Typographic Postcard

Brief for ISTD project at university. Create a typographic postcard based on a local news story.

The Lullaby 2001

Home

Aurora

Taken outside my bedroom window. 30 second exposure. Wish i didn’t have clouds in the way.

Branding

Direction, Design, Animation, Writing: Erica Gorochow
EP, Writing: Karl Sluis
Sound, Music: Michael Coffman

Feel Good – YCN Brief – Advert

So this is the final. The idea we presented our class at the Advertising and Branding Module.

Our idea was to have a Fruit Machine created for Feel Good. They can take this up and down the country to promote their drink. Had out free samples of the juice but we would also hand out over things as well. Such as Balloons, Photograph of cute animals spreading the feel goodness.

While Feel Good are doing this, we thought we could make this into our advert, showing the machine going through different cities and showing how people are happy from getting Feel Good Drinks.

We can also translate this into shops by decorating the Fridges in the style of the machine.

We also took it further, the Fruit Machine gave us the idea we can do more with Gameification and we could make apps for smartphones to help promote as well. The idea with the apps is once you collected a few tokens you can Feel Goof will donate money towards Charities. This will make you feel good.

 

Feel Good – YCN Brief – Development

So with our research over we had to move onto coming with ideas that would hit our target audience, make people feel good, get the drink well known and to sell more.

First was writing down what made us feel good.

We piled this all our ideas into genres. We also tried to do a reversal and think of what makes us feel bad. So that this drink could cheer you up.

We didn’t feel this was correct. Showing some feeling bad and then this magical drink could cheer them up. It was all a bit cheesy and felt we were lying to the customers.

We starting drawing ideas and we could make for our advert.

With a few we looked at the ones we liked and could expand on the idea more, with simple sticky notes and a small sentence to help explain how we would go further with the chosen idea.

Feel Good – YCN Brief – Research and Perosona’s

We started off doing some research, mainly about our rivals, We made up a list of the compeition. We put the logos down on a bit of paper and then asked some quick and basic questions. the competition:

• Drench
• Innocent
• Just Water
• Vitamen water

 

We asked some questions as well with the survey.

Why do you choose your choice?

What lifestyle do you have?

Is buying a healthy drink important to you?

A lot of the answers were really not surprising at all. The only thing that stood out was people didn’t take in that buying a healthy drink is just as important as buying a healthy meal. One the Feel Good drinks is at least 1 of your day.

So with some knowledge of why people don’t drink it and why they should we look at how we can people into drinking Feel Good. We also did an online survery: http://www.surveymonkey.com/s/ZPZMPWB

What makes you happy? That is all we wanted to know if the survey and would help get ideas for selling you Feel Good.

Persona’s

I am still not the biggest fan of these but we had to do it. I just feel like i already know who we are trying to approach and this is just giving us more research infomation. Here is what we came up with. We are target 16-34 year olds with this drink.

Students

Name: Gary

Age:19

Studies: Politics

Gary is always busy with his coursework but in his free time he enjoys socializing with his friends, meeting new people, going to parties and keeping everyone happy. As well as his studies, his health is very important to him so he eats healthy meals, drinks lots of fruit juices and water and loves keeping fit by cycling, jogging and going to the gym.

Young Professionals 

Name: Louise

Age 25

Louise has graduated with an accountancy degree with honours and has got that dream job that she always wanted along with a good pay check! This is her first full time job since she has left university and her prospects are high. She has moved into a luxury flat in the city centre and loves to show it off to her friends whenever she has them round for dinner. She spends her free time shopping, going to the gym and reading a good book in the park on a sunny day.

Young Parents

Name : Sue

Age: 27

Sue is a full time mum living in the suburbs with her husband William and there 1 year old son Jack. Sue lives for her family and makes sure that Jack grows up to be big and strong by cooking healthy meals for her family everyday. She also enjoys showing of her culinary skills to her friends whenever she entertains as well as sharing baby stories with them.

