ad concepts plans

Form Style & Content:

Poster, in a classic retro style with faded colours and the font of yesteryear. An adorning beer bottle and burrito pull in the viewer with an illustrated representation of what's on offer.

Position in Marketplace: 

Boutique fast food, it is in competition with other local places that sell food. Ie. Boots, McDonald's, WagaMama's and Marks and Spencers.

Specific target audience: 

Students and Locals to the centre of Cambridge.

Timescale & Budget: 

1 Month / Medium Budget - £450.  This includes the hire of a photographer for the first week, producing photos of food and models and editing of the raw files. The second week constitutes Editing and graphical work while the third and fourth are comprised of client feedback and finalising prints.

Form Style & Content:

Poster, in a colourful and contemporary style that entices the viewer with bright colours. It has a native Aztec to reinforce the rustic and authentic ideal that Nanna Mexico presents.

Position in Marketplace: 

This poster put's the restaurant a step above fast food but not quite into the realms of expensive dining

Specific target audience:

Students and Adults with trendy aspirations

Timescale & Budget:

1 Month / Medium Budget - £450.  This includes the hire of a photographer for the first week, producing photos of food and models and editing of the raw files. The second week constitutes Editing and graphical work while the third and fourth are comprised of client feedback and finalising prints.

Form Style & Content: 

Poster, in an ultra modern and minimal style. It is likely to appeal to students as it resinates with their trendy and cool ideals. It includes one image of an illustrated burrito, though it remains mysterious behind a curtain of beige.

Position in Marketplace: Classier ad places Nanna's in the boutique side of dining

Specific target audience: Students and Adults

Timescale & Budget: 

1 Month / Medium Budget - £450.  This includes the hire of a photographer for the first week, producing photos of food and models and editing of the raw files. The second week constitutes Editing and graphical work while the third and fourth are comprised of client feedback and finalising prints.

Relevant Risk Assessment and Recce for all ad concepts

recce report

rough sketces for advert

unit 1 - lynx peace advert frequency

-over 10 cities in the UK had giant lynx peace campaign signs across the country.

- over 9million dollars was spend on the marketing of the new campaign.

- it had appearances on the super bowl adverts.

- newspapers, magazines and social sites had print adverts featured .

- youtube clips played out for several months during release.

with all of this i believe the frequency to the which the audience saw this was high, with a budget of 9 million dollars.

audio visual analysis, for lynx peace campaign.

the helicopter is an iconic element to war and the print advertisement and relates to the print straight away with the landscape and military grade assets.

here we have a american solider looking nervous for war and the conflict instantly relates us to fact of this solider is unsure of the war wants to make 'love not war' putting the audience in the characters shoes.  

the simplistic shoot here shows the stand up defiance of love against war, and relates to the audience again, 

the direct images of the peace/love being shown with the american solider showing his compassion of love and dropping this weapon of death, this sequence is literally what the slogan is "make love not war" in visual and audio form without having to say out the words.

this image reinforces my point from above with the couple together in a long shot with other natives in shot, this shot looks like the print ad presents it highly.

the only thing i would find that rather different is the style of the advert, the print advert is a lot more colourful and fun loving and direct with love making and having fun, in which the visual and audio advert in the campaign is more darker with low key lighting and more serious themes at the start, then has us to be lead into the happy side of the love making and stopping the war and is trying to make a point with this effect and works rather well.  

week 4: the final proof and A1 line up

Week 3: feedback and developed production plan

Advertising plan and schedules from Chris Yarwood

week 3: the presentation

Nanna mexico meet up from Chris Yarwood

we talked about the 3 concepts and ideas for around 20 minutes, 5 minutes for each concept and then 5 minutes at the  end about which one to follow up on and keep as the main goal.

luis gave notes of general positive feedback finding the colours to be spot on with his branding, the 'EAT BIG!' slogan was taken very well and luis was really behind the idea.
the simplistic look of all the concepts were well received.
lastly the 80's concept was a big hit with the nationalist artist work style.

clean up the font, make the colours match better to company scheme, remove the ugly burrito and swap the images of mascot with something more traditional.

