Cmidm4 Deliverable II - Concept Design And Media Strategy
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Cmidm4 Deliverable II - Concept Design And Media Strategy

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Cmidm4 Deliverable II - Concept Design And Media Strategy Cmidm4 Deliverable II - Concept Design And Media Strategy Presentation Transcript

  • MEDIA STRATEGY & CONCEPTUAL DESIGN TEUN BONGERS | THIJS VAN LAARHOVEN | WILLEM DE VREE | JAN THISSEN IO3010 CMIDM4
  • CONTENTS • CHARACTERISTICS • STORY • SCENARIOS • STORYBOARD • MEDIA STRATEGY • MEDIA EFFECTIVENESS • BRAND IDENTITY • INVOLVED MEDIA • CM LEVEL & CROSS-OVERS • TECHNICAL ISSUES • DETAILED DESIGN APPROACH 2 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • CHARACTERISTICS TARGET GROUP THE DAILY COMMUTER LOCATION RAILWAY PLATFORM DELFT CS TIME BEFORE BOARDING THE TRAIN GOAL ENTERTAIN AND INFORM TRAVELLERS WHILST WAITING FOR THEIR [DELAYED] TRAIN INVOLVED MEDIA INTERACTIVE BILLBOARDS WEBSITE FLYERS & POSTERS MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 3
  • STORY The expection is that, due to construction work on the Spoorzone Project, trains will be delayed more often than usual. This will result in an inconvenient situation for travellers: they might get frustrated or even file a complaint against the NS. This is were project sam comes in: an interactive billboard, providing both entertainment and information at the same time. An intuitive touch-senstive interface provides accessibility for everyone. Our ultimate goal is to make travellers forget that they are actually wasting their time waiting on the platform for a delayed train. 4 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • SCENARIOS I Delay It’s nine o’clock in the morning, and Sam is on his way to the station to catch his train to The Hague. When he arrives at the station he finds out that his train is delayed: he has to wait another 15 minutes. This really pisses him off, since he won’t be able to be at work on time. II Unfortunate miss It’s four o’clock in the afternoon and Sam is hurrying himself to the station to catch his train. He knows that his train could leave at any moment, so he’s in kind of a rush. When he arrives at the platform, he finds out that his efforts were without reward: all he sees are the taillights of, what ought to be, his way to work. III The pick-up Sam is waiting on the platform to pick up his girlfriend, who will arrive in 10 minutes. After 10 minutes, an announcement is made that, due to construction work on the Spoorzone Project, the train will be delayed by approximately 15 minutes. IV Changing trains Sam is arriving at Delft CS and has to change trains to go to Delft Zuid. He has to wait 15 minutes, instead of the usual 7, since his train had a delay of 10 minutes, due to construction work on the Spoorzone. MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 5
  • STORYBOARD I DELAY 6 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • STORYBOARD II UNFORTUNATE MISS MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 7
  • STORYBOARD III THE PICK UP 8 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • STORYBOARD IV CHANGING TRAINS MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 9
  • MEDIA STRATEGY * AIDA: Attention - Interest - Desire - Action This is the main function of most advertisements. Fist the advertisement should attract the attention of people. Followed by making people interested in the medium. Then people should desire the product or service propagated. Finally people should take action -> buy or use the product or service. Media consumption: The media this group consumes in general is very variated. First of all there are several free newspapers on the trainstation. Also some people bring the newspaper they have had delivered at home or bought at the Kiosk. These newspapers are red in the train, but also on the trainstation or even on the place of arrival. The newspapers are spread every day but not all commuters read them every day. The free paper is focussed on people who travel by train. The paid paper is more general. Students and young working class people are known to use internet on their cell phones and are able to consume a lot of media this way. The target group is also confronted with billboards, posters and other brand names in the train, on the train station and it’s surroundings. These posters and billboards are often shown for a certain period and then replaced by another brand’s commercial. Most of the commercials are not specific for daily commuters but just use the railroad to reach a broad audience. In common area’s there are a lot of brand names shown. Like the brand name on a drink, or the brand name of some one’s clothes. As a lot of people use the train and train station our target group is likely to be confronted with this fenomenon. Furthermore a lot of travelers listen to music and some even watch movies while travelling. 10 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • MEDIA EFFECTIVENESS Many male drivers are distracted by half naked women on billboards. The Sloggi billboards are probably the most famous example of this. One out of five men admits that they start to sway on the road because of looking too long at this particular kind of billboard. Female drivers are not that fast distracted. Billboard advertisement is more cost efficient than a TV commercial or newspaper ad. The price of a TV commercial for one day is about the same as the price to put up a billboard for one month. A billboard has more advantages; It gives brand awareness and strong name recognition. It reaches out to thousands of people on a daily basis, targets a specific audience according to location and advertisements are not lost in the mix of competitors like in a magazine or the internet. Another fact is; the bigger, the better and creative and interactive the billboard, the more efficient it is. Internet and flyers are also good media to promote a concept. Therefore, we believe that the most effective way to convince potential users of our concept is by using a combination of interactive billboards, internet and flyers. MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 11
  • BRAND IDENTITY IMAGE Project sam should be recognised as fun, easy to use and reliable. With a slick, modern and playful looking visual style, travellers will see that there is something new and exciting happening in their train station. An important issue too keep in mind is that the billboards should not look too high-tech. This could lead to a concept being experienced as too complicated or even intimidating. Therefore, a balance between playful and fun, reliable and modern design needs to be sought. This will ensure that the threshold for first time users will remain low. 12 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • BRAND IDENTITY BRAND NAME The idea was that our brand would be associated with a familiar and reliable feeling. The brand name should communicate the playful character of our concept. After an extensive brainstorm session, we eventually came up with a suitable name. Derived from Spoorzone And Media, the name sam can be associated with a real-life person, which is exactly what we hope to achieve. People should think and feel about sam as if it where a good friend or relative. The brand logo amplifies this familiar and realible feeling with a soft, curved font and a friendly blue colour. Besides the association with the city of Delft, the colour also corresponds with a friendly image. MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 13
