Promotional Video Introduction
In this blogpost I will be essentially breaking down the brief that I have been given to work on, The client being 'Fruit Bowl Tech', that they are starting up a tech communications company operating from Milton Keynes in the UK. They produce mobile and desktop apps that allow business clients as well as friends and families to share, explore and converse remotely as if they are in the same room.
From the Brief the main information to include/think about when planning (OUTLINING THE ESSENTIAL POINTS):
- Client who are Fruit Bowl Tech
- They originally aim at tech and business sector, but want to be appeal to families and friends.
- Want to be perceived as friendly, approachable and essential.
- Global family tree network.
- Allows them to chat allowing new avenues of communication to open up.
- All around the world, an appreciation of heritage and ancestry.
- Global intertwined network of families.
- A facebook of the past.
- The sunny future of family history.
- Free to use.
- Easy to use.
- Will be making money by app sign ups.
- A series of video's interlinked.
- Visual and narrative style video's.
- Conveyance of a new brand identity.
- Brand interaction.
- ABC1
- 24 - 60s
- Audience will watch the video on Youtube, Instagram and Facebook.
- Sentimental.
- Nostalgic.
- Curious.
Key/essential messages
- Staying in touch is Vital.
- Connecting to the past is as important as facing the future.
- Family is as important as friends.
Below I have inserted the brief I was given.
When planning for my promotional video, I've decided to explore the brief to the fullest extent so that the video I am creating corresponds to the audience the exact way I want it to, and appeals to the specificity of the brief I have been given.
I have been given the information that the audience for the promotional video is ABC1 and the psychographics of that are 'Explorers', 'Mainstreamers' and 'Aspirers' this is key information to have when creating the video as there is a certain way different things are promoted to different audiences. Due to the fact my video will my aiming at the highest level of profession - the ABC1. Firstly I need to distinguish what makes this category of people different? What specifies them to be in that particular category? The video will need specific motifs that engage that type of audience and things will affect this, for example;
- the colour scheme
- actors used (clothes)
- accent
- music
- the location
- vocabulary
these are all things that the audience has to relate to in a way to engage them and get them to buy the product we are promoting.
therefore I will be exploring these in particular and finding out the typical conventions of the promo video's specifically aimed at them.
Mainstreamers, Aspirers and Explorers
I need my promotional video to be something that would be the appropriate way to apply to all these 3 categories, mainstreamers, aspirers and explorers. I feel like the mainstreamers would be very easy to battle as they would just technically be applied ton every promotional video being the biggest group of people.
The easiest people to persuade in that sense, the aspirers and explorers are more likely to buy something if it stands out to them personally. Thats why I need to incorporate some different values that show originality and difference. They seek 'discovery' and what is better to offer them discovery than to help them find out there true family heritage and connect with people all over the world and essentially 'explore'. I feel like a good way to get the attention of explorers is to use many things related to the world map and interconnectedness, by using a global map is might show them that they are able to mix and mingle with the whole world just through the use of their FREE app, wherever they are.
Finally for it to appeal to the aspirers who seek status, by using a fancy backdrop for every location and making the families look very affluent and happy they might personally see that and relate to it as that's what they're looking for. Status and their 'emphasis on persona and fashion' shows this to be quite a champagne taste. Wether they truly have got a lot of money it doesn't necessarily matter because the app is free and will appeal to most people, however for the aspirers to see the affluence on an advert for themselves they might see this and instantly think they need the app too, very sort of mainstream in a way.
-jewellery
-expensive things in basket
- Look at their traits and stuff
- what might appeal to them
- businesses that appeal to them
- language we might use, not colloquial
-sentimental videos and what storylines makes them stick in peoples heads
I have been given the information that the audience for the promotional video is ABC1 and the psychographics of that are 'Explorers', 'Mainstreamers' and 'Aspirers' this is key information to have when creating the video as there is a certain way different things are promoted to different audiences. Due to the fact my video will my aiming at the highest level of profession - the ABC1. Firstly I need to distinguish what makes this category of people different? What specifies them to be in that particular category? The video will need specific motifs that engage that type of audience and things will affect this, for example;
- the colour scheme
- actors used (clothes)
- accent
- music
- the location
- vocabulary
these are all things that the audience has to relate to in a way to engage them and get them to buy the product we are promoting.
therefore I will be exploring these in particular and finding out the typical conventions of the promo video's specifically aimed at them.
Mainstreamers, Aspirers and Explorers
The easiest people to persuade in that sense, the aspirers and explorers are more likely to buy something if it stands out to them personally. Thats why I need to incorporate some different values that show originality and difference. They seek 'discovery' and what is better to offer them discovery than to help them find out there true family heritage and connect with people all over the world and essentially 'explore'. I feel like a good way to get the attention of explorers is to use many things related to the world map and interconnectedness, by using a global map is might show them that they are able to mix and mingle with the whole world just through the use of their FREE app, wherever they are.
Finally for it to appeal to the aspirers who seek status, by using a fancy backdrop for every location and making the families look very affluent and happy they might personally see that and relate to it as that's what they're looking for. Status and their 'emphasis on persona and fashion' shows this to be quite a champagne taste. Wether they truly have got a lot of money it doesn't necessarily matter because the app is free and will appeal to most people, however for the aspirers to see the affluence on an advert for themselves they might see this and instantly think they need the app too, very sort of mainstream in a way.
-jewellery
-expensive things in basket
- Look at their traits and stuff
- what might appeal to them
- businesses that appeal to them
- language we might use, not colloquial
-sentimental videos and what storylines makes them stick in peoples heads
Focus Group
Focus group findings/report:
During the focus group I had planned out I decided to use my family due to the corona virus outbreak, I used open questions so that I could get an array of responses which would essentially boost my ideas and help me to formulate a plan for my brief. I do in fact have a plan in mind but I thought it might be useful in this focus group to get ideas from some of the people I would be targeting the advert at.
Participant 1 - 50 years old / female.
Participant 2 - 55 years old / female.
Participant 3 - 22 years old / male.
Participant 4 - 24 years old / male.
Participant 5 - 19 years old / male.
Prior to the focus group i had explained to my family the brief and explained that I would be creating this promotional video and wanted a particular insight to how they'd personally do it/ or do it differently to how I will portray mine. I also showed them all the different ideas I had for each video and which one they personally liked the most.
I outlined these points to them especially so that they'd understand how I was going to carry out my video and the essential information that I had to include within it.
'- Client who are Fruit Bowl Tech
- They originally aim at tech and business sector, but want to be appeal to families and friends.
- Want to be perceived as friendly, approachable and essential.
- Global family tree network.
- Allows them to chat allowing new avenues of communication to open up.
- All around the world, an appreciation of heritage and ancestry.
- Global intertwined network of families.
- A facebook of the past.
- The sunny future of family history.
- Free to use.
- Easy to use.
- Will be making money by app sign ups.
- A series of video's interlinked.
- Visual and narrative style video's.
- Conveyance of a new brand identity.
- Brand interaction.
- ABC1
- 24 - 60s
- Audience will watch the video on Youtube, Instagram and Facebook.
- Sentimental.
- Nostalgic.
- Curious.
Key/essential messages
- Staying in touch is Vital.
- Connecting to the past is as important as facing the future.
- Family is as important as friends.'
Question 1: Which idea for the promotional video was your favourite and why? which one do you think fits the brief I have been given best?
P1 - Personally I think the one with the supermarket and them connecting, I'm feeling a bit emotional even just listening to the idea as its very emotive and I think if done correctly will fit the brief you have been given very well and create that nostalgic sense you've been after.
P2 - The supermarket one where they connect is my favourite too, I like the other ideas but I think you could execute it very well and intertwine the narrative storyline along with the promotional aspects and make it look very good to appeal to the audience range you've been given.
P3 - I like the instagram one as it's snappy and gets it all across easily, the texting will also be a good motif to get across as will help to explain how the app will be used, I like all the ideas but I prefer this one as it gets across the message better.
P4 - If you're more after the nostalgic emotive feel I would say to go for the supermarket one because it creates emotion, but if you were going for the more facts based one then go for the instagram, I prefer the supermarket one and I believe it would be something I'd see and remember.
P5 - I like the supermarket one too, it's very different and out there and you could combine the two elements of emotion and facts of the app together to create something very different.
Analysis of answers : After this question I decided to inform them that this would be the route I was taking with my plan, the supermarket one as it had the best responses and I also would enjoy making and planning it the most as it's something different and something that would stand out to me personally, and I also had very good feedback from the teams call when explaining the outline of my plan. I was happy with the result and I personally was expecting the reaction to be all the same because it's something I think could fit the brief really well and look exceptional and different to everybody else's.
Question 2 : What colours do you associate with ancestry websites and higher class?
P1 - Reds and greens darker colours mainly.
