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Metropolitan Heroes   Final Project
 

Metropolitan Heroes Final Project

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    Metropolitan Heroes   Final Project Metropolitan Heroes Final Project Presentation Transcript

    • Alessandra Capelli
    • Cinzia Lucato
    • Elisa Nicoletto
    • Silvia Zaramella
    • Matteo Brotto
    • Marco Santo Danesi
    • Witch’s apprentice coming from the countryside. She likes sunglasses and mirror lenses. She loves POLICE since the Gothic P is really closed to her appearence. She carried out an investigation to analyse POLICE brand awareness using her magic powers.
    • Young but determined, he describes himself as a cosmopolitan boy. He is a P.R. He loves surfing the web and chatting. He would like to become a model and he does nothing but look at himself in the mirror. He would like to collaborate actively with POLICE.
    • Kind and sociable, this shopkeeper really inspires confidence. After discovering POLICE as a lifestyle brand, he has decided to work in its new flaghship store in Milan. Methodical and neat, he decided to adopt his artistic style to furnish his shop, together with many metropolitan innovations. He loves Arts and he has decided to bring some pieces of Art into his flagshipstore.
    • She is a dreamer and she likes fluttering all over the world. Stubborn as a mule, she decided to collaborate to the creation of the YouniCUBE (a foundation, a meeting point for the aggregation of young people, a breeding ground for artists).
    • Our superheroes
    • analysis tools Ali di pipistrello  S.W.O.T. Analysis Zampette di ragno  89 questionari cartacei Occhi di salamandra  355 questionari online Branchie di tritone  29 questionari ad ottici Coda di rospo  Video finale
    • Looking back at the analysis WHAT WE HAVE FOUND OUT ABOUT: THE TARGET •Now: 25/30 male, macho, metropolitan, educated • Our Suggestion: 20/35 unisex, metropolitan, educated, irriverent
    • Looking back at the analysis WHAT WE HAVE FOUND OUT ABOUT: THE BRAND •No distinctive products •Increase brand awareness •Make the brand image younger •Memorable product: BLUE MIRRORS •Lifestyle •Brand quality : price
    • Our goal Make people aware of the initiative “BeYounique” and interact through the Web 2.0 POLICE makes people UNIQUE POLICE highlights your YOUNIQUENESS in standardized contexts, where you are featureless and indinstict in the crowd.
    • 3 steps with our superheroes • Metropolitan, fast 1. GUERRILLA MKT actions that arise curiosity towards the brand TOGETHER WITH…. • Proximity mkt • Web 2.0 tools: Blog, Facebook POLICE page, applications.
    • 3 steps with our superheroes • Retail stores: installations, 2. RETAIL & corners, mirrors FLAGSHIP STORE • Flagship store: metropolitan and educated space with bistrot area and art gallery
    • 3 steps with our superheroes • Foundation, gathering and 3. YouniCUBE meeting place where everybody can show their Youniquess • Intervention of corporate social responsibility in order to increase Police’s goodwill
    • Our superheroes
    • Why guerrilla? Fast actions that involve the consumers and make them the brand Reminds of the idea of YOUNIQUENESSE without showing the products Striking actions that make the consumer bear in mind the claim
    • Jan van Eyck 1390 - 1441 Keith Haring 1958 - 1990 Osvaldo Cavandoli 1920 - 2007 Michelangelo Pistoletto 1933
    • Metropolitan mirror landscapes Mirror surfaces installations with www.police-beyounique.com Train stations Airports Subways
    • Metropolitan mirror landscapes
    • Metropolitan mirror landscapes
    • Younique siLhouettes •Installations of plastic hollow silhouettes with www.police-beyounique.com printed on the border. •People can interact with the silhouettes miming the pose. Squares Concerts Fairs
    • Why? •People become aware of their YOUNIQUENESSE by looking at BRAND one’s own image reflected in the mirror / by playing with the AWARENESS silhouettes in a crowded space •People are invited to surf the net and participate in the blog WORD OF MOUTH www.police-beyounique.com
    • (sexy) siLhouettes November 2006 Milan "L'idea del video in metropolitana fa parte di un progetto più ampio. Stiamo creando - afferma uno degli organizzatori - un programma televisivo di ragazze briose che combinano guai in giro per le città. Invaderemo le strade italiane con la nostra comicità sexy". "Guai a chiamarle 'veline': le nostre ragazze - conclude - hanno anche un cervello. Sono le pin up del 2000"
    • (famous) siLhouettes
    • POETRY
    • HISTORY
    • MUSIC
    • MUSIC
    • TRAGEDY
    • MIME
    • COMMEDY
    • DANCE
    • ASTRONOMY
    • Proximity mkt For both the guerilla actions a bluetooth message will be sent to mobile phones, pocket computers, bluetooth and wireless devices. “Are YOUNIQUE?”
