My radio trailer is around 1 minute 4 seconds long, this is suitable for a radio trailer as it isn't too long and doesn't drag on, but also long enough to catch the audiences attention. I have included various sound effects which builds tension throughout the trailer. I have also added background music which is a low and slow piano, it sounds eerie which fits my genre of horror. For my voice over I got my friend Blake to do, which was recorded in a quiet room where he practised the script before reading it, I also sent him a screenshot of the script so that he could read it whilst speaking. I lowered my background music to -20db and increased the volume of Blakes voice to +2db. I have shortened the the audio clips so that it fits and transfer nicely to the next one and on some audio clips I have made it fade out such as the scream to make it more realistic.
Ident
Poster
I made this image on affinity photos and used effects and layers to build my final version of the poster, I used a background picture of a graveyard to match the genre of my tv series, it also has a church in the background which is also in my series which hints towards what will be shown. I have added the BBC3 logo to allow the audience to know where they can watch the trailer, and iPlayer aswell. I have also got a 15 age rating picture in the bottom right to show the audience that it may have some explicit content.
I have also added my title of "look" and added a font called "". I also had text for the release date of the 26th of may. And the added the actors names at the top, have also added a gradient of black to red to make the text look more sinister and look more like a horror film, along with a outer glow to make it stand out. The nun in the background of the text portrays that the series will include nuns, which is why I have added a low opacity outline of a scry looking nun in the background.
Social media posts
Instagram
Tiktok
Twitter
For my social media posts I used zeeoub to generate the image of my posts that look like they are on the actual platform. I made the images on publisher photos before, I have copied the text from the poster to my social media posts, I took pictures of my friends and then cropped them out on publisher photo, I did this by rasterising and trimming then selected remove at the top then rubbed out the background of the images that I didn't need. I then added a fx to the images of Cuba and Blake, I clicked lighten and added black colour overlay to make them greyed out which I believe worked well. I also used the same text and photo of nun for the twitter post however I changed the size of both to make them suit the post better and differentiate it from the poster. I have used my ident as my profile photo on each platform to keep consistency in order to build a product/brand image and makes the series recognisable. this means when the trailer is released people will be able to search the name look up an find it easily. I have also included hashtags like "#look" to build awareness of the hashtags and also included "#BBC" and "#iPlayer" to show that the series can be watched on these platforms. I have kept consistent throughtout the posts by having an image of a nun on each post, this also makes the series recognisable, as it has use of a nun which hasn't been seen in a horror film before. By putting 2 of my characters in my twitter post I am able to show the star persona and hint towards what happens in the titles, the "#horror" also shows the audience that it is a horror series. My instagram post is the same as my poster, I have done this because instagram will be my most popular platform for my age range of 15-21 year olds, therefore I used the most effective/ aesthetically pleasing post to build the most awareness, for my instagram post I haven't included images of any of the actors apart form the nun, instead I have put the names of each actor within my series. along with the release date to build hype for the trailer, if I build more views and audience for my trailer I am likely to gain more viewers for my actual series as people who are interested in the posts will make sure to watch it the day it releases and if I make my trailer effectively, they will most likely watch the first episode of the series to see if they enjoy it, in my trailer I will be able to build actual tension and hint towards what the series is about and show that it isn't just a horror film, its about a friend group leaning to trust each other and the consequences of using drugs.
TV trailer - I have created a tv trailer for my horror film that will be shown on BBC3 and also will be put on my social media platforms (Twitter, Instagram, TikTok), a TV trailer will be effective for my genre as it can build tension which will attract attention to my series. My trailer will last around 1 minute 15 seconds but it will have credits etc so will round up to 1min 45s to a minute. The TV trailer includes a short montage of clips that build up tension (such as deep piano music building up, with scary clips like nuns running in a circle and black screen to a nun face and back to black with the aim of scaring my audience of ages 15- 31) and hints at what the series will be about, it shows all the characters so that the audience will recognise them in the series and sinister looking nuns with clips of the friend group defending Lucas from the nuns. It will show the use of drugs which I will need to review to see if the clips are usable for a 15 age rated audience. The trailer will also show the location (abandoned church) and get across the message to the audience that drugs may help at the moment but over time it will hurt you more and will discourage the younger audiences from using drugs such as weed to get rid of stress etc. This paired with a deep voice over and suspenseful clips building tension and a call to action of watching the series. It will include that the series will be aired on BBC3 and the trailer can be rewatched on their aswell, with my socials included at the end. I will make my trailer on Final Cut Pro and export the file as a 1980 x 1080 HD at 25 fps will be suitable for social media pages and television which BBC3 have told me to use.
