Monday, 12 December 2011

| Quick summary of the relationship between brands and tweens |

I have really enjoyed looking into the topic of tweens and their relationship with brands. Here is a summary in the book of the 10 factors characterizing the tween audience.
1. Emotions are driving tweens - and so are brands.
    A brand without values is hopeless - it means consequently that there is no personality, and therefore no way in which tweens can identify with the product. For tweens another emotional aspect of a brand is the authenticity of it. It's proven that tweens with travel miles upon miles for the brand that is the right thing.

2. They're in search of solid connections and so are looking for brand consistency.
    Brand consistency is the key to success. In this ever changing day and age we are living in, with nothing being secure as it used to be such as relationships, employment etc..tweens simply want something that they can rely and trust in.

3. Justifying the brand value to tweens means keeping product innovation alive.
    According to a study, nearly 10% of tweens associate newness with coolness. This underlines the the fact that the tween market is a fertile ground for new products. Innovation is linked with leadership, placing the brand ahead of the game and potentially it's competitors. Innovation also allows for renewal, a space where brands can reinforce what they stand for and demonstrate what they can deliver.

4. Tweens are prepared to pay the price for what they want.
    The study from this book shows that price has less and less relevance in the tween market. They buy according to customer value - which is the difference between the benefits a company gives tweens and the price it charges.

5. Tweens don't but products, they buy brand solutions
    For example, when Nestle put their name on the Crunch or the Kit Kat bars, on coffee or on Nesquick drinking chocolate, they are endorsing the quality of the merchandise, and the Nestle name becomes the guarantor.

6. At any given time, tweens are using any given channel so make sure that your message is sent at the right time, through the right channel.
    Tweens don't like to be talked at, and they expect this kind of respect, and even love, to be reflected in the brand's history. Harry Potter was at first a book, then a movie, a game, cards and merchandizing. It was all tied together around the Harry Potter brand, pushing the people from channel to channel.

7. Reading the tween mind helps you manage perceptions in a more relevant way.
    Brand audits are particularly useful when they are repeated consistently year after year, this allows the brand managers to track the progress of brands and detects for any possible threats. Tweens might not be your core audience, but remember if you start tracking their perception of your brand you will know exactly what problems it is about to face or whether they are ready to consume and love it. This shows why it is so important for companies to include tweens in their brand research.

8. No one can predict what tweens will be like in 2 years so its essential that your brand has flexibility.
   Brand flexibly is all about reading the signals in the market and reacting to them instantly. The larger the brand, the harder this becomes - the likes of Sony and LEGO can testify to this. That's the reason why it's so important for a brand is built on flexibility, so that it can survive within the ever changing tween generation.

9. Monologue is out, brand dialogue is in. Interaction is vital. Brands will need to be able to talk, listen, learn and react.
    An example was given in the book about Coca-Cola and the crisis they dealt with in Belgium. Some tweens back in the late 90's were poisoned due to a mishap in one of the manufacturing plants. Despite being the worlds number one leading brand, the importance for dialogue became clear. It so happened that the CEO of Coca-Cola was over visiting Belgium at the time, but he chose to let the local office handle the issue. This left the community in a state of uproar. The problem was not so much that the accident had happened but that Coca-Cola stayed silent and it was interpreted as a sign of arrogance. Coke was subsequently banned not only in Belgium but in several European countries.

10. Tweens only deal with the leader of the pack, so it's important to focus on leadership.
     Brands particularly in the tween segment need to reflect just this sort of leadership attitude. In the same way that tweens like to be seen as the leader of the pack at school, they simply do not purchase brands that do not lead in their field. Being a leading brand within a category is therefore leadership doesn't necessarily mean being the biggest or most well known. In fact being an unknown'secret' leader is almost more attractive among this audience, which loves to discover the news on their own and spread it among  their peers.

Thursday, 8 December 2011

Presentation Feel Good.. Have and 'APPy day!

The APP


1.Feel Good Drinks is a company that was created in 2002. Three people who were originally working for coca cola left the company and started up business on their own. Their idea was to create healthy drinks that actually tasted good. This brands image is fun, fruity and healthy and boasts their attitude of ‘no added sugar’. 

Nine years on and the company is successfully selling one Feel Good drink every two seconds. But with the aim to be selling more, two briefs have been created to work on Feel Good advertising. 

2. So to discover what the strategic issues are we worked on a few market research tools to pin point what needs tackled. We created a Perception map to view where the product stood on the market and work out why it wasn’t where Feel Good wants. This is where we found Feel Good to sit on the map (point to powerpoint) and this is where we want to reposition it...

3.This showed us that the problem lies in awareness and availability. The perception maps show our first issue that Feel Good drinks currently don’t stand out against its competitors in the market.  After constructing a SWOT analysis another issue/weakness we identified is that the public feel the brand is exclusive, it’s not easy to track down and they struggle to find shops that sell it. We'd like the product to still be the same but literally just move it along the awareness line. 

4. To learn more about the target market we handed out questionnaires to see how the public felt about the product and to see who our ideal buyers would be.  From this a third major issue was identified as it was clear a large percentage of our target audience were not aware of this product, or company even existing. After this we made up three profile personas to narrow down who we wanted this campaign to target within our target age range. So with this research done and after reading the briefs we decided to combine brief one and two. To create a campaign that raised awareness and also informed the customer who Feel Good are, what their drinks look like and that they are packed full of fruit with no added sugar. 

5. Our solution is based around a Feel Good App. We decided to take different approach to the previous advertising as we felt it was not working. We felt they needed a change from tv adverts and focus more along the lines of keeping up to date with recent technology, and so we created a smart phone app. This app is made up of addictive games that would get people talking, spreading the word and playing. Part of this app is that once levels on the game are completed, you can claim rewards and discounts for Feel Good Drinks.

6. The campaigns process. Our campaign would kick off with a series of leaflets being handed out that advertised our app with a snapshot from the game on the front, and the company details on the back, with  also  a sample of the  juice inside. (HAND OUT JUICES) The sample would be similar to what you are trying now. Feel Good juices are tasty and healthy but as we discovered, are not well known. The brief also stated that not only do people not know about Feel Good, but they are reluctant to try it without knowing what it tastes like, but the company felt pretty strongly that as soon as people have tasted it they will love it. So the solution we have to resolve this issue is by giving out free samples, allowing people to have the  opportunity to try the product and love it. The samples would be handed out in shopping malls, student unions and supermarkets. This would make the public want to know more about Feel Good drinks and find out where to purchase.  This would all be revealed through the app.
     We wanted to be careful to keep the fun, vibrant attitude of the company alive when considering this campaign but also didn’t want to make it seem too childish and put the target audience off which we think may have happened previously, so by creating an app it means that it will interest the people within our age range and they 
will feel like it’s aimed at them.

