The steps involved are as follows
A brief is a written document presented by the client to the creative agency which includes all the necessary information about the product or brand and the demands for producing a TV Commercial. Sometimes the client also asks the agency to pour in ideas and recommendations. This brief can be a one pager or a very long document as well.
This is done to understand customers and their preferences. Market research is very important in selecting the appropriate target audience. Surveys, personal interviews, field trials are the most common ways used to conduct market research.
Strategy and Concept Development
This is when the planning process begins. The Creative Department cracks the brief, brainstorms ideas and creates a strategy presentation which is also called as the ‘Big Idea Development’. This is showed to the client. If the client doesn’t approve it, the strategy is altered and the presentation is prepared again. Once the client gives the approval, this is sent to the Production Department.
A budget of the promotional expenditures is prepared and shared with the client. It covers all the costs including media buying, venue costs, celebrity costs, taxes etc.
The Production Department suggests options of execution of the plan. They recommend directors and suggest location of the shoot. This proposal is sent to the client who selects a suitable director from the list of options presented by the production house.
Deciding the Shoot Venue
Location of the shoot is selected whether it will be a local shoot or a foreign shoot. This depends upon the requirement of the concept and the budget of the video.
Story Board Making
A storyboard is a series of illustrations of the video scenes that provide a representation of the actual TV commercial in a sequence. It explain through still images, how the entire video will take place. The creative team decides the number of scenes to be added in the video and make sure it doesn’t exceed the available time. TV ads are usually 15 seconds or 30 seconds. The storyboard is an important part of the ad-making process as it provides a visual template to the directors who also make sure there are no missing scenes. This step also helps in avoiding delays and unforeseen expenses at the production stage. After storyboard completion, it is sent to the client for approval.
Selection of artists
Voice over artists and video characters are arranged by the production house. Voiceover samples are sent to the client. If a client demands a specific celebrity presence in the video, then the production department is responsible for contacting and hiring the celebrity. After the characters are finalized, the final shooting takes place. Once all the shots are filmed, they are sent to the editor for final editing.
Release of a teaser Ad
A teaser video is first released which includes key visuals from the final Ad. The main purpose of the teaser is to generate curiosity and interest in the target audience by revealing few elements about the actual Ad. The Blue dot, mostly works with the pharmaceutical companies for example Getz, GSK, Abbott, Sanofi etc. Working with pharma products is challenging as pharmaceuticals have limitations for example there is no outdoor marketing involved and the only target audience is the Doctors, so it is important that the video must target on functional as well as emotional level. Therefore, it is very essential to have a catchy tag line that attracts more audience. For example in our ongoing project with GSK, where the company is launching the new Augmentin Blister pack, we started a campaign called ‘Protection to what protect you’. For the teaser video, we took inspirations from other ads that talked about protection, made it glamorous to attract more audience. We used delivering through parallel ideas as our approach and designed key elements to play around in the video.
TV slots are the time slots when we want the advertisement to be aired successfully, which depends on our target audience or the product. After examining our target market, the agency decides which channels will serve as the best venue for the product. Usually channels with the highest TV rating are selected to target large-scale audience. For example ads of female beauty products are normally run on channels airing cooking shows and TV shows. Similarly, lifebuoy advertisements are played on the slots when kids normally watch TV i.e. 5-7pm slot. If we want to target the male audience, the advertisements are run at night slots when most of the men are watching. The ads for shaving products or men face wash are aired mostly on news or sports channels so that it reaches high number of target audience.
Neilson is a global company for data analytics which operates in almost 100 countries including Pakistan. It tracks the audience levels of channels and how many people are watching the given program. This helps the companies decide the best venue for placing the ad to target maximum viewers.
The popular ad of Shan Foods was produced by Bionic Films. The ad was mostly run at evening and night slots and aired between cooking shows, cricket matches and news break so that large target audience can be reached. To ensure that the ads play on the scheduled time, there are people working who note the time to ensure that the ads are placed on time. If for example an ad fails to play at the given slot on some news channel due to an unfortunate incident, then that ad is compensated at the other slot. If a company buys 200 slots for the TVC and only 150 are successfully aired, due to breaking news, then the company will pay for the slots that were aired only.