In my creative journalism class, we were divided into groups and assigned companies to design the creative plan for hypothetical advertising campaigns. The purpose of this assignment was to gain experience working on creative for the print, radio, and television stages of an advertising campaign. As a group, we used research to generate big ideas that drove the creative within each of these mediums and produced examples of our creative concepts.
Bud Light Print Ads Strategy Brief
Our message aims to spread the belief amongst our target consumer market that adding Bud Light to various leisure activities will significantly increase the level of enjoyment for that activity, consequently increasing purchasing behavior.
Our target market for these ads is predominantly male, single, age 25 - 34 making $30,000 - $50,000 in the Southwest U.S. We are also targeting males who are married with two children, age 35 - 44, making $30,000 - $50,000 in the Southwest U.S.
The big idea behind our print ads is there are some activities that “just aren’t right without a Bud Light.” You can do these activities without consuming Bud Light, however, they are improved and made more complete when you have a Bud. We want to show consumers that purchasing Bud Light will help them have more fun doing various activities like gathering around a campfire or going ice fishing. The activities we are depicting show people hanging out in groups with Bud Light, suggesting that spending time with friends in general is also made more fun when drinking our product.
The target audience’s attention will be grabbed not only with our slogan “It’s Just Not Right Without a Bud Light,” but also with our engaging images. The photographs in the ads are taken from a perspective that allows the person viewing the ad to visualize himself or herself as the person who is holding the Bud Light in the foreground of the ad. This allows consumers to directly insert themselves into the scenario happening in the ad and picture themselves with a Bud Light. The ads also feature common activities people may participate in to have fun or unwind, and show that they are even more enjoyable with Bud Light.
The ads show groups of friends having a great time doing their favorite leisure activities while enhancing their experience by drinking Bud Light. The various leisure activities represented are ones our target market may participate in. Not only can consumers picture themselves participating in the events depicted in the ads, they can envision themselves as the person in the foreground, who is not depicted, holding the Bud Light.
The messages fit together as part of an integrated campaign because they all feature a common theme: enjoying Bud Light paired with a fun activity. In addition, all of the print ads are shot from the same perspective, with a beer in the foreground, to suggest the person viewing the ad is consuming the beer them self. The consistent perspective in each advertisement ties them together as a series.
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Our ads also showcase the idea of friendship to give a positive and welcoming impression on the consumer. The ads suggest a strong association with Bud Light and the amount of enjoyment each of the groups experience while engaging in their leisure activity.
Bud Light Radio Ads Strategy Brief
Our message aims to show consumers that Bud Light can help them “celebrate the little victories in life.” The ads aim to convince consumers Bud Light is the perfect celebratory drink for the everyday victories in the lives of the average Joe or Jane. Placing Bud Light in a positive, festive light aims to increase purchasing behavior. The goal of the radio ad campaign is to increase brand awareness.
Our target market for these ads is primarily single males, age 25 – 34, making $30,000 - $50,000 in the Southwest U.S. We are also targeting males who are married with two children, age 35 - 44, making $30,000 - $50,000 in the Southwest U.S.
The Big Idea behind our radio ads is that Bud Light can help you “celebrate the little victories in life.” Each ad features a person suffering through an awkward moment in life. When the moment is resolved, they celebrate surviving the situation by cracking open a Bud Light.
The target audience’s attention will be grabbed as they experience a relatable awkward moment along with the characters in the ad. The tension of the situation will have the audience on the edge of their seats waiting to see what would appear to be an inevitable fail. However, the reversal of fortune our ads present with “Joe/Jane” avoiding the awkward moment will provide the audience comic relief that will further their interest.
The awkward, humorous moments used for this radio campaign aim to portray everyday scenarios our target market, the “average Joe/Jane,” could envision happening to them. The characters and situations in these ads are relatable to the target market, and consequently, they enable consumers to envision themselves celebrating the little victories in life with a Bud Light, like the characters in the ads.
Each of our ads begin in the same way, with awkward music signaling that one of the Bud Light awkward moments is about to begin. A voiceover will announce “Bud Light
presents: awkward moments with Joe/Jane” at the start of each ad. We chose to use two characters to avoid limiting celebrating little victories with a Bud Light to one gender. Each ad will follow the same story line, where a character suffers through an awkward moment, but ends up making it through the discomfort to achieve a desired result. Then, the character celebrates this victory by indulging in a Bud Light, while the voiceover announces our tagline: “Bud Light: celebrate the little victories in life.” The ads all have different stories, however, the trajectory of the storyline and the outcome are the same in each ad, tying them all together.
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This sequence of ads follows the same characters and story structure and includes the same “awkward music” at the start to make the ads recognizable to consumers. This familiarity aims to generate hype when the awkward music sounds and signal one of the Bud Light ads is starting. This grabs the attention of radio listeners who, excited to hear the next awkward moment, pay more attention to the ads.
Bud Light Television Ads Strategy Brief
Our objective is to show consumers Bud Light can turn any dull situation into an exciting one. The ads aim to show consumers Bud Light is the perfect drink for “getting the party started” and having a great night. The positioning of Bud Light as a pleasurable, lively product will encourage consumers will see it as a positive addition to their night, increasing purchasing behavior.
Our target market for these ads is primarily single males, age 25 – 34, making $30,000 - $50,000 a year. We are also targeting males who are married with two children, age 35 - 44, making $30,000 - $50,000 a year.
The big idea for our TV ads is “Unlock the Night with Bud Light.” We want to show consumers that Bud Light can turn a situation from boring to exciting, making the event more entertaining. Each ad depicts a situation that is typically full of excitement and fun, but that for some reason is seemingly boring and dull. For instance, one situation is a football game in which no fans are in attendance. When our main character, Joe/Jane, opens a Bud Light, the event erupts into a full-blown football game with cheering crowds and stadium lights. Bud Light “unlocks the night” and starts the fun.
The presentation of the events in the ads (football game, house party, wedding, concert, and a night at the bar) contradicts the real-life expectations of our target audience. The excitement and vivacious energy typically associated with these events are absent. The puzzling nature of these ads will grab the target audience’s attention, stimulating an interest in how each event will unfold. In the last five to six seconds, Joe/Jane will open a Bud Light and each event will erupt into a party. The goal is to associate a relationship between the “cracking open” of the Bud Light and the eruption of the party. Target audience members will understand Bud Light is the key to the party that “unlocks the night.”
These TV ads utilize confusion and intrigue stemming from the dissonance between target audience expectations and the initial environment of each event to capture the attention of target audience members. The ads capitalize on this audience engagement with a sudden shift in energy triggered by a Bud Light. This increasing purchasing behavior by positioning Bud Light as product consumers can use to “unlock the night.”
Each ad follows a similar format to create an integrated campaign. The first 80 percent of the ad shows the boring situation with the main protagonist of the ad, Joe/Jane, looking confused as to why the typically exciting event is so dull. This creates tension in the storyline. Once the main character, Joe/Jane, cracks open a Bud Light, the situation changes. The noise of the beer can opening in each ad signifies the night being “unlocked.” The scenario erupts with fun and excitement when the beer is opened.