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week 15

“If you were tasked to create a viral marketing campaign for your live client, what will be the concept and steps you will take to make it a successful campaign?”

Given a brief, we will need to do a background research on the brand identity, do a market research on their target audience find out what is the causes and problems, it can be from some people who might not know the brand, interesting content might pop out, then find out what are the issues and insights gotten. And creating an idea that can solve the problem that they are experiencing, therefore that big idea will become a campaign. Needing to come up with a good concept that can relate or inform, and the visual that are shocking, different from what the usually see, it will then catch they eyes of the people. Also copywriting is the second part of the visual, which will explain to them what it is all about, and always putting a call-to-action so that they can visit and understand more.

This is the things that build up the base, and no matter who the target audience are, making a viral campaign needs everyone not matter what age they will still be a part of it and a viral video always comes out of the blues, things that they don’t know, unexpected, making them want to share it around, and when one shares it, more and more people will share it. Making people want to be a part of the viral too!

O&M!

Visiting Ogilvy & Mather opened my eyes for advertising, and the talk just made me nod my head through, cause what he, Mr Melvyn said, is all the facts that are shooting right through my weak brain. The company is really pretteh!

They shared different works that they’ve done, talked about how they progress to their final outcome, which is really awesome, truly inspiring, Also the satisfaction of the outcome for each project is what makes everyone motivated. It’s a long tiring journey but it’s worth it to see your works shown in public! Mr Melvyn said, in a group, trust and communication is a crucial thing, and then I look at my group, it’s a whole new story. kinda sad

I really really really like the twitter video that they did. /didn’t know what question to ask couldn’t get it sad/

Even if it’s just a short video, the impact is so big, it gave me chills, the sound, visual, plot, is so amazing! REALLY LOVE IT, BUT I’M SAD I COULDN’T GET THE POSTER. ARRGHHHARGHHHARGHHHHH.

i also want to do something like this

He gave us so tips on pitching, it’s one of the most important time, the time to sell the ideas to the client. And before pitching, we need to rehearse and rehearse till we are familiar with the content and prepare questions and answers for Q&A. Also, he said doing a project is like a continuous FYP in school, and sooner or later we’ll need to test how suitable we’re able to be in this industry, but it’s always a different experience for different project, we’re exposed to more things, and seeing things from a different perspective (like what Xander said when he’s presenting).

The other speaker Augus, Ping and Xander talked about how they come by and cope with the things, it’s really interesting, and also the background they are from is also surprising! It does motivate me somewhat!

During a Q&A, I can't really remember that question, but I remembered the answer, is that the ideas are really simple, it’s not complicated. I was pretty shocked! Overall it was one of the best visits, the talk was not boring at all it was really eye-opening, and it does motivate me~~

BCS INTERIM

Didn't do so well when presenting, even though our team is the last to present but the nerves just got to me, and I just said what I've got in mind. I've tried really. The feedback which was given to us, is not that bad, direction of the idea we thought of is fine, just that we need to refine and focus on the things we can actually improve and exclude things which are not necessary like mascot or expanding on the ideas like the workshop etc, the art direction is too exclusive and fashionable (more towards fashion instead of Naiise). During the presentation, we realise that they want to not only focus on The Cathay but the outlet too. Our ideas can be improved to that direction and changing the art direction to be less exclusive and more approachable to everyone.

Tiger Air

#1 What is the insight behind this campaign?

The insight behind this campaign is, airline tickets are too expensive for those who don't travel a lot in Australia, and people are ashamed to choose TigerAir.

#2 Research online and elaborate on what is the objective and campaign strategy behind this video trying to achieve for the people in Australia?

The objective is to increase the airline revenue by 5% over 6 months. Attract 50,000 customers to our database and make the campaign cost neutral in the first 6 months. So the idea was to take frequent flyer club a cliche and expected things and flipping them to create Tigerair Infrequent Flyers Club to spice things up a little. A service platform that rewards people who hardly fly at all, with almost nothing to at all.

Their strategy was to make cheap badge of honour. Many Australians who chooses to fly with Tigerair are ashamed of their choices. Needing to make the statement more less about how one much one can afford, rather than a statement about how smart you are with your money. Their strategy would be, making flying Tigerair something not to be ashamed of. Also reseting the customer expectations about what to expect when they did fly with Tigerair.

