D2 - Meeting Requirements

 MEETING REQUIREMENTS

Client Brief:

Aim: 

To develop an advertising campaign for a new proposed BBC3 drama series that I seeing launched into the market.

TECHNICAL ELEMENTS:

- Appropriate planning documents to be created 

- Each component must comply with all relevant legislation/regulations

- The campaign components must be suitable for release to the public.

- Correct technical elements of each element to unsure it can legally be released

TV ADVERT:

I met the technical requirements of the brief for a TV trailer by exporting it in both a higher quality and lower quality version that could be used on different platforms such as actaul TV broadcasting and the BBC iplayer page with the higher quality version and social media platforms e.g. Instagram with a lower quality version. I also used dimensions of 1920 x 1080 which is standard for video and therefore suitable to be shared to audiences. I also ensured it used a 48 kHz stereo sound. This meant that the TV trailer was suitable to be shared to the client and shared to audiences because this the legal level that audio can be released at. Ensuring that these elements were correct meant that the campaign was able to be released to fulfil the purpose of bringing popularity to the new BBC3 show.

RADIO TRAILER:

Similarly in the radio trailer I ensured I used a 48kHz sound. This again ensured that the trailer was safe to be released to the public, meaning it could be shared on different platforms to reach the most audiences and therefore best market the new show to audiences. I also exported the trailer in a lower quality and higher quality file format so it is suitable to be shared online e.g. on YouTube and Instagram as a lower quality version which is quicker and has a lower size and shared to radio stations and TV channels as a higher quality version that has a bigger size and is slower to share. The radio trailer being good quality is important so that audiences will feel it is proffessional and want to listen to it. This fulfils the purpose of increasing the amount of audiences who listen to the trailer and then take action to go and watch it on BBC3, increasing popularity of the show. To ensure high quality I recorded the trailer in a controlled quite environment with little background sound. This meant there was no muffled sounds or background audio which may have distracted the audience from the true message and narrative I was trying to portray. 

SOCIAL MEDIA:

For my social media posts I created them on Instagram which means I can release these posts to the public and have them shared around the platform and online. I used persuasive language in the captions as well as hashtags to help people find these posts better as well as relate to audiences. These also engaged audiences with the show and the message I was trying to portray of sharing the show to audiences. I used the same logo image as radio ident to create a house theme across the campaign. This logo also links in with the themes in the show, using the same serif font and purple light feature with flowers which attracts the younger target audience as it connotates a youtful and personal feeling. This attracts the target audience to paying attention to the campaign and therefore increases the amount of people taking action to go and watch the show. I created 5 posts which were a mixture of different aims such as entertaining the audience educating the audience on the book etc. The mixture of these posts helped to keep audiences engaged in what they were seeing and therefore follow the campaign further to then increase views to the show. I also re-purposed my radio ident as a post which helped to create a house theme for the campaign, which creates a stronger brand image for audiences and therefore they will be more confident to then go and watch the show. I generated interest by posting these posts in incrinemts leading up to the release of the show, increasing tension with audiences meaning that fans will be watching out for new posts to come out meaning an increased chance of the posts going viral with audiences. I encouraged fans to share like and comment in the caption of the post, this means that fans will interact with the campaign more which increased their engagment and therefore the chance they will take action to go and watch the show.

POSTER/BILLBOARD:

For my poster I kept it at 300dpi resolution to ensure good quality. I kept the size as A3 which is able to be increased or decreased in size depending on the platform. If I was to make this into a larger billboard I would need to increase the pixel size using Affinity designer so that the quality wouldn't be compromised when making it bigger. This ensured that my poster was technically okay to be shared and printed for audiences to see and therefore fulfil my aim of bringing popularity to the show.

AESTHETIC ELEMENTS:

- Making sure each element is appealing to the target audience

- Ensuring that each element fits the genre and narrative of the show

- Making sure each element produces a call to action for consumers and fits its purpose of attracting them to watch the show on BBC3

TV ADVERT:

