Meaning and Purpose
In this section, I am going to explain my ideas of the music video advert that we are going to film in the following month. The information below is only the first idea that comes out by my head and my teammate Molly. It may have changed through the process when we can think out a better vision, or there may have something that we missed and we want that to have it in the video later.
Title
Simple coffee life
Form
Starbucks Music video Advert
Running time
About 2 minutes
Character list
Marco (the boy), Gladys (the girl), Bosco (Marco's friend), Bill (Marco's boss)
Target audience
First of all, Starbucks was published in the U.S. not U.K., they hold 33% of market share for selling coffee in the U.S. It sells fast foods, coffee, convenience store combined, it is successful in America's busy life. However, it is a company leading around the globe. Starbucks used a very simple strategy and it is also their aim in business. "Connecting links between treating employees with dignity and respect and producing good product and services." As Starbucks and its staff focus and work on their aim, they have a great success with their business currently.
There are 3 types of the age group that they are focusing on. They are including Adults, Young adults, Teens and kids. Starbucks’ primary target market is men and women aged 25 to 40. They are approximate to half (49 percent) of its total business. Because this type of customer have a stable income, and mainly workers who like to have a cup of coffee or fast food for their breakfast or eat when they have a break. Moving on to the young adults, which are aged 18 to 24, they have total 40 percent of Starbucks’ sales. Starbucks positions itself as a place for college students that used for hang out, study, write term papers and meet people as they provide free wifi for students or young age which attract to come and purchase coffees, chat with their friends in the store. At the moment, Starbucks is providing a 'cool' image in teenagers mind, and this age group has about 4.6% of market growth each year which is important to Starbucks. Lastly, teens and kids, the customer's age 13 to 17 account for just 2 percent of Starbucks’ sales, but most items for kids are purchased by the parents. Usually, parents come along with their children and purchase coffee, at the same time, bread, cakes, cookies, streamed milk drinks are available for their children.
This advert video is going to target the age group between 15-30 as this is the group that Starbucks mainly target in the market. This is also a romantic and friendship story, it may have the chance happens in real-life.
Medium
We are planning to put this video on YouTube and Facebook, the Twitter page of Starbucks channel, those social media are the places that the age group used to visit.
Key scenes
There are three stories going to show surrounding the main character Marco's life and all of these stories are going to link with Starbucks and its coffee.
First story:
Marco works hard in a company, and his boss wants his proposal urgent. He has been worked that a few days and handed into his boss. However, his boss gave it back to him with a ferocious attitude and want it to improve. He will be back at the same time tomorrow. Marco then worked overnight and fell asleep on his desk. At this moment, his boss was ready to leave. He looked at the Starbucks coffee on his handheld and put it on his desk to show that someone is always supporting him at the back. It also improved the relationship between them. On the other day, his boss was satisfied with his work this time.
Second story:
Gladys, was the girl always look at Marco at the back in office. One day, she put down a Starbucks coffee on his desk when Marco was not in his room. Marco felt shocked when he back. He put down a note on the coffee cup to Gladys when he ready to leave that day. Next day, Gladys went into his room again and wanted to put down the other cup of coffee as usual. However, she saw the note on the cup that Marco gave her, she felt excited about it.
Third story:
Marco has a friend called Bosco. They used to play basketball since they were in college. One day, Bosco thought back the time that he used to play basketball together when he saw the photo on his phone. He called Marco out to Starbucks. Marco told him that there was someone always support him at the back and he asked her out later. Bosco taught him should voice out his opinion to her when he going to see her later. Marco decided that to put a note on the coffee cup again and he gave her face to face. A happy ending at the end.
Character Breakdown
In this section, I am going to explain my ideas of the music video advert that we are going to film in the following month. The information below is only the first idea that comes out by my head and my teammate Molly. It may have changed through the process when we can think out a better vision, or there may have something that we missed and we want that to have it in the video later.
Title
Simple coffee life
Form
Starbucks Music video Advert
Running time
About 2 minutes
Character list
Marco (the boy), Gladys (the girl), Bosco (Marco's friend), Bill (Marco's boss)
Target audience
First of all, Starbucks was published in the U.S. not U.K., they hold 33% of market share for selling coffee in the U.S. It sells fast foods, coffee, convenience store combined, it is successful in America's busy life. However, it is a company leading around the globe. Starbucks used a very simple strategy and it is also their aim in business. "Connecting links between treating employees with dignity and respect and producing good product and services." As Starbucks and its staff focus and work on their aim, they have a great success with their business currently.
