Coloured Contact Lenses Advertising Campaign
The product I have chosen to produce an advertising campaign for is coloured contact lenses. These soft contact lenses have a unique, fresh look. There is a choice of 4 pairs of lenses, each of them being different in colour and image. To make them even more unique, these lenses have holographic images on them, which appear to change colour or image when the user moves their eyes. There is a choice of blue to brown or green to brown lenses. The other pair have changing images. There is a choice of a black
to white Nike lenses, or blinking cats eye lenses. The lenses also last until they are lost because they have special ink on them. This compares to normal coloured lenses, which usually run out after a 30-day period. They can be worn with the intent of looking different, to attract attention, or to confuse others. This product relates to the youth market because youth today enjoy looking different and standing out from the crowd. The product will be endorsed by pop-groups while they perform and on the TV advert for this product. The youth market will also find this product exciting because the idea of having changing eye colour is original and new.
These lenses will attract attention with people of all ages, but only appeal to the youth market. The fact that the user of these lenses will attract attention and look different from others will appeal to the youth market because they enjoy having that kind of attention. On the other hand, the youth market could buy this product to confuse others which would also result in attention. Another quality of this product is that it has not been done before and it is original, so people will also be buying them just to see what affect they have.
I am going to use 3 mediums for my advertising campaign. These will be TV, magazine and radio. I have chosen these 3 mediums because I believe that it is easier to target the youth market with them. For example, with radio I will be able to place the advert in a slot during the time in which school pupils are on their way to school, and with TV I will be able to find a slot during a program that is aimed at the youth market.
This container is what the lenses will come in when purchased. It contains liquid to keep the lenses moist, a transparent bottle so that the lenses are visible, the company logo and a rubber cap to prevent the liquid leaking. This container is what the lenses will be kept in once the original packaging is opened. It has the company logo and tells the buyer which lenses are inside. It has two screw caps to keep the contents safe and prevent the solution from leaking.
I have chosen TV, radio and magazines as my 3 mediums. I have chosen these mediums because I think that I will find it easier to reach my target audience. I will be putting the radio advert on in morning hours when pupils are on their way to school, and in the afternoon when they return. The TV advert will be placed during the break of a program that is aimed at the youth market, such as friends. My magazine advert will be in magazines aimed at the youth market such as ‘playstation’ magazine or ‘mizz’. This product is aimed at both genders, so the advert will be put in magazines that attract both genders. My aim with these adverts is to make people aware of the product and introduce it to the target audience.
This advert will be played on 96.3 Aire FM because the results of my survey show that the majority of my target audience listen to this station. The advert will be played twice between 7:30 and 8:30 in the morning and twice between 15:00 and 16:00 in the afternoon. I have chosen these times because they are the times at which pupils are getting lifts to and from school in their cars. This means that the advert is likely to be played and heard by the intended audience through car radios, or Walkman.
This advert will be soft-sell because the identity of the product will be revealed gradually. There will be a song, which will be sung by a pop group for the duration of the whole advert and at the end there will be 3 voice-overs to inform and persuade the audience about the product. The song will be ‘eye of the tiger’, and towards the end of it, the volume of the song will go lower for the voice-overs.
The first voice over will be a member of the group describing the product. They will say ‘Are you looking for a new look, or two? Look no further, fresh look is here. The contact lenses that keep changing’. After this, there will be a second voice over by another member of the group saying the slogan ‘Eye see eye change’. And finally, the last member of the group says where the product will be available from, which will be at all top clothes stores. This product is therefore endorsed by the pop group, which will attract the audience because they are already informed about the group and may therefore be persuaded to buy the product. This advert gives off the image of trying to be an individual by looking different from other people.