P2 Ideas for Campaign

Mind Map:

I have created a mind map to illustrate some potential ideas for each component in this campaign. 

P2 Supporting Documents

Moodboard:

I have produced a moodboard to support my proposal and initial ideas. It includes a potential colour scheme and images related to themes in the campaign. It has a mixture of nature and crime related imagery as this is what the components will be based around. 

D2 Evaluate the Technical and Aesthetic properties of Advertising Campaign

 

D1 Legal and Ethical Constraints within my Campaign

Regulatory bodies:

The ASA is responsible for regulation of all advertisements in the UK. Their main policy is that advertisements should be accurate, legal, truthful, honest and socially responsible. They regulate based on the BCAP codes for broadcasting (TV and radio) and CAP codes for any other types of media such as print and online advertising. These codes are then used by Clearcast who decide whether it is appropriate for broadcasting. 

In order to comply with the ASA's rules, I have ensured that my campaign is accurate and responsible. The content within each component is not misleading as it is taken directly from the show and they are based around the genre and themes in the series. In the TV trailer, there are scenes such as a shot of a knife which may be considered not socially responsible, however this is part of the overall narrative and in context it isn't shown in a positive light so this doesn't encourage violent behaviour. 

I have complied with CAP codes (applicable to my poster and social media advertising) as well as the BCAP codes (applicable to the TV and radio trailers) by following the rules outlined, for example surrounding offence and misleading content. The TV trailer is based around scenes from episodes of the show meaning it is truthful, and I have avoided any violent or harmful content. Similarly with the radio trailer the dialogue and sound effects relate to the show itself and it is appropriate for any audience. The poster is simplistic by nature and it doesn't include anything that could breach the CAP codes. The character included is the protagonist from the show, meaning it is honest, and other elements hint towards themes of the show. There is nothing that could potentially harm the audience. The social media posts are taken directly from other components (TV trailer and poster) meaning that they comply with the same regulations.

OFCOM shares the responsibility with the ASA when it comes to broadcast advertising, following the 2003 Communications Act. Their regulations for what can be shown is equally applied to advertisements alongside the ASA's codes. They ensure that any advertisement used on TV or radio is appropriate for potential audiences. They also regulate how much a particular product can be advertised in order to maintain the quality of viewing.

To comply with OFCOM's regulations, my TV and radio trailers will be appropriate for both the target audience and younger audiences. Due to it being a crime drama, some aspects of my show may be considered too violent or offensive for younger audiences. Therefore I have only included elements that are appropriate and not harmful. For example, instead of explicitly including a crime scene or acts of violence, I have hinted towards them. This fits within OFCOM's regulations because it doesn't encourage any negative behaviour. Furthermore, the radio trailer is made up of sound effects which imply something bad could be happening but it isn't explicit, meaning the audience won't be offended as they can choose to interpret it in their own way. 

The Consumer Protections from Unfair Trading Regulations, introduced in 2008, is another set of requirements which advertisers must follow. It states that advertisements cannot use false or deceptive messages, leave out important information or use aggressive sale techniques. Their requirements cover food, alcohol, beauty products, environmentally friendly products, medicines and tobacco. It is considered a criminal offence to breach these rules, according to the UK government website the punishment can be a fine or in some cases imprisonment for up to 2 years. 

Across my campaign, I have followed the rules of the Consumer Protections act by being truthful and not aggressive in my techniques. The characters, content and information included in each component is related to/from my show which means it isn't misleading for the audience. In addition, the advertising methods aren't aggressive, they are designed to catch the audience's attention but not bombard them with information or force them to do anything. For example, the tagline "don't keep it inside" is used across the campaign in order to encourage the audience to start a discussion. This is not aggressive as it is there to help those who want it rather than forcing it upon everyone. 

The BBFC regulate what age groups can watch specific media. This can also apply to advertising because their rules can be used to ensure any vulnerable audiences are protected. The audience who watch the product being advertised is separate from those watching the advertisement as it is typically broadcasted to a much wider audience, meaning that this needs to be taken into consideration when producing adverts for higher age rated shows. 

The show itself is age rated 15 as it will be shown on BBC3. However, the campaign will be shown across other platforms such as BBC1, radio stations and the poster will be in public spaces. Therefore, the age rating for the advertising campaign itself will be PG due to the fact it is unlikely to be seen by very young children but still needs to be appropriate for wider audiences. For this reason, certain elements need to be considered before being used.

