TVC Step-by-Step

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TVC Step-by-Step.

TODAY’S LESSONS. 1. Market Research and Audience Analysis 2. Concept Development 3. Scriptwriting 4. Storyboarding / Mood Boarding 5. Casting 6. Production 7. Post-Production 8. Testing and Feedback 9. Distribution 10. Evaluation.

1. Market Research &. This step helps tailor your message to the preferences, needs, and behaviors of your target demographic..

5. MARKET RESEARCH AUDIENCE ANALYSIS. 1. Gusto mo bang gumawa ng TV commercial (TVC) na hindi lang basta't napapanood, kundi talagang tatatak sa puso't isipan ng iyong audience? Hindi ito tungkol sa pagkakaroon lang ng magandang jingle o eye-catching na visuals. Ang sekreto? Kilalanin mo muna ng mabuti ang iyong audience at ang mga uso sa merkado. At wag kang mag-alala, hindi ito kasing-hirap ng iniisip mo. Sa totoo lang, pwede pa itong maging masaya at madali. Tara, simulan natin ito, hakbang-hakbang. STEP 1: LUMANGOY KASAMA NG IYONG AUDIENCE Isipin mo na ikaw ay isang detective, at ang misyon mo ay alamin ang mga gustong-gusto, mga preferences, at ugali ng iyong audience. Paano? Simulan mo sa paggawa ng mga survey. Ito ang iyong magnifying glass para masilip mo ng mas malapitan kung ano ba talaga ang hinahanap ng iyong audience. Pwede kang gumamit ng mga online tools tulad ng SurveyMonkey o Google Forms para gumawa ng simpleng mga survey, at ipamahagi ito sa social media o sa iyong existing na customer base. STEP 2: MAKIPAG-KWENTUHAN SA FOCUS GROUPS Sunod na hakbang, focus groups. Dito, magtitipon ka ng isang maliit na grupo ng tao mula sa iyong target audience at magkaroon kayo ng talakayan tungkol sa iyong produkto, brand, o mga konsepto para sa iyong TVC. Parang kapehan lang kasama ang mga kaibigan, pero makakalap ka ng mahahalagang insights sa kung ano ang kanilang kinagigiliwan, kinaiinisan, o mga hiling na pagbabago. Ang susi sa matagumpay na focus group ay ang paglikha ng isang komportableng kapaligiran kung saan lahat ay malayang makapagbahagi ng kanilang mga pananaw. STEP 3: MAGING DETECTIVE SA MARKET DATA Huli, pero hindi least, magsuot ka ng iyong Sherlock Holmes hat at mag-analyze ng existing market data. Ibig sabihin nito, tingnan mo kung ano na ang meron—ano ang ginagawa ng iyong mga kakompetensya, mga kasalukuyang trends sa advertising, at kung paano tinatanggap ng audience ang mga katulad na produkto o serbisyo. Maraming resources online kung saan mo makukuha ang impormasyong ito, tulad ng mga industry reports, analytics ng social media, at kahit ang Google Trends. Sa pag-follow ng mga hakbang na ito, hindi ka na basta-basta nagbabakasakali. Ikaw ay lumilikha ng isang TVC na nakabase sa tunay, actionable na insights tungkol sa iyong audience. At ang pinakamagandang parte? Pwede mong gawing creative ang pagkalap at pag-analyze ng impormasyong ito. Gumamit ng masasayang surveys, mag-host ng engaging na focus group sessions, at gawing isang detective game ang pag-aanalyze ng data. Sa ganitong paraan, hindi lang epektibo ang proseso, masaya pa ito. Kaya, go lang, kilalanin mo pa ang iyong audience, at lumikha ka ng isang TVC na talagang makaka-connect sa kanila..

YOUR TASK:. 6. Identify behaviors of your target demographic. What is your message to the preferences.

Jollibee's "Kwentong Jollibee Valentine Series". 7.

Jollibee's "Kwentong Jollibee Valentine Series". The Ad: A yearly tradition, Jollibee releases a series of short, emotionally charged commercials around Valentine's Day that capture various forms of love, including romantic, familial, and self-love. These stories, inspired by true events, resonate deeply with Filipinos' love for drama and storytelling. Market Research and Audience Analysis Justification: These ads hit the sweet spot in Filipino culture—family values, love, and resilience are central themes. Jollibee, by showcasing relatable life scenarios, reinforces its position as a brand that's more than just about food; it's about experiences and emotions that connect with every Filipino heart. The strategy brilliantly taps into the audience's love for narratives, leveraging social media shares and conversations, thus turning ads into viral sensations. It's a clever move, as Filipinos are known for their strong family ties and sentimental nature, making these ads not just watchable but sharable—stories you talk about with friends and family over a bucket of Chickenjoy..

