Samsung Galaxy IV Orignal Concept

Brief Description on the task- Samsung are due to launch the Galaxy IV mobile phone and approached Big for some creative concepts to communicate its launch. Write a creative brief for a new advert to promote the Samsung Galaxy IV.

Samsung Galaxy

 

Background– Samsung Group is a leading global technology firm originating in South Korea, who has many subsidiary products under their electronics group.  The focus for the brief is based upon Samsung’s Telecommunications arm, focusing primarily on the launch of their new Samsung Galaxy IV release in the smart phone market.  Samsung’s primary competitors are Apple with their iPhone range and HTC with their Android and Windows based systems.  The market is highly competitive and trended by release and reliance on service operated contracts. With releases strategically coinciding within another to allow consumers to update annually.  This is the fourth phone in this range of phones and is seen as a serious rival to their competitors, especially Apple as evidenced by recent well publicised legal battles between the two firms. There are existing advertisement campaigns currently in place for the Galaxy range and this will be the next instalment.  

Objective- To produce an innovative TV & printed campaign that encourages current and new mobile users to immediately upgrade to the Samsung Galaxy IV by creating desire & relation to the phone’s features making Samsung Galaxy IV the number one smart phone in the eyes of the consumer. 

Target audience- This campaign for the Samsung Galaxy IV will be aimed universally at existing Samsung Galaxy customers and non-brand loyal consumers of competitors. Securing between 5-10% market share of competitor’s existing customers.

The primary target audience will be current Samsung customers, encouraging them to upgrade to the latest model, with a focus of converting 80% of existing Galaxy users to the latest version.  This would be at the renewal of their new contracts with a reduced number of early upgrades.

The secondary target are casual phone users of competing brands with little brand loyalty and encouraging them to trial the latest phone.

The demographic will be young professionals who want to stay connected and the secondary segmented market will be people with a disposable income.

The phone will also not isolate other markets and incorporate this via the campaign.

 

Samsung Galaxy Screen

 

Purpose of advertisement

  • To increase brand loyalty with existing customers, while generating interest and desire within customers of competitors
  • To maintain and increase market share within smart phone market by between 5-10%
    • Differentiate Samsung Galaxy IV against competing brands in terms of features and brand attitude
  • Integrate both print and TV campaigns universally.

Key Message – for the advertisement campaign is “Something new”. The campaigns will focus around the “Something new, something real” and something new, something better!” concept.  This will show the evolution of the phone and development of the Galaxy brand of phone, while representing the changes in life and how change can be for better. Encouraging people to change their phone. This will lead on from the current campaign message which focuses on staying connected.

The principle theme of the advertisements will follow on from the initial concept and develop on to the next journey of your life. For example focusing on the next stages of people’s lives of importance and how the Samsung Galaxy can be incorporated within these miles stones of life. Such as new jobs, going off to university and even to major events such as births and marriages.  This will reflect a real element to the campaign, which doesn’t focus solely on design and features, but show how practical these features are in a real life setting and how the Galaxy IV is an essential part of life.

The reason for this concept is to highlight the differences between competitors. Giving Samsung a real and human approach with a broader target market.  Rather then the clinical design drive focus of the competitors.

 

Galaxy S 3

 

Time lineFrom the date of allocation, the Agency will have a strict 6 week deadline to put the campaign together so that it will run throughout the height of Winter Season and be ready for launch.  This campaign will follow a ‘Pulsing’ structure which will run from prior to launch until 3 months after initial release, until its peak and will run until saturation of the market in order to keep up awareness of the phone.

Mandatories –

  • Reinforce the continuation of the Samsung Galaxy brand and highlight the evolution on the phone through the campaign.
  • Advertise the unique selling points of the handset and also draw on similarities but communicate benefits of the Galaxy over the competitors
  • Every advertisement should focus on the “Something new” concept drawing inspiration from new milestones in our target and an extended market life.
Advertisements

WKD are launching a new product called WKD Nitro. WKD Nitro is to be aimed at the clubbing market. How would you go about promoting this to a new audience?

In a break from our series about the British Museum I thought I would give you an example piece of work around a concept for WKD.

WKD are launching a new product called WKD Nitro. WKD Nitro is to be aimed at the clubbing market. How would you go about promoting this to a new audience?

When promoting a new product for an existing brand to a new market, there are few aspects to consider surrounding the brand.

Firstly and most importantly is to understand what the product is and how it has been designed and positioned toward the target market. This will offer the platform for further research and a direction, which will to help with the selection process for promoting the product.

