Saturday, 10 March 2012

Week 4 Review

The feedback I received from my tutorial has informed me to modify parts of my projects and has allowed me to see where I can develop my concepts to allow maximum potential to become successful campaigns.

In summary:

- can also be advertised at cinemas
- change the direct mail so that it can be shared via social media (have a QR code which will direct the audience to enter their details to receive a free bar- this will allow the company to receive information about their audience as well)
- visualise the pitch with an infographics aesthetic

- instead of targeting the mainstream smoking audience, target a niche audience so that the campaign has a more specific message.
- the campaign could consists of a poster that enables the audience to download a free app and check their symptoms?

Gift card
- the international/transatlantic idea concept is good, perhaps amazon would be a good company to use for the gift card as it can send worldwide
- the idea of personalising the card via recordable voice message makes it more appealing and thoughtful

Cadbury 'Recieve a free bar' 

This part of the campaign will consist of a poster/ flyer (some kind of print medium which has not been decided at this moment).

The viewer will snap the QR code from their phone and be directed to an online website where they enter their contact details to be delivered a free bubbly bar. The form will include a sharing tool so that people can spread the word to create hype.

I will also visualise the website and this could bring other media activities to be incorporated eg. online Cadbury games etc.

Print visualisation development
© Kasumi Miyake 2012
 I have employed Cadbury's brand colours so that viewers can immediately recognise the print to Cadbury. To capture the product, I have utilised a soft rounded and three-dimensional form to the typography to make it appear like bubbles.  The QR code helps to anchor the brand as well as making it more aesthetically interesting than monochrome QR codes.

© Kasumi Miyake 2012
 Testing with the product image on.

© Kasumi Miyake 2012
 Testing out with a light background to see if it works better with greater emphasis on the product through the contrast.

© Kasumi Miyake 2012
 The darker purple hue is more aesthetically fitting to Cadbury's brand image. The product would not need to be placed if I can evoke the 'bubbliness' of the product via the visuals.

© Kasumi Miyake 2012
By refining the visuals with more three-dimensional looking bubbles that are in the colour of chocolate helps to convey the 'bubbliness' of the product. The Cadbury logo helps to amplify the brand's image. The glowing font effect helps to attract more attention and evoke the need to attract attention like a treasure which in this context would be the freebie. I intend to further develop and refine this latest development by refining the bubbles.

If I go along with this then this may mean that I do not execute the bubble wrap direct mail concept.
Or i could modify this design to fit into a direct mail.

Bubble wrap direct mail prototype 
(note: this is just a quick prototype to explain how the direct mail concept works)

© Kasumi Miyake 2012

© Kasumi Miyake 2012

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