Advertising Agency: Bond Mix
Media Type: Radio
Client: RyanAir LTD
Completion Date: /03/13
Media Type: Radio
Project Summary:
RyanAir is one of the
United Kingdom’s largest low cost airline that specialises in short haul
flights. RyanAir has seen in recent years its business rapidly grow. It has
capatalised on the economic decline as it offers affordable travel even in the
current economic climate. RyanAir is looking to reposition itself within the
low cost travel market, from a low cost airline to a low cost high quality
brand that is to be recognized as the clear market leader. RyanAir is looking
to incorporate a TV/Cinema campaign as part of its overall advertising campaign
that will accompany the repositioning of the brand. The Agency must produce at
least 2 different story board ideas for the TV/Cinema campaign. The aim of the
campaign is to incorporate and inform existing and potentials clientele of the
brand reposition.
Target Audience:
RyanAirs current target
market presides within the ABC1 demographic. This demographic has more of a
disposable income and can afford to travel short haul. Because RyanAir
concentrates most of its business activities within Europe a lot of customers
are professionals travelling for the purpose of business. Due to RyanAirs low
cost strategy it does appeal to the lower end of the demographic, low income
households etc., as well as people traveling on a budget for example back
packers. RyanAir mostly appeal to the age Range of 18-44. This is a very broad
selection of people which is great in terms of expansion and ability to create
the largest Reach. The Customers are very much price orientated. The customers
are generally from the ABC1 demographics. The consumers can further be
identified through their individual habits from this demographic; 19% business,
41% Leaisure and 38% personal usage.
Single-Minded Message
Low Cost High Quality
This
singled minded message it to be used as a continual theme that the adverts
portray. Ryan Air is famous for providing cheap flights to hundreds of
destinations. As this is a USP of RyanAir we do not want to change this,
however when people think 'cheap' they think low quality, the adverts are to
reiterate the fact that RyanAir provides low cost flights but at the same if
not better quality than that of other airlines.
Communication Strategy:
The TV/Cinema adverts will
be a way for the Brand to communicate its repositioning and shake off the bad
stigma attached to providing a low cost service. The Storyboards ideas must
portray a story that communicates with the new and existing customers of Ryan
Airs intentions to offer low cost travel, the same as before but at a higher
quality.
Competitive Positioning:
RyanAir operates in a very
tight market, with lots of different competitors offering low cost air travel.
Although the market they operate in is very condense they are continuing to
expand as a company. Other competitors are offering similar prices but do not target
individuals within the market. Other competitors are just focusing on price
rather than a pleasant travel experience. RyanAir have come under criticism for
their role in cutting costs and need to combat the bad press they receive. All
though they should not take away from their low cost strategy they need to
focus on advertising their good parts.
Business Travel – Storyboard
A business
man, at work on a busy morning is enrolled in a dispute where the client must
be met. He needs to reach the client quick and cheap. He uses Ryanair. The
story for the storyboard is quick and snappy. It uses moving images with a
voice over describing how quick and easy it is to get to a destination quick.
You book, check in, fly and meet.
A business
meeting, it’s a warm summers day outside all is peaceful yet inside chaos ensues.
Ferociously debating a decision is made that a particular Employee must travel to
meet a client (the Camera angle is high over the table concntrating capturing the entire contents of the table, high enough to capture the view out of the window. the meeting room high up in an inner city office block.) He leaves the meeting ( the camera panning round to capture the departure of the employee) (A light sound of a bustling office, gentle talking and rustling in the background) .
He has to
get to his destination quick he goes onto the Ryanair website, chooses his
destination and time and leaves the office straight away. He is surprised with
the low cost and how easy it was. (The screen is like looking at a computer screen, an inflatted arrow shows his movments on the creen, expressing how easy it is to book a flight) (Still a light bustle of an office in the background).
In a
bustling airport the businessman avoids the ques and reaches the self- service
check in desks. yet again surprised how quick and easy it was. (the camera at elbow height, concentrating on the employee picking up his tickets, panning down a line of machines all allowing travellers to do the same.) (A much louder noise engulfes the advert, all the noises expected at an airport)
The
businessman within 2 hours of booking his seat on the Ryanair flight he is in the
air on his way to the client. (the shot captures the essesne and peace of flying, blue skies, a few clouds, and the ocean below. The airplane the main focus of the shot, showing how peacefully it glides through the air.)
Within 5
hours of booking his seat on the Ryanair flight he is with the client
face-to-face. Ryanair will be recognised for creating links between country and
business. (The camera angle is low to the ground looking up at the two employees, meeting for the first time. it captures this moment with the office block in the background) (a light traffic noise in the back ground, indicating they are outside the office).
The final
screen image, the Ryanair logo, bright yellow on a blue background emphasising
the connection between colours and brand.
Travelling – storyboard
This
storyboard concentrates on the story of a young student starting his travelling
journey with Ryan Air. It is a step by step account of the students first steps
in the once in a life time journey from leaving friends and family, to boarding
a Ryanair flight to arriving and creating hundreds of memories that will stay
with the student for the rest of his life.
This is the
start of the journey, the student is outside of the airport saying his last
good byes to family, friends, partner. The mood is tranquil, with a light noise
of bustling fellow travellers entering the airport. (the Camera shot, focusing on the couple saying there romantic goodbyes, in the background indications that they are at an airport)
The student
is waiting in the que to check in for his flight with Ryan Air. The Ryanair
advertising is clear and predominant. The nervous student is looking at the
Ryanair advertising realising his lifelong dream is about to begin with
Ryanair. The hustle and bustle of airport life is going on around him but he is
transfixed with the prospect of what awaits him after his Ryanair flight. ( The camera shot shows a small que, with Ryan Air a prodominant feature at the top of the screen)
This is it,
the student is just foot steps away from his dream. As he approaches the plane
the Ryanair logo sparkles in the summer sun. Realising his dream is now a
reality the student eagerly walks towards the plane. The plane, his transport
to the life only seen in his dreams. The sun beating down the excitement
builds. (this shot focuses on the airplane, how big and luxerious it is, the people que patiently to get on the plane. the student nurvous and excited appears at the lower centre of the screen) (The noise of planes accelatrating and braking surround this shot, with a strong breeze, refreshing not cold).
A short
view of the plane transporting the student to his dreams. The sun beating down
on the aircraft carving through the sky like a knife on butter.
HE’S
ARRIVED!!!!!! The plane has arrived at its destination, the student the first
to exit the plane. Basking in the summer sun of the luxurious country he has
been transported to. The Ryanair plane the epicentre of the young blokes
dreams, glistening in picture. (This shot focuses on the airplane, it pulled up and is unloading, the student appears at the door, he walks down the stairs, the camera follows himas he takes his first step to a new life) (the noise is tranquil, peaceful only a hint of planes in the background)
The story
has just begun for this student, this image is a collage of all pictures taken
during his dream travelling trip. These photos portray his experience in all
and every country. (the camera shot shows all different poloroid pictures being thrown into a pile one at a time, showing the young traveller on his trip) (A themed song such as "Lets Party" Rita ora, plays)
The final
screen image, the Ryanair logo, bright yellow on a blue background emphasising
the connection between colours and brand.
