Panic room by Iriana Werleman

Introduction

Copy & Art Training Advertising Minor September 2010

Matic Piotr-‐ 466501 Kernell Leerdam-‐435875 Edward Kamara-‐466693 Iriana Werleman-‐418645 Jasmien Nanhekhan-‐447984

Lecture Simon Palser Workshop lecture Guido Crolla

Brands Chosen

Contents Introduction .................................................................................................................................................................. 2 Brands ........................................................................................................................................................................... 4 Objective ....................................................................................................................................................................... 5 Propositions .................................................................................................................................................................. 5 Target Audience ............................................................................................................................................................ 5 Tone of voice................................................................................................................................................................. 5 Media Planning ............................................................................................................................................................. 6 The concept................................................................................................................................................................... 7 The storyline: ............................................................................................................................................................ 7 Typography ............................................................................................................................................................... 7 Moodboard ............................................................................................................................................................... 8 Poster/Magazine ad ...................................................................................................................................................... 9 Storyboard ..................................................................................................................................................................10 Workshop Feedback.................................................................................................................................................... 13 Appendices..................................................................................................................................................................14 Sketches: Poster...................................................................................................................................................... 14 Sketches: Storyboard .............................................................................................................................................. 17

Brands

Objective Our objective is to create brand awareness for Campina and to inform the audience that Apple technology is moving well into the future. With the help of this ever advancing technology add, Campina also will be there in that future. The objective is to create a story line that can be changed into a TV commercial. Posters, banners and billboards will also be produced for the campaign. A media plan will be made with all relevant information as to how, when and who is going support the launch of the campaign. The mediums that are selected to be used will be organized into a placement scheme to know when every medium is launched.

Propositions The proposition is to show Apple high tech side well in to the future and place within the minds of the audience that whenever they think of milk they think Campina. This campaign will show that Apple technology will be there in the future. From the story line, the audience will get the impression that within the future with Apple technology past will not be lost. Campina will be able to put its face out there in a very cool youthful figure along with Apple. Apple is stronger in terms of worldwide presence and Campina can benefit from this, giving them much more exposure on the market but in youthful fun way. The relationship of both companies together on the market help to boost and places Campina on a different level. The Apple user also drinks milk but our objective is that they drink Campina milk. Drinking milk or using it is a daily ritual for many consumers in the market. The association between the two companies helps Apple to attract consumers at her very daily rituals of the day and vice versa.

Target Audience The audience that Apple and Campina are targeting for this campaign are young people who are starting their career or who are thinking about this. The reason for targeting young people is because we would like to maintain the current target group that Apple has. Young people make up as the highest consumers for new gadget that come out on the market. The young people are constantly looking for the newest technology on the market. Apple buyers are those that see themselves different than the norm with simplicity the easy way is the best way. Age: 20-‐45 Gender: Male and Female Lifestyle: young, modern and technology wise.

Tone of voice The tone of voice is functional, informative and creative, showing the audience the dreams of tomorrow. It’s also futuristic and informative for both companies, two complete opposite but also shows how depended companies may become to each other in the future. The tone carries also a message that as we advance forward we will be able retrieve and preserve the past. Apple and Campina together can help build their image in very positive way for markets that both consume their products. The tone in the campaign is reassurance in the future and the daily tasks of life are made easier for consumers.

Media Planning July August September October November Bus/Metro TV Cinema Magazines The campaign will take a period of 6 months during which the following communication tools will be used to promote the product. Posters/ Abri’s on train and bus stations: The campaign will start with ads on Busses and Trams within the months of July, August, September, October and November. It will be seen for at least two consecutive weeks on each month. TV commercial: The campaign will end with ads on TV at the last two months of the whole process. Ads will be shown during the last two weeks of August and September for 10 minutes per day. We will focus our attention on the following TV channels in order to pass the message to our target audience: Net 5, SBS 6 and RTL 4. The reason for the three channels is because they are widely seen by our target group. TV in general has always been recognized as a very powerful form of media and is still one of the most popular forms of pastime. The fact that the information received by the viewer is both in the form of moving images and sound it is easily conveyed and received by the viewers, Cinema: With this, we will start August because this is a holiday period and most people of our target group have the opportunities to visit the movies. Another reason why we choose for this medium is because it is a moment you can have where you are focused on the screen and almost have no choice than watch the commercial. Also the sound and visual will be stronger than seeing it on your regular TV at home. It will be shown throughout the whole month of August and come back during the last week of September. Magazines: Adds in magazines will serve as a back up to bus/metro and cinema ads. Ads will be shown on various types of magazines once in both June and August. Magazines such as sport, health, LINDA and Margriet. Our target group rages from 22 to 45, in order to fully capture their attention, we need to use them because sport magazines is widely read by young people while health, LINDA and Magritte are widely read by the rest of the target group.

