TIME OUT

This is the type of person our product has previously chosen

for a target audience.

Name: Penelope Martha Dumbledore Ann {the 3rd)

Age: 40

Interest:

- Meeting family and friends

- Helping out at the local community

- Watching movies with her children

- Making flower bouquets

Location: England

Ethnicity: White

Occupation: Primary school teacher + part time florist

Socio-Economic: C1/C2

Additional information about Penelope’s interests :

Shops:

TV shows:

Films:

Music: Other: Penelope also enjoys reading fictional novels, she also

has an education and a degree in business.

She buys her music from ITunes and also watches movies on

her DVD player.

She currently votes for the labour party when it comes to

politics.

This is the type of person our product has chosen

for a new target audience.

Name: Josh

Age: 27

Interest:

Hanging out with friends

Watching movies

Playing pool

Location: England

Ethnicity: White

Occupation: Real estate worker

Socio-Economic: C1/C2

Additional information about Penelope’s interests :

Shops:

TV shows:

Films:

Music:

Line of Appeal and Advertising- 1

The different types of confectionary the target audience may like are

things such as:

-Sweets

-Chocolate

-Crisps

Some popular biscuits::

Market

ResearchLine of Appeal and Advertising- 2

Time Out is a product produced by Cadbury in 1992, the product fits into the ‘Snack’ market since it first

launched and this can be shown through various thing.

The original advert from 1994 shows both male and female

meaning that this product is targeted towards both genders.

Near the end of the advert we see a cup of tea and the product

with its catchphrase ‘Its time out time’ telling us this product is

a light snack. (http://www.youtube.com/watch?v=umNV6aMCjRk)

The screen is then frozen and a shot of a clock pointing to

‘That Time’ is shown indicating to the viewer its time to take

a break and eat this chocolate bar as a snack.

In 1995 an advert for Time Out showed

cartoon characters, appealing to a

younger audience but still keeping the

‘Snack with a cup of tea’ feeling. (http://www.youtube.com/watch?v=ZB-mLkfzS_E)

Name of Product- The name of the product would appeal to the target audience as it is a chocolate bar for

breaks, so the chocolate bar is telling you to have ‘Time Out’ to eat it.

Colour of Packaging- The colour of the packaging may appeal to our target audience as the typography is a

bright and bold red. This stands out and the colours contrast from each other so the typography is

noticeable.

Quantity of chocolate- The quantity of the chocolate you get would also appeal to the target audience also

as they would only want enough as a snack.

Message/Slogan- Time Out has had many slogans in the past such as:

-The Wafer break with a layer of Flake’

‘The perfect treat to eat with your cupa tea’

‘Put a Flake in your break’

‘It’s Time out Time’

The message we will be trying to get across is the chocolate bar is more like a reward. The chocolate bar is

for when you have been working hard and need a break. So what we are trying to say is this bar will help

you relax and will give you energy.

Size- The size of the bars may also appeal to the target audience as they are not looking to have too much

but only enough for a snack. So the size of the bars would appeal to the target audience as it is not that big

and they are two separate bars so you can save one for later.

Line of Appeal and Advertising- 3

Line of Appeal and Advertising - 3

How might this information be useful in your rebranding?

This information will be useful for our rebranding as we have some knowledge on

what our target audience mainly looks for when they buy their chocolate. We know

the information on what they roughly pay for a chocolate bar, what type of chocolate

bar they go for because of the taste and experience.

All this information will contribute to the advertisement as we can rebrand and show

the chocolate in a different light which may make the target audience and other

potential audiences choose this chocolate.

From this information we know what made the chocolate different from others and

what its USP was e.g. It being a tea time snack, having a flake which is already a

Cadburys product sandwich with two wafer biscuits and smeared in chocolate. With

this information we will develop the product to make it more modern so it can

appeal to a larger audience and we will also keep the features which make the

product.

Line of Appeal and Advertising - 4

Clock: Showing the

audience you can eat

this product when

you feel like it’s the

right time.

The colour Red is very eye

catchy. Red also relates to

the sign “STOP”, so this

tells the audience ‘stop

what you are doing, take a

time out, and eat this

chocolate bar.’

Packaging also shows

the chocolate bar in

half showing the

audience the content

inside the bar.