GCash's "What Can't You Do?". 9.

GCash's "What Can't You Do?". The Ad: This commercial showcases the versatility of GCash, a mobile wallet app, highlighting its multitude of uses—from bill payments to online shopping. It presents these features through quick, dynamic scenes that capture the fast-paced, digital-first lifestyle of its users. Market Research and Audience Analysis Justification: With the Philippines quickly becoming a hotspot for digital innovation, GCash's ad speaks directly to the tech-savvy, young professionals and the broader population embracing digital payments. The commercial's energetic pace and catchy music match the vibrant, go-getter attitude of its audience, suggesting that with GCash, there's little you can't do. This aligns perfectly with the growing preference for mobile transactions, especially post-pandemic, tapping into the convenience and safety of going cashless. It's fun, it's engaging, and it hits right at the heart of modern Filipino living—always on the move, and always online..

Bench's "#LoveLocal" Campaign. 11.

Bench's "#LoveLocal" Campaign. 12. The Ad: Bench, a leading Philippine clothing brand, champions local culture, arts, and fashion through its #LoveLocal campaign. The TVCs feature a mix of everyday people and celebrities, highlighting the beauty and diversity of the Filipino heritage and how Bench clothing is a part of this lifestyle. Market Research and Audience Analysis Justification: This campaign masterfully capitalizes on the growing pride in Filipino heritage among the youth and the general population's increasing desire to support local businesses. By associating its brand with the love for the Philippines' rich culture and values, Bench not only promotes its products but also fosters a sense of national pride. The inclusive representation in the commercials resonates with a broad audience, reinforcing that Bench is for every Filipino. It's exciting because it taps into a collective identity, a conversation starter for anyone who takes pride in where they come from, making Bench not just a clothing brand but a lifestyle emblem..

MARKET RESEARCH. Step 1: Dive Into the World of Your Audience Step 2: Get Up Close and Personal with Focus Groups Step 3: Play Detective with Market Data.

2. Concept Development. A strong concept will capture attention and make your product memorable. Sequence: Brainstorming sessions, market research, and creative meetings..

Coca-Cola's "Share a Coke" Campaign. 15.

Coca-Cola's "Share a Coke" Campaign. Ang Ad: Isang global na kampanya kung saan pinalitan ng Coca-Cola ang kanilang iconic na logo sa mga bote at lata ng mga pangalan ng tao. Layunin nito na gawing mas personal ang karanasan ng pag-inom ng Coca-Cola, imbitahin ang mga tao na "mag-share" ng Coke kasama ang mga kaibigan at mahal sa buhay. Justification ng Concept Development: Alam mo ba, ang galing ng konsepto nila dahil pinag-isipan talaga nila kung paano magiging parte ng personal na buhay ng mga tao ang isang global brand. Sa paglalagay ng mga pangalan sa bote, para bang inaanyayahan ka ng Coke na gumawa ng isang personal at masayang karanasan sa pag-share ng inumin. Hindi lang basta marketing strategy ito; isang paanyaya ito sa pagbuo ng koneksyon. Nakakatuwa, 'di ba? Parang nagiging tulay ang Coke para magkausap at magkakilala pa ang mga tao..

IKEA's "Bookbook" Ad. 17.

IKEA's "Bookbook" Ad. Ang Ad: Isang nakakatawang parody na ginawa ng IKEA, kung saan ipinakita nila ang kanilang bagong catalog bilang "Bookbook" - isang teknolohiyang walang batteries, walang cables, at 100% portable. Ginawa nila itong katulad ng paglunsad ng isang high-tech na gadget. Justification ng Concept Development: Talagang naisip ng IKEA kung paano nila gagawing exciting at engaging ang paglalabas ng isang ordinaryong catalog. Sa pamamagitan ng paggawa ng spoof ng mga tech product launch, na-highlight nila ang simplicity at beauty ng kanilang catalog sa isang nakakatawa at nakakapukaw na paraan. Ang ideya ay matalino at sadyang nakakatawa, at nagpapakita ng pagiging innovative ng IKEA hindi lang sa furniture, kundi pati na rin sa pag-market. Nakakabilib, ano?.

Dove's "Real Beauty Sketches" Campaign. 19.