The business cards

7. Along with the leaflets we have made up a series of business cards. (HAND OUT CARDS) Little cards that are in the shape of the 400ml bottles advertising the brand image and what the bottles look like, so that people know when entering the shop what to look for. The main point of these little cards is to advertise and interest people in the app. On the back will have a QR code which can be scanned on a smart phone to receive a 20p discount of the app which will be retailing at 79p. This will encourage people to buy the app which in return will have people buying more bottles of Feel Good when they complete the gaming levels and receive their offer. 

8. The App is made up of three parts, two are games and one interactive activity. The first one shown here is our interactive activity called Fruit Shake. This allows you to pick all your favourite fruits, pull them into the Feel Good bottle, shake the mobile device and then the bottle will reveal the Feel Good flavour suited to you. Then through a GPS function will tell you where the nearest retailer of the juice is so no more wondering the streets looking for where to buy your favourite juice. 

9. This is the first game (Fruit fall) designed taking inspiration from older classic online games creating a nostalgic feeling. The idea is to control the bottle at the bottom of the screen sliding from left to right and to try and catch the falling fruit. Not only will fruit be falling out of the sky but so will evil sugar cubes which must be avoided. If a sugar cube lands in the bottle, your bottle will spill all over the screen and you will need to start again. This is to highlight that Feel Good drinks have no added sugar and to show that they are only packed full of fruit. 

10. The second game (Fruit Smash) is similar to popular games such as angry birds to appeal to a similar audience who play those games. You will be given four fruits of your choice to ping into walls of sugar cubes. This again shows the attitude of the company expressing no added sugar in their drinks. The fruits will smash into the sugar which will knock the walls down and will complete the level when all sugar is gone. At the end of each level you will be awarded apples.

11. The main point of these games is to be awarded. To receive the awards you need to collect these 'apples'. Apples are awarded when levels are completed on the two games. In fruit fall for every bottle filled correctly 2 apples will be awarded and saved in your cyber fruit basket. In Fruit Smash apples will be awarded depending on how many fruits it takes for you to knock down the sugar wall. Once 30 apples are collected in your basket you will receive a QR code that will save to your phone to be scanned at tills to redeem 50p off 400ml bottles. 

12. This campaign will gain the awareness needed to raise Feel Good's sales. The sample leaflets and will let people taste the goodness themselves and the business cards spreads the word and encourages app buyers. The App will be able to travel virally causing talk and encouragement of playing games to receive benefits. We believe 
this is what it will take to make Feel Good sales rise dramatically.

The games..

Fruit Shake

Fruit Fall (FruitFUL get it?)

Fruit Smash

The Campaign prototype


| "I believe in brands" |

Tweens these days have aspirations in life to not only be famous but to surround themselves with the right brands. Brand have almost become a religion and is high up on the priority list for the tweens of today. Times have changed since the 80's, when the main attraction of products was purely functionality, but since the 90's brand has taken over and is now considered to be far more important than function.

What is also becoming clear, whether a good or bad thing, is up to you... is that tweens now define their worth, popularity, role in the social hierarchy and their success by the brands that they wear, eat and live with. No wonder that a significant number of tweens strive to surround themselves with the best possible brands as it helps them gain the recognition and social status to which they aspire.

Tweens choose their friends by the clothes they wear, the music they listen to and the video games they play. It's all part of the overall package that creates an identity and a sense of belonging. It is sometimes said that those that share brands belong to the same tribe. Members of the tribe share more than brands. The ties that bind these tribes are not necessarily dependent on the traditional definitions of identity such as age, ethnicity, gender etc, but rather based on shared passions. And what I found most interesting about reading all this is that tween tribes are unique in the sense that they have become advocates for the brand. The members share a sense of ownership of 'their' brands, which helps market the product and drive the sales. The role of brands has been a part of the advertising agencies' long term goals -it was initially the advertisers who envisioned turning brand into a form of religion, to increase the sales - and it worked.

It's true though, having been a tween girl a few years ago myself I can relate to this, also having younger siblings I can see what it's like now and how it's got worse. When I say worse, I mean for the parents forking out the money and perhaps the demand increasing. Not so much for the companies, it has very much been beneficial for them and getting better still! It's funny how there is a social status thing related to brands, you aren't cool unless you wore something with a labeled name on it. Those whose parents could afford more, and supply them with all the brands they wanted, they were the popular kids. It was like they had it all and we all strived to be like that. And to those underdogs who looked up to them, striving to be cool again, to be friends with this crowd you had to pay money to look a certain way and wear certain clothes. It was like these kids are a walking advert..you see the prettiest, most popular kid with a specific handbag, and you just have to have one to be like them, to be accepted by them. What kind of way is this framing the minds of children today? No wonder bullying is such a huge thing these days, and hence why labeled clothing was banned from many schools to avoid this very issue. Perhaps not so much in Dundee though, I walked past a primary school to get to uni the other morning and amongst all the kids I saw two 'girls' (who looked more like teenagers) wearing the same quilted Paul's Boutique jacket in different colours..free marketing for that particular brand amongst the eyes of tweens...

The benefits this has for the branded clothing shops now is huge, whereas people never used to really care about brands before, and it was only people with money who could afford it, is out the window. With youngsters these days dressed in designer labels, brands are becoming more of a must to people, especially tweens as they are influenced easily. But it is a technique that companies don't have much of a role in themselves but it has huge benefits for them. Once tweens latch on to a brand and it becomes 'theirs' almost, all they have to do is wear it, and others will see it..want it, ask for it, and more than likely get it. Labeled clothing sales = BOOM.

So like I said throughout, whether this is a bad or good thing is up to you, which side you take... is the minds and attitudes of children growing up today more important, or the sales of branded clothing?

Monday, 28 November 2011

| Feel Good Progress |



After meeting in our team and discussing we quickly decided that we wanted to steer away from the TV advert campaign as it has been done before a few times and we wanted to create something a little different. The main issues identified that we plan to offer a solution to is the brand being unknown, the exclusiveness of the brand and the fact that it is hard to track down. The Feel Good Drinks Company are on Facebook and Twitter quite a lot and reaching people through a means of technology and since the techno age is increasingly advancing and people are getting more involved with it we thought this was the right approach to raise more awareness. So we decided that we would quite like to create an app. Many people particularly in our target age range (16-34) have iphones, ipads, ipod touchs or android phones - all of which support the app feature. The idea for the app was to create perhaps 3 games, give discounts off the bottles of juice and to inform the viewer where to buy it nearest where they are at that moment. It could also include the ingredients/calorie counter if that would attract more people (thinking more of the weight conscious females) 
We thought for the games we could create a fun one, a nostalgic/addictive one and a rip off one. We were thinking then of a storyboard...how would people then hear about the app? What would make them want to download it? We think that the company should send out reps on stalls in shopping malls, student unions, on campus' to promote the app by giving out little business cards in the shape of the Feel Good bottle with a discount price off the app encouraging people to purchase it. Also the reps could give out leaflets that will inform the people of all that is in the juice and include a sample of the juice so people can try it for themselves. The company are pretty confident that as soon as people taste the drink they will like it, so our job is just to help make that happen and so this is the way we plan to tackle it by letting people try it, for most it'll be for the first time, and encouraging them to get involved with the game and the offers that could give them by getting involved with that. The game will entice the players by being addictive hopefully and then reward the players after certain levels or due to a certain number of points achieved with a QR code (or similar) that they can then scan in store to receive a a free bottle of juice or at a discounted price. Players may be also able to play against each other through their phones and then the joint effort means they get a joint offer at the end of '2 for 1' and such likes..