The infrequent flyer club is essentially a customer relationship management (CRM) platform that allows Tigerair to keep “infrequent flyers” up to date with great deals and surprise and delight incentives to travel to a number of popular destinations across our network. An integrated marketing campaign including You Tube, out of home and radio advertising, social media, airport advertising and on plane activation will drive traffic to the website and encourage membership uptake.

Tigerair offer a system where you earn no points, are alerted about deals and can choose your own membership. Customer can choose from 18 levels – Hipster chino through to triple emerald sapphire ivory and level beer. Once chosen the level and registering online simply print off the card and you’re in! Any airline can have a frequent flyer programme but it takes a special airline to think about the people that do not travel by air so regularly. There are no lounges or preferential treatment and you don’t earn points to be rewarded. Best of all you get to choose your own level of membership.

#3 Do you think this is a successful campaign? If the answer is Yes/No, support your answers with relevant understanding of what makes a good successful campaign.

I think that the campaign is really successful, the effectiveness and the results shown is remarkable. With the Infrequent Flyers Club living online, members could easily share their membership and other campaign elements. PR, social shares and direct response display advertising collectively drove sign ups to the club database that now total over 500,000 members - far exceeding the original goal of 50,000, $2 million in direct sales in the last 3 months, left a huge impressions on theirs 45 million target audience (both online and offline). Tigerair's first profitable quarter in 5 years.

The campaign sparked a re-appraisal of Tigerair amongst a sceptical and doubtful bunch of audience while they are also driving the sales up. The campaign delivered in its first year an annualised ROI of 229%. A brand that people once loved to hate, and only flew as a last resort, has become something people are buying into.

What made this a really good campaign is that, they changed the mindset of what people originally thought was skeptical about the brand, not only gaining more trust from the people, How they made the ads to convince the audience is also and important key, that will leave a huge impressions on to the people minds.

NAIISE.

What must I find out with my team in order to do a good research about live client?

For this CA, my team and i need to execute an out of the box idea for next GSS sale 2017 for NAIISE. We need to think of a really good copywriting because the client wants us to deviate from the usual and common sales idea. This will be really tricky and a challenging task that we will need to overcome and wreck our brain for. We will need to research more on the different types of sales design, and NAIISE wants to bring in more new customers to the store, and to do that we will need to publicise their brand locally and internationally. Needing to research more about NAIISE aesthetics and style, and what people want to see, we could do a survey to gain more ideas.

List down THREE important considerations that will help the team to ace CA3 well.

Communication, our communication is really bad right now, because we all don’t know each other, so we really need to buck up. Sometimes they don’t really share what they are thinking till someone ask. Hopefully it get better..

Out of the Box, Originality is really important for this, trying out new idea and experiment the different ways of executing the idea.

Confidents, we need to be confident in what we execute and sell out our idea to the clients. Finger cross that i will make it. Also this is a teamwork, we may not know each other well but still, we will need to learn to understand how each of of us have different style of work and characteristic.

#LAST

Throughout semester one since April 21, elaborate and share THREE crucial learning outcomes acquired from Module BCS that are vital to your knowledge gained as a young designer. Explain why do they matter much to you as an aspiring designer.

The most 3 crucial thing i’ve learnt;

- communications, no matter if its a video, poster, campaign, ad etc., an advertisement that can communicate well to the audience, and they gets the right message, it’s a good advertisement. Having body copy and headlines helps the ads visual to even much convey what they want to the audience. As well as the ads need a good communication, the group too! hahah.

- emotions, grabbing people emotions is one of the most crucial things that i found is the most important. Ad that could bring reminisces or even trigger how they would feel would most probably let one think of the product. Rather than information, emotional responses to ads are more influential on a person’s intent to buy than the content of an ad. Emotions to drive connection and awareness!!!

- purpose, knowing the purpose of the product gets the work going! Researching of the product is important, really really important, this helps to bring out what the company wants and also help to promote their brand identity to the vast variety of people. When we learnt and know about the purpose of the product we can start to ‘tapp’ on what group of that we want to help/attract.

