This is an ad campaign for behavioral change. It attempts to posit and give prominence to regular exercise by children and adults as an exciting activity for burning calories. In this advertising, creative campaign the following plans are included: value proposition, objectives and strategies, creative and media plan
The trends towards modern living possess a challenge for behavioral change especially in urban areas. Attention has shifted to junk foods and fast foods but the power of the media holds sway and can be utilized to get desired result. We bank on family time since most families comprise of adult and children.
Objectives and Strategies:
The task is to create a campaign that is less about preaching the nutritional value of particular foods but instead focuses on motivating children and adults to take part in regular physical activity. The target is to get kids exercising for 60 minutes a day and adults for 150 minutes a week.
Creative and Media plan:
The media channel chosen for this campaign will be the television, radio, the print medium and they social media.
Television: The audience capacity for television is quite huge! Both the kids and adults are receptive to this medium and this will prove to be a viable medium.
Radio: The portability of the radio is quite awesome. The ability to be taken anywhere and listened to even during normal professional work is intriguing. The adults are more receptive to this medium
Print: (Posters, Newspaper, Magazine) The print possesses power too. Its use of still pictures and the ability to be revisited years to come gives it a subtle advantage
Social Media: People think of Facebook when social media is mentioned but it goes beyond that; twitter, google +, pinterest, LinkedIn, Youtube. The social media is powerful!
The television ads shall run on weekend family times. Saturday mornings is suitable likewise Sunday afternoons and evenings. During the week, parents shall be at work while children shall be at school.
The radio ad shall run during week days especially at primetimes when a huge audience will be captured.
The print media will be utilized via posters on schools bill boards/notice boards, widely read newspapers and the newspaper too.
The newspaper will carry the ads on weekends when adults are likely to read the ad and children can view and appreciate the pictures and understand the message too.
The social media shall also boost the campaign. It will be trending on twitter, the television ad will be uploaded to youtube, Facebook and google + ads will run the ad concurrently. LinkedIn ads shall reach the professional world. More importantly is opening a website for the campaign that will serve as a landing page for all social media platforms running the ad. This page will furthermore in detail try to convince and change behavior.
CELEBRITY: DON JAZZY
|CAM 1: MCU ON FAIRLY OBSESSED MAN IN THE KITCHEN STARRING AT BUGGER AND CHOCOLATE ON ONE END OF THE TABLE AND SHRUBS AND VEGETABLES ON THE OTHER END|
|CAM 1: ZOOMS OUT TO SHOW WOMAN (WIFE) WONDERING WHAT HUSBAND (MAN) IS THINKING ABOUT||SIG 1: SOUND TRACK INSTRUMENTAL (DORO BUCCHI) STARTS PLAYING|
|CAM 2: CU ON A HAND KNOCKING AT THE KITCHEN DOOR||SIG 1: UP AND FADES|
|CAM 1: PANS FROM MAN TO DOOR. DOOR OPENS TO SHOW DON JAZZY FULLY KITTED FOR EXERCISE GESTURING TO MAN AND WIFE TO COME JUG WITH HIM. CAM PANS BACK TO SHOW MAN AND WIFE AUTOMATICALLY TRANSFORM TO JUGGING KITS||SIG 2: SOUND TRACK (DORO BUCCHI) STARTS PLAYING WITH CUSTOMISED LYRICS FOR THE JUG/EXERCISE|
|CAM 2: SHOWS MAN, WOMAN AND DON JAZZY JUGGING ON THE STREET WITH DON JAZZY IN FRONT JUGGING, DANCING, AND SINGING CUSTOMISED SONG|
|CAM 2: SHOWS AS THE NUMBER INCREASES WITH KIDS AND ADULTS GRADUALLY JOINING IN THE JUG||OAP: With regular family exercise, burning calories should be as fun as eating them|
|CAM 1: SHOWS DON JAZZY AND CROWD NOW ON FIELD TO EXERCISE AND DO A THEME DANCE AND FADES OUT||SIG 2: MUSIC UP AND GOES OUT|
|SIG TUNE 1: DORO BUCCHI INSTRUMENTALS PLAYS FOR 3 SECS. AND FADES UNDER VOICE|
|KID: Mummy mummy see Don Jazzy outside jugging to the field for exercise. Let’s follow them mummy please…|
Mummy: Okay Danny! After all exercise is good for both the young and the old
SIG 2: DORO BUCCHI MUSIC PLAY AND GOES UP FOR 8 SECONDS
SIG 2: DORO BUCCHI FADES UNDER VOICEOAP: That’s right! The best way of burning calories is burning them out permanently and in an exciting way.
Burning calories should be as fun as eating them…
SIG TUNE 2: GOES UP AND FADES OUT