A Proposal for an Advert Campaign

Lucozade Sport

Prepared by Blake Hemmings

Endless Limits

PROPOSAL

Short summary of idea

Our plan for Endless Limits is to work with Lucozade Sport to encourage people to start
exercising and running during lockdown to keep fit and healthy. The reason why we have
chosen this idea is because it is important for people to keep fit and have a good mindset
over national lockdowns in the United Kingdom.

And you might be wondering why people need Lucozade Sport and that is because Lucozade
Sport will keep you fuelled, hydrated and will keep your performance up to the best it can
be.

Our concept is to also put out two hashtags which people can engage and interact with on
social media, and our hashtag is #MadeToImprove and #ShareYourImprovement and we
have chosen these two hashtags because people can showcase themselves on social media
doing their daily runs or exercise through lockdown.

Tag line
The tagline that we will be using for this advert campaign is Made to Improve, its very
similar to the old Lucozade Sport tagline however we have changed it from Made To Move
to Made to Improve due to the changes we are making to the selling point for the drink.
SM handles/Hashtags

For the Lucozade Advert campaign, we have created an account on Instagram. The reason
we have chosen this specific platform is because it is mainly a place to see visual images and
videos, and people find it easy to get around and use. Also, we find that younger people are
starting to use Instagram and so this also fits into the target audience.

Our Instagram handle is: @lucozade_adcampaign; and our hashtags that we will be using
are: #shareyourimprovement and #MadeToImprove.

Call to action

The call to action for our Advert campaign is on our social media and it is linked with our
hashtags #MadeToImprove and #ShareYourImprovement. We will be requesting people to
use these hashtags to show how Lucozade is helping them with their exercise and keeping
fit while for the most part, we are all housebound.

The hashtag will be used for people to share what they are doing by posting photos and
videos, with the overall goal being to build a community of people all doing exercise, who
can come together despite being so far apart.

Which advertising structure are you going to use?

The advertising structures that we are using are documentary and realist narrative. The
reason we think it is a documentary type advert is because people who are featured in the
advert are documenting themselves working out and doing exercise during lockdown life
and this is an example of how our hashtags will be used.

However it is also partly a realist narrative as it tells the story of people with variant ages
going out, exercising and improving on themselves.

Which Style do you plan on using?

The style of our advert is Desire. This is because the advert shows people who are
exercising, improving on themselves and keeping fit despite the affect that lockdown has
had on all our lives. The viewers of the advert will see the people in the advert as normal
people just like them and will be inspired to go out and do something themselves.

This links back to the idea of desire, because the viewers of the ad will probably want to
improve on themself and their body and seeing this ad will only make their desire for that
stronger.
Which technique of persuasion will you use?

Our advert is focused on improvement in the mind and body, we are using exercise to show

people thriving in lockdown and enjoying their time as much as they can during such a
testing time.

Therefore, we decided our technique of persuasion for the advert is lifestyle appeal, as

those watching the ad will want to be like the actors included in the ad and as a result will
be drawn towards the product. They will watch and think to themselves that it doesn’t seem
that difficult to start exercise and even though it may not be a long-term lifestyle change for
them it will be a good change of pace for the time that they are involved with exercise.

Although we could have included a number of these techniques for our advert we decided

the best suit for ours would be to focus on the lifestyle appeal to make it easier for
the advert to seem consistent and make it easy to understand.

Who is your target audience?

The original target audience for Lucozade Sport has been young, active people who are
motivated and enjoy exercise. However in our campaign we are increasing the age range to
include older audiences as well.

Because of this our new advertising campaign will be focusing a lot on gaining more buyers
for Lucozade by attracting more people but we will also be capitalizing on those who already
buy Lucozade. This will be possible with our Tagline and hashtag Made To Improve, which
will not only encourage people to get up and out for exercise but also to keep it up and
focus on always getting better.

Despite our new direction regarding target audience the demographics and psychographics

are staying almost exactly the same, with the only change being the target audience
age range.

Cap codes you have to be aware of

Cap codes that we will have to be aware of during the production of this advert are: Weight
control and slimming; and we will also need to make sure that it is not misleading in any
way. To do that we will need to take care when writing the TV advert and the Radio advert,
firstly to make sure that we are not lying in any way and also to make sure that we know
exactly what we are selling. This is because it is very important that we do not offend
anyone with the adverts and we want them to overall be positive for people to watch.

Platform/channel the video will be shown on

The TV channels that we will want to put our advert on are either ITV or Sky Sports, these
are both channels which are quite popular, watched by young people and adults who are
the target audience for this advert campaign. Also Sky Sports is already about sports and
activities so would be perfect for this product.

As well as having the advert aired on TV we will also have a shortened version of the advert
that will be posted on our Instagram account.

Radio station the radio advert will be shown on

The radio stations that we will be showing our advert on are Kiss FM and talkSPORT FM, this
is because even though it will cost more to have the ad shown on both it will get the advert
heard by people of different ages and interests so we will get a lot of exposure for the
Lucozade Sport product.

Advertising Costs

TV Advert – Our 35 second TV Ad will be played between 5pm and 7pm (early evening) in
the Southwest, the Midlands and the North for 3 weeks which will cost us £230,398

Radio Advert – Our Radio Ad will be shown on Regional and National radio for 3 weeks
which will cost £37,500

Poster – We will be advertising our posters on buses and bus stops for 3 weeks which will
cost £840

Social Media – We will be advertising on Instagram and YouTube for 3 weeks which will cost
us £441

Total - £269,17

Who is working on the film (include job roles):

Josh Wildgust’s role in the group is to research everything to do with Lucozade. His research
could vary from key statistics relating to Lucozade or just facts related to the overall history
of the Company.

Reuben Wagstaff is the director for this campaign and his job is to be visually creative and
engaging with the team to direct everyone towards a good looking final product.

Daisy Bisgrove is the social media manager for this campaign, she is sctive on Instagram,
organising posts and keeping the followers engaged.

Blake Hemmings is the producer for this advert campaign. He works with the team to make
sure that all work gets done and to a high standard which everyone is happy with
Resources needed (equipment, cast, props, locations):

The equipment that we need for producing the adverts are all of our mobile phones for
filming and recording, we will also need a PC for editing the adverts, and we will also need
microphones for some recordings and recording sfx.

The cast for the adverts will be people from the crew as well as people in contact with us if
needed. The radio ad will be a conversation between 2 people and the TV ad will have a
number of people doing exercise in it.

The props that we will need for filming are a spin bike, weights and Lucozade Sport bottles
for all acting in the ad, the rest will just be in the choice of clothing for the advert.

The locations for filming will be: Woodlands Rd, Portishead, Bristol(Reuben’s House); The
Orchard, Warren’s Hill, BS273LN(Blake’s house); 11 mamba grove, BS248EW(Josh’s house)
and Weston Super Mare Beach.