The BBFC states that PG content cannot include any dangerous behaviour that could inspire the audience to copy it. As previously stated, I have avoided explicitly showing any violence or negative behaviour, by implying such themes it won't encourage the audience to copy. They mention there should be no glorification of weapons such as knives, whilst I have included a knife in one scene, it is in context with the rest of the TV trailer and it isn't shown in a positive light. Other themes that the BBFC mention includes discrimination, drugs and inappropriate language, I have not included anything related to these topics meaning my campaign will comply with the BBFC's regulations. 

Legal and Ethical considerations:

I have maintained copyright laws when using content that doesn't belong to me. Across the campaign, any content that is someone else's intellectual property has been referenced in an asset table to give full credit. For the TV trailer, I used some shots from various websites which therefore belong to other creators as well as sound effects. I have highlighted any potential legal issues within the asset table, for example the shot used of a crime scene requires me to credit the owner to use. For both the radio and TV trailer I used a song by Billy Joel, meaning I would have to pay master use royalties to Colombia Records as they own rights to the song. In the poster and social  media posts I have used the BBC3 and BBC iPlayer logos, as they are the client for this project I would have their permission to use these. 

Another legal aspect of advertising is ensuring the permission of anyone involved and for any locations. In order to comply with this, I gained written permission from the actors involved in the trailer. I have ensured not to include anyone else as that puts me at risk of legal issues if they feel unfairly treated. As I filmed primarily in a house, I gained permission from the house owner to be able to use it appropriately. By doing this I made a commitment to be respectful towards the location which I feel I did. I also carried out a risk assessment before filming to protect both the location and actors involved which is a vital stage in avoiding legal issues. 

A key ethical consideration in this advertising campaign is representation and avoiding slander/libel. This means that anything represented within the campaign must be fair and not offensive. Slander and libel means damaging someone or a groups representation in an unfair way. To avoid this, I haven't included anything that could be seen as offensive towards anyone. The only actor involved in the campaign is the protagonist, featuring in the poster and TV trailer. I haven't included anything that would portray this character in a negative light because this could be seen as offensive towards people who may relate to that character as well as the actor playing them. The police play a key role in the show, I have chosen not to include any police officers in the trailer as to not offend real life officers or to portray them unfairly. 

M3 Codes and Conventions

M2 Justify the Choice of Planned Components by Targeted Media Sector

TV trailer:

My TV trailer will be shown on BBC1 and BBC3 as well as being uploaded to a YouTube channel for the show. According to a survey carried out amongst the target audience, television and YouTube were two of the most common places they had seen an advert for their favourite drama series. This shows these are proven ways to catch the audiences attention so it will be an effective method of gaining a wider audience. Furthermore, by showing the trailer on BBC channels it can be seen by an audience who may not have otherwise become aware of the show (for example people who don't use social media). Especially for BBC3, the viewers watching are largely the target audience for the show so it will be valuable to show them the trailer and hopefully make them excited for the show's release. It will primarily be aired around 7-9pm on these channels because this is when the audience are most likely to be watching TV (after school/work). 

YouGov suggests that 99% of people they surveyed have heard of YouTube and it is popular among 77% of those people with only 3% saying they dislike it. This would suggest that it is an important medium to use because it is widely popular and therefore expands the audience that may see the trailer and want to watch the show. 

The BBC uses YouTube as well as their own broadcasting channels to advertise their shows, for example Killing Eve has a YouTube channel where the trailer can be watched and they also upload other content such as behind the scenes and clips from the show which helps to engage the audience. YouTube is a valuable platform for reaching new audiences because their algorithm recommends videos based on interests which means it will be seen by people who are likely to enjoy the show. 

I chose to make my TV trailer relatively short in length (43 seconds) because this will help to engage the audience without losing their attention. With the target audience being primarily teenagers (15-21) they are likely to have a short attention span and therefore will be more interested by a fast-paced trailer. In addition, the trailer is hinting towards themes in the show, such as crime, but it doesn't give too much away which builds suspense and excitement before the release because people want to know more so they are more likely to watch the show to find out. 

The survey also suggested that video trailers are the one of the most common ways that people heard about their favourite TV drama, coming second to recommendations from friends. This means that the TV trailer will be an effective way of inspiring the audience to watch the show, and it may also lead them to tell their friends about it. 

Radio trailer:

The radio trailer will be played during advertisements on BBC Radio 1 as well as BBC Sounds, at around 4-6pm as this is when people would be home from work/school and potentially listening to the radio. 