Image

Secondly is to identify whether the Nitro product should be treated as an extension to the WKD brand in order to continue brand consistency and continuity between the advertisements. Or to formulate as a standalone product and sub brand to the existing WKD product range, widening the scope for WKD Nitro as a whole.

If previous influences did want to be carried over into the new promotion, Identify which elements of previous advertisements that need to be continued through to the new Nitro product e.g. humour/ elements of sub cultures.

Moving on I would research into the clubbing market. Identify current trends and key figures within the market. Look which music/cultural themes are popular within the clubbing market and incorporate this within the campaign.  See where elements of WKD’s existing brand reputation can placed within scenarios. This would need further research into the market and most importantly the opinions of our targeted market.

The next step would be to arrange a form of primary research once I had identified the current figures & trends within the market in order to formulate a strategy and develop a basic understanding of the culture.  This would lead to organisation of focus groups within the segmented market and identify how they interact with current media platforms and identify which mediums to focus on e.g. Social Media, Printed ad and specific publications.

Paying attention to which influences and characteristics of the culture are most important is also essential. Due to the nature of the clubbing market, it would be important to research which events and club night franchises to strike a partnership/association with where possible to create strong links and top of the mind awareness within the targeted market.

During the focus group & questionnaire stage of the research I would aim to find out which parts of WKD’s current advertisement don’t relate to our targeted market and see where elements can be tweaked in order to incorporate and target the correct audience.

Strategy- Formulate a creative strategy that will hit the market and play on their impulses and stands out within the market for its creativity and uniqueness.  By paying high attention to the habits and trends of this market, it will allow the user to relate to product.  This should then implement it into situations where the target audience is active and would be communicated through the media platforms that had been identified through research. Additionally, I would look at exploiting so-called ‘fresh’ areas; where previous advertisements and promotions haven’t previously hit the market. Working to innovate the brand’s communication within the market to diversify the product; widening its potential scope.

From here a creative brief would be drafted and sent to the client for approval and altered where requested and put forward to the creative team.

 

British Museum – Final Design Ideas & Justification

In this part I introduce you to the final design ideas and justification of use, further justification will also be placed in the next post in the series too.

British Museum Final Design 1

British Museum Final Design 1

The ideas for the first campaign was to focus on the Greek exhibit and take what people would recognise as the stereotypical Greek perception in history. This was positioned so it would attract to a universal audience and is easily understood by a wide demographic. Also through all campaigns we want a long lasting campaign that showed the whole museum rather then the short-term exhibits. Giving the campaign longevity.

British Museum Final Design 2

British Museum Final Design 2

The most famous and recognised exhibit in the museum is the Egyptian exhibit. We chose to use the famous image of a Anubis the god of death, this is a famous image and strands out in a crowd of average people. So would create a response at first sight and found it did intrigue our audience in testing and research. This also gave the museum the opportunity to highlight the importance of British historians uncovering the secrets in to Egyptian history and pay homage to work the of Howard Cater.

This also is important as the British museum hold the largest collection of Egyptian Artifacts in Europe .

 
British Museum Final Design 3

British Museum Final Design 3

In the final advertisement we wanted to honor a part of British history. With the World War I exhibit playing a focal point in the campaign, As it not only a strong part in the museums history but in our nations history too.

From our research we found  people find this time and era is a major part of who we are, as many members of the British pubic are either related to or still walk amongst people who served in the great wars. Therefore we wanted to create awareness to the public and tourists that history has sculpted Britain and allowed the freedoms of our country that we are still very proud of. Therefore felt this was fundamental to communicate through our extended campaign.

British Museum Part 2 –The Creative Process

In this post within the series we take a look at the initial concept designs for the campaign and the development of the designing process. 

The Initial Ideas For The Advertising Process

1) From our research we looked to find out which exhibits and eras from history were the most popular to visitors of the museum. This identified iconic periods of history for our campaign to be developed from.  With the focal point being iconic figure heads or people resembling people of that specific period.

Brainstorming Concept

Creative Process- Initial Concept

2) At the initial stage of the creative process, the idea was to place print advertisements of iconic people from history in their own background on posters dotted around the London Underground. After feedback on the concept, we decided this wasn’t abstract or creative enough. So we looked at ways to develop the idea without losing its connection to icons from history.

