Evaluation

1. Explain through evaluating how you developed the task you were set. Discuss the ideas you had. Refer to examples you looked at on the website (minimum 3 including client and competitors) and indicate who you initially thought the target Audience would be for the Advert based on the Lockdown / Covid situation. 

1, The idea of my advert was to pitch a family board game which in a way would appeal to families who are spending lots of time together during the lockdown period. I decided due to experience of being in a household with lots of family members to include the theme of social media and how we are all spending W too much time on our phones instead of spending time with our family and actually missing out on quality time to help sell the game. The theme of family board games really worked in my favor because there are hundreds of competitor so lots for me to reference from like monopoly and chess etc. The initial game I had in mind was monopoly but then opted not to go for this just because from experience monopoly causes so many arguments so instead I chose snakes and ladders a game almost forgotten about a childhood classic. Initially I was going to funk my family. My sister jacket was going to say to the target audience about how we are so indulged in social media and how oblivious families are to not even notice there are wasting time they could be spending with their families and then shoot my family possessed by their phones and cut to them playing snakes and ladders. However I chose not to do this I though it would be much more intriguing if I actually had Sam having a conversation with the camera telling them not to do spend time on their phones but spend it playing snakes and ladders. I also had a pun so that the advert would fit in more with my target audience as it has a sense of humor to it then in between Sam speaking have shots of what the family looks like before and after playing snakes and ladders. I also decided to include more shots not just of a family but also friends so that the advert could appeal to even more of a wider audience than I was looking at from the start because friends can also e family to some especially students that are stuck in accommodating with each other including all of the clips of the family and friends transformation captures the older members of the target audience because they typically are the ones who was o spend time with their family instead of being on their phones as they grew up without the technology so it also has a sense of nostalgia and sediment to the advert. for my target audience i aimed to pitch this at children 5+ to adults aged 40 this is because the age limit on the actual game is 5 and typically older individuals like a more difficult game like chess. snakes and ladders is enjoyable and easy to understand this sis why I am pitching it to this audience because children understand it and adults up to 40 will play it with their children or grandchildren and everyone in between can enjoy not just because its easy but learning strategies to win. The game is multiplayer so great for big families as everyone can join in. also its very affordable i found my version for only £1 so it even target families with reduced income but its also great for everyone even people who like collectable because you can find many different versions of the game. Improvements i could have made were adding the price of the game because sometimes something doesn't catch someone's attention unless a price is displayed or the target audience can become passive because they probably think its an expensive game is the price isn't shown, displaying the price of £1 would have caught their attention because of how cheap and affordable the game is.  Also displaying where the game could be brought is another improvement because some things you can only get in store and with lockdown some families would have been limited to where they could shop however I got my version from Poundland which was open during lockdown and they also have an online shop so its almost accessible to everyone. 

Explain and evaluate what type of film, images, graphics and sound were selected as being suitable for the advert and why they were important.

Explain how you thought they would inform and develop the Advert. Describe the films narrative and say how you thought the Advert would function in promoting the product / service

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  

2, initially i wanted to go for a subtle advert, a family on their phones and then a family playing a board game together but then I realized from my own view that when i was in lockdown I only played attention to very catchy advert ones with my favorite song or one that spoke directly to me so i wanted a jumpy over the top speaking to the audience video which advertises the game specifically to the audience and actually catches their attention because the use of commands "don't be spending all your time on lockdown on your phone". II started off with a shot of the lockdown announcement which to me is important because all through lockdown I knew from personal experience that anything talking about lockdown or even just Boris popping up grabbed my attention because it was important to know and everyone just became so controlled by social media. adding this will straight up have people attention right in the beginning. I included short shots of the snakes and ladders game so that the audience will know what the game looks like, so that when they are in a store and they see it they will think back to the advert and how affective it is for spending quality family time with loved ones. having Sam speak to the camera a walk and talk technique which pops to the audience as it makes then feel as if they are being spoken to. Behind Sam talking I had Christmas music playing, this is because its coming up to Christmas and the best may to make an advert stand out is adding a cheerful festive sound behind it, it attracts young people and even older people who are exited about Christmas which works in my favor because that is typically family Orientated individuals. Not only does it help will grabbing attention it also promotes the product for the Christmas season for all the time families are about to be spending with each other. in the advert I included a shot of a meltdown which is relatable to the audience as pretty much everyone had that one family member who takes the game a little serious this was also important because its knocks other competitors out as being games that are taken too seriously like monopoly with is why I had the shot of the table being flipped with monopoly on the table this is similar to the fairy washing up liquid where they compare their product to other competitors so that people buy theirs instead.