YouGov suggests that 76% of people are fans of BBC Sounds. Although the teenage audience wouldn't typically listen to the radio, podcasts are very popular and BBC Sounds is one way in which people can access them. This means that my trailer can be heard when listening to such podcasts which would therefore give further access to the target audience. For example, it could be played during an advertisement before a podcast about another BBC3 show, such as 'Obsessed with Killing Eve', which is likely to be listened to by a similar target audience to my show. 

The use of Radio 1 will allow the trailer to reach an audience who otherwise may not have heard about it, it is aimed at a mainstream audience which is primarily 15-29 year olds so it will be beneficial for my show. Furthermore, the content of the trailer is exciting and it will engage the audience which may mean they tell their friends about it. This is proven to be an effective way of reaching more potential viewers, according to the previously mentioned survey. The BBC typically use their own platforms to advertise new products such as new shows, meaning that it would be a suitable medium to use for advertising my show. 

Poster:

The poster for my show will mainly be seen in bus stop advertisements, primarily in bus stops which are used by people going to school or university. It will also be seen on a small amount of billboards in busy areas such as city centres. By placing it in these locations, there is a higher chance that it will be noticed by the target audience as well as others which increases the publicity of the show. Although the poster doesn't give a lot of information about the show, it aims to intrigue people which will inspire them to find out more and therefore want to watch it. 

The BBC use billboards and posters to attract the interest of potential audiences, for example they created a 'living billboard' for the show His Dark Materials which grabbed the attention of many people who may not have heard about it previously. Using public spaces to advertise means that it can be seen by anyone, it doesn't limit the audience to those who already watch TV or use social media. In addition, posters can be less overwhelming than other mediums because it's more simplistic and doesn't require the audience to take as much time to notice it but it can still attract their interest. The billboards and posters will be visible at the same time the rest of the campaign is being released, this means that people may hear about it through multiple mediums and become intrigued to find out more. 

Social media:

The primary social media platforms I have chosen to use are Instagram and Twitter. The survey carried out among the target audience revealed that Instagram was the second most popular platform (behind YouTube). Twitter is more likely to be used by the older section of the demographic but it can be more effective for engaging the audience. Social media is a very valuable way of accessing the target audience because it is very widely used by teenagers/young adults which makes it more likely to catch their attention. 

Instagram:

YouGov suggests that 97% of people have heard of Instagram and it is liked by 48% of these people. This is likely due to the fact YouGov surveys people of all ages and the older audiences don't typically use social media as much. However, it is ranked as the 3rd most popular social network showing that it does have a significant influence. The survey taken specifically among the target audience suggests that Instagram was the second most popular social network for this age group. For this reason, it is an extremely valuable way of reaching the desired audience. Instagram is used in my advertising campaign to share behind the scenes content as well as teaser images and the TV trailer. This will engage the audience because it builds excitement surrounding the show and it can make them feel more actively involved. Furthermore, a key role of the social media aspect of the campaign is around starting a mental health discussion among the audience. This will again engage the audience and make then feel more connected to the show because it can help them to feel less alone and more recognised. 

Twitter:

Twitter is used in a similar way to Instagram, there will be posts related to the show which encourage a discussion in the responses. Across the campaign the tagline for the show will become a hashtag which means people are able to share their own posts and this will build a fan base which anyone can join. For both platforms, content will be gradually released to keep the show in people's mind in the build up to it's release. 

BBC shows have proven previously that social media can be an effective tool in gaining the interest of the younger audience. For example, Killing Eve had a Twitter and Instagram account throughout and before the shows release where they posted content about the show such as interviews with actors and behind the scenes clips. This meant that the audience built up a connection to the show which made them more likely to not only watch it but tell their friends about it. Therefore by using popular social media platforms it will aid my campaign's publicity and gain a loyal fan base from even before the show's release. 

Mobile app:

The mobile app aims to further develop the support of those who are already interested in watching the show, therefore it targets a more niche audience. The audience will be encouraged to download the app through social media. Due to it being based around continuing the discussion started on social media, it will help the audience to feel closer to the show which will increase the chances of them telling others to watch it. They will use the mobile app as both a source of entertainment and a place to go if they need help, this means that it will benefit them so they will have a positive view of the show. 

The BBC has previously used the medium of a mobile app for the show His Dark Materials. This meant that the audience could essentially interact with the characters from the show, similarly to my app. This was successful for the show because it meant they could build a greater connection to the characters and thus enjoy the show more and want to encourage their friends to watch it too. 