The

packaging

colours are

light blue and

white. These

are very light

hearted

colours

empathising

on the point

this is a light

snack.

Identity

70p

68p

60p

Shelf Space for Twix

Shelf space for Kit Kat

USP: ‘This is the snack you need to eat when you need a break’

- The unique selling point for the company's advert at the moment was the idea

of snack time. We will take this idea and make it our own

- Our idea will change this very niche genre of advert and make it more 2013. This

will be done with humour and other elements which would create a buzz.

Line of Appeal and Advertising - 6

USP

The QuestionsWe will be asking some questions to people who we will be interviewing:

We asked male and female ages between 21-27

1. Have you eaten this chocolate before?

If Yes why?

If No why?

2. Would you buy this chocolate?

3. What time of the day do you watch TV & what channels?

4. What do you except from a chocolate advert?

5. What is the most memorable chocolate advert have you seen?

Answered:Name Have you eaten this

chocolate before?

Would you buy

this chocolate?

If Yes why?

If No why?

What time of the

day do you watch

& what channels?

What do you

except from a

chocolate

advert?

What is the most

memorable

chocolate advert

have you seen?

Adam

Yes I have. Yes I would because it

is a light snack which I

have when I'm on a

break or in need of

something to eat

I watch TV from 8PM

and onwards due to

work commitments.

The channels I watch

include MTV, Sky

Sports, E4 and Sky1.

I would except it to

be eye catchy and

different and not

something just

presented the

advert

I would say the

Cadbury chocolate

advert and also

although random is

not a chocolate the

advert was very

funny.

Hannah No I have not. I have not really seen

this product in my

local shops and I do

not like chocolate as

much, so this is

probably the reason.

I watch TV from 5PM

on and off until 12PM.

The channels I watch

are Viva, MTV, TLC

and E!.

I think the advert

should be funny and

also show us what

we are eating.

Ricky No I have not. I have seen this

chocolate before but I

have never really

given it a chance

because it does not

appeal to me much.

I watch TV from 9PM

onwards and I finish

round 2AM. I watch

channels like Dave,

Comedy Central and 5

USA and 5*.

I expect it to show

me how the

product looks and

also it should be

interesting.

I remember the Aero

advert because it was

something I like doing

which is

skateboarding.

Our Advert

Key Message –

- The audience should feel like they can take a time out (with this chocolate bar) and do something they have always wanted to do/they want.

- The main message in our advert is to take a break from the daily life people live and eat this chocolate bar and just ‘chill’

Content –

- A women is being chased in a forest by an unknown man in a mask, he then

runs out of breathe and takes a break. The women stops and gives the man a

Time Out bar in which he thanks her. She then runs off.

Outline of IdeaThe Concept:

We start of by seeing a women panicking and hiding behind a tree in a forest, the

camera pans to reveal a black figure in the background. We then cut to a close up of

the man in the mask who holds up a knife, the camera shot now reveals the women

running away and this unknown man in the mask running after her (This would

include dramatic music and sound FX). He gets tired and out of breath during the

running and stops near a tree to catch his breath and stops for a time out, the

women the appears and gives him a time out bar with a light hearted expression

and then runs off (This would include light hearted music to add humour to the

scene). The man realises this and then runs after her again.

ETHOS

It represents and shows it is a brand from the Cadbury’s as their advertisements are out of context and never usually

are about the chocolate. The idea of their adverts is to make the advert memorable which has an effect on the

audience of making them think what they have just seen. We will also represent this style in out advertisement.

Cadburys also stick to the colour of their brands for example in the advert where the gorilla is playing the drums to

Phil Collins, they use the colour scheme of the brand logo in the background. We will also include the brands colour

scheme in the advertisement or the products to represent it and so the audience know who the advertisement I for.

• Purple

• Classy

• Crazy

• Partnership

• British

Our adverts content will display Cadburys as the guy with the mask will be purple which represents the

company and most of the Cadbury adverts include purple. Also the knife will b purple and instead of blood

on the knife, we will have chocolate. The graphics will also represent Cadbury's though the colour and font.