BCS taught me a lot and it enable me to place those skills and knowledge on different the projects that we’ve done, and also on our personal work. Working with different people, i’ve gained a lot of insights, and viewing ads in a different perspective, even thought is tough and tiring, and it does use up a lot of the brain juice.. it has open my eyes!!!! Even if the final product doesn’t look that good, i still think that the process of it it really fun. Theres still much more too learnnnnn!! AAAHHKK! Advertising serves everything from politics to social consciousness to get across a message!! :9

#13 - INTERIM!

1. Shuxian Team - Im pretty blown away with their work, they left a pretty pretty deep impression, their photoshop was on point! The OOH that they’ve done is very very cool and well done, this would raise the attention of people to look at it, but if i plainly look at the the ads i wouldn’t know that it is also raising campaign for the shark but for a cosmetic. But using lipstick and the meat would leave a shocking impact on people!! Two thumbs up for them!!

2. KarYan Team - I like how theirs is different from the other group, using chopstick isn't quite a simple task to take on, cause it comes with just a colour and it’s an everyday product, and having and expiry date(?) Their scamp was really well drawn as i could imagine how the outcome would be like. And it would most likely raise the peoples attention to go an look at it!!

#12

Share your experience at the “SCAMP WAR” – How did you enjoy it? The scamp war is definitely fun! Using simple icons, things that represent the word and convey it to them, so that they would quickly get the rough idea of the concept is. Within minutes a rough sketch would be done, it doesn’t have to be perfect at first.

Express the importance of allowing someone to catch your concept quickly through looking at your sketches/scamps? Sketches/scamps helps one to visualise what s/he have in mind, and drawing it into a piece of paper so that you can get a clearer image of what you want and later enhancing it through the process. Sketches/scamps can just be a rough but they need to sketch it into reality, so that the person looking at it gets what the the sketch message conveys and understand whats going on to the layout and placement. In many situations, it will helps to reduce cost and time. SCAMP can be learned, with the basic skills learning from lines, shapes etc and moving to things that we see everyday.

What are the possible pitfalls if a design project was done without this process of providing scamps or sketches? Without this, it will take a longer process to convey the message, cause it will be verbally spoken, or images is needed to be find for them to visualise the final outcome, how things will be placed. Having it on a piece of the final outcome, gives them the idea of what to do, and if it’s all separated and all in the mind, things might change and the process of things would slow down a whole lot.

#11

What did you learn about ART DIRECTION from today’s activities – were there any challenges faced and how did the team rectify it? Aside to that, how did you contribute as a team member to the creative team?

Activity 1: Poster Analysing!

This advertisement poster was the first activity, getting into our group we are tasked to analyse it. (The whale another version.)

How is this advertisement poster executed? Using both DI and photography. Why is it being done like this? The hippo shows that the thumb drive could hold a huge capacity (1TB) of memory, and zebra was incorporated with it, to show that its speedy. The headline “Expectably big yet surprisedly speedy”, this headline really fits well with the visual that they’ve made. Having a fast and calming zebra, and the fierce huge hippo, it is well balanced together. The background have a giraffe eating at the back, it is somewhat comparing to other brand, and emphasising that kingston is the brand to go. This advertisement is pretty well made, making you think about it and it’s easy to understand.

Activity 2: It’s Okay to Eat Alone.

Our group got the theme, ‘depressing’. The group have some difficulties thinking of a good concept... and so this was the final concept, ‘its all in your head”. Why? Everyone’s always eating in a big group or with a friend, and somewhat we’re scared of being alone while eating. What’s making you scared is your own sub-concoius, thinking that people will judge you but in the reality you are the one who is thinking about everything.

Amirul, Elton, Jovin, were the ones who is directing the team. Brandon, Melissa, is the model, and they also give different opinions to the team. I know that i didn't contribute much to the group, but i did give some opinions, and ideas. The group communication is good! But in theres some minor problems here and there but in the end its all good.

Art Direction needs a lot of planning and knowing what the purpose of what we will be doing for the product/design,. This can be applied to many category of design. In this creative team, there will be an art director who is the core person, who have the biggest responsibility. Needing to lead a team of people, and critique so that you can get what you want the final outcome to be. Needing to communicate with tons of people, considering what you want before executing the concept, making a mood board so that the team gets somewhat and idea of what you want. Capturing the audience with the concept is also one of the core things in art direction. Having to create something that is attention grabbing, strikes curiosity and emotionally. It’s definitely not a simple task to do!! Having to lead the whole creative group is a huge responsibility!!

