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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Research Before I start the research, I decided to put down on paper what I think an advertisement for a product or service has to do. This will be followed by the results of the research for comparison. The list will be typed up once and will not be amended or added to at a later date as this would defeat the objective. Think of it as a solo brain storming session. Doing this will hopefully give me a good idea of how far or near I am to the facts (setting artistic license aside for a moment...). At the very least this exercise might provide any advertising gurus out there with a laugh! So, I think an advertisement should: 1. Be honest 2. Be to the point. 3. Be concise - time is money. 4. Be informative. 5. Be memorable for some reason or other. 6. Mention the product/service wherever possible. 7. Mention the contact details wherever possible. 8. Show an awareness of the target audience. 9. Show an awareness of the target market. 10. Be easy to understand. There are probably others, but off the top of my head - and this is the whole point these are the things that occur to me at this time. I am NOT a marketing person so I would not be the least bit surprised that I am missing important points. Now, for some actual research... The objective of this project is to create an advertisement for financial services. In order to achieve this in as an efficient manner as possible, the research will be restricted to advertising financial services, be they pensions, investments, banking, shares, bonds, insurance (car, health, death an so on) and others. That's a tall list! So, I'm going to concentrate investments and see what is out there and see what the common grounds are - if any.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Advertising slogans of banks. UniCredit bank, Italy Advertising slogan: UniCredit. At the service of your ideas. Commerce Bank, USA, serving Kansas, Missouri and Illinois Advertising slogan: Commerce Bank. Ask. Listen. Solve. Wachovia Securities Corporate and Investment Banking Group Advertising slogan: Wachovia. Uncommon Wisdom SouthTrust Bank (in 2004 SouthTrust merged with Wachovia) Tagline: You're Not Just Another Customer. We're Not Just Another Bank. Washington Mutual banking and financial services Ad slogan: Washington Mutual. More human interest Banque Populaire, France Advertising slogan: A Bank and popular at the same time First National Bank, South Africa Advertising slogan: How can we help you? Fortis banking and insurance Advertising slogan: Fortis. Solid partners, flexible solutions Maybank, Singapore, Malaysia Advertising slogan: Maybank. Making every moment count Wells Fargo banking Marketing slogan: Wells Fargo. The Next Stage in Banking Absa bank, South Africa Motto: ABSA. Today. Tomorrow. Together EvergreenBank, Seattle, USA Slogan: EvergreenBank. Where you know your banker and your banker knows you US Bank Marketing slogan: U.S. Bank. Five Star Service Guaranteed AMP financial services (banking, insurance, savings and investments), New Zealand Taglines: AMP. Have the life you want. It's easy to bank with AMP. Santander group banking Advertising slogan: Santander. Value from ideas

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

The Milford Bank Motto: Milford's Best Bank! SunTrust bank, Atlanta, Georgia Advertising slogan: SunTrust. How can we help you? AmSouth bank, USA Ad slogan: AmSouth. The relationship people Morgan Stanley investment bank Marketing slogan: Morgan Stanley. One client at a time. Natwest Bank Taglines: NatWest. Another way. To save and invest, talk to Natwest. HypoVereinsbank, Germany Advertising slogan: You live. We'll take care of the details Halifax bank, Britain, now - HBOS, after the merger of Halifax and Bank of Scotland Slogans: Halifax. Always giving you extra Get a little extra help from the Halifax BNP Paribas Bank, European banking and financial group Ad slogan: BNP Paribas. The bank for a changing world Abbey National Bank, UK Slogans: Abbey. More ideas for your money. Turning banking on its head. Because life's complicated enough. Investments with Abbey endings. Get the Abbey habit. Dexia Bank, Belgium Slogans: Dexia, the bank for sustainable development When your money is safe everything is too GarantiBank International, Turkey Marketing slogan: Garanti Bank. The Bank in Your Mind Allied Irish Bank Advertising slogan: Britain's best business bank Union Bank of Switzerland - UBS Slogans: You and us. UBS. Here today. Here tomorrow. Credit Suisse bank Slogans: Credit Suisse. 360째 Finance - corporate slogan

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

It's time for an expert. Whatever makes you happy (for Credit Suisse Private Banking) Lloyds TSB banking Taglines: You first Banking worth talking about Trustee Savings Bank ( now - Lloyds TSB) Ad slogan: The bank that likes to say Yes The Royal Bank of Scotland Advertising slogans: Make it happen. Where people matter AIB - Allied Irish Bank Advertising slogan: Your Life. Anything is possible. Be with AIB Barclays bank Slogans: Barclays. Fluent in finance It's our business to know your business Chase Manhattan Bank Tagline: Chase. The right relationship is everything Commonwealth Bank of Australia Advertising slogan: Commonwealth. Make it happen ING Direct bank Marketing slogan: ING Direct. Save Your Money! ABN AMRO bank Advertising slogan: ABN AMRO. Making more possible Scotiabank, Canada Motto: Scotiabank. Life. Money. Balance both. http://www.textart.ru/database/english-advertising-slogans/advertising-slogansbanks.html

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

This is a short list of some of the more well known investment banking organisations. There are many others of course, but this list serves to kick start the research and simply get a ‘feel’ for the industry from the point of view of a window shopper at this stage. • • • • • • • • • • • • •

Bank of America Merrill Lynch Barclays Capital BNP Paribas[1] Citigroup Credit Suisse Deutsche Bank Goldman Sachs HSBC[2] JPMorgan Chase Morgan Stanley Nomura Securities[1] RBC Capital Markets[1] UBS

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Santander UK Plc.

