D&AD research

We talked about the live competition and were shown previous students work in books and online. We then discussed our briefs and made decisions on who to work with and which advertisement to work on. We then deconstructed our chosen brief and rewritten it so that it was easier to read and understandable to others.

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We then did a swot analysis and looked at older adverts and researched other companies that are also digitally based like Greggs company on twitter with the sausage rolls.

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From our SWOT analysis we then prepared a visual and written target audience profile.

Giffgaff’s aim within this campaign is to appeal to:

Digitally savvy people

Young adults

Low Income households

Social media fans

They are targeting potential giffgaff members who don’t know what giffgaff stand for or what makes them unique.

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We then explained what the unique selling proposition of giffgaff brand and what they offer.

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We then detailed the tone of voice needed for the company

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We then sketched potential ideas with concepts and visuals and pitched these to the class. We had now decided that the 800 words needed in our brief, would be a story of a young girl and her ten years with GiffGaff. This would include her life events like receiving exam results, birthdays, anniversaries, births and funerals that have needed her to use GiffGaff throughout.

We decided that the personal traits and personality of the girl would reflect on the brands personality which is in the brand guidelines.

For our second and third pitches we discussed our concept and responded to feedback from the first pitch and did some research into GiffGaffs older campaigns/adverts.