The storyboard advertisement summarizes the brand meaning of urPen as a reliable, dependable, and affordable pen. It depicts common situations where pens are needed by the target audiences of students, business workers, and parents and shows the urPen solving their problems. Through voiceovers and imagery, it communicates that urPen is a pen that can always be relied on in any situation.

1. KCB101 Advertising Storyboard
You can always rely on urPen
urPen
Affordable Dependable Reliable
Developed and presented by Sophie Finlay & Ashlea
Piotrowski

2. urPen urPen urPen urPen
Branding is not based on tangible
features but rather on the emotional
bond it creates with a target group of
consumers.
- Helen Vaid, 2003
urPen urPen urPen urPen

3. You can always rely on urPen
urPen
Affordable Dependable Reliable

4. urPen urPen urPen urPen
Brand Concept
•Reflects the simplicity of the product
•Communicating it's value in society.
Simple urPen Personalised
Reflects the product. It is an
uncomplicated, easy to use The term ‘ur’ creates
product. If it was given a name ownership with the user.
that had elaborate and flamboyant It also compliments the
connotations it may be catch phrase ‘You can
interpreted as being expensive always rely on urPen.’
and for artistic drawings (not
general use).
urPen urPen urPen urPen

5. urPen urPen urPen urPen
A branding program should be designed to
differentiate your product from all other
products on the market, even if the products
are alike.
- Al and Laura Ries, 1998
urPen urPen urPen urPen

6. urPen urPen urPen urPen
The purpose of branding is to attach the best
intended cognitive meaning to a product.
- Stephen Harrington (2012).
Intangible Values
•Reliability What the consumers are
•Dependability purchasing when they buy the
product.
•Affordability
urPen urPen urPen urPen

7. urPen urPen urPen urPen
Target Audience
Student Business workers On-the-go
parents
urPen urPen urPen urPen

8. urPen urPen urPen urPen
urPen Storyboard
urPen urPen urPen urPen

9. Film: Uni student is writing in
Background Sound: exam and his pen runs of ink.
Voice over: ‘When you
Typical exam room noise e.g He is panicking. The image
think all hope is fading...’
ticking of clock, paper freezes and the voice over
shuffling etc. plays.

10. Film: Business man is on the
Background sound:
phone to his boss and trying
Typical office noise i.e ringing
to write down a note. None Voice over: ‘When you
of phone, typing on
of his pens work. He freaks think you’ve lost control...’
computers. Business man is
out. The image freezes and
yelling for a pen.
the voice over plays.

11. Film: Mum is on the phone
Background sound: TV
and writing down an
and screaming kids in the Voice over: When its all
appointment in her calendar.
background. Mum is yelling at just too much!
Her pen does not work. She
the kids because she cant find
freaks out. The image freezes
a pen.
and the voice over plays.

12. Film: Examiner taps uni
Voice over: ‘There is only
student on the shoulder and
one pen that will never fail
slides the urPen into his desk.
you.’
(pen logo is visible). Uni
student cries with relief.

13. Film: Office assistance taps
the business man (who is still
panicking) on the shoulder.
Business man turns and Voice over: ‘There is only
assistance gives him a urPen one pen you can trust.’
(pen logo is visible). Business
man looks relieved.

14. Film: Child tugs on mother’s
clothes. She looks down and Voice over: ‘There is only
the child hands her a urPen one pen that you can reply
(logo is visible). She smiles, on’
gratefully.

15. Film: The image below Voice over: ‘You can
appears on screen. always rely on urPen’
You can always rely on urPen
urPen
Affordable Dependable Reliable

16. Voice over: ‘Available at
Film: The image below
Officeworks and your local
appears on screen.
grocery stores.’
urPen
urPen
urPen
urPen

17. urPen urPen urPen urPen
Interpretation of brand meaning
Positive Humorous
urPen
Comprehendible Easily relatable
urPen urPen urPen urPen

18. urPen urPen urPen urPen
Interpretation of brand meaning
Extra textual knowledge
The target audience are required to rely on their extratextual knowledge from
societal experiences to understand that that product is a pen for general use.
The target audience has been specifically selected as they use pens on a
regular basis.
They can draw from their individual prior experiences to link the product with
the situations presented in the advertisement.
urPen urPen urPen urPen

19. urPen urPen urPen urPen
Interpretation of brand meaning
Intertextual framing
‘Intertextual frames relate one text or text-type to another.’
- Gale Reid & Ian MacLachlan (1994)
urPen incorporates an intertextual association
with the brand Apple.
iPhone
iPad
iPod
urPen urPen urPen urPen

20. urPen urPen urPen urPen
urPen is a simple pen for general use that will work for
everyone in every situation.
Significant values Accurately
Expressed in
•Trustworthy interpreted by
the
•Reliable the target
advertisement.
•Loyal audience.
•Affordable
•Dependable
You can always rely on urPen.
urPen urPen urPen urPen