Week 14: 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.Strategies & Ideas
Copy:
- The Joy of Foot Massages. Soothing the ache from day long pressure. The kind of bliss that can only be achieved after putting feet through seemingly endless torture. Torture by almost every single thing done in a day. Every stubbed toe. Every dropped weight. Brisk walking with the soundtrack of the ticking clock. Footwear that gnaw and bite. Stepping on stray objects. Just any kind of sports. So yeah, basically torture from having a life. But then again, there's no need for foot massages with the right shoes, is there?
- It's my OUCH first Sports Day. I'm so excited i can barely OUCH still. There's mum and dad cheering OUCH there. I hope I can beat OUCH the others. Oh no, we're about OUCH start! Time to do the ready-set-GO! Wheee... I'm OUCH in front. Uh oh, she's catching up! Is OUCH Mum screaming my name? Wow, I'm so close. Just a OUCH more... YAY, I WON! I turn and see Daddy taking a picture OUCH me at the finish line. I'm so excited, this is OUCH best day ever!Don't let precious memories get tainted.
Feedback
Mr Vinod:
I have viewed your post for week 14, the second copy looks the better of the two, however could you state the Ad Message and Strategy used for the said copy. Also could you describe the image that will support the said copy. Have you begun your Art Direction, as presently from your post I do not see any visual artwork or indication the choice of media to be used and the rationale underpinning the choice.
With regards to the second copy, would it be better if the person had lost the race due to the ill-fitting shoe? Just a thought.
You have one last week to produce the final artwork and state all the above.
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