Final Assignment: Team Integrated Campaign

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, 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 > Etuna & Nick (Dove)

Team 2 > Dianna & Safiya (Duolingo)

Team 3 > Jessica & Paula (Fanta)

Team 4 > Faariah & Marcia (Dove)

Team 5 > Luis & Marcel (Kraft)

Team 6 > Rawan & Lindsay (Duolingo)

Team 7 > Shani & Christian (Dove)

Team 8 > Vicky & Marieme (Kraft)

Assignment Components:

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.

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: Last class ready to present May 13th