 To improve I could have adjusted the audio with the first shot as I don't thinks its loud enough to fully grabs someone's attention its only till Sams part I'm on board myself. I could have also added more shots of the before and after transformation of playing the game so its much more dramatic.

Discuss and evaluate the types of research / investigation you used for your investigation. Say how you applied this to your idea and used it to validate, develop and profile your target audience. 

You should look at the Market segmentation / target audience handout and use the language (demographic, Psychographic, geographic, behavioural, AIO).

When I first got the topic and that we had to discuss competitors I knew the main one would be monopoly always everyone knows the game monopoly and everyone knows how a game on monopoly ends monopoly tends to use animation for their adverts which typically appeals to younger demographics also someone who has disposable  income because the game starts from  £18 and also occupation as the game can take around 180 minutes playing time. however I need to build something that will speak to children and adults no matter psychographics or demographics meaning no matter age class gender however because it’s a family game it may affect some demographic due to it being a game for families so individual who are single with no children may not be interested. however unlike monopoly snakes and ladders can be a twenty minute game a parent with an occupation like a professional may be able to play with their child with their little disposable time. and because its an easy but fun game its appeals to everyone. Because the age you have to be is 5 to play snakes and ladders I wanted to aim it from that age . I asked a few adult if they still  enjoyed playing snake's and ladders and they said that they did which is why I also wanted to aim up to 40 years old's because they seem to still enjoy playing it with family members. Because I wanted to include such a big audience I think finding the £1 board really worked in my favor because it helped me include that C2 and above category because that way everyone can afford the fun game. Because the whole topic was family board games during lockdown the advert would be national because we were in a national lockdown and the fact I aimed it to help families come together to transform their families from spending little time with each other and just being on their phones to laughing with one another and creating memories. 

Evaluate overall how plausible the final Advert was as a Lockdown / Covid positioned promotion and evaluate if it would attract you target audience / user.

Write five strengths of why the Advert would work well in Lockdown in promoting the clients product / service (key points in your design, production, relevance to the target user / audience).

Then write five points for improvement for your Advert saying why they could be important to improve your advert based on market impact for your target audience / user.

Altogether I think that advert would have attracted my target audience here are five strength to why it would have.

It was relevant to the audience as it advertised the game specifically to help get families altogether to spend time with each other rather then sitting on their phones for the while time, the advert commanded them not to do that.

Because it was an advert for a board game it would have worked well as I saw form my primary research 60% of families were playing board games meaning families were interested in playing games with each other so having an advert for a classic childhood game would have made them nostalgic and buy it especially the low price. i also think it would have worked well because the slight humor, the use of the pun would have made people smile because how silly it was but because of the sad and difficult situation of being in lockdown people needed that little silly bit of humor. another reason is that it was £1 its the most affordable board game and if people heard about the cheap price everyone would go crazy because its ridiculous and legit accessible to everyone as you can get in in stores as poundland was open during lockdown but even families that were isolating could still order it online. lastly the use of the  music combines it also into a Christmas ad because people could see it was a great game to also play with their families at Christmas time because we are kind of still in a lockdown so the target may of seen the ad and brought the game for Christmas.

Improvements that could have been made.

firstly one big improvement is that I should have added the price of the game which would have helped sold the product because the price is shocking at only £1 and I should have added the store its sold at so people knew where they could purchase it from. Another improvement I could have made was adjusting the audio more on the first part of the ad so that Boris' announcement would have been louder, this would have made it 100% better because it would have captivated everyone who was watching as they may be tricked into thinking it was another announcement. I could have added more shot of the before and after family and friends to make it look like there are way more happy family results after playing the game. Another improvement is possible adding animation like the monopoly ads just because I wanted to reach the younger side of the audience and I think a little animation would have helped this because it cartoony and younger children would have been more entertained by it because they may not understand the pun I included. lastly I could have improved by talking about the game a little more because all everyone would know it that its a strategic game but I could of added a little detail about to how to play.

Altogether I think its pretty acceptable for the target audience I was aiming for and if I made those little improvements it would have done even better.