Unit 20, P4: Radio Advert

The radio advert will be broadcast on BBC Radio 1 and BBC Radio 1Xtra, at no additional cost as these are BBC stations.

Radio Advert:

The advert was recorded using a USB Microphone directly into Adobe Audition. Subject release forms have been signed and are linked in the pre-production documents.

A different track was used for each type of input. This was done so that separate effects and levels could be applied to each channel so that different parts of audio could be edited separately.

Various sound effects were assembled on the timeline. Sound effects were downloaded from freesound.org and are all used under license. Details can be found in the pre-production documents. The music was created by Alex Van Zomerplaag and is used with permission. 

Levels were adjusted in Audition to make sure all sound clips were crisp. Fade in and Fade out effects were used when required to make sure audio transitioned smoothly. 

The first draft of the advert ran for over 45 seconds. It included everything from the original script but overrun the BBC's standard 30-second ad slot. It was cut down by bunching dialogue together and eliminating some bits of dialogue from the script. This makes the advert more concise and I believe actually makes it sound more realistic.

After these cuts were made the advert runs for 30 seconds. 

After this second draft was produced I was happy with the final production. I received feedback from third parties and added an effect on the '3' at the end of the advert to make it reverb as this kind of effects are often heard in BBC Radio 1 imaging so this would make the advert fit into the station sound. I also added 'ducking' on the music so it would compress and adjust levels around vocals which make it sound clearer and less abrupt for the listener. 

The file was exported in .wav format in stereo channels to comply with BBC Radio standards. 

Unit 20, P4: Social Media Adverts

Various adverts have been produced for Twitter and Instagram.

For Twitter and main Instagram Feed:

Similar adverts to this have appeared on the BBC Three Twitter account to this, mainly focusing on imagery from the production usually with some casual comment about the show. The quote in this advert is meant to give an insight into the action and make people more likely click to view

Bright colours are used across BBC Three which is why the contrasting blue, yellow and pink are used here. These will also help draw attention to it in people's feeds which people often scroll through relatively quickly - it is important to catch the eye of the viewer. 

The image is representing "Sheena" one of the main characters in the TV series. This image was taken from Google Images, however, if the programme was actually being produced by the BBC then photographs would be taken of the character specifically for the show with release forms signed to grant use of the photograph, therefore this image is simply a placeholder that will be used throughout this mock-up of the campaign for Cambridge Technical qualification. 

The music was sourced by looperman.com and is licensed to be used commercially making it suitable for the advert.  It was downloaded and then looped further and edited to fit the timings of the advert using Adobe Audition. 

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The original background in the image of "Sheena" was erased using the "Background Eraser Tool" in Adobe Photoshop and the white surrounding was added using the paintbrush tool. 

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The text was written and stylized in Adobe Illustrator using the ident template I had made previously. The font used was "Diogenes" and was downloaded from '1001font.com'. It can be used as it is licensed for commercial use. 

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All of the assets were then brought together in Adobe Premiere Pro. The final video was exported in 1920x1080 HD as a .mp4 file. This allows it to meet the criteria of all social media services allowing it to be published and shown to viewers without issue. The BBC Three logo was downloaded from the BBC website. If this was a campaign by the BBC they would have granted usage rights for the logo so it would be suitable for use. All other graphics were created by myself, using the colour scheme observed on the BBC Three website so it appears to match 'the look' of the brand. The movement of the graphics was created using keyframes in Premiere and then motion blur and fade in/out effects were applied using Adobe After Effects. 

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For Instagram Story:

The inspiration for the production of the Instagram story advert came from the BBC Three stories on Clique and Killing Eve plus posts on the BBC Radio 1 (another BBC brand targeting the same audience) Instagram feed and story. Both often allow users to interact with posts by asking questions or polls before a call to action to watch and listen to content. 

The same backing music was used and edited in the same way as the advert above. 

The image of the main character 'Amena' was taken from Google images as above, with the view that if the production was real it would be able to be taken by the crew and permission granted via release forms - therefor this image is also a 'placeholder' for the purpose of this work towards the Cambridge technical qualification. 

The union jack image downloaded from Pixabay.com and is licensed for use commercially making it suitable for use. 

The images were edited in Photoshop, text created in Illustrator and motion graphics created in After Effects - all as described in the above advert. It was all brought together in Premiere Pro. As this advert is going to be published in Instagram Stories the viewing will be vertical on a smartphone. So the frame was set to 1080x1920 to cater for this whilst remaining high quality. The advert was also extended to run for 15 seconds - the maximum an Instagram story can run for. 

