Melbourne City Rooftop Honey: <https://www.rooftophoney.com.au/>.

Background:

Melbourne City Rooftop Honey is a local Honey brand launched in Melbourne in 2010. The purpose of the brand is to create delicious honey and raise people’s awareness of honey and its importance in People’s Daily life. The brand of Melbourne City Rooftop Honey including produces Honey, Honey soap, skin care products made from Honey and various characteristic products. Melbourne City Rooftop Honey brand is special because its honey is produced on the roof.

Beehives are placed on the roofs of restaurants, hotels and gardens in the city, which is why the brand is called Melbourne city roof honey (Melbourne city roof honey 2020). “Honey finger” is one of the contestants in Melbourne. They took a novel approach to raising awareness of the importance of bees through art (Honey Fingers 2020).

Following the outbreak of the Victoria coronavirus, commercial operations for rooftop honey in Melbourne have been scaled back until spring 2020(Melbourne City Rooftop Honey 2020). In the era of rapid Internet development, Melbourne City Rooftop Honey can still provide fresh Honey to customers by ordering online on the premise of ensuring the safety of customers. (Sparkol 2015). According to Sparkol (2015), the prototype of Melbourne city roof honey should be “nurturer”. “Nurturers are driven by their need to protect and care for others” (Sparkol 2015).

Objectives:

The aim is to convince viewers that Melbourne city roof honey is a trusted brand. While in the case of covid-19, it is still possible to provide fresh honey to the audience, maintain product quality while ensuring customer safety. This is persuasion.

Target audience：

The campaign will target nearly 368,000 residents of greater Melbourne aged 30-34 years, both men and women (Australian bureau of statistics 2018). They can work part-time or full-time, and viewers should earn between $50,000 and $100,000 a year. The audience has a good sense of health, very concerned about and protect their health.

Single Minded Proposition：

Bee House = your health

Protect bees, protect yourself

Melbourne Honey Paradise

Bee House in Melbourne.

Healthy honey from Melbourne

Substantiation：

“You have a bee to thank for one in every three bites of food you eat” (Greenpeace 2020).

“The honey bee plays a very important role in the sustainability of the food supply chain as they are the key to the pollination of the agricultural and horticultural crops which ultimately produces a very large proportion of the food that we all eat” (Melbourne City Rooftop Honey 2020).

“Looking to the future, as we expand on concepts of growing food in our cities & making them cooler, greener & more sustainable”(Melbourne City Rooftop Honey 2020).

Tone of voice：

Stable, calm and strong.

Media requirements:

A 30-second Youtube advertisement.

Mandatories:

Logo, social media, web address.

Reference list:

Sparkol 2015, ‘The 12 brand archetypes all successful businesses are built on’, Sparkol, web blogpost, 1 September, retrieved retrieved 5 May 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.

Australian Bureau of Statistics 2018, 2016 Census QuickStats: Greater Melbourne, Australian Bureau of Statistics, retrieved 5 May 2020, <https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/2GMEL?opendocument>.

Honey Fingers 2020, Info, Honey Fingers, retrieved 5 May 2020, <https://honeyfingers.com.au/Info>.

Australian Bureau of Statistics 2020, 2016 Census QuickStats: Greater Melbourne, Australian Bureau of Statistics, retrieved 5 May 2020, <https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/2GMEL?opendocument>.

Greenpeace 2020, Save the bees, Greenpeace, retrieved 5 May 2020, <https://www.greenpeace.org/international/act/save-the-bees/>.

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Headline: Fake news is not our friend.

Body copy: We’re absolutely committed to helping to reduce the spread of what is commonly described these days as fake news. We’re doing this by employing large numbers of expertly trained fact-checkers right across the world, seeking to improve the cutting-edge technology that identifies fake news, and giving you all the in-depth background information that you need on the articles that are in your News Feed.

Call to action: Find out how we’re addressing the spread of fake news by going to fb.me/fbchangesAU

Insert: Facebook logo

Step 1

New body copy: Reject fake news and learn to think.

Step 2

6-word body copy: Reject fake news.

Step 3

Problem 1: The advertisement didn’t focus and didn’t impress the audience

Problem 2: The advertisement is more like a documentary, without subtitles and without considering the needs of special people

Step 4

Target audience: Mothers aged 30 – 50

1.Safety = put the phone down
2.Don’t let your child lose the ‘tree’ to fall back on
3.The child is in the heart, the steering wheel is in the hand
4.Put down your phone and focus on driving
5.Respect the journey of driving
6.Grip the steering wheel and you will be safe
7.Stop touching your phone
8.Nothing is more important than to concentrate on driving
9.Think about your kids. Put down your phone
10.Put down the phone to gain security

I would like to choose “Don’t let your child lose a tree to fall back on.” as the headline.Children are of vital importance in every mother’s heart. When the mother sees the title, she will instantly think of the life of the child without the mother, so as to put down the phone and concentrate on driving.

This week we create scamps for City Hatters: https://www.cityhatters.com.au/

City Hatters is a Melbourne institution with over 100 years retail experience.

