Tone of Voice: The background narrator must have a friendly and clear voice to be able to properly communicate the message with the audience.
Mandatory inclusions: The Vodafone logo must be displayed at the conclusion of the advert even if it only lasts a few seconds and of course their trademark slogan ‘’Power to You’’ must be at the bottom.
Market Research: This essential research clearly states that the iPhone customers think themselves to be prosperous, their decision touches back on the reputation of this top of the market product.
Selection of content:
Features and Benefits: One of the significant qualities of the iPhone 5 is the super-fast wireless connectivity that will never make the user wait too long and provide excellent speed. The huge 8MP Camera is another big attribute, with breath-taking zoom and stability. Lastly of course the all new iOS 6 just makes life easier even more but additional traits such as Passbook and Siri support.
Performance: The latest A6 Chip is by the best gone into an iPhone yet. It provides twice as fast speed as the A5 chip, which means all commands will be performed even more instantly and quickly. The chip also gives the best graphics a phone can have, giving more smoothness and displaying very realistic gameplay or video play. The battery life lasts very long because of the improved chip and the iPhone’s overall performance will not get affected.
Quality: Made of the finest materials the new iPhone has an aluminium body that is perfectly structured to every bit, which makes it 18% more thin and 20% more light than the previous iPhone.
Reliability: It is more durable but also sleek at the same time, comfortably fits in a regular hand. Apple also provides one year standard warranty, which can be extended to 2 years.
Campaign Tactics:
Reaching the given target group:
• Attention: The best iPhone yet!
• Interest: Major improvements make it the slimmest and fastest iPhone till now.
• Desire: To have the greatest mobile maker, Apple’s latest creation with you.
• Action: Buy now from all Vodafone outlets and on their online website with special packages.
Selection of appropriate media: Vodafone has grasped the different factors that must be taken into account when selecting a proper medium for an advertising message. The interest of the target audience is nothing but to purchase the iPhone 5 with cheap packages provided by Vodafone to satisfy their customer’s needs. Based on the demographics this phone is mostly suitable for teens or young adults. Mainly the geographic location is the U.K for this promotional campaign.
Design and presentation of promotional materials:
• Images: The Vodafone iPhone 5 advert would want to grab the attention of the audience as soon as it comes on. In order to achieve this, the images must include vibrant colours and a strong appearance.
• Typography: The purpose of the advert must be properly suggested. Since the iPhone 5 has a mass appeal, the advert can include specific texts to illustrate the product’s brilliance.
The factors above must be paid attention to while forming the correct demonstration for the campaign.
Text and media type: The application of words has to be reflected upon with the selection of media. In this case for a T.V advert the following factors are important:
• Length of advert
• The vital message that has to be shown to the audience
• How would Vodafone wish the audience should recall their advert
• Has to be helpful as it not cheap to produce such adverts
• What is going on in the advert is more important than what is being told.
Stages: The cost is high for a T.V advert therefore to be more efficient rather than spending too much a variety of stages must be followed through.
• Storyboards: These portray an original idea for the iPhone 5 adverts, by providing the plot and some recommendations for the ‘talk’ that will occur. This can also be utilized to experiment the idea with any customer and recover important suggestions to make it better.
• Script: If the story board gets accepted, the actual script is started. This may contain instructions for graphic indications or noise influences, but must be able to construct the message in a way to make the advert look flawless. Again a customer can give suggestions on how to improve it.
• First cut: If both the story board and script are agreed by Vodafone, then the video will be shot and be combined together to create a presentation. This will still be at the beginning, so it may not have all the proper graphical implications and same goes with sound quality which will not be fully prepared.
• Second Cut: This will pretty much be the last advert that will be produced at the highest level. If the chosen customer has no complaints it will go into telecast.
Focus groups: These groups are carefully chosen people that are part of the target market and will be presented with the Vodafone - iPhone 5 advert that has been made. They will provide useful feedback for the questioner on the good and bad aspects of the advert. As a result the actual final advert will interest the target audience more and get them engaged. The disadvantage of forming such groups is that one member’s decision may be heavily influenced on and this will cause less broad perspective from the rest of the members.
Developing a promotional plan:
• Outlining of objectives from campaign brief: To attain 25% of market share with a period of 6 months. The promotional campaign must portray the company’s eminence and class as well instead of completely focusing on the product.
• Identifying target audience from the campaign brief: The target market is people aged between 15 to 31 years old in the U.K
• Detailing promotional message in the creative brief: When the advert shows the different capabilities of the iPhone 5 for various situations that the users may encounter. This will illustrate the significance and prominence of the product amongst its competitors. This should be able to appeal the target market to purchase the product.
• Establishing promotional budget: The cost-effective budget is around £45 - 75K to produce the advert. This should be enough to develop a high quality advertisement that the audience will enjoy and hopefully act upon.
• Choosing promotion and media mix: When deciding the advertising mix, there are a few options to think through: How will the campaign incorporate with the broader advertising mix? Vodafone’s trademark morals and principles will aid in creating a variety of advertising and publicity activity. What media should be applied? T.V is the right choice as there is enough money available and to be able to reach a vast and massive target market in the U.K, this media is perfect. Will the internet be used, if yes then how? Vodafone also plans to promote their iPhone 5 packages on their official U.K website. The website can be accessed by anyone with a computer and it may also be listed at the end of the advert.
• Scheduling the frequency and timing of the promotion: The campaign must be launched at the same date as the iPhone 5 release date from Apple in the U.K. The frequency must not be fully maximised as the product already has a mass market appeal, therefore it should be kept at a medium level by not annoying the audience too much.
• Reviewing promotion plan: The entire campaign must be constantly checked alongside the aims to test how effective it will be and any essential actions may be taken to further increase the outcomes or acclimatise the targets. SMART objectives will make this procedure much simpler. If everything is approved and ready, the T.V advert will go on air with various national T.V channels across the nation 7 to 8 times every day. Vodafone should hope the prime target audience is pleased with the lively and vivid advert they have made.