P2 - Green and golds.
P3 - Royal blue, green, gold, silver.
P4 - Green and gold.
P5 - Silver and green.
Analysis of answers : I asked this question specifically so that I could gather a broad knowledge of what colours they associate with the upper class and ancestry websites, the answers did not shock me at all as it was the exact answers I expected, everybody tends to use greens to associate with ancestry websites as it resembles the classic family tree that it is always represented to be. The gold/silver is another I was hoping to get because I would personally want to use that but only subtle to create this wealth and affluence of the promotional video.
Question 3 : What location do you think would be best to be shown to engage the audience?
P1 - I think using the more upper class supermarkets, M&S, Waitrose, maybe even expensive restaurants too to show how people have connected over the app.
P2 - Definitely using upper class supermarkets the more expensive ones to show the affluence of the actors but also showing the people they should be engaging as an audience should be similar to the actors so they can relate to it.
P3 - Higher class places, with good decorations and smart interior so that the people watching can relate it to themselves.
P4 - Yes I agree, just higher class places to show the audiences who they'll be engaging with in a way.
P5 - Well from the brief you've been given I think it would fit well to do a higher class place, well decorated and places that the rich can relate to.
Analysis of answers : This question was asked so that I could gage what locations I was going to use in my plan and so I could be sure of where I was going to set it all, I already had the ideas of the supermarket but was unsure of other places I could've used.
Question 4 : What actors do you expect to see?
P1 - I think for the age range targeted it's best to use actors that are between 24-60, maybe to give the older generation who are slower with technology a sort of hope that if other people their age can do it, then so can they.
P2 - Yes I agree, using older generation actors is a good idea, but possibly children too which adds to them relating to it because most people 24-60 will be thinking of having children, or have had them so it could be a good way to gage their attention.
P3 - I think using a range of actors from all ages as it could help bring everyone together, like the app is supposed to do.
P4 - Yeah using a range of actors is a good idea, but using one's from the age ranges the brief has given would probably be best due to the level of engagement you'll get.
P5 - Using older more mature actors to help engage your range and also to give them the hope that they will be able to use the app free and easily like you're supposed to.
Analysis of answers : This was a good question to ask to get the knowledge from others about who they feel should be being portrayed on their screens and why, the main answer being to people from 24-60, who the app is mainly aimed at and I somewhat agree to do this as it will specifically target them.
Question 5 : What music do you think should be played in the background?
P1 - I think soft music, nothing with too many lyrics just something that can be played in the background.
P2 - Something classical and soft.
P3 - Something that is know by all, a song that will stick in people's heads and make them think of the advert when they think of the song.
P4 - A happy upbeat song which reflects the mood the audience should be feeling when watching it, if that mood is nostalgic then nostalgic music should be used.
P5 - Something catchy and memorable, something happy.
Question 4 : What actors do you expect to see?
P1 - I think for the age range targeted it's best to use actors that are between 24-60, maybe to give the older generation who are slower with technology a sort of hope that if other people their age can do it, then so can they.
P2 - Yes I agree, using older generation actors is a good idea, but possibly children too which adds to them relating to it because most people 24-60 will be thinking of having children, or have had them so it could be a good way to gage their attention.
P3 - I think using a range of actors from all ages as it could help bring everyone together, like the app is supposed to do.
P4 - Yeah using a range of actors is a good idea, but using one's from the age ranges the brief has given would probably be best due to the level of engagement you'll get.
P5 - Using older more mature actors to help engage your range and also to give them the hope that they will be able to use the app free and easily like you're supposed to.
Analysis of answers : This was a good question to ask to get the knowledge from others about who they feel should be being portrayed on their screens and why, the main answer being to people from 24-60, who the app is mainly aimed at and I somewhat agree to do this as it will specifically target them.
Question 5 : What music do you think should be played in the background?
P1 - I think soft music, nothing with too many lyrics just something that can be played in the background.
P2 - Something classical and soft.
P3 - Something that is know by all, a song that will stick in people's heads and make them think of the advert when they think of the song.
P4 - A happy upbeat song which reflects the mood the audience should be feeling when watching it, if that mood is nostalgic then nostalgic music should be used.
P5 - Something catchy and memorable, something happy.
Analysis of answers : I personally think I will use a soft classical nostalgic piece of music which I already have some ideas for, such as the river within you type of beats, something very heartwarming and a subtle piece that everyone will enjoy and think of the advert when they think of/hear the song.
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