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Veronika Kistamas
Student ID# 03765048
Academy of Art University
Graduate School of Advertising
Creative Strategist
Midpoi...
“When you have a rainbow deep down in your heart, your smile will shine
bright. You know you’re a part of that colorful, m...
- TABLE of CONTENTS -
RESUME
AUTOBIOGRAPHY
ME, MYSELF, AND I
MY PROCESS
CULTURE MAP
BEHAVIOR & HABITS
SEGMENTATION
THE CHAINSAW CHALLENGE
CULTUR...
- RESUME -
Name:			Veronika Kistamas
Address:		 240 Bay Street, Apt. 407 San Francisco 94133 CA
Telephone:		 415-852-2253
...
EDUCATION
2012- Present		 Academy of Art University, San Francisco, CA
				MFA, Advertising: Creative Strategy
2006- 2009	...
- AUTOBIOGRAPHY -
Veronika is a young creative strategist. As an Account Planner for 3-1/2
years at Grey Advertising, she ...
I love my life. I lived in Iceland, I was cham-
pion, and I broke my right ring finger twice.
My parents lost me in Italy....
- ME, MYSELF, and I -
“It’s better to be absolutely ridiculous than absolutely boring.”
— Marilyn Monroe
FIGHTER
PERFECTIONIST
POSITIVE	
CURIOUS
RESTLESS
STUBBORN
SPONTANEOUS
PERSISTENT
PRECISE
HONEST
CHEERFUL
PRACTICAL
- MY PROCESS -
1.	 Listen, Observe, Explore
2.	 Research, Sleep on it, Find patterns
3.	 Organize, Build a story, Create a...
LISTEN, OBSERVE, EXPLORE
I listen to people. Sometimes I even talk to them.
I watch people. I take notes on what they do, ...
Project: Culture Map
Class: Intro to Account Planning
Instructor: Cameron Maddux
Semester: Fall 2012
I got a piece of map...
...and the assignment was to
create a culture map. No more
instructions.
What did I do?
I went the...
“Gems are scattered in unexpected nooks throughout
this funky, somewhat derelict neighborhood in transition.”
“Newly trendy Hayes Valley is packed with shops
that carry the work of local designers and artists.
Hayes street is now li...
Project: Behavior & Habits
The ‘Movie-going’ experience
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall...
WHY DO YOU
CHOOSE THAT
SEAT?
The ‘Movie-going’ Experience
Project
WHAT?
I spent a
whole semes-
ter on observ-
ing people
i...
People alone:
• sit on the side, or the front
• use their phones until the show 	
starts
• more decisive, they try not to ...
MY OBSERVATIONS:
• People at the sides are more likely than people at the center to put up their 	
feet on the back of the...
RESEARCH, SLEEP ON IT,
FIND PATTERNS
The World Wide Web is extremely useful, but
you have to make sure that it isn’t your ...
Project: Segmentation - Snacking
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall 2013
Art Director/ Cop...
WHY DO PEOPLE
?
Stress
Temptation
Boredom
Habit
Hunger
Maintain blood sugar
Emotional
EaterTemptationStress
“I feel like eating other than regular
dinner, lunch breakfast stuff, and which
feels tast...
Vending
Machine Fan
“If I walk past a vending machine, it’s
hard not to get something.“
Temptation
Hunger
Habit
Healthy
Biter
“I usually snack because I am hungry
between meals, and do not want to
become ravenous, and overeat, or let ...
Boredom
Nibbler
“I snack at work because I have such a
boring job. Sometimes I go to the shop
just to get out of the offic...
Breakfast Lunch Dinner Bed
Time
WHEN DO PEOPLE SNACK?
Temptation
Habit
Hunger
Boredom
Maintain
blood
sugar
Stress
SNACKING
UNIVERSE
ORGANIZE, BUILD A STORY,
CREATE AN IDEA
At this stage I usually have groups, or some
sort of organization. Then I find con...
Project: The Chainsaw Challenge
Class: Visual storytelling
Instructor: Lowell Jervis
Semester: Spring 2014
Art Director/ C...
THE BRIEF
Challenge
Sell a chainsaw to a San Franciscan visually
The crux of a challenge
How can a chainsaw make urban peo...
San Francisco–Oakland earthquake of 1989.
Caused more than 60 deaths, thousands of
injuries, and widespread property damag...
Carving pumpkin is
a tradition.
Carving wood is art.
Lost the key?
Project: Cultural Movement
Class: Creative Thinking
Instructor: Cameron Maddux
Semester: Fall 2013
Art Director/ Copywrite...
“You’re better to move
your cardiologist’s
phone number to your
speed dial before the
lights go down.”
START	
  FIELD	
  DATE	
  :	
  10/24/2010
END	
  FIELD	
  DATE	
  :	
  06/01/2011
DATE	
  EXECUTED	
  :	
  12/17/2013
SELE...
The crux of the challenge
How can a movie theater in addition entertain you, also take care of you?
The inciters who fan t...
“It’s important to make improvements where you can and this is just one step in
an ongoing effort.” - Damien Farley, Landm...
Healthier Healthy
IDEA ON THE RISE Movie theaters don’t have
any healthy snack options.
“I don’t like going to the
theater...
CREATE EXPERIENCE,
PLAY WITH IT
If there is any chance to create experience
around my story, I will do it. I love playing
...
Project: Horrible Business Idea
Class: Strategic Thinking
Instructor: Michael Brandt
Semester: Fall 2013
Art Director/ Cop...
The challenge
Come up with a creative and feasible marketing plan for a horrible
business idea; a bar that is only open 1 ...
NAME: The Happiest Hour
LOCATION: Mission District, SF
OPEN HOUR: 11 pm -12 am
ICON: White Rabbit
INFORMATION
All you can drink bar
Pay at the entrance
$ 0.50/ minute
No menu, No service
Drinks are dispensed on a
conveyor belt
The b...
OUTSIDE
INSIDE
Who are we talking to?
How are we talking to them?
Send out Snapchat
invitations to every
Snapchat user
in San Francisco
Generate Buzz
Create Mystery
Reveal Location
Generate conversation
Keep up the attention
Snapchat crazy party pictures
Give more information on the
website
Add more mystery;
secret password...
INSPIRE, SERVE IT
When it comes to presentation I make sure
that I give my audience something that
they will remember. I w...
Project: Customer Decision Journey
The ‘Movie-going’ experience
Class: Creative Thinking
Instructor: Cameron Maddux
Semest...
What happens from the point when you find a film that
interests you, until the point you sit down in the movie
theater and...
I have always been amazed by the cloud.
This time I got also inspired by them.
I applied the analogy of cloud formation for the customer
decision journey in terms of the ‘Movie-going’ experience.
TRIGGER: Attention
Specific film
Movie-going in general
- A good trailer
- Recommendation
- Bad/ rainy weather
- Smell/ Si...
Movie-going in general
CONDUCTION: Notion, Motivation
Make the DECISION: What? Where? When?
Specific film
- Look for show ...
PRECIPITATION: Use, Experience
Specific film
Movie-going in general
- Movie time: watch the film
- Enjoy the experience: s...
Time
Trigger
Decision
Action
Engagement
Radiation
Conduction
Convection
Precipitation
Evaporation
ENGAGEMENT TIME MAP
- TIMELINE of COURSES -
FALL 2012
ADV 605 Digital Graphics
Denise Richards
ADV 623 Account Planning
Cameron Maddux
ESL 604...
FALL 2013
ADV 600 Strategic Thinking
Michael Brandt
ADV 624 Creative Thinking for Advertising
Cameron Maddux
COM 602 Editi...
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
Portfolio Veronika Kistamas (midpoint)
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Portfolio Veronika Kistamas (midpoint)

