How effective is the combination of your main product and ancillary tasks?
Script
As with any marketing campaign, it was vital that the music video, digipak, and magazine advert were all variations of the same thing. This means there needed to be a clear link between all the products, and this was achieved by using the same colour scheme, images, font and style on all 3 products. Real media producers also ensure this kind of correlation between their products, for example the recent album, video and advert from The Pretenders are all linked through the black and white images and light pink, eye-catching pink.
Our main task this year was to create a music video, and for this we used 'Don't Get Me Wrong' by The Pretenders. To add another dimension to the video, we used simple, hand drawn animations to display the thoughts and inner monologue of the main character. These animations became the base for digipak and magazine advert in terms of colour. The 5 main colours used in the animations were: pink, yellow, blue, red. and orange, but perhaps most prominent were the pink and the yellow. They were often used in small stars in various shots and scenes.
From this, we decided to use these as the main two colours for our ancillary tasks. The bright pink background with yellow accents and black and white writing on both the digipak and magazine advert immediately makes them eye-catching and noticeable even to someone who isn't looking out for them. Not only do they stand out, but these bright colours hold connotations of fun and youthfulness a lot more so that darker, more dull colours do. This really represents the music video well as it was intended to be a quirky, light-hearted, upbeat narrative. Feedback from the music video was overwhelmingly positive, and so by using the same style and features on our ancillary tasks, they too should be effective.
The use of the font chosen for the band name and album title is meant to act like a logo for the band. As it features heavily on both ancillary tasks, it would be reasonable to assume that this is a style the band always use, much like a trademark. The style of font we used in all of our products was a sans serif white font called Futura, placed on a black background. This makes it easily recognisable as well as legible. The lettering was capitalised for the most important information like the band name, the album title and "out now", but used in a lower case for the smaller details such as the reviews on the advert and song lyrics on the digipak. The use of this style of font was based off research into other bands of a similar gnere and era. Oasis use a very simple black and white logo for all of their products, and it is instantly recognisable to millions, making it very effective. We have adopted this style into out own products to also have the same effect.
The images we have used on all three tasks are perhaps the most effective feature of these products. From audience feedback, we found out the ending shot of the video was really memorable as many people commented in our survey how much they liked it. For this reason, we used it as the cover page for the digipak. It works really well because audiences are instantly introduced to both members of the band, as well as meeting them again inside the digipak. As for the magazine advert, the main photos are taken from the scene of the music video where these 2 characters meet and establish a 'love at first sight' connection. These photos are used in the inner sleeves of the digipak, and again ties all three products together. The decision to not use the ending shot as the main advert picture, is because it is featured on it already in the form of the the digipak towards the bottom left. By having more than one photo from the music video on the advert may act as a way of gaining more attention as it shows audiences that there is a story between the two characters.
Finally, the use of animations in the music video was a huge success, with all comments describing them as fun and that they give a new feel to the video. With the feedback we got, it was essential to include the animations in the ancillary tasks. In the main pictures on the magazine ad, there are some small hand drawn hearts between the two characters- for audiences who haven't seen the video, this is easily recognisable as the start of a possible relationship. As for the digipak, the same images are used on the inner sleeves but it is the CD itself where the main bulk of animation is. The CD shows the shot of the pivotal moment when the male character noticed the scarf, and what essentailly began the story that was to follow. It is placed on top of a pink and yellow map of London, tying the digipak to the music video.
Overall, I believe our main and ancillary tasks to have been very effective as welistened to our audience and incorporated many of the features they enjoyed, namely the ending shot and the animations. All of our products are libked together in various ways, an this makes them memortable to an audience as they are seeing repeated images. The bright colours used in all three products are also memorable anf bring a light, quirky feel to all three tasks.
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