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

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

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.

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.

Activity 1: How is an ad made? T-Mobile Campaign 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 Who have they selected to join in with the dance? Why?

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=VQ3d3Kig PQM

T-Mobile Campaign Who was the target audience? Why? 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? This is a recap from the previous lesson. The slogan for the campaign was ‘Life’s for Sharing?’ Why was that slogan chosen? Pupils should be divided into small groups to discuss how this T-Mobile campaign was designed to appeal to young people. The groups will discuss and identify the formats and images that were used. Why were these selected? Why might these appeal to young people? Which images helped to sell the product?

Activity 1: How is an ad made?

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

Account Director Activity 1: How is an ad made? 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

Creative Director Activity 1: How is an ad made? 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

Filming Director Activity 1: How is an ad made? 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

Placement Planner Activity 1: How is an ad made? Let’s meet Gareth, Planner at Saatchi & Saatchi 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 ? Watch Interview

Our Class is an advertising agency called… 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.

Our Class is an advertising agency called… 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!

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.

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

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

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

Planners Activity 1: How is an ad made? 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.

Activity 2 Pitch 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?

Activity 2 Pitch 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? Pupils should be divided into small groups and be given a target audience. Explain that each group will plan a digital ad by selecting a format, image, slogan and additional text (copy). Everyone will plan an ad for MILK, but each group will have a different target audience. The groups will have to decide the best way to advertise the product to their particular audience. 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?

Success Criteria Explain that by the end of the session the children should be able to explain their design choices using the success criteria.

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?