Part – 1
In this project I will be working with Jacob Fulls to advertise the project “Lilt” which is around in the local shops for the same prices as Coke and Pepsi.
Primary research – For this we sent out a few questions using survey monkey – https://www.surveymonkey.com/results/SM-BF37RQ8YV/?fbclid=IwAR1WNF_WHLbgJjH8LUnXFL6-R0mV6DKVIOElfrqMw8o-eehfJ4U0aFgDFU0
Secondary research –
all three of these adverts have either a comedic and/or cheesy feel to them which supports that this drink is aimed at escapists/strugglers and Explorers, for people who simply want to try something new. As far as Demographics go we believe that from the adverts that it is aimed at the “C1” or mostly “C2” as they can typically have boring jobs and want something else out of life, although later on it was aimed at students which would be the “E” demographic so we will make adverts that apply to either.
https://www.marketingweek.com/2003/06/26/lilt-goes-after-youth-market-with-revamp/
In the link above it is described that Lilt was planning a 5 million relaunch of Lilt to aim it at a younger audience and bring out a new flavour as there age profile has been rising as it’s not appealing to new people and so it also states that they would be ditching the work done by the advertising agency called “Mother” as it doesn’t appeal to a younger audience.
https://www.campaignlive.co.uk/article/lilt-tv-ad-campaign-breaks-weekend/184406
However the link above states that coca-cola is denying reports of relaunching Lilt to a younger audience and that they are trying to increase its appeal among an older audience. It also states that they aim to be reminiscent of a “J-Lo or Destiny’s Child” video which supports being aimed at an older audience.
From this research it seems clear that I should make an advert for both a younger audience to see how that should be carried out and and to make an advert for their current audience.
Looking at these three previous Lilt adverts they stick with the Caribbean theme as that is the inspiration for the flavour of their drink.
“Inspired by the flavours of the Caribbean, Lilt is a sparkling soft drink that contains real pineapple and grapefruit juice for a totally tropical taste.” – Source
From the secondary research we found that from the 8 people that we asked, only a couple were remotely interested but nobody that we asked gets their opinion switched from an adverts that they see. Although when escapism was mentioned a few more people sounded interesting but the flavour of the drink put a lot of people off.
Audience Profiles –
Example 1 –
Example 2 –
Part – 2
Idea 1 – Film the video like a teleshopping add that being calming with a clear voice that makes you listen to the advert with distinguishing colours to catch the viewers eye from everyday colors that bore you.
Idea 2 – Have a student acting bored in a classroom environment when Hawaiian music starts playing and attracts the student to the can of lilt in which when they drink the can of lilt they will be transported onto a beach, really pulling on the escapism idea.
Rationale – In these ideas we are planning on making the viewers simply feel like they are escaping from their everyday lives but having the first idea based around an older audience and the second one to attract a younger audience.
Part – 3
Pre-Production:
Original idea sheet: part – 1 – part – 2
Storyboard: Idea 1 (part 1) / (part 2) – Idea 2
Recce for both ideas: Recce
Cast and crew List for both ideas: Cast and crew
Location: Both ideas were filmed inside of college
Contributor consent forms for both ideas:
Prints:
Videos:
Evaluation:
| The first idea we believed would engage with the audience as for someone living in a boring everyday lifestyle it stands out and reaches for the sense of escapism that people stuck in boring jobs and locked down in life need to be happy from the upbeat music to the bright colours of the pineapple and grapefruit and clear voice that grabs your attention, however I do believe that our original idea would have worked better as it was a relatable and comedic idea but with the realisation of having no budget I think that it worked out well.
The second idea I think it grabs the mind of a typical student well, as it is relatable for a student to be bored in class and wants nothing more than to simply be somewhere else and the sense of escapism yet again of the student being taken to this other world outside of school would be a really appealing concept and it is relatable to myself as I am within the target age range and so I believe this advert would work really well but would have been better if we were more dedicated to the project and could of used the TV studio rather than a creased green sheet.
When it came to creating our ideas we immediately decided that we really need to emphasize the escapism part of our audience as it is also reflected in previous Lilt adverts, at first we decided to have an elaborate idea however that would of required having a budget we didn’t have so we had to change our idea to obtain our goals with no budget in which for the older audience idea it came out probably too simple and not as effective as first thought. As for the second idea we had, we managed to stick with and believe that idea was a good one however carried out poorly due to not getting the information that the TV studio would have been fully booked out. I believe that we managed to differ the audiences effectively through age and what would be more appealing to them while still holding onto the escapism ideas. I am proud of our work and that it feels like they would be very effective although it would have turned out a LOT better if we had a budget to use and if we were more dedicated to the project and found out about the TV studio a lot sooner to alter our idea. |
Personally I will not be using this work on my showreel as this is not the kind of work I enjoy neither do I believe I am good at creating which further supports my wish to not continue advertising as a career, as much as I enjoy being able to use my creativity I struggle locking onto a specific persons ideal which Is supported in out primary research when everyone’s replies was that adverts do not sway their opinions on products and I feel that way too so I believe that it would be a waste of my creativity to make work that doesn’t effect anyone.
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