Above are the slides of our presentation of our ad campaign. Below, there will be the text of our presentation.
Slide 1:Hello everybody, We have been working on an ad campaign for clean streets. The goal of the campaign is to get people to throw their trash in the bin instead of throwing it on the street with all the consequences. We tried this by adding a little game to it. Slide 2: Facts
9 billion tons of litter ends up in the ocean every year.
11,5 billion $ is spent every year on cleaning up litter.
The most common object found during litter clean-up is fast food litter.
According to a study, most people who litter are between 18-34 years old.
Slide 3: Target Audience: The target audience are young people who are under the age of 35. We try to reach these people because a study proved that people between the age of 18 and 34 pollute the streets and environment the most. We also want to reach everyone younger than 18 to prevent them from polluting later. Slide 4: The ad Slide 5: Logo of the company: We used three different colors which we think suits with the mood of our campaign. We used orange because it combines the energy of red and the happiness of yellow. Besides, it is a popular color amongst young people, which is our target group. We used the color green because it symbolizes nature. Our cause has everything to do with nature. At last we used the color blue. Blue is often used in advertisements of products and services related to cleanliness, so is ours. In the logo you see a street, with in the back the city and nature. This is because pollution mostly happens in the city, though affects nature. The function of our logo is to bring our goal in picture a happy, clean world. Slide 6: Sound use The advert contains a happy enthusiastic song to make people feel positive about cleaning up the streets. Also people might gain energy and happiness from the advert. We also used sad music to intensify the pathos we used in this advert. Furthermore, we used the sound that is made if you die in the game GTA. Lot’s of people know this sound, especially boys. In this way, people might remember the advertisement better. Slide 7: Ethos logos pathos As already mentioned in the sound use, we use foremost pathos in our ad. We use this in the pictures of the animals with litter on them. People will feel bad for the animals and agree that we should do something about all the waste we throw into nature. We also play into happy emotions. We do this in at the start of the video by playing happy music en daniël throwing objects in the bin. In this way people get a good feeling with throwing away their waste. We also use a little bit of logos. We only use this when we say that over 100.000 animals are affected by this. This is a fact and so logos. Slide 8: Slogan With our slogan we try the aim at the emotion of the watcher. By proclaiming them as mean they will feel bad and thus clean up the streets. We chose to let the slogan rhyme so that it is easier to remember.
Although it is not in the presentation, we did have to say something about the marketing principle we used. It is quite obvious that the marketing principle we used is consensus. This means that people will do what you want if you show them that other do as well. In our video I throw my litter in the bin. This behaviour might be followed because of looking at this ad campaign.
After our presentation, someone asked if the ad campaign was for cleaner streets or cleaner seas. This confusion might have been caused by the fact that we showed some images of litter affecting sea life and the fact that we mentioned something about litter in the sea. At the time we did not have a full answer to that question. However, know we do. Our ad campaign is basically for cleaner streets. We put the sea related facts and images in there becuase that litter in the sea is the cause of someone throwing something in a ditch or on the street. Because so much litter eventually ends up in the water and becuase that litter is then taken to the sea by the water currents, there has been formed some plastic soups in the seas and there is continuously litter flowing through the waters of the earth affecting sea life. So... our ad campaign is for cleaner streets because dirty streets is the cause of a much bigger problem.