Existing Cross-Media Advertising Campaign - P1

 P1 - Advertising Campaigns

Aims

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. 

 Advertising theory

Shockvertising

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. 

 

 

M3/D1 - Unit 21

 M3 - Unit 21     

Black - Original answer and question

Green - Improved answer

Red - Why feedback was useful

What genre is your show?

Because you seem to have two narrative structures happening at the same time you have the person going missing and you have the horrifying creepy nuns. I think you need to decide which it is. Is it that you are creating this horror style drama where you have this order of nuns that are creating rituals, et cetera or is it that you have a mystery of somebody going missing that you are then , figuring out what happened I think you need to pick which one of those

The main narrative will be that the friend group don't trust Lucas when he says that he sees things since hes skitzophenric, and he sees a nun and gets caught by the nuns and he goes missing, the nuns dont do anything but try to turn him into one but the narrative will mainly be about the friends consequences of using drugs. this feedback was useful because my series will not be at risk of discrimination against nuns which will appeal to more people and wont be seen as discriminative series, in my series i will not have any bad comments about nuns and i will have nun outfits

You’ve mentioned a lot of cliffhangers happening at the end of every episode. Can you give me examples of those?

For instance, at the end of episode one are we going to see a creepy nun? Grab a teenage boy so we don’t see what happens to him? Are we going to see a bunch of blood and not know who’s blood? It is? Are we going to see a bunch of people screaming and don’t know what they’re screaming at.

 At the start Lucas will have his first skitzophenric  attack, where he sees things that arent there and ends up in hospital, then after a week he comes out with his friends and they all smoke, which helped lucas at the moment but later on we see the consequences, each episode will hear a noise and sudden movement on the camera and the episode will go black and in the next scene we see lucas in a hospital bed. this feedback was useful because i now have a clear understanding on wat types of cliffhangers i will be including in my series. such as a scream in the end of the first episode and it will go to black

If you’re gonna go with a horror theme, you need to think about what conventions you’ll use. for instance you’re obviously using jump scares to make the audience build in anticipation. You also seem to have the theme of drug usage or “sin” causing death destruction or pain to the character.

 I will show drugs in a bad why so that it discourgaes young audiences from using them, it is informative and links to users and gratification this helped me to understnad that i cant use/show drugs as much as i wanted to in my series because it may encourage the younger audience to do drugs, i will show the repercussion and will not glorify the use of smoking. I will do this by showing the harmful impact of smoking weed and will go to the POV of lucas where he sees things that arent there and we see how paranoid which link to my theme of horror

You also mention the long-term effects of drugs and how that can cause schizophrenia how are you gonna accurately portray this?

Weed is linked to causing skitzopheria, and lucas already has it after all the friend joking about it for years, he has his first breakdown and no one knew he was actually skitzohpernic. And itll show how lucas acts normal when hes sober but when he smokes hes very scared and ovetthinks etc. this feedback helped me to understand how i will be showing skitzopernia because the way i was going to show skitzophenria may offend some people however now i can show it without having to worry about people being offended and his friends will be helping him to encourage the younger audience to help out friends 

Are you gonna make sure that you have a mental health advisor on set in the writers room in order to make sure that you aren’t being stereotypical in your representation? Also think you only need to have one character with schizophrenia at the beginning of the show as a post to All the characters have schizophrenic breaks further in the show I think having that character with schizophrenia struggling with that that is the quality story. They’re seeing his parents deal with managing his seeing him pushback at wanting to be notable seeing him the difference you can be when you’re having a schizophrenic break and when you’re healthy mentally the difference in that person can be massive and how that affects the people that love him, maybe he’s not schizophrenic before the show but maybe that’s what happens in episode one and we see his manic Ness manifest in these nuns only for us to was left on the cliffhanger in episode six as to whether or not they were part of his schizophrenic break or whether it was like a joint delusion or if they are real.

 At first lucas is shown as a normal teenager and not a scruff like the others in the friend group, but when he smokes outside the church, he has his first breakdown which triggers the disruption. this feedback helped me to build my friend group characters and have a clear on the way i show the friend group and build the character through showing their old activities and we see some of the friend groups family and past experiences 

Are you narrative or character based?

