Below the line: promotional give away

In association with the envelope of seeds promotional piece, this postcard provides the audience with a direct marketing piece that would be distributed into mailboxes or placed on postcard stands at libraries, anywhere to reach the target audience. 

Below the line:

Marketing piece, envelope of seeds to be given out or put in mail boxes.. expressing a personality to the brand, text talking directly to the recipient, using the motivation of gardening as the benefit. 

Cool magazine ad found in the Sydney Magazine while i was sitting in the waiting room.

Interesting use of spreads and concept our using people to create something but still have a meaning behind it. 

Newspaper advertisement

My print and outdoor campaign aims to encourage gardening by highlighting a specific benefit of gardening using quirky illustrations, using only the colours of the branding. I’m quite happy with how they turned out, now on to adjusting the layout and thinking about my below the line and guerilla advertising.

I’m thinking for below the line, handing out little envelopes of seeds, with the same visual language on it. Another idea is a hand out flyer, that is a little bit different to your typical one, still need to think about it, but i definitely think to reach my target market I need a printed handout.

Magazine advertisement

Bus shelter advertisement

Poster advertisement

How do you define above the line advertising?

Look at how the advertising is being distributed/ media produced. If ad relies on preexisting media (radio, tv, billboard) is mainstream and is above the line advertising.

Even though different piece might be different, make sure complements eachother and look like from the same family.

Applying visual style consistent across each piece.

Tv:

probably not the best thing to do for a small charity. Has benefits, of presenting to a wide range audience, present visually auditorily creating an engaging experience. Leaves room for creativity, allows personality of product to be promoted. Ad using more than one of the methods of retaining info (visually, auditory and kin esthetically) more effective. Works if you know the audience, understand their viewing habits- tv as a medium is not effective and a waste of money. Average length is 20-30 seconds, ranging from 10-60 seconds.

Photomatic (story board) is series of still photos presented tgether along with soundtrack, voiceover and sound effects to show mood and how it’s going to be filmed.

Radio:

Forgotten media format, because people actively involved with tv. Radio usually in the background. Traditional radio listening habits are dropping but non-traditional listening habits such as pod-casts is getting higher. People usually listen to one particular radio station. Most radio commercials usually go unnoticed, which doesn’t mean people don’t listen. Radio is effective because it does target a specific audience. Downside is it is a auditory format which is hard to present engagingly.

Alocated spot/length. Good script has overview, then broken down in to voice over, sound effects and dialogue. Good script has to be evocative, in terms of voice, experience and mood. Timing is important- start with about 15 seconds, use time markers to get a sense of the speed.

“Age Unlimited was a recruitment campaign aimed at encouraging people in their fifties and sixties to set up businesses that would benefit the generation older than themsleves. In the end the client went with the ‘seed’ idea (pictured here at the bottom of this page) which they felt communicated their message in a stronger, more positive way.”

by kerr vernon