For a company we have put together ( theoretically) called Dispatch we need some form of advertisement to promote and let the people know what they are missing out on.
“DisPatch” is an app for IOS, Android and also is a service you can access on the Internet which creates an online marketplace that allows users to connect with the community around them and Buy, Swap and/or Sell fresh produce that they have been growing. The produce can vary from fruits, vegetables and even animals products such as eggs and honey.
There is also a delivery service built into the app for those that want to eat more fresh and organic produce but don’t have the time to jump around to all these different people’s “drop off spots” for where they sell their produce.
For this advertising project I wanted to go with a quick and easy gimmick that’ll attract people. As someone who works in Social and Digital Media, TikTok is the best way to go about it seeing as the algorithm favors shorter form content.
I’m getting a large amount of my inspiration from a recent SquareSpace advertisement that was featured in the SuperBowl this year (2022). Critics in the marketing world scored it very highly ( https://www.youtube.com/watch?v=7Vt1epxwCI8 ) and parise it on its simplicity and how catchy it is with its use of alliteration and repeativness
Although a big part of the audience we are to reach overall are people already with veggie gardens (so most likely 30-60yr olds) a great way to get the younger generations thinking and talking about fresh produce and about being more community based is through advertisements that relate and stick to them.
The older part of our intended audience most likely already has built a community around sharing their local produce and attend farmers markets whereas the younger side of our audience we want to reach still have some learning to do, which also links into our delivery services.
Due to the Global Pandemic, delivery service usage has skyrocketed and more of the younger generations are relying on them for their food. So our goal was to meet them in the middle and get fresh produce hopefully delivered to them and begin to think about growing their own food and thinking about being more community driven just by engaging in this app.
Which is exactly the reason for the style of advertising I was going for with this project. Using FOMO (fear of missing out) and some other marketing tactics we can begin to reach a younger demographic and begin more them towards a more sustainable and greener lifestyle with the use of Dispatched.
These ADs that I have put up on the TikTok will hopefully gain traction and help make the younger generations think more about the food they buy and how they can go about growing their community to be more green
James Mackay - Portfolio 