TIME OUT
This is the type of person our product has previously chosen for a target audience. Name: Penelope Martha Dumbledore Ann {the 3rd) Age: 40 Interest: - Meeting family and friends - Helping out at the local community - Watching movies with her children - Making flower bouquets Location: England Ethnicity: White Occupation: Primary school teacher + part time florist Socio-Economic: C1/C2
Additional information about Penelope’s interests : Shops: TV shows: Films: Music:
Other: Penelope also enjoys reading fictional novels, she also has an education and a degree in business. She buys her music from ITunes and also watches movies on her DVD player. She currently votes for the labour party when it comes to politics.
This is the type of person our product has chosen for a new target audience. Name: Josh Age: 27 Interest: Hanging out with friends Watching movies Playing pool Location: England Ethnicity: White Occupation: Real estate worker Socio-Economic: C1/C2
Additional information about Penelope’s interests : Shops: TV shows:
Films:
Music:
Line of Appeal and Advertising- 1 The different types of confectionary the target audience may like are things such as: -Sweets -Chocolate -Crisps Some popular biscuits::
Market Research
Line of Appeal and Advertising- 2 Time Out is a product produced by Cadbury in 1992, the product fits into the ‘Snack’ market since it first launched and this can be shown through various thing. The original advert from 1994 shows both male and female meaning that this product is targeted towards both genders. Near the end of the advert we see a cup of tea and the product with its catchphrase ‘Its time out time’ telling us this product is a light snack. (http://www.youtube.com/watch?v=umNV6aMCjRk)
The screen is then frozen and a shot of a clock pointing to ‘That Time’ is shown indicating to the viewer its time to take a break and eat this chocolate bar as a snack.
In 1995 an advert for Time Out showed cartoon characters, appealing to a younger audience but still keeping the ‘Snack with a cup of tea’ feeling. (http://www.youtube.com/watch?v=ZB-mLkfzS_E)
Line of Appeal and Advertising- 3 Name of Product- The name of the product would appeal to the target audience as it is a chocolate bar for breaks, so the chocolate bar is telling you to have ‘Time Out’ to eat it. Colour of Packaging- The colour of the packaging may appeal to our target audience as the typography is a bright and bold red. This stands out and the colours contrast from each other so the typography is noticeable. Quantity of chocolate- The quantity of the chocolate you get would also appeal to the target audience also as they would only want enough as a snack. Message/Slogan- Time Out has had many slogans in the past such as:
-The Wafer break with a layer of Flake’ ‘The perfect treat to eat with your cupa tea’ ‘Put a Flake in your break’ ‘It’s Time out Time’ The message we will be trying to get across is the chocolate bar is more like a reward. The chocolate bar is for when you have been working hard and need a break. So what we are trying to say is this bar will help you relax and will give you energy. Size- The size of the bars may also appeal to the target audience as they are not looking to have too much but only enough for a snack. So the size of the bars would appeal to the target audience as it is not that big and they are two separate bars so you can save one for later.
Line of Appeal and Advertising - 3 How might this information be useful in your rebranding? This information will be useful for our rebranding as we have some knowledge on what our target audience mainly looks for when they buy their chocolate. We know the information on what they roughly pay for a chocolate bar, what type of chocolate bar they go for because of the taste and experience. All this information will contribute to the advertisement as we can rebrand and show the chocolate in a different light which may make the target audience and other potential audiences choose this chocolate. From this information we know what made the chocolate different from others and what its USP was e.g. It being a tea time snack, having a flake which is already a Cadburys product sandwich with two wafer biscuits and smeared in chocolate. With this information we will develop the product to make it more modern so it can appeal to a larger audience and we will also keep the features which make the product.
Line of Appeal and Advertising - 4
The packaging colours are light blue and white. These are very light hearted colours empathising on the point this is a light snack. The colour Red is very eye catchy. Red also relates to the sign “STOP”, so this tells the audience ‘stop what you are doing, take a time out, and eat this chocolate bar.’
