I have made four adverts for my TV series: a TV advert; a Radio advert; two billboard adverts and two social media adverts. These span across four platforms. By creating these I have met the aspect of the brief that requires 'cross-media advertising'.
TV Advert
The TV advert meets the brief because it raises awareness of the series by clearly stating the name in the voiceover and says where it is broadcast and where it can be watched on the BBC iPlayer.
The combination of clips chosen in the programme is taken from suspenseful/key moments of the series. For example, we see moments from when the female character has to tell the protagonist they are leaving them stranded in Calais whilst they head home. We get to see the main moment of the programme but not enough to actually know what is happening - this will create questions in the users mind? Who are these two people? What is their relationship? What is going to happen to them? It is these questions that are left unanswered from the advert that I believe will draw viewers in - they will want to watch to see what happens to them.
A black screen with a 'scream' sound effect is also used to in the advert - I believe this is effective because it causes people who may not be paying attention to the advert initially, to suddenly direct their attention. If a human hears another person screaming, instinct will mean they automatically look - drawing them into the ad without realising.
The TV Advert has been exported in 16:9 aspect ratio at 1920x1080 High Definition quality in 25 frames per second to meet the requirements laid out by the BBC for High Definition broadcast. The audio does not breach -23LUFS loudness peak for audio as laid out in the guidelines.
Radio Advert
Listen to my Radio advert here.
The radio advert clearly states that the programme is going to be available on BBC Three via the voiceover and features many of the same features that the TV advert does to interest/pull viewers in.
The heart monitor sound effects sound alone with no other audio for a few seconds. This will stand out on the radio when it is played between songs or in between other conversation as it will almost sound out of place - making the listener wonder 'what is this all about'? This suspense will hopefully make people more likely to tune in.
The radio advert has been exported as a 44.1 KHz, 16 bit Linear .wav File, to meet the standards for BBC Radio 1 and 1Xtra for broadcast as laid out in BBC guidelines for broadcast on the stations.
The heart monitor sound effects sound alone with no other audio for a few seconds. This will stand out on the radio when it is played between songs or in between other conversation as it will almost sound out of place - making the listener wonder 'what is this all about'? This suspense will hopefully make people more likely to tune in.
The radio advert has been exported as a 44.1 KHz, 16 bit Linear .wav File, to meet the standards for BBC Radio 1 and 1Xtra for broadcast as laid out in BBC guidelines for broadcast on the stations.
The Billboard features the BBC Three logo and also a URL to where the users can find the programme therefor giving them the info they need to know how to access the series.
A slogan is also used which is designed to make the user intrigued about the program..."It's not what you think?"...making the viewer think "what is it then?" etc. Increasing the chances they will want to watch.
The billboard follows conventional billboard sizes in the UK. The portrait billboard was set to 47.24'' x 70.87'' which is the standard size for 6 sheet train station billboards as I found on https://www.billboardadvertising.org.uk/size/6-sheet/. The landscape billboard was made to 6.096m x 3.048m for a 48 sheet billboard (standard size as stated on https://www.billboardadvertising.org.uk/size/48-sheet/). Because the billboard is so huge, it does not need to be as high quality, for this reason, 30DPI was enough when exporting.
A slogan is also used which is designed to make the user intrigued about the program..."It's not what you think?"...making the viewer think "what is it then?" etc. Increasing the chances they will want to watch.
The billboard follows conventional billboard sizes in the UK. The portrait billboard was set to 47.24'' x 70.87'' which is the standard size for 6 sheet train station billboards as I found on https://www.billboardadvertising.org.uk/size/6-sheet/. The landscape billboard was made to 6.096m x 3.048m for a 48 sheet billboard (standard size as stated on https://www.billboardadvertising.org.uk/size/48-sheet/). Because the billboard is so huge, it does not need to be as high quality, for this reason, 30DPI was enough when exporting.
Social Media adverts directly ask consumers questions about the program. These responses are then re-shared through the @BBCThree social media accounts. This is direct engagement with the audience and as they are being asked to actually do something they are more likely to want to understand what it is they are interacting with - therefore increasing the chance they will want to watch the program. For some people, the chance of getting there name shared on an official BBC account which will be seen by millions is also likely to increase engagement with the program.
Social media sites have different requirements for video uploads on the site. Twitter states: "Videos must be 2 minutes and 20 seconds or less, the minimum resolution for Twitter videos is 32 x 32 and the maximum resolution is 1920 x 1200, supported formats are MP4 and MOV on the Twitter mobile apps and, on the web, MP4 with H264 format with AAC audio." Instagram states: H.264 Codec, AAC Audio, 3 500 kbps bitrate for video, a frame rate of 30 fps, maximum file size of 15 mb with max. length of 60 seconds, resolution no wider then 1080px. To ensure these requirements are met the adverts were exported in 1920x1080 resolution as an mp4 h.264 format. File sizes were made as small as possible to allow for smooth streaming on all devices. The video is 25fps and ACC audio format has been used to meet the requirements of the social networks.
Overall I believe the campaign I have created has successfully met the client brief. I believe it creates a strong message in that the new programme coming to BBC Three is worth a watch because of the 'mystery' the advertising campaign creates and also the storyline that follows current events that viewers can relate to from real-world news. All of the adverts provide information on where the programme can be viewed.
To ensure there was no breach of copyright or ethical issues, careful consideration took place throughout pre-production and production - details can be found throughout blog posts of what was done to comply on this blog.
No comments:
Post a Comment