AMB318 Copywriting Juiced TV Campaign Student names and IDs:

Transcription

1 AMB318 Copywriting Juiced TV Campaign Student names and IDs: 1. Tsai Huey Hua (Annie) N Jina Kim N Zu Yi Zhang N Yan Ming Lin N Jenny Chan N

2 Creative Strategy Product: JUICED TV Product description: Juiced is a TV show made by the kids in hospital, for the kids in hospital. Gives the patients the opportunity to make their own TV show and create positive memories during their hospital journey. Target consumer: Primary: low white-collar parents in metro and regional districts of NSW. Secondary: White collar grey nomads with high disposable income and looking to support impactful causes that make a real difference. Advertising Problem: Limited budgets and resources, does not have strong national recognition required to ultimately raise funds to roll out phase one of the growth plan. Principal benefit or promise to the consumer: To create a media playground where kids and their families can communicate and connect honestly and create positive experiences that are playful and carefree also in a unique way for sick kids to stay connected with friends and families. Support or reason why this benefit is possible: Juiced is world-first initiative giving sick kids back their childhood and is the most unique hospital entertainment program that gives sick kids the opportunity to continue having childhood experience while they are in hospital. Tone of the advertising: Spirited, inspirational, proud, game-changing, and positive. Brand character: Positive, vibrant, professional, trustworthy, spirited, mindful, respectful, unique, down to earth/every-man, accepting, youthful, fun, playful, energetic, high-spirited, welcome. Creative Strategy Statement: Advertising will convince target audiences by drawing on the concept of target audience are the one to change sick kids' childhoods. This will conveyed through the single-minded proposition (world-first initiative giving sick kids back their childhood). A stay in the hospital can be difficult for a child at any age. Illness and hospital stays are both stressful. They disrupt a child's life and they may be bored, or they may be afraid. However, Juiced tv creates a media playground where kids and their families can communicate and connect honestly with positive experiences that are playful and carefree. The ad shows children with juiced tv are happy and positive even though they are sick with band-aids or disable. Juiced tv can change sick kid's childhood with the support from the target audience by making donation.

3 Rationale This advertisement for Juiced TV is use the three media are TV, digital and print advertisement. Juiced TV is a weekly TV show produced in the hospital to show the target audience is that the children is making their own TV show and creative their positive memories during their journey in the hospital. The concept of Juiced TV advertisement to target the audience is that the children are living in a positive life in the hospital. This is shows the children are living in a happy life by connected with friends and family to make their life positive as a family hospital. The copy to support the advertisement for Juiced TV includes product description, single-minded proposition and website. The print, digital and TV ads use similar concept for Juiced TV. TV ad is setting out as one bored kid is inside the hospital in bed staring at the wall and one kid got off the bed. One kid opens the door and seeing lots of sick children playing, laughing and talking with other children. The print ad is set out as one bored and lonely child lying on the bed staring at the window inside the hospital. The child looks outside and saw the group of sick children with bandage or wound with their happy smile. Digital ad is set out as the large cardboard box in front the sickroom door in the hospital then the door is open gradually. Open the lid from the box and all photos and video of people in the hospital. This advertisements message show that a child finish having their treatment in the hospital and the child is cover with their injury is to show the emotional appeals about the children been in hospital. Although some children are sick but some are disable. The Juiced TV is to makes the children laugh and be happy which it is change their painful life.

4 Print ads --Copy desk CLIENT: JUICED ENTERPRISES PRODUCT: JUICED TV MEDIUM: FULL PAGE, FULL COLOUR MAGAZINE AD DATE: 08/10/15 KEY NO: 1890 N&D AUTHOR: YANMING LIN Headline: #BackToTheirChildhood Pic: (THERE IS A WINDOW WHICH LOOK LIKE A BIG TELEVISION SET CONNET INSIDE HOSPITAL WARD AND OUTSIDE GRASSLAND. IN THE INSIDE, IT IS A KID WHO SEEM BORE AND LONELY LYING ON A SICKBED EAGERLY STARING OUTSIDE OF THE WINDOW. OUTSIDE IS A GROUP OF SICKED CHILDREN WITH BANDAGE OR WOUND BUT ALSO SMILE VERY HAPPY HAVING FUN! THERE ASLO A BANNER WRITING DO YOU WANT TO JOIN US? TIE UP BETWEEN TWO TREES. THE WHOLE PICTURE IS IN THE TONE OF POSITIVE AND VIBRANT WITH STRONG COLOR STYLE EXECPT THE CORNOR THAT THE KID WHO LAYING ON THE SICKBED USING GREY COLOR TO PRESENT A COMPARATIVE. ) Subhead: Each one dollar can change a little bit Copy: Juiced TV is the most unique hospital entertainment program which made by kids in hospital and also for the kids in hospital. Gives sick children the opportunity to make their own TV show and create positive memories left for childhood during hospital journey. Please join us we need your helps. Logo: (JUICED TV)

5 Juiced TV 1 X 30 SECS TVC VIDEO 1. CU A KID, LIE ON THE HOSPITAL BED, STARE AT THE WALL 2. ECU A FACE WITH A BORED LOOK 3. LS THE BACK OF BOY, HE WALKS TO THE GATE OF HOSPITAL. 4. CU HE OPENS THE GATE 5. LS THERE ARE LOTS OF SICK CHILDREN ARE PLAYING IN THE PLAYGROUND, LAUGHING, TALKING WITH EACH OTHER 6. MS A BOY, SMILING, WORKS TO THE SICK KID AND HANDS OVER A MICROPHONE TO HIM 7. CUT TO FULL SCREEN JUICED TV LOGO & WEBSITE URL 8. CUT TO TITLE: #BackToTheirChildhood AUDIO SFX: HOSPITAL SOUNDS SUCH AS CARDIOTACHOMETER, FOOTSTEP, CRY. SFX: CHILDREN S LAUGH, TALK, AND PLEASANT MUSIC. SMILLING BOY: This is Juiced TV, do you want to join us? ANNCR: Juiced TV, the TV show made by kids in hospital, for kids in hospital. ANNCR: Helping them back their childhood For more information, please go our Juiced TV website.

6 Digital- Banner ad CLIENT: JUICED ENTERPRISES PRODUCT: JUICED TV MEDIUM: 3 FRAME INTERNET BANNER AD COPYWRITER: JINA KIM DATE: 13 OCTOBER 2015 FRAME 1 SFX: (LARGE CARDBOARD BOX PUT DOWN LIKE KNOCKING) ANIMATION: (PUT DOWN CARDBOARD BOX IN FRONT OF THE SICKROOM DOOR AFTER THIS DOOR IS OPENED) COPY: Be a supporter of JUICEDtv FRAME 2 SFX: (OLD FILM PROJECTOR SOUND) ANIMATION: (SHOW THE MEMORABLE PHOTOS OR VIDEO OF PEOPLE WITH JUICEDtv) COPY: Kids will experience something beyond the imagination with JUICEDtv by your donation FRAME 3 COPY: COPY: LOGO: #BackToTheirChildhood WWW. JUICEDTV. COM. AU (JUICED TV LOGO)