10TH
SPECIAL ANNIVERSARY EDITION
APR 2016
« contents « JUICELETTER | APR 2016
[
SPLASH
]
art Far ah Baldos
01
03
05
07
09
11
Through the Years [ 01 ]
The Art and Science of IMCs [ 05 ]
by Mary Balane
by Ralph Ramos
Reasons Why Online Ads are Becoming Awesome [ 03 ]
How to Get Away with Wonder: translating your advertising ideas into promotional materials [ 07 ]
by Patrick John Espino
Storyboarding 101: how to make a storyboard before you go on board [ 09 ] by Nikka Mabuti
Advertising Your Org [ 11 ] by Lloydie Moreno
by Edward Santiago
Editor-in-Chief shekilah bartolome • Features Editors mary balane | lloydie moreno • Layout Editors
edward santiago | pio mayol • Creatives viel vidal • Finance and Corporate Affairs unagh rutor • Human Resources mary sugui • Public Relations and Promotions therese aseoche • Contributors farah baldos | patrick john espino | nikka mabuti | ralph ramos
ed i to r ’ s n o t e
The next time you walk near AS, you might just bump into a six-and-a-half-yearold girl named Joan. A week ago, instead of buying one of her 10-peso pink hair ties, I gave her a much loved matcha
. Very quickly, “Ui! Have a break,
have a Kit Kat,” smoothly slipped out of her mouth. It’s moments like this that tell us how much ads have enveloped everybody’s lives one way or another, and make me and many others in campus fall more in love with advertising. Not so many people realize that AdCore isn’t just an organization, we’re a full-blown advertising agency. Now on our 10th year, we’re primed to remain as the top student-run advertising agency in the campus. How do we do it? We live by our yearlong direction, we “pass on the passion.” It’s how we keep on setting the standards for promotions in the university higher and higher every year. And to give everybody a regular taste of what we’re passionate about, we have our official magazine, Juiceletter. This time, in the spirit of the bit-cheesy saying that goes, “Good things come in small packages,” we’ve prepared a minimag, a special edition, in celebration of AdCore’s 10th year. From storyboards, to online ads, and even marketing competitions, we give you a SPLASH of advertising. We hope you’ll like it, and we’ll see you again in a few weeks, online and in libraries, with our movie-filled May issue.
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Reasons Why Online Ads Are Becoming Awesome Imagine browsing through Facebook when suddenly, you find an ad about that smartphone you just searched for, or maybe even a pop-up with your name. text Patrick John Espino | illustration Edward Santiago
As surprising as it seems, these online ads pack lots of information using algorithms.
1. THEY’RE INTERACTIVE Many ads are now playable! Some even have a mini-game that lets you play before registering a click. It gets even better when you see an interactive
here are reasons why online ads are starting to get awesome:
YouTube ad. Advertisers creatively use “annotations” — links in the form of hollow boxes in a YouTube video — in these ads to make games! These range from point-and-click role-playing
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games, 8-bit arcade games, problem solving games, and a lot more.
2. THEY’RE PERSONAL
4. THEY’RE EVERYWHERE
As mentioned, some ads would show
Online ads are virtually everywhere:
an ad related to the most recent
your social media account, your
thing you’ve searched for. They’ll even
e-mail, the website you frequently
include your name in the message!
visit, and even the apps on your
You might have encountered them
phone. The lower cost of advertising
on social media or on some websites
allows advertisers to make these ads
where online advertising services like
appear as much as they can in as
Google AdWords are used. These ads
many places possible.
use “cookies” (no these aren’t your favorite chocolate chip treats) — little bits of data from a website that’s stored in a person’s web browser — to help monitor your usage patterns and make targeted ads to you.
3. THEY TELL STORIES YouTube ads usually show a connection by making these ads a mini-series. They’re similar to TV ads but what makes them more awesome is they don’t tend to skimp out on runtime. More runtime allows these ads to be heartfelt and touching.
Online ads constantly find ways to make the products or services they’re advertising mean something to you. Sure, some of them may be annoying and irrelevant but most of them aren’t what people know them to be. They’re clever well-thought pieces of information that inject value into something potentially worthwhile to you. Go ahead, try taking a closer look at the online ads you encounter and see how awesome they’ve become.
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THE ART AND SCIENCE OF IMCs
If you’re planning to join an IMC competition, this article’s perfect for you. text R alph R amos | illustration Edward Santiago
promotional executions centered
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on a big idea that all communicate
idea, look into things such as buying
one key message which answers
patterns, company projections and
a consumer insight. The beauty of
even economic trends.