Mainly narrtive based, because my aim is to discourage young audiences from using drugs, however the character backgrounds will link in aswell because we see how it makes them upset and shows us why they chose to start smoking this helped me to understand how i will build the story of my narrative and how i will show the friend group and build their character through how they act in the scenes 

You have a lot of narrative happening here which could mean that your narrative driven and if so you need to figure out what those really clear lines of narrative are so that you’re not getting your themes crossed over where is if your character-based you need to pick that main character who struggling with schizophrenia and you need to focus on that and that alone and how his mental health issues can affect everybody around him personally I think that’s the strongest story having hints at the nuns later on.

Yes hes only seen as someone who struggles when he starts smoking at the church, after his breakdown and interaction with the nuns he is seen as a very quiet and scared person and doesn't talk alot, however his friends support him rather than bullying him like they did before the breakdown this creates a good ending to my series, this is because i am able to show that people can be happy without the things they are addicted to if they are able to over come the challenges they have in life

My reflection 

Overall, I believe my pitch went well, i had a clear understand on what my narrative would be but didnt have a full understanding on how i was going to potray my friend group, however now i know that i will include females instead of just males in my series. I had a clear understanding on how i was going to show drugs in my show, which will be fake props and will not be shown in a good way to discourage my audience from using drugs. I knew how i was going to show nuns in my series. I was confident throught my whole pitch and answered the questions as well as i could, and i have made changes from some of the quesrions i was unsure about.

M2 - Unit 21

M2 - Unit 21

Potential Questions

• Are you worried that you may offend people by talking about schizophrenia? 
• No i will show how it can have benefits and its not mainly about schizophrenia its more about the repercussions of using drugs and skitzohprenia has involvements with weed so it will link well, it will show how it affects his everyday life but it wont be in a negative way
• What other media texts did you take inspiration from?
• Suits, IT, Friday 13th, they are horror films that have inspired my idea but then it links to suits because it shows the consequences of using drugs so my series will be informative 
• How will you market your idea 
• A new series will release each week on BBC and when the whole series is done it will be uploader to iPlayer so that people can bingewatch, i will also have many social media posts and there will be billboard in popular areas such as leeds trainstation. There will be a radio trailer aswell they i will make and put it on social media and it will also be played on the BBC radio
• How will you create it with such a small budget?
• I will use clothes that the actor already own so that i dont have to buy costumes since it is a sterotypical teen group of friends. I will use public locations once i have permission so that i dont have to pay for the location, and i wont include that many songs, i will aim to use a popular song aatleast 1 every 2 epsidoes
• What is the aim of your idea?
• My aim is to keep my audience entertained through jumpscares, comedy and overall i want them to see the consequences of using drugs heavily, which is why it is called look as the younger audiences need to relise how serious it can be and they should ruin thier lives from a young age.

What genre is your show?

Because you seem to have two narrative structures happening at the same time you have the person going missing and you have the horrifying creepy nuns. I think you need to decide which it is. Is it that you are creating this horror style drama where you have this order of nuns that are creating rituals, et cetera or is it that you have a mystery of somebody going missing that you are then , figuring out what happened I think you need to pick which one of those

The main narrative will be that the friend group don't trust Lucas when he says that he sees things since hes skitzophernic, and he sees a nun and gets cought by the nuns and he goes missing, the nuns dont do anything but try to turn him into one but the narrtive will mainly be about the friends consequences of using drugs.

 

You’ve mentioned a lot of cliffhangers happening at the end of every episode. Can you give me examples of those?

For instance, at the end of episode one are we going to see a creepy nun? Grab a teenage boy so we don’t see what happens to him? Are we going to see a bunch of blood and not know who’s blood? It is? Are we going to see a bunch of people screaming and don’t know what they’re screaming at.

 At the start Lucas will have his first skitz attack, where he sees things that arent there and ends up in hospital, then after a week he comes out with his firneds and they all smoke, which helped lucas at the moment but later on we see the consequences, each episode will hear a noise and sudden movement on the camera and the episode will go black and in the next scene we see lucas in a hospital bed.

