Posterous theme by Cory Watilo

Ryanair can make it happen.

Ryanair Advertising Brief

  • Company Name:  Ryanair
  • Project: Awareness Campaign
  • Brand Background: Ryanair is an Irish company set up in 1985 as a low cost airline. Over the last few years the competency has increased as more business saw the low cost air travel as a good business opportunity. More competition did not effect Ryanair however as they are still a growing company, however they moved from an economic service to a value for money service.

 

  • Objective of the campaign: The campaign is aimed to represent a few things about Ryanair. First of all it tries to communicate the message that it is easy to book a flight with Ryanair, no hassle just a few minuets and done. Second off all it shows that traveling with Ryanair is easy; it doesn’t take up your whole day, you can just go somewhere for just a few days or even just for part of a day. And lastly is shows that Ryanair is low cost airline; you don’t need to save up for months before being able to afford a flight. This all ads up to Ryanair being an efficient airline. 

 

  • Target audience? Even though Ryanair is a low cost airline, it is still very attractive for business people, as they really strive to arrive everywhere on time; this is a big priority for business travel. Ryanair has high charges for checked baggage, and therefor people who go on long holidays don’t always see Ryanair as a cheaper option. However for short trips and that includes business trips Ryanair is very efficient. The custom of this is between the age of 18-44 and those from economic background of C2D.   

 

  • Campaign requirements: Ryanair want the campaign to show how easy and efficient they are. They want the viewers to realize that flying is not a luxury anymore; you don’t need to plan it way in advance, but you can just hop on a plane whenever you feel the need to go somewhere.  They also want to communicate that flying with Ryanair is not just for business occasions or holidays but can be for various occasions.  


The storyboards are designed for a television or an cinema advertisement. The campaign is communicating that Ryanair is efficient and value for money airline. You can just hop on a plane for a day or two, without having to plan it months in advance. 

Screen_shot_2013-03-07_at_11
 

 

This first storyboard is called “Have it your way”.
It shows that Ryanair can make things possible, that you in first instant would think would not be possible because of cost and time consumption.

Shot 1: A couple have a brief argument; the man’s favorite Barcelona football t-shirt and he says its impossible to get a new one.


Shot 2: She then decides to prove him wrong by getting on a Ryanair flight to Barcelona that same day.

Shot 3: While she’s there she makes the most of her day by soaking up the sun on the beach.

Shot 4: And going shopping for herself as well as buying that all important t-shirt.

Shot 5: She then get’s a plane home in the evening.

 

Shot 6: And comes home to give him a new Barcelona T-shirt. This is the end of the advert with a logo coming up on the screen saying. “Hop on hop off.. With Ryanair you can”. 

 

In my storyboard i’m showing that a couple have an argument as the girlfriend threw away one of his holiday t-shirts ‘that meant a lot to him, and is impossible to replace’. She shows him that it is not impossible by flying to Barcelona to buy him a new one, whilst enjoying a bit of sun and shopping herself whilst she’s there. The slogan at the end being ‘So easy, quick and cheap it’s irresistible... Ryanair’

Screen_shot_2013-03-07_at_11

Second Story board is called “Dinner plans”.
This advert also shows that Ryanair makes things possible, that use to be unthinkable. The advert shows that because of Ryanair you can be closer to home then you think.

Shot 1: Couple discuss what they are going to have for dinner at the breakfast table. They get carried away about her spanish mum’s amazing dinners and that they both really fancy  that.


Shot 2: They decide to just go and see her and pay for the airfare instead of going to a restaurant.

Shot 3: They have a lovely traditional dinner with the rest of the family.

Shot 4: They make the most of the evening and go and see a few friends for a little party.

 

Shot 5: They get a late plane back home.

Shot 6: And sleep at home in their own bed. With the slogan on the screen “Hop on hop off.. With Ryanair you can”.