Coloured Contact Lenses Advertising Campaign

I am going to use 3 mediums for my advertising campaign. These will be TV, magazine and radio. I have chosen these 3 mediums because I believe that it is easier to target the youth market with them. For example, with radio I will be able to place the advert in a slot during the time in which school pupils are on their way to school, and with TV I will be able to find a slot during a program that is aimed at the youth market.

PACKAGING

This container is what the lenses will come in when purchased. It contains liquid to keep the lenses moist, a transparent bottle so that the lenses are visible, the company logo and a rubber cap to prevent the liquid leaking.

This container is what the lenses will be kept in once the original packaging is opened. It has the company logo and tells the buyer which lenses are inside. It has two screw caps to keep the contents safe and prevent the solution from leaking.

MEDIUMS

I have chosen TV, radio and magazines as my 3 mediums. I have chosen these mediums because I think that I will find it easier to reach my target audience. I will be putting the radio advert on in morning hours when pupils are on their way to school, and in the afternoon when they return. The TV advert will be placed during the break of a program that is aimed at the youth market, such as friends. My magazine advert will be in magazines aimed at the youth market such as 'playstation' magazine or 'mizz'. This product is aimed at both genders, so the advert will be put in magazines that attract both genders. My aim with these adverts is to make people aware of the product and introduce it to the target audience.

Radio

This advert will be played on 96.3 Aire FM because the results of my survey show that the majority of my target audience listen to this station. The advert will be played twice between 7:30 and 8:30 in the morning and twice between 15:00 and 16:00 in the afternoon. I have chosen these times because they are the times at which pupils are getting lifts to and from school in their cars. This means that the advert is likely to be played and heard by the intended audience through car radios, or Walkman.

This advert will be soft-sell because the identity of the product will be revealed gradually. There will be a song, which will be sung by a pop group for the duration of the whole advert and at the end there will be 3 voice-overs to inform and persuade the audience about the product. The song will be 'eye of the tiger', and towards the end of it, the volume of the song will go lower for the voice-overs. The first voice over will be a member of the group describing the product. They will say 'Are you looking for a new look, or two? Look no further, fresh look is here. The contact lenses that keep changing'. After this, there will be a second voice over by another member of the group saying the slogan 'Eye see eye change'. And finally, the last member of the group says where the product will be available from, which will be at all top clothes stores. This product is therefore endorsed by the pop group, which will attract the audience because they are already informed about the group and may therefore be persuaded to buy the product. This advert gives off the image of trying to be an individual by looking different from other people.

TV

This advert will be shown during the break of a popular program that is aimed at the youth market. It will therefore be played between 19:00 to 21:00 on channel 4. I will be using this channel because the results of my survey show that the majority of my target audience watch this terrestrial TV channel.

This advert will also feature the same pop group as the other 2 adverts, who will be singing the same song on a stage in the centre of the screen. The song will be 'eye of the tiger'. There will be no story to this advert. The advert will begin with close-up shots of the stars' eyes. They will all be wearing a pair of lenses and as they are singing they will be moving their heads so that their eyes appear to change. After the song has finished, the camera will zoom out of the eyes of the star on the centre of the stage and reveal who the singers are and establish the location. This will be a plain white room with a round stage in the centre which will be changing colour. The final shot will be a long shot, which will show the stars at a distance with an area above and below them. Then the slogan (eye see eye change) and the product (in its packaging) will be shown at the bottom of the screen, and the stars will all say the slogan. The final voice will be of one of the stars telling the audience that the product is available at all top clothes stores.

This advert will again be soft-sell as the name of the product will only be revealed at the end of the advert. This advert is meant to attract the audience's attention at the beginning, when they see the close-up of the eyes changing colour, and then once it has their attention it will inform them about the product and introduce them to it.

Magazine

This advert will be placed in 2 magazines. One will be a magazine aimed at a female audience, and the other will be aimed at a male audience. For example, 'playstation' magazine and 'mizz' magazine. The advert will be a still image from the ending of the TV advert, which will be a plain white room with a round stage in the centre. The pop group that is endorsing this product will be on the stage and the slogan and product (in its packaging) will be below them. This image will be a long shot, leaving space above and below the subject, which is the pop group. The advert will be a full page spread.