Promotional Video Plan
Mood Board
When thinking about mood boards and colours, the main thing that stood out about the brief that it wanted to connote happiness and a sense of communication we should all be allowed for FREE when trying to connect to our long lost family members. Which is why I really do not agree with the ancestry sites which charge you for wanting to find out where you come from. The fact that the app is free makes it a lot nicer to work with because you know you're trying to do the right thing and connect people together who else would've never knew about family members they could possibly be connected with.
The whole point of the app is to connect people, to create happiness and curiosity, so when constructing a mood board I thought of the things that make me happy, meaning colours and pictures that make me think happy thoughts.
i also included lots of family pictures hugging to show the affectionate and innocent meanings the app contains which is to only connect people from around the world together to create this whole interconnectedness with the world.
You can see a trend throughout my mood boards, of happy feelings and clear skies, things that personally make me and a lot of people happy, the natural feelings which just make the average person happy, thinking of colours as well, from looking at other ancestry websites, greens are used in order to show this family tree meaning, however the app DNA is not like every other ancestry app its different and more like a facebook for connecting people. So I think the app colour should be.
I also took it upon myself to of that design a logo or brand identity name by using different fonts which could relate to the meaning of 'DNA'. This could also be used on the app's face coloured in green or yellow to stand out and make people remember. For on an app face you are very limited to what you can have on there as the most successful apps, Facebook, Paypal, Snapchat have that of one bold thing to stand out. A singular Letter or an object representing the app, DNA could have the three letters standing out in green with a plain background or maybe the letters in plain with a green background. The fonts I have chosen to draw are either very bold or distorted in a way to represent this connectedness we should be having with lost members.
Synopsis Ideas
For my promotional video, from lots of research into promotional videos and the different types of promotional video's you can get. As the brief states I have to have multiple video's but similar and all interlinked I have decided to make three separate synopsis's.
KEY ITEM TO SAY ITS FREE IN EVERY ADVERT. (in capitals to remember as from researching into ancestry websites it's always a fee you have to pay and it's unfair this is the way because we are technically paying to know who our own family is.)
USING CHILDREN, using children is a good device to the age range as they will most likely be having children or have had children to create emotional nostalgic vibes.
Idea 1
A brief version of the synopsis for the instagram video is to have a conversation on a phone, using the whoosh texting sounds everyone is familiar with.
A conversation between 2 people friends/family talking about the DNA app and how they've connected with people who are in their family's who they've never seen before, basically promoting the app to her friend, explaining how it's free and all the promotional point's you would need to get the app.
Just like a typical conversation you'd have and see on iMessage, the ending would end with the girl coming off the phone and being called for dinner in that she would go downstairs and we the audience would see her family sat down at the table with her - all connected within the different promotional videos (like the mum is used in a different one and her dad or brother in a different one) Then showing how they all get along very well and have laughs at the table establishing this homely connected feel not only with family but friends too.
At that point I'll have the slogan appear on a sky coloured background which will also be at the end of all the videos to connect them. Instagram is to target the younger audience out of the 24-60s category so around 24-35 ish, the narrative would be more appealing to this age too.
(another idea into the future into the future when she opens the door)
on the app, people join in the conversation, networking within the video.
Idea 2
Facebook is normally used by the older generation now as there are apps which are more inclined to tickle your fancy for the younger generations such as snapchat and tiktok.
My idea would be that a Mum is shopping in waitrose or m&s (higher class) and another woman (identical) picks up same item as her, they look at each other in shock and then connect and find out they are related somehow. They decide to connect over this app and then find out about all the other people they've connected with through use of the app we will sow this and pop ups of messages of people connecting from all over the world. More narrative based and cringe but gets the message out. The ending will be that they are all bonding together over food, you see the identical pair at the end laughing and getting to now their heritage and appreciating it more. Then the app logo will appear and the blue sky will show with the slogans of the app 'Staying in touch is Vital', 'Connecting to the past is as important as facing the future', 'Family is as important as friends'.
Idea 3
A very well known vlogger promoting the video and talking about how he's connected with family and how they're throwing a party with all the people they've connected with. Subsequently he's vlogging the whole thing and with doing some research on youtube and what type of videos attract which type of people. I found out that in 2015 20,000 over 65s were watching youtube videos of some kind. So by knowing this information from 5 years ago I'm sure the audience has now risen if not by double so the youtube will be for all ages. However the ending of the advert will finish with panning to the sky then the app logo will appear and the blue sky will show with the slogans of the app 'Staying in touch is Vital', 'Connecting to the past is as important as facing the future', 'Family is as important as friends'.
Idea 4
National Geographic is typically used by the older generation and for older men/women who are history inclined and interested in heritage and the environment. They won't especially be bothered with a narrative as they're more used to straight hard facts. So by having a similar voiceover to that of David Attenborough(similar powerful interesting voice) to promote the app rather than a basic narrative. So a voiceover of people connecting using the app telling you the fact, I will use older people using the app and connecting. Like a split screen of them talking both of them on their phones with the voiceover saying how easy it is to use and how many people they can connect. The advert ending with a blue sky and the logo with the slogans, 'Staying in touch is Vital', 'Connecting to the past is as important as facing the future', 'Family is as important as friends'.
Music
For music in the background I will use a classical piece, one of my favourites because I feel as though whenever I hear it played I will stop and listen and it will also gain an older audience as classical music is aimed predominately at them.
The piece is: I giorni - Ludoovico Einaudi
Equipment list
-camera
-lights
-mics
-tripods
-hire a room
-hire actors
-camera stabiliser
-phones
-vans to transport people and items
(find out prices and cost to hire)
Location Scouting
- For the dinner hall area, possibly rent a show home in a new build of houses to show the affluence and beautiful houses,
- rent out a big manor dining hall or something alike for the day.
- Lake district for national geographic, family hiking together.
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