This work was completed as an assessment for QUT AMB318 Create Advertising unit.
We received a number of briefs across the semester and we're asked to develop a creative solution. The purpose was to provide practical writing experience, plus receive feedback from experienced writers.
THE GOOD BEER CO
This concept focuses on making customers aware of an important Australian issue and highlighting how they can make a difference. This advertisement has achieved this goal in several ways.
Using a quick, catchy slogan at the forefront of this advertisement is crucial to its success. A slogan emphasises the benefits of a product and strengthens the brands image (Cybergraff, 2018). This advertisement enhances brand and cause recognition by making an impactful statement leading to increased demand, recognition, and loyalty. The wording is friendly and welcoming, utilising a call to action to influence the readers.
The concept utilises large, bold, eye-catching text in addition to bright contrasting colours to draw in the readers. The pack shot increases product recognition. The concept applies the current advertising materials such as background texture, typeface, and colours to ensure the brand image is kept intact.
The craft beer market is a saturated, fast growing market with annual sales above $370 million (Terrill, 2016), using the aforementioned strategies will set The Good Beer Co apart.
JIMMY BRINGS
The 30 second radio advertisement for Jimmy Brings is designed to emulate the catchy novelty ads Australians enjoy.
The concept helps to bring awareness to the Jimmy Brings brand and its services. This is accomplished by creating a real-world situation people have experienced when hosting a dinner party. Perhaps in the past they were forced to ask a guest to stop at the bottle shop or get someone else to drive them but now there is an easy solution. This advertisement highlights the ease and efficiency of Jimmy Brings. An advantage of this concept is that it is creating memorable advertising using poetic devices.
This advertisement is succinct and focuses on impact. In advertising, thinking economically about words is imperative. This concept makes every word count.
This advertisement is distinctive and attention grabbing, utilising short, quick sentences to keep the listener’s attention. In addition, a call to action has been incorporated into the script that advertises the app and the website for listeners to grasp the concept concisely.
Jimmy Brings has one competitor that provides an almost identical service, Liquoroo. In addition, Dan Murphy’s and BWS provide delivery within an hour. These brands are not advertising in a personable manner like Jimmy Brings. This radio advertisement portrays warmth. Using real-life situations and problems with a friendly and efficient solution.
CLIENT: JIMMY BRINGS
PRODUCT: JIMMY BRINGS
MEDIUM: 30 SECOND RADIO – TRIPLE M, HIT & NOVA
DATE: 18 OCTOBER 2021
COPYWRITER: HEBE WALSHAW
KEY NO: HEB 0001
SFX: (Cutlery lightly clinking and bumping together)
MVO: 5 o’clock, table set.
SFX: (Food sizzling in a pan and plates being moved around)
MVO: Food is ready but drinks to get.
SFX: (Man gulping and then sighing)
MVO: Had a drink, got no car.
SFX: (Sounds of small children running and giggling)
MVO: Kids are here, shops are far.
SFX: (Someone knocking on the door and door opening)
MVO: Guests are coming, in a flap.
SFX: (Noise quietens)
MVO: Calm it down, use the app.
SFX: (Doorbell rings, then click of an app opening)
MVO: Doorbell rings, Jimmy Brings.
ANNCR: Check out Jimmy Brings at jimmybrings.com.au and
download in the App Store and Google Play for Australia's fastest alcohol delivery service.
QUEENSLAND GOVERNMENT
This concept for an emotive and relatable television advertisement concentrates on highlighting why, as a State, we have been held back from traveling interstate and what individuals can do to help.
To make an impact, a memorable and catchy slogan was generated. The short sentences and rhyming pattern are easy to repeat. Creating this experience was imperative to translate the impact every single Queenslander has on our state. Adopting a minimalism approach, few words have been used in the advertisement, this will let the character’s actions speak louder. Intensifying music will add to this strength.
Many people are waiting to travel interstate, this advertisement will showcase that people are starting to prepare and they cannot go until the target audience is vaccinated. This is highlighted through the mirroring lives and the shots of people standing, and waiting on a plane while the main character gets his vaccine. The prospect of and exposure to people getting ready for travel will excite the viewers and encourage action. The advertisement utilises facial expressions and emotion to generate an impact.
CLIENT: QUEENSLAND GOVERNMENT
PRODUCT: COVID-19 VACCINATION
MEDIUM: 30 SEC TVC
DATE: 18 OCTOBER 2021
COPYWRITER: HEBE WALSHAW
KEY NO: HEB 0005
Slogan: MATE, DON’T WAIT.
UP THE RATE. UNLOCK THE STATE.
LINDT
This seductive and sensual concept focuses on the appeal of luxury and indulgence in an advertisement target towards 30–45-year-old women.
Utilising emotive and seductive language is the key to this advertisement’s success. Words such as; pamper, velvety, and pleasure, exhibit the desired experience from the target market.
The golden colour palette is strong as gold is widely known as an opulent material. Cleopatra is renowned as an ‘Icon of Luxury’ with an intriguingly opulent lifestyle (Russell, 2020), for this reason Cleopatra was the perfect muse for this advertisement. The facial expression and setting is seductive and inviting, making the target audience want to create their own Lindt experience.
Cleopatras famous last words were ‘I want to be alone’, which has been subtly built into the headline to create cohesion. Often women between 30 and 45 have young children (Qu, 2020), husbands and busy work lives, often craving some indulgence and alone time.
Maree Claire is a female-focused magazine that revolves around lavish style, beauty, food, and news.
Many chocolate brands in the market aim for seductive marketing, often including attractive models and close shots. In contrast, this advertisement uses a well-known powerful historical female figure to inspire envy from the target market to sway them to act.
CLIENT: LINDT
PRODUCT: CHOCOLATE
MEDIUM: A FULL-PAGE, COLOUR MAGAZINE AD - MARIE
CLAIRE
DATE: 18 OCTOBER 2021
COPYWRITER: HEBE WALSHAW
KEY NO: HEB 0004
Headline: ALONE WITH LUXURY
Visual: (Cleopatra halfway through closing a bathroom door – you can see three quarters of her. Behind her is a stunning gold and marble bathroom. The main subject behind her is the bath – it is full of gold Lindt chocolate balls. There are a few Lindt balls scattered on the floor. Cleopatra is smiling seductively and is dressed like Elizabeth Taylors 1963 rendition of her.)
Body Copy: Indulge in luxurious moments; perfection that is crafted to
pamper your senses. Delight in flawless velvety chocolate you’ll
want to be alone with. Allow yourself to take pleasure in
mesmerising moments, Lindt.
Logo: (LINDT)
Website: https://www.lindt.com.au/
