Zoe's blog

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Rooftop honey:https://www.rooftophoney.com.au

1. Background

The goal of the Rooftop brand is to make people aware of the importance of bees in the ecosystem and protect bees from the threat of foreign pests.  The difference between this brand and other brands is that it spends most of its time promoting bees. This concept is unique.  They put beehives on the roof or garden of Melbourne city to maintain the development of Melbourne’s beehives. There are 25 beehives in Melbourne’s central business district and 120 beehives on the edges and suburbs.  Let more people know about bees.  Most older people do not eat honey, because sweets may cause a greater burden on the body, so the key development target of the market should be among young people.  I think that the hive is very suitable to become the prototype of the brand, because the hive is artistic and shaping, making everyone more willing to understand.  Making the brand more intimate and personal can attract people’s attention.

2. Objectives

The term suitable for short term is perception.  Use special methods to attract people’s attention, and you can use people’s touching language to arouse people’s inner memories.  It is behaviour that is suitable for long-term call to action.  People can be invited to experience the fun of collecting honey, so that people are no longer afraid of bees, and can taste the fruits of their labor.

3. Target audience

The target audience is suitable for people aged 20 to 40.  Most people under the age of 20 are in school and do not have financial independence. Although they have enough time, they may not necessarily be able to pay.  People over the age of 40 pay more attention to health, and sweets will burden them and cause diseases such as diabetes, so they are not suitable.  People between the ages of 20 and 40 have both financial ability and time and energy. They will spend time and money to experience the process of collecting honey and purchase products.

4. Single Minded Proposition

• Make you sweet to your heart.

• My sweetness, from Rooftop.

• Good honey comes from life.

• The taste of first love!

• Put you in the sea of flowers.

5. Substantiation

Audiences should trust the brand because they provide customers with more unique experiences.  The taste of honey is very sweet, reminiscent of first love, and bees are refined from plants into honey, so it is reminiscent of the sea of ​​flowers, which can cause people to remember and fantasise about love.

6. Tone of voice

The atmosphere of advertising should be dreamy or cartoonish.

7. Media requirements

I think we can use 30 second youtube ads or 30 second TV ads.

8. Mandatories

Must include brand name, logo, SMP, brand URL or phone.

Reference list:

https://honeyfingers.com.au/Main

https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/SSC21629?opendocument

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Step 1: Facebook outdoor advertisement

Headline: Fake news is not our friend.

Body copy: We’re absolutely committed to helping to reduce the spread of what is commonly described these days as fake news. We’re doing this by employing large numbers of expertly trained fact-checkers right across the world, seeking to improve the cutting-edge technology that identifies fake news, and giving you all the in-depth background information that you need on the articles that are in your News Feed.

Call to action:We seek cutting-edge technology worldwide to reduce the spread of fake news and provide in-depth information in news feeds.

Insert: Facebook logo

Step 2: Next level editing

Shorter：We are exposed to the most real news and away from fake news.

                Eliminate fake news and get the most authentic information.

Step 3: Texting and driving outdoor advertisement

The icon is too small to clearly see the logo on the hat.

The information that you want to emphasise is not highlighted.

Step 4: Making it better

Tradesmen aged 20 – 35

• Who is more important in life and work?
• Reading text messages while driving may make your loved ones cry.
• Are you willing to leave your family?
• Don’t let this text message be a regret of your life.
• Money cannot be taken away.
• Don’t let loved ones live in pain.
• Is the text worth the price of life?
• Concentrate on driving.
• Don’t let your family worry.
• Accidents can happen at any time.

I have chosen ‘Accidents can happen at any time.’as the headline. Many people may be lucky, thinking that it should be okay to just read the text message once. This headline can remind people that accidents may come at any time, don’t be too careless.

 This title is my most satisfying, because he is simple and can alert the driver, maybe you feel that there is a chance that an accident will happen.

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Week 7 Part 1: Piercing Insights for City Hatters: product, audience and trends

Zoey:

Xuelin Wang:

Socheata SHENG:

This is a draft of some logos I designed for the avozilla brand! I used the second creative brief, so my designs are all healthy and energetic.

The concept I want to express in this design is that this brand of avocado can better eliminate obesity and disease and make people healthier.

The concept I want to express in this design is to bring people healthy food like angels.

The concept I want to express in this design is that the avozilla brand is the king of avocados.

