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Assignment
Creating an ad
Script
‘Ultimate Freedom’
The world and beyond
Vespa
Eleni Meuffels & Lotte de KoningApril 13, 2015
RSG Broklede4 VWO
The subject and audience
• Vespa scooter
• Audience:
• Young businessman; suit, white shirt and tie?
• Romantic couple; nature and picnic basket?
• Teenager; freedom of movement?
basic concept is freedom;
feeling free to go wherever you want
The target audienceBest selling opportunities
teenager, largest group to buy a scooter
• Wants to be independent
• Detaches theirselves from parents
• Experience school as stupid
expanding the basic concept
but without excluding the other potential buyer
The basic concept expandedExpanding concept, by adding other key words
being independent
detachment from your surrounding
new discoveries
new adventures
pushing the limits
the world and beyond
ultimate freedom
but, be aware to exclude no one;
create the same feeling to all the audience!
(We want to sell to everybody!)
The image of the adTarget audience, the teenager
• Use icons on phones and tablets
• Use short text on WhatsApp and Twitter
• Don’t read
So, visualize the message
A poster
Location of poster
A high probability of seeing the poster
• At the entrance or exit of schools
• Bus shelters nearby school
• Hockey and football fields
• Entrances of shopping centres
The posterHas to visualize
• The concept
• The idea
• The thought
• The feeling
Has to represent
• Atmosphere
• Content
• Image
What should poster evoke
Accompanying music• Advertising and music are inseparable
• Appreciation of the music leads to appreciation of commercial and vice versa
• Key element in the song: RECOGNITION !
Song: ‘Born Free’ by Kid Rock, https://www.youtube.com/watch?v=bu3rsha1ZtI
• Can be used in shopping centre or at football and hockey games.
It shows:adventure
independency
detachment
discoveries
pushing the limits
new borders
the world and beyond
ultimate freedom
Andit feels like that you
can take it right out of
the poster to follow
your own dream of
freedom
Guiding human behaviour
Robert Cialdini and Steve Martin:
6 short cuts as universals that guide human behaviour
Scarcity
benefits
unique
lose
it’s all about freedom