week 2: concept and pre production

Nanna mexico meet up from Chris Yarwood

unit 1 power point production process for the peace campaign

- initial brief to lynx marketing company
- pitch to the lynx marketing company
- development of adcepts and branching idea
- finalising final advert idea
- getting contact for making the action plastic models
- photographer for shoot
- art director to create landscapes for models
- photo editor to get the assets into place and lite correctly and then adding post visual effects. e.g smoke, fire etc.
- typographer to come in and place the logos and brand name
- print based specialised to come in and get numbers and details for the print.
- creative director gives the final go ahead
- last touches then print off
- sent to client for print.

final proof,

mind map ideas with messages of campaign

nanna mexico meeting presentation

Nanna mexico meeting slide from Chris Yarwood

p2 for unit 13 and 15 and m2 for unit 15

meeting number 1: http://charliesadvertising.blogspot.co.uk/2015/01/nanna-mexico-meeting.html

initial concepts: http://nannamexicoresearch.blogspot.co.uk/2015/01/nanna-mexico-creative-initial-concept.html

target audience: http://nannamexicoresearch.blogspot.co.uk/2015/01/nanna-mexico-target-audience.html

market position: http://nannamexicoresearch.blogspot.co.uk/2015/01/market-position-of-nanna-mexico.html

product offers: http://nannamexicoresearch.blogspot.co.uk/2015/01/nanna-mexico-product-offers.html

current image and brand: http://nannamexicoresearch.blogspot.co.uk/2015/01/current-image-branding-and-advertising.html

nanna mexico profile: http://nannamexicoresearch.blogspot.co.uk/2015/01/nanna-mexico-profile.html


websites and contacts: http://nannamexicoresearch.blogspot.co.uk/2015/01/social-media-and-websites.html

online presences of nanna mexico:  http://nannamexicoresearch.blogspot.co.uk/2015/01/nanna-mexico-online-presense.html

advertising plan: http://nannamexicoresearch.blogspot.co.uk/2015/02/advertising-plan-for-nana-mexico.html

budgeting:http://charliesadvertising.blogspot.co.uk/2015/01/budget-scenarios.html

production timescale: http://charliesadvertising.blogspot.co.uk/2015/01/budget-for-final-ideas-being-presented.html

relavant blogs

unit 1 research - http://advertblogchrisfuntimes.blogspot.co.uk/

charlie scott's advertising blog with unit 13 and 15 info - http://charliesadvertising.blogspot.co.uk/

week 2 : research and development

a) a proposal identifying

the product being advertised: the product being sold is the company it's self in this campaign and everything that would involve with the mexican restaurant.
including the key product of simple fresh burritos for the city centre goer.

the aims and objectives the aims and objectives are too build a bigger audience and specifically with shoppers and tourists in the centre of town. and to let people know it has fresh ingredients and its products are only fresh.

Target audience: this advert campaign would look to aim at an audience of students and city shoppers, due to the time period exam periods students will need to eat and have the time to eat quality simple food, and the shoppers in the city centre will do the same.

the campaign message the campaign message is for people to come to nana mexico to enjoy their food, and stop buy for a bite with the new image and look at the two restaurants. 

  

b) campaign schedule containing:  

launch dates: between 16th of may and the 5th of june.

consideration of seasonal and calendar events launch time during summer time, possibly in exam periods when their warm audience has free time and in study leave time when students need to grap stuff to eat, so we are looking at a launch date between may, june time.  

media channels having social sites  posting new campaign features during that period and having fliers/newspaper ads in place during that time, also placing billboards in train stations and the hills road bridge also fliers and billboards near the universities. 

Integrated campaign media plan and ideas: The campaign if went down a route of being a cross media format on radio and youtube adverts or TV could be done easily with the campaign's messages and objectives, with radio pieces with the relavant correlation to the print based ads, as students will be listening to radio and music during exam periods and using local radio stations will go well to bring in people whom work or live in Cambridge to come and eat there. so that is an audio based advert to connection with a bigger audience.
an audio-visual media platform would be to have thirty second clips on youtube as adverts that are shown on devices in the cambridge area, the youtube would find there ways to audience of the student life style easily down to their use of the internet and time seeing adverts at the beging of youtube clips if applied with nanna mexico adverts it would be simple and effect.

c) Relavant legal and ethical issues

asa guidelines: http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.VVC5ePagnZU

the asa guidelines doesn't heavily effect our print based advert because we are not advertising health claims or food health claims.
however misleading advertising or offensive claims may occur, but we have resolutions for those.

we will make sure its not misleading by talking to the client and to make sure we use the appropriate  key words to the product offered.

ethical issues may be things like race issues with the mexicans and using images or known stereotypes of the race and cultural that is has, so that might be an issue to look out for and not fall into.
legal issues may be using images that belong to other people and are not usable and could be considered copy right like images of aztec artefacts and art symbols. 

adecpt two.

adcept one.