There are 3 types of the age group that they are focusing on. They are including Adults, Young adults, Teens and kids. Starbucks’ primary target market is men and women aged 25 to 40. They are approximate to half (49 percent) of its total business. Because this type of customer have a stable income, and mainly workers who like to have a cup of coffee or fast food for their breakfast or eat when they have a break. Moving on to the young adults, which are aged 18 to 24, they have total 40 percent of Starbucks’ sales. Starbucks positions itself as a place for college students that used for hang out, study, write term papers and meet people as they provide free wifi for students or young age which attract to come and purchase coffees, chat with their friends in the store. At the moment, Starbucks is providing a 'cool' image in teenagers mind, and this age group has about 4.6% of market growth each year which is important to Starbucks. Lastly, teens and kids, the customer's age 13 to 17 account for just 2 percent of Starbucks’ sales, but most items for kids are purchased by the parents. Usually, parents come along with their children and purchase coffee, at the same time, bread, cakes, cookies, streamed milk drinks are available for their children.
This advert video is going to target the age group between 15-30 as this is the group that Starbucks mainly target in the market. This is also a romantic and friendship story, it may have the chance happens in real-life.
Medium
We are planning to put this video on YouTube and Facebook, the Twitter page of Starbucks channel, those social media are the places that the age group used to visit.
Key scenes
There are three stories going to show surrounding the main character Marco's life and all of these stories are going to link with Starbucks and its coffee.
First story:
Marco works hard in a company, and his boss wants his proposal urgent. He has been worked that a few days and handed into his boss. However, his boss gave it back to him with a ferocious attitude and want it to improve. He will be back at the same time tomorrow. Marco then worked overnight and fell asleep on his desk. At this moment, his boss was ready to leave. He looked at the Starbucks coffee on his handheld and put it on his desk to show that someone is always supporting him at the back. It also improved the relationship between them. On the other day, his boss was satisfied with his work this time.
Second story:
Gladys, was the girl always look at Marco at the back in office. One day, she put down a Starbucks coffee on his desk when Marco was not in his room. Marco felt shocked when he back. He put down a note on the coffee cup to Gladys when he ready to leave that day. Next day, Gladys went into his room again and wanted to put down the other cup of coffee as usual. However, she saw the note on the cup that Marco gave her, she felt excited about it.
Third story:
Marco has a friend called Bosco. They used to play basketball since they were in college. One day, Bosco thought back the time that he used to play basketball together when he saw the photo on his phone. He called Marco out to Starbucks. Marco told him that there was someone always support him at the back and he asked her out later. Bosco taught him should voice out his opinion to her when he going to see her later. Marco decided that to put a note on the coffee cup again and he gave her face to face. A happy ending at the end.
Character Breakdown
Marco: The main character in this music video advert.
Bill: the supervisor of Marco. Although He was straight during the day-time, he was the one who supports the boy at the back by giving him a coffee when he saw his effort.
Gladys: A girl who always support him at the boy’s back
Bosco: Friend of Marco. They used to play basketball in college. He also was the one like to listen Marco's grumble.
Stories:
In the advert, we are going to have 3 stories to help us to share this message.
For the first one, we are preparing to film a teenage guy who works in an office. At the morning, his superior give a lot of pressure to him because there is a project approach to the deadline. He worked really hard that day and he fell asleep in the office at the night. By the time that his superior leaves, he sees this sense, and he decides to buy a cup of coffee to support him. When the boy wakes up, he sees there is a cup of coffee on his desk. Although he doesn’t know who put on his desk, however, he knows that there is someone is supporting him at his back, he smiles when he drinks.
For the second one, there is a girl crush on a boy at the office. She always arrives earlier than him and frequently put a cup of coffee on his desk. After a few days, the boy tried to find out who this is. He begins to put a mirror on his desk, and observe the people around him in the office. One day, he finds out who this is and he writes down a message on the cup about a date.
For the third one, there are two main characters here. A boy is calling his friend while he was playing the sport. The aim is to come out to have a drink and chill out. They decided to go Starbucks because they provide foods, drinks, Wi-Fi.
At the end, we are going to show their ending of different stories as the storyboard has shown. For the first one, they have improved their relationship through a cup of coffee. For the second one, understanding each other’s kindly feelings and have a different relationship. For the third one, it represents Starbucks’ services and how people use them in the reality and society.
Equipment:
- Camera 7D DSLR + Battery (This camera has very good ISO performance, very fast autofocus. The quality of the video is very good. But the machine is a little bit heavy. The sensor of this camera is 18 megapixels.)
- 50mm lens(The most similar to human eyes lens, so that whatever I see in my eye, the lens can also record it in camera. We just use this lens to take the close-up scene.)
- Tripod(A tripod only takes seconds to erect and adjust, yet it can support your camera in the perfect position for however long you wish, helping you to take great images.)
- Canon EOS 760D(This camera can provide very good quality to the advertisement and the touch screen feature is easy to use. I can change the settings and set the focus point with my fingertips. The camera can record my advert in highest resolution.)
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