Creative Process - Development

Creative Process – Development

3) This lead to the concept of placing people from history in modern situations that caught the eye of the London commuter and tourists. We found this very general and thought further development was need due to the lack of creativity.

Creative Process - Further Development

Creative Process – Further Development

4) From here we came up with the idea of walking amongst history and how history is part of everyones life. Focusing on how it sculpted and impacted everyones day to day life. Thus would be highlighted by getting the target market to imagine their walking with history & becoming part of it.

This is when we decided to focus the campaign on having London commuters and tourists walking along printed images within the London Underground, giving the target market the the impression they are walking with icons of history.

Creative Process - Initial Concept.

Creative Process – Final Draft

In the next post we take a look of the finished concept and justification of  semiotics, critical paths and influences within the British Museum campaign.

 

British Museum Part 1- Initial Creative Brief

The next three posts are going to be part of  series of work that I undertook during a campaign that I was assigned during my studies.  In this first post i will introduce you to the task and initial concept.

British Museum – Initial Creative Brief

 

Brief Description of Task

To create a print based Advertising campaign that will be geographically focused in Greater London to encourage more Londoners and Tourists to visit the museum and enjoy the various permanent and temporary exhibits.

British Museum Front Steps

British Museum Front StepsBackground of Product/ Company

Background of Product/ Company

The British Museum origins originate from the personal collection of Sir Hans Sloane who was a naturalist and collector of artefacts in the 18

The British Museum origins originate from the personal collection of Sir Hans Sloane who was a naturalist and collector of artefacts in the 18th century. This collection was to become the first public form of artifacts and the first ever publicly open museum in the world.  There are 6 million recorded visitors to the museum per year.

The British museum opened on the 15th January 1759, which was originally located in the “seventeenth-century mansion, Montagu House, This consisted mainly of books, artifacts and paintings. “Entry was free and given to ‘all studious and curious Persons”.

The British Museum’s target audience has always been diverse.  Primarily being people who are interested or wanted to learn something from their visit.  The British Museum has changed throughout the years with the introduction of reading halls and great lobbies in aid of Queen Elizabeth. In fact the Queen Elizabeth II Great Court is now the centrepiece of the museum.

 

Products and services offered by the British Museum

The British museum has numerous services and products available to the general public, with a majority of these free of charge. The services available at the museum are as follows:

  • Free access to the a majority of the facilities
  • Coffee shop in the main lobby
  • Gift shop also maintained in the great lobby
  • Short term exhibits
  • Event management/ Conference hosting
  • Guided tours
  • Learning workshops, for academics and children
  • Exhibit passes and memberships charged at a premium
  • Gift shop products

Audience Description

This campaign’s audience will be broken down into two specific groups. These are ‘Londoners’ and ‘Tourists’.

Londoners: These are more affluent individuals that dwell within the limits of Greater London. They will have a high level of income but this is offset by a generally higher cost of living (because of their location). This group is not gender specific and the single age specific aspect is the important point that they must be the consumer and the primary Decision Making Unit. (In other words they must be old enough to go on their own) The British Museum wishes to target the psychographic needs of this audience, the campaign must give this group a reason to invest their valuable time by going to the museum. Assume they are not already planning on going to a museum at all, let alone the British Museum and that the advertising will aim to persuade Londoners to visit on their lunch breaks and at the weekends.

Tourists: With a highly varying affluence level within this group it would be unwise to not take into account demographic segmentation factors. Once again, this group is not gender specific and generally, tourists come in all ages to the city of London however the museum wishes to attract a younger tourist audience, aged 16 – 24 who may not initially be interested in history. Selling the museum to this group will require an edge that makes the museum a better place to be than the many other attractions in London. This means playing on some of the museum’s USP’s, such as its free entry.

British Museum Interior Gallery

British Museum Interior Gallery

Principle Purpose of Communication Objectives

To increase visitor numbers (Marketing Objective) by 3% (180,000) between April 2010 – April 2011 by completing the following the following Advertising Objectives:

Increasing awareness of the museum’s exhibitions (Advertising Objective) within the audience group that are more likely to visit.

Put the museum at the top of the mind, of potential tourists who may be looking for activities in London. (Advertising Objective)

Both of these advertising objectives cannot hold a percentage increase (as it cannot be effectively measured) so the method of measurement will be related to increasing visitor numbers. A regular increase is usually associated with the reputation of the museum however the 3% objective is above this margin.

Budget

£1.5 million with a further contingency of £500,000 if the client deems appropriate.