IMCs is that there’s both an ar t
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An Integrated Marketing Communication (imc) campaign is a well-coordinated use of
and a s c ien c e to it. Its power lies in its influence on the mindset and behavior of people.
First, there’s MARKE T ANALYS I S . You need to understand your market and
what’s going on in it. To get a clear
Second, B R AND AND INDU S TRY ANALYS I S. In other words, know your
company. Know your competition,
here, we discuss
the basics
in making an imc.
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your position in the market, and your competitive advantage. Create a SWOT analysis which pinpoints the strengths, weaknesses, opportunities
and threats that can affect your product or service. These include: price, brand elements and availability.
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4
Fourth, CAMPAIGN C RE ATION. This is where the art part comes in. After
identifying the consumer insight, it must be translated to a key message
Third, C ON S UME R
that addresses the tension of the
ANALYS I S . The reality is,
consumers. This in turn will lead you
we can’t target everyone.
to a big idea used to create a catchy
We have to divide the consumer
campaign name for the target market.
market into segments and zero in
identity. Describe the demographics
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and discover how the product
Usually, the Awareness Phase
serves them and how they perceive
involves launching teasers online
it. Emphasize with their feelings
and creative gimmicks on-ground.
and situation. Do “ in s i g h t in g .”
The Action Phase pertains to the
Use different frameworks, such as
actual activations such as booths
the truth, motivation, tension
and product launches. And the
( tmt ) fr ame work , to generate
Sustainability Phase, done to
consumer insights. It’ll help you find
maintain the campaign, normally
the underlying need, or tension, of
includes tying up with partners and
your consumer and thus will help
organizing events. The key here is
you, as marketers and advertisers in
that all the executions must be well-
providing them solutions offered
coordinated and tied together, the big
by the product.
idea communicated loud and clear, in
on the selected target market. For your campaign to be effective, you have to know your target market’s
Fifth, E X EC U TION S. The Executions are usually done in three phases: Awareness,
Action and Sustainability.
order to get your message out.
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HOW TO GET AWAY WITH WONDER Ideas might just splash off your face at once or extract themselves after hours, days, or even weeks of squeezing your brain out. They come unpredictably. Putting your ideas into play, however, is a completely other story. 07 | ISSUU.COM/THEJUICELETTER
TRANSLATING YOUR ADVERTISING IDEAS INTO PROMOTIONAL MATERIALS
Translating them, especially in advertising, requires thorough concoction. So to be able to smoothly carry them out into effective executions, you might want to filter them first through a few concerns:
IS IT TARGET-ORIENTED? From the very start, you should know who you’re advertising to. You’ll be lost if you don’t. Part of your job is to engage the target audience through visuals and to convey a key message in a way they’ll quickly understand. Tailoring your ideas for the target audience will ensure that your executions will directly speak to them (e.g. pastels, curves and scripts = female; dark colors, edges, and bold geometric typefaces = male).
IS EVERYTHING COHESIVE?
DOES IT FEEL RIGHT?
You have to keep things aligned.
Your ideas may have earned a few
There might be lots of ideas flowing
thumbs up, but in the end, every
through your head all at once, but to
power over the final output lies
actually pour everything out into your
in your hands. Trust your guts. If
promotional materials will most likely
something still feels off, then that’s
result into something cringe-worthy.
likely the case. Don’t fret about
So be wise in picking which ones work
having to redo things. Besides,
and which ones don’t. Sometimes, it
revisions are made to make things
helps to use keywords. For example,
better. Remember: if it doesn’t feel
happy is for bright colors, funky fonts,
right, you’re not yet done.
and quirky illustrations. You wouldn’t want to mix the wrong things up as they might confuse your audience, and render your promotional materials ineffective.
HAS IT BEEN CRITICIZED?
You know your creative workflow. Stick to that, but also ask yourself these 4 questions. Turning your thoughts into executions is not an automatic conversion. It’s a process
Asking other people for their opinions
that only you can figure out for
is always a great way to put your
yourself. So don’t get stuck
ideas to the test. Having fresh eyes
wondering, because there’s
and different perspectives may raise
only one way to get away with
your ideas to a whole new level. Don’t
it: act on it.
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be afraid to get critiqued, because quite often, there will be plenty of room for improvement. Your ideas
text + illustration
Edward Santiago
may be good on their own, but with all the feedback you can get before you proceed to your final executions, you might just come up with something that would hit right on.