    • CRIME SCENE
    • New York, 2012 www.police-beyounique.com Partecipa anche tu e compila il modulo online Bella, giovane e in carriera ma ormai sfila solo sopra ad un manto di nuvole. Katerina Zaklova è definitivamente scomparsa dalle scene. Omicidio o suicidio? Aiuta il detective Sidmons a risolvere il caso per le vie di NYC….
    • Storytelling autoriale •Autore emergente di gialli, sviluppa la trama partendo da dei dati di base Progettazione •Individua la fantomatica risoluzione del caso, selezionando personaggi, e azioni •Elaborazione domande per la scrematura degli Sviluppo utenti •Creare effetto suspense e attesa
    • 1° step: SMS selection -I potenziali concorrenti lasciano il loro numero nel punto vendita e su internet POLICE Crime Scene POLICE Crime -A una data ora di un C ====WELCOME==== Scene ===HAI VINTO=== Domandasuperato. Sei Primo step N°1 “Qual è la capitale tra i dato giorno i concorrenti ricevono una domanda via SMS -Vengono selezionati i primi INVIA SMS dello 200. Congratulazioni! primi stato di NY?” 1NUOVO SMS Continua a giocare. 200  100  50  25  5 in base alla correttezza 1NUOVO SMS Per scoprire il prossimo a) RICEVUTO DA New York City indizio, della risposta e alla velocità INVIATO 48100 RICEVUTO DA rispondi alla domanda del b) giugno alle ore 20 19 Brooklyn Police Crime c) Albany Crime Police Scene Scene
    • 2° step: Fase attiva •Volo aereo per NY dall’Italia L’arrivo •Police lifestyle brand look •Spostamenti esclusivamente in metropolitana •Affiancati da detective POLICE e Lo sviluppo da un cameraman •I vari indizi guidano il concorrente fino alla risoluzione del caso •Partecipazione alla nuova campagna pubblicitaria POLICE Il premio •Partecipazione al cortometraggio Police Crime Scene (più carta prepagata dal valore di 5.000€)
    • Le “indagini” Saranno presenti 5 saranno visibili in finestre, una per tempo reale nel ciascun web, attraverso protagonista, l’utilizzo di una visionabili in tecnologia di Live contemporanea o Video Streaming singolarmente I contenuti saranno successivamente rielaborati in un Il corto verrà corto web riassunto trasmesso da dell’intera iniziativa CurrentTv (Italia, UK e scaricabile e USA), oltre ad dall’area download essere presente del sito anche nel suo sito www.police.it
    • WEB 2.0 TOOLS1 a step www.police-beyounique.com BLOG • Contest A (Guerrilla): people upload their videos/photos with the mirrors & the silhouettes • Contest B (Highlight Yourself): people upload files (photos, videos, graphic arts, short stories) which narrate their The winners will YOUNIQUENESS be awarded in future events…
    • WEB 2.0 TOOLS1 B step POLICE Facebook Profile Foto Pdf’s Twitter Music File Sharing Coupon Video Link Rss Feed Fbml Slides Poll
    • POLICE wall Applications
    • Coupon
    • WEB 2.0 TOOLS2 step APPLICATIONS : to increase visibility and interactivity towards a two-way relationship consumer/company • Chat • Phone and Internet-Call • Direct Line to the company •Web site mobile version
    • WEB 2.0 TOOLS APPLICATIONS to increase visibility and interactivity •Among consumers •Between the consumers and the company mobility involvement rapidity interaction feedback
    • Our superheroes
    • Retail elements: mirror Reminds of the brand, the pay- off the web site, and the guerrilla mkt
    • Retail elements: exhibitors The base form can be modified to compose different kinds of exhibitors for different retails. It is designed with a light but resistant material that it can support the product without occupying too much space.