 

Timeline

From the date of allocation, the Agency will have until 1st of June to put the campaign together so that it will run throughout the height of summer. This campaign will follow a ‘Pulsing’ structure which will run from 1st June until 1st October at its peak and will run until 1st April 2011 at a limited level to keep awareness of the museum up.

 

Mandatories

Re-enforce the free nature of the Museum in the most literal manner appropriate without cheapening the brand.

Advertise the permanent exhibits within the Museum and not the paid temporary exhibits, which will be advertised independently.

Initial Creative Brief Conclusion

The initial creative brief designed was very long, that most importantly was not direct with its objectives. Therefore we had to tailor it and re-design the brief. As through research we understood we had stated an unrealistic budget, which was not adequate to the process. Also the requirements of the board of directors changed prior to our initial ideas of the campaign.  So we had to refocus the strategy and limit the exposure of the campaign. Therefore reducing the potential ideas down to just three. Rather then the initial 5 designs we had come up with.

Although there were elements we carried forward to the final creative brief such as the mandatories and to focus on just one of the target markets, which was tourist as they are a bigger demographic and are more opportune in there approach and susceptible to advertisement in the city. We also extend the time frame of the advertisement and proposed changing the formation of the posters round.

The Brands that became the products!

In this post I am going to take a quick look at brands that have become the product name and how this has impacted not just our purchasing, but language and lifestyles too.

 SpeedoGoogle

Astro turf- Artificial Surface

Google- Search Engine.

Hoover – Vacuum cleaner

iPod- MP3/ MP4

MacBook- Laptop Computer

Photo Shop- When altering an image

Play-Doh-

Power Point- Digital Presentation

Pritt Stick- Adhesives

Sellotape – Sticky Tape

Speedos- Swimming Trunks

Tarmac –Asphalt

Tipp-ex – Correction Fluid

Vaseline- Petroleum Jelly

Velcro – Sticky Fabric

Brands like apple are brilliant at creating their own sub culture within the brand. They diversify their brand from the competitors by creating something almost incomparable in both positioning and quality. Giving them the power within the market to influence the target audience and nurture them progressively with the lifestyle associated to the product. Therefore giving the brand the power to influence repurchase and seasonal upgrading.

Ipod

The brands from the list above at their time of dominance were all seen as top their market. The premium option and built upon this prestige.

Brands such as apple and Google entered a largely dominated market, but through PR and product quality they became top of the consumers mind. Even changing the language and context in which the names are used. As commonly you will hear “ what the question, hold on I will Google it”. Where in the grand scheme of thing things this actually means I will search for the answer. This shows strongly these products and services can influence culture and language.

Vaseline Logo

The Importance to the brand

When a brand takes a strong prominent place in modern culture and habits are formed. This is when the brand truly benefits through market share and financial reward gained through consumer habit.

Finally and most importantly the line between the brand and the products are merged and the top of the mind awareness does not disguise the difference between the product and the brand.

Gerald Ratner – A “PR Disaster” to learn from!

Gerald Ratner ensured one way of being excused from every family occasion after his synonymous speech in 1991. Picture it now your director of one of the top affordable jewellery companies in the UK. That your family has dedicated decades to establishing a market leading position in affordable jewellery while also convincing the public to the concept too.

 

Everything was going well until  at a public directors dinner, Gerald Ratner proudly proclaimed to a full house”  We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, “How can you sell this for such a low price?”, I say, “because it’s total crap”
Bang in the 15 seconds it took to utter these words the Ratner Brand would never be the same again, and the decline was cemented by further suggesting that the jewellerywas “cheaper than an M&S prawn sandwich but probably wouldn’t last as long”.
This resulted in £500 million pounds being swiped of the value of the Ratner Group and almost forced the company to fold. However the impact of this PR Disaster lead to Gerald Ratner resigning from the business and a forced change of name in order to save the once dominate empire.
The key learning points:
  •           Never refer to your product as cheap crap, especially in front of a listening crowd of influential stakeholders.
  •           Success can be generated through the affordable concept, but never promote the product as cheap!
  •           Cheap laughs can come back to haunt you and prove very expensive, especially when your company loose £500 million on the FTSE 100 valuation.
  •           Even the worst PR disasters can rectified, may this be through a form of rebranding the group or just owning up to the mistake.
  •          Always think before you have public engagements, especially when you’re the director.
  • Worst comes to worst you can always become an entertaining after dinner speaker and earn a lot of money on the back of losing a lot!.