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 :)