Our brief was to re-brand a Unilever product and make it appealing to an audience that the product didn't target, for example re-branding P.G Tips to a younger audience was my chosen approach. We were paired into groups to help make the re-branding possible, for this we discussed our products and decided to run with P.G Tips. This was mostly down to two out of the three of us having already an idea of how to re-brand P.G to a younger audience. P.G is mostly aimed at an older audience as a drink to unwind and relax, in addition it can also be seen as a tea for the working man/woman. For this reason we decided to aim it at a younger audience promoting the fact that it could be useful as an energy drink to get young people through the day. We decided to target this specific audience as there is a lot of potential in the energy drinks market. This was due to some drinks such as Redbull and Monster being targeted about the fact that most of the ingredients used in their product are harmful and not recommended for daily usage whereas P.G Tips is all natural tea with no harmful chemicals.
2. The Finished Product And Feedback
This section is about the construction of our advertisement, the ad can be viewed below.
How did we collect the feedback?
We collected feedback (comments from others) on our finished advertisement from our target audience by making a questionnaire online. I used Survey monkey (Link to there website HERE) to make my questionnaire the group came up with 9 questions that we each used for our individual questionnaires. This questionnaire was then sent of to around 20 people that fit into our target age group which was 14-24.
Appropriateness to audience
I believe that our main message was transmitted to audiences in a good way, for example one of our questions from our questionnaire was "Was the advert attractive and appealing enough to make you want to drink P.G Tips?". The response from this particular question shows that our ad was successful in targeting our audience and convincing them to buy our product as shown below.
Technical And Aesthetic Qualities
Technical - For the most part our ad is smooth and each shot flows into the next due to a technique we used where we fast zoomed into certain shots, this helped create speed in our advertisement, this helped us emphasis the fact that our product is being marketed as an energy drink. Additionally the sound for the advert helped to create a sense of speed as well. This was due to the music being fast paced while also being in time with the advert meaning that it didn't feel out of place even when it changed to a more ambient sound at the end. The editing of the advert also helped to enhance shots that were zoomed in, this was due to the original footage being sped up. Editing also helped us to show a daily journey almost in a short amount of time.
Aesthetic - For the most part our ad is colourful apart from the beginning scenes, however this relates to our ad in terms of before and after drinking P.G. This is because when the character wakes up, he is slow moving and tired and the colours look depressing almost, however after drinking P.G the character becomes more fast moving and the colours become brighter.
Effectiveness Of Content
Personally I believe that our ad was effective at selling the product through its narrative. This is because the way in which the advert was shot reflects the character before and after the drink takes effect. For example as mentioned before, the character is seen as slow moving and tired before drinking P.G whereas after he drinks it he becomes energized and full of life. This shows to the audience that our product will give you a boost in energy to help you through the day.
Effectiveness Of The Persuasion Techniques
For our advert we made use of product placement, these are mostly seen in the gym scenes and can be seen in the screens below.
These were used to show repetition in the ad so that the viewer had a clear idea of what the product looked like, however this is only really seen in the last shot. This usage of product placement didn't work out too well for our advert as seen in the responses I received in the questionnaire as most people answered twice or three/four times.
Clarity Of Communication
What was the message we were trying to send to our target audience? - With our advert we were trying to send a message that P.G could in fact compete with energy drinks like Monster for example. In addition we also gave the impression that P.G is a great way to start the day for the younger generation.
What were the main techniques we used to send that message? - Fast editing along with a fast paced narrative and fast paced soundtrack for the gym parts. These allowed us to create an advert that felt fast and similar to the lives that some younger people may lead.
Is Our Advert Fit For Purpose?
For the most our advert looks professional, however it maybe needs some additional editing before id see it on the TV screens as it lacks the overall polish of some adverts I have seen recently. In addition for the most part our advert works with the ASA/BCAP code, however there could be some problems with our ad that may conflict with the code. For example there's a bit our advert where the main character slaps another character away from his computer, this could be seen as promoting bad behavior in younger audiences showing them its okay to hit people to get on with work if they are being distracted.
This could violate code 4.4 in the "Harm and Offense" section which can be found HERE, a screenshot of this code can be viewed below.
In addition our advert maybe should have needed to state that P.G should be used as a drink in the morning and maybe in the afternoon, this is due to us not wanting to sell over consumption of the product which would be in violation of code 13.3 of the "Food, Food Supplements and associated health or nutritional claims" section which can be viewed fully HERE. A Screenshot of this code can be viewed below.
3. Personal Reflection
How Does The Final Advert Compare To My Original Intentions?
Our advert relates quite a bit when compared to our storyboards and also the original idea that we had. For example during my presentation and Prezi I talked about including fast zoom shots to help show speed in our advert and these were used in the final advert. Additionally it helped that our group had either identical or similar ideas for our adverts individually. So making one as a group was easy and we were able to create our ideas from paper to film easier than expected. Our group also had the same ideas when it came to re-branding the same product for a younger audience, again this helped us gather ideas together quicker than we had anticipated.
Self Evaluation
Overall I believe that the advert we created was good but could have done with some extra work and polish when it came to the editing side of it, however since we were on a time schedule we were unable to make these changes. If we were to retake the project I would change some of the footage used perhaps to make it look more professional e.g. the last shot of the character holding the tin and drinking the tea. During the project I was involved in most of the work apart from drawing the drawings for the storyboards and some of the editing although I did or either helped out with the majority of it. Additionally I wasn't involved in the making of the first few shots as they were shot at one of the crew members homes and he done those alone without the rest of the groups help.
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