- The group formed an advertising agency called Hydra Advertising and created a sports drink called ĵeto aimed at sports enthusiasts. - They researched existing bottled waters like Volvic to inform their product design and marketing campaigns. - ĵeto came in original, strawberry, and lemon & lime flavors. They created print, TV, and other ads to promote it. - While proud of what they accomplished, they recognize areas for improvement like clarifying the target audience in ads and better planning their work.

1. Unit 18- Evaluation
At the beginningof the unit,I,Lily,Mattand Joshformeda group.As
an introductiontothe advertisingindustry,we researchedpopular
printads, TV advertsand well knownadvertisingagencies. Itwas
thenthat we formedouradvertisingagency:HydraAdvertising.The
name came from the mythical creature (Hydra) whichisconsidered
to be a multipleheaded,serpentlikeanimal,whoisable togrow
newheadswheneverone iscutoff. We therefore came upwiththe
slogan'Regeneratinggoodideas'. A logowascreatedand we became
Hydra Advertising.
It was at thispointthatwe hadto come togethertocreate a new product,whetherthatbe a new
waterbottle,chewinggumorcereal bar.We were all keentoworkon a water bottle product,and
thiswas the productthat we instantlyhadthe mostideasfor. Before we were tomake further
progress,we wentoff toresearchexisting bottledwatersandIchose to focuson the well known
Volvic. Itwasimportantthat I completedresearchonthe general product(watersource,colour
schemes,history) aswell astheirmarketingcampaigns(slogans,tv,busandprintadverts.Ifound
that a lot of Volvicspastsloganshave linkedmassivelytoeitherthe watersource orthe name,for
example,one well knownsloganof theirsis:‘Fillsyouwith volcanicity’.Thiswouldgiveourgroup
ideaswhenmindmappingforourproductslogan. I alsolookedintothe colourscheme of blue,with
oftenappearancesof white andgreen. Itisimportanttohave a colourscheme inorderto increase
the productschances of becomingrecognisable,somethingthatVolvichave done verywell. The
mostimportantresearchI carriedout wasof the marketingcampaignsof Volvic. TheirTV andprint
advertsgave me and my teama lot of insightintohow similarproductscouldbe advertised.The
otherteammemberscarriedouttheirownindividualresearch,andthe combinationof ourwork
reallyhelpedusmove ontothe nextstep.Below isaselectionof screenshotsfrommyresearch:
We thenmomentarilysplit againinorderto
come up withindividual ideasforourproduct,
includingourideasfornames,slogansandcolour
schemes.We metandtabled our ideasasshownto
the left,discussingthemandthendecidingonafinal
productplan. The obviousagreementwastoaimthe
productat sportsenthusiasts. Thishasbeena
successful choice amongstothersimilarproductsand
companies,andthe sportsmarkethas a lotof
platformsforadvertising.Iremainveryhappywith
the decisiontoaimthe drink at sports enthusiastsas

2. the marketis evergrowing. The nextagreementwastouse the name ‘ĵeto’,meaningrelease inthe
Esperantolanguage,alongwiththe slogan‘Release yourinnerchampion’.We feltasif these tie in
extremelywell withourtargetaudience,asthe wordchampioncanbe associatedpositivelywith
sportsand competinginparticular. Iam alsoveryhappywiththislogoand the name ‘ĵeto’asI feel
as if theytie inverywell withone another. The nextpartwasto selecta colourscheme andwe
quicklyagreedonblue andred,as these are boldcoloursandthe blue isa commontheme inbottled
waters. Whenthiswasfirstdecided,Iwaspersonallynottoohappyonthe use of red.I feltthat red
isoftenusedas a negative colouranda colourof danger.However,seeingthe productwe thenwent
on to make,Iam definitelyafanof the reduse now. Beside this,we we were all veryhappywithour
productplansand partedagain toexperimentwithlogoideas.
Thiswas mylogoidea.Stickingtothe colourtheme,I
chose to use blue textandredbits,and the use of the dragon-
like-creature inthe textlinksbacktoour advertisingagency:
Hydra. I wasneverconfidentinmylogoandI am happyit wasnot
picked,since Idon’tfeel itisboldenoughtoallow the productto
standup. I couldhave usedbiggerandboldertext todo this.
Thisis Lily’slogoandthe one we usedfor our product.I
reallylike thisand we decideduponitformultiple reasons.We all
feltthe colourtheme wasimpressive andstucktowhat we’d
agreed.We alsofeltthat the italicstyle/flowing textwouldlink
reallywell tothe waterthatit advertised. Afterwe’ddecidedon
this,we workedfurtheronthe product’sdesignanddetails.We
researchedwhere ourwaterwouldbe sourcedfromandwe
discoveredthe perfectlocation:Monte Titano,amountainof the Apenninesandthe highestpeakin
San Marino,a Esperantospeakingarea. We alsodecidedtocreate 3 versionsof ourproductwith3
differentflavours/types:Original,StrawberryandLemon&Lime.
These optionscanbe identifiedbyanalterincolourschemes(a
colouredbottle topandinthe writingonthe bottle label).
To show this,I put togetheranimage of these varieties.Iam
veryhappywithwhatI createdand it alsogave us the productimage
to place on future printadvertsandmarketingcampaigns. Iamproud
of thisparticularworkthe mostas I feel thatitreallypulledall the
productideasand planstogetherintosomethingvisual.The team
agreedwiththisandso at thispoint,we had our product. Afterthis,
we neededtobeginouradvertising. We splitintoindividualsagain
and carriedout researchonadvertsthat were aimedatsportsenthusiasts,similartowhatwe
plannedtodo. We were setdifferenttaskseach.Matt Holley(Hydra’sArtDirector) focusedon
producinga magazine advert,LilyCurtis(Hydra’sSalesDirector)workedonawebsite banner,Josh
Brown(Hydra’sCinematographer)producedatube stationadvertandI,as Hydra’sCreative Director
came upwitha bus advert.Thiswas one stage inparticularwhere Inoticedhow hard workingthe
groupwas. We had beensetworkindividuallyandwe were all highlyfocusedduringthisstage,soI
am reallyhappywithhowwe workedasa team then. Below are some screenshotsof mywork:

