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Werthers proposal Jess & Jaz. Primary Research.
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Primary Research • The primary research which was a questionnaire was sent out to a mixture of male and female teenagers (Our target age group) and I looked over the answers that received and incorporated this into the first idea. People seem to have a taste for humour with some form of storyline involved in the video so the end product if desired to be successful should have humour and story incorporated into it. I also found that people prefer adverts they can relate to, an honest advert has more appeal.
First idea inspiration The first idea has been created from looking at other adverts or short animation clips from TV shows, I took into consideration what would be expected from an advert that involved sweets, paying attention to colour also and seeing what we could do with the features we already had with werthers. Popular adverts like the Skittles advert use the sweets feature to its advantage (in this case it’s the colour of the sweets) whereas Cadbury use an approach that doesn’t directly include the product but instead goes for memorability, although it has nothing to do with the product people remember it for standing out. For this idea we have made a prototype. The general idea for the use of googly eyes was taken from: http://www.youtube.com/watch?v=Vcr3m6XrVTo The Idea of giving the actual product human features came from this advert: http://www.youtube.com/watch?v=19d_luvn5fM
First Idea • As the first idea, I have decided to choose a more childish approach to appeal to our target audience. In doing this I have decided to give werthers human like features, each stereotype (Like Goth, Chav etc.) would have their own specific werthers which links with out tagline: Original as ever. The narrative follows each werthers sweet moving across the screen (We would use string or stop motion techniques to make the werthers have the illusion of walking) with a voice over listing different ‘stereotypes’ involved with teenagers. Each werthers will have its own segment in which people will get a proper look at each individual werthers.
