Sunday, 24 April 2016
Evaluation
Section 1. The
brief
I was set the task of re-branding a Unilever product.
Unilever is a British-Dutch national company that has owns over 400 brands. It
primarily focuses on home goods, personal care, food and refreshments. It has
brands such as Lynx, Pot Noodle, Magnum and many more. The brief is shown
below:
“Unilever’s corporate
vision – helping people to look good, feel good and get more out of life –
shows how clearly the business understands the 21st century consumers and their
lives. But the spirit of this mission needs to reach out to more potential
customers. Therefore Unilever is inviting advertising agencies to participate
in this exciting opportunity to carry our message out to new customers. The
successful agency will be contacted to produce designs and create advertising
materials for repositioning or extending a number of our products in the market
place.”
As a group we decided
to re-brand Pot Noodle, this was a brand we were all familiar with and had all
tried before. We felt we were the current target audience and so that
re-branding it would be easier by just simply going against what would mainly
target/appeal to us.
The current target
audience for Pot Noodle is students, primarily between the ages of 14 – 25,
this as a demographic allows Pot Noodle to target all types of students from
High School through to the last years of university students. We decided to
keep the whole idea of Pot Noodles being quick and easy but we decided to have
a target audience of office workers from all ages. This was what we felt a very
large demographic and made it easier to generalise the advert.
Section 2. The finished product and feedback
I collected feedback
on our finished product by using a questionnaire to ask a series of questions.
The questions where things such as “Would you consider purchasing the product
after seeing this advert
?” and “Is there anything you dislike about the advert?” I felt this would get me a wide range of points and feedback.
?” and “Is there anything you dislike about the advert?” I felt this would get me a wide range of points and feedback.
I believe we have delivered the correct message to our
target audience by using our advert to clearly state that we have designed this
advert to point out the speed and readiness of Pot Noodle. This was the main
target we set out to perceive in our advert as we felt this was a very large
reason of the products success and what it would need to be successful to the
target audience. I believe that this advert will convey this message and
deliver the correct impact to the target audience.
I believe we used a correct setting for our advertisement as
the typical office person will work in an office and have a simple set up
inside their office; such as a desk, computer and side table. I feel that we
used the mise-en-scene well by creating an office and conveying that well in
our advert. We did this by using things such as computers, stationary
equipment, stacks of paper and a desk with a typical ‘office’ chair. The
editing we used was simple and very basic, however I believe this worked out in
our favour as it meant that the advert was very simple to follow and it almost
went with what we were trying to convey too which is simplicity. We used a
royalty free piece of music for background sound, this was to avoid copyright
trouble and it gave a nice ‘jingle’ to our advert.
I believe that we successfully created an advert of which sells
itself to the target audience and creates a selling point of its easy making
and simple appeal. I feel we sent the right message to our audience and that we
did successfully target the audience we wanted.
We used the persuasion technique of not quite accurately
showing how quick the making of a Pot Noodle is, we made it look much faster
and easier than it is. In our own advert we showed it as if it would be ready
almost instantly. Where as in honesty it would actually be ready after around
4-5 minutes. I feel we needed to use this technique however to truly get across
the selling point of Pot Noodles; which is its speed.
I wanted to truly get across just how fast Pot Noodles can
be made and how easily you can eat one. I showed this by getting the advert to
seem as if the Pot Noodle was ready in seconds rather than minutes and that it
could all be done inside your own office. We done this by using a kettle inside
an office so that we did not need to even change room for the food to be made.
I felt that this would allow the target audience to imagine the scenario inside
their own office and begin to wonder how good this would be. I feel we
successfully conveyed and produced this message as well and get the target
audience to understand how this situation could be real.
Overall I believe that the advert we created fit the purpose
of our brief and task. I believe we created an advert that was re-branded from
the original idea and that we successfully introduced a new target
audience. However I do not believe that
the advert was up to a professional standard and believe we could have produced
a much greater advert would we be given more time to create it.
Section 3.
Personal reflection
I believe that we have created an advert that was close to
our original intentions. However I feel
that some issues did come up and some compromises had to be made, such as the
office we were to film in. I wanted to use a real genuine office building and
have a more ‘classic’ office, however we did not get the time or permission to
be able to do so. As a result of this we ended up using a teacher’s office
inside the college building that would still work. We also could not find a
more age appropriate actor as the teachers were all busy and so could not spare
the time to play a part in our advert, as a result I had to be the main lead
and this caused our advert damage due to not using the correct lead this would
have not influenced our target audience as much as I would have liked.
I believe that I could have done a much better job with the
advert, especially when acting. Although I cannot say that better acting should
have been expected of me, as I do not do any kind of acting or even drama at
all. I simply wish it had come out better. I also wish that the quality of the
video would have been of more professional standard and that it would have
created a bit more of a personal feeling in it. If I was to undertake this task
again I would first off get rid of one of my partners as they did next to
nothing in the task whereas me and the other did almost all of it. I would
possibly have changed the brand/product we redesigned too, as the Pot Noodle
did not have a huge range of ideas we could come up with. I believe that I did
what was expected of me and what I should have done in the project, however I
did make many mistakes along the way with camera work and editing issues. Other
than that I believe that I did what was necessary and required for the
completion of this task.
Production Schedule
Monday 14th March
This day will be used to make sure we have the correct
office, along with the right props and script. We will begin filming and start
to figure out the tone we wish our production to have. Hopefully be able to
film almost all of our scenes and begin to re-film areas that could be improved
upon.
Wednesday 16th March
We will carry on directing and creating our production and
re-filming selected areas to be touched upon, we will finish off the filming
and have a full set of many more scenes than we need.
Friday 18th March
This day will be used to access a computer and ensure that
we have all the pieces we need filmed, well done and that there is no scene to
be re-shot. If there is a need to re-shoot we will use this time to do that and
begin to upload our different pieces to the computer ready for editing.
Questionnaire
Questionnaire
Do you understand the narrative of the advert?
A)
Yes B) No
Do you believe the advert will appeal to its target
audience?
A)
Yes B) No
After seeing this advert would you consider purchasing the
product?
A)
Yes
B) No
Is there anything you dislike about the advert?
A)
Yes B) No
Is there anything you would change in the advert?
A)
Yes B) No
Wednesday, 20 April 2016
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