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For this campaign, we wrote up and produced a radio ad for Cliganic.

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The ad would be run on the terrestrial radio, specifically on 80's and 90's stations. The best times we selected for this would be during the Morning Drive and Afternoon Drive. Parents are taking their kids to school, going to work, the gym, etc. during this time so it's a great opportunity for them to listen to our ad on the radio. The Afternoon Drive works wonders as well considering our target audience is getting out of work, picking their kids up, going to the grocery store, etc.

The ad would also be placed as an ad on a Spotify podcast, preferably one with a like-minded audience. This a strategic part of our media plan as we are able to target younger parents who are more likely to prefer podcasts over the radio.

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We used a product focused, product as the hero strategy to develop our radio ad as it allows us to place and emphasis on how life-saving and beneficial our product is.

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To convince adult women and parents who are always on the run that Cliganic's jumbo cotton balls will come to their rescue when they are needed and make their lives easier because of their generous size and impressive quality.

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For this print ad, I worked alongside classmates to produce a print ad that would effectively target and gain the interest of our target audience.

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The ad would be placed in two magazines that have our target audience in mind. This includes Elle Magazine and Cosmopolitan Magazine.

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This print ad was developed using a product-focused strategy and a consumer-focused strategy. We combined these two strategies in order to showcase our client, Cliganic's, product while also placing the spotlight on the important of their consumers and how they are valued by the brand.

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To convince adult women and parents who are always on the run that Cliganic's jumbo cotton balls will save them time and come to their rescue when they are needed because of their generous size and impressive quality.

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For this campaign, I planned and developed a print ad that will run in three popular magazines with like-minded audiences that are typically targeted in Bose campaigns.

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The print ad will run in these three magazines, during the busier times of the year from September to December. Since this is when the school year starts as well as when companies tend to get busier with the upcoming holidays, people will certainly be browsing magazines.

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Assignment 2 Creative Brief + Headlines & Slogans

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Assignment 2 Creative Brief + Headlines & Slogans

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Assignment 2 Creative Brief + Headlines & Slogans (1)

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A product-focused feature strategy was used in this print ad to showcase the wonderful details that make up the QuietComfort 45 headphones. Many of the campaigns for Bose tend to go the consumer-focused route, so it was important to display the power of our headphones in this ad through this spot-on strategy.

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For this campaign, I developed the script and storyboard for a Bose TV ad, starring the QuietComfort 45 headphones. The ad would be placed strategically in certain TV spots.

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I produced a 45-second radio ad that would stream on terrestrial radio.

This includes stations including ‘70s, ‘80s, and
‘90s music & classic hits. The ad would be run during the Philadelphia Morning Drive and Afternoon Drive to target our older audiences. At these times, the ad would run on WOGL 98.1 and WBEN-FM 95.7.

For our younger audiences, we would run the ad during the Philadelphia Morning and Afternoon drive on the stations WIOQ 102.1 and WTDY-FM 96.5.

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I implemented an emotional approach strategy in this campaign. My vision incorporated lots of showcasing the amazing features of Bose but with ease and synergy. I was able to give consumers the ability to relate to Bose advertisements using a deprivation strategy. The goal behind these headlines was to create ads that will mirror the lives of consumers who don't have Bose headphones. Those who haven't caved in and made the investment yet will have difficulty focusing, possibly because their frat brothers are running around the house or because their children are asking for more macaroni. The beautiful use of this strategy allows Bose to work this angle to more than one age group. It doesn't have to be for one or the other. Once they relate to the ad and its content (what life would be like without Bose), they are likely to make the investment and better their day-to-day routines.

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Consumer-Focused Benefit & Product-Focused Feature Strategy

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Consumer-Focused Benefit & Product-Focused Feature Strategy

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To further emphasize the benefits of owning the QuietComfort
headphones, I also used a consumer-focused benefit strategy and a product-focused feature strategy in this campaign. It's important to give the target audience something to look forward to as they are pondering whether or not to purchase from Bose. Highlighting the features that they yearn for will send them over the edge to the checkout cart. It's significant to blend these strategies to create a masterpiece that will mash two potatoes with one fork.

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The ad would run on MTV and CBS channels, streaming every hour in the evening throughout the fall season. It's a cozy yet busy time where plenty of people feel overwhelmed and dream of an escape from the return of the hustle and bustle, post-summer. The ad would also be placed in Hulu Ads slots.

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The Bose QuietComfort 45 is not being considered enough by

potential consumers as a product that will improve their lives in more ways than they can imagine. Many view the headphones as too expensive and it's challenging to find the value in them for the cost. We aim to pivot our advertising to strategies that will effectively target this audience by proving that the purchase is worth it.

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The target audience for this campaign ranges from young adults to middle-aged men and women. They range from being financially stable to being middle class but are interested in spending their money where there are benefits. They value high-quality sound and are eager to invest in valuable headphones that will grant them the needed features and comfort. These people may struggle to find peace even in the comfort of their own homes.

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Why should they should buy Bose QuietComfort 45 Headphones?

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Why should they should buy Bose QuietComfort 45 Headphones?

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When you put on your
QuietComfort headphones, life
will suddenly be easier. The world
will be quiet, and the light will
finally be on you.

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To inspire our audience to venture out and purchase the Bose QuietComfort 45 headphones because they consist of the very key features they are looking to invest in. We aim to have our audience believe that our headphones will drastically affect their lives for the better.

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An emotional approach deprivation strategy was used to develop this TV ad script and storyboard. This strategy was selected because it would allow Bose to those who truly are in need of an improvement in their lives. The QuietComfort 45's can do just that and more! The ad will show viewers what life can be like without the headphones, which will allow them to relate to the ad emotionally. Therefore, when we show them how great life can be with a pair of Bose headphones, they are bound to gain even more interest.

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I went for an emotional approach deprivation strategy for this radio ad. This was the perfect route to go as using this strategy will allow Bose to grasp attention from their audience by creating an emotional connection with them. The target audience will relate to the content emotionally and likely will find themselves wishing for a pair of QuietComfort 45 headphones.

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To convince younger and older audiences who share the trait of needing an escape from audible surroundings that the Bose QuietComfort 45 headphones will ease their work and home life because of its life-saving features like noise-cancellation and comfy fit.

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We will be developing copywriting headlines, a print ad, a radio ad, and a video ad.

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To convince younger and older audiences who are in need of an effective pair of headphones that the Bose QuietComfort 45 headphones will level up their work and home life because of the top-tier features they offer like noise-cancellation and their adjustable, comfy fit.

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To convince younger and older audiences who share the trait of needing an escape from audible surroundings that the Bose
QuietComfort 45 headphones will ease their work and home life because of their life-saving features like noise-cancellation and comfy fit.

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To convince younger and older audiences who share the trait of needing an escape from audible surroundings that the Bose QuietComfort 45 headphones will ease their lives and transform their productivity because of their life-saving features like noise cancellation and comfy fit.

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My role in the production of this radio ad was very significant. I collaborated with my group members to create an effective brief/script and went forth from there. I did the editing for this ad, which included finding the song and breaking it down to our liking. My vision included only a part of the song so I had to do some minor sound technician magic to get it to where we were aiming. I directed the group during the recording process and then took all of the audio files to Final Cut Pro where I merged the song with our recorded copy. Finally, I was able to export the radio ad once the audio files and song sounded just right.

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For this campaign, I made consistent efforts in making sure that the ad was developed on brief and was effectively delivered. I creatively and strategically created this ad myself, with a few suggestions from my group members. Behind the scenes, I collaborated with my group to develop the ideal creative brief that would set the pace for the structure of our ad.