When starting copywriting for campaigns, you need to consider your audience. Think how they think, study what language they connect with and how you can use this to your advantage.
When thinking about the layout of the campaign, there are three points to consider:
– The Headline
– The Body Copy
– The Call to Action
The headline needs to GRAB your attention, entice the viewer in to reading the body copy (which contains the main information/ explanation of the campaign/ product) and then onto the Call to Action which will link the audience to the activity you want them to do.
In this lesson we looked at Google Stadia, which is a up and coming cloud gaming service developed by Google which allows users to game on the go via their mobile phones, and not have to rely on bulky consoles. As a challenge, we were told to use our copywriting skills to think of 2 ideas of headlines for an advertisement, and create 3 examples for each idea and display them on a given draft asset.
Thinking about the demographic given ( ages 20 to 50 ) I thought of two ideas came to mind for the project. The first idea was ‘Freedom/ Escape’, people generally are either studying or working between these ages, so a craving of escaping reality/ returning to a childish freedom can be un underlying fantasy. So in order to present this, I created three visuals with headlines under this idea.
The second idea was ‘Addictive/ Playful’. Gaming can be seen as a distraction of reality, a tempting addiction, so playing with this idea I created a further 3 visuals to underline this idea.
To recap, a headline needs to be ‘Eye catching’ and ‘Attention grabbing’ and consequently needs to bring the main message across and initiates an idea that the body copy will go deeper on.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”
David Ogilvy
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