B4 Radio For the brand you chose to reposition in assignment 1, write a short advertising brief* and produce a series of at least 4 different ideas for radio ads.

The radio advertisement should market Tesco Mobile’s capped-contracts and affordable contract deals to target price-focused students (16-24) being able to afford an iPhone. The aim of the advertising campaign is to increase Tesco Mobile sales for capped-contracts and contracts under £25 for the iphone. Another aim is to gain social media awareness by increasing Facebook likes and interaction as well as trending on Twitter including on-topic tweets such as TescoMobileAffordableIphone. 

Capital FM (2013) state the station audience are “media savvy, on trend and use capital to be the first of their mates ‘n the know’. It is no coincidence that 58% of listeners are aged between 15-34.” The advert should broadcast on Capital FM to target the student audience and in specific regions in Manchester, London, Yorkshire, North East and Birmingham and gain an average of 4% of the market share, which Capital FM (2013) indicates could be up to 250,000 listeners a week.

Radio station: Capital FM in Manchester, London, Yorkshire, North East and Birmingham.

Reach: 4% of region – 250,000 listeners per week.

Broadcast Length: 30 seconds.

Type of advertising: Brand building/reinforcement and providing information.

Theme: Humour and factual.

Advert 1

MVO: (Professional narrator)

FVO: (Local, aged 20)

SFX: I Gotta Feeling by The Black Eyed Peas (fading to background music)

SFX: Girls giggling and getting ready to go out.

FVO: (Gemma) I can’t wait for the party tonight! Sophie why aren’t you getting ready?

FVO: (Sophie) (Sad tone) I can’t afford to come tonight, I am saving money to get myself a new iPhone.
FVO: (Gemma) (Sympathetic tone) Rrr Gemma dont be silly, everyone can afford a night on the town as well as the latest technology with the fab deals out lately!!
FVO: (Sophie) (Intrigued tone) What deals are these? I haven't heard of any so Im counting the pennies until then!

FVO: (Gemma) (Excited tone) Oh, well you wont believe this, I brought  the brand new iPhone for just £25 a month with Tesco Mobile last week so the drinks are on me! Hashtag Tesco Mobile! Oh and to top it all...I can cap my contract so I definitely wont go over my limits!
FVO:(Sophie) (Excited tone) Oh wow, that really is amazing! Hashtag TescoIphonedeal! Ill go and get ready...

MVO: To get your affordable iPhone with Tesco Mobile just visit us online or in store and follow us on Twitter for all our great deals. Terms and conditions apply.

Advert 2

MVO: (Local, aged 20)

FVO: (Local, aged 20)

MV0: (Professional narrator)

SFX: Phone ringing.

SFX: Background noise phone call (hello, yeah ok thanks, bye)
FVO: (Sad/intrigued tone) James how did you manage to afford a brand new iPhone with your student loan, bills to pay and no job?

MVO: (Sarcastic tone) It’s hardly broken the bank! You are just too tight, scrimping to save 2p on your mascara.
FVO: (Sad tone) I would need to save more than 2p to pay for a new iPhone every month. 
MVO: (Confident tone) Well how does £10 cheaper sound to you?
FVO: (Surprised tone) Your kidding right? Phones cant compete that much on price.
MVO: (Definite tone) Well Tesco Mobile can and they have. I got this phone for free and I pay just £25 a month with Tesco Mobile, no biggy. 

SFX: (Excited tone) Oh wow, that’s amazing. Hashtag Tesco Mobile! Hash Tag I’m there tomorrow.
SFX: Celebrate Good Times soundtrack.

MVO: (professional narrator) To get your affordable iPhone with Tesco Mobile just visit us online or in store and follow us on Twitter for all our great deals. Terms and conditions apply.

Advert 3

MVO: (Local, aged 20)

MVO: (Professional narrator)

SFX: (Voicemail) Welcome to the Tesco Mobile voicemail service, sorry but Jason cannot take your call at the moment…
SFX: Male laughing

MVO: (Jack) Haha Jason you seriously get your phone from Tesco? What a loser, get a proper phone, instead of one mixed in with the fruit and veg.

MVO: (Jason) (sarcastic tone) Er what have you got mate, a basic 'all I do is make emergency calls', no pictures, no all inclusive texts or wifi, paid for by Mommy? I have the brand new iPhone for just £25 a month! Tesco Mobile and proud me, mate!

SFX: Awkward silence.

MVO: (Jack) Oh right, err, nice one.
MVO: (Jason) Oh right, yeah, that silenced you. By the way...I cap my contracts so I never go over £25 a month, super saver! Hashtag TescoMobileiPhone!

MVO: (professional narrator) Want to silence your mates? To get your affordable iPhone with Tesco Mobile just visit us online or in store and follow us on Twitter for all our great deals. Terms and conditions apply.

Advert 4

FVO: (Local, aged 20)

MVO: (Local, Father, aged 50)

MVO: (professional narrator)

SFX: Stomping upstairs, banging on a door and storming into a room. 
MVO: (angry tone) You have gone £30 over your contract again Leanne!
FVO: Sorry Dad, it won’t happen again.

MVO: Too right it wont, I’ve changed your phone and contract to something cheaper and more suitable whilst your away at university! I have capped your contract so you wont be costing me any extras with that phone of yours!

FVO: (disappointed tone) Oh but Dad…I need to be on the best network and have the best phone, I cant look stupid in front of my friends. 

MVO: (proud tone) Well here is your new iPhone and you have 1000 free minutes and unlimited texts.
FVO: (excited tone) Wow, thanks Dad. But you said it was cheaper than my old contract and phone? An iPhone is like the best around...

MVO: (proud tone) It is, £25 a month with a capped contract with Tesco Mobile, cant get better value than that!

SFX: KC and The Sunshine Band - Thats the way I like it, faded into the background

FVO: (excited tone) Wowwww! Hashtag Get In! Hashtag Tesco Mobile.

MVO: (professional narrator) Stop overspending on your contract and get a brand new iPhone with Tesco Mobile just visit us online or in store and follow us on Twitter for all our great deals. Terms and conditions apply.

References

Capital FM. (2013) Audience Stats.  [online] Available from: http://www.thisisglobal.com/radio/capital-fm/audience/#stats [Accessed: 10^th April 2013]