P2 - Evaluating the Brief

 EVALUATING THE BRIEF

The brief is telling me that that a low budget TV drama show has been green lit to produce in HD video quality, with the editing due to be finished by January 2024 and available on BBC player from Friday May 2024 with each episode being released on Fridays one week apart. The brief is telling me that IGS Creative is a local advertising agency that has been approached by the BBC to plan and create a cross media advertising campaign to promote their new TV drama series, working with four main members of staff. The brief outlines that the campaign must be cross media. I must produce adverts in at least three different mediums although the proposal can include more media components for creation at a later stage. taking into consideration the conventions of the media types. Each component must also comply with all legislation and regulations relevant, using appropriate planning documents to be shared with the client for approval. I must create a show ident/logo. The advertising campaign must start at least two weeks before the first episode appears on BBC iplayer, and certain media components scheduled for release after the first episode is but into BBC iplayer. A concept for at least one interactive component such as a mobile app must be included with quiz elements included and it must include an opening audio/visual element with an avatar of the protagonist or antagonist from the TV series. I must include findings of primary research into advertising habits of my target audience in my proposal. the overall budget for the cross media marketing campaign is £15,000 including planning ,production, post-production and execution. The proposal must be presented to the BBC3 Commissioning Editor on 14th December 2023 with a final version of at least three components delivered to the client by end of January 2024.

Aim= to create a cross media advertising campaign for a drama TV show to promote the show.

Objectives= film and edit HD quality video by January 2024

The drama series I will be advertising is my TV show 'The Way I Used To Be' which I had previously planned the idea of. This show will need to fit in to the 15-21 age group that is stated in the brief. This drama series will appeal to this target audience because it is a drama series with based around characters and lifestyles familiar to this age group. It covers key themes and topics that are relevant for this age group, that people aged 15-21 will want to educate themselves about and see being dealt with by characters in media such as issues around drugs, alcohol and sexual assault. This shows that my target audience has a specific demographic of teens and young adults in high school/university in the UK. This target audience is majority females as the protagonist is a teenage girl who this target audience will be able to relate to in some way, the topics around sexual assault that the show focuses on are also more relevant to a female audience. Because of this younger age group this will be targeted to people of a lower income who can access BBC3 for free when the weekly episodes come out and then when all the episodes are released on iplayer. This young audience will also be able to access the interactive components such as the mobile app a lot more easily and receptively than an older audience.

There are many possible methods and platforms I could use to promote my show. I will have to stick to the brief and create thee final components however plan more in my proposal. these will have to include the ident/logo, one interactive component e.g. an app that has a quiz element, and an opening audio/visual element. This could include a radio trailer, a TV trailer. 

I will need to consider the legal and ethical issues when creating the campaign. I will need to stick to what the client has asked for and also stick to Ofcom and ASA regulations by keeping the campaign appropriate to be published to a wide target audience beyond the 15-21 target age group of the show. One of the main things I need to stick to is the time restrictions