One of our main aims  is to make the brand more widely recognisable and to get people to try it so that they may want to buy more. An app that is cheap people will want to download, and especially if people are talking about it, if the publicity is a success... Also free samples - students or anyone go mad for. An issue students struggle with is money...so to keep them buying the drinks at a cheaper rate they can play the game to achieve those rewards that allow them the buy the juice at a cheaper rate. But many students and certainly those within that age group that are working won't mind paying once they have tried it..hence the free sample.

So keeping up with the latest trends in techonology, and sending out the vibe that it isn't just for businessmen in Costa to drink but appearing on student campus' targets better at that audience. Also the app having the feature that tells you where to buy it nearby, then if people want it they will go to a place that sells it. At the minute it is only available in certain stores but the more popular the drink became - it may be more available in more stores.
 This an example drawing of one game FruitFall (sounds like Fruitful..get it?)


We have a few ideas for the games but until finally decided and drawn up..watch this space :)

Sunday, 20 November 2011

| Project Brief..initial thoughts |



After meeting up with my team, or should I say 'agency', last week we got together to brainstorm and come up with initial ideas for our brief. The Feel Good Drinks company actually had 2 briefs within. One of which was entitled 'make us famous' so simply in a word, awareness is what they want. Creating a campaign including their name, bottles of juice and to promote that they are filled with pure goodness. The other brief was to come up with an idea to communicate that this drink is 'fruit and not sugar'. So ultimately when people see it in the chill amongst many other drinks and competitors such as Drench, This Water, Volvic fruits etc they have the informed information already in their head to want to pick Feel Good above the others. I think we are going to intertwine the briefs.


The initial idea that came to my head was to have fruits being active and perhaps competing against sugar cubes. Then we all thought this was quite a good theme with the Olympic games 2012 just around the corner.. Even though we couldn't mention the Olympics, London etc as Feel Good is not a sponser, we could still take sports events as our theme and it would fit in nicely with everyone wanting to be more active around the time of the Olympics. Kind of like the way every local tennis club has a fresh surge of interest around the time of Wimbledon...

So we thought up a lots of sports events, i.e diving, running, tennis, high jump etc and also the fruits that are included in the drinks..apple, mango, orange, lemon, cranberry, lime, blueberry, grape, pineapple and bananas etc. We started to doodle just a number of things that came to our head that the fruit could be doing that could be quite funny... We thought of the fruits diving off a diving board into the juice doing all sorts of flips and the sugar cubes could be rubbish and actually miss the the juice....or they could belly flop in some other water... Maybe playing tennis the fruit could be the tennis players batting about a sugar cube as the ball and with every hit it starts to dissolve and disappear showing the fruits counteracts the sugar.


We also thought of the kind of things that could be part of our campaign. We are starting to think at the minute of not having TV ad's but we may go back to that...At the minute we are thinking of having a series of posters with images like the ones I described a little above. Posters are a huge hit around university campus' and in halls and a large percentage of the target market could potentially be students. We thought of giving away free t-shirts as free advertising kind of what like Domino's Pizza do and every time I see someone wearing those tshirts I fancy some pizza or I'm reminded of the Two for Tuesday offer. It's just having the brand out there that people can almost subconsciously take in. A huge part of why people don't buy it is possibly because they have never tried it, and why try something new when you may not like it..what a waste of money... Feel Good stated themselves they believe that once people try their juice they will fall in love, it's just getting people to try it. So we were thinking about the idea of creating some sort of leaflet/flyer that could be handed out on campus', in shopping malls and on the back or attached somewhere is a free small sample of the juice in a small carton form with straw, or attached in a kind of frube shape packaging. So this way more people will get to sample the juice and either think 'nah, it's not for me' or as Feel Good confidently state, people will love it and want to buy more. WIN! In this format people aren't as likely to throw it away at the next bin they come across because there is freebee's involved. Even if they didn't necessarily want the juice at that moment they might fling it in their bag for later. Even that is a success.


The company are quite technologically savvy in that they are on facebook and twitter and have quite an interactive website, also the target audience they are aiming at is the generation where they are always somehow or in someway connected to the internet quite a lot. It seems to be the way we work. Even things that were a whole mornings task before like going to the supermarket, is now all online, purely for convenience. So what about creating an app for iphones/ipads and android phones, seeing as nearly everyone within the target audience age 16-34 age group has one, that includes an interactive game that people go made for. The way Angry Birds took off. Why not create a game that is simple, yet so annoyingly addictive. Maybe along the lines of tetris but this time it's falling fruit and you have to catch them in your bottle as you move it across the screen? And also what about the ability to drag the fruits you like into the bottle and by physically shaking your phone it mixes up the fruits and tells you the flavour that is most likely to suit your taste buds. What about even clicking on the app tells you where the nearest store to you at that precise moment is that sells it. Convenient?



Word of mouth/word on the street is a powerful thing. I almost feel like that phrase should be changed now to something like 'word on the net' because although people still spread gossip by catching up face to face - a lot of that talking and catching up is done online now. Either via text, email, facebook, twitter...that is how word spreads fastest. So if our ideas can help Feel Good tap into that market more then BOOM! everyone will want some. Maybe even after reading this blog post you will feel like you need to try some so see why it claims to be so nice...

Tuesday, 15 November 2011

| And I'm Feeling....Gooood. |



So today I had the urge to treat myself to a Feel Good Drink..also because it is the brand I'm looking to create an advertising campaign for. I headed into town to Costa Coffee where I was informed it was sold. I was surprised to only find 2 flavours available in the shop, Orange & Mango or Cloudy Lemon. There were a few other similar drinks sold such as Innocent Smoothies, Johnsons Juice Co. but I noticed they were not placed side by side in the chill (if that made any difference) What I did notice about Feel Good flavours was that the Cloudy Lemon flavour was most popular. I myself enjoy cloudy lemonade so I thought this would be a nice healthy equivilent. Although I was unsure at first because I know lemon flavour can be quite tart and bitter and they plastered all over the bottle about there being no added sugar so would it be too bitter? To my delight it was a lovely taste. The bottle tells me it is 60% fruit juice and some water + fruit extracts. It is simple natural. It was maybe slightly more expensive than you're typical bottle of juice at £1.80, but not extortionate. Bearing in mind though that was in Costa Coffee...it may be sold cheaper in Tesco or Asda.

