Week 14 Prep Work over Christmas (due 8th Jan for FSA assessment)

Homework & prep: Total Duration 3 hours to complete
Use the hyperlinks supplied to help you research, you may look at other examples if they are appropriate

Scenario:
As an intern, you have been commissioned by the marketing consultant agency 'Don't Panic' to create a proposal for a 30 second YouTube Viral Advert to promote the ‘Random Acts of Kindness’ Pass-It-On 2016 Charity Campaign. The key demographic are urban youth 16-25.

"Once the client is confident that you understand key conventions and persuasive techniques of viral ads, you will conduct research into how to appeal to an audience, as well as look at existing successful charity viral campaigns to be able to generate at least 2 ideas, then refine and developing them to select the strongest. You will then create a proposal portfolio summarising your research, your ideas and pitch to the client. You will need to show you can work reliably, present confidently and collaboratively with others using digital presentation software, as well as thinking creatively."

Task 1: (20 minutes) annotate the brief (below & given copy in class) to highlight the specific purpose and requirements of the client

With a highlighter, find the information in the brief and add notes on purpose

a)    creating a specific audience reaction to the video

b)    promoting or increasing awareness

c)    persuading an audience

d)    platform, what will the product be and where will it be seen?

Task 2: Research (1 hour 15 minutes)

To achieve the criteria you must show that you are able to:

Conduct limited research into a digital media product.

Conduct adequate product and audience research for a digital media product

Conduct competent product and audience research for a digital media product.

"Include these illustrative examples in a series of summary reports to the Head of Creative at the agency via a blog portfolio to convince them you understand the following"

Section 1: Investigate the conventions of Charity Viral Video ad Campaigns, looking at a previous example (above) on Youtube and evaluating it's success (views, comments etc)

Section 2: Investigate how the audience consume digital Viral ads and on which platforms (ie Youtube Channels) you would find them on (caution this Youtube Channel has 18+ swearing)

Section 3: Investigate the use of Viral Buzz and Mode of Address to target the specific audience of 16-25 college & uni students, by looking at examples of other ads or Youth oriented Formats (eg BBC3)

Section 4: A critique of examples of random acts of kindness that would appeal or be suitable to this audience that have been posted on Youtube

Task 3: Who is the intended audience? (45 mins)

a)    age, gender, psychographic group, college students (use Thinglink to create a mood board profile of your typical audience member, their likes and interests)

b)    brainstorm ideas of how to appeal to them (use a mindmap site like Popplet)

Example of Audience Profile 1

Another example of an audience profile

Yet another example of an audience profile

Example of a Brainstorm Mind Map on Popplet with images

Task 4: Generate 2 ideas, (40 minutes) consider:

a)  What will happen in your advert? (Collect 5 images using Shutterstock to show the narrative or story sequence)

b)  How will it make the audience react[1]  as required[2]  by the client?

c)  How will the idea promote[3]  and persuade[4] ?

d)  How can you make it go Viral (6 types of Buzz)?

6 types of Buzz

Outline ideas which meet a brief for a digital media product, using basic verbal communication methods. #

Develop ideas for a digital media product using appropriate verbal and written communication methods. #

Develop ideas for a digital media product using clear and effective verbal and written communication methods. #

Develop creative ideas for a digital media product, using confident and accurate verbal, written and visual communication methods. #

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Don't panic viral advert assignment brief from ctkmedia