Task research: Storyboard Advert 1

Task research - Planning for shoots

Timed analysis 3: UberEats

0:00-0:41 An up-beat song is played in the background of the video. This song could of been used to fit in with the target audience of the advert, being the millennial generation of 35 and under.
0:00-0:00 The logo go Uber Eats in its signature green and white colours are shown in the centre of the screen.
0:00-0:04 Six camera shots of popular spots in Manchester England, are shown with Manchester being overlayed on the screen to tell the audience where these shots are from. As this ad is targeting specific regions they would want to use imagery their target audience would be familiar with.
0:05-0:07 Close up shots of food being packaged, placed in a bag and taken by a delivery man foreshadows the nature of the service being advertised to be revealed shortly after.
0:07-0:09 Modern art and unconventional restaurants are shown, once again furthering the appeal being created towards their millennial target audience.
0:09-0:13 A compilation of food preparation is shown by multiple chefs in close ups. This is a cliche in all food related adverts as this is crucial in creating a attractive and effective food advertisement.
0:14-0:16 A group of young people are shown by a small table from a mid-shot. From their appearance they seem to be young, the small table shared by four people all come back to the qualities you would expect of millennials, as they are often students living in small apartments. These features are all in place to further create the appeal towards their target audience.
0:17-0:18 A close up frame of a drink being poured with the hashtag "Your #happy hour at home". The happy hour reference has almost become a pop-culture icon with the context behind it meaning an hour of discounted drinks at bars. The inclusion of the # also appeals to the target audience who are much more likely to be using social media such as Twitter.
0:18-0:22 Another short compilation of people taking pictures of their food, alongside another hashtag, is shown from the top down angle. The impact of social media has inflamed the trend of posting gourmet and 'fancy' food onto their profiles for differing reasons.
0:22-0:24 A close up of a phone showing the menu of the a restaurant is shown. This tells the audience the nature and the variety of services the product supplies to its audience.
0:24-0:25 A short still shot showing a steak dinner with the caption "Your fancy night in is here" further telling the audience that they are able to order a vast variety of food from the service and the obligatory attractive shot of food too.
0:27-0:28 An image of a boxed salad is shown with the caption "Your healthy detox is here". This appeals to the young and healthy.
0:30-0:35 The use of technology is presented in the form of a smart phone utilising the Uber Eats mobile app. This also quickly summarises the process of Uber Eats by showing the order being placed on the phone, then the order being picked up from the store by the courier and delivering it to the person.
0:36-0:37 A low, wide, over the shoulder camera angle is used to show a room full of young adults, the largest audience of such a service.

Task research- Mind map (title ideas)

From the collection of ideas inspired from other current firms operating in the food delivery business, the name "Bon appetEat" was decided upon. The pun of the French phrase "bon appetite" fits well with the theme of the project and the food pun adds to its appeal. The target audience of the advertisement should also understand the meaning of the pun due to its cultural popularity, and because a majority of the target audience, British millennials, studied French in school.

Target audience research

Demographic segmentation from Patryk-W