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The Creative Pitch

Designing Promotional Materials Last Assignment
by

Jingxuan Ng

on 20 October 2015

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Transcript of The Creative Pitch

The Creative Pitch
The Single Most Important Thing to Say
Advertising convince adults that Ovaltine boosts young children's energy to the optimum for the success of daily challenges
Done By: Zul Hilmi (S10120095G)
Toh Jia Yun (S10105450E)
Ng Jing Xi (S10106454K)
Ng Jing Xuan (S10112875)

1) Current Situation
and Problems

2) Strategy
3) The Creative Concept
4) Media
Target Audience
Current Problem and situation
Current Attitude & Beliefs
1) Many children of this age loves to drink sweet beverages
2) Young children require plenty of nutrients to spurt growth
3) Young children require energy to give a boost in their learning
Parents of Children aged 3-10 years old
Lack of Advertising
Outdated Brand
Bedtime Drink
Taste better than other malt drinks. E.g. Milo
No health benefits reaped
No benefits reaped
Energy Boosting Drink with high of nutritional value
Why?
#1: Phosphorus helps in generating cell energy
#2: Vitamins such as Riboflavin, NIacin and B13, allow and helps to convert food substance to energy
#3: Vitamin B6 also controls the appetite, mood and improves the metabolism
#4 Vitamin D and Calcium help to maintain strong bones
Increase productivity and building strong foundation of learning --> lead to a bright future
Reduce weariness in young children --> better concentrate on their work with minimum errors committed
Converting food substances to energy and cell generation, therefore giving a boost in energy.
Daily challenges include studies, sports and even what they love to do. By maintaining a healthy life, it empowers energy in life and boost the enthusiasm and optimism level.
Therefore, challenges will be tackled easily.
Newspaper Advertising
- The Straits Times
- Newpaper
- Berha Harian
- Lianhe Zao Bao
- Tamil Murasu
+ target audience are parent of children age 3 to 10 year old.
+ Able to reach the target audience better as adults tend to read newpapers and listen to the radio.

As for the schedule, for newspaper advertisement we will be printing colour and full paper print ads to grab the reader attention. Also the ads will run 4 times each.
Magazine advertising
- Teens
- Teenage
- Parenting
- I-weekly
- 8Days
+ Young children loves to read magazines like Teens and Teenage
+ Influence their parents to buy since they do not have the purchasing power

As for the schedule, for magazine advertisement we will be printing colour and full page print ads to grab the reader attention. Also the ads will run 4 times in a month.
Radio Advertisement
- Gold 90.5 FM
- Class 95 FM
+ ranked No. 1 radio broadcaster of year in 2012
+ 841,000 listeners every week, according to the Radio Diary Survey
+ target listeners are mostly 25 to 39 year old.
+ advertises brands from food and beverage, banks, entertainment, mobile devices and retail sectors

Class 95 FM
+ mature-aged audience of 30-55 years old
+ a wide range of advertisers varying from the retail and F&B industries
+ 527,000 listeners every week, according to the Radio DiarySurvey
Gold 90.5FM
Television advertising
- Channel 5
- Channel 8
- Suria
- Vasantham
-Okto
+ Popular Mediacorp channels
+ Able to attract the attention of the parents and the children
+ influence their parents to buy Ovaltine
Internet Advertising

- Facebook
- Tumblr
- Youtube
+ Social Media sites are gaining popularity
+ Able to reach out to our target audience and their children
On- Shelf Advertising
+ Parents will visit the supermarkets, convenience
stores to shop for groceries.
+ Point-Of- Sale might draw their attention


There will be an area in the supermarkets to promote Ovaltine. In addition, Ovaltine products will be placed on the middle shelves as it is more noticeable by the shoppers.
Below- the- line Media
Brochures and samples distributed house to house at estates
- NTUC Fair Price
- Cold Storage
- Giants
- Cheers
Power in a Tin!
The concept of the key message is power in the tin.
Tin is in the form of Ovaltine packaging as well as the last syllabus in Ovaltine.
Aims to influence the target audience which is the adults to encourage their children to drink Ovaltine so that their children are able to attained power, in the form of strength to boost their energy level that is required for daily's challenges.
Key Message
Visual
- Cartoon characters illustrate the power of strength and how this strength allows them to be successful in their individual areas.
- Super Mario is game character in which he has to clear all obstacles in order to save the princess. In the game itself, he has to obtain the mushroom in order to grow into a bigger size. With this advantage, we will have more power to clear all the difficulties.
- With the same concept in mind, we have substitute the Mushroom with Ovaltine which will gives the consumer a boost of energy required to face all challenges.