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STORYBOARDING
text Nikk a Mabuti illustration Edward Santiago
This plan, when put to paper, is known as the storyboard. Think of the storyboard like your to-do list, blueprint, or travel itinerary. It’s your
HOW TO MAKE A STORYBOARD BEFORE YOU GO ON BOARD
As with all things, producing great TV commercials requires much forethought and preparation. You may not realize it, but behind your favorite 30-second ad — that funny one or the one with your favorite love team — is a very detailed plan and vision.
ultimate guide on what to do and how to go about things before the cameras start rolling. So if you’re looking to save time, energy, and money, knowing the basics of storyboarding could sure come in handy!
1. VISUALIZE. A storyboard shows comic book-like representations of what your commercial will look like—a series of boxes that represent the shots to be filmed. It serves as your visual reference guide throughout your filming process. Don’t be afraid to draw! Your storyboard doesn’t have to be a work of art; simple sketches will do. If you want to make it more elaborate, you may also use computer applications and even experiment with different mediums.
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2. BREAK IT DOWN, YO. Your
4. REVIEW. Use your storyboard to
storyboard also
do a final review of
functions as your story
your concept. Check
outline. Establish your
whether you need to
scenes and shots on
make any more
the boxes in their assigned order.
changes or preparations before you
Each box should show the placement
start filming.
of the actors and other elements. Most importantly, double check and Breaking down your commercial intro
make sure that your ad’s message
frames helps ensure that you don’t
comes across strongly through your
accidentally leave anything out and
visual storytelling.
that you film each shot in the manner you had planned. Moreover, this helps
5. GO WITH THE FLOW! Though
you calculate how much time you can
it’s great to already
spend on each shot to keep your TVC
have a detailed plan,
within its strict time constraints.
relying too heavily on your storyboard
3. PUT IN THE DETAILS. After
can be too confining. Remember, a
laying your shots
storyboard is meant to be changed
out, you can now input
and improved. As you shoot your
further details such as
commercial, be open to any new
actions and dialogue.
ideas that you and your team may
These can be written on a smaller box
come up with along the way. Allow
below or on the side of each box.
yourself to drift a bit from the storyboard, to make your filmmaking
Integrate too the graphics, text slides,
process more natural and creative.
voiceovers, etc. that you plan to use. The storyboard will also be the guide
Happy storyboarding!
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for the video editors during post-production. JUICELETTER | APR 2016 | 1 0
ADVERTISING YOUR ORG Ever wondered how other orgs make those eye-catching witty pubs? Or how some online promo-videos go viral? They’re all products of well-thought-out advertising. text Lloydie Moreno | illustration Edward Santiago
When creating a campaign
you’re the only student org in your
for your org, there are two
college, or you boast the best
things to keep in mind:
Career Fair or Grand Pakain every
establishing your brand
year. Whatever it is, your USP should
and executing the right
differentiate you from the rest, and
publicity material.
this should translate in all aspects of your ad campaign. Every booth,
BRANDING
RTR campaign, online pub, even DP change, must always bring your
Branding is the process of creating
desired branding up front. The more
a unique name and image for
aware people are of your crafted
a company, or in this case, an
image, the easier it will be for them
organization. Your branding is what
to recognize your org.
sets you apart, or what we call in
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advertising as your Unique Selling
To achieve this, you must also bring
Proposition (usp). It may be that
in a consistent publicity strategy.
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PUBLICITY Publicity is what connects your org
online, like GIF pubmats and profile
to your target audience, the people
videos. You can also try veering away
you want to invite to your events or
from the usual posters on bulletin
to become orgmates with. Generally,
boards and make huge standees or
this is the visual representation of
hanging promotional materials on
your org that will stick to the minds
hallways. The unexpected always
of your target audience. A consistent
makes a mark.
and smooth publicity strategy is marked by three things: using the
the right design involves
right channels, executing the right
finding a consistent element for your
idea, and creating the right design.
promotions. It’s basically making any promo-materials you create instantly
the right channels are places
identifiable to your brand. It helps
and touch points where you can
if you use the same color and fonts
usually reach your target market.
for your pubs, or if you use the same
You have to find out where and when
images on your booths and online
you can connect with them more
promos. People will remember your
effectively. What time of the day
org better if you are consistent with
are they usually online? Where do
your promotional materials’ design.
they usually hangout? What are the things that catch their attention?
the right idea is what makes
With these in mind, you are now
your promotions stand out. You can
more than ready to promote your
try Guerilla marketing strategies or
beloved org!
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find out the latest ways to promote
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in partnership with: