INDIVIDUAL TASK COVER SHEET

All students must complete the following declaration when submitting

assessment items.

SUBJECT CODE BX2082

SUBJECT TITLE Advertising, Promotions and Mobile Marketing
STUDENT FAMILY NAME Student Given Name JCU Student Number

Yu Nandi Oo 1 4 0 3 9 3 2 3
ASSESSMENT TITLE Assessment 1: Advertising
DUE DATE 11/12/2021
LECTURER NAME Zahra Pourabedin
TUTOR NAME Zahra Pourabedin

1. Declaration and Statement of Authorship

1.1 This assessment is my/our original work and no part was copied/reproduced from any other person’s work or any other source, without
appropriate attribution.
1.2 I have not submitted this assessment previously and received a grade OR concurrently for assessment, either in whole or part, for this subject
(unless part of integrated assessment design/approved by the Subject Coordinator), any other subject or any other course.
1.3 No part of this assessment has been written for me/us by any other person
1.4 I hold a copy of this assessment and can produce a copy if requested.
1.5 I give permission for my assessment response to be reproduced, communicated, compared and archived to detect academic misconduct.
1.6 I authorise the College to retain a copy of my assessment for review and comparison, including moderation, course review and
accreditation.

2. Statement of Understanding:

2.1 Academic misconduct, such as plagiarism is a severe offence that may lead to exclusion from the University under the Student
Academic Misconduct Procedure.
2.2 Clause 2.2 of JCU’s Coursework Academic Integrity Policy and Procedures contain the assessment responsibilities, and the
assessment complies with those responsibilities, including the requirement to submit original works which do not contain:
a. plagiarised or self-plagiarised material; or
b. material or text which a third party produced through contract cheating or collusion.

3. Acknowledgement:
3.1 I acknowledge and agree that I have read and understood this declaration, and I have accessed the Student Academic Misconduct
Procedure and the Coursework Academic Integrity Policy and Procedures to seek further information where needed.
3.2 I accept that use of my JCU account to submit this assessment electronically constitutes my agreement to the declaration.

Student Signature
11/12/2021
…………………………………………………… Submission date .............................
 Assessment 1:
Advertising Creative Brief Template

Yu Nandi Oo
14039323
Tutorial – D

BX2082
Zahra Pourabedin

11/12/2021
PART A: Scenario
ADVERTISING CREATIVE BRIEF

CLIENT
XBlades Australia Pty Ltd

PROJECT NAME
Speed Demon

BRAND PRODUCT
Xblade Speed Demons football boots

DATE AUTHOR
11/12/2021 Yu Nandi Oo

PROJECT:

BACKGROUND OVERVIEW:
XBlades Australia Pty Ltd was founded by David Miers, a bio mechanist, and a former Australian Football League
(AFL) player, in 1989. The company manufactures revolutionary football boot with a bladed sole that is designed
to protect against lower leg injuries and provide comfort for the wearers, particularly focused on native Australian
sports, Rugby, and Australian Football. By partnering with leading podiatrists, biomechanics experts from Victoria
University and sport science divisions of Australia’s top universities, XBlades has become a staple in innovative
technology and design, making it a market leader for bladed soles.
However, the company was taken over in January 2016 by former Callaway Gold Director, Leighton Richards, and
retired AFL legend Jimmy Bartel. The company achieved a 40% increase in pre-sales to retailers soon after taking
the helm.
The product line of XBlades evolves over the years as the company grows, along with technological advancement.
As of now, the world can have access to products involving apparel, footwear, and protecting accessories of
different AFL and NRL (National Rugby League) clubs.

CATEGORY OVERVIEW:
The global kids’ footwear market size was valued at USD 34.1 billion in 2018 (Grand View Research, 2019). It
has been forecasted that kids’ footwear market size is expected to reach USD 59.2 billion by 2025, expanding at a
CAGR (Compound Annual Growth Rate) of 8.2%. What are the inputs to the growth of the market? Factors such
as the faster physical growth of children, parent’s interest in matching footwear as per their children’s preferences
with their favourite cartoon characters-based footwear are what’s mainly driving the market. While the affordable
price of the shoes can trigger the parent’s decisions on purchases, attractiveness of the products in children’s
viewpoints can prompt the decision as well. In today’s kids’ footwear market, the smart footwears are in high
demand due to children being intrigued by the designs on technical specifications of light and sound. These few
possible purchase decisions can also affect the growth of the market.
However, this can contradict to the market of kids’ sports shoes. The majority of the parents prefer to buy
footwear made up of sturdy material, which protects their kids’ foot from injuries (Grand View Research, 2019a).
The sports shoes are also bought depending on the various types of brands, and the type of sports the child plays.
The common trend today to catching the attention of the kids to the brand is to advertise the products with their
favourite athletes. For example, fan kids of Lionel Messi would purchase their football shoes from Adidas, since
Adidas is in contract deal with Messi in their advertising campaign.
COMPETITORS:
ADVERTISING CAMPAIGN DETAILS:

PURPOSE | Why?
The purpose of the XBlade Speed Demon advertising campaign is to launch a new product line of football boots
aimed at the junior (10 years old to 18 years old) AFL, rugby league and rugby union players.

The point-of-difference for the Speed Demon line is that it fills a gap in the market is that it will fill a gap between the
adult professional football boot lines and the current junior lines. Speed Demons will provide the high-end quality
(made from kangaroo leather) and high-tech innovations from the adult line boots, with some online only
customization available (initials embroidered on boots opposite logo). The Speed Demons will be available with
these features in child sizes only for $135.

OPPORTUNITY | Ultimate impact?

• Xblade is a relatively new player on the football boot market.

• We would like to increase brand awareness of our junior line.
• Ultimately, we would like to be ‘top of mind’ for junior players right through their development into the
professional leagues and secure market share from our competitors.
• We would like to be known as the best quality and value for money juniors football boot in the market and
be the dominant player choice for junior football boots in the Southern Hemisphere.
OBJECTIVE
What does the project work to achieve?
As the product category of junior football boots (including the Xblade junior lines) already exists it is past the
stage where informative advertising to create consumer need is of benefit.

Therefore, the current project will focus on persuasive advertising to allow for market share to be
competitively obtained for the Speed Demon line.

Advertising and offering promotions to the start of the new brand line can expand its brand awareness by two-
folds. The brand is responsible to achieve a certain % of market satisfaction according to its demands, and
consumption rates. When the market sectors are secured, the company can follow up the consumers, by
constantly engaging with them through feedbacks and surveys, reminders to further discounts, and
promotions to fill in the gap throughout the stable period. This is to develop better features and improvise the
brand traits, in the years after.

Over time, when market share targets are achieved, subsequent campaigns will move to a reminder
objective for repetition purposes suiting the junior transitioning each upcoming season.

TARGET AUDIENCE
PROJECT TARGET | Who are we trying to reach?
XBlade is one of the leading sportswear and apparel companies, across the globe, at which the brand is
targeted towards professional athletes and potential players, with the promise of bringing comfort and support
in their dream sports, and to help develop athletic potential through XBlade’s products and services. In this
brief report, the primary targeted demographics of XBlade Speed Demon products is the relatively young
players from the age of 10 to 18 years old. The brand’s psychographic marketing will be attentive towards the
rising young athletes, who value conformity, safety, and confidence.

The entire project and its advertising campaign will be solely focused on the trends, needs, and wants of the
young players of football and rugby clubs. However, given the age range, the market could feasibly be
branched into two distinctive sectors, one for kids (5 - 11 years old) and another for adolescent (12 - 18 years
old) ages, due to their different preferences and tastes with the designs.
 BRAND TARGET | Who does the brand speak to?
While the campaign addresses to the junior leagued consumers from the age of 10 to 18 years old, it should
also focus on the buyer sector of the targeted market. The potential customers who purchase the products
could also be the people who are related to the young players, such as parents, guardians, friends, relatives,
and coaches.
Another potential customer base could be for consumers, who are currently facing difficulties with other
brands, and for those who are looking for better footwear apparels.

This poster is illustrated

to persuade the customer
base with the purchasing
power, in the case when
target consumer is
unable to buy, given its
budget range.
This is due to target
consumer being teens,
without stable income.
ATTITUDE
PROJECT TONE | What traits are we trying to convey?

The project tone of the new junior Speed Demon line should bring enrichment to the energy the product may
bring to the consumers; thus, the advertising campaign should be empowering and stand by the name of the
brand. As the name “Speed Demon” goes, the advertisement should revolve around the footwear being light,
comfortable, and supportive, leaving positive brand recognition to the potential buyers. The logo should be
constantly shown throughout the advertisement to hype up the brand recall.

As the targeted range is between 10 to 18 years old, the music to the ad video should be short but with bass-
boosted beat, creating energetic sensational vibe to the audience. If a Voiceover is required to be added,
depending on the two market sectors mentioned in the project target, it is advisable to add two voices, a
young kid, and an adolescent, with an exciting and powerful tone.

As per the product’s traits, the ad should show the product features as caring, long-lasting, durable,
comfortable, protective, and supportive to the legs.

BRAND PERSONALITY | What characteristics define the brand?

XBlade represents itself as energetic, innovative, ruggedness, and the company takes pride in being the
original creator to offer bladed soles to the footwear to the professional football and rugby athletes, to
minimise the lower injuries. Similarly, the new junior line, Speed Demon’s brand traits should relate to both
the current young athletes and the athletes-to-be, supporting them through the reliability and comfort of the
products and services the brand can offer. The brand personality should be innovative, inspirational, exciting,
cool, spirited and the advertising campaign should focus on health and fitness of the products, in relations to
the young players. The footwear boots should be reliable with high end quality at reasonable price, overall, a
conformity to both the young consumers, and customers who have the purchasing power.
MESSAGE
THE TAKEAWAY | What is the key idea to be remembered?
It is crucial for the key idea of the market to be attracted by both the consumers and the people with
purchasing power. The message that the product conveys across the audience should be left with a positive
impression, therefore, it is recommended to make use of the message with a strong sense of persuasion. For
instance, the message can quote as;
“Go ahead and throw your victory shot while keeping your safety in check, with your best weapon, Speed
Demon”
< or >
“Speed, unbreakable, conformity, loyalty, and empowerment. Secure your home run with Speed Demon”
These messages help reassure the target audience with a sense of comfort, which answers their doubts and
conveys strong brand value, traits, and core benefits to them regarding their sports training, and actual sports
events. The key idea should also assure them their potential in the professional league.
 TAGLINE | prepared copy, key words, or theme

Below are the two examples of “advertising strategy” illustrated.

Brand’s Key Idea and

the message it wants to
convey to the customers

The colors to the design are

recommended to be bright
and colorful, to attract kids
and teen in general.
To boost the brand recognition and awareness, the advertising team can reach out to one of the most popular
Australian football or rugby players to promote the brand with, for example, Dustin Martin. He is a
professional Australian footballer playing for the Richmond Football Club in the Australian Football League.
The brand can produce a collaboration with the player as limited edition to boost the growth of the brand
awareness.

ESSENTIAL ELEMENTS
 Design elements that need to be included?
Target Market Images:

Boot Color(s): Neon colors are preferred, to stand out in the field and to attract the target audience.

Music:
Short but bass boosted beat music is recommended to bring out the energy of the advertisement. This is also
because teens love upbeat sounds, in terms of their tastes in music.
Logos:

Preferred positioning of items in layout:

ADDITIONAL COMMENTS
 IN PROGRESS COMMENTS
Before jumping on to advertise on any social platforms one can think of, it is essential to know the most used
social platform by the target audience, whereas in the case of launching the junior XBlade line, Speed
Demon, the consumers are teens from 10 to 18 years old.

According to Statista, the top three trending social platforms used by teenagers in Australia in 2020 are
YouTube, Instagram, and Facebook. In addition, these three platforms are globally used social platforms, and
are mostly used for marketing, hence, the fast rate of spreading brand awareness. The following graph is the
evidence to the statement.
The following pictures show how much each social platforms cost for advertising.

Average spending on Facebook a month can cost up to $1,000.

According to one of the bloggers on strikesocial, the average spending on Instagram ads a day can go up to
$40, resulting in total of $1,200 a month.

Based on webfx.com statistics, the average cost to spend on monthly ad can range from $200 to $1,500.
In conclusion, from the research, it is recommended that an estimation of $4,000 should be spent per month
by XBlades Company to reach a wider scale of users or potential customers on three of the social media
platforms.

APPROVAL & FINAL SIGN OFF

DATE CLIENT’s SIGNATURE

DATE ADUSIN Pty Ltd Portfolio Manager’s SIGNATURE

DATE Design Team Leader’s SIGNATURE

References:

Cascade Strategy. (2021, July 20). Strategy Study: How Nike Runs The Sportswear Game. Strategy Factory.
https://www.cascade.app/strategy-factory/studies/how-nike-runs-the-sportswear-game
Dvornechcuck, A. (n.d.). 7 Best Examples of Brand Tone of Voice. Ebaqdesign.
https://www.ebaqdesign.com/blog/brand-voice
Grand View Research. (2019a, July). Kids Footwear Market Size, Share | Global Industry Report, 2019–2025.
https://www.grandviewresearch.com/industry-analysis/kids-footwear-market

Grand View Research. (2019b, July). Kids Footwear Market Size Worth $59.2 Billion By 2025 | CAGR: 8.2%.
https://www.grandviewresearch.com/press-release/global-kids-footwear-market
Schaller, T. (2018, October 12). How much does it cost to advertise on Instagram? Strike Social.
https://strikesocial.com/blog/instagram-ads-costs/
Statista. (2021, September 13). Leading social media platforms used by teenagers in Australia 2017 and 2020.
https://www.statista.com/statistics/1231186/australia-leading-social-media-platforms-among-teenagers/
Tarver, E. (2021, September 2). What Is Brand Personality? Investopedia.
https://www.investopedia.com/terms/b/brand-personality.asp
WebFX, Inc. (2021a, January 7). How Much Does Facebook Advertising Cost? | 2021 Pricing Guide.
https://www.webfx.com/social-media/how-much-does-facebook-advertising-cost.html#summary
WebFX, Inc. (2021b, December 1). How Much Does It Cost to Advertise on Instagram? | WebFX.
https://www.webfx.com/social-media/how-much-does-it-cost-to-advertise-on-instagram.html
WebFX, Inc. (2021c, December 1). How Much Does YouTube Advertising Cost? | YouTube Ad Pricing.
https://www.webfx.com/internet-marketing/how-much-does-youtube-advertising-cost.html
Part B: Discussion
Board
Topic 2: Message Appeals
My contribution to the discussion board was: