Overview: In this assignment, students will work in teams to develop a comprehensive integrated 360° advertising campaign for a client of their choice assigned during class. The campaign will incorporate a print ad, OOH, a video storyboard, and an integrated advertising element to create a cohesive and immersive brand experience. Through this collaborative project, students will gain practical experience in strategic campaign planning, creative content development, and multimedia integration.
Assignment Objectives:
- To develop an understanding of integrated advertising strategies and their impact on consumer engagement.
- To apply creative and strategic thinking in crafting a 360° advertising campaign tailored to a specific client’s needs.
- To collaborate effectively with team member to execute a cohesive and impactful advertising campaign.
- To gain practical experience in developing creative content across multiple advertising channels.
Teams + Briefs
Team 1 > Mariela & Alice (Philadelphia > https://drive.google.com/file/d/1UmGwx5e11z6E1b4Yc7xzDNilbnjJOw5g/view?usp=sharing)
Team 2 > Ricky & Gabriel (Subway > https://drive.google.com/file/d/16R9xyD7r6l87_9W_wOf-IUZ5rp28ej-U/view?usp=sharing )
Team 3 > Kevin H & Fahima (Vaseline > https://drive.google.com/file/d/1CYwU4T1yiBUYeji-9V5XcJdZWO-HeQOO/view?usp=sharing )
Team 4 > Alex & Kevin D. (Duolingo > https://drive.google.com/file/d/1zJX88jVMpMKYWv96BTmIuGGL0N_gn7aa/view?usp=sharing)
Team 5 > Rayelle & Lau (Heniz > https://drive.google.com/file/d/1yxvapHiowrLATvGhByR6YLzuGmV3tdb-/view?usp=sharing )
Team 6 > Joel & Lauren (Perdue > https://drive.google.com/file/d/1bpxcHvXhtgyEI3AEXOjErJxoR4d1ceNY/view?usp=sharing )
Assignment Components:
- Client Selection and Research:
- Each team selects a client or brand for whom they will develop the integrated advertising campaign from the choices of brands provided.
- Conduct thorough research on the client’s industry, target market, competitors, and marketing objectives.
- Identify key insights and consumer behaviors that will inform the campaign strategy.
- Campaign Strategy and Concept Development:
- Develop a strategic campaign concept that aligns with the client’s brand identity and objectives.
- Define the campaign message, positioning, and unique selling propositions (USPs).
- Determine how the print ad, video storyboard, and integrated advertising element will work together to deliver a cohesive brand experience.
- Print Ad Creation:
- Design a visually compelling print ad that effectively communicates the campaign message.
- Consider the target audience, branding guidelines, and media placement strategy in the ad’s design.
- Ensure that the print ad integrates seamlessly with the overall campaign concept and messaging.
- Video Storyboard Development:
- Create a storyboard for a video advertisement that complements the print ad and expands on the campaign narrative.
- Outline the sequence of scenes, visual elements, dialogue, and music/sound effects for the video.
- Incorporate storytelling techniques to engage and captivate the audience throughout the video.
- Integrated Advertising Element:
- Identify a suitable integrated advertising element (e.g., interactive website, social media campaign, augmented reality experience) that enhances the campaign’s impact.
- Develop a plan for integrating the selected element with the print ad and video storyboard to create a seamless brand experience.
- Consider how the integrated element will encourage audience interaction and drive desired actions.
- Presentation Preparation:
- Prepare a comprehensive presentation that showcases the integrated 360° advertising campaign developed by the team.
- Organize the presentation to effectively communicate the campaign strategy, creative concepts, and execution plan.
Submission Guidelines:
- Submit a PDF Presentation of the campaign creative concepts and execution plan in Final Project Dropbox Folder
- Outline Template of Presentation ( Please design your presentation to complement your Campaign)
- Include mock-ups of the print ad, video storyboard, and integrated advertising element.
- Deliver the presentation live as a team, ensuring clarity, professionalism, and engagement.
- Examples for reference https://www.dropbox.com/scl/fo/regc65qe8w7rkoxensnol/AFVoxeHMox4Awsl9kT9Mx08?rlkey=xgqfwz200zuqyae8r3ebd589r&st=pneto8y4&dl=0
Assessment Criteria:
- Creativity and Innovation: Originality and effectiveness of the integrated campaign concept and creative elements.
- Strategic Alignment: Alignment of the campaign strategy with the client’s objectives and target audience.
- Integration and Cohesion: Seamless integration of the print ad, video storyboard, and integrated advertising element to deliver a cohesive brand experience.
- Collaboration and Teamwork: Effective collaboration and contributions from all team members in developing the campaign.
- Presentation Skills: Clarity, persuasiveness, and professionalism in presenting the integrated advertising campaign to the class.
Due: Ready to present in class Thursday DECEMBER 19
