Cadbury Bubbly project

Brief: To advertise the new Cadbury range 'Bubbly' through user experience.

Solution: Install an interactive floor projection on supermarket aisle floors.

Visuals: Follow Cadbury's brand image, Animated bubbles which move according to the customers movements while they walk on the projection. A jump onto the projection would make the bubbles pop.

See the images below and visit the link provided for reference to interactive floor projections:

 http://www.youtube.com/watch?v=Hp9F8PwW5M8&feature=related

Reason: 

I believe that consumers should be able to have an experience with the brand, advertising no longer resonates the blatant function to just sell products in informative ways. Experiential advertising allows consumers have their own unique experience with the brand and therefore they will become more emotionally attached to the brand (based on Kevin Roberts 'love marks'/ Kathy Lo's 'touchpoints' concept). 

Cadbury has effectively moved out to generate campaigns that have generated positive attention for the brand eg. Gorrilla Phil Collins advert and Moving eyebrows Advert. The selling point is the fun lifestyle that Cadbury evokes through their advertisement. Bearing this in mind, I have come up with a concept to advertise the new Bubbly range. What better location is there to advertise in a supermarket where people can purchase the product directly? Supermarkets can be overbearing with all the offers bombarding the aisles and dozens of products are sold. It is in a way an organised chaos. To get the message across to consumers, the floor space is an area of opportunity; consumers will definitely walk up and down the aisles as they do their shopping, the shop floors is an area where there's no clutter and so this would direct people to bring attention to if there were a projection installed

Concept:

My rough visuals to demonstrate the concept...

© Kasumi Miyake 2012

 Consumers will walk down the aisle (the chocolate/ sweets aisle would be the ideal location as the product will be there)...Another way to capture those spontaneous spurs of buying something that is not on your shopping list!

Basic visual bird's eye view

© Kasumi Miyake 2012

The bubbles will move when the customer steps onto the projection. Like example images and video (see reference above) the bubbles will move away from the customer's steps.

Development of bird's eye visualisation

© Kasumi Miyake 2012

The bubbles will cover the entire surface when there is no one on the projection. Once the projection detects pressure and movement the bubbles will move haphazardly. I will need to consider the noise of the bubbles and the movement they make. Instead of making the bubbles move away from the customer, it may be more effective to make the bubbles move towards the customers. 

I am conducting a questionnaire for my research so I would really appreciate it if you could please spare some time to fill in my survey! :)
http://www.surveymonkey.com/s/TZD378C

Thank-you.