Proposal

 

First draft of radio script

                                                                   Cadburys Twirl advert 

INT - CLASSROOM - MORNING

                                                                         JINGLE 

                       This is brought to you by the sponsors with Cadburys featuring the Twirl bar. 

                                                                          RING RING

A worker is sat at a desk surrounded by others, trying to sell a product, but they are stressed out since they are not getting any sales. 

                                                                         Worker 

Ahhh, 10 calls in a row I got hanged up on, I cannot seem to sell anything, its hopeless, its a disaster. 

                                                                         Workers friend

                                                Keep going, you'll be alright, take a break. 

                                                                       Worker 

The student then complies with the narrator's advice and pulls out a Cadbury Twirl bar, cracks it open, and takes a bite of the chocolate inside. He then makes phone calls, people answer, and the chocolate bar is then sold. 

                                                                      

Location Recce

What location have I chosen and why?

The location I have selected for my advertisement is Chadwell Heath Academy. The reason for this is that I have access to the school, which allows me to take advantage of the many rooms there are and use them to my advantage. Even if some of the rooms are being used for lessons, meetings, or other events, I still have plenty of options because there are many other rooms that can be used. The fact that it can be made to appear like an office would be another factor.

Evaluating location

Creativity

It would be more practical and relevant to set the advertisement in response to the story line than to use a different location, such as an office, which would not have the same effect on the audience knowing that the story line has a different focus. Therefore, using this specific location to set the advertisement would be effective creatively because it fits in well with the story line of my advertisement. 

Technically

Technically speaking, the location is advantageous because it is so easily accessible. Due to the fact that I already have access to the location, I have a variety of classrooms to choose from when creating the print advertisement. Before they could be used to create the print advertisement, the necessary permissions would need to be obtained. However, having a variety of options from which to choose would be advantageous, as would the provision of alternatives in the event that a chosen room is not currently accessible. Therefore, from a technical standpoint, the location will be advantageous for its accessibility.


Practically
This particular location (Chadwell Heath Academy) is the most logical choice to make in terms of its practicality because I have access to it, which means I can find a suitable location inside the school itself to be able to film my advertisement. The fact that there is no travel involved, which means that no travel expenses will need to be taken into account, is another reason why this is a practical location. There are several places to record in the location, so it is okay.

Rational for ideas.

 So the final idea I have decided to chose the idea where I have a person who has a boring and miserable day at work and then decides to have a twirl. The twirl bar has a drastic impact on the work that they are doing and would then be in a better mood. 

The first idea was rejected as it was simply impractical and hard to do.  The original plan called for a seaside location, with bad weather continuing right up to the Cadburys were made public. The problem with this is that a trip to the beach would be required in order to shoot the required photos and record the required foley sound for the marketing concepts. This thus implies that transportation would need to be planned for both performers and equipment with a budget that just does not exist, making it challenging to actually do this. Before working on the beach, the necessary legal documentation must be obtained, and the advertisement itself could not be accurate. Due to the insufficient funding needed to produce the essential piece of advertising, this plan would not be implemented for the advertising campaign. 

The third idea was also rejected as it was impractical and hard to complete. The plan was to have dancers to twirl into a twirl bar, even though it was easy to do, it would be hard to capture in a picture. In a radio advert it would be hard to understand as the sound effects may make the person confusing. It would be difficult to really achieve this because hiring dancers would require planning for both performers and equipment with a budget that just does not exist. The advertisement cannot be truthful, and the necessary legal paperwork must be collected before working with the dancers. This strategy would not be used for the advertising campaign because there is not enough money to manufacture the necessary piece of advertising. 

The second concept enables for any necessary images to be taken in a school setting where it is most convenient, as well as any necessary audio recordings for the radio advertising. The advertising would adhere to the brief's parameters, satisfy the standards, and appeal to viewers. I selected to study the third concept since it is more realistic than the other two.         

The History of Twirl

The British chocolate company Cadbury produces the Twirl chocolate bar. Twirl is a single-finger bar that was created in Dublin by Cadbury Ireland and introduced there in 1985. Two years later, it was made available as a twin-finger bar in the UK. Since the 1990s, it has been marketed internationally and is currently among the best-selling Cadbury chocolate products. Twirl is made up of two milk chocolate-covered Flake-style fingers. I have chosen the product as it is an overlooked and underrated chocolate bar. 

There is no clear religious, gender, educational, or disposable income segmentation within Cadbury's Twirl bar. Through the use of vibrant colors and an emphasis on fun, the brand is targeting younger age groups, such as kids and teenagers. To appeal to the segment of conventional family life, Cadbury uses vibrant colors and a focus on "Joy" and family.

The twirl packaging is rather simple, with the purple background and the words "Twirl" written in big text. 

The Twirl commercial features a cheery environment and upbeat themes, such as the character biting into a chocolate bar and asking the actor next to them, "Have you ever thought about a twirl?" This shows how the product can have a unique and interesting design. The character appears happy and in a good mood after biting into the chocolate bar while relaxing at the beach. I think the advertisement is aimed at a younger audience to go try their chocolate bar due to the themes presented in the advertisement that may seem silly to an older audience because of its light-hearted themes and childlike atmosphere.

https://www.youtube.com/watch?v=FOv5Q2mgJUI

The Wispa Chocolate bar's call to action is for people to go out and purchase it. The advertisement shows a happy character eating a chocolate bar while doing "twirls and swirls," demonstrating the greatness of the product and demonstrating that you'll enjoy eating the chocolate bar.

The goal of the product's audience appeal is to encourage consumers to purchase the chocolate bar.

Similar to this advertising campaign, I'll use upbeat, energising themes that can appeal to a wide audience. By doing this, I can get more people interested in buying Cadbury's chocolate because the advertisement's theme doesn't cater to a specific group of people.

My fresh suggestions for the campaign are:

1) Bright and colourful themes are used to draw in a larger audience.

2)Within the Ad, Tell a Story and Offer Mysterious Deals

3) Obtain a good online reputation

SWOT Analysis

3 Ideas