Week 13: Bata
Advertising: Project 4 (40%) Bata (Power: men's and women's shoes)
With the completion of Project 1, 2 & 3 you have gained empirical knowledge of Bernbach’s principles in advertising and the role and functions of an advertising art director. In the process, you have developed a basic understanding of advertising strategy, which you will further develop as you embark on Project 4.
Bata shoes first store opened in the Capitol Building, Singapore in 1930. In July the same year, Tomas Bata had established Bata Shoe Company Limited to carry on the business as manufacturers, distributors and marketers of footwear, as well as dealers in leather and rubber goods. Five years later, a factory was built in Klang, Selangor to produce PVC injected footwear for both domestic and overseas markets.
Bata is synonymous with affordable shoes of good quality, and seems to be a popular choice amongst the working class Malaysians. In order to cater to a wider market segment Bata has created different branded products e.g.: Marie Claire, North Star, Weinbrenner, Power, school shoes and others.
For the purpose of this project, your focus will be limited to Bata's Power brand of shoes (sports sneakers) for women and men. Your task is to identify the market segment, research competitor strategies, develop a distinct strategy upon which the visual and copy direction will be based on. As part of Project 4's requirement, the advertisement created must be copy heavy and typographically intensive. Visuals can be used to enhance and support the copy. (Examples have been furnished in the Facebook Group).
The type of print media used must be determined based on sound reasoning; research, strategy and target segment. Upon completion of the print media, the ad needs to be translated into a TVC (Television or Online Commercial). The TVC ad must be based on the same strategy and consist of the same Ad/Campaign message.
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Resource in Bata:
Deadline: Week 15 (28th April 2016)
Assessment Plan
Project 04 (40% Summative)
20% STRATEGY
10% Strategy: Research Strategy (Client strategy, Market Segment Study/Identification, Competitor Strategies)
10% Strategy: Direction & Communication Strategy (Copy/Visual Message & Media)
20% CAMPAIGN
10% Communication
10% Art Direction
Marking Criteria
STRATEGY 20%
Research strategy (10%)
There must be evidence of research on the client and competitors current marketing and advertising strategies. The targeted consumer must be clearly identified and described (using behavioral, demographic, psychographic and geographic segmentation would be an advantage). The journey from start to finish must be methodically documented and dated. Oral or written Feedback must be documented on a week by week basis. The written reflections must be clear, concise, revealing and insightful.
Direction & Communication Strategy (10%)
There must be visible evidence of exploration of a number of different strategies using mind maps, sketches, thoughts and epiphanies on the basis of the outcome of the research strategy. The exploration should result in a distinctive strategy that relates to the targeted consumer segment. The developed strategy needs to set the brand apart from its competitors within that market segment.
CAMPAIGN 20%
Communication (10%)
The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.
Art Direction (10%)
Art direction here refers to the visual and copy "style" for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.Research
In order to get an idea of my direction with this project, I decided to first look up the characteristics of Bata Power shoes. I wanted to find out what were the details Bata used when marketing the product. Here's what I got:
- Made of canvas upper this pair of sport shoes is breathable and easy to clean
- The EVA made sole offers ideal grip on every surface and adds on to the durability.
- Its sole is engineered using EVA which makes it comfortable for long running session and with upper synthetic material, you don't need to worry about the sweating.
- Light as feather, these shoes are specially built to enhance your physical workout.
- Engineered with P-Grip technology this footwear is designed to give smooth ride and grip to enhance your performance
- Featured with P-Zone cushion for wide variety of sports activity and P-Vent 3 in 1 ventilation concept these shoes are made to give supreme comfort to your feet.
- With extra cushioning these sports shoes will support your every step
- The sole made with EVA features Dura-Pad & P-Grip technology to enhance your traction while running and minimize stress on your running muscles.
- Made of synthetic upper material and EVA sole, these shoes are not just trendy but also highly durable.
- Adding more comfort is the P-zone cushion technology which makes these running shoes ideal to run on any track.
- The sturdy EVA sole makes this pair light in weight to offers perfect balance and traction on any surface.
- Extremely light in weight and designed for stability, these shoes in leather material come loaded with features like shock absorbability and sufficient air ventilation.
- Made with leather upper material this lightweight shoe will be gentle to your skin and give you a different zone of comfort.
Cushioning Features
Motion Control Features
Traction Features
Moisture Management Features
Abrasion Resistance Features
Ball Control Features
In preventing what occured in my previous project, I also researched into the type of font that Bata uses and found it to be Sans Serif : Raleway font.
Strategies & Ideas
I'm looking to use one of the above in generating the theme for the advert. What I did was to visualize what the details brought to mind.
Image:
Image:
- feathers
- rough terrain
- clouds
- clear sky
- running track from view of sprinter
- feet
Copy:
- It's been very hard to come up with a long copy thus far. The only idea I have is to collage words in various fonts, colours, sizes, and directions.
Feedback
Mr. Vinod:
I have viewed your post for week 13, your continuous research on Bata's POWER brand of shoes is good and I hope it has contributed to your objective of coming put with a copy heavy Ad. You will need to come up approximately 50-60 words for your Ad. This is challenge No. 1. Challenge No. 2 will require you to Art Direct/Design a Copy heavy Ad and with/without a visual in support. As a rule of thumb, people generally connect with visuals, unless the Typography is elaborate and visually attractive.
As your deadline is on the 28th you need to be working on your copy and finalizing it right about now. So that you may spend the following week to create/art direct/design the ad. As the brief indicated you need to suggest the type of media you plan to use and back it up with sound reasoning.
Please re-read some of the feedback given (towards the end) in the last week.
Focus on finalizing the copy and designing your ad typographically with the support of a visual.
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