ebru batik advertising portfolio
TRANSCRIPT
EBRU BATIK:
ADVERTISINGPORTFOLIO
This portfolio contains examplesof the print and digital work I didfor assignments throughout my
degree from 2013-2015.
B Arts in Public Communication(Advertising)
Creative Brief
Advertising Problem
Google holds majority of the search engine market share.
Advertising Objective
Increase Bing’s market share by persuading consumers to switch from Google to Bing.
Target Audience
Users of Google aged 15-55 who use its services to shop or search online. They like the
convenience of being able to shop and search from home, and may have a busy lifestyle.
They use the internet regularly, are familiar with its services, and may access it from more
than one device. This could include business people, stay at home mums, or students.
Position
Bing is the honest search engine.
Key insight
Majority of consumers are unaware that some search engine results are paid ads.
Proposition
Get real search results – without the ads.
Support
Bing’s search engine is free of paid advertisements, giving users access to honest search
results when they shop or search online. Unlike Google, results are not ranked by bid price,
and thus search results are not distorted and consumers are able to access what they are
really looking for.
Execution: personality and tone
Bing is the new, honest search engine that cares about its users. It should have a friendly
image with emphasis on its youth – Bing is young and modern, it’s the latest search engine.
Obvious branding, such as a logo, should be highly visible to increase consumers’
awareness of the brand and make Bing ads easily distinguishable against other
advertisements.
THIS IS A
PAID AD.
Our search results aren’t.
bing.com
When you shop online it is more than likely that the top five results from your search are ads. Didn’t notice? That’s because these ads are designed to look just like real search results but they’re not. These ads are paid for by companies who want their products to be seen the most. The more they pay the higher on the search results they are. Not only is this practice unethical and sneaky, it also limits choice as only ads for products with the highest price are shown. Bing’s search results are completely ad free. Our shopping results are determined by which products are most relevant to your search—not on which advertisers paid the most to have their products listed. Now you can find what you’re really looking for.
100% search results. 0% ads.
Creative Brief
Advertising Problem
eHarmony is seen as a serious dating site used by older people.
Advertising Objective
Reinvigorate eHarmony’s current image so that it appeals to a younger target audience.
Target Audience
Heterosexual males and females aged 25-30. They are singles, not looking for an
immediate serious relationship that could lead to marriage; more interested in the
excitement of going on dates and the process of getting to know someone. Enjoy social
activities like going to the pub for drinks, or attending music events.
Position
eHarmony will find you better matches, for better dates.
Key insight
Unlike other dating sites, eHarmony does not have a search engine for their clients.
Proposition
eHarmony matches are an exclusive list tailor-made for you.
Support
eHarmony’s key point of differentiation to other dating sites is that is does not have a
search engine for its client database. Instead, eHarmony uses its algorithm to find the best
matches for their clients. This means that the client will receive an exclusive list of matches,
tailor-made for them. Not having search engine is a benefit as it saves clients from the
daunting, and often difficult, process of searching through hundreds of profiles. It also
means that clients are automatically matched with other singles that they are likely highly
compatible with.
Execution: personality and tone
In trying to appeal to a younger audience, eHarmony should have a friendly and relatable
personality; it can be used by everyone. eHarmony is your virtual wingman; it’s the best
friend that is looking out for you, and trying to find you the best potential dates. eHarmony
understands the excitement, nervousness, and awkwardness that can come with dating.
With this in mind, the tone of all media advertisements should be witty and fun.
Creative Brief: Legacy
Advertising objective
To increase the number of young people who donate to the charity Legacy.
Target Audience
Young university students aged between 18-25 years old. They live with their parents to
save money, work part time to help cover university costs and save money for travelling
overseas during the holidays. The enjoy going out and socialising: having drinks at the bar,
going to music events, and shopping. Whilst they sympathise with the causes that charities
support, they do not actively seek out charities to donate to unless; 1) the cause the charity
is supporting has directly affected their lives, or 2) it is seen as socially cool or trendy to
donate to that specific charity.
