Malta National Aquarium Ad Copy
Mastering creativity in advertising messages
This project was taken from the initial brief of the client down to the concept stage of the commercial spot, demonstrating an understanding of the consumer’s appeals and the organisation’s objectives.
The initial purpose of this project was to master the theories and techniques in creative advertising messages as a fundamental part of the thesis entitled “There to Inspire: The Implications of Creative Messages in TV advertising”. However, the challenge was to comply with the commercial’s objectives set by the organization.
Commercial’s Objective
The purpose of the commercial was to be part of an IMC campaign under the working title ‘Wonderful World’. Vital was the concept of creating warmth and moving the audience emotionally by inspiring them with the beauty of the underwater world. Hence, developing the desire to visit the aquarium and explore the greatness of the deep blue sea.
Although the audience may have already visited aquaria before, the commercial was required to give the impression that at MNA it is a whole new journey taking you to Malta’s historical sites above and below the waters. However, most importantly, emphases were set around the luxury to enjoy some quality time with friends and families.
Moreover, MNA wanted to introduce the idea that they support research and conservation programs that focus on local endemic endangered marine and fresh water species. Hence the research diver in the opening scene.
Creative Concept
Based on theoretical techniques, the ad copy was approached through an emotional creative style whereby the content was built around the idea of a family bonding together, suggesting that at the Malta National Aquarium (MNA) families benefit from quality time apart from the experience. Hence, honouring the value proposition of the MNA. To augment this concept, the song What a Wonderful World by Louis Armstrong, was blended in together with complimenting text.
The element of research was also hinted in the first shot were the research diver shows around the wonders of the open waters before it takes us into the aquaria of the MNA. Ultimately, the commercial takes the viewers to the website whereby they can find more information.
Pre-testing of the Commercial’s Effectiveness
The ad copy was presented in a ripomatic style, which is both practical and cost-efficient. It consists of footage taken from existing visuals and spliced together to represent the idea. Statistical findings show that the commercial does not only appeal to the viewers but is also appropriate, whereby the message conveyed is understood, and carries a meaningful value to the viewers. More importantly, it also succeeded in providing relevant news and creating a new perception of the brand in the mind of the consumer.
Storyboard