Dove's "Real Beauty Sketches" Campaign. Ang Ad: Isang eksperimento kung saan inilarawan ng mga kababaihan ang kanilang sarili sa isang forensic artist na hindi sila nakikita, at pagkatapos ay inilarawan sila ng isang estranghero. Ang mga guhit na batay sa mga deskripsyon ng estranghero ay mas flattering kumpara sa self-descriptions, naglalayong ipakita na ang mga kababaihan ay mas maganda kaysa sa kanilang inaakala. Justification ng Concept Development: Ang galing ng Dove sa pagkuha ng isang sensitibong isyu—ang self-esteem at self-image—tapos ginawa nilang isang malakas at emosyonal na mensahe. Sa pamamagitan ng eksperimentong ito, naipakita nila na ang tunay na kagandahan ay nasa mata ng nakakakita, at madalas, mas kritikal tayo sa ating sarili kaysa sa iba. Ang konseptong ito ay hindi lang basta nagbebenta ng produkto; nagbibigay ito ng positibong mensahe sa mga kababaihan sa buong mundo. Nakaka-inspire, 'di ba?.

CONCEPT. Step 1: Dive Into the World of Your Audience Step 2: Get Up Close and Personal with Focus Groups Step 3: Play Detective with Market Data.

3. SCRIPTWRITING Justification: A well-written script ensures that your TVC communicates its message clearly and compellingly. It sets the tone, pace, and direction of the commercial. How to Do It: Write a script that succinctly conveys your message, includes a clear call-to-action, and incorporates elements from your concept development phase. Ensure the script resonates with your target audience and maintains their interest. Hire a professional scriptwriter or use in-house talent to draft the script based on the approved concept. Sequence: Concept approval, script drafting, revisions..

Apple's "Shot on iPhone" Series. 23.

Apple's "Shot on iPhone" Series. 24. Ang Ad: Ipinapakita ng seryeng ito ang mga larawan at video na kuha gamit lamang ang iPhone. Simple lang ang script: mga tunay na tao, sa totoong mga setting, gumagamit ng produkto sa pang-araw-araw nilang buhay. Sinasamahan ito ng mga salitang naghihikayat sa mga manonood na tuklasin ang mundo gamit ang kanilang iPhone. Justification ng Script: Alam mo, ang galing ng approach ng Apple dito. Sa pamamagitan ng pagpapakita ng mga totoong kuha, nadadama ng mga tao na kaya rin nilang gawin ang mga ipinapakita sa ad. Hindi na kailangan ng mahabang paliwanag o teknikal na jargon. Diretso sa puso at isipan ang mensahe: "Gamit ang iPhone, kaya mo ring lumikha ng kagila-gilalas na mga obra." Parang kaibigan lang ang Apple na nag-eengganyo, "Tara, subukan mo rin!".

Always' "Like A Girl" Campaign. 25.

Always' "Like A Girl" Campaign. Ang Ad: Tinalakay ng ad na ito ang stereotypes na nakapalibot sa paggamit ng pariralang "like a girl" sa isang negatibong paraan at binabaliktad ito para maging positibo, sa pamamagitan ng pagpapakita ng mga kababaihan at batang babae na ginagawa ang kanilang best sa iba't ibang aktibidad. Justification ng Script: Ang husay ng script nila, ha? Sa pamamagitan ng pagtatanong sa iba't ibang tao kung ano ang ibig sabihin ng "gumawa ng isang bagay 'like a girl'," at ipinapakita ang pagkakaiba ng mga tugon batay sa edad, binubuksan nito ang isang mahalagang usapan. Ang script ay direkta at malaman, nagpapakita ng malakas na mensahe ng empowerment na madaling maunawaan at maramdaman ng kahit sino. Para bang sinasabi nila, "Tignan mo, ang 'gawin ito like a girl' ay dapat ipagmalaki, hindi ikinahihiya.".

Google's "Year in Search" Series. 27.

Google's "Year in Search" Series. Ang Ad: Taon-taon, inilalabas ng Google ang isang recap ng pinakasikat na search queries, na nagpapakita ng mga mahahalagang pangyayari, mga trending na tao, at mga viral moments ng nakaraang taon. Ang script ay puno ng pag-asa, inspirasyon, at pagkakaisa, kahit na sa harap ng mga pagsubok. Justification ng Script: Ang galing ng script dito kasi, sa pamamagitan ng pag-highlight ng mga common na hinahanap ng tao, ipinapakita nito ang shared human experience. Simple lang ang salita pero malalim ang dating—parang sinasabi nito, "Sa kabila ng lahat, magkasama tayo dito." Nakakagana ang paraan ng pagkukuwento nila dahil nagbibigay ito ng isang pangkalahatang ideya ng ating mga nararamdaman, interes, at mga pag-asa bilang isang komunidad. Parang isang paalala na, sa huli, marami tayong pinagkakasunduan at pinaglalabanang magkasama..