Clock: Showing the audience you can eat this product when you feel like it’s the right time.
Packaging also shows the chocolate bar in half showing the audience the content inside the bar.
Identity 70p
68p
60p
Shelf Space for Twix
Shelf space for Kit Kat
Line of Appeal and Advertising - 6
USP
USP: ‘This is the snack you need to eat when you need a break’ - The unique selling point for the company's advert at the moment was the idea of snack time. We will take this idea and make it our own - Our idea will change this very niche genre of advert and make it more 2013. This will be done with humour and other elements which would create a buzz.
The Questions We will be asking some questions to people who we will be interviewing: We asked male and female ages between 21-27 1. Have you eaten this chocolate before? If Yes why? If No why? 2. Would you buy this chocolate? 3. What time of the day do you watch TV & what channels? 4. What do you except from a chocolate advert? 5. What is the most memorable chocolate advert have you seen?
Answered: Name
Have you eaten this chocolate before?
Would you buy this chocolate? If Yes why? If No why?
What time of the day do you watch & what channels?
What do you except from a chocolate advert?
What is the most memorable chocolate advert have you seen?
Yes I have.
Yes I would because it is a light snack which I have when I'm on a break or in need of something to eat
I watch TV from 8PM and onwards due to work commitments. The channels I watch include MTV, Sky Sports, E4 and Sky1.
I would except it to be eye catchy and different and not something just presented the advert
I would say the Cadbury chocolate advert and also although random is not a chocolate the advert was very funny.
Hannah
No I have not.
I have not really seen this product in my local shops and I do not like chocolate as much, so this is probably the reason.
I watch TV from 5PM on and off until 12PM. The channels I watch are Viva, MTV, TLC and E!.
I think the advert should be funny and also show us what we are eating.
Ricky
No I have not.
I have seen this chocolate before but I have never really given it a chance because it does not appeal to me much.
I watch TV from 9PM onwards and I finish round 2AM. I watch channels like Dave, Comedy Central and 5 USA and 5*.
I expect it to show me how the product looks and also it should be interesting.
Adam
I remember the Aero advert because it was something I like doing which is skateboarding.
Our Advert Key Message – - The audience should feel like they can take a time out (with this chocolate bar) and do something they have always wanted to do/they want. - The main message in our advert is to take a break from the daily life people live and eat this chocolate bar and just ‘chill’
Content – - A women is being chased in a forest by an unknown man in a mask, he then runs out of breathe and takes a break. The women stops and gives the man a Time Out bar in which he thanks her. She then runs off.
Outline of Idea The Concept: We start of by seeing a women panicking and hiding behind a tree in a forest, the camera pans to reveal a black figure in the background. We then cut to a close up of the man in the mask who holds up a knife, the camera shot now reveals the women running away and this unknown man in the mask running after her (This would include dramatic music and sound FX). He gets tired and out of breath during the running and stops near a tree to catch his breath and stops for a time out, the women the appears and gives him a time out bar with a light hearted expression and then runs off (This would include light hearted music to add humour to the scene). The man realises this and then runs after her again.
ETHOS Ethos It represents and shows it is a brand from the Cadbury’s as their advertisements are out of context and never usually are about the chocolate. The idea of their adverts is to make the advert memorable which has an effect on the audience of making them think what they have just seen. We will also represent this style in out advertisement. Cadburys also stick to the colour of their brands for example in the advert where the gorilla is playing the drums to Phil Collins, they use the colour scheme of the brand logo in the background. We will also include the brands colour scheme in the advertisement or the products to represent it and so the audience know who the advertisement I for.
