D2: Comparing my product to the client brief

The client brief

Have I produced an advertising campaign?

     The aim was to create a cross-media advertising campaign which is various adverts being presented in different ways. On the basis of this I accomplished the task as I used more than one type of advertising, I made a radio advert, posters/billboards, social media interviews and a short trailer. I believe that my advert would raise a lot of awareness although there is a big looming question that the audience would have of "What is it?" since at almost no point throughout all the advertising is it clear what the show is about. This is an issue that realised whilst in post production. I realised that although I - along with the people around me - knew exactly what it was about, when I was to show other people, I had to explain the premise of the show which isn't ideal for a shows advertisement. However, despite this I do strongly believe that the vast majority of my advertising will be suitable enough for purpose of intriguing the audience and making them want to find out more - even if it is a little confusing for them. I know that I could improve this by trying to make the story-line of the show and tone more clear without revealing too much.

Target audience

     BBC Three's target audience is primarily for people between the ages of 16 and 34. My target audience for Promised Land is broader than the typical audience for BBC Three (aiming at people between 16 to 45) however I believe this could work to my benefit since it'd be something fresh for the BBC Three audience. All the promotion I made covers at least a small age demographic of the age range with the social media, YouTube and Vimeo interviews aimed at the younger end of the target audience (16-26) as they are the age range that use social media the most. The trailer is also aimed at the same audience and people that are older as well (16-36) where as the radio advert will mostly be shown on BBC Radio 4 whose target audience is people between the ages of 35 and 54. The most effective method however is the posters and billboards as they are can be seen by anyone who goes into the city centre or uses public transport. I think I've done everything that I can to appeal to the target audience and have used the right methods of promotion to appeal to as many people within my target audience.

Message

     As mentioned before, I think the message is really weak in the promotional material I've made. The trailer and interviews don't mention what channel the show will be shown or when it'll be available for viewing. The trailer and the radio advert do little to give the message of what the show is about which would leave the audience clueless and confused rather than the element of intrigue I wanted it to have. I wanted the promotional material to give the audience a feel of what the show was going to be like while also introducing the characters all in a new and diverse way. However, with the poor quality of some of the footage and sound in some of the advertising, I feel like I lost this. Despite all this I believe I did a good job with the radio advert which does give some information about what could happen in the show as well as informing the listener the day of release for the show. The print advertisements are also really good as the quality could pass as genuine BBC Three quality as they're all clear 4K pictures. I tried to include the message in the interviews by asking the actors their thoughts on the show but in hindsight, I should've done one with myself answering the questions because I would be able to explain the details in more depth. I believe I could have improved the message by including more content from the how or by ensuring that some of the dialogue I used referenced what happens in the show, this would make the promotional material much more understandable.

Legal and ethical

     I'm not worried about being in trouble for intellectual property because the concept of the show is my own idea, in addition to this I have tried hard to ensure that there are minimal brand names being shown in the promotion. There is no worry for breaking any copyright laws as all the content I used is original and the sound effects I downloaded are all copyright free. I chose not to use any music so that was never a worry for me. All the information shown and said in the promotions are factual meaning I am not infringing any of the ASA's rules and regulations. I think I have a good balance of representation with both white and black characters with a range of ages between them and both men and women.