3. The followingisourteamsworkfromthisstage:
For my busadvertinparticular, I plannedtokeepitsimple andusingthe advice fromCocaCola,
wantedtokeepthe backgroundwhite asit allowsittostand outfrom the redof the bus.I also
placeda picture of the product as thisallowspeopletosee exactlywhatisbeingadvertised.Iam
happywiththisadvertand itssimplicity. Iam alsoreallyhappywithwhatmyotherteam members
produced duringthisstage.We thenbeganfilmingforourtelevisionadvertandthe firstpointwas
to beginplanning.Sincewe were aiming ĵetoatsportsenthusiasts,we wantedouradverttobe
basedarounda competitive/sportssituation.We came upwiththe ideaof someone havingabad
game of basketball,drinking ĵetoandtheninstantlyperformingwell.Itwasanaim of ours to add
comedyelementsasthiswould
make our advertmore
memorable,sowe began
planninginattempttodo this.
We createda storyboardand
thenwentlocationscouting.The
locationscanbe seentothe left
of thistext.Ithinkthat we
wouldall agree thatour
televisionadvertwasthe most
successful pointof ourentire
project.We workedextremely
hard on it,and we all feel asif thispaidoff.Duringfilming,IandLilyworkedbehindthe cameraand
Joshand Matt acted.Thisworkedreallywellandthese were the roleswe all were after.Afterwe
had filmed,Ieditedthe adverttogether.Iam extremelyhappywithhow thiswentandthisis
somethingIam proudof.As a group,we agree that thisworkpresentsthe productwell.
We thendecidedonhowwe’dadvertiseourproductfurther.The planisto handout free bottlesof
ĵetooutat smallerevents,andthenattempttoreachpotential audiencesateventssuchasthe
RugbyWorld Cup,the Olympics/Paralympicsandthe LondonMarathon. Since we hada productand
multiple marketingcampaigns andplans,the nextstage wastopitch ĵetotothe market.
As a group,I thinkwe’dall agree thatthisprojectwentverywell.We all workedextremelywell
togetherandproducedsome goodwork.I am happyinparticularwithhow all of our marketing
campaignswent,specificallythe televisionadvert.Ithinkthatithas a clear aimtowardssports
enthusiastsandalsohasthe comical elements.Iam alsoveryhappywithhow our productlooks.The

4. appearance alongside the name andlogolooksveryprofessional inmyopinion.AlthoughIwasnot
completelykeenonthe colourscheme atfirst,Iam now verycontentwithitand itis definitelya
strengthof our product. So overall,Iam veryhappywithwhatwe have producedandthe workwe
have createdduringthisunit.
Howeverthere are definitelysome weaknessestoourworkand some areasthat I wouldimprove on
if I was to re-dothe unit. Eventhoughoursloganstronglylinkstothe sportstheme,Ifeel asif the
target audience isn’talwaysclearinsome of ourprint/magazine/busadverts.Inmine,forexample,I
couldhave useda picture of an athlete orsomethingsimilarin
orderto make thisclearer,since the onlypartsthat linkto sports
are on the bottle label,whichdefinitelydoesn’tstandout
enough.Thisisthe case ina few of the otheradverts,andso if I
was to re-dothe adverts,I’ddefinitelyworkonmakingthe
target audience alotmore obvious.
I alsothinkthat if involvedinasimilartaskinthe future,we shouldschedule outourworkand
lessontimes.Thiswaywe’darrive tolessonwiththe knowledge of whatneedstobe done andwe’d
be able to focus.Thiswouldbe necessaryasI foundthat at timeswe were quite unsure of what
neededtobe done.Planningwouldalsohave beenbeneficial whenfilmingthe tvadvertin
particular,because oncertainoccasions,we were unable tofilmdue tolackof prop availability.If
we’dhave plannedandspokentocertainpeople inadvance (forexamplethe PEoffice for
equipment) thenwe wouldhave probablybeenable tofilmalotquicker. Althoughwe didcarryout
locationscouting,we shouldhave checkedthatthose locationswere available forfilmingwhenthey
were needed,ratherthanjustturninguptothem, as we foundthat theywere oftentakenand
unable tobe used.
Also,inthe researchstage,I’dlike tohave done more researchon existingproductsbutinparticular,
onesthat are aimedat sportsenthusiastslike ĵeto.Eventhoughwe carriedoutresearchonprintads
for similaraudiences,we didn’tproperlyresearchtheseproductstothe extentthatwe researched
bottledwaterssuchas Volvic.Thismayhave come inuseful whenproducing ĵeto.Despite the
negativesof the productandour advertisingmethods,theyhave taughtuswaysthatwe could
improve asa group infuture unitsandprojects.We are all veryproudof Hydra Advertisingand ĵeto
as a product. We feel asif we have workedhard andthat it has paidoff.