Single but busy

Name: John

Age: 30

John is an electrical engineer who lives on his own in his bachelor pad in the inner city. He tries to be healthy apart from the occasional take away and a few pints with his mates down the local watching football. He would like to meet that special someone one day and pursues this by applying to dating websites.

 

Consumer Kids – Block 2

As part of the Advertising and Branding module, we have to pick a chosen subject to write about. I decided to look into Consumer Kids, A book i have been recommended and I am quite excited to look at as I have a little niece who is coming up to 5 years old now and i can see her developing so quickly and she can use technology really well dispute her age and learns a lot from her cartoons on television.

I have started to read the book Consumer Kids by Ed Mayo & Agnes Nairn. Published in UK by Constable, Copyright 2009 Ed Mayo & Agnes Nairn.

How big business is grooming our children for profit.

Children are very imaginative are can make great sales people, they have a huge network of friends and you will often see a chain reaction. If one person has this new toy, their other friends have to follow this trend. Now imagine that business can use that power, friends of friends buying products that they all like. That equals a lot of business. So how do you get these children to start buying your products. Well truth is businesses already hire young children to help sell their products.

In 2007 a company called Dubit on behalf of Mattel actually did this. They have hired 7-11 year old girls up and down the country to help sell the Barbie Girl MP3 player. They gave one girl a free MP3 player but in return she has to help sell them on to her friends. She would have been hired from the Barbie Girl Chat room, the idea is to get her talking to her friends and making them join the website, buy their products and so on. Children can make great salespeople. Even though she is 7, she has to blog about her new mp3 player on her favourite websites. She even has to take photographs of them selling the product to here friends as she is on a payment by results scheme. Sounds hard to believe but it is true.

Liam who is 16 said “The most effective marketing to young people is by other young people”. Since doing this module I can really see why this makes a lot of sense. I have been talking to students a lot recently and talking to them about the products I know and they know we seem to communicate really well. It’s not like talking to your Grandad about the latest Iphone, him trying to talk to you about the basic features that you already know and so on. People on the same age level or similar interests will make much better salespeople.

Children make great subjects on the matter for advertising. All children are encouraged to want, to buy, to drink, to collect, to snack to grow up fast and get spending. Looking back when i was younger i can totally see this now. When i wanted the latest Pokemon cards i just had to have it as everyone else did. I know it is silly to say this now but it was important to have the latest and greatest to your friends. I feel pretty bad for making my parents get me all that junk.

In todays world there is a lot of pressure on children from advertisements. Think how times there are adverts around us. Buses, Tv Channels, Radio, Internet and Junk Mail.  The average age for a child to get their first mobile phone is now 8 years old. That is pretty ridiculous, (my view). This is where the parents seem to come into place, they are the ones giving them pocket money, buying them products that they must have because everyone else has got one.

So what does this mean to companies, well recently children up to the age spend roughly £12 Billion of their own pocket money or part time jobs? £1.53 Billion is spent in shopping centres, clothes and shoes for example. They eat and drink about £1 Billion on snacks and drinks. £860 million on sweets, soft drinks, crisps and snacks. I expected more in that section as that is what i hear most about in the news for children is that they are not eating as heathy as they should. Back onto money, $440 million is going on music and a further more £340 million going towards Computer Software. That £12 Billion sounds nice to companies now doesn’t help? I am sure they would like to get they products into it.

This is not just the UK and the USA, this is happening Global. Think about China, the newest consumers under the age of 15. They are 312 million of them that are wanting and needing food, snacks and the latest toys. They are advertised from all angles. Billboards, posters, tv, radio, clothing, lunch boxes, websites, stores, radio etc. “This new global generation has a world view that their parents generation never dream of, has access to better healthcare, better education more and better tours and electronic gadgets and not only a wider choice of careers to aspire to, but choice, full stop.”