4. STORYBOARDING. Justification: Storyboarding helps visualize the TVC before production begins. It provides a blueprint for the shoot, helping to identify potential issues and streamline the production process. How to Do It: Create a series of panels that outline each shot of the commercial, including camera angles, lighting, and transitions. This will serve as a visual guide for the production team..

Story Board in Canva. 30.

31. A close-up of a menu AI-generated content may be incorrect..

32. A collage of a bottle of soda AI-generated content may be incorrect..

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4. STORYBOARDING. TASK: Create 1-story board to shoot for the defense, good for 60secs, 30s, 15s All other TVC to submitted a month after. Deadline of Submission: April 14, 2024 | SUNDAY | 6:00 PM.

Justification: The right cast can significantly enhance the effectiveness of your TVC by bringing your script to life and making the commercial relatable to your audience. Planning is essential for a smooth production phase, ensuring all elements are in place before shooting begins How to Do It: Hold auditions to find actors who fit your character profiles and can convincingly convey your message. Consider the demographics of your target audience when making casting decisions. Sequence: Casting, location scouting, obtaining permits, scheduling..

PRO. Justification: The production phase is where your concept, script, and storyboard come to life. High-quality production values are essential for creating a professional and engaging TVC..

38. Coca-Cola Masterpiece.

7. POST-PRODUCTION. Justification: Post-production involves editing and refining the footage to ensure the final TVC is polished and impactful. This phase also includes adding special effects, music, and sound design to enhance the commercial's appeal. How to Do It: Work with editors to cut the footage, add transitions, and incorporate visual and sound effects. Select music that complements the tone of your commercial and reinforces its message. Sequence: Casting, location scouting, obtaining permits, scheduling..

8.TESTING & FEEDBACK. 40. Justification: Before airing the TVC, it's important to test its effectiveness and gather feedback. This can help identify any areas for improvement and ensure the commercial achieves its intended impact. How to Do It: Show the commercial to a focus group that represents your target audience. Gather feedback on its clarity, engagement, and persuasiveness, and make necessary adjustments..

9. DISTRIBUTION. 41. Justification: Choosing the right channels and times for airing your TVC is crucial for reaching your target audience effectively. How to Do It: Based on your market research, select TV channels and time slots that align with your audience's viewing habits. Consider cross-promoting your TVC on social media and other digital platforms to maximize reach..

10. EVALUATION. 42. Justification: Evaluating the performance of your TVC helps measure its impact and provides insights for future campaigns. How to Do It: Use metrics such as viewer engagement, recall rates, and sales data to assess the effectiveness of your commercial. Gather feedback to understand how the TVC was received by your audience..

TASK. PRODUCE: 60s, 30s, 15s Deadline: May 18, 2024 | SAT | 6:00 PM.

44. 75s.

45. 60s.

46. 30s.

47. 15s.

COSTING TABLE. 48. STEP TASK ESTIMATED COST (PHP) NOTES Pre-Production 1.1 Concept Development 50,000 - 150,000 Depending on the complexity of the idea and research involved 1.2 Scriptwriting 30,000 - 100,000 Costs vary by writer's experience 1.3 Storyboarding 20,000 - 75,000 Visual guide for the shoot 1.4 Location Scouting 15,000 - 50,000 May include travel expenses 1.5 Casting 10,000 - 100,000 Depending on talent fees.

COSTING TABLE. 49. STEP TASK ESTIMATED COST (PHP) NOTES Production 2.1 Director 100,000 - 500,000 Fee depends on experience 2.2 Camera and Lighting Equipment Rental 200,000 - 1,000,000 High definition cameras and professional lighting equipment 2.3 Crew Salaries (for 2-3 days shoot) 150,000 - 750,000 Includes technical and support staff 2.4 Talent Fees 50,000 - 1,000,000 Varies widely depending on the celebrities or models involved 2.5 Location Fees 50,000 - 300,000 Rental cost for shooting locations.

COSTING TABLE. 50. STEP TASK ESTIMATED COST (PHP) NOTES POST Production 3.1 Editing 40,000 - 200,000 Includes video editing, color correction 3.2 Sound Design and Scoring 30,000 - 150,000 Original music scores cost more 3.3 Special Effects and CGI 50,000 - 1,000,000 Depending on complexity 3.4 Voice Over 10,000 - 100,000 Depending on the talent 3.5 Editing 40,000 - 200,000 Includes video editing, color correction.