This graph shows that my target audience has the lowest amount of people watching television weekly, and the highest amount if 65+, however this will be due to younger audiences using other platforms such as iPlayer which my trailer will be on, this is because they prefer watching things that aren't live as they aren't interested in live tv.
Radio trailer - my radio trailer will include special effects such as lighter noises, deep eerie piano music, and footsteps etc to add suspense to my radio trailer, the main voice over explains the key points such as Lucas having skitzophernia which my radio trailer raises awareness on mental issues and that you should always be kind to your friends as you don't know what they are going through, it will also mention about the sinister nuns and dark consequences of using drugs to highlight my point of discouraging younger audiences from using drugs and also allows the audience to build an image in their heads of what the series will look like. My radio trailer will be streamed on BBC Radio 1, 2, 3 to boost the views/reach of my trailer. BBC Radio 1 will be the most effective as their main demographics are 15-29 year olds, radio is the third most used media for my demographics of 15 - 31 year olds
I will also be advertising by using billboards, using billboards helps widen my audience as it includes everyone that drive past it (my billboard will be on a main road) so it will include all demographics. My billboard will have my social media pages on so people can view more online and I can build recognition. It will be a scary and sinister image in order to gain attention and catch the eye of my audience and make it recognisable by using an image such as a nun with the main title "Look" in big writing. If I design my billboard well in a way that will gain attention a pick a good location for my such as near a university or main city/road so that I can target my audience of 15-31 year olds, advertising outside a university will be good for age ranges of 18-23 which is a good demographic for my series. I will have the release dat and where to watch the trailer so that the trailer can be watched.
I will also use social media to advert my series, the platforms I will be using are Tiktok, Instagram and twitter and YouTube. These platforms are suitable because they have similar demographics to my audience which helps me target them and directly post to my target audience. Th best times to post are 4pm on Mondays to Fridays and 10 am or 5pm on weekends as this is when most people use social media. Social media is suitable for me to promote because it has no cost and I can share the post with anyone around the world, widening m audience allows me to gain more views and therefore boost my social presence and build a recognisable brand//series. BBC3 also use social media a lot to promote, this is due to their target audience mainly use social media as their main source of media, this allows them to gain the most amount of viewers as possible.
These charts show that my platforms have a wide audience and my ads will reach above 20% of the people using my platforms will most likely see my advert, the percentages of male to females is fairly balanced however this doesn't matter to me as my series is targeted at both genders.
The brief is in place to create my advertising campaign, as well as to inform / educate / entertain, my younger audiences in my case i will be informing my audience about the consequences of using drugs. My series and adverts will be able to be watched on the BBC iPlayer and each episode will be released one week apart. The target audience of the show is 15-21 year olds. The brief mainly states that my series and ads must be overall budget of £15000, each part of the promotion campaign must obey the rules and regulations needed. There needs to be 3 different mediums.
Aims & objectives
The aim of my TV series is to disencourage the use of drugs on younger audiences and the way i will show the drugs will be in a negative way, and instead of using drugs speak to people about your problems and hopefully encourages my audience to check on their friends. My main aim is to increase my views on my series and break even. My main objective is to bring more viewers to BBC instead of BBC's competitors and to hopefully help my target audience (15-32 year olds) to have better mental health in the future.
Information about my advert
My TV advert will be around a minute and 15 seconds long and it will be a montage of all the intense clips and will be hint towards the last event but then it cuts to black, each clip roughly 2/3 seconds to keep the audience on edge and entertained. This gives my audience a sense of suspense and build up for the big event which they dont see in the trailer which makes them more likley to watch the series when it comes out
Target audience
My target audience is 16-31 year olds, within this age group the most watched TV drama series watched are "Peaky Blinders" and "Breaking Bad", which are both comedy and action, my series will also be a comedy as it is a hybrid genre between horror and comedy, by using this i can keep my audience entertained whilst building up to the last event, the suspense will build through the film, by using low and quick angle shots in suspenseful scenes.
Demographics
15 - 32 year olds, this age group fits my genre well as they normally enjoy suspense films and thrills, this allowed mid - 30's people to also be able to enjoy the series aswell. I have a balanced gender appeal however horror as a slightly more male audience, however the nun aspect may attract a few more women to the series than normal.
