Marketing essay. Ad/Viral Campaign

Video:
https://www.youtube.com/watch?v=pfxB5ut-KTs

In advertising, the best way to sell your product is through catching your consumers attention, creating  something people want to talk about. One of the most popular techniques is using humor to sell your product, another is through using sexual innuendos 'sex sells', if your product is being aimed at an older audience, granted.Another way of selling your product is though using idealism, using statements which convince people that by buying a deodorant or a new hair gel will change your life. Adverts are created to sell the product, at any means. People complain it's a form of hypnosis, but the consumers are inevitably responsible for buying it. Every advert has the same agenda, to sell the product, and to promote the brand.  I'm going to discuss the massively popular Evian campaign, 'baby and me' a TV advert, viral campaign, and app.

With the ever growing popularity of viral marketing you can easily get people involved in the campaign. Through mainstream sites such as twitter and Facebook, your potential consumers will catch on to your campaign if you choose to involve them. The video was mentioned in over 57,000 tweets, was shared over 1 million times on social sites, and gained 1.1 million Facebook likes and 289,000 comments.

The baby and me campaign is not only a television advert but also an app. It's genius, it's fun, universal, and it promotes the product on a massive scale. The advert received a huge 20 million views in the first 2 days, and over 73 million views and 130 million views in total across all sites. The app let people see there 'baby face' by uploading a picture of themselves. Involving your consumers by offering them something in return is a great way of using relationship marketing, which creates strong customer loyalty to the brand.

The Evian campaign 'live young' is in the top five most successful and recognized adverts of the year. Its success was partly down to its open humour, being funny to such a wide target audience, its characters ages range from babies to an old women. Like its potential audience, and its product, it is for everyone. Its marketing strategy is what made it universally famous. It has been launched worldwide, and has an ongoing slot on 4od one of the most popular online players. It is also connected with social media through twitter 'We are social' on twitter encourages followers to re-tweet the ad, which will enter them into a draw to win tickets to the BAFTA TV awards. Just one of the online competitions supporting the baby & me campaign. The campaign is constantly coming up with new ways to interact with its client base, and it is obvious that Evian choose to promote their product through using creating a relationship with its consumers.

Organising and scheduling shoots.

In the first week of attempting to organize shoots I had problems with both my actors schedules clashing. Therefore I had to make the decision to change one of my actors, making it possible to get them together. As the most convenient time for both of them is weekends, I asked my boss to not give me weekends for the next month, ensuring I'll be free to do it. Now I have completed 2 shoots.

 

I am next shooting:

 -Thursday 24th April

 -Sunday 27th April

 -Thursday May 1st 

Completed both shoots and have all the footage I need to edit.
 

character development- FMP

Jasmine-

-Olive skin, brown hair, pretty face, curvy figure, alternative well dressed stylish.

 -Britain

-Private school

-She takes pride in her image. And feels shes too young.

-Her boyfriend is her best friend. 

-She was working in a local flower shop

-She wants to travel with her boyfriend, she wants success and love and a family.

-She holds back around other boys, her boyfriend has a tendency to get jealous. She surrounds herself with girlfriends rather than boys.

-She is wrapped up in her own world, she is greedy to an extent that she doesn’t consider other people enough.

-She is very sexual, but secretive about her desires to her friends. She is a private person. She is envious of the models she sees in her weekly copy of Elle. She isn’t vain, and doesn’t know how to react to compliments.

-She listens to jazz, and finds it an escape.

-She’s generally happy, but has an unexplainable feeling of un-satisfaction from her life. She wishes her boyfriend would commit to her more, since he’s reserved about traveling with her. Although she is romantically satisfied, she is confident that he loves her.

-She would be more functional if she organised her time better, she cares too much about seeing her boyfriend. But still gets frantic about her college work, especially since her parents pressure her into doing well.

-She still lives at home, therefore her parents provide for her. She longs for more independence, but is naïve to the responsibilities which come with it.

-She is enthusiastic, and has so many ideas, and dreams. She is very jokey, and has a tendency to over use sarcasm, which people who don't know or understand her take as rudeness. A lot of people are envious of her and her looks, but she remains oblivious to it. And has never had a want for 'popularity'. 

-She is intelligent, and has a lot of potencial.

-She isn’t naïve to how hard life can be. And struggles when she is faced with decisions.

Pre production FMP sketchbook

EVALUATING LYRICS-

STORYBOARD IDEAS:

IDEAS:

PROPOSAL DRAFTING:


MUSIC VIDEOS TO ME, MY GOAL:

SPIDER DIAGRAM:

SCHEDULE SCENES:

SCENES IDEAS:

PROPS:

OUTFITS:







STORYBOARDS:


EDITING SCHEDULE:

BRAINSTORMING IDEAS (BEFORE I CHOSE MY FINAL IDEA)

Shoots.

Shoot 1- Bride

Preparation for the shoot:
To create her dress I bought an under skirt off ebay, costing £20, then bought the silk material which I attached to it separately costing £10. The top half was my friends top. I bought 3 bouquets of flowers to ensure I had enough to create the effect I wanted on shoot. I also bought a small veil for £7 off ebay.
Total: £37

On set:
I did have problems on the first shoot, I initially wanted to film on a Z1, but when we reached the set the tape ran out. I could have returned to the set with another, but looking at the set, and experimenting with my HD camera I made the decision to use that. It gave e a lot more freedom, what with being able to move about swiftly (being a light camera). And climb up high and comfortably hold it whilst taking birds-eye shots (see picture above).