P3 Asset table

I have produced an asset table to highlight where I sourced the images, fonts, videos and any other elements for each component. I have included the properties, legal issues and whether I edited the content. This is to address any content that doesn't belong to me so it can be used for the project. 

P3 TV show Ident

Ident:

Initial idea:

Before creating my ident, I sketched a rough plan as an idea of what it could look like. I took inspiration from various fonts on DaFont.com. I decided to try a glitch-effect font as I feel this aligns could allude to the idea that things aren't as they seem, which would link to the idea that the protagonist is in two roles, one as a criminal and one helping the police. Initially, I was considering putting the text within a box due to the title being 'Inside', this also links the ident with the themes of the show such as mental health. 

Process:

First, I downloaded the font 'Bad Signal' from DaFont.com to use as my ident, it is free for personal use so I will give credit to the creator and pay any necessary fee in order to use it commercially. I then opened a new Affinity Designer document with a transparent background and inserted the title 'Inside' with the downloaded font. I adjusted the spacing and sizes of the letters using the control panel. I decided to offset some of the letters' heights in order to create further interest. 

Next, I began adding colour to my text. I used the gradient effect to create a unique style, I chose the colours green, blue, purple and pink in bright shades so that my ident will be memorable and stand out. The general aesthetic of my show, as well as many typical crime dramas, is quite dark and gloomy so I wanted to use a mixture of bright colours to stand out. Furthermore, blue is commonly associated with the sea which will be a running symbol within my show and green is linked with mental health so I wanted to include these colours. Initially, I used the gradient effect on all of the text together but I found it was too linear for what I wanted so I switched to each individual letter by changing the layer to a vector. Once I was happy with the colour I re-merged the text and tested some other effects. I decided to add a light shadow to the text as I feel this further brings out the bright colours. 

Exporting:

Finally, I exported my ident as two separate files. One was an SVG file which had a transparent background and I also exported a PNG with a white background. The transparent version will be useful for creating other components such as the poster and the white background can be used on it's own as a logo for the show. 

P3 Social Media planning

Visualisation Diagram:

I have created a visualisation diagram for each social media post I intend to produce. I have chosen to make 2 Instagram posts and one Twitter post. For each one I have annotated the size in pixels and some extra details on what the posts will look like and what the captions/text will be. 

P3 Poster planning

Visualisation Diagram:

I have produced a visualisation diagram for my poster, it is an initial plan for what it will look like. I have annotated to add more detail to the idea, including information such as colours, fonts and sizes. I have also added the typical dimensions of  a bus stop poster (40" x 60") as this is what I intend to produce. 

P3 TV trailer planning

Script:

I have produced a script for my TV trailer which includes the dialogue included as well as a brief description of the scenes. I have conformed to script conventions by capitalising the first mention of a character, having descriptions in present tense and having camera instructions such as spinning. 

Storyboard:

Following the script, I produced a storyboard to illustrate each scene and develop some more details before filming. For each scene I have included shot lengths, types and camera angles and movements. Lastly there is short description of what will be happening in each scene to go along with the drawings. 

Consent form:

As I will play the character in the trailer, I have signed a consent form to give my approval to appear in the video. I will also ask for permission from the owner of the location I am using for filming (the owner of the house). 

Risk Assessment:

I have carried out a risk assessment to ensure the safety of the cast and crew involved in filming. I assessed the locations I will use to film and noted down any potential risks and how these could be overcome. 

Callsheet:

Lastly, I have produced a callsheet for the day of filming. This is to inform anyone involved of the details of the shoot so it can run smoothly, including information such as timings and any specific instructions. 

P4 Social Media

Social media posts:

Trailer for Instagram:

Process:

To create the images for the posts, I took screenshots from the TV trailer and repurposed them for social media. I used Affinity Designer to resize the images and add in the BBC Three and BBC iPlayer logos as this gives further publicity for where the show will be released. For the landscape image I resized it to be 1080 x 566 pixels and the square image to be 1080 x 1080 pixels. I also decided to repurpose my poster for Instagram so I saved a new version and changed the size to 1080 x 1350 pixels. Then I adjusted the components to fit the new size, I removed the white circle as it took up too much of the space. After exporting my adjusted images I used the website 'zeoob' to produce the appearance of posts. I made two Instagram posts using the ocean image and the poster. I gave the ocean post the caption 'Where do you go to escape?', this is because I wanted my social media posts to encourage discussion among the audience so by asking a question it gives them the opportunity to share their stories. I added some hashtags which I also used as the caption for the poster along with the release date, this gives consistency across the social media campaign. The hashtags include the show's tagline and title as people can then use them to see other content related to the show. I then used the knife image as a twitter post with the caption 'Coming Soon...' and the same hashtags. This will build excitement for the show as it doesn't give away any information but it can start a discussion on what it could be about. 

