Feel Good Final Advert - Storyboard.

I recently posted a blog about my groups final advert for 'Feel Good'. This is just a quick post to show our final story board images and a few images of the app we came up with that goes along with the ad campaign.

Using the 'Feel Good' app you can play traditional games such as pears and bowling. Here's how it could look on an ipad or iphone.

When you're a winner you will receive a ticket. Players go to the 'Feel Good' website to cash in their points to donate money to 'Maggies Cancer Research' or to get a token for money off a bottle of 'Feel Good'.

Mock up of website incorporating app.

Lastly I've included an image of our idea to make 'Feel Good' stand out in the supermarkets. The 'Feel Good' fridge.

‘Feel Good’ Final Advert Idea.

The ‘Feel Good’ brief asked us to create a campaign that communicates their brand name, what their drinks look like and that their drinks only contain natural ingredients. The main problem we found with the product is its childlike image. It’s too similar to the other fruit drinks at the moment and it’s too young for the people they are targeting, the 16-34 year olds. As a group we feel that the idea we have come up with fulfils the brief and addresses these problems.

Our advert will still be fun but in a way that appeals to the 16-34 age group. Instead of cartoons we have designed a TV. advert that involves a ‘Feel Good’ fruit machine being placed in a town centre. Passers by will then be seen going to the machine and pressing the feel good button where they will always win (you’re never a loser with ‘Feel Good’). They will receive prizes such as ‘Feel Good’ drinks, balloons, bubbles… The machine is intended to ‘spread the feelgoodness’. A crowd will gather around the machine and it will turn in to a street party of sorts. The final scene of the ad will show the ‘Feel Good’ drink on top of the machine with fresh fruit beside it, the background is blurry with people having a good time. An ideal channel to show the advert would be E4 or Channel 4.

Storyboard ideas 1

Storyboard ideas 2

The fruit machine will be colourful and will have the ‘Feel Good’ logo on it. The part that spins will link a picture of a piece of fruit, a drop of water and the words no sugar, to show what’s in the drink, this will be the winning combination. Also written on the machine will be ‘100% natural’.

Not only will this be a TV. ad but to raise awareness of the product several machines will travel around the U.K. being placed in different cities where people can participate in the fun.

The ‘Feel Good’ website will have a similar game on it where players can collect points which can then be turned into vouchers for money off their next ‘Feel Good’ drinks purchase.

Supermarkets will be given displays which will be set up in store for a period of time so that the product stands out to customers. The displays will be in the shape of the machine so that customers recognise it and link it with the TV. ad.

Sketch of possible supermarket display.

This campaign is fun in a grown up way which will appeal to the target audience. As it’s not too childlike it won’t be a problem when trying to introduce their new cocktail range. It makes the product known as the adverts will create a buzz and have people talking about it. The message of what’s in the drink comes across through text and pictures in the ad and the drinks bottle is clearly shown. Those who get the chance to play the machine will get to taste the drink. The ‘Feel Good’ brand will be associated with ‘feelgoodness’ hopefully making people want to drink it.

'Feel Good': Personas

Who drinks 'Feel Good'? As a group we came up with a few different personas of the type of people who drink 'Feel Good'.

Gary
Age: 19

Occupation: Politics Student

Hobbies: Mountain biking, jogging and going to the gym regularly.

Gary enjoys socialising with his friends and getting good grades at uni. He enjoys his politics course. He's always trying to keep his family and friends happy.

Louise
Age:25

Occupation: Accountant

Hobbies: Shopping, reading a good book in her local park, going to the gym and going out for dinner with friends.

Louise has a busy lifestyle, she's a recent graduate and has just started her first job working as a trainee in an accountancy firm. After work she has a glass of wine to relax or invites friends over to her flat which she is currently renting in the city center.

Sue
Age:27

Occupation: Full time mum

Hobbies: Entertaining friends and socialising with other parents at family groups.

Sue is extremely health conscious since becoming a mother. She does her best to cook healthy meals for her family.

John
Age:30

Occupation: Electrical Engineer

Hobbies: Socialising, going out with friends for a few drinks, watching football.

John has his own house and lives on his own. He tries to be healthy but feels he doesn't have enough time. He gets the occasional take-away. When he's not working he's spending his money on the latest gadget.

'Feel Good': Competitor's Adverts

I've been trying to get some inspiration for my groups 'Feel Good' advert. So I thought I'd look at some of its competitors ads.

'Drench'.

This advert is for 'Drench' water, its fruit juice ad is quite similar as it's very random and focuses on the fact you can perform better after drinking it. I really liked this ad featuring Brains from 'Thunderbirds' just because I found it funny. I remember seeing it at the time but didn't realise it was for 'Drench' so I'm not sure it was effective in doing its job properly since I have never had 'Drench' before. However it would get people talking about it.


'Volvic Touch of Fruit'

A colourful ad showing people enjoying themselves and full of energy it's implied that this is because they drink 'Volvic'. A clear shot of the 'Volvic' bottles and freshly cut fruit shows the viewer exactly what the product is, what it looks like and what it contains (although this may not be the whole truth added sugar isn't mentioned). I like the way this is the final image as the viewer isn't left confused wondering "What was that ad for again?".

'Tropicana'

I love this ad just because it makes me feel happy, I'm not sure why. Maybe because it reminds me of holidays and perfect breakfasts. I'm a 'Tropicana' drinker. 'Tropicana' have the advantage of advertising this way because orange juice is more of a breakfast drink. Targeting people by focusing on 'Feel Good's' USP will hopefully help us.