The brief said that their customers are never disappointed in the juice, it's just not very well known. So how can we raise awareness for this brand? The company seem to be full of life, humorous, cheeky, sociable, live life on the brightside type of people, the target audience for this juice. What makes people feel good? What makes people laugh? Why should people choose Feel Good? 

Meeting with my agency tomorrow to discuss ideas....watch this space...

Wednesday, 9 November 2011

| Tweens + Brands |

Forming the bonds between tweens and brands_
Real brand loyalty needs strong foundations and you need to create a strong attitudinal foundation before you can truly become loyal to your brands. To be successful in the long run, a brand must find a dimension that will give it an edge over the competition, be it rational or emotional. Establishing advantage by tapping into real emotional needs can create a far stronger bond. For example many kid's brands seek advantage through accompanying peripherals, rather than the product itself. For instance, toy manufacturers are launching state of the art battling tops in the U.S. riding on their success in Japan. Hasbro's Beyblades has its own animated television show, whole Bandai's robotic shaped Cyclonian tops come with comic books detailing each top's characteristics. The problem with this type of advantage is that it is relatively short lived and commits the manufacturer to a continuing cycle of add-ons and news - which is why emotional needs are far stronger.



How do people bond with brands? They reach a degree of attachment to it that excludes other brands from their frame of mind. The underlying causes of this attachment will be unique to a brand, but all successful brands achieve it in some way. On average, people who are bonded to a brand are nearly 10 times more likely to buy it than those who do not make it to presence.

Exploring tweens relationships with adult brands_
Kids are exposed to adult brands every day so perhaps they develop fixed ideas about what they want even earlier than the teen years. For the research in my book they looked at two particular topics: cars and fashion. When kids were asked what one thing did they most want that you're parents are reluctant to buy? 4% of 12-13 year olds said a car! This figure rose to 38% amongst the 16-18 year olds. Tweens are more interested as a whole in fashion. A minority of them claim to buy their own clothes buy the majority rely on their parents to pay for them. When asked who chooses the specific brand, however, just over half the UK tweens said that they did. The lack of control over the actual purchase can lead to frustration for some.These interests are well established at nine years old. Interest in fashionable clothes develops more as the kids grow older, but starts pretty high for girls.

Adults and kids develop relationships with brands in similar ways. While this is true of tweens in relation to their own brands, do the principles hold good when kids think about more adult brands like cars or fashion? the answer must be yes. They still form opinions and attitudes about adult brands, although their perceptions or performance and advantage may differ from an adult's. In the research collected in this book, they found out one-third of global tweens were bonded to a fashion brand. They wanted to wear the brand and had a strong, positive attitude towards it.

It's amazing these days how tweens are so absorbed and obsessed by what they are wearing and how they are perceived? Why it is they care so much at so young an age? The ever changing, constant pressure, increased awareness of self esteem of this world is to blame. Tweens seems to far more aware these days of how they look than even I was at around the age of 11..The media has a major influence. TV shows, adverts, music vids, perfume adverts, clothing ad's etc etc are pouring out and are getting absorbed by the innocent eyes of these kids at such a tender age.


http://www.dailymail.co.uk/news/article-1375398/Children-sex-television-forced-grow-fast-review-finds.html

I read this article about how parents are far more aware of the sexualisation of adverts that are around now are forcing the kids to grow up too fast. It took my attention as the ad's that were being banned were from the successful brand that I often like to wear myself, Jack Wills. However I have noticed in their catalogues as they came through my door that images such as the ones in this article were being shown and I definitely had to look twice as my mind sort of said 'are you for real?! how is this allowed?' but sure enough there were over 3000 complaints about this ad and so was therefore banned by the ASA.

This cannot be a good thing. Primark were picked up for selling padded bikini's for seven year olds. Something has got to change. It's just not right!

| University of Dundee - The Brand. |


My friend and I got together to carry out a quick brand audit of the University of Dundee. After walking around and picking up leaflets and taking photos around the campus and then putting our heads together this is what we thought. We were impressed by the continuity of the University of Dundee logo, the symbol, that seems to be plastered everywhere around campus, but this is good to familiarise everyone with it. Also all the university building names are on every building  and on plenty signage help define the periphery of the campus.

our beautiful city
We think Dundee Uni has a good image, on the latest prospectus and on some leaflets the images are of people coming together, getting along, connecting, chatting, helping and learning from each other which all sends out a good vibe of the Dundee Uni and what it can provide and give to you as a student. If it is giving this impression of a friendly, helpful environment then it is more likely to persuade you to want to go and be a part of that. What else is on these brochures/documents? Of course the Dundee Uni logo stamped on it somewhere. The more you link these positive images of Dundee with everytime you see the logo the brand trust stars to build and the more Dundee builds up this 'good image' of itself and it will persuade students to apply. You see what I read recently in The Brand Gap, is that the brand is not a corporate identity but infact the people's gut feeling and how it's defined by them. So what I'm really saying I guess is that everyone will have their own opinions but if the generic attitude is positive then the brand of the university will be built up ad become known as having a successful brand. We have come across that anytime anything is advertised within the uni that is aiming to help the students in any way it always has the Dundee Uni logo stamped on it. E.g the student services flyer about student support workers and the one about local GP practices. Not everything is 'uni' related as such, like the GP flyer, yet the uni created it to help the students of Dundee and as it's associated it therefore qualifies for the uni symbol, the logo.

collection of leaflets all stamped with Dundee Uni logo

Another aspect that we liked about the brand image of Dundee Uni was the wide variety of bright colours used. It represents the different aspects of the uni and emphasises the variety of options and help that is available. The bright colours are fun, lively, visually eye-catching and appealing. Not only was there a series of leaflets in similar style with just varying colours but as we flicked through the pages of the prospectus, an array of colours jump out at you.

same styled leaflet in a series of colours for different things
prospectus pages

What the people say_
We wanted to know whether those students at Duncan of Jordonstone said that exact title of where they were studying or whether they generalised and said 'University of Dundee' After asking a few friends and DOJ students we concluded that it largely depended on who you were speaking to. When asking a bunch of dentist students where they studied they said 'University of Dundee' and when we asked them where do you think we study? They said obviously University of Dundee, which is true but they wouldn't see us as being a part of DOJ. Some are aware of the 'art college' as they call it that is part of the university but paricularly for me on an Interior Design course they weren't aware that was part of it. They could be plain daft or there is maybe an underlying truth exposing itself there. Maybe Duncan of Jordonstone itself is not as well advertised around campus. More often than not the foreign students that were not from Scotland said the 'University of Dundee' to be more specific as to where they studied. Whereas the locals, especially students from Dundee itself know the area well and expect others too as well so they confidently and boldly say 'Duncan of Jordonstone College of Art & Design.'


