Objectives of production

Our main objective with our advert is to hopefully create something which people will recognise with Febreze, it must have continuity to their other adverts, it needs to use the same colours and follow the same sort of theme while at the same time be something people watch and laugh at. The advert needs to be enjoyable to watch therefore it should be engaging and make a reason for people to share it. 

 

The product

In the advert, we will be using Febreze Air as this is Febreze’s main product, we have decided to use this as we think it will fit our idea the best. The product will also be easier to advertise as it is known within the market already which means people will easily recognise it.

 

Research

We have looked at past adverts which showed us what Febreze usually do, I have learnt that their adverts normally are very simple but have funny aspects which is what makes them successful. Febreze adverts usually show dull scenes and dull music until the Febreze has been sprayed which then makes the scene bright and colourful. We are going to use #SprayTheJoy and we want people to share pictures of them using Febreze around the festive season or share comments on the advert, both of these will allow their friends to see it and then watch the advert which will make more people see it. We also want the advert to be direct and to the point, because we don’t want to waste peoples time and we want them to enjoy the advert. 

 

Target Audience

Our primary audience is going to be Women aged 25-45, within this market, we are mainly targeting homeowners and mothers who have busy lives and need something quick, easy and affordable to use. Our secondary audience will be men aged 23-29 who are at home and want to quickly make their house smell nice. 

Advertising Techniques

We will use an exaggerated claim because this could be the difference between someone buying the product and someone going with another brand. We also need to make the advert somewhat relatable as this will more likely get the viewers involved. We want to focus on making sure it is engaging because we need to keep the viewers engaged and when they get to the end they need to think I want to share that.

 

Viral Marketing Strategy

Our viral marketing strategy is all based on #SprayTheJoy. We decided to go with this tag because it conveniently uses the word spray which fits in well with Febreze and joy because the idea of the advert is that Santa spreads joy through spraying Febreze. We want people to share pictures of themselves using Febreze and comment using the tag on their social media sites, this will then show their friends who will hopefully watch the video and then share themselves, we think because the video is Christmas themed it gives more reason for it to be shared therefore gaining it more exposure. 

 

Synopsis

This year the Christmas spirit isn’t spreading too well…this all changes when Santa comes along with the Febreze which brings the spirit to everyone. Santa sprays gardens and they light up. He sprays over a group of people and they start singing Christmas carols. The scent of the Febreze fills everyone with joy making sure they are ready for the special season. 

 

Narrative Structure

After watching a lot of other adverts we have decided we don’t want the narrative to be loud and annoying because we don’t think that will be engaging. We want it to be formal but at the same time be engaging and soft, it will need to fit the rest of the video and music as this will make it flow a lot better. We want the voiceover to be indirect only mentioning the product once at the end.

 

Production Techniques

We will make the video pretty simple, we don’t want to use a green screen as we think our idea will be able to be done without actually having any special effects. One of our ideas is to have a Christmas tree with fibre bottles hanging from it. We will have very dull scenes until the Febreze is sprayed and the Christmas spirit had been sprayed. In the background we will have Christmas music playing which will be slow and speed up when the Febreze has been sprayed. 

 

Distribution Methods

We will distribute our video through YouTube and other social media sites such as Facebook and Twitter on these sites we think a good time to share is between 4 and 6 pm on a Friday because this is a time when our target audience may be on social media. We could also show our advert on TV, if we did this a good time would be on a Sunday evening because most people would be at home at this time, this means it would be given optimum exposure. 

 

Duration

To find an optimum time for our viral advert we looked to our surveys as these asked the people who watch adverts. Using this we decided we want our advert to be around 30 seconds, it's not too short and it's not too long. A 2-minute advert may be good in some situations but for this we want people to feel they can watch the whole thing and that they don’t have to skip.

 

Mode of Address

For this, we decided to make our video be indirect and more of a story as this will allow for a smoother and more engaging viral advert. When you look at examples of Christmas adverts online they barely use their products in the video which is why we think this should be indirect. 

 

Contributors and Locations Required

Our actors will consist of the crew, our main character who will be dressed as Santa will be Konstantin. We won’t need any other characters so we can just use other members of the crew as there is five of us. One of the locations will be a house with Christmas lights. Another will be a house with a Christmas tree and also a street scene.

 

Props/Costumes

For the video we will need a Santa Costume for the main character, Santa hats, and Tinsel for people to wear after they have been given the Christmas spirit. We will also need a couple bottles of Febreze preferably with a Christmas scent.