I decided to re-purpose my TV trailer for social media, similarly to the poster I created a copy of the trailer in Final Cut Pro and resized it so it to be portrait for Instagram. I then went through and adjusted each scene so that it fit in the frame and kept the main elements visible. When exporting this version, I used the video codec H.262 and resolution 1080 x 1350 as it is portrait rather than landscape. It is 25fps and stereo 48kHz to meet industry standards. 

P4 Poster

 Poster:

Process:

I created a new print canvas in Affinity Designer in size A0 (as it will be large for the bus stop advertisement) and started with a plain black background. The first element I added was the ident I previously created which I resized and placed at the top of the poster. I then sourced an image of a boy curled up in a ball as this was my initial main idea for the poster. I used the website remove.bg to remove the background and placed the edited image into the centre of the poster. I slightly lowered the saturation of the image to make it suit the gloomy theme I wanted to create. Next I added a white circle graphic behind the boy to create the idea of it being a spotlight which is highlighting that he is the focus of the show. I added an outer glow effect to the circle to make it look brighter. I then added in text which states the release date of the show and its tagline. For this I wanted to use a typewriter style font so I downloaded one from dafont.com. I used white text so that it is clear against the dark background and matches the dull colour scheme (further making the ident stand out). I added in the BBC iPlayer and BBCThree logos to meet the conventions of BBC posters and to clearly show where it can be accessed. Lastly, I decided to add in an image of the ocean as an overlay at the top of the poster because this is an important recurring image in the show. Initially I wasn't happy with the colour of the image so I used the colour overlay effect in bright blue. I then reduced the opacity of the image to make it appear as though it is blending into the background.  

Exporting:

I exported the final poster as a high resolution (300dpi) PNG in order for it to be suitable for print. It is 9934 x 14044 pixels so that it can be used for a bus stop advertisement. 

P4 Radio trailer

 Radio Trailer:

Process:

The first stage of production was to source the assets to be used for the radio trailer. I generated the speech clips using an AI, I used one male voice for the dialogue and a female voice for the end narration. I then chose to use the song Vienna by Billy Joel in order to create a dramatic feeling. After searching YouTube I found an instrumental version. Lastly I used the BBC's sound effects website to source a range of potential sounds. I created a folder on my desktop and imported the material. I then opened Final Cut Pro and created a new library called Unit 20 Advertising and a project titled Radio Trailer, I set the stereo audio to 48kHz as this is the broadcasting standard. 

I chose a 45 second segment of the music to use and imported this into the timeline. I then added the dialogue which I cut down into individual lines and spaced them out. I adjusted the timings to match with the speed and intensity of the music. Next, I added in sound effects, this included a police siren, footsteps and knocks on a door. I inserted each sound effect into the timeline and placed them in an order which created a sort of narrative for the audience to interpret. Once I had done this, I decided to add in some quiet atmosphere so that it sounded more natural and blended together. 

Once I had all the elements in place, I adjusted the sound levels to meet industry standards (below -6db). I kept the dialogue louder than the other elements so that it is clear for the audience to hear. Using alt, I made the music quieter at times where dialogue or sound effects were used and louder when it was the only sound. I also added a fade in and out for the music as this is a convention of radio trailers. For each sound effect, I adjusted it based on how clear it needed to be. For the footsteps I wanted them to be subtle whereas the siren and door knocking was loud and intense. I then listened to the radio trailer all together to ensure I was happy with the final product and made any necessary adjustments.

Exporting:

I exported my final radio trailer as a WAV file with stereo 48kHz and a bit depth of 16. This is the industry standard meaning that it would be appropriate for BBC stations. I then exported a compressed video file as this is easier to embed across different platforms, this was an Mp4 file with the H.264 coding. 

P4 TV trailer

TV trailer:

Process:

After producing the storyboard, I spent a day filming some scenes to be used in my trailer. I chose to use manual focus for some shots and auto for others, this was because I wanted to have control where possible however some shots involved me being in the frame instead of behind the camera. I set the shutter speed to 1/50 as it is conventional to edit in 25 frames per second. I chose ISO 400 because this is suitable for indoor filming. Lastly, I set the white balance to auto whilst inside, when outside I changed it to cloudy because this produced the best output. 

