Powerpoint Lesson15

8/13/2019 Powerpoint Lesson15

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Digital AdwiseDigital AdwiseT-Mobile Lesson 5T-Mobile Lesson 5

How a digital ad is madeHow a digital ad is made

featuring T-Mobile and Saatchi &

Saatchi



Learning OutcomesLearning Outcomes

• To understand that ads are produced b

agencies for clients• To loo! at how online ads are de"eloped

and their strategies

• To understand the process of a ma!ing adigital campaign# and the different roles of

personnel in"ol"ed



Starter- $itching an ideaStarter- $itching an idea

%hen a compan want to ad"ertise a

product the will as! an ad"ertising agenc

to design an ad for them

The compan will usuall as! more than

one ad"ertising agenc to e'plain their

ideas and will then choose the idea that

the li!e the best

The ad"ertising agenc with the best idea

is then paid to produce the ad"ert for the

compan



Starter- $itching an (deaStarter- $itching an (dea

)ach ad"ertising compan wants to be

chosen to produce the ad"ert The ha"e

to compete with the other ad"ertising

agencies to get the *ob

Their presentation needs to con"ince the

compan that their ad"ertising campaign

will sell the product This persuasi"e andinformati"e presentation is called a pitch



T-Mobile +ampaignT-Mobile +ampaign

Toda we are going to loo! at the wa an

ad"ertising campaign is organised

T-Mobile is a communications compan and

the emploed the ad"ertising agenc Saatchi

and Saatchi to produce an ad"ertising campaign

for them

%hat was the brief that the ga"e the ad"ertising

compan, Listen to it here

Acti"it . How is an ad made,Acti"it . How is an ad made,

http://digitaladwise.mediasmart.org.uk/videos/lesson15/brief.mp4






T-Mobile +ampaignT-Mobile +ampaign

T-Mobile thought that the ad"ertisingcompan called Saatchi and Saatchi had

the best ideas

Saatchi and Saatchi were paid to produce

the campaign for T-Mobile which included

this ad"ert http.//wwwoutubecom/watch,"0123d34ig$


http://www.youtube.com/watch?v=VQ3d3KigPQM

http://www.youtube.com/watch?v=VQ3d3KigPQM



T-Mobile +ampaignT-Mobile +ampaign%ho was the target audience,

%h,

%hat was the slogan, %h,

%hat formats were used in the

campaign, %h,

%hich images helped to sell the

product,

Acti"it . Ho w is an ad made,Acti"it . How is an ad made,

http://www.digitaladwise.mediasmart.org.uk/pdf/activitysheets/lesson6/Audiences.pdf

http://www.digitaladwise.mediasmart.org.uk/pdf/activitysheets/lesson6/Slogans.pdf

http://www.digitaladwise.mediasmart.org.uk/pdf/activitysheets/lesson6/Images.pdf


http://www.digitaladwise.mediasmart.org.uk/pdf/activitysheets/lesson6/Formats.pdf