    • Exhibitors employment Designed with a The construction The horizontal series of can have a construction can shelves where smaller be ideated the product dimension and it without any can be can be made shelf. collocated. horizontally. Products can be Built vertically This is functional put on the flat in order to take for the retailer basis on the up the smallest and can be put on skyscraper as a space possible. every surface. peak.
    • THE POLICE TARGET METROPOLITAN ARCHITECTURE 360° ARTS EDUCATED MUSIC
    • FLAGSHIP STORE: • ideal world of brand’s values • describes strongly and clearly the brand identity
    • Key ideas •Metropolitan culture •High quality brand •Lifestyle •Experiential purchase •Interaction B to C Technology C to C
    • Internal structure SIX CORNERS Blue Police Sliding Street Red brick Technology Mirrors one for every Police product category Logo doors lamps wall
    • Internal structure ART GALLERY BISTROT • videos • cafè français • paintings • meeting point • sculptures • socializing space • OPENING HOURS 09:00 – 00:00 • MIXTURE OF ART AND POLICE PRODUCTS • WORKS FROM “YOUniCUBE”
    • Flagship store: overview
    • Flagship store: overview
    • Flagship store: overview
    • Flagship store: products area
    • Flagship store: bistrot
    • Flagship store: bistrot
    • Flagship store: materials
    • Eyewear police corner More info at: http://www.youtube.com/watch?v=J d3-eiid- Uw&feature=player_embedded Content of installations: •3D short films “The display properly reacts to head •Video art and body movement as if it were a real window creating a realistic illusion •3D Graphic art of depth and space.” (Johnny Chung Lee)
    • Accessories police corner More info: http://www.youtube.com/watch ?v=0awjPUkBXOU&feature=player _embedded “you can use the infrared camera in the Wii remote to track objects, like your fingers, in 2D space. This Start up and lets you interact with your costumize Police computer simply by waving your hands in the air similar to the Products interaction seen in the movie POLICE "Minority Report". LIMITED EDITION (Johnny Chung Lee)
    • Minority report
    • Apparel police corner
    • invitations Before every new exhibition an invitation will be given to every customer. On the DVD you can find: • the POLICE catalogue • the list of the artits and their works • list of the next exhibitions
    • Flagship Stores locator FLAGSHIP STORES Milan New York London Berlin Barcellona Helsinki Shanghai Dubai Tokyo
    • Our superheroes
    • ® ®
    • social responsibility Source: “Gli interventi nel sociale” by Giovanna Gadotti (in “La comunicazione d’impresa”, Sperling & Kupfer Ed., 2003) «Le imprese con più alti valori di sostenibilità sono, allo stesso tempo, eccellenti economicamente e mediamente migliori della concorrenza» (Dow Jones Sustainability Index) Responsabilità filantropica A) Corporate issue (be a good corporate citizen) Promotion B) Good corporate Responsabilità etica Citizenship (be ethical) C) Revenue-producing transaction Responsabilità legale (obey the law) Responsabilità economica (be profitable)
    • Cause related marketing Source: “Gli interventi nel sociale” by Giovanna Gadotti (in “La comunicazione d’impresa”, Sperling & Kupfer Ed., 2003) CRM «processo di formulazione e implementazione di attività di marketing, caratterizzato da un’offerta dell’azienda di contribuire con un ammontare specifico ad una data causa, quando il consumatore è coinvolto in scambi remunerativi che soddisfano obiettivi sia dell’impresa che individuali» Stategic alliance with a Direct approach to no-profit organization the social cause Prerequisites: • Top management must be convinced and highly involved • Members of the staff and employers have to give their consent
    • The metropolis behind New york city
    • The metropolis behind New york city
    • The metropolis behind dubai
    • The metropolis behind dubai
    • The metropolis behind Hong kong
    • The metropolis behind Hong kong
    • The metropolis behind Cairo city
    • The metropolis behind Cairo city
    • The metropolis behind milano
    • The metropolis behind milano
    • Inspired by... LA FABBRICA DEL VAPORE Funded by Comune di Milano, Tempo Libero sector, who leads 240 mq hosting exhibitions, theatre and dance shows, workshop and lectures. PARTNER • Cultural associations The foundation could economically support • S.r.l. (show Biz – Studio Azzurro) the association, while providing awareness • Companies that lead artistic projects and making word of mouth.
