lachlanhughes12.files.wordpress.com … · Web viewCamera pans to clear sky where logo, tag line and information to website are show with final call to action. TVC IDEA 2. TV AD

MEDIUMS - Ambient, TVC, ADSHELS Mandatories: government crest, 12 25 23, daf.qld.gov.au/fireants

IDEAS:Cane toads - THE SEQUEL -- MORE ANNOYING, MORE DANGEROUSInsignia - Ant Eater

Big idea: we are the first line of defense for fire ants, we need to know the enemy and be the eyes on the ground - ENLISTMENT TO A CAUSE, avoiding a military recruitment tone, but a definite propaganda slant / “call to action”

“Know your enemy” consistent across all three mediums (need to reword this in a less cliche way): outlining the distinct features of the fire ant in a magnified, scaled, menacing manner - impactful by contrasting how they’re right next to places we hold dear to us culturally, our own backyard or areas that families dwell

Punctuate all of these with the hotline and website

Interactive exhibit - army recruitment style tent with engaging, over the top actor playing recruiter in queen street mall

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Potential taglines and headings “eradicate the invading army”“we are interested in your intel”“you’re the first line of defence for fire ants”“participate, locate and eradicate”“be the first line of defence against fire ants” Insignia design idea? AFA= anti fire and army or anti fire ant association


Potential Outdoor design- Red camo- Anti-fire ant posters and information- Specimens and nest examples- Call to actions- Stickers

TVC IDEAS:TVC IDEA 1Dramatic shots of a child putting on gumboots, garden cloves, a hat, zinc (like war paint) and a magnifying glass in their belt loop. Pump up army-like music Voice over talking about negative effects fire ants have on people and how the Queensland government needs your assistance to help stop this infestation.


Shot ends with her stepping out into her backyard with a parent Camera pans to clear sky where logo, tag line and information to website are show with final call to action

TVC IDEA 2TV AD - TYPICAL QUEENSLAND PARK/BACKYARD FAMILY PLAYING, HAPPY ENVIRONMENT ZOOM IN TO EXTREME PERSPECTIVE OF FIRE ANT - KNOW YOUR ENEMY OUTLINING DISTINCTIVE FEATURES WHILE EMPHASIZING THEIR SMALL SCALE AND MAKE THEM LOOK MENACING CONTRAST BACK TO FAMILY TO ILLUSTRATE HOW INVISIBLE AND UNASSUMING THE ANT IS HIGHLIGHT THINGS YOU MAY HAVE MISSED -- MOUNDS ON GROUND, PROXIMITY TO WATER

Extreme close up perspective of fire ant on ground from behind looking up at family enjoying time in backyard with eski, umbrella, kids playing


Working body copy for burning billboard:Sun, surf, picnics. We Australians love the outdoors and fire ants pose a threat to our beloved way of life. Help us eradicate this .

POSTER/ADSHEL IDEAS

CREATIVE STRATEGY STATEMENT CLIENT: Department of Agriculture and Fisheries PRODUCT: The National Red Imported Fire Ant Eradication Program PRODUCT DESCRIPTION: The Program has recently commenced a 10 year program to eradicate fire ants from Australia.


The program operates an annual fire ant treatment program in south east Queensland (SEQ) in conjunction with a surveillance program. It also provides fire ant education for a range of industry, government, residents and schools, and enforces compliance with biosecurity legislation regarding fire ant carriers. A large part of the fire ant program focuses on community engagement that encourages people to look for, and report fire ants. ADVERTISING PROBLEM: Research tells us that awareness amongst the SEQ target audience of the term ‘fire ants’ is high (89%), however, detailed awareness of fire ants is low (impacts, how to identify). Depending on location, residents of SEQ have differing levels of awareness and knowledge of fire ants. When asked, some residents could not answer if fire ants were in their area. While people in areas of treatment are likely to know more about fire ants, those outside current treatment areas do not. This means that a large population of people cannot identify or report fire ants to the Program. ADVERTISING OBJECTIVES: We need you to increase the awareness of fire ants in SEQ and motivate people to check their yards and local parks and report back to us. For the 10 year plan to be successful, we need more eyes on the ground. MEDIA (CHOOSE AT LEAST THREE): Social media, TV ad, outdoor. TARGET AUDIENCE: Residents living within south east Queensland (Brisbane, Logan, Gold Coast, Scenic Rim, Lockyer Valley, etc) aged 18-65. SINGLE-MINDED PROPOSITION (8 WORDS OR LESS DESCRIBING THE KEY MESSAGE YOU WANT TO GET ACROSS): Be our eyes on the ground and report. POSITIONING (HOW YOU WANT TO BE “PLACED” IN THE TARGET CONSUMER’S MIND, ESPECIALLY RELATIVE TO YOUR COMPETITION): We want to be seen as trusted and well-intentioned (backed-up with experience, skills and knowledge), working with the community to create a benefit for all. OTHER INFORMATION/SUPPORTING COPY POINTS:Refer to powerpoint. TONE OF ADVERTISING: The tone is friendly, personable, with slight authority. Simple and easily digestible.


