Digital Adwise T-Mobile Lesson 5 How a digital ad is made

1. Digital AdwiseT-Mobile Lesson 5How a digital ad is made featuring T-Mobile and Saatchi & Saatchi

2. Learning Outcomes • To understand that ads are produced by agencies for clients • To look at how online ads are developed and their strategies • To understand the process of a making a digital campaign, and the different roles of personnel involved

3. Starter- Pitching an idea When a company want to advertise a product they will ask an advertising agency to design an ad for them. The company will usually ask more than one advertising agency to explain their ideas and will then choose the idea that they like the best. The advertising agency with the best idea is then paid to produce the advert for the company.

4. Starter- Pitching an Idea Each advertising company wants to be chosen to produce the advert. They have to compete with the other advertising agencies to get the job. Their presentation needs to convince the company that their advertising campaign will sell the product. This persuasive and informative presentation is called a pitch.

5. T-Mobile Campaign Activity 1: How is an ad made? Today we are going to look at the way an advertising campaign is organised. T-Mobile is a communications company and they employed the advertising agency Saatchi and Saatchi to produce an advertising campaign for them. What was the brief that they gave the advertising company? Listen to it here

6. Activity 1: How is an ad made? T-Mobile Campaign T-Mobile thought that the advertising company called Saatchi and Saatchi had the best ideas. Saatchi and Saatchi were paid to produce the campaign for T-Mobile which included this advert. http://www.youtube.com/watch?v=VQ3d3KigPQM

7. Activity 1: How is an ad made? T-Mobile Campaign Who was the target audience? Why? What was the slogan? Why? What formats were used in the campaign? Why? Which images helped to sell the product?

8. Activity 1: How is an ad made?

9. Marketing Director Activity 1: How is an ad made? Let’s meet Lysa, Head of Brand, T-Mobile • What was the product you were trying to sell? • What did you hope to achieve with this campaign? • Who was your target audience? • What were you trying to say about T-Mobile? Watch Interview

10. Activity 1: How is an ad made? Account Director • Why was the pitch so important? • What were your initial ideas for the campaign? • What did you hope to achieve with this campaign? • Who was your target audience? Let’s meet Sally, Business Leader at Saatchi & Saatchi Watch Interview

11. Activity 1: How is an ad made? Creative Director Let’s meet Rick and Steve, Creatives at Saatchi & Saatchi • How did you come up with the ideas for the campaign? • How did you know it would work? Watch Interview

12. Activity 1: How is an ad made? Filming Director Let’s meet Ed , TV producer at Saatchi & Saatchi • How did you film the TV ads and video material? • What was the best thing that happened? • What was the worst thing that happened? • How do you feel about the finished TV ad? Watch Interview

13. Activity 1: How is an ad made? Placement Planner • Where did you place the ads? • Why did you decide to place them there? • Why did you decide to use digital ads? • Which ads were seen by the most people ? Let’s meet Gareth, Planner at Saatchi & Saatchi Watch Interview

14. Activity 1: How is an ad made? Our Class is an advertising agency called… Our client is the Head Teacher. The Head Teacher has asked us to come up with an advertising campaign for the school open day. The campaign should encourage parents to visit the school and should showcase some of the exciting activities that go on during a school day.

15. Activity 1: How is an ad made? Our Class is an advertising agency called… Marketing Director: Class Teacher Account Directors: Teaching Assistant Creative Team: Group A and Group B Planners: Group C If we are successful (and the Head Teacher likes our ideas) we will get the opportunity to take on the roles of Filming Directors, Digital Directors and Web-designers too!

16. The Brief • The school needs an advert for an open day. • The advert will be aimed at parents. • The advert should encourage parents to visit the school and take a guided tour.

17. Activity 1: How is an ad made? Account Director The Account Director will be overseeing the work and offering support when needed.

18. Activity 1: How is an ad made? Creative Team A Task • Choose three images for the ads Success Criteria I can explain why the images I have selected will appeal to parents.

19. Activity 1: How is an ad made? Creative Team B Task • Choose a slogan for the ads Success Criteria I can give reasons for selecting the slogan.

20. Activity 1: How is an ad made? Planners Task • Choose three formats for the ads • Decide where these adds will be placed Success Criteria I can explain why the formats I have selected will appeal to parents. I can explain why I have chosen to place adverts in particular locations.

21. Activity 2Pitch your idea to the Head Teacher • You are now going to work in groups of three to create a pitch for the Head Teacher. • You will need to explain your ideas clearly. • Each group will have two creative directors and one planner. • Give each other time to share your ideas. • Can you create a pitch which will persuade the Head Teacher that our advert will be effective?

22. Activity 2Pitch your idea to the Head Teacher • Explain why the slogan will appeal to parents 2) Explain why you have selected these images. What aspects of the school are you showcasing? 3) Explain the formats you will use. Give three good reasons why you think the formats you have selected will be noticed by parents. Where and when will they see the ads? 4) How will parents feel when they see the ad? Why will they be persuaded to come to the open day? Can you say why you think your ad will work in one sentence?

23. Success Criteria

24. Plenary What makes a good pitch? What other information could have been included in the pitch? Was the pitch successful? If we receive the money to produce the ad what resources would we need? How long will it take to produce? How much would it cost? Could we lower the cost by using different formats?