Music features heavily in these three adverts and I think it gives a friendly, upbeat, happy vibe. So maybe our 'Feel Good' ad should have some music to it, we are trying to make people feel good after all.

'Innocent'

This ad is very simple but effective. The 'Innocent' carton is shown in natural surrounding on healthy green grass. It's then joined by what the drink contains showing viewers what it is.The last shot is of its different packaging so viewers will then recognise it in the shop. The whole ad sums 'Innocent's' brand.

'Feel Good': Ideas Wall

We have now started to think of potential adverts. We gathered around a blank wall then sketched whatever ideas came to us and added them to the wall.

We then selected a few of our favorite ideas that we felt we could work on a little more or help generate new ideas. 

 Some of our ideas....

'All you need is  Feel Good'. Person pictured with a bottle of 'Feel Good' having a happy life. shows the joy it brings.

An apple on a date with water having fun when a bottle comes out of nowhere and squashes them together inside. This creates the juice in the bottle. 'Capture those Feel Good moments'.

'Feel Good Fridays'. This ad would show an office situation where the workers are drained of energy. A 'Feel Good' drinks trolly passes by a desk hands a drink to an employee. After he drinks it his grey face changes he now looks energised. The whole office is now buzzing. 'Thank Goodness for Feel Good Fridays'.

We were still thinking of staying with the cartoon style that 'Feel Good' already has as they do want it to be cheeky and fun. However we think that it shouldn't be as cute as it is at the moment as this seems to be aimed at much younger people than their target audience.

Hmm... still more work to be done I feel. Group meeting later so hopefully some more ideas will emerge.

What makes you Feel Good?

As a group we did a quick brainstorm on what makes us feel good then what makes us feel bad. We did this in the hope that it would help us come up with some good advert ideas. It did in fact loosen us up a bit before we began on our ideas wall.

                                     

Family, friends good food, t.v and home comforts were the main thinks that make us smile.

 Surprisingly thinking up things that make us unhappy was more difficult. Bad drivers, annoying people, spiders were a few of these.

‘Feel Good’ …Research.

Meeting up with my group again we decided to do some more research.

Questionnaires were made up to give us an idea of the lifestyles of people who drink juices like ‘Feel Good’.  We asked their name, age, occupation before asking them; to tell us a few words that describe their lifestyle, what they do to keep healthy, if buying healthy drinks is important to them and which one they buy and why. We also presented them with a sheet of paper that showed the ‘Feel Good’ logo and the logo of its competitors to see what they recognised the most and if they’d ever heard of ‘Feel Good’. The majority of people we asked said they mainly drank water or orange juice if they were being healthy. If they were to drink any other type of drink it would be ‘Innocent’ as they think it’s good for them. A few people had tried ‘Feel Good’ before as it happened to be there when they were buying a drink. However no one bought ‘Feel Good’ on a regular basis even though those who had tried it enjoyed it. I still feel the main problem is that people can’t easily get their hands on a ‘Feel Good’ drink. Something I’m interested to look at next is how other juice companies started, how they managed to get retailers to stock their drinks and become well known to the consumer…

As a group we drew up another perception map this time looking at a drinks price and its quality, high-low. This again showed ‘Feel Good’ in a crowded area.

The ansoff matrix was used to help us identify how the product stands at the moment and where or what opportunities there are for it.

Advertising and Branding Exam Brief.

As it’s getting to the end of the semester we have been given our exam brief for the Advertising and Branding module. We were asked to choose one subject out of a selection which included ‘Heinz Salad Cream’, ‘i newspaper’ and ‘Peacocks’. After looking at all the briefs my team and I decided that we would work together on ‘The Feel Good Drinks Company’.

‘The Feel Good Drinks Company’ offered two different briefs; we have gone with brief one. Brief one ‘Make us Famous’  is to create a campaign that makes the brand well know by communicating the brand name, what the drink looks like and that the drinks are full of natural, tasty fruit. It has to be done in a unique, memorable way that makes people laugh. We all agreed on this brief as we thought it seemed like a chance to do a fun advertising campaign with an interesting product.

We started  by doing a bit of  individual research, then getting together to brain storm the ‘Feel Good’ product and company. Looking at their website and previous adverts we see that they have a childlike cartoon style which we feel is overdone in the healthy fruit drinks sector. Their target audience is 16-34 year olds but it seems their adverts might appeal to a much younger group of people.

Finding a bottle of ‘Feel Good’ is a difficult task unless you go to a large supermarket but even then there are just a few flavours stocked. On a trip into the town centre the product was only found in ‘Costa’.

The taste test… I enjoyed the drink however it wasn’t what I expected. As it’s advertised to be made from real fruit and an advert I watched showed the fruit being squashed into a bottle, I expected it to taste more like a smoothie. It tastes like diluting juice or flavoured water. Maybe exactly what the product is needs to be shown more clearly in its advertising, this may attract those who don’t like smoothies but like a healthy fruit drink.

SWOT Analysis and a Perception Map were then undertaken on the information we had collected.  We found its main strength is that it’s a healthy fruit drink that doesn’t contain sugar. Weakness is that not many places stock it. An opportunity could be found in point of sale, having it widely available and in a place customers will notice it. Also they could change their bottle to stand out from competitors as they have similar bottles. A crowded market is what threatens this product.

Our Perception Map was drawn up based on drinks, pricing High- Low, and how healthy it is. The healthy fruit drink market is quite crowded at the moment we need to target the market in a different way from ‘Feel Goods’ competitors to stand out.

What’s Next: more mapping, analysis and surveys.