. Trainers
2. Perfume
3. Water
4. Chocolate/Snack bar

Audience Research

“Yummy Mummies”

Interests: Themselves/Kids appearance, health, reputation.

Priorities: Looking good, their children, cost, fashion and what other own.

Finance: Choice before cost (as far as possible).

Age Group: 20-40s

Aspirations: To be attractive as possible.

Role Models: Davina McCall, Katie Price, Nigella Lawson or Louise Renapp.

Football Fans

Interests: Football (sports), booze, babes, boobs, food and older in family.

Priorities: Sports, specific team, social times, money for social/sport.

Finance: Social times, money for social/sport.

Age Group: 15 – 25 as younger age groups, 26+ older age group (fathers).

Aspirations: Winning, being the best, sharing glory and having the best equipment (team shirts).

Role Models: Football manger or a specific player.

Business People

Interests: Success, money, gadgets, healthy.

Priorities: Reputation and appearance (Physical and professional).

Finance: Economy/ good valued products, latest technology.

Age Group: 20-60, but 30-50 at peak.

Aspirations: Successful, to be the best, security, the future, ahead of the competition.

Role Models: Lord Sugar, Branson, Steve Jobs, Bill Gates, Mark Zuckerberg.

Cinema Goers

Interests: Films, family and friends, actors, arts, culture, specific genres, technology and convince food.

Priorities: Family, watching the latest releases.

Finance: Enough for films and newest technologies.

Age Group: All kinds, couples, family, friends.

Aspirations: To be like their favourite actors, characters, to be a film critic and to work in the industry.

Role Models: Actors, directors, producers, writers.

Out of these choices I have decided to target my product, chocolate/snack bars to cinema goers. Now that I have a starting point I will start the pre-production stage, this involves:

• plan for different stages of my campaign
• more detailed audience research for cinema goers
• development of a brand name and slogan for my product
• product design (logo, packaging)
• treatment to describe the advert (what is happening in it)
• script
• storyboard
• different editing stages
• final advertisement