I started by filming outside because it was forecast to rain so I needed to ensure I had chance to get these shots. The shots of the knife on the ground and the camera falling to the ground were filmed in the garden, I decided not to use the tripod as these were moving shots so I wanted to manually control the camera. I filmed multiple shots for each scene so that I had options when it came to editing. Next, I set up the tripod on the tallest height and panned it to face into an outdoor bin. I placed it in a position where only my hand was visible, this was because my protagonist is male so I needed to avoid it appearing otherwise. I filmed various shots of the bin opening and closing, some fast and others slow so that I could decide which was appropriate in post-production.

I then moved the equipment inside to film the remaining shots. Firstly, I shot the vegetable cutting scene using the knife from previously. Initially, I used an apple but this turned out harder than I imagined and after watching the clip back I decided to try something else. I tried using a cucumber and this was much more effective as it cut much easier and gave the desired effect. For these shots, I put the camera on a pile of books because I wanted it to be shot from a straight-on angle and the tripod was too tall. The next shot I needed was a birds-eye-view of a cup of coffee being poured, this was not part of my original plan but I added it in because I wanted more domestic shots to contrast the crime elements. I set up the camera on a low height and tilted it down towards the mug. I found that doing this created shadows of the tripod and camera so I adjusted it to an angle that avoided this. Again, I filmed multiple shots with the water being poured from slightly different angles. The final shot was the protagonist (played by me) looking out a window. First I filmed this in the kitchen but the lighting and background didn't match what I wanted to create. I tried another room upstairs which was much more effective, this shot needed to be filmed multiple times because I couldn't see where I needed to be stood so I gave myself a few options.

Due to the fact my show is a crime drama, I wasn't able to film all of the shots I wanted to include. I began sourcing clips from websites such as Pexels and Videvo, initially this was only the shots I had planned to include in my script and storyboard. However, I found it difficult to find certain shots so I browsed more options. When searching, I looked at videos related to crime themes to add to the montage. For each shot, I made a note of where I found them and put them into an asset table to record the copyright and legal issues. I then created a new folder on my desktop titled TV trailer and imported the footage. 

Once all of the shots had been recorded and sourced, I created a new project in Final Cut Pro titled 'Inside TV Trailer' and imported the footage as well as the music and sound effects I used for my radio trailer. To ensure I met with industry standards, I used a 16:9 aspect ratio and resolution 1920 x 1080. As with the radio trailer, the audio is 48kHz. 

Initially, I placed the same section of the music as the radio trailer and arranged the clips into order. I then decided to take out the music and adjust the length of each clip. One scene in the montage was a stopwatch with the time going up but I wanted it to be a countdown so I put the video in reverse. I also sped up the clip of the camera falling to 105% because I wanted to create the effect of someone falling and when filming I did it slowly to avoid damaging the camera. I then listened to the song and chose two separate parts to use with a slight gap in between because I wanted there to be a clear difference between the slow introduction and then fast paced montage. Once I chose the music I went back through the montage clips and made them match up with the beat of the song. I also decided to have the first clip of the ocean without the music and instead I sourced an ocean sound effect which I added in and made it fade out into the music fading in. I added in the same dialogue as the radio trailer, as the music was different the timing between each line was also slightly different. Similarly to the radio trailer, the dialogue and music needed to blend together better so I added the same atmosphere noises at a low volume. 

After placing all of the elements, I then went through and made adjustments to the visuals and audio. I started by using alt to change the volume level of the music at different points. As I did for the radio trailer, I reduced the volume where dialogue was included and increased it for the montage as there was no other sound in this section. I ensured that the dialogue was clear and at an appropriate volume, to conform with industry standards the audio does not go above -6db. For the visual effects, I changed the saturation and exposure for each clip to give it an overall mise-en-scene which was focused around cool toned and mainly dark colours. As I had split some clips in half, such as the bin shot and camera falling to the ground, I used the colour balance tool to maintain continuity. 

The final stage in producing my TV trailer was adding in an end screen and the BBC iPlayer animation. I wanted the end screen to be a video of a blue monarch butterfly flying across the screen because it is a symbol for mental health and this is a key theme in my show. I found an animation on YouTube which I downloaded and cut down. I then added my ident over the top and faded in titles with the release date of the show and the tagline. Lastly, I placed the iPlayer gfx after the end screen as this is a convention of BBC trailers.

