Pre- production

Ideas
The First stages of  Pre-production consisted of group discussions and mind mapping. We began by pitching our individual marketing ideas in which we settled on re marketing PG tips for a younger audience. We also brainstormed ideas for the advert. We finally decided that we would use humor in order to relate to the younger audience.

Synopsis
 The idea is very simplistic but engaging and memorable. The advert is set in a school classroom and focuses on a "Tea revolution". A loud class of teens ignore their teacher as he struggles to control the class/begin the lesson. He brings in the PG tips box at the beginning of the scene and places it on his desk. He then leaves the room and enters again to find the class silent and individually drinking cups of tea. The pupils react awkwardly as the teacher stands at the front of the class in amazement. We then cut to individual  pupils showing their expressions. Both the surreal and contrasting humor will hopefully make the advert/brand appeal to the target audience.

Extras
We have also decided that in the final shot, in which the slogan and marketing info appears over the shot of the PG tips box on the table, a pupil will come from under the table and steal the box. The slogan will state something along the lines of, "Join the Tea-nage Revolution".

Relevance to Audience
 We hope to engage the target audience with the surreal and comedic elements of the advert. We want to try and create a craze or interest in the brand by using Facebook and over social networking sites to advertise the "Revolution". We intend to broadcast the ad on popular channels such as MTV and BBC3 etc. These channels particularly focus on younger audiences so it make sense to broadcast on these channels.

Message
We initially hope to achieve a large amount of interest in the product. PG tips have never targeted a young audience, so our re-marketing of the brand needs to be interesting and relate to the target audience. If we are able to engage with the audience and interest them in what could possibly be seen as the new "hip" product for teenagers. Hopefully we are successful in relating to the audience and creating a buzz for the product.

Style
The predominant style of our advertisement is humor. Most of our initial ideas that were mentioned in the discussion group also had factors humor, however the "classroom" idea would look more professional, due to the fact that we have easy access to the classroom/props. The change in the pupils behavior as well as the teachers reaction create some very comedic entertainment that quickly engage with the audience.

Content
Our advertisement begins with a tracking shot of teachers feet as he walks down a corridor. We then reverse        d the shot of the man walking. We then cut to a close up of the teachers face as he continuous to walk down the corridor.The camera than also cuts to a close up of the PG tips box under the teachers arm. We then cut to a long shot of the teacher walking towards the classroom door. The shot allows the viewer to also see a vague glimpse of the pupils inside the classroom.
 We then cut to an over the shoulder shot of the teacher in the doorway (looking into the classroom). The next cut consists of a medium shot showing the teacher walking into the classroom. We then cut to a close up  of the teacher placing the PG tips box on the desk. We then have a medium shot pan of the teacher moving towards the whiteboard.The next cut is an extreme close up of the pen not working; this swiftly cuts to a side view of the teacher moaning. The teacher then slowly turns around at a medium shot/close up. We then have a close up on the same students drinking tea, reading a newspaper, playing cards and generally acting civilized. The second to last shot pictures the students starring at the teacher. This will be shot at a medium shot. The ending shot, will be shown as a background shot in order to edit the slogan and information over the image. The shot will be a medium shot and will consist of a pupil stealing the box from under the table.

Target Audience Questionnaire


















Results/Graphs

 As you can see from this graph the three dominant channels watched by teens are BBC3, ITV 1 and BBC 1. The programs aired by these channels, are usually comedies aimed  at younger audiences. Younger adults also watch soap opera's such as Eastenders which happens to be aired on BBC 1.








As you can see, most people are aware of the latest PG tips adverts and ultimately enjoyed it. Producing a re-marketed advertisement that's on par with the original is going to be difficult.









Clearly are audience agrees with the new marketing/advertising campaign proposal, as long its created at a professional standard.







The only concern that we have with the re-marketing campaign, is that we originally expected more people to drink tea. However we still believe that the marketing campaign will be successful.