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Attention

The intent is to catch my audience’s attention using surprise by having the first shot of the promo video being the straw stabbing through the top of the cup. Then reversing to havig it reveal that the cup does not contain boba, but soup.

Interest

I understand that my audience is time poor, therefore, the interest of the product is that it’s a meal that can be drunk and is quick and easy to grab on the go.

Desire

The product will be appealing because the video is intended to be styled in a fun bright way. This makes it interesting to look at and also means the soup will look both tastier and like the serving size is large.

Action

After viewing the promo I want the audience to go out and buy the product, therefore, making it look tasty and otherwise inviting is really important.

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Chatime Australia, *My First Chatime*, video, YouTube, 14 March, viewed 15 March 2023, <[https://www.youtube.com/watch?v=7MejnZZ8Aa0](https://www.youtube.com/watch?v=7MejnZZ8Aa0)>

Chatime is a boba tea franchise therefore, in a similar product genre. The video shows people describing their first time having boba tea. I like this ad because it focuses on the social aspect of boba and the surprise most people feel when experiencing it for the first time. My ad is going to be extremely different from this focusing more on the product itself than the experience around it however, I like having this as a contrasting reference.

Kung Fu Tea, *Kung Fu Tea: Drop the Boba*, video, YouTube, 17 October, viewed 15 March 2023, <[https://www.youtube.com/watch?v=SDMi6jeIwy4](https://www.youtube.com/watch?v=SDMi6jeIwy4)>

Motion graphics style commercial for Boba chain kung fu tea. I like the bright colours and focus on the tea and boba in this ad, however, I find some of the editing a little too fast and flashy. My ad will have a more motion graphics style similar to this one but, it will be a little slower moving in terms of the edit with less fast cuts and a more dramatic soundtrack.

Campbell’s Soup, *Warm up inside & out with Campbell’s® Chicken Noodle Soup,* video, YouTube, 23 November, viewed 15 March 2023 <[https://www.youtube.com/watch?v=fzXBL5U0gpo](https://www.youtube.com/watch?v=fzXBL5U0gpo)>

Depicts the story of a person dragging a snowman home on a sled, seeing someone they love through the window and then going inside to warm up by eating a bowl of Campbell’s chicken noodle soup with them. I like how this ad focuses on the emotions and atmosphere around the soup, how it can warm you up after a long day out in the snow (or possibly: at work). I also want to emphasise the warming quality of soup in my promo video but I want to do it through having warm colours like red and orange instead of setting up a storyline.

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Blue

I need to think about what sort of logo and cup design I want

I need to think about how I’m going to achieve the stop-motion look I want

White

I need to storyboard out the promo video fully so I know exactly what assets are needed in terms of images and videos.

Determine what sort of transitions are going to be used between each of the major scenes in the ad.

Refresh my Adobe Premier editing skills - I know how to use After Effects proficiently but premier I tend to get lost in.

Can do this by looking up tutorials online.

Red

right now the audience has no idea about my topic

by the end I want them to be excited about it and ready to go out and buy some.

Green

stop motion style with more sketchy graphics! this is more unique in a very clean-cut world when it comes to video

bright colours! saturation!

maybe a silly name or slogan?

Yellow

the benefit is that people will buy the boba soup product

if people buy it and therefore, talk about it, it may also become a trendy food on social media.

it’s also healthier than most fast food options.

Black

a stop-motion style video requires a lot of individual still graphics, whilst I m confident I can manage to create the video in the time required it will be a lot of work.

Whilst being unique is eye catching it may also be detrimental to the effectiveness of the video - I am comfortable with this risk.

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A boba cup gets dropped onto screen and the straw stabbed in. The camera pans up to view the cup from above and then the video starts going in reverse. The straw gets pulled out and the lid of the container gets either taken off or peeled back. Ingredients jump out of the container in reverse until all that remains is the soup which then gets sucked back up into a ladle. The screen changes to show a slide of all the soup bases followed by a scrolling screen of some of the popular toppings. The video finishes on a still of the Souporb logo with the sub title “try it now!”. Throughout the video a dramatic orchestral-style music piece is playing. The only voice over is laid over the final screen saying “Souporb: try it now!”.

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Hanaysha, JR 2022, ‘An examination of social media advertising features, brand engagement and purchase intention in the fast food industry’, British Food Journal (1966), vol. 124, no. 11, pp. 4143–4160.

This source is useful as whilst it focuses on social media it still discusses things that make fast food, the category boba but it’s soup fits into, advertising effective. What is especially important for my project is that informativeness, entertainment and perceived relevance are all factors that influence audience engagement with a brand. This means, I should aim to make my promotional video both informative and entertaining whilst also trying to convince the target audiience that the product is relevant to them.

