The document discusses how different films like The Duff and 10 Things I Hate About You effectively used synergy between their main products and ancillary tasks to establish their brands. It analyzes how these films consistently used elements like color palette, font/house style, and main character images across their campaigns. The document then explains how the author's film Casey's Locket also effectively used synergy by maintaining these same elements of color, font, and characters across its promotional campaign and products to create a memorable brand.

1. HOW EFFECTIVE IS THE COMBINATION
OF YOUR MAIN PRODUCT AND YOUR
ANCILLARY TASKS?
Evaluation Question 2

2. INTRODUCTION
In this presentation I am to explore existing
products and how they use synergy in order to
establish their brand. I will then compare this to how
we have done the same and look at how we linked
our media products in order to for a marketing
campaign.

3. THE DUFF
The Duff, released in 2015 is a romantic
comedy film in which they used synergy to
gain promotion for the film, they used star
power to create something people wouldn’t
forget.
The use of colour and house style made the
brand distinctive and the fact it is repeated
throughout the campaign makes it
memorable and effective.

4. 10 THINGS I HATE ABOUT YOU
The 1999 classic rom-com hit 10 Things I Hate
About You had a campaign that was majorly
helped through the star power of Ledger and
Stiles, also the consistency of the house style
with the distinctive colours and images used
made the films campaign even easier for
people to relate to.

5. CASEY’S LOCKET
For our promotional campaign for Casey’s
Locket we used synergy to link together our
main product and ancillary tasks. After doing
this it helped us to create our brand, we
ensured this by the use of our consistent
colour palette and use of images.

6. USE OF COLOUR
The Duff has very distinctive and obvious colour choices that
make it clear to the audience what film it is. The use of yellow
and red connote happiness and love relating to the themes of
the film.
The colour palette is one of the most important
things throughout the campaign because it tells
us the genre of the film without having any other
information.

7. USE OF COLOUR
10 Things I Hate About You uses a typical colour scheme of
pink, this is used constantly throughout the genre to
represent the femininity within the genre. The rest of the text
is black with opposes the bright pink colour creating a
balance between the two.
The colours used are maintained across all of the platforms as
well as in the posters, however we then see a green colour
added in, connoting nature and positivity.

8. USE OF COLOUR
Our colour palette is clear and distinctive, we wanted to use white and pink as
they are pure feminine colours that link to the genre of our film. We also tied
this in with the iconography used in the trailer such as the shots of the school
and the couple sitting outside in the sun. Our colour scheme was inspired by 10
Things I Hate About You.

9. USE OF COLOUR
I feel the colour palette we chose to use in our promotional campaign for
Casey’s Locket is effective as we keep the colours the same throughout the
ancillary tasks and the main product, this helps the audience to recognise the
brand and know what they are getting. This is all an example of how synergy
works throughout our products.

10. FONT/HOUSE STYLE
The font used within The Duff is all capitalised and
remains the same throughout each different type of
campaign. The word ‘Duff’ stands out in each picture
making it memorable and bold.
In the trailer we see a different colour used to the
usual red and pink of the genre. This opposes the
stereotype and gives us another thing to focus on.
Against the grey background it also stands out and
makes us focus on it more.

11. FONT/HOUSE STYLE
10 Things I Hate About You is consistent with the font and
house style used in everything but the trailer. In
comparison with the other rom com films such as The Duff,
this film doesn’t keep up the house style in the trailer.
As you can see the font remains the same and we stick to
the stereotypical colours used in rom coms, however the
trailer sticks more to the details of the film by having it laid
out as a calendar as in the film time is important. This does
work for this particular film and helped promote the film.

12. FONT/HOUSE STYLE
Casey’s Locket is a brand and throughout each product we have shown this, each one follows the
same house style and fonts. This means that the audience are used to seeing our identity on each
piece of work we create, this makes sure that they remember our brand and our font.
The use of synergy helped us here because if both the poster and magazine were a different font and
colour to the trailer then there wouldn’t be such strong link to show the pieces of work are together.
We decided to keep everything the same because
this was the best chance we had at creating a
lasting brand using synergy. We liked the pink
colour therefore we kept it throughout each
product, this was positive because it would be
something we would be remembered for.

13. IMAGE
The Duff constantly uses images of the main characters, this is down to star
power, this is a common theme used within romantic comedy branding.
Because of the type of people who watch these films are the type of people
who want to see their favourite actor’s and actresses. This is why these images
are repeated throughout their campaign within the trailer, posters and website.

14. IMAGE
10 Things I Hate About You uses the same technique as many others in its
genre. Using Heath Ledger and Julia Stiles on the front is accessing their
current fan base to make a fan base for the new film. They use synergy
because is people are able to see that their favourite characters are across
every platform they are more likely to see what the fuss is about and go and
watch the film.

15. IMAGE
We took inspiration from the genre as to what type of images we should
include, our mood board and other research was helpful because it showed us
that in order to follow the genre we needed to follow the conventions.
Therefore we chose to have our main characters in every part of our product.
This is using synergy because it means that when people see our characters
they will link the products and know that they are seeing Casey’s Locket.

16. SUCCESS OF CAMPAIGNS
The Duff grossed more than $43 million worldwide out of a budget of $8.5 million
the film made back the money in its masses. Films like this prove that people are still
interested in the genre, its obvious and clear where the plot will go but we still want
to watch more.
10 Things I Hate About You made a little under $53.5 million worldwide with a
budget of $30 million, this rom com had a much larger budget than The Duff but
only marginally made more money at the box office. This proves how far cinema has
come, you don’t need the most money to make a film in order to get the most
money out of it. Arguably with more famous actors 10 Things I Hate About You was
expected to make more money, but with such a big budget it detracts from that.

17. CONCLUSION
In conclusion I feel that we were successful in creating
synergy between our products by the consistency of
specific things such as image, house style and colour
palette.
We were helped by looking at existing products such as
The Duff (2015) and 10 Things I Hate About You (1999),
these helped us to form our own brand based on
comparisons between the films.