DSA Treatment

Advertising Campaign - Design Space Architects

The advertising campaign for design space architects is to include a short video advert to be used on the companies website and possibly on their social media pages (as stated in the client brief). In addition to this graphic images will be produced to be used on the companies social media pages and a print based advert will be produced to be used in architecture magazines. The campaign will be aimed at people aged 30-50 in the ABC1 section of the NRS social scale who are interested in custom building their own home or have an interest in the environment as these are the types of people who would be interested in having a house or extension designed by the company as they have a larger amount of disposable income than other members of society and they are still at the right age for moving house (if they were to have a completely new house designed by the company).

The video advert will have a serious tone in order to attract the audience’s attention and possibly shock them. It will follow an environmental theme, stating facts and figures on how modern development is destroying the environment. This will then lead on to the footage emphasising how environmentally friendly the houses that DSA designs are; showing various feature such as the green roof on the Highfield property or the air source heat pump and the natural materials in place at the Stone Hill property.

The graphic images and print based advert will also follow a similar theme, emphasising how environmentally friendly the properties designed by DSA tend to be in order to appeal to the target audience. They will feature a montage of images taken at the Highfield and Stone Hill properties along with a the company logo, slogan (tbc) and a short description of the company along with contact details and social media links.

To keep the advertising campaign consistent, a house style will be established to use throughout the various adverts. The colour scheme from the DSA website will be incorporated into the adverts to keep consistency throughout the companies platforms. The font used for the DSA logo will be used for the heading throughout the campaign and the simplistic font used for the main information on the website will be used to display information on the adverts.

The main video advert will be used on the companies website as well as on the companies various social media accounts (as stated in the brief). The graphic images produced will be used on social media in an attempt to redesign the company’s social media pages and make them look more professional (e.g. new Twitter banner and AVI, new profile picture and banner for the companies Facebook page and YouTube channel and possibly the formation of an Instagram page to share images of DSA projects). The print based advert will be given to DSA in order for them to publish it in an architecture magazine (e.g. Architects Journal) or a local area publication (such as the Barnsley Chronicle or S70 magazine).

A mood board has already been produced in order to collect initial ideas for the campaign and further pre-production documents will be produced in the coming weeks (script, storyboard, visualisation diagram). Although it has not been planned yet I will hopefully be taking the images needed for the campaign on Sunday the 27^th of November as this needs to be done before winter to avoid adverse weather conditions.