Week 4 #ALA102
Product: Earth Choice dishwasher liquid
STEP 1 Bolstering originality and elaboration
LINK TO MY PHOTO STORY :
https://felixfood.video.blog/2020/07/16/week-3-part-1-brand-storytelling-formula/
AD CONTENT:
This AD around the grime on the plate became a monster. it is a usual day, the stubborn grime on the plate changed into a ferocious monster. This frightened the boy in the house.
So he ran back inside and decisively chose the “Earth choice dishwashing liquid ” as his “weapon”. The weapon expectations and easily destroyed the monster. It also eliminates the grime on the plate!
I use the overcoming monster to create a story. For more originality and elaboration, I can add some product advantages and brand stories when the man sees the earth choice dishwashing liquid, to highlight the advantages of the product.
STEP 2 TARGET AUDIENCE
Dishwashing liquid is a necessity of life, because everyone needs to wash the dishes. So this product targeted at EVERYONE living in Australia. The audience pays attention to the cleaning ability of dishwashing liquid, but conscious of their budget and typically spend between $5 to $10 per mouth on this products.(because this product is really cheap)
Age group: all ages
Income: all levels
STEP 3 SMP
The single minded proposition for Earth Choice enforce consumers trust the brand.
“Earth choice, your best choice.”
STEP 4 Adding in the SMP
To incorporate the single minded proposition into the story board, I will add some other weapons(like guns….)as option when the man is chased by the monster. But he decisively gave us the other weapons, choose the Earth Choice. This is used for emphasis the Earth Choice is best choice.
At the end of the story, I will add a new scene. Tidy dishes were neatly placed in the cupboard and the man was contentedly watching TV. To reinforce that Earth Choice make life more comfortable, it is easy to clean dishes with it.
Step 5 Multiculturalism in Australian advertising
Australia is a multicultural country, there are different RACES and different faiths. And Earth choice is face to family, there are different gender and age in the family. So advertising should meet the diversity of culture, can attract different people. That is something we need to improve.
Felix & MY 