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.
