1. Assignment Assignment Creating an ad Script ‘Ultimate Freedom’ The world and beyond Vespa Eleni Meuffels & Lotte de Koning April 13, 2015 RSG Broklede 4 VWO

2. The subject and audience Vespa scooter Vespa scooter Audience: Audience: Young businessman; suit, white shirt and tie? Young businessman; suit, white shirt and tie? Romantic couple; nature and picnic basket? Romantic couple; nature and picnic basket? Teenager; freedom of movement? Teenager; freedom of movement?  basic concept is freedom; feeling free to go wherever you want

3. The target audience Best selling opportunities  teenager, largest group to buy a scooter Wants to be independent Wants to be independent Detaches theirselves from parents Detaches theirselves from parents Experience school as stupid Experience school as stupid  expanding the basic concept  but without excluding the other potential buyer

4. The basic concept expanded Expanding concept, by adding other key words  being independent  detachment from your surrounding  new discoveries  new adventures  pushing the limits  the world and beyond  ultimate freedom  but, be aware to exclude no one; create the same feeling to all the audience! create the same feeling to all the audience! ( We want to sell to everybody! ) ( We want to sell to everybody! )

5. The image of the ad Target audience, the teenager Use icons on phones and tablets Use icons on phones and tablets Use short text on WhatsApp and Twitter Use short text on WhatsApp and Twitter Don’t read Don’t read  So, visualize the message  A poster

6. Location of poster A high probability of seeing the poster At the entrance or exit of schools At the entrance or exit of schools Bus shelters nearby school Bus shelters nearby school Hockey and football fields Hockey and football fields Entrances of shopping centres Entrances of shopping centres

7. The poster Has to visualize The concept The concept The idea The idea The thought The thought The feeling The feeling Has to represent Atmosphere Atmosphere Content Content Image Image

8. What should poster evoke

9. Accompanying music Advertising and music are inseparable Advertising and music are inseparable Appreciation of the music leads to appreciation of commercial and vice versa Appreciation of the music leads to appreciation of commercial and vice versa Key element in the song: RECOGNITION ! Key element in the song: RECOGNITION ! Song: ‘Born Free’ by Kid Rock, Song: ‘Born Free’ by Kid Rock, https://www.youtube.com/watch?v=bu3rsha1ZtI https://www.youtube.com/watch?v=bu3rsha1ZtI Can be used in shopping centre or at football and hockey games. Can be used in shopping centre or at football and hockey games.

10. It shows: adventure independency detachment discoveries pushing the limits new borders the world and beyond ultimate freedom And it feels like that you can take it right out of the poster to follow your own dream of freedom

11. Guiding human behaviour Robert Cialdini and Steve Martin: 6 short cuts as universals that guide human behaviour  Scarcity  benefits  unique  lose  it’s all about freedom