Props.........Home-made bags

Branding and logos are extremely important with advertsing as it's these factors which remain in peoples minds. Currently Asda do not have packaging for their George product,and frequently issue Asda food bags for product purchases. I thought it'd be intersting to create som eof my own packaging for my advert.

The Target Audience

Currently at Asda based on 1510 adults 15+ surveyed in September 2007, the 15-24 group is the lowest percentage amongst all of Asda consumers. The largest being 35-44group. This indicates to me the structure of this campaign. We want to stimulate the this section of the value market sector and compete with the leaders............... currently being Primark.

When ideas met..........Filming

"The marketing focus for Asda over the past decade has been very firmly on price, however more recently the company has looked to branch out and bring a more friendly and welcoming family feel to the table."
(Food Retailing-UK-November 2007-Asda Stores Limited)


My main objective for this campaign is to make Asda cool amongst young people as curently cheap chic will be a key draw for the young and fashion-hungry, and less affluent consumers will continue to shop at value retilers for neccessity. We want to illeterate to young consumers that Asda can be just as cool as Topshop, Dorothy Perkins and H&M.

My Ideas

I have watched over 20 different Asda adverts now,and they seem to have kept to the same brand ethos since the 1970's. Their most popular strapline/ theme is the slapping of the back pocket, and the phrase 'Asda price is right'.It all centres around good value. They sell clothing food, household toys and dvd/games, so their products appeal to a large market. They stand out from their competitors because of price, and that's an area i don't want to change drastically in my advertising campaign.
My main objective is to create a modern, fashionable advert without changing the brand identity or values too much. I want to keep it quite quirky and informal.....because i want viewers to be able to relate straight away to what the advert is telling showing them.

Now i have researched the Situation, I intend to crack on with my research of the target customers...using Mintel and ideas and concepts for my advert.

Christmas 07'

">

This is the most current advertsing campaign featuring Julie walters agian for Christmas o7'. The theme is based on real life product training amongst the asda staff, with quirky humour and laughter by the actress herself. The adverts are in good taste with lots of jokes and one-liners by Mrs Andrews. They are definitly easy to watch by viewers, and would definitly keep viewers attention, with the bold colours, quick editing and pacy scripts. This is interesting to know, when considering concepts for my advert.

Past Advertising....1970's

I found this on You tube and it was a 1970's advertsiement for Asda. The emphasis was on it being a family orienated brand, with huge emphasis on value. Nearly 40 years on, their company ethos hasn't changed.

Coleen for George @ Asda

ASDA revealed in August 06' that Coleen McLoughlin was the face of George’s hugely successful Must Have press ad campaign, and would be making her TV advertising debut. Coleen starred in the George TV ad which aired between 31st August and 13th September.
Filmed on location in Lisbon, Portugal, viewers saw Coleen dressed in up-to-the-minute fashion walking down a continental street.

The Setting

Boutique owners spot her, opening their doors and placing items in their windows, all in an attempt to entice her in. She smiles and keeps walking. The last shot is of Coleen appearing at the end of a street with loads of carrier bags…all of which, like the clothes she wears in the ad, are from George.