BMW ADVERT

PROPOSAL

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Contents Page

Page 1 - Content Outline, Target Audience


Page 2 Market Competitors, Resources

Page 3 Personal Requirements, Cast and Crew.

Page 4 Cast and Crew, Budget


Page 5 Production Schedule


Page 6 - Ideas








Content Outline

My advert is going to be based around the BMW, there is going to be iconography within this advert,
so the snow leopard I am going to have within the advert will be representing the car. It will start
quite slow to begin with, but the shots are going to be short. It will start with the leopard placing its
paw on the ground and then the headlights on the BMW turning on. It will then go on like a hunt and
I will have different shots of the animal running and jumping as well as different interior and exterior
shots of the car.
I think that Vibe would want to publish this advert because, it will be showing a different view of the
BMW and will be aimed to a good majority of its target audience.

Target Audience
For the audience, my advert would draw toward people who like BMWs and who are
looking for a more expensive car, this would typically range 25+. The key messages for the
car is that it has an economic value because of how the car is able to stop the engine when
the car is not moving, this will result in less petrol wasting, it also has three settings which is
eco mode, sports mode and comfort mode which you are easily able to put into gear
without being distracted. The BMW Company typically aim toward males who are in the
higher middle class and who are the upper classes who earn around 75,000 a year.
This target audience would be interested in my product because they are able to afford
expensive car models such as BMW and because their age would range 25+ this would mean
that because BMW is more of an older generation car because of the polished look of it that
it would appeal to them.

From what I have done within my production to suit my target audience, I have made sure
to focus on the key aspects of the car, and I have also put in a certain edge to the typical car
adverts which is something I think that my target audience would like because they are able
to see the full potential of this particular model of the BMW.




Market Competitors
Volkswagen, Aldi make similar cars because of their price range. The Volkswagen price
ranges from 18,000 pounds, BMW cost for this type (series 3 320i sport) is 22,000 without
everything else added, like a sunroof, leather seats etcetera, with this added on it can cost
up to 32,000 pounds for the car.
Cars like Volkswagen have made adverts similar to the advert I am making, this would affect
the competition of my advert because they are at the same price range.
These companies make similar cars to BMW; because they are similar I am competing with
them by making an advert which is original in the sense of the iconography. The
iconography is that because the snow leopard is white and the car is white, the leopard is
meant to represent the car and become the car. Aldi and Volkswagen havent made an
advert like this, and this is how I am going to compete with them by producing an advert
which is different.

Resources
Price of a Volkswagen from:
http://www.volkswagen.co.uk/new/range

Price of a BMW:
http://content.bmw.co.uk/bmwuk/pricesandspecifications/0,,1156___bs-Mw%3D%3D@bb-
RjMx@ddi-10059@gp-Q78882@ddc-1@ogs-1@dht-
aHR0cDovL3d3dy5vY2VhbmJtdy5jb20%3D,00.html
Target Audience research from here:
http://uk.ask.com/question/who-is-bmw-targeting
I will need:
BMW
Tripod
Camera


Personal Requirements
I will need help setting up the tripod although most of the filming will be done
freehand.


Cast and Crew

Hannah OConnor Camera Man.
Director
Producer
Editor

Steve OConnor:

Driver

Steve OConnor: Payment - 0

Since I am doing everything else and Steve offered to do the driving without
Pay I will only be paying for petrol.
Contact details:
Steve OConnor oconnoros3@hotmail.co.uk
Hannah OConnor HannahOConnor2607@hotmail.com

When needed:
Steve OConnor will be needed on the 11
th
of May 2014 from 2pm to 4pm.

Budget
Since I am driving around my area, the fuel cost is estimated at
0.52p, for lunch and drinks it would cost 15. Over all the cost
would come to 15.52






Copyright music and footage
For some of my footage (e.g: Leopard running) I will be using royalty free, this means that if I
put this on my advert, it is old music that is purposely for anyone to use and so therefore I
will not be done for taking it illegally, the same is said for the footage. Although my music
isnt going to be royalty free, this could mean that I could face issues with copyright,
although when on YouTube I will state that it is for educational purposes only when I upload
it, and also state that no copyright infringement was intended.









Production Schedule
Day/Date Scen
e
Int/Ext
Day/Night
Shot
description/summary
Location Crew
Members
Art
department/Equip
/Special
Requirements
Shoot Day 1 Sunday 11
th
of May 2014
2:00pm-
4:00pm
1 Ext/Day Various close up shots
of the car inside and
outside.
Temple
Way,
Binfield,
England,
United
Kingdom

Hannah
OConnor

Steve
OConnor
Camera, Tripod
Shoot Day 2 Sunday 11th
th
of May 2014
1:00pm -
4:00pm
2 Ext/Night Various different close
ups of headlights
7 Crisp
Gardens,
Binfield,
England,
United
Kingdom

Hannah
OConnor

Steve
OConnor
Camera, Tripod
Day 4 Thursday 15
th
of May 2014
13:00 -
14:00

14:30 -
16:00
Int/Day Start editing
Production
R301 The
Henley
College
Hannah
OConnor
Adobe Premiere
Pro, MacBook
Day 5 Friday 16
th
of May 2014
10:30
11:55
Int/Day Finish Editing R301 The
Henley
College
Hannah
OConnor
Adobe Premiere
Pro, MacBook

My initial ideas








Paints speed drawing
Ideas
Art based advert
Sketchbook speed drawing:

This will consist of a speed
drawing at different angles and
will focus on the drawing and
colours.
Car advert
BMW Advert. Will be based around the main
road. This advert will represent the BMW as
an ultimate driving machine, as the slogan
states. I will be comparing the car to a snow
leopard because the car will be white and it
will almost be like the leopard is the BMW. I
will be doing quick shots which go between
the leopard running (hunting) and also the
car driving with different shots. I will have
drum and bass music to help with cutting on
beat. This is the idea I have chosen to do,
because I think that it will be fun to make and
edit, and if done nicely, would represent the
car nicely and have an professional and iconic
Porsche idea
drawing stop
motion.



















Mood Board

Mock up