Spanline Australia National Marketing
Campaign #2 2021
Production Overview
| Monday 1 March | Script approval |
| Wednesday 3 March | Animated drafts presented for style approval |
| Wednesday 3 March | Request TVC orders from franchisees |
| Wednesday 10 March | Final client approval required |
| Thursday 11 March | TAG/CAD Commence |
| Tuesday 15 March | TVC’s available for distribution |
Campaign Treatment: ‘Under a Spanline’
- Low cost production
- Bright, colourful, upbeat animated photographic elements.
- Entertaining husband and wife ‘banter’ voice over bringing it all to life
- As each line of voice over is spoken a new selection of images appears on to the screen.
- Mum then Dad, then Mum, then Dad again
- All the images appear in a ‘blue dot’, in front of Spanline Patio image
Script Sample
| VO | What would you do under your Spanline? | Blue screen with ‘What would you do under your Spanline?’ text |
| Woman: | Family lunches and morning teas. | ‘Blue dot’. containing a hand drawn Image of a group of people entertaining, mixing, having fun |
| Man: | Siestas, snooze time. A chair just for me. | ‘Blue dot’. containing a hand drawn Image of a man reclining |
| Woman: | Indoor plants, a garden retreat | Multiple ‘Blue dot’. containing a hand drawn Image of a Flowers, succulents, palms, |
| Man: | A big BBQ and bar fridge. Sweet. | ‘Blue dot’. containing a hand drawn Image of a Big BBQ, fridge set up |
| Woman: | A place to read and rest. | ‘Blue dot’. containing a hand drawn Image of “mum” on a chair reading |
| Man: | A space to build and test. | ‘Blue dot’. containing a hand drawn Image of man and work bench |
| Woman: Man: All: |
A space for life A space for fun. A space for everyone. |
Fade to blue screen with ‘patios. Carports and Outdoors Spaces’ |
| VO: | Whether you’re under the Tamworth sun, A Shepparton sky or just under the Southern Cross, you can get more from life under a Spanline | Logo. CTA. Contact details. |
Execution style sample
- Please note imagination required: Voice over will be up-beat and animated — light hearted verbal jousting, between him and her.
- Please note imagination required: Voice over and music not recorded as yet, place holder versions being used.
- Please note imagination required: Illustrations in blue circles place holders only, the final illustrations will reflect items described in the script.
Objectives
- Introduce Spanline to new customers
- Increase awareness amongst those familiar with the brand
- Position Spanline in the minds of customers as an innovative, high quality, brand
- Drive customers to visit spanline.com and contact an outlet
- Increase sales
- Build our email addresses database
- Create creative content that can be deployed across all media (TV, paid and unpaid digital, EDM, direct mail, etc)
The Insight
- COVID has created an opportunity for Spanline
- Some consumers have more money in the bank
- People are spending more time at home
- Home owners are investing in home improvements
- All our creative ideas address either the desire to ‘make 2021 a better year’ or focus on making improvements around the home
- Franchisees are wanting to put more energy into digital marketing
- Good results are being seen across all our paid digital channel
Where franchisees say they will spend advertising dollars in Jan-Mar 2021
Campaign Elements