“Our Advisory Service enables you to draw upon a wealth of global investment knowledge and insight, leveraging the Santander Group’s expertise and resource to create a strategy tailored to meet your needs and objectives.” http://www.santanderpb.je/private-banking/investment-advisory-service

Nationwide

“In today's low interest rate environment, it's only natural to look around for other ways to try to make your money work harder. And, if you're thinking about taking the first step into investing, Nationwide has a carefully selected range of investment funds designed to help meet your individual investment needs, all provided through Legal & General.” http://www.nationwide.co.uk/investments/isa-unit-trust/default.htm

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

J.P.Morgan

“J.P. Morgan is a leading global investment bank with one of the largest client bases in the world. We serve nearly 20,000 clients, including corporations, governments, states, municipalities, healthcare organizations, education institutions, banks and investors. Our clients operate in more than 100 countries. We offer a complete range of financial services to help clients achieve their goals. We provide strategic advice, lend money, raise capital, help manage risk, and extend liquidity, and hold global leadership positions in all of our major business lines.” http://www.jpmorgan.com/pages/jpmorgan/investbk

These three examples are taken directly from their relevant websites. The purpose of showing them here, in this format, is important because there is a huge shift in advertising away from the traditional mediums such as television and radio. The shift is toward the internet. From what I have seen, when looking at an advertisement hosted on the internet, the initial impression that is struck and embedded into the mind of the viewer, is critical. The reason for this is the simple fact that there is no sales person there to guage the human response and gear the conversation accordingly in order to get a signature n a contract. In the absence of a sales representative, the ‘image’ is all. So what is this ‘image’ and how does t come across? The last three examples shown previously depict three distinctly different things: 1. Business. 2. The average person like you and I. 3. Style. At least these are the impressions I was left with upon first viewing. What remains for the purpose of this project is to decide which of the above impressions I would like to strike with an audience. I think the most natural approach for myself would be to look more closely ate the impression I would like to leave with an average person.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

First, what is an average person? An average person is someone who (in my view) is normal in every way, but this also includes what they do for a living, where they spend their time, what their interests are and many other aspects. The average person is often depicted as someone dressed in jeans or chinos, wears a tee-shirt or a chequered (lumberjack) shirt with rolled up sleeves and speaks using a vocabulary with low syllable count. This image is transposable across the sexes. This is not patronising in the least and serves to establish an implied familiarity with the audience I feel. So far all this is pertinent to advertising on the internet as well as television. Radio is excluded because it is not a visual medium - just auditory. This is what the initial research threw up. I feel I have stumbled across a relevant few points as discussed above, but I need to get a better understanding of the visual aspects of advertising. To this effect I have read a book called ‘This is Advertising’ by Eliza Williams. The sole overriding impression I was left with after reading that book is the what I believe to be a notion that ‘image’ and impression are linked and share a relationship without which neither could survive. The visuals need to be simple. The dialogue should be simple. The reason for this is to hide or mask the actual complexity of the industry the advertised product or service is found in. A good example (I feel) is how money is depicted. Do we really need to see every crisp edge in a wad for 50 pound notes to realise money is what the subject is about? Not really. The sound of loose change (chink-chink…) is understood universally – and we don’t need to see a think. But id money has to be seen, then a few loose coins should suffice. Bear in money the notion of money has nothing to do with the notion of wealth. Indeed, great wealth is implied by being showered in 50 pound notes – not a mountain of 2 pence coins! When was the last time anyone saw a person joyously throw a bunch of coins into the air – no, it’s always paper money.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Dialogue 1. Be snappy, ie. to the point. 2. Use simple language. 3. Not be too wordy. 4. Stay on topic. 5. Be easy to relate too by the target audience. 6. Be informative. 7. Not supply too much information. 8. Inviting.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Script We all know how money just seems to go nowhere these days. But wherever it goes, it sure seems to be going there fast! Wouldn't it be nice if you could just put the brakes on all this? And Take control? After all, it's your money. Here at 'Coop Investments' we do our best to make sure your money works for you. We are ordinary people like yourself, so we know you want your money to work has hard as possible. We'll work with you and help you decide where you want to invest your money. Then we'll provide all the tools you need to watch your investment grow exactly how you want it and where you want it. So join us today in order to take advantage of our full range of benefits. And remember, with Co-op Investments working with you, you'll be taking back control of what's yours in the first place.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Setup Because I am moving house there is no way to get properly organised with this project. Therefore, I will be using my own equipment instead of the limited bookings available through MPC. To this effect, the makeshift studio lighting I put in place will have to do. Actually it is not all that bad considering the shoestring budget. Below is a number of photographs of the green-screen, lights (4 point lighting). The green-screen is actually twice as wide as shown but the only room I could use was not wide enough to accommodate the full width.