BRAND CHARACTER OF PRODUCT/CLIENT (SOME WORDS TO DESCRIBE CLIENT AS A BRAND): Down to earth, outdoorsy type, that loves the Aussie way of life. Gives attention to the environment because life would be less enjoyable if they couldn’t run around barefoot because of fire ants, or just love the green area they live in.

CREATIVE STRATEGY STATEMENT:

Advertising will enlighten 18-65 year old SEQ residents about the dangers and distinguishing features of fire ants and of the objectives of The National Red Imported Fire Ant Eradication Program, prompting people to check their own yards and local parks before reporting to the hotline. Support will be consistent educational content through the use of print, outdoor and TVC advertising funnelling people to informative websites and a hotline to report fire ant locations. Tone will be “campy” yet sincere, authoritative and encouraging. Character of the program is down to earth, engaging and gives attention to the environment and the impact fire ants will have on their beloved Aussie way of life.

RATIONALE

The big idea of the campaign is that the public is the first line of defence against the threat of fire

ants, with residents encouraged and provided the opportunity to respond to a military-esque

“call to action,” in the form of the slogan “Locate, Participate, Eradicate,” which succinctly

outlines three distinct steps to highlighting fire ant locations and hotspots in South East

Queensland. ‘Locate’ will make slight use of the “Fear Appeal” so people feel they are assuming

a risk if they do not actively engage in locating fire ants (Newbold, 2017). The ‘Participate’

aspect will play on the viewers sense of community, taking a tangible step to fix the problem and

motivated by a desire to live in a harm free environment (Ference, 2017). The third part to the

campaign, ‘Eradicate’ makes use of the call to action included in all advertisements and

encourages individuals to contact the hotline so the threat can be treated and removed (Smith,

2015).


PITCH STRUCTURE CONTENT Australia has been battling the issue of invasive fire ants for over a decade. This pest can have a catastrophic effect on the Australian environment and our way of life.

We have decided the engage our audience’s sense of community and appeal to their sense of duty to protect our country. We have broken the campaign into three key categories; General awareness of the issue, Identification of ants and nests, and Call to action. We have decided to stray away from the traditional clinical style of government publications, by engaging our audience through a more entertaining, eye-catching style that still nails home the seriousness of the issue. The tone consistent throughout the whole campaign will be recruitment style movie-esque themes that grabs the audience attention before delivering the crucial information that is vital for the public to know if we are to tackle this threat.

COPY DECKS FOR EVERY AD

Campaign

General Awareness of issue

Identification

Features of ants:

- Various sizes ranging between 2-6mm- Coppery-brown colour with darker abdomen- Swarm & attack when disturbed

Features of Nest:

● Nests look like dome-shaped mounds, they do not have a clear hole for the ants to enter and exit.


● Mounds are not always easily noticed, but are usually found in open areas such as lawns, pastures, along roadsides and unused crop-land—they can also be found next to, or underneath timber, logs, rocks, pavers or bricks.

● They can be up to 40cm high.

Spread:

Fire ants spread naturally through mating. A newly mated female (queen) can fly up to two kilometres to find a suitable nesting site.

Fire ants can also be spread by human activity. Movement of items such as soil, mulch, baled straw, potted plants and turf as well mining or quarrying by-products can spread fire ants. Moving items and containers which have been stored in infested areas can also spread fire ants.

Call to action - community involvement/ recruitment

Impact on community and environment:Fire ants can infest parks, sporting fields and other recreational spaces making them unusable. The outdoor lifestyle Australians enjoy can

Displace or eliminate some of Australia's unique native speciesWill cause major changes in an ecosystem over time Destroy natural environments such as world heritage areas and national parks

BIG IDEA

-Appeal to the public’s sense of community and duty to protect our country- Dramatized movie style that engages the audience while the seriousness still resonates

GENERAL AWARENESS -Pop up tent


IDENTIFICATION OF ANTS AND NESTS - Pop up Tent

CALL TO ACTION -Pop up tent

To Print:


CLIENT: DEPARTMENT OF AGRICULTURE AND FISHERIES PRODUCT: WWW.DAF.QLD.GOV.AU/FIREANTS MEDIUM: OUTDOOR INSTALLATIONDATE: 27/07/04

DESIGN: Red camouflage army recruitment tent placed on the Queen Street mall main strip. Only has back and sides of tent with an open front. Top of tent reads ‘RECRUITMENT’. Left side reads ‘KNOW YOUR ENEMY’. Right side reads ‘GET BRIEFED INSIDE’. Right side of the open side of tent flanked by a large ant farm housing a fire ant colony. Other side has a large canvas on an easel. The canvas has a blown-up diagram of a fire ant and lists key features that make it easier to identify them. Large scale models of fire ants sit in front of the tent about 1 foot long. Paid actor dressed as Army Sergeant to educate onlookers in character.

