The Client and Product
The Client that I will be working for is EE, which is a British Mobile network that formed on 1st April 2010, and were a result of a 50:50 merger between Deutsche Telekom and Orange. They have over 28 million customers and are the UK's number one network provider.
One of their most successful packages is 4G, which is an internet service that is faster and better than that of the previous generation of internet (3G), especially out of the house in both social and gaming aspects. To sell this product I will need to show this functionality and how it can be used to liven up your experience on your various devices.
Below is a graph showing EE competitors, how many subscribers they have and the cost of their packages:
One of their most successful packages is 4G, which is an internet service that is faster and better than that of the previous generation of internet (3G), especially out of the house in both social and gaming aspects. To sell this product I will need to show this functionality and how it can be used to liven up your experience on your various devices.
Below is a graph showing EE competitors, how many subscribers they have and the cost of their packages:
TA Research
From this research I can tell that the product will appeal to 18-30 year old, middle class workers that are either single or part of a small family. This is pretty much as expected in most aspects, as 4G would be more likely to appeal toward quite a young demographic those who are quite well paid, though the age difference and working demographics weren't entirely what were originally thought to be the TA. I thought that the age group would skew a little higher, perhaps 18-40 or more, and the working demographic would include more heavily toward group A (Doctors, Lawyers and higher-paid professionals). Link to my questionnaire here.
Budget Research
As my target audience are young adults, I will need to advertise somewhere that they'd be likely to watch. This is why I have selected to advertise on the channel E4. Most of their content is adult oriented and has a lot of viewers that is in my demographic (16-34 are their typical viewer age). Their costs (between 17:30 - 20:30) are approximately £200 to a high of around £8,500. This will reach between 20,000 - 450,000 people. One of the most popular programmes is "Big Bang Theory", which is where I will show my ad. For a 30 second slot the overall price will be £4000 approx. The websites for the prices are below:
Television Campaign
Guerrilla Scope
Television Campaign
Guerrilla Scope
Concept Research
Below is a mind map showing two possible concepts I have come up with for the advert:
Judging by the questionnaire results, found here, the advert I will be making will on the concept of a peculiar twist on a viral video. The results are below:
Advert Regulations
My advert will be about a man who is being hunted by a gang to be beaten up, only to have the man end up dancing similar to the style of the viral "Evolution of Dance" video on Youtube.
Originally the advert would contain knives to make the gang seem more threatening, however this will be changed due to the law below:
Originally the advert would contain knives to make the gang seem more threatening, however this will be changed due to the law below:
To follow this guideline, the gang will just have bare fists. Furthermore the advert will not contain any violent behavior. The gang will be watching from the sidelines as a single person from their number moves over to the man and clenches his fists. He will be overall threatening rather than violent.
In regards to the watershed, Ofcom state that inappropriate or offensive content must be shown after 9pm. Due to the lighthearted humour and, now, little violent behavior my advert should be suitable for the time slot I have chosen (17:30 - 20:30).
In regards to the watershed, Ofcom state that inappropriate or offensive content must be shown after 9pm. Due to the lighthearted humour and, now, little violent behavior my advert should be suitable for the time slot I have chosen (17:30 - 20:30).
Advert proposal
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