Recently we were asked to team up with photography students within the college to come up with a solution for a choice of briefs, which would result in an end production & presentation to 'clients'. After deliberation we decided to approach a campaign which aimed to get consumers through Marks & Spencers doors, despite the current financial climate.
Truth be told, The key research finding came to me amidst a flurry of figures in researching the outgoing production costs of the average television advert, believe me, I am atrocious with numbers, but for a few days I was surrounded by calculators and print outs figuring out how to save money whilst still retaining the class of M&S existing advertising campaigns.
Then I stumbled upon the emissions figures for the average tv per household, what was discovered left me in a state of excitable frenzy, It was so simple to cut the advertising costs by millions (shaving thousands off the advertisement production, food photography, lighting, sound recording & endorsement costs alone) by simply doing nothing.
As you can expect the response when questioned at the beginning of our presentation to our proclaiming we had 'done nothing' was one of absolute confusion, But with the delivery of the facts that regarding consumption and emission costs, and the reductions showing a blank tv screen for just 30 seconds at a time can have on the average national electricity bill, It was only right to see jaws drop.
Anyway.. heres the rationale if any of you are interested in how it all works!
" - The solution we have provided to bring your plan A ethos into both the execution and expenditure of television advertising production, Is based upon saving energy & reducing emissions per viewing household.
- With the average household running 3-4 tv sets, each over an average period of 5-9 hours per day (allowing up to 36 placement possibilities per day), viewing figures rest at approximately 43’396 per week, totaling an average amount of 2’286’180 viewers per year.
- Our plan to save money through this is based upon the light emissions from a standard tv set (uk average being 21” crt/lcd) A tv set showing a black screen, emits only 9 kw/h whereas any light being emitted boosts this figure to 128 kw/h.
- By showing a blank advertisement, we effectively save £4396 on national electricity bills per week, averaging out at approximately the same per store each year, allowing viewers to have a little more money to spend on your luxurious products.
- Additional savings come via reduced production costs, with the average 30 second advertisement costing around £140’000, paired with primetime placement costs of between 1 and 2 million per year, further reductions may come in cutting celebrity voices on the advertisements, in favour of using staff or colloquial accents instead.
Sources – barb.co.uk
Ukpower.co.uk"
