Advertising brief:
The idea is to make Kelly’s of Cornwall
better known. So far it is primarily known in Cornwall and the surrounding area
but the idea is to raise the awareness of Kelly’s to the rest of the UK,
starting in London and if it is successful, to other major cities and towns
across the UK. Kelly’s is a Cornish based ice cream so the beauty of Cornwall
such as the beaches, coastal areas and the fresh produce used to make the ice
cream from local farming have to be the main focus of the advertising helping to
promote the creamy taste of Kelly’s ice cream. Kelly’s is very serious and is
seen as a premium ice cream so the idea is to make Kelly’s more fun and
interact with the audience widening its target market to attract families. The
target audience will be families with young children. The core message will be
that Kelly’s ice cream can and is enjoyed by everyone. Three ideas will be
required and will form part of a campaign.
My first idea...
The first idea is to advertise by having an artificial beach in the middle of London where there are lots of passers-by such as Trafalgar square or Piccadilly. The beach scene will have a deck chair, coloured umbrella, ball and a bucket and spade for the kids to play with. Along the floor will be the Kelly’s logo and a Kelly’s ice cream stand so that people can purchase samples to try and ask questions if desired.People will be able to interact with the sand as if they were actually on a beach.The beach scene will be set up where there will be lots of people walking by such as Trafalgar square or Piccadilly.
My second idea...
The second idea is to advertise in the air, Arial advertising using unusually shaped hot air balloons. The balloons will travel over Hyde park in London or somewhere which attracts people's attention but isn't too over crowded by buildings etc. The other idea is to advertise at hot air balloon festivals around the London area which attract people who are there to solely look and observe the hot air balloons and take in the atmosphere. The balloons will be shaped as tubs of ice cream or a cone of Kelly's ice cream with their logo placed in between the ice cream and the cone along with the website and a promotion code to go to direct people to the website to enter into the prize draw to win a free holiday to Cornwall for one lucky family. The other shape idea will be that of a cow with the same information placed in the middle of the cows torso. At the festival there will be stands handing out ice cream for people to try and purchase.
My third idea...
The third idea is to advertise in bus shelters outside of supermarkets or shopping centres where by people can interact with the advert by touching it and allowing the audience to play games, read information and watch videos or film clips. The advert will be done via the company JCDecaux the world's leading outdoor advertising company that provide this technology, allowing adverts to become interactive. There will also be contact information and a QR code or information for people to download the app via Blippar or the apple store which will create an augmented reality for the viewers through linking their smartphone or tablet to the advert. The information again will take the users to the official Kelly's of Cornwall website. The interactive content will allow people to see the fun side of Kelly's ice cream. Games will involve exploding fruit, interviews from children who have tried Kelly's and their parents as well as there being options for the children to create and design their own personalised packaging and competitions for the winners packaging to be featured in one of the brands advertising campaigns.
These
interactive digital displays will have a QR code placed on the screen so that
people can scan the code into their phone or iPad (If they already have the app, if not
there will be information on where to download the app). The QR code when
scanned will take the user straight to the Kelly’s of Cornwall website whereby
they can play games, read information about the ice cream, history and
Cornwall, and can see how to and where to buy the ice cream.
Advertising brief
As part of the same campaign to reposition Kelly’s of Cornwall, a TV/
cinema advert will be created. The same advert will be used for both sources of
media as part of the same campaign. The adverts will be based around the beauty
of Cornwall, the fresh Cornish produce, associations and memories that people
may have of holidays in Cornwall. We will
be aiming the campaign at adults who have families, people who are in the B or
C1 socio-economic groups.The advert will show the beauty of Cornwall with families spending time
together, making memories and building experiences which they can look back on.
These memories will play as a target in order to change consumer’s behaviour
making Kelly’s their first choice of ice cream. The advert will give consumers the
idea that you can enjoy Cornwall without having to be there by presenting
people with happy thoughts. We want people to associate Kelly’s with happy
thoughts and good memories.
My first idea...
My storyboard for my first TV/Cinema advert of which i drew using key points in the scenes hopefully showing viewers how each scene transforms into the next.
My second Idea...
The second advert is based around the enjoyment of ice-cream
by children. Using the children aspect of the first advert, the second advert
talks to 5 children about ice-cream and their favourite flavours, showing
action shots of the children too. All of which is all shown on the advert
meeting all 5 of the children using the idea that Kelly’s ice-cream is enjoyed
by everyone which is the slogan for this advert. The image of the cows at the
beginning is giving the audience the idea of the fresh produce whilst showing
the beauty of Cornwall. The closing image of the dad and child walking away to
the sea from the sandcastle is a good closing scene showing the beauty of
Cornwall. All of the interviews will swap from child to child but focussing on
these 5 children only showing them laugh, stare, talk, play etc. This advert as
well as the one from idea 1 is aimed at families as mentioned in the brief.
Kelly's of Cornwall has been a family run
business for over 100 years set up in 1890. The ice cream is made from Cornish
clotted cream and whole milk from cows grazing in the fresh green fields of
Cornwall (Kelly's, 2012). In order to reposition Kelly’s, a
campaign will be created using the concept of their Cornish heritage.
Advertising brief
As part of the campaign to reposition Kelly’s of Cornwall, a set of 4 different print adverts will be created. The adverts will be based around the beauty of Cornwall, the fresh Cornish produce, associations and memories that people may have of holidays in Cornwall. We will be aiming the campaign at adults who have very young families, people who are in the B or C1 socio-economic groups. The adverts will reflect the family orientated approach using children, illustrations and bright colours or the social class status of luxury and class using darker colours, fancy text and sophisticated imagery.
The 4 adverts will be based around the beauty of Cornwall, associations with Cornwall and the beach, the fresh produce going into the ice cream and the idea that it can be enjoyed by everyone whilst aiming at families so they might have a quirky and fun appeal to them. The adverts will give consumers the idea that you can enjoy Cornwall without having to be there by presenting people with happy thoughts. We want people to associate Kelly’s with happy thoughts and good memories.
All of these adverts were created by using original images and edited in Adobe Photoshop Elements 7.
My five print
advert ideas:
References
