W4: A different story

Step 1: Bolstering originality and elaboration [15 minutes]

Site: https://reuskyle-viet.wixsite.com/thejourney/post/w3-a-story-to-tell

Originality ★☆☆☆☆ ‘An original ad comprises elements that are rare, surprising, or move away from the obvious or common place’ (Reinartz & Saffert 2013, para. 5).

All source are found free online so not much originality. Even tho all the video were quality and the idea is thought through the video felt clunky as if the scene were force to be together.

Ask yourself:

• Does it express enough originality?

not enough originality

• Can a novel/new element be added?

there could be more scene of the product to come to play

• Can you vary the familiar to make it feel more unusual?

i can by adding music background Elaboration
 ★★☆☆☆ ‘Many ads are creative because they contain unexpected details or extend basic ideas so they become more intricate and complicated’ (Reinartz & Saffert 2013, para.11).

As the story target public is based on

Not mush unexpected stuff but more simple narrative.

• Extend the ‘middle’ of your brand story

I don't think the story it self is fine, it' just the video that's the real problem as the target public is everyone that watches video the story/log line itself needs to be plain and quick to understand.

• What interesting details can be added?

more scene of the product would be nice.

• Add another unexpected (but related to the story) element to extend the story

adding some sort of twist to the 100 year celebration Step 2: Identifying the target audience (10 minutes) Vegemite target public are everyone from all age range

Vegemite cost only from $2-3 so it's affordable for everyone

To use as spread or cooking ingredients

Most people in Australia would learn about new things through video

Step 3: Fine tune your message with a SMP - SINGLE MINDED PROPOSITION [10 minutes]

- What does the brand (or one of its products) do that's distinctive?

The history of the product (USP)

- How does it make life better?

nutrition and the feeling in a community (imagine community/IRL community)

- How will it make the consumer feel?

nostalgic, the sense of belonging (Australian vibe)

Functional or emotional/sensational promise?

function and sensational

Step 4: Adding in the SMP to the story [5 minutes]

Want to try something new? Missing a taste of home? or just wanted to be healthy? Try Vegemite!

References:

Reinartz, W & Saffert, P 2015, ‘How to Assess an Ad’s Creativity’, Harvard Business Review, retrieved from <https://hbr.org/2013/05/how-to-assess-an-ads-creativity>.