The concept The concept of the campaign is that we would like to integrate the advanced and modern technology of Apple with the old fashioned, farm style of Campina. The final product will be something modern and fun for our target audiences. In our concept we would like to emphasize on the brand Campina; people should associate milk with Campina, it should become the brand when people think of milk. An example could be that in the US, you would ask your neighbor to borrow their Osterizer (the brand), instead of asking for borrowing their blender. Apple is the future of technology, however we would like to keep this brand in the background of our adds since we believe that Apple might dominate in the add, which will confuse our target audience. This may lead to the conclusion that they might think that Apple is producing milk or another product, which is not the picture we would like to portray.

The storyline: It’s the year 2050 and someway somehow many people don’t know what milk is. In futuristic new New York, Micheal is walking down the main street when he sees a very old poster on a nearby dumpster. The poster is so crumpled and damaged that he can’t see what it is about and only sees a glass with white liquid. Micheal is curious and would like to know what that white liquid is since he never saw such an amazing thing. Micheal arrives at his home, starts his iMAC and goes on the software ‘Time Machine’, where he searches for this unknown white liquid. After a while he discovers that the white liquid is CAMPINA, milk that nourish you and is very healthy. He sees a video of an old Campina commercial and stays amazed. In the corner of his screen he sees a ‘GET CAMPINA NOW ‘button and pressed it. Next to his desk there is a very futuristic so called capsule, which appears on a cart of Campina. He stays amazed and drinks the milk.

Typography Apple Font will be the typography that will be used for the campaign. Apple’s style in letters is much more recognizable on the worldwide market. The font color is white and in the font Myriad and very hard not to see or get your attention.

Moodboard

Poster/Magazine ad

Storyboard Scene 1: Micheal is walking down the street of the futuristic city, when he sees a very rare old poster on a dumpster. On the posters he sees a cup with a white fluid and the Apple logo, which he recognized, but still wonders what the white fluid is. Scene 2: When Micheal gets home, he still wonders what that white fluid was on the old poster. Therefore he starts his MAC and search in the ‘Time Machine’ software for this white fluid.

Scene 3: To Micheal’s surprise he discovers that it’s CAMPINA, a very nutritious milk that is good for your health. Scene 4:

While seeing old adds of CAMPINA, a button pops up which says: GET CAMPINA NOW. Michael is fascinated by this and clicks on the button.

Scene 5: When Micheal clicked on the GET CAMPINA NOW he actually ordered a cart of Campina (let’s just say from beyond) this appeared in the capsule on his right. Scene 6:

Micheal picks up the cart of Campina from the capsule and drinks the milk.

Workshop Feedback Matic Piotr “I think the workshop was a nice and innovative idea. It was nice to get the workshop at such a extraordinary location. The assignments were good to do, not too difficult and good for my creative mind. Only the timing was a little bit of a issue. Because we had to do everything in such short amount of time, it would be nice to receive some training in the class (like Photoshop, most of the class including me, didn't know how to work well with Photoshop and other design programs). But overall it was a nice training/workshop to experience in my opinion”.

Edward Kamara “The workshop was very interesting. My only problem was the time. It was too such. In a nutshell it was ok”.

Jasmien Nanhekhan “It started with an introduction about brands and brand images which did make you think a little bit further than you normally would if you would see it on a ad. In my opinion this could not be a replacer of the whole course however I think it will add value to introduce the course with a workshop like this”.

Iriana Werleman At the beginning of the day I though it was going to be a long day, because I was about to fall asleep in the first assignment. But after the break it became very interesting. When we were done with everything I discovered how much I learned in a 7-‐hour workshop. It was very informative and fun. The deadlines to finish you work created a tension that I enjoyed very much; after all it is the panic room. The location was unique and the assignments were great. The long day was totally worth it.

Kernell Leerdam “The day at the panic room was informative and also very interactive. The assignment was able to get me thinking creatively in a limited amount of time, it put a little pressure on brain. But this was helpful in placing me in the creative seat, at the beginning we got a small introduction on how logos and different brands position themselves in terms of self image. Also the importance of brand visual was explained and how consumers react to shapes, color type of text and quality. It was a long day but very worth it”.

Appendices Sketches: Poster Concept 1

Concept 2

Concept 3

Concept 4& 5

Concept 6&7

Concept 8

* After analyzing all of these concepts we decided to keep Apple in the background and empathize more on Campina.

Sketches: Storyboard