My Below the Line advertisements placed in context as explained earlier.
Posted June 4, 2010 at 10:36pm
Experimenting with photoshop-ing my billboards into scenarios. It is difficult to find templates that are specifically located at petrol stations…
This is what I have come up with so far. The image is quiet small - so I keep searching for a higher res option, but if not this might have to be it!
Posted June 4, 2010 at 6:58pm
Decided the billboards were NOT working at all.
Text needed to be bigger, so it was read faster and more leisurely - the last ones were way too much effort - too much text and too small.
Here are my new and improved. I think this layout is much more effective.
Posted June 4, 2010 at 5:43pm
And last of all we have the billboard advertisements. To be displayed on billboards near/at petrol stations. Also possibly on boards you see when taking the slip lanes leading from/back onto the highway from a petrol station.
As explained in a previous post, aimed to target young men - encouraging them to be DIY handymen and save themselves some cash!
Posted June 4, 2010 at 4:47pm
You always find things when you’re not looking.
I accidentally found this advert while Google-ing billboard templates! It’s funny how closely related it is to my ideas for below the Line advertisements. Taking the idea of relating refilling your car to refilling the driver as well.
Posted June 4, 2010 at 3:48pm
Here is my mockup for a Guerilla advert. It is designed to provoke thought, and be a wake up call for remembering the extreme importance of good driving skills. It shows potential situations you could possibly end up in – and obviously advises against it! I feel guerilla marketing is a fantastic at to target my age demographic. At a young age, no one is interested in ANYTHING boring – things need to be unique, exciting and outrageous to get any sort of attention from a teen. It feel this installation is very successful at creating intrigue and therefore would make seeing this a memorable part of ones day. This in turn means “Shift” is remembered.
It seems the small upload is hard to read on screen… but it says “Dont end up here” this is spray painted in the ground, and the web address on the car. It is done with the orange Shift colour in a graffiti like style.
Posted June 4, 2010 at 1:30pm
Theory behind it all…
I have designed 3 print ads, directed at young women/girls that will be placed in magazines such as Cleo and Comso. These mags are common reads for the target age demographic, so I feel this is the best way to target them. These ads are all about saving time by learning to fix small car problems yourself, so you don’t have to wait on others to help you! I have directed these ads this way as it appeals to young women, to not be held back my vehicle trouble that they are unable to fix. We have places to be, people to see and fun times to be had! No girl wants to be stuck with a “broken” car. The ads share the common tagline of “Save TIME. Shift into life.”
I have then designed 2 billboards, directed at young men/boys to be placed on petrol station billboards. There are commonly mechanics located at petrol stations, so I wanted to tap into the fact that people already have ‘car maintenance’ on the brain. These ads are all about saving money by learning to do small maintenance tasks yourself, rather than paying a mechanic loads of cash to do something quiet simple. I have directed these ads at young men because it is very appealing to save all the money you can at this age - all the more to spend on socializing! Boys also take pride in being the DIY type. The ads therefore share the common tagline of “Save MONEY. Shift into life.”
I was originally going to design a TV ad - but I have since realized that I have sort of pulled that out of the blue! I have not established a reason behind choosing that medium for targeting my demographic. As you can see the last two mediums have purpose behind them, I feel they will be much more efficient at reaching my audience the way I want it too – not to mention in the real world; being more efficient to update and develop than a TV based campaign.
Posted June 4, 2010 at 12:28am
Here are my below the line Advertisements.
I know there are only supposed to be 2 Max - according to the brief… but I quite like them as a set! So not sure how ill get round that yet…
They are each designed to be placed on various facilities at a Petrol station. The idea being that people are already there maintaining their vehicles; whether it be filling up with fuel, checking tyre pressure or cleaning their windscreen - so I am targeting them to also think about maintaining the quality of the driver in that vehicle.
I have used words specifically linked to the placement of each ad – “inflate” to be hung on the pressure gauge, “Re-fuel” on the petrol bowser and “clean up” on the little window washing scrubbers! I have then added “…your driving skills” after the word to promote improving yourself as a diver.
This series or Below the Line ads are to market the advanced driving course, within the shift program.
Posted June 3, 2010 at 11:24pm
Refining headlines and ideas…
ABOVE THE LINE x 4
TV: x 1
Mentor/Mentee …create a storyline
Be looked up to
Be admired
Be idolised
Role model
Print: (Cosmo, Cleo, Dolly?) x 2
A dead battery doesn’t have to kill your plans.
A flat doesn’t have to deflate your night.
They’re locked in, doesn’t mean your locked out.
Petrol Station Billboard: x 1
Oil changes don’t have to be slippery situations.
DIY Car repairs
DIY Car service
DIY Maintenance
BELOW THE LINE x 2
Petrol Bowser: x 1
They fill your tank, we fill you with knowledge.