We thought as a whole that Dundee was branded well, the only thing we picked up on was that normally shown was that we felt the prospectus and leaflets should not just show British white people around the age of 18. Although that is good it would also be good to show a range of ages and ethnicities just to prove that we're a university in a city that is welcome to everyone and the courses available are open to all ages. International students are encouraged as there is plenty that come to study here or even on an exchange - Dundee is renowned for that, so we just thought it would be nice to show a flavour of that perhaps on more pamphlets.

| Pecha Kucha Night. Here in Dundee |

Pecha Kucha is originally a Japanese event that was devised for young designers to meet, network and show their work in public. It has turned into a massive celebration with events happening in hundreds of cities around the world, inspiring creatives worldwide. It draws its name from the Japanese term for the sound of  'chit chat'. It rests on a presentation format that is based on a simple idea of 20 images for 20 seconds. It's a format that makes presentations concise, and keeps things moving at a rapid pace.

If it had not been for my course and this concept being introduced to us recently I would never have heard of this before let alone what it means. We were encouraged in our course to do a couple of pecha kuchas recently on our latest project to inform other course mates and other design students of other disciplines what it is we were working on and how we work to develop ideas. Not only was this beneficial to gather our thoughts but to also gain inspiration from others.

Last night Creative Dundee held an event called Pecha Kucha and had invited along a series of creative/design related speakers. These include game designers, an eco archtiects, a local artist, my course director (interior design), the director of the V&A Dundee, and a couple of graduates from Duncan of Jordonstone and more! All of which were inspiring in their own way. It is so nice to hear about Dundee coming together to become this creative hub that is deserves to be! It fits in nicely with my current project at university at the minute, I want to look into the music side of Dundee and design some sort of a musical experience to Dundee to be part of the creative hub to fit along side the McMannus Galleries, Dundee Rep Theatre, DCA etc. A place where people can connect and relate to music like they never have before. Experiencing music for themselves throughout this designed space. Due to music being a sort of universal language that many international people can relate to also, it encourages a connection to form being the local Dundonians and the international students. Through the language of music people can connect through this common ground and learn from each other. We don't have to go anywhere, they come to Dundee. We can all be exposed to more of a creative side to Dundee through music and be more culturally engaged with the world we live in.



Friday, 4 November 2011

The beautiful retail & sights of Glasgow.

So yesterday I managed to kill two [many] birds with one stone thanks to the module of Advertising and Branding. Not only did I get to visit shops and but I also got to visit friends and see my boyfriend, winwinwin!
So upon arrival we started in style by heading to Starbucks just in time for the Christmas lattes coming out - wonderful. Took some pictures of the Christmas cups and of course the all important new logo.. It was interesting to hear the reactions of fellow coursemates to the new logo. Many, if not most in fact said they didn't like it and felt it was too bare. I'm going to be honest and say I did agree - until yesterday. Seeing it on the cardboard cup holders I just felt it fitted nicely.. I'm sure all you folks out there that don't appreciate it will get used to it! Your eye will just become familiar to seeing it and the new improved look will just be the Starbucks we've always known!


A friend and I then proceeded to have a little look around a few certain shops and I just absorbed the retail environment as we walked in. Being an interior designer I was looking out for the retail design and shop layout and how it would affect me personally and the general public walking around the store and selling of the products.


Jack Wills was the first shop we entered. Jack Wills is a premium clothing brand aimed at university students. (the ones not continuously in their overdraft...) The fashion label uses the brand and registered trademark 'Jack Wills - University Outfitters' to reflect the heritage and inspiration behind the brand. The shop has quite an urban yet homely feel to the store. When you walk in the main display table is actually a pool table that they have placed glass over - pool, a game that students love to socialise round. The shop is heavily decorated in the brand's main colours with striped navy and pink wallpaper heading up the stairs. the wall is also covered in many picture frames with various photos and quotes that sum up the student persona they are aiming the clothes at. The like to set the scene in Jack Wills with displaying the clothes actually in use, so they had a bath set up filled with christmas bobbles that were pearly coloured to look like bubble and had the his and hers towels hanging next to it.... The had the bed covers, pillows and model with the pyjamas sitting on a bed with what is supposed to be a macbook. It makes the store interior look impressive and makes the products more appealing as they are seen in use and the customers can identify with the scene being themselves, or maybe how they want to look.

The Apple store is one that always impresses me. I love the minimalist interior they go for, using a lot of glass (on their stairs etc to appear to take up less room) The layout of the store is particularly customer friendly - there are tables laid out just waiting for you to touch and try out the products for yourself, get a feel for them and fall in love... Another thing I notice with Apple is the customer service - they all wear bright blue tshirts so you are sure not to miss them and there are almost double the amount of staff than customers - allowing one member to each customer almost! But that image of the brand appears well, the staff want to help and you are in there to find out as much as you can. And good customer relations and service reflects well on the company - which everyone know Apple does anyway.


Walking through the likes of Merchant City, the shops are of much higher class and designer brands. The brands you would find there are the likes of Ralph Lauren, Gant, Jigsaw, Pink, United Colours of Benetton.. Mixed in with the nice cafes and restaurants such as Cafe Rouge, Di Maggio's.. The Glasgow of Modern Art is situated right in the centre of Royal Exchange Square which many tourists would go visit and they may be the type to experience the likes of the Italian restaurants and designers. When heading into Ralph Lauren, I felt like I was worth 12p myself compared to the £70 polo shirts! The polo shirts were so neatly stacked up displaying all the colours with not a single crease - it actually made me scared to touch them! I was just comparing that image in my head with the chaos of Primark where literally all the stock is everywhere - everything is unfolded! The whole shop layout and interior screams classiness, rich colours such as bottle green and gold...materials such as fur, nice lighting.. The whole brand is reflected in the layout...the quality, the price, the image..what you see around you is what you are buying.

Then walking into John Lewis you are always firstly hit with an almightily aroma of multiple fragrances which I personally love. The interior is quite different in a department store because different shops/labels are within the one space and they just lead from one into the other without walls necessarily... One department leads into another, all the jewellery, perfumes & cosmetics, handbags etc will all be in a section together and the clothes are all next to each other so you just wander from one 'store' to the next... What I think is beneficial about this is, because it's not one specific brand that means it's not going to be favoured or despised and so you eliminate the chances of the customers who dislike a particular brand.. for example, if someone really doesn't like Dorothy Perkins because of the clothes, or perhaps a previous bad experience...the chances of going back to the store is small... However in the likes of John Lewis you just find yourself looking at all the clothes as a whole as you follow the path that leads you through the store and you find yourself stopping to look at clothes in perhaps a shop you would never normally look in, or a brand you may never have heard before so if you weren't happy with somewhere before you are not as aware of it being singled out as it blended in the store with all the sister stores. So for the brands and stores themselves this is a greater advantage by being part of a bigger name, you are bound to attract more customers.