Exporting:

I exported my final video in 1080p HD quality and a 1920 x 1080 resolution, these are key industry standards which need to be met for broadcasting on the BBC. I exported two final versions, one was a high quality master file and the other was a compressed H.264. The high quality file is used for the client whereas the compressed file can be used for YouTube and social media as it is smaller in size. 

P3 Radio Trailer Planning

Script:

 

I produced a script for my radio trailer in order to plan what dialogue as well as music and sound effects will be needed. This is so that when it comes to producing the trailer I will have a clear idea of what assets I will need and how it will all come together. 

M1 Evaluate Different Cross Media Advertising Campaigns

 

P2 Proposal

Proposal:

Work Plan:

Campaign Schedule:

P2 Evaluate the Brief

Client Brief:

 

The brief requests IGS Creative to create an advertising campaign for a new BBC3 drama series. This series is due to be released from Friday 26th of May with a new episode each Friday for the following weeks. It is aimed at an audience of 15-21 year olds due to being broadcast on BBC3. My role as part of IGS Creative will be the creative director which means I am involved in research, planning and production. 

According to the brief, the aim of the campaign should be to introduce a new product to the market and persuade the viewers to watch the show and others on BBC3. The requirements given by the client include it must be a cross media campaign with at least three different mediums, as well as a unique ident for the show. The deadline for the proposal is Friday 16th December and the  components must be complete by Friday 7th April 2023. Following this deadline the components must be released at least 2 weeks before the first episode. Along with such production there must be sufficient planning documents and a plan for a mobile app. This app should have an opening audio/visual element and a quiz element. All aspects of the campaign must comply with advertising standards and regulations (ASA, OFCOM etc.). In order to produce appropriate content I have been asked to research the target audience and their typical habits. The budget for the whole project is £15,000 so this must be considered throughout production and planning. 

Client Requirement Table:

I have produced a table to highlight the different types of requirements in the brief. This includes open requirements (giving you some freedom to make decisions), implicit (you interpret from the brief), explicit (stated requirements) as well as constraints which are boundaries for the project. 

P1 Existing Advertisement Campaign

Killing Eve (Series 4):

Aims and Objectives:

The primary aim of the advertising campaign for Killing Eve series 4 is to promote the new series, both to the existing audience as well as people who haven't seen the previous series' and may be inspired to go back and watch it. The BBC also hopes to create an awareness of the show to a wider audience through a range of advertisements. One objective of the campaign was to persuade the audience to be interested in watching the show and thus increase the viewing figures. The first series of the show reached over 8 million viewers within the first month of release, this means that throughout the subsequent series they would be aiming for even higher numbers and therefore need to attract the attention of a wider audience. 

Target Audience:

Killing Eve is commonly rated as 15+ due to its heavily violent and sexual themes. The key demographic is adults aged 18-54 in the UK and America. It was produced in the UK but distributed on BBC3 as well as BBC America which expanded its audience to the US. The audience is likely to be predominately female due to both of the main characters being women, typically shows in the crime/thriller genre have a male protagonist and thus a male audience but this show subverts this and therefore will appeal further to the female audience. Furthermore, they would typically be around the C1 to E socio-economic category due to the fact it is widely accessible to everyone and the characters are more similar to these people rather than higher class people. The show appeals to reformers as its themes often relate to social issues and explorers because it is an adventurous and innovative show. 

Slogan:

As a whole, the show doesn't appear to have a specific slogan. In the trailer for this series they include the phrase 'till death do us part', this is a reference to marriage which ties in with the romance themes of the show. In addition, its use for the final series suggests that it could refer to how it will end and acts as a grip for the audience to want to watch the show in order to find out what happens. 

Key Messages:

The key messages of the advertising campaign are surrounding the fact it is the final season of the show. They're trying to show the audience that the series will conclude loose ends from previous series whilst still being the same thrilling show that they had enjoyed. The producers want the audience to feel the show will be exciting and therefore want to watch the new series. 

Approach:

The primary approach for advertising this product was through a TV trailer which gave a taste of the show. Within the advert there are a few shocking moments which would grip the audience, the show is highly dramatic which they illustrate through the advert and this means it will appeal to their target audience. They used celebrity endorsement through their chocolate box challenge which was sent to influencers. In addition, the two main characters, as well as being memorable from the show, are played by very famous actors (Jodie Comer and Sandra Oh) so by featuring them in the campaign they attract their fans. 

