Target Market
The target market for this brief is 18-21 year old, set by the brief as generation z (1996-2010) but then as the product contains alcohol the audience must be of legal drinking ages which in the uk is 18. The market are socially outgoing as well as very active on social media sites which they will use on daily basis. The client aim to create a 'integrated digital campaign that drives engagement' so the target market must is people who use these site as this is the medium the client has selected to connect with this customer base.
This age group will include mostly sixth-form or university students, as people in the UK generally go to university aged 19-21 after sixthform but is market will also include a smaller amount of those with don't uni. The age group selected will low disposable income therefore the price of the product will be a heavy feature in this brief, but as this cannot be changed due to being set by the client ways around this should be investigated, ways to make the product more appeal against cheaper brands without changing the price.
Due to the target market being of this age mostly the drinking might be done at home or at parties or at festivals or in general areas not pub related, this is due to the price of drinks in bars and pubs being largely more expensive than supermarket or store bought versions. Often the market will go to 'pre-drinks' which is drinking store bought drinks before they go out clubbing or out in an attempt to save money, therefore the main way interaction the audience will have is with the bottled cider product line sold in supermarket or shops. The store sold product range should be focused on due to this, the brand should be promoted widely in general but this item range focused on for the target market.
The brief does not give a selected gender, so this outcome most aim at both genders equally.
Rewrote Brief
DEADLINE - 22nd March 5pm
Studio Brief
The client Orchard Pig, a the only Craft Cider Company on the UK but has issues connecting with the social media generation, ages 18-21. As the Client the brand have set this a problem that need to be solved via the creation of a engaging digital campaign that can either work across the social or focus on the use of one that allow this generation to connect with the brand.
The client aims for a outcome that showcases their brand identity and aims digital whilst allowing custom and customers to engage and interact with their brand digitally. The selling point for the brand is their PIG logo, this is the unique selling point so needs to feature in this outcome as the client as set this as the brand identifier. None of the brands competitors have created any interesting or captivating social media site experiences therefore Orchard Pig want to use this interaction as a way to set the brands aside from the rest. The social sites need to be explored to see how the target market use of this can be explored and exploited for the brands promotional work.
This is a few month long assignment therefore it's expected to produce a very well developed, polished piece of graphic design. Make use time planning carefully in order to ensure that the outcome can be produces along side the rest of the brief to be the best it can be.
Content considerations:
Research -
Social media use
Social media sites
Interactive Event Promtion
Interactive Sites
Interactive Advertising
Cider Branding
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