Last week I created my story idea about Nescafe’s advertisement and succeeded in bringing it into reality through a short video called ‘Nescafe saves my day’, the story was about an ordinary worker James who had succeeded in overcoming his sleepiness, after getting orders from his Boss at the office to completed an important task. So, now I’m going to evaluated uses these 5 steps, Bolstering originality and elaboration, identifying the target audiences, SMP-single minded proposition, adding the story to SMP and Multiculturalism in advertising Australia.
Make sure check this first: https://rkayame4.wixsite.com/my-site-2/post/brand-storytelling-3
Step 1: Bolstering originality and elaboration
Originality
‘An original ad comprises elements that are rare, surprising, or move away from the obvious or common place’ (Reinartz & Saffert 2013, para. 5). Use this insight to review your brand photo story from week three.
This video actually based on an observation of the reason we drink a coffee, as we see on this advertisement, I attempt to bring the exact function of why we drink coffee by located the coffee as a product to overcome people sleepiness and assist people to be more focus in doing they task especially at night thus, it express genuineness of coffee itself. Furthermore, from the perspective of the story idea, there are some things that need to be added such as placing the ready-made coffee while the character is working or adding some sticker that is related to Nescafe at the end of the video. Thereby, the expression of Nescafe can be delivered well enough to grab the attention of the audiences.
Elaboration
‘Many ads are creative because they contain unexpected details or extend basic ideas so they become more intricate and complicated’ (Reinartz & Saffert 2013, para.11).
The extension of character’s imagination where a visible hand goes off the screen
And give Nescafe to the character, has succeed express the point of elaboration yet, actually the idea of the story can be added to be unusual such as drink the coffee and reveal the power or drink the coffee and kill the sleepiness (monster) so that, it can be unexpected and more attractive to watch.
Step 2: Identifying the target audience
I deliberately changed the format of this short advertisement into TikTok’s format with the aim to reach as many customers as possible due to the market today. Yet, the main target are young adults and grown-ups with the range of ages between 20-50, with the habit of staying up late due to working or studying and also like to gather with friends or family. Most of them are worker who generally work late at night and the rest are students due to their task and assignment. The possible weekly income of the target audiences is around $50-$500+.
Step 3: SMP - SINGLE MINDED PROPOSITION
Nescafe, make your day. ( more valuable)
Step 4: Adding in the SMP to the story
‘Nescafe, Make your day’ this single minded proposition has inspired me to come with a short advertising story ‘Nescafe saves my day’ this story based on true story where in the last 2 trimester I had to stay up late working on my assignment and task during the night with homemade coffee (Nescafe) on my table. So that, I try to recreate the story by adding worker’s anxiety toward the pandemic, and why ‘Nescafe, make your day’ it because on the story Nescafe is the one who saved James ( character) to stay up late and help him to focus on his duty, after completed the task the character happy because ‘Nescafe, make his day’.
Step 5: Multiculturalism in Australian advertising
Q: When it comes to representing multiculturalism, how well do you think Australian brands are doing? In other words, is multicultural Australia reflected back to us in the advertising you have been exposed to?
Due to my lack of understanding about advertisement in Australia, I could not evaluate How well it is. but, by experience it during working on this task, I have seen uses of Multiculturalism in some of advertisement, where it shown variety of people in a short video of advertisement like Uber Australia but, In advertising that I have been exposed, I’m not finding anything related to Multiculturalism either in general or particular.
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