7: Successful Advertising Campaigns
The idea of going to another planet is exciting for some people and totally ridiculous to others!
You need to remember that you will have a diverse audience and use all your creativity and persuasive skills to create a successful advertising campaign.
First have a look at some of the material from a real advertising campaign about living on another planet!
The initial mission overview (MarsOneProject, 2012)
The trailer for Round Three Astronaut Selection (MarsOneProject, 2015)
Think about how dramatic music, the tone of the voiceover and the combination of animation, images from space exploration history and video footage are combined in order to inspire and overcome doubts that people may be having.
So who actually wants to go to Mars?
This article introduces the 5 British finalists for the Top 100 Mars One Astronauts, people like this will be a key part of your intended audience (Griffiths & Zolfagharifard, 2015)
Compare the difference
Watch the following two videos, one a morning show interview and the other a short documentary.
Think about how the design elements (colour, form, space) and the different ways of communication (linguistic, audio, visual, gestural and spatial) have been used to convey two very different moods.
- Today Interview with Australian, Natalie Lawler (Smith, 2015): Natalie is being questioned about some hard things (like never being able to touch her family again) but the tone is light and she is very upbeat, smiles a lot and focusses on the positive while still joking about the tough times she knows a one way mission to mars will involve. Use of bright colours and music that is making a joke of the idea keeps the mood cheery.
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Meet The People Who Want To Go To Mars And Never Come Back (VitaBrevisFilms, 2014): What is different here? How have they used tone, lighting, colour and the images they chose to convey a completely different story. These people seem sad and almost desperate to leave Earth. Think of how you will use the design elements in your final presentation to convey a mood to the audience.
Amazing Advertising
Sometimes there are adds that just stick in your head forever. Take a look at some of these websites to discover what it takes to make a truly great advertising campaign!
The Apple ‘get a mac’ Campaign: check out the whole thing and why it worked here (Nudd, 2011).
The Nike ‘find your greatness’ Campaign: this analysis looks and how it created such an impact (Stacefacelovessushi, 2013).
This blog article is aimed at small business but gives a good layout of how you should find a target audience and use visual elements to tell and story in order to draw people in and persuade them. Includes lots of links to great examples (Schoultz, 2014).
off the planet 