Quarter Life Crisis
Title: Quarter-Life CrisisProduct: G Adventures Group Trips
Length: 60 Seconds
Medium: Radio
Writer: Michael Irvine
PRODUCTION NOTE
The actor is a Canadian male, in his mid twenties. During the first two paragraphs he is to have a defeated, cynical tone. He will speak slowly.
After the first two paragraphs, his tone is to become gradually more optimistic. His pace of speaking will quicken, peaking at “I regained my sense of adventure”. The volume of his voice will also rise, demonstrating the excitement he feels when describing this trip. These changes are to be subtle.
FVO: At 25 years old, I was a lost soul.
MUSICGENTLE, THOUGHT-PROVOKING PIANO MUSIC STARTS PLAYING
FVO: The repetition of everyday life was slowly chipping away at my sanity. Stale coffee. Powerpoint Presentations. Trips to the dry cleaner. I was having a quarter-life crisis.
MUSICPACE OF PIANO MUSIC STARTS TO BUILD AND BECOME UPBEAT
FVO: But then I found G Adventures. After travelling to Egypt with G Adventures, I was on the road to recovery.
At the Giza Pyramids, I rediscovered my passion for ancient history. Sailing on the crystal-clear Nile river, under the scorching sun, I reconnected with nature. In a hot-air balloon, soaring high over the Valley of The Kings, I regained my sense of adventure.
And in the process, I made lifelong friends. From every corner of the globe.
MUSICMUSIC STOPS PLAYING
FVO:You too, could feel reinvigorated after just one group adventure. Get advice on your next vacation, by calling a G Adventures travel consultant, at four-one-six, two-six-zero, zero-nine-nine-nine. That number again is four-one-six, two-six-zero, zero-nine-nine-nine
G Adventures. It`s your planet. Come discover it.
Background Information
Company
G Adventures is an adventure travel pioneer offering the planet's most awe-inspiring selection of affordable small-group tours, safaris and expeditions. Their award-winning trips embrace authentic accommodation, exotic cuisine and local transport to put travellers on a first-name basis with the planet’s people, cultures, landscapes and wildlife.
G Adventures organise all of the logistics of your holiday, so you can enjoy each country to the fullest. They bring you together with a group of c.10-20 travellers (from all over the globe), so the solo traveller needn’t worry about their safety or lack of companionship.
Type
I felt G Adventures message was best conveyed through telling a short story. This ad needed to inspire people to take action. I felt that a short story was a better means to do versus having a commentator read off a laundry list of the benefits of their services.
Target Audience
Given the service G Adventures is selling, I believe my target audience are drivers and expressives.
Drivers want to out-compete their peers. In this case, that translates to travelling more extensively and seeing more exotic sites than their contemporaries. When they travel with G Adventures, the stories they accumulate will make them the envy of their peers – exactly what they are trying to achieve.
Expressive people are passionate, emotional, and dread boredom. When travelling, you meet many people who fit this personality type, so anecdotally, I believe they are our target market. There are few things as exciting as flying half way across the world, mingling with a group of strangers, seeing sites of historical importance, and partaking in exhilarating activities such as hot-air-ballooning. Hence, this ad should hopefully appeal to expressives.
The ad aims to target 20-35 year olds, who find everyday working life to be monotonous. The excitement of University is over, and the office job they landed isn’t exactly making their heart race. These type of people crave new experiences and adventure. They should have about $2000-$5000 in disposable income to spend on travelling.
Production
The voice over would ideally be someone who has embarked on a group adventure with G Adventures. Their payment would be a discounted vacation of their choosing, to anywhere in the world. This should help keep the ad more authentic, and keep costs down.
Using the same structure I have proposed for this radio ad, G Adventures could run several different spots. Each one would feature a different Canadian traveller, who speaks about their experience using G Adventures.
The music would be stock music. The purpose of the music is to provoke deep thought in the target audience. I’m anticipating that the ad will resonate with the TA, and have them feel a strong urge to “get away from it all”, and escape their daily routines.