  • BRAND IDENTITY FONT STUDY & LOGO DESIGN 14 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • INVOLVED MEDIA FLYERS & POSTERS | INTERACTIVE BILLBOARDS | WEBSITE CM LEVEL2 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 15
  • INTERACTIVE BILLBOARDS Multiple interactive touch-sensitive billboards are the core PHOTOGRAPHY media involved in project sam. They contain and provide the services to entertain and inform the daily commuters. The services implemented on the billboards are: Games Complete the Spoorzone Puzzle, play a solo game of Railroad Pong, or compete with someone on the other side of the platform. Photography Take pictures, add effects, upload them and view them on the web. (Trough a mobile phone or computer) Information View current train schedules and receive updates on the status of the Spoorzone Project 16 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • WEBSITE After having taken a picture, completing the Spoorzone Pictures Puzzle or having played a game of Railroad Pong, travellers Pictures taken on the billboard are stored in an online database. can visit a website. This can either be done whilst on their They are sorted by date, week, month and year, and can be way to their destination [on a smartphone], or simply at downloaded directly to a mobile phone or pc to print and/or home. edit them. The content of this website will consist of: Leaderboard The implementation of an online leaderboard could be an • Pictures encouragement to play a game on one of the interactive • Leaderboard billboards more often. The Leaderboard provides the ability • User profiles to compare highscores of friends with personal records. As a result, users could feel more tempted to participate in one of the games, to beat their friends highscore, and set a new record. NOTE: Only high-scores of users with a personal profile are uploaded onto the leaderboard. [See next page] MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 17
  • WEBSITE User profiles USER PROFILE Frequent users of project sam can decide to make a personal profile. This can be done either directly through one of the interactive billboards, or on the website. The profiles will contain only basic information, such as gender, age, occupation work/study etc. Users can log on to a billboard or on the website with a combination of a username and password. [It might be a possibility to integrate the use of an OV-Chipkaart to identify a user] Users with a personal profile can look up newly taken pictures Name Sam Pietersen Gender Male directly, without having to look them up amongst the several Age 32 Hometown The Hague other pictures taken at the same day or week. Interested in News, sociology, psychology Occupation Human resource management Company Bongers BV Delft Marital status Cohabitating Another benefit of having a personal profile is the ability to get in touch with someone you have met during a session of Railroad Pong. This way, new friendships and/or business contacts might be realized in a playful, informal manner. 18 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • FLYERS & POSTERS The concept will be promoted with flyers and posters, placed and handed out on-site. The promotional campaign will start one week before the billboards are placed. Every day of this week, a new clue or ‘hint’ will be given. This way, the actual target group (daily commutors) will have an advantage over occasional travellers. Combining all the clues results in a free gift (OV Chips!) which can be collected at, for instance, the AH to go. MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 19
  • TECHNICAL ISSUES The rules and regulations for placing billboards are different for each community. For the Gemeente Delft the right to place a billboards is in the hands of one company, JCDecaux. The rights to place abri’s [showcases with light] are in the hands of CBS outdoor. They have the exclusive right to place abri’s in Gemeente Delft, so what every placed abri must be placed in consideration with CBS outdoor. An employee of CBS told that there are not that many regulations an abri’s on public places. It does not matter what materials are used, how heavy or light it must be or how big. There are some guidelines according to abri’s. An abri may not be inconvenient for the traveler. This means there must be a safe distance between train/ bus and passenger and the light the abri emits may not be too bright, it may not have sharp edges and it should not be in front, or blocking the view, of crucial points like information poles or ticket boxes. In 2010 CBS outdoor wants regulations concerning the distance; for instance, the distance from bus/train to abri should be at least 1,30m. This is not always the case because of the lack of space. However, 70 percent of the boroughs in The Neth- erlands are already handling these regulations. 20 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
  • CM LEVEL & CROSS-OVERS Project sam will be launched as a level 2 cross-media concept. It involves different content amongst a small amount of media. The concept stimulates the following cross-overs: • From flyers to interactive billboards • From flyers to website • From interactive billboards to website • From website to interactive billboards The project will be evaluated after six months. If it turns out to be a succes, further investments could be made to develop project sam into a cross media level 3 or 4 concept. An easy way to include the ability of user-generated content is to implement a sandbox-based digital paint feature. By providing several basic painting tools, such as brushes, shapes etc. users will be able to make their own piece of art. MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4 21
  • DETAILED DESIGN APPROACH The next phase of the project is to develop a detailed design based on the sam concept. One of the most obvious things to do is to develope fitting design for the billboards,which is able to include all the specified functionalities. The most important aspect of our detailed design will be the user interface. Therefore, one of our main focus points during the next phase of the project will be an extensive research on usability. Posters and flyers will be designed next, to inform and stimulate the target group. Also, a template of the website will be made to give an idea of how the cross-overs between billboards and internet will take place. All of the above mentioned aspects wil be designed according to the specifications of our brand image. This will ensure that the content on every media is recognized as part of project sam . 22 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4