It will also enhance the overall Cadbury brand as it relates to a movie which most of the audience is familiar

with and this also changes the type of chocolate as it used to be known for tea time and snacks, but the

advert also shows it is good for movie nights, so we are making the chocolate for other occasions other than

tea time and snack.

In our advert we are also representing the slogan and key message Time out is proposing to the audience

which is ‘Take a Break’

Ethos

Decide In between shows like:

- 2 broke girls

- Rude Tube

- The Last Exorcism

(Film)

In between

shows like:

- Come Dine

with me

- Chatty Man

- New Girl

In between

shows like:

- 2 broke girls

- Rude Tube

- The Last

Exorcism

(Film)

In between

shows like:

- Al-List

- Tweets and

Trendz

Scheduling

Research- The rate for

Pay-Tv broadcasters- Channels such as MTV is a channel we will be looking to

advertise on as we found our target audience watch this channel. The

advertising rates for MTV at the time we want to advertise is:

• Late peak 20:00-23:00 - £50.00

• One day it will show up to 8 times a day which will along Monday to

Sunday. The total cost of this is £2,800

For Freeview, we are thinking about advertising on Channel E4 as the

audiences age range is around 16-34 year olds, this fits in with our target

audience. Also the time slot we want to advertise, the channel shows movies

so this fits in with our advertisement based on the storyline.

• Late peak 20:00-23:00 - £4,500.00

• Once day it will show up to 5 times a day which will be on Monday to

Saturday. The total cost of this is one day = 216000Justify-

The decisions we have made about the campaign which is

in relation to the target audience is to show the advert a

lot during peak times so they audience know the product

is back.

The reason will be showing the advertisement in this way

in relation to the audience is to show them that the

product is back. We have decided that the

advertisements will be split between prime time and less

peak times as this will give a wider view to other

audiences

Why MTV?

The new MTV show will have the same character from our advert, this will

help with promotion on this product and we can also talk about future

sponsorship for the TV show when it airs.

The ‘Scream’

Franchise will be

rebooted on the

MTV channel in

2014

Plan and Campaign

Stage 1:

Stage 2:

Stage 3:

We will start the campaign head on and put

out the advert as much as we can across the

four channels.

After we have put out the advert and

advertised it hugely, we will slow it down.

Early 2014 MTV will start showing promos

for their new ‘Scream’ franchise show, this is

when we will start to increase the amount

of time the advert is playing.

BrandingPrevisions

Branding:

We will keep the main aim of the

chocolate bar which is ‘Take a break’

but we will discard the ‘Tea Time’

branding which previous adverts have

shown.

We are developing on the idea of ‘Take a break’ with a modern and more humours

tone, which will help appeal to a wider audience.

Our Final

Slogan:

‘TAKE A BREAK’

Other Influences and Visual Idea’s

Previous adverts have influenced us to come up with this idea, adverts such as

phones 4 u because of its horror element, This advert lead us to our storyline.

Also the character in our advert has been influenced by the popularity of ghost

face and the upcoming Scream TV show on MTV.

Past Cadbury adverts have inspired us to think of an idea to make the advert

humorous and different tone as Cadburys are known for humorous adverts.

http://www.youtube.com/watch?v=N2oL_gXE

Ctg

http://www.youtube.com/watch?v=D5TsZ6iya

H4

Justify

Our audience appeal comes from the story line and the surprising funny end.

We are also aiming the advert to be on air during times which our target

audience will be watching

As this chocolate bar has not been in the public eye for a long time, we are re

launching the classic snack bar which many will find new and others will know

of. This gives us the advantage of altering its target audience and line of

appeal.

Resources: Technical:

Resources: Logistical:

Location-

Hainult Forest

Cast-

Shakir Ahmed = Ghost Face

? = Running Girl

Crew-

Aaron Bihal

Mahdi Mustafa

Permissions- n/a

Deadline:Key Dates:

Potential Issues:

- Weather = We will check the weather forecast before we go out

-Transport = We will need to double check and confirm the means of transport

which we will be using to get there. This is most likely be a car.

-Illness = Crew & cast will need to confirm they will be available to come.

Plan B:

- If the weather is bad we will postpone the day of filming, if it continues we

will cover the equipment.

- Alternative routes will be confirmed and also other means of transport are

available.

(Flash Presentation shown here)

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