Well it is clear how they have money and how the will spend but how are they targeted. Once piece of research conducted by Ed Mayo & Agnes Nairn revealed 85% of children’s websites collect personal information. This includes email address, address, postcode, city, country, date of birth, gender and age. I have been on sites like this and i try to avoid filling in too much information. Sometimes they are compulsory so a child will most likely fill them all in.

Take an example, a girl is trying to find a website of her favourite toy, she is not sure what the website is so she uses Google to help her find it out. When she enters search, Google will match up tags and display similar links and sponsored links that may be what she or looking or the competition. Then when she locates her website she is finding. She might even sign up to play all the games and access more like wallpapers and so on. So she has to sign up with her email address and most likely some personal information.

There is a real danger to children who have access to the internet. Clicking on links and advertising “WIN”, “Free £5”, “FREE”. All these I see on a daily basis and I know that they are not free at all. To children they are most likely going to click as they are not as aware of the dangers yet. I mean how many times have you been on one site and all of a sudden you are on a different website all together. You close it and their are adverts behind your Browser windows. It is really simple and easy for internet companies to advertise to you. Sometimes they are adverts that don’t even come up near your search or website. I remember talking to a friend of mine and he was inserting search tags into the website he was making. He told me even though that none of these tags offer what the website is giving it still creates traffic to the website. Thus making more people look at it and maybe in making them into customers.

Pretty interesting documentary I have found the other day as well. Won’t let me post the video so here is the link: Consumer Kids

 

Feel Good – YCN Brief – Brainstorming

With knowledge of where it is on sale in UK and knowing that we need to appeal to 16-34 year olds we begin to start developing ideas. First thing to do is a quick brainstorm of the product and what we know about it.

With a quick storm we came up that the product is fun, natural, fruit, water tasty and no added sugar. Something that states in the brief.

Next up was a SWOT analysis of the branding.

Then next up was quality and how healthy the drinks are.

Then was onto price and quality.

Then we ended it with an ANSOFF matrix to help determine we were and the brand could go with this new campaign.

We figured from the ANSOFF matrix that there are a few problems such as a very crowded market. Since there is a crowded market their is a problem. We feel that every other competitor are trying to do the same thing. They are all advertising the healthy drinks when the majority are not that healthy. A lot of them are doing the cute cartoons, makes you feel happy and its all natural and just made with fruit. We realise we have to get away from this and stand out from the crowd. Take the rival Innocent smoothie. They have fun little cartoons about all the fruit being animated and don’t take themselves to seriously. The back of their packaging is pretty funny to read to be honest.

Feel Good do have adverts but they seem a bit childish, with their Gnomes and stop motion, they website is also a bit childlike with being able to draw a doodle.

We feel to stand out and appeal to more mature buyers we have to change the look and idea of Feel Good Drinks.

Feel Good – YCN Brief – Introduction

We have started to look at the YCN briefs recently and have chosen to go with the Feel Good Drinks Company brief.

We went with Brief 1:

Make us Famous.

Create a campaign that communicates 3 simples things: our brand name, what our drinks look like and that your drinks are choc-full of natural, tasty, fruitiness. And do all of this in a way that is unique, memorable and makes people laugh.

Our first object was to go out and see if it is on sale in Dundee, to see what it looks and tastes like.

We struggled to find it in many shops around here but that doesn’t mean it is like this all over the UK. It could widely available in London for instance. This also gave us a look at the competitors and see how they compare for looks and pricing.

 

With some secret photography we managed to get a small picture of the drinks isle. In the brief they are wanting to aim at people who don’t mind paying that little extra so some feel goodness. So pricing is not an issue as it is only a little bit more expensive.

The target audience they are aiming for is 16-34 year olds.

The only store we were able to find it was in a small costa. They also say on their website that their Cocktail drinks are only in sale in Sainsburys.

If the product was more known to the public then there would be a demand for it in shops and then can sell it more variety of shops. It is not only advertising to people Feel Good would have to advertise to retailers.