I hate to sound like a romantic adolescent, but I believe artists don't generally see art as a career choice; they simply can't overcome their desire to make art, and will live on little income for as long as they have to, before they start to sell their work - or give up and get a paying job.

Charles Saatchi

#9 Pick one memorable quote, how does it inspire you as a design student?

Many people have this mindset that making art doesn’t pay well if you’re not well known enough, you won’t get a living out of it, you won’t have any future. Some part of me say it’s true, but it’s so contradicting. It’s relatable what the quote says, ‘they simply can’t overcome their desire to make art’, parts of me feel this sometime, and many artist have to go through trial and error, it isn’t simple for a small artist, but the end product will simply make their day. Selling their own artwork would be like a ginormous achievements unlock, and getting recognise outside by the people would mean so much to the artist. Bringing the best work out for the people to see. I always wanted to sell my artwork for a living, if it can happen one day, but if it doesn’t work out i’ll need to get a paying job like the quote says. This drives the passionate part of me to keep working hard towards what i want! Even if i don’t end up getting what i want i would still do what i like.

un-cerebro-hambriento

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Amazebean!

Okamoto was formed by four companies: Nippon Gum Industries, Riken Rubber Co, and Okamoto Rubber Co, with our present name being adopted shortly after the merger. Established in 1934, Okamoto Industries, the world's leader in the production of high quality and dependable latex-rubber condoms. They also produce tires, footwear, medical and sporting goods and other rubber/vinyl products.

Okamoto is a cohesive and dynamic enterprise comprised of the ideas and technologies of each of the above companies. More than 70 years since its foundation, after a long history in the 20th century Okamoto continues to grow by leaps and bounds in 21st century.

In the industry, Okamoto condom is the No. 1 condom brand in Japan and has a strong share of the international export market. Committed to producing condoms that are lighter, stronger, and of supreme quality, Okamoto continues to ensure that technological advancements ensure superior moldability and freedom from defects in their products.

The promote their brand through different digital platform using via Facebook, Instagram, YouTube, and also they have their own website, wide variety of consumer can easily search them up, and get to know about their product, and using social media, the company and the audience can easily have a top down communication. Updating the audience with video (like having a small episode that talks about their product using a sense of humor), and photograph to keep them interested.

The other way of them promoting, is that they have created a community that you can sign up for, membership will be updated every now and then with their latest events and partnership. Also creating contest for people to get to win a ticket to their live party. This promotional way can rise the attention for this brand.

The Vanishing Gems

This project seeks to celebrate the people, crafts and services of the vanishing trades around Singapore. It showcases different stages of the dying trades, where quite a number of ice-cream vendors can still be spotted around the city corners but has dwindled evidently and are only operated by the elderlies, there are only four roadside barbershops left running and the Kachang Puteh stall being the last one operating in front of Peace Centre.

Her handcraft attracted me, cause i love making them too, and it looks really cute. Having different kind of item that could resonates with people and also making and bringing memories back. This would let younger teenagers and kids get interest to learn more about the history and knowledge of Singapore.

She uses, social networks, videography, handcraft such as to connect to a broader audiences from different ages. It makes it really special and unique.

Nothing Last.

When i saw this at first i was like what is this!, and then i saw the title, it left a somewhat sad emotion and it would resonate with tons of people. She took different images of stores in different area that are closed down this would take some times and effort to do it thumbsup!. She also have a version for doors (our home doors). Its by Isabelle Lim Yi Qing. :9

The title is really good, when you read it you get it straight away without hesitation.Stores are always closed down if they are not getting more better, out of trend, etc, and the end up getting shut down and being left as a memory of some and just gone like that. And in other kind of feeling that this gave me was that things doesn’t last that long, like us human, we don’t last long, everything has their own dates. we don’t know when it will end.

Even though its just a simple photography, it lies a deep meaning behind. Its easy to get through to people and the emotions are well put through it.

#6 (ﾉ･ｪ･)ﾉ - The Lasalle Show 2016.

#TheLasalleShow #2016

Darker times will come and go...Times you need to see her smile; And mothers hearts are warm and mild. I would rather feel this world through the skin of a child.Through the skin of a child...

Through The Eyes Of A Child . AURORA

Baby soft skin, turns into leather.

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