Unit 20, P2: Evaluate The Brief - Advertising Campaign for BBC Three Drama

The Brief

"Your TV drama series has been greenlit by BBC Three and they have asked you to produce an advertising campaign for it.

The purpose of the campaign is to raise awareness of the series and attract viewers when it is broadcast. You must identify and justify the series’ target audience.

Your campaign must have a strong message, include cross-media advertising and there must be no copyright or ethical issues that could undermine BBC Three."

Evaluation of Brief 

1) What are the aims and objectives of the brief?

The aim and objectives of the campaign are to raise awareness of the series and attract as many viewers as possible to watch the programme when it is released on the BBC iPlayer. This will be done by targeting the specific audience that will most like the programme through a strong message. The advertising campaign will take place across multiple forms of media such as TV, Radio and Online including social media. To protect BBC Three's reputation it will be vital that no legal or ethical issues arise as a result of the campaign.

2) What drama series will you be advertising and what are the key things that are likely to appeal to the target audience?

The Drama series that will be advertised is "My Syrian Boyfriend". The story is based on real-world events and follows a relationship that builds between a British female student and a Syrian man. Elements of this that will appeal to the young target audience is most likely transgressive details of the relationship that these characters have (especially as it is an unusual non-typical relationship - because of current real-world events).  Clues of violence and hardship may also appeal in the advertising campaign to the audience - this could be created using news clips from the recent broadcasts (this would have to be done with permission to use the clips or fake versions would have to be remade to avoid legal copyright issues).

3) Who exactly is the target audience? Think carefully about demographics (don’t just say ‘young people’!)

The target audience for the drama is 15-21-year-old male and females. This is because this age group can relate to the characters of a similar age in the production - specifically the protagonist as they are potentially going through the University of looking ahead to university just like she is) - they will have similar decisions to make that she does. 

In terms of social demographics, this is likely to be A, B or C1 as these are the demographics which are most likely to attend higher education as the jobs they are likely to go forward with a career in to make them of this social demographic. For example, A social grade viewers are likely to become Chief Executives or work in managerial roles which would normally require a degree. B social grade viewers are likely to aspire to similar roles whilst C1 social grade viewers may aspire to jobs that aspire degrees but may not be essential. 

4) How can you work out exactly who the target audience is likely to be?

To work out the exact target audience, secondary research from BBC Three could be used to see what the most common target audience for its programmes may be. Primary research may also be useful. Focus groups could be held to get feedback from different audiences about the programme or online surveys could be carried out to see how different groups of people react to the programme - therefor helping to determine exactly who would watch the programme therefor who the target audience would be.

5) Potential issues and concerns?

Potential issues that could arise in the campaign is the potential audience of where they adverts are displayed. If we are trying to show the transgressive content - this may make some adverts inappropriate for some people. This will have to be considered when releasing print adverts as it cannot be controlled who sees these (walk past in the street etc). Also, this would minimise the reach of the adverts as they could only be broadcast on TV and Radio after the watershed. For this reason, it may be best to make the adverts appropriate for all, although this in itself could then attract the wrong kind of audience. This will have to be considered.

Another issue will be ensuring all the correct permissions are granted to avoid legal issues before release. For example actor and locations, forms will be required for the advertising campaign as well as the drama series itself. Permission for all audio will need to be granted and licensed if required (the programme will be using traditional Syrian music) as well as third-party video (news clips) and graphics.

There is also the issue of representation within the adverts. Because the characters will only be seen very briefly, typical stereotypes may be assumed by the audience as they do not get the whole backstory. A way will have to be found so the story still appeals to an audience, but tries to avoid using the same negative stereotypes of these people.

6) What are some of the possible methods and platforms on which you could advertise the series?

• Social Media (BBC Three Instagram, BBC Three Twitter,  BBC Three YouTube).
• TV (across BBC TV channels and also some commercial channels).
• Radio (BBC Radio 1, BBC Radio 1Xtra, BBC Radio 5 Live, BBC Local Radio).
• Online (BBC News Website, BBC Three Articles Website, BBC Radio 1 Website)
• Print (Public transport systems - Buses, Trains etc), newspapers (Metro), magazines (ASOS, Cosmopolitan).