Call to Action:

The aim of the campaign is to convince the audience to watch the series, either as it is released or on BBC iPlayer/other streaming services in their own time. They also want the viewers to engage on social media in order to receive feedback and generate further attention for the show. 

Representation:

The main representation in the trailer for series 4 is of the two main characters, one of whom is a Russian assassin which therefore plays up to stereotypes. Outside of this, there are characters such as police officers, doctors and priests who are represented in a fair way that won't offend anyone involved in these groups. The producers can choose to represent the characters however they want as they are fictional. 

Campaign Logistics:

The advertising campaign for this show uses the start-up pulsing model, meaning it uses the flighting model initially to push the new product then the continuity model after it has been released for a while. The majority of the campaign came out around February-April 2022 which is when the series was initially released. This means that when it was released there was heavy attention on the show, after this the trailer would still be shown occasionally and clips were still being released on YouTube, even up to November 2022, which would remind the audience of the show despite the campaign slowing down. The release of the podcast on the same days the episodes came out would inspire the audience to watch it on that day so they could then listen to the podcast.

Choice of Media:

The primary form of media used for advertising this show is a TV trailer which can also be accessed on YouTube or BBC iPlayer, this appeals to the wider audience because it can be seen by an older audience on TV in between other shows or the younger audience online. 

In addition to this, as part of the BBC Sounds podcast series 'Obsessed with...' two fans of the show dissect each episode. This acts as advertisement because it inspires the audience to watch/rewatch the show so they can feel part of the conversation. Podcasts are popular among young adults and therefore this aims to reach the younger segment of the audience.

Along with the trailer, the BBC created a YouTube channel specifically for the show on which they post clips from the show. This again appeals to the younger audience, by uploading exciting clips from the show it hopes to grip new viewers. They continue to upload clips well after the final episodes release, this will remind the audience of the show and possibly make them want to rewatch it. In the description of the clips they encourage the audience to subscribe to the channel, this will mean when future clips are released they will be aware and once again be reminded of the show.

One way Killing Eve used social media as promotion was through the release of a box of chocolates in which one of the chocolates has been laced with 'poison' (hot chili), these were sent to influencers in the hopes they would show them on their platform and take part in the challenge. This aspect of the campaign was used to interest a new audience who may not have heard of the show before because the people they were sent to have a large audience that is different to the show's audience. 

Another unique part of the campaign was the use of a window display in the centre of Liverpool which showed outfits from throughout all of the series. Due to this being on a busy high street, it would have been seen by a large amount of people, many of whom hadn't yet watched the series but it may inspire them to. Furthermore, it can remind the existing audience of the show and inspire them to go back and rewatch it. 

The BBC has a page on their website dedicated to Killing Eve. This includes the episodes, clips from the show, character profiles and a link to the podcast. This creates a hub for fans of the show to visit to become more invested in the show and feel a stronger connection to it. The page also includes unique features such as articles relating to the show and an alarm audio file which can be downloaded for free and the audience can wake up to the voice of one of the characters. Overall, they are hoping to strengthen the audience's interest in the show by giving them more to look into outside of watching the show. 

Another form of advertisement is through social media such as Instagram, Facebook and Twitter. The BBC created an official Killing Eve account across multiple platforms on which they shared clips from the show as well as behind the scenes and reminders of when the show was being released. By using these accounts, the audience becomes more involved in the show and they are encouraged to go and watch it. This is aimed primarily at the younger audience as these are the people who are likely to use social media. 

Legal and Ethical Issues:

The ASA in association with CAP created a set of regulations for broadcasting (BCAP), this includes area such as social responsibility, legality, misleading advertisement, harm and offence and privacy. For example, when producing the trailer the producers need to consider whether it is painting a false picture of the show, such as using clips that aren't in the actual show, which may mislead the audience. Throughout the campaign they must ensure they aren't breaching laws such as copyright infringement or defamation, for this reason the campaign is unlikely to include any real life products/brands unless they have a connection to the show and the companies permission. 

Regulatory Bodies:

The producers would have to consider the requirements of regulatory bodies such as OFCOM and the ASA. The ASA are responsible for regulating advertisements in the UK under their CAP and BCAP rules, they are funded by the advertising industry. They monitor advertisements as well as taking complaints and they work with the industry to ensure ads are safe to be shown. OFCOM is responsible for the regulation of the actual show under their codes. The BBC has to stick to these codes for the show to be broadcast and therefore they have to comply to these codes in their TV adverts. OFCOM is also responsible for online content so they will also regulate anything on social media.