Hagtvedt, H & Brasel, SA 2017, ‘Color Saturation Increases Perceived Product Size’, The Journal of Consumer Research, vol. 44, no. 2, pp. 396–413.

This paper is useful because it shows that colour saturation effects product perception. Specifically, it demonstrates that the more saturated the colours of a product the larger the produced is perceived to be. One of the key factors to boba soup is that it’s a cheap meal on the go, therefore, the audience perceiving the product is large means it will likely be perceived as better value for money. This means I should use more saturated colours in my promotional video, especially for the product itself.

Maldoy, K, De Backer, CJS & Poels, K 2021, ‘The pleasure of sharing: Can social context make healthy food more appealing?’, Psychology & Marketing, vol. 38, no. 2, pp. 359–370.

This source is useful to me because it discusses the social psychology of how healthy food, like the boba soup I intend to promote, can be more appealing. It shows that healthy food is more appealing when shown being shared or eaten together with others over being eaten alone. Therefore, potentially showing the boba soup being consumed by a group of people may make it more appealing to the audience.

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I am aiming for a fun, playful and welcoming tone with my promotional video. The idea is to sell Souporb as something enticing and fun to a young adult audience. The idea is for the audience to find it somewhat quirky and amusing, therefore, making them intrigued about the product itself and more likely to try it. Additionally, the video is meant to be informative, but in a lighter fun manner.

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Creating the mind map helped me refine how I want to promote the boba soup. I cam up with the branding and hashtag "Souporb" which is a pun on superb involving both soup and orb. I intend to keep the young adult target audience but focus in on the social, health and price aspects of the product promoting it as a healthy cheap it to grab with friends, maybe while on a break from studying.

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The intended target audience for the boba-but-it's-soup product is young adults aged between 16 and 25 of any gender. The main target is students or young professionals who need to grab food for cheap and fast.
Soup boba fills a niche for healthier fast food that is also something new and different, therefore, making it something a young person could post about on social media or talk about with friends. The possibility of trying something new, speed, low-price and online shareability of the product is likely to make it highly appealing to the identified target audience.

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These colours were chosen due to being a pleasant trinary palette based around colours that fit with the intended effect on the audience. Blue being an inviting colour that people generally see as trustworthy.  The intention is for the darker blue to be the base colour of any branding with the other 4 colours used as highlights. Yellow is to represent warmth and happiness, which I want the audience to associate with the soup. White is to represent health, as the soup is supposed to be seen as a healthier option compared to other on-the-go food options and red was added because it is known to make people feel hungrier.

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Boba (alternatively: bubble tea) but instead of being tea, milk or juice with sweet toppings such as tapioca pearls or jellies it is soup with savoury toppings like vegetables or grains.