The quality of news is already declining: news should report the most valuable facts in a simple and clear way.

 However, the distance between news and other forms of public communication is gradually disappearing, and the Internet is gradually merging all news media. They have eroded the unique identity of news editors and publishing objects（Telecommunications & New Media programme).

 Previous news was reported on television or in newspapers. But now, the deaths of Osama bin Laden and Whitney Houston, the Boston Marathon bombing, and thousands of news reports have a key feature: they are both  First reported on Twitter（Jones N & Pitcher S 2015）.  More and more people have joined websites such as Twitter, and journalists and news organisations have more sources to get the most accurate news the first time.  But again, because of the development of online news, it is easier to believe rumours.  For example（Jones N & Pitcher S 2015）, on July 4, 2011, Fox News ’official Twitter account was compromised by hackers, fake tweets were posted, and many people believed and retweeted.

With the decline of professional autonomy, the quality of news provided by journalists is getting worse.  In the age of media digitisation and commercialisation, journalists are under increasing pressure.  Although most news is true, the key points in it may affect people’s judgment of facts.

 Journalists can try to compete with social eyewitnesses on the Internet, but this may lead to a lack of factual checks（Jones N & Pitcher S 2015）.  Media such as Twitter encourage users to break the distinction between public and private and focus on sharing information and ideas, but the content spread on social media platforms comes from people’s self-expression, and has not verified the integrity of the facts through verification.

 Similarly, news organisations are no longer limited to morning news or prime-time real-time news, but provide more in-depth information 24 hours a day, but many people who access the Internet do not have the professional ethics of the media.

 My personal concern is that if one day our reporters can’t guarantee the truth and integrity of the facts and report at will, the whole social media environment may become unreal.

By Zoe

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https://www.adsoftheworld.com/media/film/bakers_delight_papergirl

https://www.adsoftheworld.com/media/film/lays_a_moment_in_time

Those two ads have shown us two different food from Australia and China. The Individualism( 90 vs 20) and the long term orientation( 21 vs 87).

The first ad highlighted the freshness and simplicity of the bread by describing the destruction, and the company highlighted the most important qualities of a food through the ad.  The information provided by the advertisement is only fresh and simple.

 The second ad tells a long story about the process in which an actor is particularly confused about the future and finds his original intention through travel.  The company created an image of unforgettable intentions through advertising.

 From Individualism, Australia scored 90 but China only scored 20.  This shows that there is a high degree of individualism in Australian culture and that employees are more independent.  In Chinese culture, people prefer group life.  Australian advertising is simpler, shorter in time but clear in purpose, while Chinese advertising is very long and detailed. This comparison clearly reveals the impact of “me” and “us”.

 In the long term orientation, Australia’s score is relatively low, so it can be seen in the advertisement that they are more standardized and respectful of tradition.  Advertising in China is more creative and although long, attractive.

reference:

Hofstede Insights n.d., ‘National Culture’, Hofstede Insights, retrieved 14 March 2020, <https://www.hofstede-insights.com/models/national-culture/>.

https://www.adsoftheworld.com/media/integrated/moldy-whopper

This ad is a promotional advertisement for Burger King.  The characteristic of the advertisement is “fresh”.  The 34-day shooting of a burger reflects the characteristics of Burger King that never uses preservatives.  Make people more reliable and practical.

 Originality-4 (Reinartz & Saffert 2013, para. 5):

 The creative idea of ​​this ad is to make people more clearly understand the characteristics of Burger King through continuous shooting of a burger.

 Flexibility-4 (Reinartz & Saffert 2013, para. 8):

 Foods without preservatives are suitable for people of any age, and anyone can enjoy gourmet food together.  The ad also showed people a food safety issue that most people care about.

 Elaboration-3 (Reinartz & Saffert 2013, para. 11):

 There are not too many text explanations and languages ​​in the advertisement, but the details of mold growth during food deterioration and food changes have deepened people’s fresh concept of Burger King.

 Synthesis-1 (Reinartz & Saffert 2013):

 This ad doesn’t integrate too many other factors, but simply expresses the brand concept by shooting a burger change.

 Artistic Value-2 (Reinartz & Saffert 2013, para. 16):

 There is no particularly high expression of artistic creativity, no dialogue and impressive music.  This ad does not include artistic elements such as fantasy or bright colors, and it is not memorable.