So many shops, so much to take absorb in a shop interior, never more have I enjoyed shopping as work/studying, let's keep it up :)

Thursday, 27 October 2011

the tween train. impossible to get off.

So over the past week or so I have started to read Martin Lindstrom's 'Brand Child'. Where he has a look into the relationship between the minds of kids today and brands. There is still a lot of the book to read but I'll just make few comments on what I've noticed so far.

One thing is the form of communication. Global communication. It's fascinating to observe the shift between written and verbal and back to written communication again. For years letters were the primary form of communication, girls wrote down everything - secrets in diaries etc. Then the generation of MTV took over, where basically the idea of writing was unfashionable and reading was just plain boring! Talking dominated. Phone call chats, conversations at the local supermarket all catagorised an increasingly verbal generation. Teachers were the ones who were most at despair at the loss of the capability to write words, correct grammar and the almost complete absence of reading books. However what is interesting is this trend is poised to take another turn. Verbal communication is still alive but not to the extent it was a few years ago. The tween generation now have the option of chat rooms, video games and mobile phones - all requiring the ability to read and write. Apparently only 30% of tweens across the globe use standard language for chat, and 19% use a totally new vocabulary that is not found in any dictionary yet. But most importantly to notice, this abbreviated language is regarded as cool, if not the coolest way to communicate. It is a language that no one learned in school but it directly mirrors spontaneous and colloquial speech. And like everything adopted by tweens, it has immediacy stamped all over it.


Another interesting point that was raised was how do marketers appeal to an audience that constantly changes brands? Tween marketing is just as much about building a solid base for the future as it is about creating an ongoing dialogue with an audience that will in a few years become the major source of revenue. Many products aiming to/. create brand loyalty among the young might not have a huge market at the moment amongst tweens, but they should be laying the foundations of a relationship that could possibly last forever. An example that has succeeded in this area quite significantly is Coke.
What is interesting is that tweens are old enough to have formed clear brand preferences and young enough to be dependent on their parents. They form a perfect target group because of their ability to directly influence their parents' spending. The study of this book has revealed that a substantial number of brands purchased by parents are so influenced by tweens that in some cases they can be characterized as the primary decision makers. Consequently companies now are using tweens to communicate with their parents, thereby securing a positive place within the family. More than 50% of the product categories tested, tweens do manage to persuade their parents to try something new.

What I've learned here is that companies have to stay committed when dealing with tweens. Once you are on the tween train you can't get off. Tweens are so critical, direct, opinionated and so demanding, so that at no point will they forgive you for establishing an image in the market merely to just disappear shortly after. Once something has died in their consciousness, it's almost impossible to resurrect. When marketing to appeal to the tween market it needs to be fluid enough to prevent it from peaking or dying.
I hadn't thought of brand loyalty before being useless for tweens as they change their minds so often. Loyalty is created amongst the group which then identifies with a particular brand. This means that if one or several people in the group shifts brand (usually due to observing other tweens, on TV or fashion magazines) then the whole group will follow. Even though a tween might be huge follower of a certain brand, this would not prevent an instant loyalty shift. This lack of loyalty can be ascribed to the media which constantly define and redefine what's hot and what's not. It's a rare sight to see a celebrity to wearing the same outfit twice, they are constantly changing. And tweens want to change too.

Tuesday, 18 October 2011

One Day Brief Revisited...

Meghan and I got together the other day to discuss our idea a little further. We both agreed that our idea had legs, we just didn't have enough time to develop it. So we thought about all we had got to so far, and basically just thought a little more about the adverts and made the scenarios a little clearer. So we took the best two and thought to look into them a little more.

We decided to make them run like so:
Rule #1: How to get your grandson to the doctors.
This advert will be on the humourous side and going on the theme of a comic strip. It will show a little boy in a batman costume running round his grandmother in the living room whilst she is peacefully knitting. Then as the little boy is running past the door, the door handle catches his costume and causes it to tear slightly. He goes up and starts playing on the computer and he hears his grandma shout up to him that he needs to get that fixed! So the next scene you see her sneaking up and tying a rope to his desk chair and then yanking him down the stairs and attaching the rope to her mobility scooter dragging him along to the doctors. And then basically the boy will end up going to see a doctor and is rewarded with praise as he's told if he'd left it longer it could have got worse (which if you think about a rip and leaving it a while it does get bigger so the picture here is showing that if it had been a cut or potential pain, anything small really, it is good to get it seen to in the early stages before it gets worse!)



Rule #2: How to get your husband to the doctors.
This advert will still be on the humourous side and also formed and showed a lot like a comic strip. It will show a wife laden with shopping leaving the car with as many bags as she can carry. Then she walks into the house and finds her husband lying on the sofa (he may I point out is overweight, wearing a superhero costume that is too small for him) So he then saunters out and reaches into the back of the boot, whilst reaching in, his wife kicks him into the backside (POW!) and the next scene is her driving away to the doctors with him trapped in the boot, with a sad face and cape half stuck out the boot and billowing in the wind. It then shows the doctor with the man, and he is in his upright 'typical' superman position with a costume that fits and six back bulging in true superhero style. With the doctor telling him 'Now you've been refitted, you're ready to go dave the day mate!'
Then the last scene is superhero now standing on the roof of the doctor's surgery thinking to himself, 'I really don't know why I put this off for so long, I feel on top of the world now and ready for anything' To which then from the distance, a sudden cry for help.. Superman takes flight.

So basically the theme of the adverts would run under the theme of 'rules' with a superhero link, running like a comic strip. We thought continuity was vital to grab people attention and make it become a familiar advertising campaign for people to see not only on TV but also on posters, billboards etc..

Wednesday, 12 October 2011

TV adverts that have everybody talking...

This advert is one that will no doubt have you talking.. Never have I seen such an advert on TV like this before! I guess the approach they have taken is different, and I'm not sure I like, however is is one that is worth talking about... It's for Phones 4U, and because of it's different approach to capturing business, and not the usual image for a phone shop, with a tagline 'missing our deals will haunt you' the aim was probably not to be necessarily liked, but to get noticed, and in this competitive industry I am going to suggest that this could be quite a successful advert as I'm sure it will have people talking whether positive or negative response.
SWOT analysis - Strengths it has is that it is eye catching and talked about it, whether for good or bad reasons. Different to phone related adverts that have been before. Weakness - may trigger complaints from parents as too frightening a advert to be shown on tv infront of kids. Opportunities - a chance to reach out and attract new customers. Threats - other phone adverts of similar nature may be more attractive as it may be more suitable for family viewing.