Adcept Number One.

Nanna Mexico creative initial concept

Nanna mexico target audience

Nanna Mexico's Audience would seem to be in my option for consumers of the age between 16 and 25.
through the evidence that nanna mexico is reasonably cheap with in the amount of food that comes with the price. portions are large and more that fill you up, and when you are student that is mostly what you are looking for.
also nanna mexico seems it has a strong online presence which of course relates with a younger audience whom would use social sites regularly and connect with nanna mexico there, paired with this Nanna Mexico has used social media to there advantage by giving offers to those follow them on twitter and giving them back food offers on twitter tuesday.

another reason to why the target audience is students is because there are offers of student mondays to get food at a better deal, at £5 to get a main food item and chips and a drink so it appeals to people with lacking cash income. 

Lastly the locations of the restaurants and the Nanna Mexico van that goes from place to place in the region, the two restaurants are placed in the centre of cambridge for students to easily access through public transport, and also the Nanna mexico van goes to lots of locations to those whom cant easily get around e.g students with a lack of independent transport. 

market position of nanna mexico.

  nanna mexico's market position.

other mexican restaurants in the area are Chiquitos which is a bigger branch restaurant across the region and is a more of a going out vibe to the restaurant and would appeal to people of the age between 18-35. in cambridge there is only one store in the liesure park which is where a lot of people would go to eat.

The other mexican cuisine restaurant in cambridge is Las Iguanas which is the most upstanding restaurant in cambridge and would be considered the place to go to with the family for special occasions. i would say it appeals to the people of the age between 24 - 50.

nanna mexico product offers.

nanna mexico menu is in a theme of authentic Mexican cuisine that would of been eaten by the city street workers of mexico, the menu has tacos, nachos, enchiladas  and their famous big ass burritos and many more.

they have a large choice of menu options like the items themselves  above and the meat or main fillings that you choose to be inside and then the side filings too for example a big ass burrito with steak and salsa or a mexico city taco with chicken and sour cream.

so the product sold is very wide in terms of choice whilst all staying in same price range more or less.

also it has a strong image of fresh traditional ingredients used  in the products sold.

(more on this post)

Current image, branding and advertising.

Current image.

Branding.

student mondays, 

twitter tuesday offers

every evening after 17:00

nanna mexico looks like its aiming at a younger audience of about the age range og 16 year olds - 30 year olds.

mostly people with lack of money and or transport to the nanna mexico van that goes from place to place, to get out to people so we believe that its aimed at students in college or university whom want good quality food in large quantity for their money in a causal way either for taking away or eating in.  they are also using social sites to their advantage by having twitter as a platform to get offers and get more well known through that and reach out to people.

nanna mexico online presense

facebook:
824 likes on facebook with 994 visits to the website, on facebook its good a 4.5 rating from the costumers on the social site.
twitter:
over 1.9k followers on twitter.
their online presense is rather good on social sites with photos of customers and creating events and replying to customers and getting involved with the people.  

nanna mexico profile.

Nanna Mexico history:

nanna mexico's story starts in 1958 with the owner's (luis) grandmother also known as his nanna from mexico, margarita lived in tough times with seven mouths to feed, however had the passion for food and the care for her community, she brought out tables to have a feast with the locals to eat fine mexican cuisine.

by margarita's way of live and dedication to food, luis was inspired to show the world the mexican street food cuisine.

and so came nanna mexico, it was born in the spirit of luis' nanna and the hardship of the mexican streets and the amazing ingredients and flavours. 

it took 9 years for luis' dream to come true to show others the flavours and texture of the mexican cuisine but now there are two stores in the cambridgeshire area.
Nanna mexico was founded in 2005 in a van going around the region from mondays to fridays and in may 2014 the second restaurant opened at 29 petty cury. along with its's regent street branch.

social media and websites.

Facebook:

https://www.facebook.com/nannamexico?fref=ts&rf=166490803420097
twitter:

https://twitter.com/nannamexico

phone numbers:
Regent street: 01223 36349
Petty cury: 01223 665589
Mobile: 07436074675

nanna mexico website;
http://www.nannamexico.com

Email:
luis@nannamexico.com