In my TV trailer I used an indie colour scheme to relate to the teen audience of my show. I used a lot of neon colours like a party again relating to the young target audience and appealing to them because these will be colours that they enjoy and feel are around them a lot - making the show more relatable. These colours move throughout the whole campaign such as in the radio ident and poster. These bright colours throughout attract the target audience to the campaign to mkw them feel as if the show relates to them, they will then be more likely to go and watch the show becasue they see themselves and their experiences being represented wihin the show and will watch it to see this. Similarly I also kept the font the same in the poster, radio ident, and the text at the end of the radio trailer. This creates a house theme throughout all the components and when people see the font in the title and text at the end of the trailer they will be reminded of the other components of the campaign and therefore be more likely to remember what they have seen and take action to go and watch the show. The font in the title screen is also placed centrally which gives a sense of proffessionalism to the trailer and means that audiences have more confidence in the trailer as being a reliable advertsising source and will be more likely to go and watch the show. The font used is a calligraphic font that gives the trailer a personal feel towards the end as if the main character had written it. Audiences may then take action to go and watch the show becasue they feel a peronal connection to the character and narrative. This all fits the purpose of meeting the brief by appealing to the target audience of 15-21 year olds. This teenage and young adult age group see the mise-en-scene of the trailer as familiar and relatable to them with themes they are interested in. They will feel represented in the show and feel more motivated to go and take action to watch the show. This therefore fulfils the brief of increasing popularity to the show on BBC3.

RADIO TRAILER:

In my radio trailer I used the same narrative VoiceOver elements as the TV show (Violets voice over). This links both of the campaign elements and creates a strong vision of the show to audiences. It creates consistency across all the campaigns which means that audiences will get a clear idea of what the themes and atmosphere in the show will be. This means people will have more confidence taking action to then go and watch the show and are less likely to feel misled when watching.

SOCIAL MEDIA:

In my social media posts I pulled images from the show of the characters (especially the protagonist) alongside text of the same font throughout the campaign. This means that audiences finding content on the Instagram page will get an accurate feeling of what the show will aesthetically look like, they will then get a feeling of whether they would like to watch the show or not and then take action to do so. Using the text text and images throughout the campign creates consistentsy and means that audiences feel less led on about the themes and images within the show, and feel like the campaign created a true representation of it for them - therefore fulfuling my aim of correctly marketing this show. I used a mixture of different posts to keep the audiences visually interested in the posts. This means that audiences stay engaged in what they  are seeing and follow the channel further to then take action to go and watch the show - which fulfils the brief of bringing populairty to the show.

POSTER/BILLBOARD:

For my poster I used an image of my protagonist as the main focal point. Audiences may see her on this and make connections to other campaign elements they have seen her in such as the TV trailer or social media. This increases the chances of them thinking about the campaign and therefore take action to go and watch the show. The bright purples and pinks and yellows I have used relates to the target audience as these connotate youth and fun and give an atmosphere of LED lights. This attracts the target audience as they will watch the show because they feel represented in it and like they can relate to themes within it, it also links to the colour theme within my other campaign elements to keep a house theme for audiences. The images within the poster such as the bed, the main figure, the flowers, bottle and cigarette case etc all link to the themes within a show and give the audience an idea to the narratives within it. The composition of the image is a central composition with the main figure being layed vertically across the poster, and the title being placed vertically. This composition gives a sense of proffesionalism and also relates to the one main protagonist of the show being the central focal point. This hints to audiences the themes and narratives within the show which appeal to them, and they will then take action to go and watch the show. The target audience will then feel more inclined to watch the show and feel like they had a representative vue of the show from the campaign. This ultimatly achieves my aim of successfully marketing the show to audiences.

CONCLUSION:

The different components of my show fulfilled the purpose of creating popularity for my show. This was done by researching my target audience and their behavioral and viewing  habits to accurately be able to place my campaign elements in places the target audience would see it, alongside researching their wants, needs and interests to create a campaign that is intriguing and appropriate for them. For my radio trailer, I created a dramatic voice over to establish my narrative using audio cues which can be shared on BBC radio where teenagers and adults will be listening. For my TV trailer, I used a dramatic narrative and visual sequence using editing, sound effects and dialogue. This could then be shared online on social media and on live TV to reach a wide audience. My poster, I used an eye catching central image to keep my audiences interested in the poster and the visual elements within it when they see it on the street,online etc enough to read the typographical elements which inform the audience about the details of the show. My social media included a mixture of different posts with visually striking images and typography to keep audiences interested, to read the caption and explore further on the page or around the shows using hashtags etc. All of thee elements stuck to a plan I had created including storyboards, visualization diagrams, scripts as well as production plans, gantt charts, and all relevant legal documents. Certain aesthetic elements of the components changed during production as not every single feature was possible with limited resources. This included not being able to use the scene with my actor in a moving car at the beginning of my planned trailer as this was unsafe but also not realistic to film. Also, in my poster the scale of the image was not exactly as I planned as well as the specific light sources which proved hard to create. I tried to follow the planned technical elements as these were planned to avoid any legal or ethical issues which may have arose in the campaign such as not exporting them in the right format or not getting consent from actors and locations to be able to film. Overall, I believe my campaign was successful.