Since I'm on the subject of adverts that have people talking, all last week all I heard about was the new Twinings advert and Yeo Valley one. I don't know if it's now cause I'm looking out for it, but these days I hardly need to watch TV and  I still am aware of people casually talking about adverts they like over facebook etc. However both the Twinings advert and the Yeo Valley one I saw last week during the X Factor. Normally I record X factor and fast forward the adverts and some of the rubbish parts of the TV program if I'm honest, however maybe it's cause I was on the lookout to take note of what ad's were on show when.



The Twining's one I think captures people mostly due to the epic song that is playing in the background. 'Wherever you will go' by The Calling is a completely classic tune and this girl Charlene Soraia has done a beautiful cover of the song which is what definitely attracts the most people. So it's not the fact that the advert is so good, as it's an animation of a girl on the waves perhaps lost, who travels through life and finds herself at the end as the water calms and is reunited with a cup of tea...by the edge of the water. Now maybe it's just me, but the advert itself doesn't make a whole lot of sense with picture alone, but with that beautiful song in the background, it seems to give the animation some sort of life and story that people connect with which  I really like. It also fits with the tagline 'it gets back to you' which I'm guessing was the stimulus for whoever created the animation. However if it weren't for the tagline being linked with Twinings, it could be an advert for anything, just because it's Twining's and there's a cup of tea at the end you know that's what it's for..but if that wasn't there it could be used for anything. So I'd say the advert desn't make you want to buy the tea necessarily just from watching the advert, but I think through word of mouth, people talking about the 'Twining's advert' as it would be labeled, it will trigger Twinings in people's minds as being a good cup of tea. So perhaps the next time they are shopping they have Twinings in their head because their friend was talking to them about the advert, and when in the tea & coffee aisle, they subconsciously think Twinings. Interesting..


The Yeo Valley advert is like a boyband music video..completely targeted and for the appeal of women, particularly female teenagers to mothers, who are likely to buy the yoghurt. I can imagine men watching the advert being completely unimpressed, but for some reason good looking farmer boys with open shirts, singing somehow will capture the woman's attention. No guesses why... I like though how the advert has this whole country, fresh air vibe, which suits the product, and also gives the impression of health which will appeal to mothers who think of themselves and their families and obviously would prefer the healthier option. It also helps that the song is annoyingly catchy, so throughout the day you find yourself singing 'Yeo Valley Naturally...' meaning just about anyone could hear you and without you knowing are spreading the advert through word of mouth subconsciously..

Signs, Symbols + Suggestive advertising

Today's lecture was interesting, some of it was recapping from last year, i.e, Semiotics. Which is the study of signs and symbols.. What is it exactly that signs mean? What even is a sign?
- A sign has to at least be a thing (a colour, smell etc)
- It must also refer to something else
- It also must be understood by everyone

I've understood that a lot of things like colours or objects don't necessarily mean anything but it's what they represent is key. For example, the colour yellow, it doesn't mean anything but it can represent the feeling of happiness. It may be associated with the likes of the sun, especially to children.
It's all about what certain things mean to certain people; denotation is the literal meaning, whereas the connotation is the deeper meaning, what is understood.
For example, a rose.
Denotation_it's a red rose with a green stem
Connotation_it's a symbol for love and passion, this is what the rose represents.

Something else that really struck me was this man, Edward Bernays. I'd never heard of him before, yet he seemed to be quite a significant character. He was the one who started the public relations field. Why is this man significant? He was one of the first to attempt to manipulate opinions of the public by appealing to and attempting to influence the unconscious. One of his most famous campaigns was the women's cigarette smoking campaign in the 1920s. Bernays helped industry overcome one of the biggest social taboos of the time, women smoking in public. Bernays staged this parade in NYC showing debutantes holding cigarettes. He created this event as news, which at first, really wasn't. Bernays convinced industries that the news, not advertising, was the best medium to carry their message to an unsuspecting public.


What I find so interesting is that fact that this man and his psychological theory could completely change the opinion of so many people and how it appealed to the masses. He shaped this mentality by letting people discover this new found desire for things they never wanted before, things they don't need. Familiar? It's definitely carried on down the years, and I certainly feel this is a huge thing in todays society. The constant pressure for the latest and greatest phone, ipod, pair of shoes etc..adverts play a huge part in that. Young girls I feel as the ones that are targeted the most, the pictures in magazines that teenage girls read, what is shown in music videos these days is definitely more sexualised than what ever used to be acceptable to be shown on TV. Nowadays, instead of the role models being the classy, elegant, well dressed women such as Audrey Hepburn or Marylin Monroe, it's now Lady Gaga and Rihanna that are plastered everywhere, who if  I'm honest are dressing quite tacky and provocative. I still listen to their music, but the pictures that are everywhere are of them in seductive poses and in really suggestive clothing, or lack of. And it's recognised everywhere in the newspapers, magazines as being 'raunchy' and there was a TV show I watched a little while back about sex ed in schools and how little teenagers actually knew, but they also did a survey with the public in a highstreet somewhere and it actually showed still images taken from music videos of lady gaga's and similar and they were asked if they thought this was a music video shown on MTV for all ages to see or porn and more often than not it was a music video but everyone said it was porn. The public were horrified when they found out, especially parents.




Anyway that was a little tangent there, but my point there was that basically these celebrities are everywhere nowadays, even appearing on TV such as the x factor which younger children will be watching..and quite frankly is suggesting behaviour that has become "acceptable", which at that age is not, they don't need to be encouraged to wear less clothes or act in such a sexual way from such a young age. It's interesting even talking to people from the generation before, parents or grandparents age and they will tell you how things really are different now.. so should these images and suggestive adverts be allowed and younger people are expected not to see them? Should they be toned down quite a bit? Is it all fine how it is? Does any of this matter at all? Something to think about next time you see an advert/picture like this, and if you think twice about it, then I'm going to suggest it probably is 'too far'...

Sunday, 9 October 2011

One Day Brief Review.

We had been given 24 hours to come up with an advertising campaign aimed at women to increase the number of men between the ages of 14-45 to go to the doctor's earlier. The day was quite a challenging one, but I did find it quite beneficial. After delegating a group leader, she split us up into different groups, to interview people, others to brainstorm to think about which angle to take the campaign, and to think about some reasons why men don't go often at the minute. There was also a group who were doing desk research collecting statistics and contacting GP's for any relevant information that could help the campaign's success.

Interviews:
Interviews was what I volunteered to do, we got together and thought of suitable questions to ask people and consulted the group for their input also before we went out and came up with questions such as:

When was the last time you were at the doctor?
Do you go for regular checkups?
Who would influence you to go?
What are your reasons for not going?
What would make it easier for you to go to the doctor?