Key Insight
Young people do not actively seek out charities to donate to.
Proposition
Help repair the families broken by war.
Support
By donating to Legacy, consumers are directly helping provide the services needed to help
those families who have been affected by war, whether it is a serviceman who was maimed
or a family who lost a father. These services will help the family overcome the difficult
obstacles they face, so that they may continue on with their lives.
Desired Consumer Response
We want consumers to feel happy because they are contributing positively to the world by
being generous and helping those in need. We want them to connect with Legacy in a way
that makes them realise it is an important and worthwhile cause to help their fellow
Australian families.
Brand Personality
We want Legacy to be seen as the caregiver; it is there for families in their time of need and
stays with them all throughout their lives. Legacy is like a second family.
PROTECT HIS
LEGACY
Your Legacy is what you
leave behind. Sadly, for
many fallen Australian
soldiers like David this
includes his family.
These families are young,
left behind, and struggle to
deal with their devastating
loss. They need support to
get through one of the
most difficult periods of
their lives – the loss of a
loved one.
This can be extremely dif-
ficult on their own. Thank-
fully, Legacy is there to
support them and ensure
that these families are
looked after.
Financial Hardship
Many of these families
experience financial hard-
ship, now relying on a sin-
gle parent to support the
entire family. Legacy pro-
vides assistance by provid-
ing financial aid to help
ease the cost and burden of
raising a family on a single
income.
We also provide families
with domestic assistance,
employment preparation,
transport, home mainte-
nance, and childcare. The
services help make it eas-
ier for families adjust.
Education
Legacy supports the edu-
cation of the young chil-
dren in these families. We
give grants, scholarships,
and mentorships. This en-
sures that the childrens’
education is not hindered.
Give them to opportunity
to reach their career goals.
Tutor programs for both
adults and children
Children’s development
One of the most important
things is that these chil-
dren enjoy their childhood.
Kids should grow up hav-
ing fun. Therefore, Legacy
helps provide a number of
adventure activities such
rock climbing, laser tag,
and canoeing. We yearly
holiday camps to make the
children feel special.
They also meet other kids
who have lost a family
member. Create bonds
with Legacy.
Donate now
Legacy is a charity that
strives to protect fallen
Australian soldiers’ Leg-
acy – their families. In
every way possible, we try
to help heal these families.
These services are given to
these families for a life-
time. Our government
funding is no where near
enough to achieve all this
and we rely heavily on
donations from the public.
Support your Aussie sol-
diers and families – please
donate now.
David met Sarah when he was 20. They fell in love and got
married when he was 21. When he turned 22, Sarah gave
birth to a beautiful baby girl they named Leah. David never
got to 24...
www.legacy.com.au
Creative Brief: Barnardos Australia
Advertising Problem
Barnardos Australia’s domestic violence services are not well known throughout the community in
Auburn.
Advertising Objective
To increase the Auburn community’s awareness about Barnardos Australia’s domestic violence
services so that women who need help know where to seek it.
Target Audience
Women of all ages who are either in a relationship or part of a family where domestic violence is an
issue. It is likely that they come from a cultural background where the man is seen as the head of the
family and therefore they are hesitant to seek help. They do not discuss the issue with family or
friends as it is seen as shameful. Some may want to get help but due to the sensitive nature of the
issue are unsure of where to go as they do not want friends or family to be involved.
Position
Barnardos Australia have all the services needed to support victims of domestic violence.
Key insight
Domestic violence is a sensitive issue so victims do not want to publicly seek help.
Proposition
We are here for you.
Support
Barnardos Australia’s Auburn Centre provides a number of services to victims of domestic violence
to support them and their families, including: temporary and permanent housing, legal advice,
childcare, job search, language classes, therapy etc.
Execution: personality and tone
The advertisements will be displayed on the back of cubicle doors in womens bathrooms. As these
posters will only be seen my women, and in a private place with no onlookers, it is permissible for
the tone to be more confronting to encourage victims to seek the help they need. It is also discrete
way for women to seek help without the knowledge of their abusers.