Car filled with fuel? Now fill the driver with skills.
Fillin’ your tank?
Re-fuel your skill set/knowledge/awareness
Empty tank?
Need a re-fill?
Car re-fuelled? How about the driver?
Fill up more than your tank.
Air Pressure Station: x 1
Pump up…
Low Pressure? Inflate your skill set
Inflate your tyres, not your ego.
Pump up your tyre, not your head.
Gauge your maturity
Low pressure gauge? How’s your self-esteem?
See how your maturity level compares. (Website)
Feelin’ the pressure?
Gauging pressure?
Inflate your driving skills
Window Cleaning bucket: x 1
Dirty windows? Clear your vision
Obstructed view? Improve your peripherals too
Need a clear view?
Can’t see through your windows?
Vision obstructed? Learn to see better.
Learn to better at seeing.
Re-focus your driving skills
GUERILLA x 2
Tyre Marks: x 1
Pedestrian crossing
Up gutters
Through stop sign
Through traffic lights
Car Part installations: x 1
Out of building walls
Graffiti – Don’t end up here
Posted May 27, 2010 at 9:29am
Just been working on tweaking print layouts some more! Here are a few examples of thinner stroke weight and improved positioning for heading and logo. I also tried a slight gradient adding a bit of darker colour to the bottom - epic fail, looked terrible!
As for Guerilla - still working on refining my ideas… Parking bright orange cars around the city sounds like fun! BUT I do need to come up with something with a little bit more substance than just that haha… I really like the potential behind putting bright orange tyre marks on the road - but I will get back to you with exactly how I plan to make that work effectively.
Posted May 19, 2010 at 11:27pm
Some more progress on the print ads after today’s class… I’ve come up with a few more promising ideas - some working better than others. One of particular concern is the one about locking keys in the car; as I don’t really want to advertise that we’re going to teach you how to break into a car to get them out!! hmmm more thought needed for that one. However, slowly getting there.
Posted May 10, 2010 at 10:34pm
…and here we have a another possibility for one of the ads. Hmm…not much to say about it - just that its not quiet working for me and I’m still trying to pin point why. Will get back to you!
Posted May 9, 2010 at 10:09pm
Here’s the mock-up I’ve created using the chosen Shift ‘“vector” visual style. I am currently working to building on the idea and develop different headings/line drawings.
Coming up with short snappy headlines seems to be the main challenge. I then support each headline with a fact in the smaller print down the bottom - and then the “Shift into life” tag line.
Work in progress…
Posted May 7, 2010 at 2:00pm
I have established the visual style I plan to use throughout my advertising campaign. It is strongly based on the Graphic language I developed for my pictograms, on Lissa’s Style Sheet. When designing these, I envisioned using the ‘one continuous line’ type graphics/imagery to create an animation – this has proven quiet handy as it translates into a nice idea for a TV advertisement. This visual style also works well on the other mediums and ties them all together nicely.
My work is cut out for me now; in coming up with a way to draw simplistic ‘car related’ images from single/minimal lines. The illustrations need to relate back to my headline ideas - like DIY car maintenance and simple skills like learning how to change a flat tyre.
Here is an example of the kind of line work I plan to use.
Posted May 3, 2010 at 10:23pm
Inside my brain…
OK so looking back in my visual diary (where I scratch down all my thoughts and ideas) I have noticed a change in my thought processes and aims for this advertising campaign – especially after speaking to Nathan about it all again this week. I thought I would document this change here.
Last weekend I still had to decide on exactly what it was that I wanted to advertise. With my topic it is quiet easy to go for the typical “don’t do stupid things when driving” “ be a safe driver” type options. It was the path I felt like I was falling into – but I wanted to avoid this. Not only is it over done, but I would have to come up with something original and NOT done before! Difficult.
I then moved onto ‘what other kind of ads could I create?’ I decided to advertise to get people into the Shift program itself. Rather than trying to influence young drivers through the adverts I create – I can lure them in to the course first! THEN drill “safe driving” into their little brains through the Shift curriculum and hands on experience J - ultimately achieving the same goal.
What would draw them in? What can I promote that is going to appeal to them – and not seem like “Hey kids come do this course to be a better driver!” …with no incentive and no obvious immediate benefits for them – it aint gunna happen!
Think Marijke! And after bouncing ideas around with Nathan…
The solution! - Advertising the smaller beneficial parts of the Shift program, like basic self-car maintenance and knowledge. It’s these little skills that are going to save you money and time, ultimately very precious things. What young girl wants to be stranded on the side of the road when her tyre goes flat - stuck because she doesn’t know how to change it!? And what young guy wouldn’t love to be able to undertake minor service checks on his car - instead of paying a mechanic $400 bucks to do it for them?
This time and money can be spent on things that are a lot more fun! And there; we have an incentive.
Posted April 23, 2010 at 4:40pm