Shoot 2- Candles

Preparation for the shoot:
I created her outfit though buying gold stanza fabric and wrapping it around her and tying at the back which cost £10. I bought 100 candles off eBay costing £4 and she is laying on a black sheet, which I bought for £7. I bought gold spray and gold glitter both costing £5.
Total: £31
On set: I had to light the candles inside to avoid them getting blown out by the wind, then carry them out on trays. I then had to swiftly place all 100 of them on the black sheet, being careful to keep them lit. It was a challange, but the candles stayed lit throughout. The candles provided just enough light to show her, but I also had a light on shoot, which I held above her to ensure the camera would catch her properly.

Shoot 3-Beach

Preparation for shoot:

To prepare for this shoot I searched for an image of the perfect cross to replicate. Once I had found it I went onto buy the paint, a black and gold. costing £6. I borrowed the dress from a friend.
Total: £6



On Set:

The shoot was straight forward, shot in two locations, on the beach and a shelter. My friend drove us to both locations, I wanted to her it done promptly so that the paint didn't smudge or dry. It didnt and I was very pleased with the results.





Shoot 4- Bath/Roses

Preparation for shoot:
To prepare for this shoot I had to ensure I had enough petals to cover her. I tested out how long the petals floated for, they did for only 2 minutes, therefore I bought more than I would necessarily need so I could keep topping them up. I bought 3 packets, which were £6 each.
Total: £18

On set:
Me and my assistants spent almost half an hour separating the rose petals. I had to get the shots promptly before the petals sunk. This was the only issue, which I already knew would be a difficulty.

Pre-pro scripting-editing

FMP SCRIPTING

EDITING/SHOTS

OPENING- 0:00

SHOTS OF BOY IN BED ALONE

-MUSIC-

SPINNING DISTORTED IMAGES

FLASHES OF DREAM SEQUENCE

FADING IN AND OUT

0:14

QUICK MEMORY SHOTS- WHILST CONTINUING DREAM. MEMORY SHOTS GRADUALLY EXTEND. UNTIL..

0:38

HOME FOOTAGE FULLY TAKES OVER

HOME FOOTAGE REPEATS SHOTS, EG. EXPRESSIONS, EFFECTION TO GIRL/BOY ECT.

0:59

HOME FOOATGE CONTRASTS WITH DREAM, MEMORY AND DREAM IN SAME LOCATION

(eg.BATHROOM)

1.20

DREAM SEQUENCE. DARKER DREAM- GIRL IS RUNNING/ LEAVING THE DREAM SETUP/CROSS ON BACK/ STRESS IN MEMORIES NEXT TO HER CRYING, SHOUTING.

1.41

BACK TO PLEASENT DREAMS-MEMORIES

MEMORY- SHOT FROM BEHIND BOY AND GIRL, GIRL BRINGS UP HER ENGAGEMENT FINGER.

DREAM FIELD, WEDDING DRESS HOLDING ROSES.

ADDITIONAL NOTES

FLASHES OF LATER DREAM'S CONTINUE THOUGHOUT. LASTING 2 SECONDS. HINTING AT WHAT IS TO COME IN THE VIDEO.

OVERLAPPING SHOTS

EXTREME CLOSE UP OF BOYS EYES

BOY SHAKING HIS HEAD

LOOKING DISTRESSED

DIFFERENT ASPECTS OF REAL-LIFE SHOWN THOUGH THE IMAGINATION WE USE TO DREAM.

Proposal

1.      Synopsis

2.      Aesthetic and technical strategies to achieve this.

3.      Target Audience.

4.      Timescales and how you intend to logistically achieve the project.

5.      Additional materials you will produce (music video, making-of, etc).

     My film is about a boy mourning the death of his girlfriend, holding onto the only connection he has left with her, his dreams. The film will portray how the mind which you dream in interprets memories. Each location will shoot the protagonist, the girlfriend, twice. Once using a camcorder (home footage) juxtaposed with footage from a HD camera (dream sequence). The home footage will be the memories he has of her, in everyday life. Contrasted with his minds manipulation of her character. For example one memory scene is set with the girl in the bath, she leans over the side and looks up at her boyfriend as he brushes his teeth. It will then cut to the dream where the girl is still in the bath but this time covered in red rose petals (also symbolic of death). As the girl has died almost all of the dream sequences will incorporate death, mostly through the use of props. Another dream sequence will be the girl surround by candles, commonly when someone young dies their friends and family join and each bring a lit candle. 

   

      Throughout the video the boy loses control of his dreams. Therefore losing his control of holding on to her. The lyrics repeat "be my dream come true, just play my game come true" As if a demand onto her to stay with him, she will eventually walk out of each scene to show you have no control over your dreams. And will fade from the memory sequences, to show her death. The dream scenes will be very abstract and sometimes appear distorted of disjoined. She will look extremely beautiful and made up with striking makeup, the her in his dreams is his fantasy, not reality. 

    I am going to distinguish reality from dreams through the shooting and editing. The memories have a camcorder filter over them, and are shot as handheld making it feel very homely. Where as the dream sequences can be jolty but also steady, and I have used colour collection, blur etc. to make the scenes look and feel like a dream.
 
   I am planning on making a 'making of' video, going behind the scenes, and showing my preparation into each shoot.

  Since my film is somewhat experimental, and surreal. My audience would have to be people who are interested in art-house filmmaking. Or interested in the artist I'm trying to promote.