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Unit 20, P3: Social Media Pre-production

As stated in previous posts, social media is going to play a crucial role in this advertising campaign because 99% of our target audience are said to use it (according to Ofcom, the UK's telecommunications regulator).

The content shared on these platforms will consist of the print adverts posted as images and also the TV advert in full. Some footage will be edited additionally into mini clips for sharing on these sites.


Instagram

37% of Instagram's users fall into the 16-24 target audience (according to Statistica) with this same audience making up for over half of the total time spent on Instagram each month (according to AvocadoSocial). This makes Instagram the most important form of social media for the programme to be marketed because it is where there is a chance of making the biggest impression.

Vertical video clips will be produced from the same video filmed for the advert. These will be posted on the 'stories' feature of Instagram alongside the option for users to respond to polls and provide there own comments. These will then be re-shared by the official account in an attempt to attract more people to the campaign.

The official trailer will also be posted in the main Instagram feed alongside other branding images of the main characters.

Many of these posts will be promoted using Instagram's paid promotion feature to reach people that don't follow the @BBCThree account.


YouTube

31% of YouTube's users are the target audience for the programme. This makes it another huge platform to target potential consumers of the product.

The trailer (pre-production here) will be posted on the "BBC Three" YouTube channel in hope that the YouTube algorithms will recommend it to people who have viewed similar content (therefore likely to be more interested in the program), it will also be promoted to other users via paid advertising.

The first scene of the pilot episode could also be posted as a YouTube video after the programme becomes available on BBC Three iPlayer. People that then come across the video on YouTube can click a link to continue watching on iPlayer. BBC Three have done this previously with Fleabag, this proved successful with over 30,000 people viewing it on YouTube, many of which will of translated to further views on iPlayer.


Twitter

30% of Twitter's users are the target audience for the programme. The trailer (pre-production here) will be posted here and also regular recurring Tweets at a variety of different times of the day will be posted featuring images, mini clips and even polls to try and catch different people at different times. Paid promotion can also be used to get the tweets in front of more eyes.

It is key to release the adverts at the right time on Social media to get the maximum effect. They do not want to be released too far in advance so that people see the adverts and then forget about it. The advertising should also continue for a short time after the release - social media adverts can contain links to the program so people can click on the links to directly view the programme straight away.

The different forms of Social Media ads would be released as follows in the month leading up to release and shortly after the release:

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Unit 20, P3: TV Advert Pre-Production Documents

The TV advert will start with graphics showing the journey of the two main characters and to provide some limited context for the viewer. Establishing shots of the locations and clips from crucial segments will be shown to draw the viewer. Sound will be played in one of the key fight scenes but with no visuals on screen in an attempt to intrigue viewers to want to watch the programme to find out what will happen.

Storyboard:

Advert Script:

Advert Production Schedule:

Advert Risk Assessment: 

Advert Call Sheet:

Unit 20, P3: Print Advert Pre-Production Documents

Two versions of 'print' advertising will be produced. A portrait version for magazines, newspapers and portrait billboards and then a landscape version that would be used on landscape billboards. The main reason for this is that both regularly feature in public transport hubs and magazines targeted at younger people.

Portrait Billboard Visualisation Diagram:

Landscape Billboard Visualisation Diagram:

Unit 20, P3: Radio Advert Pre-production Documents

Radio

The script for the radio advert:

The advert is expected to run 30 seconds to fit between songs on BBC Radio 1 and BBC Radio 1Xtra. 

The 'Whoosh' sound effect has been sourced from freesound.org and is suitable for use as it is licensed under Creative Commons Attribute 3.0 meaning it can be used commercially, as long as credit is given. This will be completed within the advert credits.

The 'Calais' sound effect has also been sourced from freesound.org and is suitable for use as it is licensed under Creative Commons 0 'public dedication' meaning it can be used commercially without credit.

The news clip will be taken from RT. UK copyright law states that 'fair use' is allowed if the clip is used to illustrate a point and no more, plus credit will be given. Therefore we will use the clip on these grounds.

The 'hospital' sound effect will be taken from freesound.org and is suitable because it is licensed under Creative Commons attribute 3.0 meaning it can be used commercially, as long as credit is given. This will be completed within the advert credits.

Voiceover artists have been contacted and Archie White, Eve Dyson and Alex Van Zomerplaag have agreed to voiceover the advert. The release forms can be found here.

The recording will take place on April 2nd.