P2 - Evaluate Client Brief

 P2 - Evaluate Client Brief

The Brief

IGS Creative, a local advertising agency led by myself as Creative Director, has been approached by BBC3 to plan and create an advertising campaign to promote the release of Boundless, a new low-budget TV drama series which is currently in production.

BBC3 provided IGS Creative with a comprehensive list of details regarding their requirements for the advertising campaign, as seen above. I have divided these requirements into 4 categories to better understand how each of them are to be followed: open requirements give me a degree of freedom in how they are carried out, implicit requirements have been interpreted from what is provided in the brief but not mentioned outright, constraints are limitations that the campaign must work within and explicit requirements are those which have been clearly stated in writing and must be heeded.

Aims & Objectives:

The campaign will aim to promote the release of Boundless, bringing awareness of the TV drama among its target audience in order to persuade them to watch the series when it's released. This will be done by ensuring that the campaign is appealing to the target audience of Boundless and reflecting the genre of the series & its themes.

IGS Creative must create a cross-media advertising campaign to run before and alongside the release of the TV drama Boundless, made up of multiple components in at least 3 media sectors. Each of these components must follow the conventions of their media sector and comply with all relevant advertising legislation.

I have the freedom to choose precisely which media sectors to use, what style the campaign will have and what demographic it will be targeted towards, but they should all be suitable for the target audience of the series and reflect the series' genre and themes.

The key deadlines for IGS Creative are 17th December 2021, when the proposal for a campaign will be presented to the BBC3 Commissioning Editor, and 8th April 2022, when the final versions of the campaign components need to be delivered to BBC3, given that they approved the proposal presented in December. Additionally, the overall budget for the campaign is £15,000. This will need to be considered when determining the scope of the campaign and the scale in which it is carried out.

The product and its target audience:

Boundless is a 5-episode crime drama about a young man who starts a cyber crime business in order to make money and prove his worth to those who didn't believe in him. As laid out in my Unit 21 P2 proposal, the series is targeted towards 16-30 year-olds, leaning towards men due to the theme of technology, crime and action-over-emotion events. The series appeals to higher educational classes but lower economic classes, which largely applies to students who are well educated but are not yet financially established.

The appeal of the series comes from the personal identity found within Alex as a relatable protagonist, as well as escapism from the tense and exciting battle between Alex and the police, following typical crime drama beats of mystery and investigation. The advertising campaign should touch on these aspects of the series in order to appeal to the series' target audience and persuade those that are likely to enjoy the series to watch it, as is the aim of the campaign.