Main Goal
Target groups in screen based media: How can you divide your target group and how will this change your story in your commercial?
Organisation
Students from 4-7 Schools of different countries/regions should be involved.
The participants should work in (international) mixed up groups of students in the field of audio-visual during the project-meeting.
Before this meeting, the students should work in groups of the same school/class in the prework
Special needs
The students must already have the basic know-how of producing short movies and editing skills. Filming and editing equipment is required.
Outcome
A commercial video aimed at a target group.
Applicability
This project-week is an integrated part of the of the six-week concept to implement storytelling as a key element in advertising and marketing .
Reference(s)
Implement and use storytelling as a audio-visual solution for advertisement and marketing.
First step: 6 month ahead, end of previous project-week
- explain the plot of this second project-week.
- Handout the creative-brief for the prework.
Second step: 3 month ahead
- Work at each participating school within the next three month on the prework (reg. The creative brief).
- Book the facility and ressources needed to organize the project-week
Third step: 1 month ahead
- Inform each partner about the concrete planning for the week
- Advice al the partner to upload the results of the prework ntil latest 1 week ahead of the meeting to an ftp-server.
Fourth step: zero
Execute the Blended learning week 2 – TARGET GROUPS:
- Master classes for all the students,
- keynotes of professionals from the associated partners concerning the segmentation of customers in different groups by age and needs with screen based commercials
- work in international mixed working groups, all on the same issue but with the focus on different target groups. Such an issue must be sonmething typical for the host city.
- In the international working groups the student have to work an a concept for multimedia commercials with the purpose of getting more attraction for the defined product at the defined target-group.
- producing of a commercial in a 36 hours workshop. This commercial about that typical item of the host city which has to be commercialy pushed to the defined customers-group.
- The week will end up with a presentation of the produced outputs and the presentation of the next prework
- work in international mixed working groups, all on the same issue but with the focus on different target groups. Such an issue must be sonmething typical for the host city.
(see detailed program in the link above)
DAY 1:
Presentations of the prework, Feedback to the prework, 1-2 keynotes to the theme of the week, group building, icebreaker, Presentation of the student asseignement
DAY 2:
1-2 Keynote to the theme of the week, Masterclasses for producing and editing skills, Production-location scouting, guidelines for the creative process, storyboard and plot
DAY 3:
Production
DAY 4:
Editing
DAY 5:
Presentation, Feedback, Learnings, Prework for the next meeting
DOWNLOADS
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