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British American Tobacco Theatre Pack Product Launch Concept
 

British American Tobacco Theatre Pack Product Launch Concept

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Introducing a new product is difficult enough. Doing it in a way that draws attention to the product in a novel way, slightly more difficult. Here are the concepts I developed for BAT.

Introducing a new product is difficult enough. Doing it in a way that draws attention to the product in a novel way, slightly more difficult. Here are the concepts I developed for BAT.

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    British American Tobacco Theatre Pack Product Launch Concept British American Tobacco Theatre Pack Product Launch Concept Presentation Transcript

    • Bri$sh  American  Tobacco  Pack  Theatre  Product  Launch  Concept   v1  
    • ::  Brief  To  develop  a  pack  theatre  concept  for  a  new  Bri$sh  American  Tobacco  product  launch    To  develop  said  concept  with  regulatory  limita$ons  in  mind     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Insight  Consumers  form  posi$ve  rela$onships  with  brands  that  they  can  interact  with  in  novel  ways      Experien$al  branding  and  marke$ng  relies  on  consumer  par$cipa$on  therefore  needs  to  be  both  interes$ng  and  compelling    The  best  form  of  experien$al  brand  marke$ng  generates  word  of  mouth  buzz   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Proposi$on  Cool  is  fun.  Cool  is  interes$ng.      Cool  is  engaging.    Cool  is  defined  as  being  new,  beyond  expecta$ons  yet  easily  understandable  and  entertaining.  Our  proposi$on  to  the  consumer  is  that  they  engage  in  something  that  is  genuinely  cool,  because  they  don’t  expect  it,  yet  they  hear  about  it  and  want  to  go  and  experience  it.      Our  version  of  cool  is  out  of  this  world  and  of  this  world.  Our  cool  is  the  Big  Black  Box.   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Mechanics  Our  Theatre  Pack  Concept  is  quite  literally  –  a  Big  Black  Box.      Otherworldly.  It  looks  like  it  has  come  from  another  planet.  It  has  a  polished,  shiny,  black  surface  that  hides  something  inside  of  it.  It  lights  up  from  $me  to  $me,  showing  that  there  is  something  inside  of  it.  It  wants  you  to  interact  and  engage  with  it.      It  wants  you  to  discover  the  secret  inside  of  it.  Black  Boxes  keep  secrets  and  hide  mysteries.  We  want  consumers  to  open  the  Big  Black  Box.      What’s  in  the  Big  Black  Box?      Something  cool.   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  -­‐  Inspira$on  Manga  inspired  design;  ligh$ng  and  sound  effects  that  originate  from  The  BBB   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  -­‐  Inspira$on  Science  Fic$on  –  Electronic  City  /  Landscape     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  –  Ready  State   The  Big  Black  Box  in  the  Ready  State     What’s  going  on?   The  panels  are  lit,  there  is  movement,  video  or  light   effects,  sounds,  being  randomly  displayed  and  played     Customer  Journey   ①  Customer  no$ces  this  “cool”  box  in  the  retail   environment,  is  prompted  to  ask  sales  staff  –   “What  is  this?”   ②  Sales  staff  informs  customer  that  is  The  BBB  from   BAT  and  introduces  Product   ③  Customer  decides  to  make  trial  purchase,  and   pays  at  $ll,  dispensa$on  ac$vated  by  Athena  POS   system   ④  Customer  engages  The  BBB     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  –  Go  State   The  Big  Black  Box  in  the  Go  State     What’s  going  on?   The  front  is  transparent  and  reveals  inside  of  The  BBB,   a  control  panel  with  game  controller  flips  out  for  use   and  instruc$ons  appear  on  screen     Customer  Journey   ①  Customer  is  surprised  with  The  BBB  coming  to  life   ②  Customer  is  invited  to  play  an  ac$on  “Hero   Game”  which  will  last  2-­‐3  minutes   ③  Customer  can  enter  their  name  /  high  score     ④  Customer  receives  their  product   ⑤  The  BBB  goes  back  to  Ready  State  for  next   customer   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  –  Go  State  “Hero  Game”     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • So  what’s  the  BIG  idea  then?   The  end  result  is  to  generate  excitement  through   entertainment  and  a  posi$ve  connec$on  with  the   product  through  ac$ve  par$cipa$on  and  engagement  by   “winning”  a  game  as  a  Hero,  defea$ng  an  enemy  and   delivering  product  and  brand  messaging     This  will  create  posi$ve  buzz  and  interest  and  get   consumers  to  engage  with  the  Theatre  Pack  Pladorm     This  will  be  something  never  seen  or  experienced   before;  a  world  first  for  BAT  and  Theatre  Pack   Entertainment     But  wait  …  there’s  more  …   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  –  Claw  Once  again,  we  use  the  concept  of  The  Big  Black  Box,  yet  with  a  different  execu$on,  designed  for  smaller  retail  spaces    The  principles  of  “cool”  are  exactly  the  same,  with  the  mechanics  of  the  pladorm  being  altered  to  a  smaller  footprint  in  installa$on    This  is  how  it  works  …   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  Big  Black  Box  –  Claw  Inspira$on   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  BBB  Claw  –  Ready  State   The  Big  Black  Box  Claw  in  the  Ready  State     What’s  going  on?   