One Day Brief - Creating your own advertising campaign

Research methods:

Questionnaire – Pressure from mothers more than girlfriends.

Brainstorming – Why men don’t want to go to the doctor

‘Desk Research’ – Research through existing media – lance armstrong

race for life/rachel stevens ad

Problem is:

Men not going for regular health checkups.

Proposal:

Targeting Women to encourage men aged 14 – 45, to go visit the doctor for regular check ups.  We’re approaching this in a humorous way in order to appeal to men more.  Steering clear of the fear factor.

Why humour will work:

- Men won’t do anything if they’re nagged

- More lighthearted approach

- Less intimidating

- Something easy to discuss if a common joke is shared

- Social media could carry the campaign, appeals to younger generation aswell.

Target market:

Women in relationships, in different generations

To narrow it down:

Came up with sketches of proposed ideas, then took a vote between the group to decide on an overall winner using sticky stars & pens.  A choice of 2 were then decided & we split the group in half as we were split on what idea was the best choice.

As a smaller group we bounced ideas off one another in terms of taglines and imagery, coming up with preliminary sketches & then eventually joining forces with the other half of our team and deciding on a final idea to then pursue into the last stages of this process.  As a team we both pitched our ideas to each other and came to a conclusion to combine both our ideas into one ad campaign.  Half of our team came up with a plan for ‘trapping’ your man, whereas the other half followed the ‘superhero’ idea of ‘saving your superhero’, reversing the roles of women as damsels in distress and men as superheroes, all the meanwhile keeping the appeal to women in mind.  We selected one team member to draw out the storyboard, another to design the poster campaign and the rest of us contributed all of our ideas towards it.

We believe the strapline “The doctor doesn’t know your superhero’s weakness but you do” worked best with the message we were trying to put forth.  The visuals resembled a ‘comic book’ style with a lighthearted approach, this will be carried through the tv advertisements as well as print media.

Media:

TV/Print

Our 'Smash'ing Persona's!

After spending our morning hassling the public and squeezing as honest enough answers out of them, we had the basis to begin generating our four final persona groups. As we split our group in half  to go out to interview, we formed together once again and compared answers to reflect on any similarities and differences. By doing so, we used mind maps to jot down words and phrases that best described our chosen groups.

By coming to a conclusion of what our final lifestyle descriptions of each persona would be, we then drew out a typical profile as such for each one:

Pure dead 'Smash'ing!

This week, we have taking a closer look at not only market research, but the ways companies create it, and overall why they do it. By using 'Reactive Research' - a study of how people react and answer such experiment and surveys - we decided to look into the category of 'Personas' in more depth. A persona is when research make collected data into a representative, or stereotypical person of that target market.
Being given Smash as a product to base our research around, as a group, we had to research and investigate our own data on the matter.

We began by going onto YouTube to experience how we would first of all perceive the product before even tasting it - for the people who had not already enjoyed the pleasantries of the taste! NOT!
After conversing in our group, there was an overall negativity towards the product and advertisement. As designers and having a desperate urge to advance our marketing skills, we took a different approach, and changed our views of the product. By giving smash a chance and becoming high representatives of the product, we could maybe turn the views of others around
We generated a survey/questionaire in the form of an unstructured and informal interview as we did not have the greatest amount of time on our hands. (we thought generative tools might be too time consuming to process and evaluate).
We then identified four personas of who we thought would be a good Smash-user and began hunting the streets for a collection of:  
 
                              - Elderly People
                              - Students
                              - Busy parents
                              - Explorers

As each persona chosen has different lifestyles and attitudes from one another (or so we are assuming), we had to be careful whilst choosing what questions should go to what stereotype.
A example of answers from one of the Stereotypes are as follows:

EXPLORER :

Question1: What food do you take with you when camping/travelling?
    Answer : Alot of pasta and rice, the easier and long lasting things to make

Question 2: Do you often boil water?
      Answer: Always have to boil water for foods and drinks, mainly boiled with a 'Jet Boil'

Question 3: Do you mainly buy in cheap foods? Does the price come into consideration?
      Answer: Usually yes, but there is some necessities and treats that have to be splashed out for.

Question 4: What cooking utensils do you take?
      Answer: cutlery, bowl and Jet Boil etc..

Question 5: Would you take Smash?
      Answer: No! the taste is not great and it is way to messy when trying to cook. 

Marketing Pillow Talk

Having chosen to market pillow talk at patients in such hospitals like Great Ormand Street in London and any other known childrens hospital. As a group, we were given the task to design an poster/advertisement to present in an appropriate magazine or newspaper. Our difficulty was to choose what exact medium/publication to present the product in as the hospital patients were our main consumer. We came to the conclusion that the most interesting aspect of our product marketing, is the love, care and even worried bond between the parent and the ill child. For this reason, we decided that placing the ad in a family publication was necessary to shout out to the right audience, how our product would benefit them. We felt free Supermarket magazines was also a good medium to target an even bigger range of our chosen audience, parents and families. 

We broke down what the main selling points are - Higher percentages of families have more than one child, resulting in parent stress of trying to be at home and at the hospital at the same time. This gave a great idea for an illustration for the front of our advertisement. A split picture - half at home where the mother/father is shown reading to other siblings tucked up in bed using the pillow. And the other half presenting the child lying on his hospital bed comforted by the glow and sounding heartbeats. 'All Together in a Heartbeat' as our tag line continues the satisfied and comforted connection no matter the distance between them. 

Our final advertisement design presented below: