For this project, we were required to do in depth research, ideation and collaboration in order to produce award winning standard work according to a category which we selected from the Loeries.

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In order to start off this project I firstly researched the Loeries and in particular categories that specifically involved copy-writing. From this I then looked at the top award winners and established why they won. What I established is that, all the winning adverts we not too complicated, they kept your attention and lastly and most importantly they were relatable. I then decided that this would be my strategy. By this I mean that I would create adverts that hold the customer’s attention, I will keep it simple and lastly relatable.

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Moreover, the process by which I selected my brand isn’t very technical, but it worked. I was sitting at home one night and I was still working on a project at like 1am and I was exhausted and hungry. I honestly did not have the energy to make food. So, I decided I was going to get takeaways, I thought about getting McDonalds however, I know its super unhealthy. I then remembered that Andiccios24 was open and they came and delivered to me for me. It truly felt like they had saved me. That’s how I choice my brand and in fact (even though I did not know it at the time) my concept too. This also shows how relatable advert 1 is.

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For my adverts, I decided to create suspense by using situations in which people may free, stressed, scared, worried etc. The reason for the use of suspense is that it helps keep the listener interested and they generally will want to listen until the end in order to find out what has happened. I lastly decided to use an unforeseen turn of events in the adverts, by revealing that the people within the adverts were simply hungry and that they don’t have to worry anymore as this is simply a pizza advert, which generally results in laughter and a sense of relief. 

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In order to clarify, let me fully explain my concept. My concept is that Andiccios24 is in their own way like lifesavers. In order to portray this concept, I explored situations in which people would need food to so called survive. Thus, I decided to use a pregnant woman as time and time again pregnant women have been known for their cravings and of course their angry mood. I then thought out comparing the pregnant women to a monster (as seen in the sound effects) as if you were to think about there is a lot of similarity between pregnant women and creatures like hulk. For example, they are very big and generally angry just like hulk, they constantly need to eat and because of their swollen ankles they stomp around, just like hulk.

 

Likewise, I wanted to the adverts to be funny and therefore decided to use exaggeration as tool for humour. For example, in advert 2 you hear about an exhausted student, by adding things like the song ‘eye of the tiger’ as well as the three coughs this exaggerates the situation and makes it comical. Likewise, by using a pregnant woman I was able to segment my target market and personally target young parents and pregnant women.  More than this, not only is the advert comical, it is also very relatable, easy to listen to and it keeps your attention by having suspense. Thus, fulfilling all three criteria I had for the adverts.

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Advert - for advert 3 I decided to use a situation which I have personally been in and know that it is very relatable. Society has shown through movies such as ‘The Duff’ that in most social groups there is generally one person who has a slighter bigger appetite than the rest. however, these people often feel embarrassed about their bigger appetite and tend to conform to peer pressure and end up being hungry later on. Thus, I wanted to show (in a comical way) that you don’t have to worry about being that friend because Andiccios24 has got your back. 

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Lastly, I decided to use radio as my medium as I think through radio you are able to set the sense and allow the audience to fill in their own details thus making it quite personal. Also, most people between the ages 18- 35 tend to love driving or tend to be driving quite often because of university and work and therefore listen to the radio quite often, thus making me able to reach my target audience effectively.

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Thus, my category for this brief is ‘student awards: radio commercials A.