• Purple • Classy • Crazy • Partnership • British Our adverts content will display Cadburys as the guy with the mask will be purple which represents the company and most of the Cadbury adverts include purple. Also the knife will b purple and instead of blood on the knife, we will have chocolate. The graphics will also represent Cadbury's though the colour and font. It will also enhance the overall Cadbury brand as it relates to a movie which most of the audience is familiar with and this also changes the type of chocolate as it used to be known for tea time and snacks, but the advert also shows it is good for movie nights, so we are making the chocolate for other occasions other than tea time and snack. In our advert we are also representing the slogan and key message Time out is proposing to the audience which is ‘Take a Break’
Decide In between shows like: - 2 broke girls - Rude Tube - The Last Exorcism (Film)
In between shows like: - Come Dine with me - Chatty Man - New Girl
In between shows like: - 2 broke girls - Rude Tube - The Last Exorcism (Film)
In between shows like: - Al-List - Tweets and Trendz
Scheduling Research- The rate for Pay-Tv broadcasters- Channels such as MTV is a channel we will be looking to advertise on as we found our target audience watch this channel. The advertising rates for MTV at the time we want to advertise is: • Late peak 20:00-23:00 - £50.00 • One day it will show up to 8 times a day which will along Monday to Sunday. The total cost of this is £2,800
For Freeview, we are thinking about advertising on Channel E4 as the audiences age range is around 16-34 year olds, this fits in with our target audience. Also the time slot we want to advertise, the channel shows movies so this fits in with our advertisement based on the storyline. • Late peak 20:00-23:00 - £4,500.00 • Once day it will show up to 5 times a day which will be on Monday to Saturday. The total cost of this is one day = 216000
JustifyThe decisions we have made about the campaign which is in relation to the target audience is to show the advert a lot during peak times so they audience know the product is back. The reason will be showing the advertisement in this way in relation to the audience is to show them that the product is back. We have decided that the advertisements will be split between prime time and less peak times as this will give a wider view to other audiences
Why MTV? The ‘Scream’ Franchise will be rebooted on the MTV channel in 2014
The new MTV show will have the same character from our advert, this will help with promotion on this product and we can also talk about future sponsorship for the TV show when it airs.
Plan and Campaign Stage 1: We will start the campaign head on and put out the advert as much as we can across the four channels. Stage 2: After we have put out the advert and advertised it hugely, we will slow it down. Stage 3: Early 2014 MTV will start showing promos for their new ‘Scream’ franchise show, this is when we will start to increase the amount of time the advert is playing.
Branding Previsions Branding: We will keep the main aim of the chocolate bar which is ‘Take a break’ but we will discard the ‘Tea Time’ branding which previous adverts have shown.
We are developing on the idea of ‘Take a break’ with a modern and more humours tone, which will help appeal to a wider audience. Our Final Slogan:
‘TAKE A BREAK’
Other Influences and Visual Idea’s Previous adverts have influenced us to come up with this idea, adverts such as phones 4 u because of its horror element, This advert lead us to our storyline. http://www.youtube.com/watch?v=N2oL_gXE Ctg
Also the character in our advert has been influenced by the popularity of ghost face and the upcoming Scream TV show on MTV. http://www.youtube.com/watch?v=D5TsZ6iya H4
Past Cadbury adverts have inspired us to think of an idea to make the advert humorous and different tone as Cadburys are known for humorous adverts.
Justify Our audience appeal comes from the story line and the surprising funny end. We are also aiming the advert to be on air during times which our target audience will be watching
As this chocolate bar has not been in the public eye for a long time, we are re launching the classic snack bar which many will find new and others will know of. This gives us the advantage of altering its target audience and line of appeal.
Resources: Technical:
Resources: Logistical:
LocationHainult Forest
CastShakir Ahmed = Ghost Face ? = Running Girl
CrewAaron Bihal Mahdi Mustafa
Permissions- n/a
Deadline: Key Dates: (Flash Presentation shown here)
Potential Issues: - Weather = We will check the weather forecast before we go out -Transport = We will need to double check and confirm the means of transport which we will be using to get there. This is most likely be a car. -Illness = Crew & cast will need to confirm they will be available to come.
Plan B: - If the weather is bad we will postpone the day of filming, if it continues we will cover the equipment. - Alternative routes will be confirmed and also other means of transport are available.
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