Unit 2 Advertising Series Rough Draft

Getting Organized Primary audience: How do Luna Bars connect with them, their needs and opinions, and

personal beliefs?o Luna bars can connect to my audience based on the biggest fact; that they

were created specifically for women. That can be a big draw to women, knowing something was handcrafted with them in mind. In today’s world, no matter how old you are it seems to be very important to get in shape, and stay in shape. Luna has created a delicious nutrition bar (that includes protein, fiber, vitamins, and minerals essential to women’s health) with 13 amazing flavors – now all of these 13 flavors are now gluten free; alongside with 6 flavored protein bars dedicated to give every woman an extra oomph of energy in her busy day. We understand that people are busy with lives of their own and don’t always have the energy to make a meal or stop to pick something up – this is where Luna bars can come in handy. Especially the protein bars, they are quite filling and can help as a meal replacer. On the Luna website, they have a nutrition tab and their own nutritionist as well as sub categories for mothers, general nutrition, healthy snacking and general wellness.

What are the most unique and compelling attributes or concepts relative to the primary audience?

o The most compelling attributes to Luna are the variety of flavors and types of bars that Luna has to offer. The original nutrition bar (13 flavors), the gluten free nutrition bar (13 flavors), and the protein bar (6 flavors). They are sold at most every grocery store so they are easily accessible to every woman – especially younger women, like millennials, who may be in college in a desolate area. They have a strong social media presence on Twitter, Instagram, Facebook as well as a very informative and enjoyable website to look at and read through. On their social media outlets, Luna posts, retweet, and shares a lot of articles about women, women empowerment, strong women leaders, etc., which is something that is really cool and draws a lot a lot of attention.

Concept:My client’s audience aims toward women of all ages, however Luna tends to gravitate more to middle-aged, women and moms in terms of their advertisements. Not always are younger women targeted – this is my concept and goal for this project is to keep Luna’s newest campaign and change the target audience a bit for women of a different age. I think that social media is going to the best and quickest target for my target audience because millennial women are on social media a lot more than those that are a few years older than them. I also wanted to do some sort of print ad into a popular magazine because I feel as though magazines are one of the last forms of original advertisements that women today still read on a daily basis; more so than radio, and newspaper. I also think that as long as it’s short, videos/commercials are something that young women still watch, especially if it’s a commercial or clip on the Internet as opposed to on TV. I want to make sure these are more

accessible to millennial women because I want to show how great and nutritious these Luna Bars are.

Story & Visual Content:What I picked for my media channels:

Social media (Facebook & Instagram) - owned media Magazine Ad – paid media Video promotion on company website – paid/owned media Visual content ideas and options:

http://naturemoms.com/blog/2011/08/25/eco-friendly-hiking-gear-for-women/

www.Lunabar.com

https://en.wikipedia.org/wiki/

LUNA_Bar

www.aphroden.com

www.youqueen.com

www.seankempfitness.com

Social Media Channels – Owned MediaFacebook Ad: 350 characters & reference link

Here is a cool template I found to make a fake Facebook post. However, I could not add an image for the fake Facebook post. Below is the dual image I would have liked to be attached.

Instagram Ad: (140 characters max + photo)

Print Channel: Magazine 1 page spread – Paid Media

INFORMATION & CONTEXT

CLIENT Luna Bar

CAMPAIGN NAME It’s official – we just broke up with gluten!

PRODUCT(S) Nutrition bars

TITLE Take a break with an energizing Luna Bar

MEDIUM Magazine

CREATIVE/COPY

HEAD – Type your headline here Need to take a break?

SUBHEAD – Type your subhead here (if you have one.) Try one of Luna Bar’s 13 nutritious & delicious flavors that will give you a boost ofenergy in your busy day– now all of your favorites are gluten free too!

IMAGES/VISUAL ELEMENTS – Photos, Illustrations, Graphics. Either copy a layout sketch or mockup here or briefly describe the layout of the advertisement.

COPY – Type your main copy here. Now you have something to celebrate. It’s official – we just broke up with gluten!

CALL TO ACTION – If you have one. Visit our website www.lunabars.com to see what else Luna has to offer you

LOGO – Copy-Paste your company or product logo here

SLOGAN – Type the campaign slogan or tagline here. It’s official – we just broke up with gluten!

Video Promotion on Luna Bar’s Website (Online Video) – Paid/Owned Media

INFORMATION & CONTEXT

CLIENT Luna Bar

CAMPAIGN NAME

It’s official – we just broke up with gluten!

PRODUCT(S) Nutrition Bars

TITLE How Luna Bars taught me to break up with gluten

MEDIUM & TOTAL RUN TIME

Online Video on Company Website – 02:45 minutes

CREATIVE/COPY

TIME VIDEO AUDIO

00:00 – 00:10

Describe the visuals in the first scene hereThe first thing we see is a blurry screen or unfocused camera filming an empty room – then the Luna Logo spins onto the screen with the text: “How Luna bars taught me to break up with gluten”. The Logo fades away as does the text and we see the camera candidly filming a young woman walk into the room, shake hands with another woman followed by each of them taking a seat and ready to have a conversation. The camera is then focused on the young woman who is sitting down and the other woman is sitting next to the camera, out of the camera shot, interviewing her.

SOUND: spinning sound effect when Luna logo appearsMUSIC: light happy music with no lyrics begin before Annie starts talking

00:10-00:40

We start with a young woman named Annie, fresh out of college, sitting in a chair in a comfortable looking room with mostly crisp white colors to detract from the room so the viewer focuses on her. She is looking past the camera (at what we think would be an interviewer but we never actually

Annie begins by giggling a little because she is a little nervous on camera, andStarts to tell the viewers about her relationship with Luna bars, and the company.She grew up eating them because her mom loved them so much and she thought that theywere always delicious and filled her up. She then goes to talk about how Luna Bars werealways handy in college and that they are helping to get fit now that she recentlygraduated college and finally has a set schedule with her new job.

see anyone). She is very candid, youthful, happy, and active. Before she starts talking we see the screen blur again and a typed question appears on the screen saying “Where did you first hear about Luna?”. The interviewer asks her but we don’t hear them, we just see the typed question. The screen focuses back and the question disappears and Annie begins to answer.

00:40-01:10

We then see another question pop up over a blurry screen saying “What has made you still buy Luna bars after all these years?”

Annie then talks about how they’ve been a constant thing in her life since her mom alwaysbought them for her as a kid. She talks about how they are great snacks when she wasgrowing up with many great flavors, lemon zest is her favorite.

01:10-01:30

We then see another question pop up over a blurry screen saying “Have you heard about our new campaign?”

Annie says she has. She loves that her favorite flavors are still just as good in taste, and forher body! She then talks about how because Luna has made this change, and their barstaste just as good, she wanted to try to go gluten free with all of the foods she eats.Luna can make their bars good, so she thinks that she could find other gluten free foodsThat taste good too!

01:30-02:00

We then see another question pop up over a blurry screen saying “Wow! What steps have you taken thus far?”

She talks about how she cleaned out her whole pantry and bought a gluten free cook bookTo help her get started. She is excited to begin her new life, free of gluten! She wants toLose some weight, stay active, and be the healthiest she can be.

02:00-02:30

We then see another question pop up over a blurry screen saying “Do you think you will continue with this goal?”

Yes, all thanks to Luna! It’s website is full of all the information I need to keep going andreach my goals!

02:30-02:40

The blurry unfocused screen shows up with the Luna bar logo again with text underneath reading “Can we help you break up with gluten too?”

MUSIC: light, happy music with no lyrics begin again (same music as thebeginning of the video)SOUND: spinning sound effect when Luna logo appears