‘Numerous laboratory experiments have found that creative messages get more attention and lead to positive attitudes about the products being marketed.’
Reinartz & Saffert 2013, para.2
Step 1 Bolstering originality and elaboration
Link to my photo story in week 3: https://mint-2-me.com/2020/11/15/brand-storytelling/
Originality: According to Reinartz and Saffert, the originality is showed by the ‘uniqueness of the ideas or features contained in the ad’.
Elaboration: By including unexpected details or extend simple ideas, ads can be more intricate and complicated (Reinartz & Saffert 2013, para. 10).
In week 3, I created a photo story showing an ordinary girl getting power after eating Tim Tam and then fought against the monster to protect her home. By choosing different archetype and story plot, I made the photo story different from a photo story of previous students for the same brand. I have come out some original ideas (e.g. the monster), but I think the story lacks some unexpected details, for example, the appearance of Tim Tam. For improving the story, I decide to produce a new character, which is human-like Tim Tam, performed as the caregiver. This will make the whole story smoother.
Step 2 Target Audience
As Australia’s favorite biscuit, Tim Tam attracts almost all the age groups, mostly the children between 5-12 years old and their parents, also the young people between 20-40. Its price is affordable for all the income levels, and there are no specific careers consuming Tim Tam. Tim Tam can be used as refreshment during study or work, sharing between friends and family, and can also be involved in afternoon tea and party.
Step 3 SMP
Tim Tam is unique due to ‘Tim Tam Slam’, the practice of drinking a hot beverage through a Tim Tam. This makes Tim Tam more interesting and distinct it from other chocolate biscuits.
Step 4 Adding SMP into the story
Scene 6: After seeing the girl’s hopelessness, the kind and funny Tim Tam Man decides to help her.
Scene 7: Tim Tam Man tells the girl relationships between hunger and power, the hungrier she gets, the less power she has.
Ending: After defeating the monster, Tim Tam Man teaches her how to do a Tim Tam Slam, and they have a relaxing time.
Step 5 On a slightly different but still related note…
The multiculturalism is not fully expressed in Australian advertising. In order to compete in international markets, advertisements have to showcase the cultural diversity to deliver uniqueness and distinction.
Seasalt Milkshake 