CLIENT: DEPARTMENT OF AGRICULTURE AND FISHERIESPRODUCT: WWW.DAF.QLD.GOV.AU/FIREANTSMEDIUM: SOCIAL MEDIA: INSTAGRAM Social Media Platform: Instagram Image: Instagram post of young adult woman at Splendor of the Grass. She stands in foreground and festival decorations are in background. Top left corner of Instagram post has a fire ant looming over it and it looks as though the post is being burnt. It looks singed and blackened paper is curling. Text: Caption under Photo: The hidden enemy that is fire ants have invaded our shores. They can turn any enjoyable event into your worst nightmare. It’s up to us as a nation to put a stop to these pests. Go to www.daf.qld.gov.au to join the fight. Locate. Participate. Eradicate. CLIENT: DEPARTMENT OF AGRICULTURE AND FISHERIES PRODUCT: WWW.DAF.QLD.GOV.AU/FIREANTSMEDIUM: SOCIAL MEDIA: FACEBOOK

Social Media Platform: Facebook

Pic: Facebook profile picture frame. Gives the affect that a fire ant is crawling out of the top left corner of photo. Around the fire ant it looks at though the photo is being scorched and is burnt and curling. Behind fire ant there is black negative space with the


Australian government logo in white.

Text: In negative space behind fire ant one line reads “Call 12 25 23” in white, the information number for Department of Agriculture and Fisheries. Below help number in red it reads, “www.daf.qld.gov.au’, the information website for the fire ants campaign.

CLIENT: QUEENSLAND GOVERNMENT DEPARTMENT OF AGRICULTURE AND FISHERIES

PRODUCT: NATIONAL IMPORTED FIRE ANT ERADICATION PROGRAMMEDIUM: (OOH, BILLBOARD)

DATE: 24/10/18 Headline: Our way of life will be the price we pay

Pic: (EXU OF GRASS IN THE FOREGROUND. A 10-CENT PIECE SITS AMONGST THE BLADES OF GRASS WHILE FIRE ANTS CLIMB OVER IT. IN THE DISTANCE ON A HILL A PICNIC IS DISTURBED WITH A WOMAN JUMPING IN THE AIR FRIGHTENED.)

Copy: Invasive fire ants are spreading their way across

Queensland. The Australian public is our first line of defense to stop this pest destroying our parks and environment. Be our eyes and ears on the ground.

Logo: (QLD GOVERNMENT CREST) Bold: 13 25 23 Bold: daf.qld.gov.au/fireants

REFERENCES:


Ference, A. (2017). 7 Customer Engagement Strategies You Can Easily Try | Outbrain Blog. Retrieved from https://www.outbrain.com/blog/3-golden-customer-engagement-strategies-that-marketers-cant-ignore/

Newbold, C. (2017). THE FEAR APPEAL (ADVERTISING). Retrieved from http://thevisualcommunicationguy.com/2017/09/14/the-fear-appeal-advertising/

Rampton, J. (2018). 8 Ways To Engage Better With Your Customers. Retrieved from https://www.forbes.com/sites/johnrampton/2015/09/14/8-ways-to-engage-better-with-your-customers/#7a9033ba51f3

Smith, J. (2015). The Power Of The Call to Action & How Its Strength Boosts Conversions - Marketing Land. Retrieved from https://marketingland.com/power-call-action-strength-boosts-conversions-145845

The Research tells us that awareness amongst the SEQ target audience of the term ‘fire ants’ is high, however, detailed awareness of fire ants is low (impacts, how to identify).

Big idea: we are the first line of defense for fire ants, we need to know the enemy and be the eyes on the ground - ENLISTMENT TO A CAUSE, avoiding a military recruitment tone, but a definite propaganda slant / “call to action”

DAF has be struggling with invasive fire ants for over 10 years :( but we are here to help :) We are engaging our audience with entertaining adverts which don’t subtract from the seriousness of the issue

The core message is to educate and motivate the queensland public to take up arms and participate in the fight against the fire ant menace


The department of Agriculture and Fisheries cannot eradicate this threat alone, it is time to enlist the help of the general Australian public to do their part to help preserve the country we love.

We have broken the campaign into three key categories; General awareness of the issue, Identification of ants and nests, and Call to action. We have decided to stray away from the traditional clinical style of government publications, by engaging our audience through a more entertaining, eye-catching style that still nails home the seriousness of the issue. The tone consistent throughout the whole campaign will be recruitment style movie-esque themes that grabs the audience attention before delivering the crucial information that is vital for the public to know if we are to tackle this threat.

lachlanhughes12.files.wordpress.com … · Web viewCamera pans to clear sky where logo, tag line and information to website are show with final call to action. TVC IDEA 2. TV AD

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