Rationale (research and ideas) for the journey campaign.

1. Journey Campaign Rationale
Tilly Brown

2. I researched more into Canon and their company, what they do
and sell. The purpose of Canon’s Journey campaign is to
encourage others to take part in taking photography and show
how creative photography can be.
My target audience is of the age range of 15 to 25 from my
community. These people can be of any gender, nationality or
religion, etc as long as they are preferably within the target age
bracket and have an interest in photography. This interest in
photography could be just as a hobby or in hopes of a future
profession.
I have researched into my target audience by creating a mind
map and researching about the different types of journeys that
people of this target audience must take in their life.
Examples of the journeys that people of this age range have to
take in their life include hobbies, education (school, college,
university), work, learning to drive, holidays, learning new things,
etc.
Research

3. Target Audience
I also sent out a survey to people in the age
bracket of my target audience to find out more
about my target audience, what interests them
and if they are interested in photography.
The purpose of this was to find inspiration of
what to include in my print and TV advert.
This survey showed that our target audience is
in the age range of 15-25, the majority being
within the age of 16-20. Also, the majority are
female.
Over 80% of the participants who answered
the survey have heard of the brand Canon
before, and therefore probably know a little
about the brand, however not a lot.
When asked if they enjoy taking photography,
63% said they enjoy taking photography, 27%
said that they’ve never tried and 9% don’t.

4. When asked, “What do you enjoy doing in your spare time?” the
participants could answer more than once, as they can have more
than one interest so I wanted to know about them all. The most
popular answer was listening to music with 10 votes (out of the 11
who participated in the survey), 5 voted watching TV/Films, 3 said
taking photography, 3 said reading and 2 said playing an instrument.
This shows that my target audience has a heavy interest in music and
all of the options were quite art related and creative.
Participants were then asked, “If you do enjoy taking photography,
what do you take photos of?” this question was optional meaning
that they didn’t have to answer (as I knew not all of them would have
taken photography or had an interest in it).
The results (even though they varied from person to person) showed
that the participants would mainly take photos of animals (dogs in
particular) and landscapes/nature.
Target
Audience

5. Advertisement Research
For my research I looked at four different print
advertisements, all were advertising different
products. I analysed the codes and conventions
of these adverts and what I needed to use in my
own advert.
I analysed a movie poster and two drinks
posters (Oasis and Coca Cola) and a Canon
advertisement. All had colour schemes relating
to the colour brand and/or products. For
example, the movie poster had a dramatic black
and red colour scheme, red relating to the
marvel brand and logo and the dramatic colour
palette matching the action genre of the film to
hint of what’s do come. Red could also
symbolise danger and blood.
All the posters includes the brand logo, a colour
scheme, name of product or title,
images/graphics and usually a slogan or quote.

6. Why a Print
Advert?
Canon is known for it’s good reputation of making high quality
cameras, lenses and other accessories. To promote Canon and
photography as a whole to our target audience of young people
aged 15-25 print adverts can help to show our audience how
creative and artistic you can be with just a camera as well as
inspire them to potentially buy a product, start taking
photography as a hobby or as an aspiration as a career.
Print advertisements can showcase these images while
including the necessary information like the codes and
conventions of a poster, meaning the Canon logo, possible the
website and the title of the campaign “Journeys”.

7. Why a TV
Advert?
A TV advert will contain similar codes and conventions as a print
advert, however is more entertaining. This TV advert will fully
show the journey, whereas the print advert will only show
certain snippets of the journey.
Also, this will contain sound, which is perfect for my idea of a
musical journey as it can show a song and therefore match my
theme.

8. Campaign Ideas
From the research of my target audience, it is shown that
people of this age range of 15-25 have a large interest in
music, whether this is listening to music, seeing it live or
creating music themselves. Because of this, I plan to make a
series of print adverts showing a musical journey.
Print Advert:
For my print advert, I have two ideas that I could possible combine. The
first one is to photograph people playing instruments (and the journey of
them learning the instrument) and the second is to show the journey of
going to a concert.
TV Advert:
For my TV advert I plan to record a casual rehearsal session, showing what a
band is really like and how fun it is to make music.

9. Ideas:
Pinterest
Board
For inspiration for my print adverts, I used Pinterest to find music related
images to inspire me of what mages I can take as part of the musical journey
theme. I plan for my advert to include bright colours in my work while
including some negative space (meaning that not all of my advert will be
bright and full of colour and will include dark shadows). For the Canon logo a
sans serif font is used and a serif font will be used for the quote.

10. Why my
campaign?
To appeal to my target audience, my print adverts must interest
them, meaning that they need to be eye catching (possible
colourful) and appeal to their interests, which will enforce them to
pay attention and read and enjoy the adverts.
USP is defined as “a feature or characteristic of a product or
service that distinguishes it from others of a similar nature and
makes it more appealing”.
As well as appealing to their interests, this campaign’s purpose is
to get our target audience more interested in photography and
encourage them to pursue photography as a hobby or future
career.