 The general consensus from the interviews was that the men were just typically answering the questions the way that they thought we would want them to. This could possibly be from the embarrassment factor. We could have perhaps worded the questions differently to eliminate certain things and to try and get more general feedback. However the attitude I felt that most student guys had was that they didn't go regularly to the doctors, and I felt most of them were honest on that point - they really couldn't remember the last time going! I felt it was clear also that they didn't see the NEED to go early to the doctor often, they have the mental attitude that they are fine and will only go if they think it's getting serious..which is so typical, and precisely the attitude we were trying to discard. We are wanting to change they're attitude towards the doctor, so it's not a place only mum took you by the hand when you were wee and when you were really ill - but how it's important to go even when you don't think it is! When I asked a few guys the question, what would make you go to the doctor? They just seemed to reply 'I don't know', but I sensed a lot of fear aswell. The fear I guess of finding out something you don't want to because the doctors doesn't tend to be a typically joyous occasion, well so they think, perhaps not though if they went early enough for checkups!

Another thing we did find out aswell is that when we asked them who would influence them to go to the GP, it was always a female, mostly their mothers! Most would speak to there mum first about the problem although were they just saying that? Others said that they would go straight to GP....when they felt it was necessary.



When we all came back together to discuss all we had found, we had some interesting points, and we all agreed that a humourous campaign would work best for the task at hand as it would be more attention grabbing (AIDA) and ultimately and realistically if it was something funny it would be more likely to get talked about and the news would spread.. We then as a group just drew any ideas that came to our minds and posted them on that wall, I was a little disappointed in the response from this as the energy levels just weren't there. This morning went really well, especially from the interview side, and from what I heard they found out a lot researching..so I'm just not sure why there wasn't a great response for this part which I think put a dampener on the whole atmosphere..perhaps too large a group for people to feel comfortable? However we got a few ideas on the wall as people got more involved and then decided to vote using dots to see where the favourites were. This was the 'superhero' idea coming from the men thinking they are invincible and the 'lengths women would go to get their man to go to the doctors' - I think then it was this point where we split up into 2 smaller groups to develop the ideas further. Should we have done this? I'm not sure, I personally feel had we stuck together and developed the one idea I reckon we could have produced one better campaign.

I was part of the superhero group, as I felt it had  most legs. One of the guys in the group thought superheroes especially would appeal to guys as lets face it, at one stage in their life most guys have liked, watched, played with, or wanted to be...a superhero. And also because we were aiming this for women, they obviously want their man to be the 'hero' in their lives, and because it was the women we wanted to capture to convince the men, the women could almost make their man feel guilty by not going to the doctors to get checked out, they could play on the whole 'You can't really be my superhero if you don't get checked out yourself' 'You can't look after me without going to get checked yourself and until I know you're fine' etc etc..this kind of thinking. So we began to doodle some thoughts and think of straplines and if I'm honest I really liked the idea. The tagline that we felt worked best was 'The doctor doesn't know your superheroes weakness, but YOU do' This sums it up quite nicely, the superhero is the man, as secretly deep down he does want to be and certainly wants his lady to feel that he is her hero. And if a woman saw the advert, it blatantly says, the doctor doesn't know your superheroes weakness (it needs checked out!!) but YOU do! (this has a sense of intimacy as the woman is the one who knows her man best - she knows about the weakness/first signs of illness, and it's now HER responsibility to tell her man and make him feel guilty and it really is urgent to get it checked out so he can stay healthy and look after her like he knows he should..)


We decided that our campaign would be aired on TV between popular Soaps to try and get as many female viewers at the one time and then once the advert had become well-known or people had begun talking about it, we would take stills from the video's and put them onto Billboards for a longer period of time to minimise costs.


So when the other group came and showed us their ideas of 3 different scenarios to trap a man, we decided to combine the ideas to get to our final ad's, here is the scenarios from the other group..



Advert 1 - (couple in their mid 20' at home) This would be the first advert showing the woman hiding behind doors, running all over the house with a giant net trying to capture her man with her text saying something like 'it must be easier than this'

Advert 2 - (teenage age group) A teenage boy would be immersed in this computer game while his grandmother crawls along the floor, ties a rope to the chair and sneaks down attaching it then to her mobility scooter and dragging him along the road. This would have the same kind of text again as the men in the ad's have not been shown as the GP's yet its just been suggested.

Advert 3 - (30-40's married) A mother and her daughter arrive home after a productive shopping day with lots of bags. The teenage daughter asked her dad to reach in the back of the car to get the last of the bags and when he is rummaging around trying to get the last bags at the back of the boot she kicks him in the bottom and shuts the boot and his wife then drives off with him looking out the back window in shock. They then are in the doctors and the Doctor asks him why he is here today and he shows a footprint on his bottom. The same text again but the advert has progressed as the man is actually at the doctors. This is supposed to show that you should go to the doctor's for anything and everything, even the little things like getting kicked in the bottom. Obviously that's not literal, but hopefully the viewers would see the funny side.



Looking back I think we all realized this probably wasn't the best solution to combine ideas given the time we had. I personally voiced an opinion about helping to mix the situations though, for example in the Advert 2, the little boy infront of the computer could be wearing a spiderman dressing up costume and it could have a little tear in it. And the advert could show that it is even important to go to the doctor to trivial things such as a tear in the costume. Now everyone knows that a tear wouldn't stop spiderman doing his job, but this is precisely the point, even when something trivial like that doesn't effect you its still important to get it checked out. It was also further suggested that perhaps when the boy got to the waiting room there would be a whole lot of superhero figures casually waiting in the room waiting to get little things fixed and checked out. So the idea being the male, however old could see that to be a superhero to his missus/mum/grandma is by going to the doctors for the littlest of things and that it's totally normal to do so! We also thought of a comic strip look for the adverts and on the Billboards. So in reflecting back, I think we were too short of time to come up with a clear idea, I felt that we had good ideas within our thinking just not enough time to express and concise them a little neater! So I'm not sure how this could be improved next time, perhaps the team leader just needs to make all the calls and we work with what we have to create the best idea, I think that possibly would have been better, forcing all our heads gearing towards the one idea earlier than what we did, no matter how uncomfortable.

I would say that after thinking about the lecture the day before on the agency and the many roles within, we felt almost a small part of that the day after! We had a team leader, and everyone was assigned a job, and it just shows that if everyone isn't playing part of the team then the whole team and therefore the outcome suffers..which in industry is not what you want to happen!
Also learning what I have so far on market segments, is it proves to be better to aim at a smaller segment of the market to make a deeper impression and to nail it than to target a wide area and not quite capturing them well enough...Did we think about this well enough? We tried to aim at women I think mostly in relationships/married to try and convince their partners..but maybe looking back and thinking of the campaign, we started to slip and think about the different age ranges when maybe it would have been wiser to focus on the one and stick to it. The whole day was useful though, and all part of the learning curve!

comic strip