Audio Visual Promo
Synopsis
Our audio visual promo will be advertising the products, specifically accessories, sold at HMV. The promo will display the merchandise and brands found in HMV in a stylish way similar to a clothing brand advertisement, but with a little more energy and coolness to fit the brand. It will shows merchandise for a variety of media such as music, videogames, TV shows, films and books.
The run time for the promo video will be around 30 seconds, if not a little longer or even up to a minute. We believe we can fit all of the visuals and scenes we want to show within that timeframe and do not wish to drag it on as that would interrupt the fast pace of the advert.
Target Audience
The target audience for our promo are media and music fans between the age of 12-25, with a social grade between E and C1. Advertising to a younger demographic will be great for introducing the HMV brand to a new audience who will follow it for generations. Although the brand is retro, selling vinyl and CDs of older music, older demographics already know about the HMV brand, and with how much it's changes over the past year to keep cool and relevant, don't care for it as much as they used to. It doesn't aim for a specific gender, ethnicity or sexuality as the promo and the HMV brand are inclusive to all. This is even better for making our promo as there's more freedom with who and what we choose to promote.
However, the specific psychometric targeted for our promo will be the explorers as they often seek new content do indulge in and HMV is the best store to buy merchandise for both mainstream and niche media. Mainstream media also appeals to the mainstream audience who could be interested in the HMV brand and promo if the brands they recognized are promoted, such as Disney or Squishmallow (both of wish target a young demographic).
Our target audience are the type of people who constantly engage, consume and have knowledge of media and want to show it by buying the merchandise for that brand. They follow artists and creators on social media websites and engage with their content on stream/VOD services like Netflix and YouTube. There's also some people in our target audience who collect merchandise or items such as figures or badges for different media they like, so marketing to them by showing a wide range of collectable items will be great for appealing to them.
Medium
The video promo will be released on YouTube as its the most popular social media platform for uploading videos. It can be uploaded on the official account of HMV as a promotional video that can be both watched over and over again, and can be played as a YouTube advert. YouTube is also a popular site among our target audience of young people meaning they will see it more than they would on TV. Advertising on YouTube is also much cheaper than doing it on any other medium as all it takes is to upload one video. The formatting of videos uploaded on YouTube can also be used for other websites as pop ups or social media platforms like TikTok (which is even more popular with our demographic) and Twitter (X). This short form sort of content ill be perfect for fitting our 30 second promo in while keeping the short attention span of our modern audience.
Genre
Our advert follows the conventions of a clothing advertisement despite it not including that. It shows the products in a blink-and-you'll-miss-it way using different filmmaking mediums and techniques such as stop-motion, POV shots picture reels and quick video clips/gifs. Like these types of advertisements editing will be crucial for making the advert engaging and fast pace, as well as creating psychedelic imagery and vivid filters and colours.
The mise-en-scene comprised in our promo will convey the energetic aura the brand by using a variety of visual techniques. The lighting will be bright and constantly changing in colour, models will be positioned in a variety of ways and although actors will not be necessarily used in the advert with no dialogue, they will be posed in way that both shows the product and gives off a cool, hip aesthetic.
The main aspect that will be used which is part of mise-en-scene are props, the full focus of our promo. The props will be the many accessories, merchandise and plushies that the store has and will be shown in many styles, such as stop-motion, graphic motion and strong but quick cinematography.
This genre will appeal to our target audience greatly as it will be extremely stylistic and fast-pace, but can also appeal to people outside of our demographic, by showing old, retro items they might be familiar with, such as vinyls or CDs.
Mind Map
Rough Story Board
Mood Board
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