Stephanie Gadsby Media Studies
Evaluation of Ad Campaign
The whole group had equal input to the final piece and everyone contributed evenly to the planning, progress and production stages. Personally I was responsible for the make up sample cards, the neck strap that held the privilege card and the offers to do with our product, the packaging covers and the application form for the privilege card. Using Microsoft Word, I created the make up sample cards using our signature image and name and putting at the bottom what the make up on the card was to inform a customer of what products to buy for that specific look. I made 3 copies of these cards and created 3 different looks using actual make up. On one of the cards, one of the products mentioned is “Throw Me a Vine” lip and cheek jewels which is the actual shade that is mentioned on the box I made covers for to look like our product. I made these covers on Word and formatted the size of the picture to the precise size of the box. The image on these covers were a segment of Kate Beckinsale’s face showing a close up of her blue eye, cheek and nose accompanied with the product name, the company name, the volume of liquid in the bottle, a brief description of what the product is and the French translation to the latter for a more professional feel that insinuates our product would be sold internationally not just in the UK. On the reverse equivalent to the cover, there is the same image, directions of how to use the product, the make up range name and where the product was made again hopefully giving a more professional look to the product with the detail I included. The cardboard cut out was, again, created on word and consisted of 3 images all 19.69 by 11.75cm. The images on each side were different as was the content. I used the focal image on one side along with when the make up would be launched in stores at a launch party to create a build up and anticipation from our audience. On one side, I used the image of the close up of her eye and an offer of free champagne and a sample product of choice to entice the audience and make them feel like the make up cares about each individual customer rather than just having the intentions of getting their money. On the final side, I used the image of the close up of her eye and nose teamed with a statement saying they will get a free make over by an expert make up artist and free entry into a prize draw for a goodie bag of products. By using the statement, it is a guarantee that it will happen for each individual and makes the product more personal in turn making the customer feel good about themselves and hopefully leading to their interest in the product. Each image was stuck together angularly to make a stand up triangular card board cut out. I sewed sequins along the neck strap to create a feminine and glamorous effect. The privilege card enable the card holder to special offers which I included such as money off, free products, competitions etc. The card itself has the main image and a signature strip on the reverse with terms and conditions of the card such as validity dates, all to make it look as much like an authentic card as possible. The card is contained in a plastic wallet, again adding authenticity and is attached along with the offers and such to the neck strap. This gives it a “VIP Pass” look and feel along with the sequins which I want people to be reminded of classic Hollywood mirrors with the light bulbs around.
