1. Project: Group IMC Advertising Campaign Analysis and Extension
Campaign: "Love, Scarborough"
Client: Scarborough Health Network
Agency: Ogilvy Canada
https://awards.strategyonline.ca/winners/winner/2022/?e=140986&n=Love%2c+Scarborough
Background: Why create an Integrated Marketing Plan?
This projects main aim is to gain insight into a brands advertising activities, at the same time,
this project takes into consideration other activities such as competitors advertising strategies,
advertising execution and appeals, advertising budget, media management and importantly the
creation of TV / Video and digital or radio advertisements.
Through studying a successful campaign, this project would help students to understand why
advertising campaigns are so important in a brands growth and why marketers spend a lot of
money to create unique and entertaining advertisements.
Occasionally when a campaign is performing well, marketers will extend the campaign, perhaps
by adding additional media or advertisements to the existing marketing mix. Ensuring that
communications are integrated across different types of media within a campaign supports brand
and campaign recognition. By creating two media types of campaign extensions, students will
practice communication coordination and consistency, the benchmarks of effective integrated
marketing communications.
Requirements: What do you need to do?
Assume you are the Creative Team for an Integrated Marketing Campaign launch
You have been given a selection of brands/companies and advertising examples. Your group will
select one brand and develop an IMC campaign which includes a TV/Video advertisement, plus
your choice of a Radio Commercial or Digital Advertisement. In addition to primary sources of
research, secondary sources such as youtube.com or any other could be used for helping to
research this assignment.
Project draft format - Submission will include:
PART 1: Research Paper for the chosen campaign.
1. Title Page: Include the assignment name, the company/brand name, all team members, and
your group #.
2. Table of contents.
3. Introduction:
Introduction of the companys industry and the brand. (1 page)
History of brands advertising activities. (1 page)

2. Background of the brands selected advertising campaign. (1 page)
Background of one competitive brands contemporary advertising campaign. (1 page)
4. Month and year of release of the advertising campaign, geographics of where the campaign
was released. (.5 page)
5. Reasons for releasing the advertising campaign. (1 page)
6. Advantages and Disadvantages of the campaign. (1 page)
7. Role of the advertising agency, budget and target audience: (1 page)
Approximate budget and role of an advertising agency.
Target audience and role in the marketing mix.
The unique selling proposition.
8. Advertising appeals that were used for the campaign and description. (.5-1 page).
PART 2: Create a script, storyboard, and 1-2 minute TV/Video advertisement extension.
Here you need to create TV/Video advertising that follows the same appeals and creative format
of the campaign, but by adding your own ideas and execution style.
Ensure that you apply Integrated Marketing Communications theory and practices. Your
commercial should have identical elements to integrate or match the existing commercial so that
they appear to be part of the same campaign. You are simply creating a different version to
extend the campaign. This is so the customer will have a consistent version of the brand and the
campaign message, to increase marketing effectiveness.
Group members can act (if willing to) in this advertisement, and can use animation, graphics,
background music, voiceover etc.
This advertisement should only be in English. You need to submit the video file of this
advertisement with your final draft of the project. Any copy-paste job will not be accepted and
the entire group will not be eligible for the project marks.
Part 2 must include:
1. Advertisement script for the TV/Video advertisement. (1 page) This should be created first to
help guide your storyboard and final commercial.
2. Storyboards of the proposed TV/Video and Digital advertisements. This should be created
after the script, using the content from the script but adding images to plan out what will happen
visually in your video advertisement. (1-2 pages)
3. Video recording of your commercial. After outlining what will happen in the commercial
through your script and storyboard, you will finally film your finished video commercial. For
video submission details, see Guidelines and Important Notes.

3. PART 3: Your choice of a radio script and audio advertisement or digital banner advertisement
storyboard.
Option 1: Create a 30-second radio commercial in line with your TV/Video advertisement.
Follow the same format as your TV script but consider that radio is an audio-only media.
Again, this should have identical elements to integrate or closely match your television
commercial extension to complement the campaign consistently and effectively.
OR
Option 2: Create a digital banner advertisement in line with your TV/Video advertisement.
Students are free to decide on the dimensions, imagery, call to action, and creativity.
Again, this should have identical elements to integrate or closely match your television
commercial extension to complement the campaign consistently and effectively.
Note: I want proper in detailed answer without skipping any part.