Mar!eting DirectorMar!eting Director Lets meet Lsa#

Head of 6rand# T-

Mobile

• %hat was the product

ou were tring to sell,

• %hat did ou hope toachie"e with this

campaign,

• %ho was our target

audience,

• %hat were ou tring

to sa about T-Mobile,


%atch (nter"iew

http://digitaladwise.mediasmart.org.uk/videos/lesson15/lysa.mp4

http://digitaladwise.mediasmart.org.uk/videos/lesson15/lysa.mp4



Account DirectorAccount Director

Lets meet Sall#

6usiness Leader at

Saatchi & Saatchi

• %h was the pitch soimportant,

• %hat were our initial

ideas for the

campaign,

• %hat did ou hope to

achie"e with this

campaign,• %ho was our target

audience,


%atch (nter"iew

http://digitaladwise.mediasmart.org.uk/videos/lesson15/sally.mp4





+reati"e Director+reati"e Director

Lets meet 7ic! and

Ste"e# +reati"es at

Saatchi & Saatchi

• How did ou come up

with the ideas for the

campaign,

• How did ou !now it would wor!,


%atch (nter"iew

http://digitaladwise.mediasmart.org.uk/videos/lesson15/ricksteve.mp4

http://digitaladwise.mediasmart.org.uk/videos/lesson15/ricksteve.mp4



8ilming Director8ilming Director

Lets meet )d #

T1 producer at Saatchi &

Saatchi

• How did ou film the

T1 ads and "ideo

material,

• %hat was the bestthing that happened,

• %hat was the worst

thing that happened,

• How do ou feel about

the finished T1 ad,


%atch (nter"iew

http://digitaladwise.mediasmart.org.uk/videos/lesson15/ed.mp4

http://digitaladwise.mediasmart.org.uk/videos/lesson15/ed.mp4



$lacement $lanner$lacement $lanner

• %here did ou place

the ads,

• %h did ou decide to

place them there,• %h did ou decide to

use digital ads,

• %hich ads were seenb the most people ,

Lets meet 9areth#

$lanner at Saatchi &

Saatchi


%atch (nter"iew

http://digitaladwise.mediasmart.org.uk/videos/lesson15/gareth.mp4

http://digitaladwise.mediasmart.org.uk/videos/lesson15/gareth.mp4



Our +lass is an ad"ertisingOur +lass is an ad"ertising

agenc called:agenc called:

Our client is the Head Teacher

The Head Teacher has as!ed us to come up

with an ad"ertising campaign for the school

open da

The campaign should encourage parents to

"isit the school and should showcase some of

the e'citing acti"ities that go on during a

school da




Our +lass is an ad"ertisingOur +lass is an ad"ertising

agenc called:agenc called:Mar!eting Director. +lass Teacher

Account Directors. Teaching Assistant

+reati"e Team. 9roup A and 9roup 6$lanners. 9roup +

(f we are successful ;and the Head Teacherli!es our ideas< we will get the opportunit to

ta!e on the roles of 8ilming Directors# Digital

Directors and %eb-designers too=




The 6riefThe 6rief

• The school needs an ad"ert for an open

da

• The ad"ert will be aimed at parents

• The ad"ert should encourage parents to

"isit the school and ta!e a guided tour



Account DirectorAccount Director

The Account Director will be o"erseeing the wor!

and offering support when needed




+reati"e Team A+reati"e Team A

Tas!

• +hoose three images for the ads

Success +riteria

( can e'plain wh the images ( ha"e selected

will appeal to parents


i i i d d



+reati"e Team 6+reati"e Team 6

Tas!

• +hoose a slogan for the ads

Success +riteria

( can gi"e reasons for selecting the slogan


i i i d d



$lanners$lanners

Tas!

• +hoose three formats for the ads

• Decide where these adds will be placed

Success +riteria

( can e'plain wh the formats ( ha"e selected

will appeal to parents

( can e'plain wh ( ha"e chosen to placead"erts in particular locations




Acti"it >Acti"it >

$itch our idea to the Head Teacher$itch our idea to the Head Teacher

• ?ou are now going to wor! in groups of three to create a

pitch for the Head Teacher

• ?ou will need to e'plain our ideas clearl

• )ach group will ha"e two creati"e directors and oneplanner

• 9i"e each other time to share our ideas

• +an ou create a pitch which will persuade the Head

Teacher that our ad"ert will be effecti"e,



Acti"it >Acti"it >

$itch our idea to the Head Teacher$itch our idea to the Head Teacher

1) Explain why the slogan will appeal toparents

2) Explain why you have selected these images.

What aspects of the school are you

showcasing?3) Explain the formats you will use. ive three

good reasons why you thin! the formats you

have selected will "e noticed "y parents.

Where and when will they see the ads?#) $ow will parents feel when they see the

ad? Why will they "e persuaded to come

to the open day? %an you say

http://www.digitaladwise.mediasmart.org.uk/pdf/activitysheets/lesson6/Images.pdf


http://www.digitaladwise.mediasmart.org.uk/pdf/activitysheets/lesson6/Formats.pdf



Success +riteriaSuccess +riteria



$lenar$lenar

What ma!es a good pitch?

What other information could have "een included in the

pitch?

Was the pitch successful?

&f we receive the money to produce the ad what resources

would we need?

$ow long will it ta!e to produce?$ow much would it cost?

%ould we lower the cost "y using different formats?

Powerpoint Lesson15

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