Learning Activity – Having fun with brand identity

23. October 2017 Uncategorised 0

Design strategy takes form in life

Watch the movie “The Greatest Movie Ever Sold” (The official title is “POM wonderful Presents: The Greatest Movie Ever Sold”) and answer the following questions:

Having fun with brand identity                                2 days
  1. Do you think the movie provides insight or detail into what drives product placement in entertainment?
    If so, what have you learnt from that? If not, how would you change aspects of the movie to reflect insight on this?
  2. What have you observed about presentations of visual strategies/brand identity?
  3. Let’s consider this movie as a form of research. In other words, it was done to see what the effect of branded entertainment would be, a case study of sorts. What are your findings? What have you learnt? What has changed your pre-conceived ideas? Do you think there’s relevance in this case study? How could you apply your observations in real life?
  4. From the findings above (question 3) imagine that the international coffee brand, Starbucks, is your client. Give one complete strategy for a small activation campaign to advertise Starbucks on aeroplanes. Give one idea of how you would do this, by following the 5 steps of the work process. To guide you, follow the points below and do a write-up of your idea as well as the steps you followed:Conduct research – you can visit the website http://www.starbucks.com as part of your research. Also think of quick research methods, such as surveys done on family and friends.Clarify the strategy – Once you’ve conducted quick research, do a write-up of your findings and create your own brief.Design the identity – Here you do not need to go into lengthy design, but create sketches of your ideas and remember to think about the movie for inspiration.Create touchpoints – As this is a focused campaign, you may have one touchpoint only; describe how you would activate your campaign using this touchpoint. If you need to, you may do sketches that would aid your communication.Manage the assets – As this is not a prolonged campaign, briefly describe how you would use the possible outcome of your campaign for future use. Also state what your follow-up steps would be to strengthen your message. For example, you’ve done research and decided to give free vouchers along with every boarding pass handed out. How would you collect feedback from consumers or how would you communicate to them at the airport, on the flight, etc. to support your campaign?

Due dates

All assignments must be uploaded onto WordPress by the end of week 11 of Strategic Design. (The final deadline is Sunday at midnight.) 

Resources and equipment (for this week’s learning activities)

 

1: Even Tarantino tried to get product placement in couple of his movies, to get funding. In that case “Dennys” declined. There where also other examples of how products were moved from a movie. Because the director wouldn’t change a scene to include a product. From this I can learn that product placement business I powerful in the entertainment business.

 

2) Companies that was asked to participate in this movie, and felt that the movie was not “good” for their brand, declined to take part in the project. If the movie didn’t comply to their brand strategy they would not take part in any way. Those who did take part demanded that their brand was portrayed in a certain way to comply to their visual strategies.

 

3) I’ve been aware of product placement in movies for a while. The James Bond movies for example have done this a long time, with its watches and the use of Aston Martin, BMW cars etc. But it has really taken off recently, and there’s barely a production without some sort of product placement. In real life, this tells me that if I am ever going to make a movie of sorts, I would contact manufacturers of products I think could benefit from being in my movie, and ask them for funding’s in exchange for product placement. And the sports world have been using sponsors “forever”.. 

 

4)

Conduct research:

Everyone knows that Starbucks Is a big and well established coffee brand. I visited their website, and from what you can see right away, is that this is all about liquids like coffee, tea, and coffee. It is the coffee that they are known for.

To conduct proper research for this task, since the campaign is going to be on an airplane, I believe that you could do research on the airport. Maybe there is a Starbucks already at the airport. From which airport is the plane going to go from. There could be a survey on the coffee shop at the airport, asking customers if they would like to have Starbucks coffee on the plane. There could be a survey on Starbucks Facebook page, asking customers to join in, in that way they would get direct feedback from customers already following them, and I guess that that is customers that like them, that follow them.

I think it is important to ask the customer what they want to achieve with their campaign. And because this is going to be an active campaign, it has to interact with the customer. The budget of Starbucks I guess is really large, since they already are a big company, so with that in mind, there is a lot I can do to create this campaign. But let’s pretend I have talked to the right person in Starbucks that is responsible for this, I would then ask a lot of questions about what their message is. What do they want to convey with this campaign. What are their expectations, is it a new type of coffee that they want to brand, do they want to have more customers in their shop, do they want to advertise for their web shop. Who are they targeting, and in this case I believe it is busy people travelling, maybe business people. All of this would come to an answer after the customer meeting. They already have a big brand, and the campaign has to fit in style with their already existing brand. Maybe the company has done their own research? So after my meeting with the customer, I have found out this:

– They have a big budget for this active campaign
– They want to target traveling people – typical business people, that travels a lot, and of course coffee drinkers.
– They want to convey with their campaign that they are the leading coffee company, that tastes the best, and that you get quality for your money, and that they are not that expensive, but a modern brand, that is “cool” and “hip”. Because you have seen famous people drinking coffee from Starbucks.
– They have done their own research with surveys and asking customers directly, if they wanted to see more to Starbuck in the traveling industry, and the survey came out that there was a lot of business people that wanted their Starbucks on the go, and especially after they had landed at the airport.
– They want to have their active campaign in an are where there is a lot of Starbucks coffee shops, and now they want to expand into a different area of the country, this is the ‘X’ place. The plane is going from an existing area with a lot of Starbucks; this is the ‘Y’ place. So, their plan is to get more customers from ‘Y’, do buy their coffee at ‘X’ after landing. So, in this case, they need to have an active campaign on the plane, that tempts the travelers to pick up their coffee at ‘X’, and in this case, it is the new Starbucks coffee shop at the ‘X’ airport.
– By having this campaign they want to expand their audience into this new are ‘X’, before targeting other areas, so this plane is an established route, that goes frequently, maybe up to 12 times a day. This campaign will also work from ‘X’ to ‘Y’, in both directions. The trip is not that long, it last 1 hour.
– They have a lot of already existing competitors at the place ‘X’, that have been established for a long time. And the new Starbuck have only been there for two weeks.

 

Clarify the strategy:

My findings is after that I have analyzed the companies own existing research, is that there is a need of expanding the marked to the ‘X place, because the people from the surveys have said that they miss Starbucks in that airport, and that they want to buy more coffee, if there was an ideal deal, than they would pick up their coffee from Starbucks, instead of other competing competitors,