Despite their iconic shopfront located on Flinders Street, City Hatters is looking to engage younger consumers through creative advertising.

The following scamps are based on insights uncovered in the research process:

Cecilia

ALA102

Creative Brief- Visualising the client strategy 

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https://www.canva.com/design/DAD4QS4X_VE/share/preview?token=RPB25MUEoBE-1JcwOuYRgQ&role=EDITOR&utm_content=DAD4QS4X_VE&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Background:

The ‘Avozilla’ is new to the fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.).

The ‘explorer’ is an appropriate prototype for this product, which embodies the concept of novelty, uniqueness and exploration. I wanted ‘Avozilla’ to represent sensory adventure and physical stimulation, and I wanted this product to “invite customers to go on a journey with them” (Sparkol, 2015). ‘Avozilla’ uses the concept of the ‘explorer’ prototype so that its customers will find its advantages, and ‘Avozilla’ can well reflect this unique sense of customer use when customers are compared with traditional avocados.

Objective:

Enhance the popularity of the new product, and compared with the common avocado, highlight the advantages, encourage customers to try for free, explore unknown areas together, not stick to the traditional avocado.

Target Audience:

The target audience is young people aged between 18 and 28 who are willing to explore, brave to try new things and love to share. This people group usually has a steady income that allows them to travel, explore, and discover new lives. Whether from a life perspective, the ability to accept new things, ‘Avozilla’ will arouse their interest, get rid of the routine work, lead them into a new unknown world of exploration.

SMP:

Unique world – the giant avocado

Substantiation:

‘Avozilla’ offers avocados five times the size of regular avocados.

If you’re open to new things, buy ‘Avozilla’ and reap 5 times as much nutrition and happiness.

‘Avozilla’ will bring you the largest volume touch, harvest the biggest surprise.

Tone of voice：

The tone of this advertisement should be rhythmic music, which can stimulate people’s mood.

Media requirements：

A4 print advertisement made on photoshop.

Mandatory：

A logo and Web address.

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Cecilia

Step 1: Originality / Elaboration

Original storyboard: https://cecilia6.home.blog/2020/03/22/workshop-week-3-branding/

My photo series from last week was somewhat basic and plain. In order to increase the authenticity of the story and attract readers’ attention. I personally choose two cats as my prime subject and a brand of Australian canned cat food. 

  At first, my two lovely and adorable cats were laying comfortably on the couch while I am preparing for their ration, when I opened the can of Australian cat food, they instantly smell the aroma of the food and rushed to me and started to brush body to me while loudly purring as an indication that they wanted to have a taste of the food. To make it more detailed I added some informative details such as showing  to my audience the ingredients and nutritional facts  of Australian cat food, and to give audience additional guide about choosing a brand of cat food. 

The AD is aimed for people who raises domesticated pets particularly felines at home, such as young people, elders, students, working people and couples. The AD will give them a guide to choose a suitable canned cat food for their beloved fur babies. 

Step 2: Target Audience

People who raises cats at home will use this product everyday and will provide them with convenience. 

Age grouping: People who own cats,  different age level. 

Income: People who own cats, any income rate.

Common occupations: People who own cats, any occupations.

Product related behaviour, i.e. product use:  People who own cats, very simple to prepare. 

Step 3: SMP

It can make the cat’s digestive system become healthier  since it can be easily digest and make their bones more stronger as it provides them sufficient calcium. In addition it provides them with more muscles strength because it is packed with protein. As a result it reduces the cat lovers’ worry about their cat’s health condition.

Step 4: Rewrite story to fit SMP

Beginning: 

In the afternoon, the two Ragdoll cats lay down comfortably on the pet cushion and dozed off. The cat’s master was reclining on the sofa, playing with her mobile phone.

Middle:

The master got up, went into the living room and took out a can of Australian cat food from the drawer, the two cats suddenly stood up and ran briskly to the lady of the house. The two cats were purring all the time, their big eyes  are full and longing for food.

End:

The lady put the opened tin in front of the two cats. The cats ate it quickly, ignoring other brands of canned cat food.

Step 5:

Australia is a diverse country, reflected in the diversity of education, life and even animals. In my advertisement, I specially choose kangaroo meat as the raw material to make the cat canned food, which reflects the characteristics of Australia.

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Cecilia

Nowadays, most international students choose to keep cats to accompany them. And choosing the right price and good quality Australian canned cats food has become the most important thing for them. I am also an international student and keep in two cats, The reason why I chose the Australian Kangaroo Canned Cat brand.

For the storyboard, I use “The innocent” as the symbolic of the product.

The innocent customer prefers straight-talking, gimmick-free advertising, and is naturally drawn to optimistic brands. Heavy-handed or guilt-inducing advertising is likely to repulse them. Innocent-focused businesses promote themselves as pure, simple and trustworthy.

Reference list:

Sparkol (2015), ‘The 12 Brand Archetypes All Successful Businesses are Built On’, Sparkol, retrieved 20 March 2020, < https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on >.