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1. Welcome to Hel - The Musical
Where the afterlife is a café with terrible customer service and a rather interesting menu.
2. Assistance dog etiquette
3. Boba but instead of tea it's soup and the pearls are vegetables
4. Transgender rights
5. Wearing sunglasses as eye protection
6. Project JWL - this is an original music group owned by a friend with a concept based around vocalists being assigned gemstones/metals.
7. Electric kettles, specifically aimed at people who microwave their water to boil it.
8. Maine Coons - because they're different to regular cats
9. Assistance animals that are not dogs
10. The difference between assistance animals, therapy animals and emotional support animals.
11. Boil in the bag instant noodles to make them even faster and more convenient.
12. At home nuclear waste disposable
13. Downloadable language packs for your brain - like the Japanese keyboard for windows, but brain edition.
14. Water is the superior beverage, it's so delicious and refreshing.
15. Everlasting gobstoppers for dogs - keep your pooch entertained for hours.
16. you've heard of pet rocks - now get ready for pet veggies.
17. Obsessive Compulsive Disorder awareness - it's not what the media tells you. Particularly emphasis on pure-O, where you can't see the compulsions.
18. Getting possessed - are you sick of completing everyday tasks by yourself - hire a poltergeist today!
19. A device that lets you smell colours - green smells like grass, yellow like sunflowers and orange...for some reason smells like lemons?
20. An attachable third arm - ever needed an extra hand for doing that task or carrying that thing? now you can have it!
21. Guinea pig lawn mowing service
22. Fish tank backpack - a backpack, but for your fish so you can take them everywhere.
23. Basket jail for any small screaming entity e.g. a kitten that may need containing
24. Fish-flops - flip flops...but for fish
25. CATapult - a catapult that launches your cat across the floor for hours of fun sliding
26. Pop-up warning windows like on computers - but for real life, they pop up in front of you and you have to poke the yes/no/exit buttons to "click" them.
27. A thermos that holds heat for an infinite amount of team - your tea or coffee will never go cold again.
28. A database containing the key signature and BPM of every song ever written across all languages, genres and eras.
29. Sheet music generator - import the audio for any song and have it automatically converted into sheet music.
30. Self-repairing car - never pay for car repairs or buy a new car ever again, only comes in red.
31. Dog interpreter - a device that interprets the noises dogs make into understandable words for humans.
32. A spray that makes anything and everything dishwasher safe.
33. Flavoured Popsicle sticks - never suffer a woody frozen treat again.
34. Knock-out pillow - a pillow that can put you to sleep in under 10 seconds. How does it do this? company secret.
35. Dream saving chewing gum - stick under your pillow at night, chew when you wake up, remember the dreams you thought you forgot
36. Fast forward for real life - ever wanted to put yourself in fast forward to get through the boring parts of life faster? now you can!
37. Sneeze alert - a watch-like device that alerts you exactly 2 minutes before you are going to sneeze.
38. Bag of infinite holding - ever wanted to literally carry everything including the kitchen sink? now you can!
39. A PSA on the difference between bagels and donuts
40. Cravats - it's time to bring this old time fashion statement back and bonus, you always have a napkin.
41. Distraction free internet browser - struggling to focus? this browser only lets you access sites you need for school or work.
42. Instant doctor button - diagnosis in under 10 minutes with concerning accuracy.
43. Call bell for your brain - for when you can't find your thoughts and could really use some right now.
44. Click and drag motion graphics editor - because having to use math to calculate everything in After Effects really does a number on your brain after a while.
45. Explain the stock market but using the amount of food a dog gets for dinner instead of actual money.
46. irl waypoints - because look, teleporting is certainly the most convenient form of travel.
47. Instant noodles but they're vitamin supplements - struggle with getting adequate due to budget or other reasons, try vitanoods!
48. Ghost goggles - goggles that allow you to see ghosts
49. Body language dictionary
50. Exo-kneecaps - your kneecaps suck at doing their job? get these replacements and wear them as an exoskeleton
51. A study skills training course aimed at people who never learnt how to study in school due to easily getting good grades.
52. A universal connection adapter for any connection to any connection.
53. Waterproof pool speakers that sound just as clear underwater as above water
54. A cake business that lets you buy cakes in the style of IKEA flat-pack furniture for self assembly.
55. An instant chair that allows you to just throw it on the grounded folded up and it pops into a chair ready for sitting on.
56.  A spherical television - so you can watch at any viewing angle.
57. Custom video game controllers for people with disabilities that effect motor control allowing them access to more games.
58. Education about the traditional use of tofu in east Asian cuisine.
59. A unisex clothing brand that sells most basics in a huge range of sizes for XXS to 5XL
60. An electric string instrument like an electric violin that can be program to replicate any member of the orchestral strings family.
61. A website that generates a recipe based on the ingredients in your fridge/pantry with consideration for dietary requirements and allergies.
62. Cookies that are completely nutritionally balanced meal replacements.
63. Divider plates for adults - because food touching is unwelcome sometimes and adults need larger servings than kids.
64. Balls with trackers in them so you can go collect them more easily if your dog decides it doesn't want to play fetch anymore.
65. A PSA about why some people need access to plastic straws for medical reasons.
66. A campaign to bring Japanese style convenience stores to Australia.
67. Warning teenagers about the dangers of drinking alcohol under the legal age.
68. Potato chip flavoured rice snacks.
69. A microwave container that actually keeps crispy things (e.g. leftover fried food) crispy upon re-heating.
70. A meat pie but without the crust, basically just pie filling in a dish.
71. In-home escalators that can be turned on and off as needed.
72. Nutritionally complete pudding cups for people who have difficulty with solid food for whatever reason.
73. An app that reminds you about basic self care tasks like eating and bathing at whatever time you ask it to.
74. An oven that detects when the food is ready
75. A highly trained rat to collect things from really small spaces.
76. A glimpse at what being in a crowd as someone with social phobia feels like.
77.  Odorless fish treats for cats/dogs/other animals that may enjoy fish jerky.
78. A towel that never gets wet but still dries you
79. Self cleaning drain pipes and gutters
80. The fire danger rating system in layman's terms.

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Despite having done things like this before I am both eager and a little overwhelmed. Creative tasks are some of my favourites and I've done small productions in a similar promotional vein before but, I've never been stepped through the process in so much detail. I have a few ideas but I definitely don't have my heart set on anything yet, I'd like to see what comes out of my list of 80 first.
I'm a confident audio editor, but not very confident with video at all - at least not with footage. The majority of my experience with video work has been through motion graphics, so I think I might try and lean into that experience with whichever idea I choose to go with for my project.