A Proposal for an Advert Campaign

Sennheiser Sonix

Tom Sparks

Supernova Productions UK
15/02/21

PROPOSAL

Short summary of idea

We plan to sell the Sennheiser Sonix as a product that is aimed towards a larger general
audience. This is because the Sennheiser brand has always been a brand that is marketed
towards people who work in professional audio fields so we wanted to advertise a product
that was aimed at appealing to a larger audience who may simply be music lovers in need of
a good pair of headphones while also making the brands name more familiar to the public.

Tag line

Our tagline is short and simple 'Sound waves, your way'. We chose this to highlight the main
point of this campaign to make Sennheiser headphones available to everyone, we want
these headphones to be fully customisable so people can express their personalities in a fun
and interesting way. We chose to use the wording ‘sound waves’ to keep the professionality
of the brand consistent.

SM handles/Hashtags and call to action

@sennheiser_sonix

Our hashtag is #soundwavesmyway, we chose this as we wanted to have something very

similar to our tagline and we felt that this was perfect as it was the first-person version of
our tagline which meant that it could be used in a personal way by our customers on social
media. This leads into our call to action which asked our following to get involved and show
themselves expressing their style under the hashtag #soundwavesmyway. This meant our
audience could create a personal connection with the brand and at the same time provide
more reach for the product as it gets the hashtag spread around the site.

Which advertising structure are you going to use?

Our TV advert will be a demonstration of the product on different people, showing them
doing everyday activities and having fun listening to music with their headphones. Also
showing distinctive features of the headphones throughout the advert.

Which Style do you plan to use?

Our TV advert will focus around making the product desirable to our audience through the
positivity and joy that we will be associating the headphones with, along with the
desirability of being able to be escape and relax through the headphones.

Which technique of persuasion will you use?

Our TV advert will use escapism. No matter who they are or what music they listen, people
will be transported into their own unique world of fun and enjoyment once they put on
their headphones.

Who is your target audience?

We want people who buy this product to be passionate about music, we want them to be
able to express their individual styles while also having great audio quality. This is why the
campaign focuses so much on music rather than the technological side of the headphones
because we want people to get excited about music. Our main target audience would be for
15–40-year-olds, with a medium level income (so they can afford the headphones).

Cap codes you have to be aware of

Most likely, the only CAP code we should take into consideration when making our advert is
‘Misleading advertising.’ We must avoid making any mistakes in the pricing of the product
on the advert and not compare the headphones to any of other brand that may be
producing headphones too.

Platform/channel the video will be shown on

The platform our TV advert will be shown on is MTV. This is because MTV is a music channel
which is a big part of how we are advertising headphones and focussing on the idea that this
is for the everyday music lover, who would most likely be the type of person to watch music
channels like MTV.

Radio station the radio advert will be shown on

Our radio advert will be shown on capital FM this is because they have a large number of
weekly listeners (7.4 mil) with 57% percent of their audience being 15–35-year-olds, a large
part of our target audience.

Advertising Costs

Radio advert - £74,000 (5 weeks)

TV advert - £1,904,787 (5 weeks)

Poster advert - £4,800 (5 weeks)

Social media - £1,260 (5 weeks)

Total - £1,984,847

Who is working on the film? (include job roles)

Chloe – Producer/Editor

Tom – Camera operator/Director

Joe – Voice over

Resources needed (equipment, cast, props)

Camera – For camera equipment all we need is a device that can shoot video footage. Tom
and Chloe both have a phone that can shoot video footage. Tom also has a DSLR that can
shoot video footage.

Audio – For audio equipment all our group members had a phone that was able to record
good quality audio that we could easily use for voice overs.

Cast – For our cast we needed two actors, one who was doing work and going for a walk by
the beach and one who was dancing in the kitchen while baking. Tom was able to do the
role that involved being by the beach as he was at a location where he could easily access
the beach in walking distance so Chloe took the role of dancer.

Props – For our advert there was one crucial prop we needed – headphones. We had to
improvise with this as the real product that the Sonix’s was based off was owned by Levi
who was not able to give it to us to borrow due to lockdown. This meant that we had to use
our own headphones, even if they did not necessarily look like the ones we showed on our
posters and other pictures.