Figure 1. An iPad will also be used as a kind of third hand.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Figure 2.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Figure 3.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Figure 4.

Figure 5.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Filming The whole subject of filming is turning out to be quite an exercise in itself if only for the fact that I'm attempting this by myself. The lesson being learn here is: do not do this again! For anything other than trivial projects, it is near impossible to direct, produce and act at the same time. The biggest downside to doing everything yourself is the sheer amount of time it takes to set up every single shot. There is no such thing as a shot reel to review. Every single clip has to be reviewed immediately and any problems corrected or accounted for there and then. This project is nothing to write home about, but even then, it serves to at least illustrate the difficulties involved with single handed filming etc...and it shows. A typical examples is show below. The contortions involved are getting ridiculous!

Figure 6. To some extent the iPad is providing some freedom but the overall process of framing, shooting, reviewing etc. is just too labour intensive and time consuming.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Project breakdown It about money, but more to the point, it's about investing money. This is happening all the time as we all know, but, the average person has no idea how to go about investing. This is the tip of the iceberg of course because investing with success will require far more than just a wad of cash. In fact, the money from an investor actually passes several hands before ending up in it's final destination. But the average person on the street will tend to stay clear of investing their hard earned cash because of the labyrinthine processes and procedures involved. Many a time, when an investment bear little to no fruit, the actual reason is very d difficult to get hold of. Therefore this project will invent a hypothetical organisation whose main selling point it the partnership it will establish with an investor where the only bias the interest of that same investor. Seeing as the theme is nevertheless, money, then it follows that the lowest common denominator will be used as the actual animation component. Even then, the denominations will be kept small and hopefully this will lend some familiarity with the viewer (bearing in mind this is meant to target a live advertisement and therefore the 'viewer' is always a potential 'client'...). Below are jpeg images of the coins I will use:

Figure 7.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Modelling The best way forward for me is going to have to be the use of Maya 2012 in order to build the animations components. Modelling in Maya is straight forward and the 'coins' were created from simple cylinders and the mentioned coin jpegs used as textures.

Figure 8.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Audio Seeing as I am using Adobe Master Collection CS6, I might as well use the application called 'Audition'. I have never used it before but this is as good a time as any. It turns out Audition is actually a very powerful audio mixing/editing tool. One of the best features I came across on it is where noise is removed by first selecting a noise sample from the audio file itself. Audition will then use this 'noise profile' as a digital template and remove noise in the rest of the file that fits the characteristics of the template. It's just as well really because I ended up having loads of sound samples that needed managing. To this end a mult-track session was used to keep everything together. The resulting sound samples will then be imported in a video editing tool of some sort along with the footage take from an equal number of rushes.

Figure 9.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Video editing Again from CS6, I'll use Premiere Pro - why not, I paid for it! This is the glue that holds everything together. The video and audio files are imported along with the frame by frame animation from Maya. The stitching together will have to be fourfold (one man band remember...): 1. Assemble clips loosely along lines of storyboard. 2. Fine tune the compilation. 3. Audio levels. 4. Colour correction/balancing. This will be the post-processing workflow.

Figure 10. In practice, it turns out that the chosen toolset is extremely stable. Having said that, there is a definite bug in Audition: if you try to delete a track that is currently being recorded too, then Audition will crash!

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Shot List Storyboard Scene1

Scene Time Script 1 00:03 We all know how money just seems to go nowhere these days.

Scene2

2

00:06 But wherever it goes, it sure seems to be going there fast!

Scene3

3

00:05 Wouldn't it be nice if you could just put the brakes on all this?

Character Comment PC Introduction and almost getting ran over. PC Contemplating how money goes fast. PC

Suggesting an alternative.

Make the point of whose money it is. Introduce the company.

And Take control? Scene2

4

00:03 After all, it's your money.

PC

Scene5

5

00:06 Here at 'Coop Investments' we do our best to make sure your money works for you.

PC

Scene6

6

00:06 We are ordinary people like yourself, so we know you want your money to work has hard as possible.

PC

Establish the common grounds. Get audience comfortable.

Scene7

7

00:06 We'll work with you and help you decide where you want to invest your money.

PC

Describe how the company works.

Then we'll provide all the tools you need to watch your investment grow exactly how you want it and where you want it. Scene8

8

00:09 So join us today in order PC to take advantage of our full range of benefits. And remember, with Co-op Investments working with you, you'll

20

Put out an invitation. Then conclude.


Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

be taking back control of what's yours in the first place.

Total running time: 44 seconds.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Storyboard

Figure 11.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Figure 12.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Figure 13.

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Journal of "Financial DV3600

Services"

By Paul Camilleri u0950499

Todo: Colour corrction. Audio.

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DV3600_Journal_Financial_Services  

DV3600_Journal_Financial_Services

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