T5 - Pitch

T1 - Market and Target Audience Research

Market Research


The style used for this advert is 'Stand Alone', which seems ideal for this product as it doesn't always work out for the advertiser to make gaming commercials a series. This is because they make the game sound and look so amazing, only for it to fall over by post-production hype. This live action commercial inspires the viewers imagination about what is actually achievable in-game.



The style used in this advert is animation which is probably the easiest, quickest, most profitable way to do this. The form used is a dramatic backdrop, showing a battle during the War of Independence, this is an interesting time period for the game to be set, with invention and great intuitive minds at the height of its 'power'.
The style used for this advert is drama, and its effective use of the darkness shows the known basics of the Batman series, the dark persona Bruce takes on to create 'The Dark Knight', and how the separation of these two worlds is destroyed at the end of the advert, without revealing too much of the story at the same time.



An advert for Minecraft uses animation to advertise its features, however it would be difficult to develop a  live-action version, following the nature of the game and its cube-like form. The advert clearly aids sells as the game has sold over 8 million copies worldwide and rising.


This advertisement for Resident Evil 6 effectively uses the dramatic style of advert and a bit of shocking and scary, with all the zombies and the 'jumpiness' they exert within the game which is captured within this, rather long, 3 minute advert.

None of these adverts use the format we have chosen, a news report. 

Target Audience Research

1/What games would you like to see within a game-box?
-Call of Duty
3
-Resident Evil
11
-Skyrim
12
-Minecraft
9
-Batman: Arkham City
14
-Assassins Creed 3
17
-Other (please specify)
Tetris - 1
Halo - 2

2/Should we aim advertising at a particular gender?
-Male
12
-Female
11
-Both
24

3/How many Games would you like to have inside the package?
- 1-3
16
- 4-6
22
- 7+
5

4/What age restrictions would you recommend, based on the games you have selected?
- 3+
 4
- 7+
9
- 12+
14
- 16+
18
- 18+
11
5/Would you be appreciative of any Pre-order bonus or future DLC?
-No
15
-Yes (specify if possible)
24

With these results, we have come to the conclusion to make the product/advert about 5/6 games: Batman:Arkham City, Resident Evil 6, Minecraft, Skyrim, Assassins Creed 3, with a pre-order bonus of 'Pong!'. We shan't aim advertising at any specific gender, with an age restriction of somewhere in the region of 12-16+.

Focus Group

T2 - Ideas generation

The Idea

We decided to use a news report as the base idea, with the games causing chaos in a city, with characters from the games existing in the real world. Range of games to appeal to most audiences, using only mild references as to not alienate a portion of the market.
We deliberately want to create a parody style advert as humor is one of the most memorable type of advertisements. Parodying a breaking news report means the advert will catch the attention of all the audience members as well as go on to recognize the key game characters.
We have designed a series of three advert that use the same concept of a news report but each using a different character to enable us to advertise all the games in the Purple box. A series is another really useful form of advertisement because it uses repetition to stick in he minds of audiences.
My individual advert in the series is going to advertise Assassins Creed 3. I want the combination of studio footage and location footage to give it a real life feel, I want to include static footage to emphasize the idea of chaos ensuing the city. I am going put the banner at the bottom of the shots to make I seem real but deliberately made them silly so that anybody thinking it is a real news report will realize upon reading the scrolling news stories. 

T3 - Research for Production

For the development of the advert:

•       Locations for filming (and permissions required to film there)

•       Props

•       Equipment (camera and accessories – tripod, monopod – wires, etc)

The camera we chose for the production is the “Sony DCR-TRV480E”, because it expresses ‘digital quality on affordable analogue tapes’. It is also the cheapest camera available for hire for 5 days for; £80 p/week, or £42 p/day, which works out at £220 for 5 days hire, plus a £50 deposit. This camera comes with a manual to aid set-up, a composite lead, a mains lead, a main adaptor, a cleaning cassette, a strap, and a lens cap.

To upload the footage obtained, we will hire a 4-4 pin Firewire cable, for £4 p/week, plus a £4 deposit. The prices for these stay the same.

A tripod to hire for a week is £41 or £10p/day (£50 for 5 days). As well as a £45 deposit. Again this works out cheaper than hiring day by day, and is compatible with the tripod.

The location we’ll be filming is in Central Park or at The Chase Nature Reserve, both of which are public ground. Which allows the freedom to film what we want there, within reason. However, this location is open to change, and could at any point. We hope to do the majority of our filming at central park but at the moment they are doing some work along the majority of it, and have dug it up as a result, so if this location is unavailable we will move across to the The Chase Nature Reserve.

T4 - Identifying Potential Problems

Potential Problems	Effect	Resolution
Copyright music	N/A - no music	N/A
Copyright of ideas	No other official advert has used a News report, to my knowledge	N/A
Risky content	Minimal violence	Have the advent shown at a later time
False advertising	Audience mistake footage for in game footage/cinematic.	Tried to keep the advert as close to a representation to the games as possible, without using actual game footage, while stating that the advert doesn't use any in-game footage.
Product placement		Each product is  given its own version of the advert