Universal Production Music Has Rebranded Its Product from 2B to 2C This Year
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Table of Contents Introduction························································································3 TVC·································································································· 4 Commentary············································································ 4 TVC Storyboard········································································· 6 Blog··································································································9 Commentary············································································ 9 Blog Demo············································································· 11 Twitter·····························································································14 Commentary···········································································14 Twitter Demo·········································································· 15 Instagram························································································· 16 Commentary···········································································16 Instagram Demo·······································································17 References························································································ 18 Introduction Universal Production Music has rebranded its product from 2B to 2C this year. This portfolio will help Universal Production Music build a connection with public customers. The key message is, “Bring your stories to life with the power of music”. It means you can find any music in Universal Production Music to suit your mood. The new brand personality will be built with inspiration, creation and emotion to match its new target audience, “creator”. It will be shown on different platforms in different ways. These creative content needs to be rolled out over two-months from late-October to mid-December 2017. There will be four pieces of media content in this folio to convey the brand key message. TVC is central to the whole campaign since it covers most of the audiences. It will show the key message directly. A web blog should be created to convey the message constantly. Since the period of this campaign is close to Christmas, the blog post shown in this folio will be used as a hook. The content of Twitter and Instagram will be consistent with the blog post and TVC so that they can promote each other. Since all the parts are related to each other, the target audience segmentation will be justified in the first part (TVC) commentary and the purpose of all pieces will call back to the main objectives of this campaign. TVC Commentary Reflection From the feedback of my tutor and the peer review, I realized that I did not do enough research on my target audience. My narrative is more about what I want to give them, not what they want from me. On the other hand, it did not closely relate to the brand’s key message. Therefore, this time I made the main character a designer who works in an advertising or art industry. I learned their characteristics and made it connect with Universal Production Music. The key message of this new video is the same as the brand key message. Purpose 1. Showcase the talent behind Universal Production Music and the brand personality. 2. Drive awareness towards the brand’s key message by helping people use music to set the mood at work. 3. Increase downloads by 2% in iTunes and increase views of its website by 2% as well. Main message Bring stories to life with the power of music. It also conveys the brand personality, which is characterised by creativity, inspiration and emotion. Justification: According to the BARB ( audience measurement organisation) study (2016), there are still over 87% people who watch TV more than 40 mins per day. Over 90% of audiences are 16-45 years old. The target audience of Universal Production Music is 25 to 45 years old. These statistics show this channel (TV) can cover all of the target audience. Accordingly, the target audience of this part is the same as the brand audience. They are creators who work for the arts or advertising industry, or own a small business. According to Stillman (2013), creative people have seven typical characteristics; they are imaginative, creative, motivated, ambiguous, flexible, emotional and picky. As for the work attributes, Dorn (2017) proposed that the people who work for the arts or advertising industry like advertising agencies are always under high workload and pressures. They need to stay up late to create some ideas to meet client needs (Dorn, 2017). In addition, these features are also found in small business owners. The pressure on them is even stronger since they decide the fate of their companies (Duff, 2017). Therefore, inspiration and creativity is really important to their work life. The whole idea of TVC is based on the target audience analysis that they all need inspiration and creativity to cope with their high load works. Character, place, and time are key elements of a narrative. The protagonist is a designer for an art company, the place setting is an office, and the time setting is 3am. This setting accords to the target audiences’ real life and can easily resonate them. The event is that the main character lacks inspiration to design which can happen to any creators in reality. To solve this problem, the items come to life to help him. Creating this imagination is because the target audiences are more easily attracted by some creative ideas than a simple story. Universal Production Music is the reason that items come alive. This plot can present the brand personality, which is inspirational and creative. According to Andrea (2012), an open-ended story can arise more engagement from audiences. Therefore, the story ends when the music stops, all the items come back to normal and leave the brand to explore naturally. It also leaves space for another advertisement to follow this so audiences can find out how the music can be used in a work day. The items come to life with the previous design because the music is just like the brand message meaning. Therefore, the impression of the brand message can be deeper. Music note: The music chosen is “Sky is Falling” from the album “Art of Songs”. The album suits the target audience. The music starts with a gentle sound which suits the silence of midnight and the mood of the character, which is anxious, upset and tired. Later the music becomes up-beat which can reveal the character’s mood change to surprise and curiosity. The climax of the song is cheerful which reflects the joy of creation. Character note: The ideal protagonist is Jonathan Daniel Hamm who played the main character in “Mad Men”. That TV series used to be seen as “one of the greatest TV series” and “the textbook for advertisers”. He could recall audiences’ memories and use the power of icon. TVC Storyboard SCENE: 1 (0-3s) PANEL: 1 ACTION: A close-up alarm showing 3 am. A man sitting in an office alone, drawing pictures quickly and anxiously. There are a lot of discarded pictures around the desk. FX: No background music, just a clear sound “Tik - Tok, Tik - Tok”. SHOT: Shot close-up (focus on the alarm) and then to tight-medium (show the background and the man). Eye level angle. The background gradually gets bright. SCENE: 2 (4-7s) PANEL: 2 ACTION: He sinks feebly in a chair looking exhausted and upset. He picks up his phone and presses the “play” button on the screen. The playlist’s name is Universal Production Music. Then he leaves the office to make a coffee. FX: Music starts when he presses “play”. SHOT: Tight medium shot, eye level angle at the beginning. Pan to close-up and point-of-view angle to focus on the phone when he presses the button. Then pan to medium shot and eye level angle when he is going to leave. SCENE: 3 (7-14) PANEL: 3 ACTION: When he goes back to pull open the door, he finds all the papers he drew and the pencil comes to life! The pieces of paper all stand on the desk. Some designs are wrinkled and some are unfinished. The pencil looks like a leader around the design papers. FX: Music SHOT: Full shot, oblique angle from the man’s perspective (who stands at the door), focus on the desk. SCENE: 4 15- 23s PANEL:4 ACTION: The man walks to the desk. The pencil and paper see him and wave their hands to say “hi.” The pencil gestures and talks about the design idea with him. (For example, the pencil points to the first picture and the second picture. It then holds its hands together to express combining the two pictures together.) They start to work together on the design. FX: The music still goes on. When they start to work together, it changes to double speed. SHOT: Medium shot, high angle from the man’s perspective. SCENE: 5 23-29s PANEL:5 ACTION: With the pencil and the pictures’ help, he quickly finishes the design. When they are celebrating the success of designing, the phone runs out of battery and the music stops. Suddenly, all the pictures and the pencil go back to normal items. The man leaves with a shocked and unbelieving look on his face. FX: Music to Silence SHOT: Tight Medium shot, Eye level angle, audience can see their happy on the faces. When the music stops, the shot zooms in from a tight medium shot to a reaction shot. It shows the man’s face clearly. SCENE:6 29-32s PANEL: 6 ACTION: The logo of “Universal Production Music.” Key message “Bring the stories to life with the power of music”. FX: The scene fades out and just leaves the title. Silence. SHOT: N/A Blog Commentary Reflection From the peer review in week 7, my previous blog looks similar to an advertorial. I restudied and learned the blog needed to be based on audience needs in order to provide information, not just promotion. It can call to action at the end but not the whole blog (Augustus, 2015). Purpose 1. Show the talent behind UPM’s music; 2. Drive brand awareness and loyalty by creating a web blog to see how UPM can help them to inspire their mood at home and work. 3. Engage audiences to participate in content creation. 4. Increase downloads for Christmas albums in iTunes by 2% and increase views on the official website by 2%.