Intended effect
The intended effect is to show that after eating Ovaltine, one will be equipped with additional boost of energy that helped to overcome daily challenges.
Ovaltine is still not as recognised as other malt beverages despite its nutritional value. If the target audience sees a cartoon character they have been in contact before, for example, Popeye, eating it and becoming super strong, then suddenly it has a whole new appeal. As Ovaltine is a sweet and healthy beverage, children will loves to drink it and parents will also be assure to let their child drink it too. Therefore, by re-introducing cartoon heros from 90s, this is more likely to attract the children and adults since children will think that the cartoon heros are cute and adults will be surprised to see the old cartoon heros that have not been aired on television for a period of time.
Copywriting

The concept of the key message is power in the tin.
Tin is in the form of Ovaltine packaging as well as the last syllabus in Ovaltine.
Aims to influence the target audience which is the adults to encourage their children to drink Ovaltine so that their children are able to attained power, in the form of strength to boost their energy level that is required for daily's challenges.
Direct headline is used as it states the most important benefit from consuming Ovaltine with enthusiasm
There is double meaning in the headline while "tin" is used to illustrate that Ovaltine usually comes in the form of tin. However, the headline also refer to Ovaltine itself. (Oval"tin"e)
Active verb is used in the body copy. E.g. "Your child will be equipped with..." & "Now your child can enjoy..." With the use of active verb, it create a direct and upbeat message which is conveyed to the target audience. Since the target audience is parents, it is preferred to have a direct message so that understand the message conveyed easily.
Key Message
Visual
- Cartoon characters illustrate the power of strength and how this strength allows them to be successful in their individual areas.
- Powerpuff girls are cartoon heroes that are "out to save the world". They are created for the mixture of chemicals, sweets and anything nice. With this mixture, it gives these Powerpuff girls the energy and strength to fight the villains in the town
- With the same concept in mind, we have substitute the mixture with Ovaltine. Therefore, the Powerpuff girls are made up of Ovaltine that gives them a boost of energy and strength to fight off all challenges.

Intended effect
The intended effect is to show that after eating Ovaltine, one will be equipped with additional boost of energy that helped to overcome daily challenges.
Ovaltine is still not as recognised as other malt beverages despite its nutritional value. If the target audience sees a cartoon character they have been in contact before, for example, Popeye, eating it and becoming super strong, then suddenly it has a whole new appeal. As Ovaltine is a sweet and healthy beverage, children will loves to drink it and parents will also be assure to let their child drink it too. Therefore, by re-introducing cartoon heros from 90s, this is more likely to attract the children and adults since children will think that the cartoon heros are cute and adults will be surprised to see the old cartoon heros that have not been aired on television for a period of time.

Direct headline is used as it states the most important benefit from consuming Ovaltine with enthusiasm
There is double meaning in the headline while "tin" is used to illustrate that Ovaltine usually comes in the form of tin. However, the headline also refer to Ovaltine itself. (Oval"tin"e)
Active verb is used in the body copy. E.g. "Your child will be equipped with..." & "Now your child can enjoy..." With the use of active verb, it create a direct and upbeat message which is conveyed to the target audience. Since the target audience is parents, it is preferred to have a direct message so that understand the message conveyed easily.
Copywriting

The concept of the key message is power in the tin.
Tin is in the form of Ovaltine packaging as well as the last syllabus in Ovaltine.
Aims to influence the target audience which is the adults to encourage their children to drink Ovaltine so that their children are able to attained power, in the form of strength to boost their energy level that is required for daily's challenges.
Key Message
Visual
- Cartoon characters illustrate the power of strength and how this strength allows them to be successful in their individual areas.
- Popeye is a cartoon character that eats can of spinach to give him a boost of energy and overcome the obstacles he faced.
- With the same concept in mind, we have substitute the can of spinach with Ovaltine which will gives the consumer a boost of energy required to face all challenges.

Intended effect
The intended effect is to show that after eating Ovaltine, one will be equipped with additional boost of energy that helped to overcome daily challenges.
Ovaltine is still not as recognised as other malt beverages despite its nutritional value. If the target audience sees a cartoon character they have been in contact before, for example, Popeye, eating it and becoming super strong, then suddenly it has a whole new appeal. As Ovaltine is a sweet and healthy beverage, children will loves to drink it and parents will also be assure to let their child drink it too. Therefore, by re-introducing cartoon heros from 90s, this is more likely to attract the children and adults since children will think that the cartoon heros are cute and adults will be surprised to see the old cartoon heros that have not been aired on television for a period of time.
Direct headline is used as it states the most important benefit from consuming Ovaltine with enthusiasm
There is double meaning in the headline while "tin" is used to illustrate that Ovaltine usually comes in the form of tin. However, the headline also refer to Ovaltine itself. (Oval"tin"e)
Active verb is used in the body copy. E.g. "Your child will be equipped with..." & "Now your child can enjoy..." With the use of active verb, it create a direct and upbeat message which is conveyed to the target audience. Since the target audience is parents, it is preferred to have a direct message so that understand the message conveyed easily.
Copywriting

THE END !
Schools campaign
+ Able to grasp the students' attention
+ Students are able to try the drink and understand the health benefits of drinking Ovaltine
+ students can influence their parents to buy it
Full transcript