Homework:
Campaign: Random
Act of Kindness I have been commissioned
by the marketing consultant agency 'Don't Panic' to create a proposal for
a 30 second YouTube Viral Advert to promote the ‘Random Acts of Kindness’
Pass-It-On 2016 Charity Campaign. The key demographic are urban youth 16-25. The Purpose of this is to make the
advert so good that it will persuade people to join in and pass it on. I had to
Think of Two suitable and random ideas for my campaign.
Summary of my Ideas:
Idea 1: We will choose random but popular
books for us to put like a fiver or so inside at the first page of the book so
whoever comes to collect the book will keep the fiver.
Idea 2: If we see a young looking man or
female about in their 20s at a gas or petrol station then we’ll stop by and pay
for their petrol or gas.
Idea 3: Buy an earphone or two in packet and
jump on a bus and distribute them to teenagers.
We held a focus group for my ideas, I asked a
few questions about my ideas and the responses came out really well as I thought
otherwise. They all mentioned how idea 1 and 3 is appropriate but hardest in
terms of location and actually shooting (filming my advert). I asked whether it
appeals to the attended audience and they said yes because idea 1 is in a
library and you’ll mostly find students there. Idea 2, yes because we will be
looking for a driver that looks quite young at a gas or petrol station and Idea
3 because we will be looking specifically for the students on the bus. They
also said the message is clear because i’m not trying to scam them, really I’m
doing them a favour that’s why most of my peers said they would post and
retweet it because they would want it to happen to them.
This also Passes the ASA rules and
regulation.
ASA rules and regulation is when for example
there are things in adverts that shouldn’t be there like for example the slim
phone one it had a woman in just bras and bikinis at the start putting on the
clothes and that’s not needed which is why ASA have banned that ad. ASA can be
a variety of things from trying to look more superior than another product or
company, going against religion, stereotypes etc.
My Ideas will work because it’s not too
expensive so people wouldn’t mind helping out. It’s about a budget of £15 for
all of my Ideas. The props would probably cost and extra £15 more which i would
use my own money from that.
