Assignment

Creating an ad

Script

‘Ultimate Freedom’

The world and beyond

Vespa

Eleni Meuffels & Lotte de KoningApril 13, 2015

RSG Broklede4 VWO

The subject and audience

• Vespa scooter

• Audience:

• Young businessman; suit, white shirt and tie?

• Romantic couple; nature and picnic basket?

• Teenager; freedom of movement?

basic concept is freedom;

feeling free to go wherever you want

The target audienceBest selling opportunities

teenager, largest group to buy a scooter

• Wants to be independent

• Detaches theirselves from parents

• Experience school as stupid

expanding the basic concept

but without excluding the other potential buyer

The basic concept expandedExpanding concept, by adding other key words

being independent

detachment from your surrounding

new discoveries

new adventures

pushing the limits

the world and beyond

ultimate freedom

but, be aware to exclude no one;

create the same feeling to all the audience!

(We want to sell to everybody!)

The image of the adTarget audience, the teenager

• Use icons on phones and tablets

• Use short text on WhatsApp and Twitter

• Don’t read

So, visualize the message

A poster

Location of poster

A high probability of seeing the poster

• At the entrance or exit of schools

• Bus shelters nearby school

• Hockey and football fields

• Entrances of shopping centres

The posterHas to visualize

• The concept

• The idea

• The thought

• The feeling

Has to represent

• Atmosphere

• Content

• Image

What should poster evoke

Accompanying music• Advertising and music are inseparable

• Appreciation of the music leads to appreciation of commercial and vice versa

• Key element in the song: RECOGNITION !

Song: ‘Born Free’ by Kid Rock, https://www.youtube.com/watch?v=bu3rsha1ZtI

• Can be used in shopping centre or at football and hockey games.

It shows:adventure

independency

detachment

discoveries

pushing the limits

new borders

the world and beyond

ultimate freedom

Andit feels like that you

can take it right out of

the poster to follow

your own dream of

freedom

Guiding human behaviour

Robert Cialdini and Steve Martin:

6 short cuts as universals that guide human behaviour

Scarcity

benefits

unique

lose

it’s all about freedom