The  panels  are  lit,  there  is  movement,  video  or  light   effects,  sounds,  being  randomly  displayed  and  played     Customer  Journey   ①  Customer  no$ces  this  “cool”  box  in  the  retail   environment,  is  prompted  to  ask  sales  staff  –   “What  is  this?   ②  Sales  staff  informs  customer  that  is  The  BBB  from   BAT  and  introduces  Product   ③  Customer  decides  to  make  trial  purchase,  and   pays  at  $ll,  dispensa$on  ac$vated  by  Athena  POS   system   ④  Customer  engages  The  BBB  Claw   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  BBB  Claw  –  Go  State   The  Big  Black  Box  Claw  in  the  Ready  State     What’s  going  on?   The  front  is  transparent  and  reveals  inside  of  The  BBB   Claw,  the  control  panel  with  game  controller  lights  up   for  use     Customer  Journey   ①  Customer  is  surprised  with  The  BBB  Claw  coming   to  life   ②  Customer  gets  to  play  the  “Claw  Game”    which   will  last  2-­‐3  minutes   ③  Customer  receives  their  product     ④  The  BBB  Claw  goes  back  to  Ready  State  for  next   customer   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • The  BBB  Claw  –  Go  State   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • So  what’s  the  BIG  idea  then?   The  end  result  is  to  generate  excitement   through  entertainment  and  a  posi$ve   connec$on  with  the  product  through  ac$ve   par$cipa$on  and  engagement  by  “winning”  a   commonly  known  game  format  –  “Claw”  –   where  the  consumer  is  challenged  to  “win”   their  product.     This  will  create  posi$ve  buzz  and  interest  and   get  consumers  to  engage  with  the  Theatre   Pack  Pladorm     This  will  be  something  never  seen  or   experienced  before;  another  world  first  for   BAT  and  Theatre  Pack  Entertainment     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Conclusion   Theatrical  Entertainment  in  this  conceptual   approach  is  about  crea$ng  curiosity  and  drama   by  presen$ng  a  Black  Box  that  is  to  be   explored  and  interacted  with.       There  is  an  understanding  that  there  will  be   the  delivery  of  the  product  of  the  interac$on.     The  use  of  digital  panels,  such  as  display   screens  means  that  these  units  can  be  re-­‐ purposed  if  desired  so.     This  is  a  new  innova$on  which  creates  buzz   around  the  product  and  the  brand       Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Thank  You!   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Addendum  –  Athena  POS   The   Athena  vending  solu$on  is  a  modular   pack  release  system  that  integrates  all  the   advantages  of  tradi$onal  vending  such  as  stock   security  with  the  usability,  control  and   repor$ng  of  point  of  sale  systems.       The  units  are  modular  in  design  so  they  may  be   configured  and  housed  to  create  the  required   effect.  The  housing  may  also  be  changed     without  replacing  the  working  mechanisms.       It  can  be  ac$vated  from  Point  of  Sale  or   alterna$ve  methods  such  as  buBons  or  touch   pads.  It  has  a    central  control  panel  which   allows  add-­‐ons  to  be  applied  at  any  stage.     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Addendum  –  Athena  POS   It  has  its  own  repor$ng  and  stock  control   systems  should  it  be  required  to  operate   independently  of  a  POS  system.     It  will  also  func$on  as  a  stand  alone  unit   or  in  a  series.  It  has  wireless  capabili$es,   all  that  is  required  where  the  unit  is   placed  is  a  power  cable.      It  also  has  remote  access  capabili$es  so   that  informa$on  such  as  sales  and  stock   holding  may  be  harvested.     Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Addendum  –  Athena  POS   Our  Isis  system  allows  for  the  ac$va$on   of  controls  from  signal  derived  from  any   Windows  based  Point  of  Sale  system  like   Micros,  GAAP,  Pilot,  Aloha,  Positron,   Vectron  POS.       This  is  achieved  by  just  reading  signals  and   it  will  not  interfere  with  the  venues   opera$ng  system  in  any  way.       The  Isis  system  may  also  func$on  as  a   trigger  mechanism  for  other  func$ons   such  as  content  display  or  ac$va$ons.   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong  
    • ::  Addendum  –  Athena  POS   Athena  lays  the  base  for  many  add-­‐on   consumer  experience    ac$vi$es  such  as   the   Air  Chute  or   Through  the  Counter   vending .       It  has  been  engineered  to  handle  mul$ple   input  and  output  signals  that  may  be  used   to  create  ligh$ng  or  movement  on  specific   triggers  such  as  a  sale.     It  also  has  the  capabili$es  to  hold  various   pack  sizes  and  stock  holding  dependent   on  applica$on.   Copyright  |  Brandcast  |  A  LiBle  Bit  Wrong