    • facilities • Music (music room, studios) • Catering (multiethnic restaurants) • Design/graphics (labs and workshops) • Retail (books, DVDs of people working there) • Visual arts, photography, • Infirmary, ticket new media office, cleaning service • Theatre/dance/ cinema
    • Younicube WHAT : A corporate foundation against urban and social decay of the suburbs that collaborates with existing no-profit associations in metropolitan contexts. WHY : give POLICE a social profile like many other companies do ex. Fondazione Accenture, Fondazione Vodafone, Fondazione Adecco per le Pari Opportunità, Fondazione Trussardi, UNIDEA Unicredit Foundation
    • Younicube
    • Younicube MISSION : • showing the two faces of the metropolis • getting rid of the stereotype of the sparkling icon • becoming aware of the problems connected with the suburbs POLICE : • “l’etica e l’utile convivono nelle strategie aziendali senza pericolose contaminazioni” Caldani e Brioschi, 1997 • “una realtà che vede l’impresa comunicare la propria assunzione di responsabilità sociale al fine di riscuotere la fiducia e il goodwill del pubblico” Giovanna Gadotti, 2003 Source: “Gli interventi nel sociale” by Giovanna Gadotti (in “La comunicazione d’impresa”, Sperling & Kupfer Ed., 2003)
    • Younicube : what’s in? AREAS: • Music Room with instruments • Recording room • All-purpose room ACTIVITIES: • urban architecture SOCIAL workshop REDEVELOPMENT • Graffiti workshop OF URBAN AREAS • Graphics workshop • Contact and collaboration with companies
    • Areaodeon: who • Collective urban area producing and developing innovative artistic projects to re-qualify and re-vitalize public spaces in decay. www.areaodeon.it
    • Areaodeon’s people • Collaboration with human resources and economic, productive, educational actors. • Young people aged 18-30 coordinated by experts in arts (architects, ex-professors, volunteers, students) Everything is made by “any brave artist who wants to freely confront him/herself with contemporary society..” (MySpace quote)
    • Police’s role ACTIVITIES  workshops on visual arts, new media  film festivals (ex: “La Ciotat” )  theatre performances  artistic interactive installations  video-photography exhibitions SUGGESTION Our foundation could financially support the association, while providing awareness and making word of mouth.
    • Area odeon + Younicube
    • Kollatino underground Cultural association born in VI Municipio, Rome, in 2001, and run by students and volunteers. Its aim is to regain a public space to serve as a cultural centre, where artistic expression of young people are dreams that can become true. www.kollatinounderground.org
    • Police’s role ACTIVITIES  Drama, photography, artisan lab lessons  Work in progress: music room run by a partner called ecletticalab, which entertains the kollatino’s events with performances live (rock, blues, jazz) and dj-sets (techno, electronic) SUGGESTION Our foundation could be a supporter of the musical initiatives by providing a free music room with instruments and mixer.
    • YOutube and iTunes YOUniCUBE Channel Upload of the songs Video streaming of by YouniCUBE artists performances and € 1,00 per song ads
    • In-store music promotion
    • Police music tower
    • Police key
    • In-store Art promotion Art gallery from the cube
    • On-line auction
    • On-line auction
    • How do we manage profit MUSIC WORKS OF ART $$$ 60% to the 40% to the artist sponsored association Goodwill