If you’re gonna go with a horror theme, you need to think about what conventions you’ll use. for instance you’re obviously using jump scares to make the audience build in anticipation. You also seem to have the theme of drug usage or “sin” causing death destruction or pain to the character.

 I will show drugs in a bad why so that it discourgaes young audiences from using them, it is informative and links to users and gratification

You also mention the long-term effects of drugs and how that can cause schizophrenia how are you gonna accurately portray this?

Weed is linked to causing skitzopheria, and lucas already has it after all the friend joking about it for years, he has his first breakdown and no one knew he was actually skitzohpernic. And itll show how lucas acts normal when hes sober but when he smokes hes very scared and ovetthinks etc.

Are you gonna make sure that you have a mental health advisor on set in the writers room in order to make sure that you aren’t being stereotypical in your representation? Also think you only need to have one character with schizophrenia at the beginning of the show as a post to All the characters have schizophrenic breaks further in the show I think having that character with schizophrenia struggling with that that is the quality story. They’re seeing his parents deal with managing his seeing him pushback at wanting to be notable seeing him the difference you can be when you’re having a schizophrenic break and when you’re healthy mentally the difference in that person can be massive and how that affects the people that love him, maybe he’s not schizophrenic before the show but maybe that’s what happens in episode one and we see his manic Ness manifest in these nuns only for us to was left on the cliffhanger in episode six as to whether or not they were part of his schizophrenic break or whether it was like a joint delusion or if they are real.

 At first lucas is shown as a normal teenager and not a scruff like the others in the friend group, but when he smokes outside the church, he has his first breakdown which triggers the disruption.

Are you narrative or character based?

Mainly narrtive based, because my aim is to discourage young audiences from using drugs, however the character backgrounds will link in aswell because we see how it makes them upset and shows us why they chose to start smoking

You have a lot of narrative happening here which could mean that your narrative driven and if so you need to figure out what those really clear lines of narrative are so that you’re not getting your themes crossed over where is if your character-based you need to pick that main character who struggling with schizophrenia and you need to focus on that and that alone and how his mental health issues can affect everybody around him personally I think that’s the strongest story having hints at the nuns later on.

Yes hes only seen as someone who struggles when he starts smoking at the church, after his breakdown and interaction with the nuns he is seen as a very quiet and scared person and doesnt talk alot, however his friends support him rather than bullying him like they did before the breakdown 

Overall i believe i presented my pitch well because i had flashcards to help prompt me and i also changed my final draft to make it more simple so its easy to understand for my audience, this means i could still across my key points whilst still keeping the pitch brief. I also included images on my slides to help the audience understand what i was talking about and included images of my actors within my presentation.

I improved the way my pitch looked, before it was blank with just writing and it was too krammed, however in my final pitch it had more images and less writing but i still had enough to read on my flashcards to get across the key points, i improved my episode breakdown alot by explaining the key points such as the disruption instead of explaining it in depth which keeps my audience hooked. 

 M1 - Unit 21

I have chose look out of all these options. This is because it will be the easiest to film and easy to keep within budget because there won't be as many visual effects and soundtracks, which means I can keep my costs low, I can also film in local locations to keep on my budget and use more on the equipment so that the quality looks good. I cn film in ny graveyard aslong as I get permission, whereas in the other ones I would have had to use paid locations and may have had to close down some streets in order to film forged. Mirror would have been very complicated to film because it would have a lot of transition into other locations meaning I would have to spend more on the locations. LOOK is also better because it is a hybrid genre where I can keep my audience entertained whilst still keeping them on edge and scared. It also raises awarenesses for problems that a lot of people have and shows the repercussions of using drugs that while they may help at the time, it will come back and be worse. 

 P4 - Unit 21 

I used the flashcards as seen in my pitch video, I didnt write much on them it was just to guide me through the slides and it was summed up, i read the key details such as my episode breakdown from the power point and looked up to engage with my audience regually. However i didnt mamange to get photos of the flashcards. 

I also used prompts such as these to help me with episode breakdown and my proposal, I also wrote short sentences on my flashcards to help me remember key points of each slide