Zigzag Pitch for ASDA: Ideas for Content to Bring More Customers to the Store

Below you will find three creative briefs for different advertisements designed to bring new business to ASDA through a brand new ASDA-specific shopping app. There is a brief for a television advertisement, a Facebook advertisement and an Instagram carousel advertisement all aimed at students as they were identified as a potential gap in ASDA’s market.

Television Advertisement:

ASDA TV ad brief

Facebook Advertisement:

ASDA Facebook ad brief 

Instagram Advertisement:

ASDA Instagram Brief

Reflective Evaluation of the Zigzag Pitch:

In creating the pitch that my group was to deliver to Zigzag, there were some very clear goals that we were trying to achieve. One of these was to plan three potential pieces of content for one of Zigzag’s clients with creative briefs for each, but more importantly we were aiming to truly understand the company that we chose (ASDA) as well as their customer base and why certain advertisements would be suitable for certain platforms.

Nick Bamford (2012) suggests that ‘the trick is to have a clear plan’ for any kind of production, so research into ASDA was integral to this task. It allowed us to get an insight into their brand image and target audience, which helped us to create ideas for content in line with those things. The concept of a clear target audience was important as it meant that whatever content we planned would be engaged with and actually help the company. On this front, the pitch went well because we identified students as a viable target audience for ASDA due to their brand image of having low prices, and we used this knowledge to very clearly drive our content towards students. However, although the content was relevant in this way, we did have problems with some ideas that we included in the pitch not necessarily being good for bringing in new customers. Therefore, although the creative ideas turned out well and related to ASDA’s brand, more research into how business works would’ve benefitted us.

Another aspect of this task involved deciding what our pieces of content would appear on, be it the internet or television etc. Again, this required research, this time into the effectiveness of different platforms when it comes to advertising. ‘Despite fierce competition from digital advertising, TV advertising is still huge and growing’ (Mela and Yiting, 2018). Therefore, we decided that one of our pieces of content would be a TV advertisement and, as we found that internet adverts are good for reaching our target audience of students, we decided on a Facebook and Instagram advert. As it helped us target our content effectively, the research we carried out was the most important part of the pitch’s process, a concept that will be carried forward onto other projects.

References:
Bamford, N. (2012) Directing Television: A Professional Survival Guide. London, Bloomsbury Publishing Plc. p. 13

Mela, C,F. and Yiting, D. (2018) TV Viewing and Advertising Targeting. Journal of Marketing Research (JMR), 55(1), p. 1

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