Methods and platforms
I will include TV, social media, and radio adverts to promote my series, most of which will be shown on most BBC channels / platforms. My TV advert will be around 1 minute long and it will have quick, suspensful clips to appeal instantly to my audience and gets them excited from trailer, building the awareness and want of the series which builds hype. My radio trailer will talk about the key aspects of my series, which will be about discourage younger audicnes from using drugs and hopefully better young peoples mental health, it will explain the narrative of the series. My print media will also be converted to digital to be posted on social media, the posts will have different backgrounds but will have the main title / logo of my series on all of them and wil have a link to BBC to watch it and boost their users. I will use instagram, tiktok and X (Twitter)
Pertinent issues/concerns
Some concerns i may need to think about are;
Drug use - the legality of weed varies in different countries, so i must make sure the use of weed aligns with the laws in the countries that i air onto. there is also a age restriction so i will have to comply with BBFC rules of showing weed in a negative way
How i show the nuns - i will need to think about the way i show nuns in my series as i wont be able to show them in a scary or horrofiying way, instead i will show them as a regilous and respectful actors in my crew. I will need to be careful of the symbols and images i show related to nuns because it may be seen as disrespectful if i mispresent them in a bad way.
Trespassing - i will need to ask for permission to film in most locations that i film in and make sure i am allowed to be on thier property, i will do this by emailing or calling the locations im using like the ilkley graveyard.
Ethical - i will need to be respectful of the religions im using and i will not show any negative images of the nuns, i will also include all cultures and races in my series to make it equal and respect all of my audience.
Seasonal - i would like to release my series during the winter near halloween as it will be the best time and fits the genre of my series, as my film will be dark and mysterious and will most like be filmed in winter aswell
PowerPoint - proposal
Campaign schedule
My series will not all be released at once, i will make teasers for each episode and post when it will be live on BBC3, they will be released every sunday to be watched live and then can be bingewatched. The teasers will include small clips of what is happening in the episode, after episode 1 i will have Q&A's with my actors and they will be recorded and put on social media, it will be streamed at around 10am on sunday, this is good because majority of my audience will be on TV and with family. I will do my social media posts every friday and saturday at 10am or 3pm as this is the most common time for my audience to be online on the platforms im using.
Gannt chart
Moodboard
I have mentioned my tagline and slogan within my powerpoint above
the aims of the trailer was to showcase the escalating tensions and conflicts among the team and police, it highlights the character development and relationships, especially under pressure. Featuring intense and dramatic scenes to captivate the audience. Providing glimpses of key points to intrigue viewers without giving away too much. It does promote a new product of an existing product, but it has changed alot as the tension builds from the police upgrading the units however the hiest was fully planned out. and they also want to carry on the viewing figures of the series, which they have done well by getting feedback and developing part 2 to these reviews.
Objectives
the objectives of this trailer was to generate excitement and build anticipation for the continuing parts of the series, they have done this well in the trailer by showcasing risky and intense scenes. They also tease the key point for developments and provides a important plot twists and character arcs without revealing too much. It highlights character dynamics and focus on the pros and cons of the heist team and shows some of their weaknesses. They also emphasise the high production values, including acting, music, and maintainer thier current viewers.
Target audience
Their target audience, is primarily young adults (18-45 year olds) due to the fast paced and character development will appeal to this age group. both males, females although there maybe more males than women watching the series due to action and crime interest men more than women. This audience will range for income level, mainly those with disposable income for streaming services such as Netflix. The series is popular worldwide in Europe, America, Asia mainly. The series is mainly for binge watchers, with cliffhangers and continuous narrative arcs to encourage the audience to keep hooked to the series. They will also be people who enjoy high stake drama and action, and the audience will enjoy the diverse plot twists.
Slogan
The "The Heist Continues: Every second counts" is the main slogan for the whole series however, this part did have its own slogan called "Unfinished Business: The Plan Unfolds". Which hooks the audience because if they watched the first one which the audience tends to do they will be hooked by this slogan as "Unfinished Business" shows there will be more actions scenes as they try to find a way out of the bank.
Key messages
The USP is that they have unpredictable plot twist, which is shown in the trailer when it says "expect the unexpected with mind blowing twists that keep you on the edge of your seat", and their complex characters with different backgrounds and we see some of the characters history to see how they have developed, there's lots of intense actions scenes. it also allows the audience to escape (escapism and adventure) and keeps the audience on the edge of their seat.
Approach
They used shock advertising because it suits the genre better than celebrity endorsement, this is shown that they use shock advertising in the trailer where we see intense and dramatic scenes, which captivates the audience, they showcase some of the plot twists and makes the audience eager to see the new series. It also has other elements of shock advertising such as cliffhangers (it allows the audience to be on edge and they want to know what happens next), and using memorable visuals such as intense confrontations or high tension moments during the heist.
Call to action
They have many call to actions in this trailer such as, watch now "Part 2 is streaming now on Netflix. Don't miss a moment", they ask the audience to set a reminder - "mark your calendars and set your reminders the heist continues". they also encourage people who haven't watched the first episode to go and watch it now.
