Solving Problems
Testimonial Ad Development | Tusks at Dusk Music Festival
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A set of testimonial ads were developed in support of the Tusks at Dusk music festival, an annual bluegrass festival held to raise money for the elephant conservation cause. The problem in this case, was figuring out how to publicize the event in a way that gets a number of positive, life loving people to show up and join the cause. There was a need to determine the most effective way to reach the intended audience. Each ad conveys a call to action to the target audience and portrays the natural and peaceful elements of the festival and its attendees. These testimonial ads encourage love and invite happy people to join together for a great cause.
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In developing these ads, a series of revisions was conducted, each simplifying the graphic elements being conveyed to the audience. The voice and tone of the ads are genuine, friendly and direct, implying that the speakers are a part of the whole versus a corporate minority. The color palette is calming, incorporating organic and earthy colors, tying together the specific aspects of the event.
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In their book, Why They Buy: American Consumers Inside and Out (1986), Robert B. Settle and Pamela L. Alreck identify 15 needs, including "Affiliation, the need to be closely associated with others, the need for relationships." This ad uses affiliation to solve the problem of how to relate to the audience to entice them to attend the event.
To solve the problem, this ad acts upon the need for "Novelty: the need to alter routine, be surprised, acquire new skills, have new and different experiences," and "Security: the need to be free from fear." By writing a letter to the audience, they are invited to a life changing event that can help to eliminate unnecessary extinction of the elephant population.
To reach a large number of people and imply that nobody is excluded, a vast number of adjectives was developed to target as many people as possible and directly call them to the event; a unique way to solve the problem
This mock up was unable to reach the viewer on an emotional level. The logo was too dark and too large, taking away from the text. Research shows that most people do not read full copy, so the copy had to be delivered in a way that would allow for more people to read further.
To entice the viewers to attend the festival, imagery of happy people was conveyed in an attempt to portray the idea that "this could be you."