House style and consistency
The colours are mainly red, black and suspenseful atmosphere they always were red suits and a famous Dali masks. They use strong, bold fonts and sans-serif fonts that are easy and accessible, is it consistent through size, placement and animation. They use fast cuts and transitions, ensuring character development and behaviours. They also use constant flashbacks, time jumps, and a non-linear narrative structure.
Representation
The representations in money heist part 2 is focused on smart and quick criminal "masterminds". they have different stereotypes of mindless/careless and ruthless criminals. The team includes both men and women, they each have different capabilities, with strong character development. The police figures aswell have different stereotypes and we see how the different character develop, adding importance to their roles. Within the heist team there are various different background, and mainly is represented by cultural stereotypes in order to build the character. Which if all is done well, it creates a dynamic and engaging narrative.
Campaign logistics
The trailer had many key phases which include teasers, they introduce small clips of intense scenes in order to build anticipation and gain attention, the trailer was released Mar 29, 2018 and the actual series was released on the April 6th, which is a bursting campaign technique. It shows the key plot points such as how much they made in the bank, and how they are planning to get out of the bank. They do posts on social media, such as platforms Instagrams, Twitter, Facebook, behind the scenes content.
Choice of media
They have use many different platforms in order to promote the series, this is so that they can reach their target audience effectively. It is promoted heavily on Netflix and is shown on Top Picks, which allows more people to see that the series is available and are more likely to watch the series if they enjoy the first trailer. It is also uploaded to youtube, which matches with the wide customer base and they are able to attract a wider audience. They also use other platforms to promote, which include; Facebook, Instagram and Twitter, which will be because they are able to attract the younger audiences that use these apps a lot. They also used other TV spots and for the first series they were on online news, and other known websites to cover traditional media techniques. Thi allows them to have full coverage of their audience and they are able to reach everyone they intend.
Relevant legal and ethical issues
Legally, the producers have to make sure that they dont break any copyright laws and ensure they don't use any images or music that they dont have permissions for. They must avoid misleading or gore/inappropriate content. In terms of ethics the producers must keep violence on a low, and crime on a low (dont show much violence and crime), especially with younger audience they must avoid these things because they might get influenced by the actions seen in the series. They must also avoid stereotyping as it may be seen as unethical, and ensuring all cultures and beliefs aren't offended. However it is rated a 18 so this means that the regulations will be less strict and they may be able to show more crime and violence than they would if it was rated a 15.
Regulatory bodies
To keep within ASA they must be careful what content they sow, for example they must not mislead the trailer and it must be relevant to the series, it must also be targeted appropriately to ensure it is shown to thier suitable audience (18-25 year olds). Interms of OFCOM's regulations, they must be careful with wat language they use, the amount of voilence and sexual content shown in the trailer because it may be shown to younger audiences who shouldn't be seeing images like sex, voilence etc. They must also ensure that it doesn't harm or stress the audience and avoid sensitive subjects. BBFC would make sure that the age classification is correct, for example money heist is an 18 so they have more control over what they show in the series and the regulators may be more lenient. BBFC reviewed the trailer because it has voilence, sensitive language, sexual content.
Print media
This media print advert hints towards the same things as the tv advert as it shows the bank (the white outline on the screen) and has all the main characters in the background, which builds on the character development and makes the viewers wonder what will happen, especially since there is a table behind them, which hints towards them plotting how they are going to rob the bank and the plans they have made.
Furthermore, this poster hints towards the tension and action that will happen in the series, the police are the closest characters who are aiming at the main characters / robbers of the series. Along with the robbers shooting back at the police, with formation as if they have planned it. They also have 2 people on the right which seem to be arrested and hand cuffed, this make the viewers want to find out what happened and how they got arrested. this action being shown in the poster is also shown on the trailer. it also has the release date and the Netflix logo to allow the audience to know where to watch the trailer and new series. Which allows the business to build awareness and hype about the new series being released. They have also used an effective tagline to build further tension to the poster, which says "when everything falls apart, the real plan begins" this makes the audience who have already watched series 1 want to find out what happens next, especially since they thought they have been watching the heist plan unfolding also end, but in reality it has only just started. This also makes people who haven't watched the first series want to watch it to find out what happened to allow them to follow along with the new series.
This shocks the audience by showing a upsetting and brutal photo of a young child with a needle in his hand and they are asking people to raise money to help children such as these. The child is in a dark room with something like a rope in his mouth and around his body, and a needle in his hard, which shows how deprived he is. target audience is mothers as some of them can picture thier children in this situation and would never want that to happen so they send money in order to help children like this. In the financial year of 2022-23 our total income was £315.3 million. So the adverts have been very effective as shown but thier fundraised income. This will be because the adverts are very relatable for mothers and they have a hard feeling for young children because they are meant to look after children.
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