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This portfolio book was presented at my Mid-point Review at the Academy of Art University in San Francisco. All projects were created for school.

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Transcript of "Portfolio Veronika Kistamas (midpoint)"

  1. 1. Veronika Kistamas Student ID# 03765048 Academy of Art University Graduate School of Advertising Creative Strategist Midpoint Review 10 March, 2014
  2. 2. “When you have a rainbow deep down in your heart, your smile will shine bright. You know you’re a part of that colorful, magical, feeling you’ll find, when you have a rainbow inside.” — Author Unknown HELLO. I’m Veronika. This is My Book.
  3. 3. - TABLE of CONTENTS -
  4. 4. RESUME AUTOBIOGRAPHY ME, MYSELF, AND I MY PROCESS CULTURE MAP BEHAVIOR & HABITS SEGMENTATION THE CHAINSAW CHALLENGE CULTURAL MOVEMENT THE HORRIBLE BUSINESS IDEA CUSTOMER DECISION JOURNEY TIMELINE OF COURSES
  5. 5. - RESUME - Name: Veronika Kistamas Address: 240 Bay Street, Apt. 407 San Francisco 94133 CA Telephone: 415-852-2253 Email: veronika_kistamas@hotmail.com
  6. 6. EDUCATION 2012- Present Academy of Art University, San Francisco, CA MFA, Advertising: Creative Strategy 2006- 2009 Budapest College of Communication and Business, Hungary BA,Media & Communication: PR, Advertising, Marketing PROFESSIONAL EXPERIENCE 2009-2012 Grey Advertising, Hungary, Account Planner - Worked on the Procter&Gamble and GSK accounts - Successfully managed five Central European countries - Won two Bronze Effie Awards, and two Team P&G Awards - Developed integrated creative strategies for P&G brands (Downy and Fairy) - Monitored the competitors, and analyzed the markets 2007-2008 Createam Advertising,Hungary, Hostess - Took part in different promotions, events, and festivals - Worked on brands like Phillips, Finlandia Vodka, and Cote d’Or 2004-2005 HD Group Communication Agency, Hungary, Hostess - Involved in product sampling and promotions COMPUTER SKILLS Adobe CS6 Suite: Bridge, InDesign, Photoshop, Illustrator Microsoft Office: Word, Excel, Power Point, Outlook Social Media: Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, LinkedIn Final Cut Pro X LANGUAGE Hungarian- Native, English- Fluent, German- Basic
  7. 7. - AUTOBIOGRAPHY - Veronika is a young creative strategist. As an Account Planner for 3-1/2 years at Grey Advertising, she won two Effie awards in integrated campaign category for Procter & Gamble. Originally from Budapest, Hungary, Veronika earned her BA diploma in Advertising. Currently she is a master degree candidate in Advertising at Academy of Art University, where her major focus is Creative Strategy.
  8. 8. I love my life. I lived in Iceland, I was cham- pion, and I broke my right ring finger twice. My parents lost me in Italy. I am more right- brained than left-brained. My last name means Small Tom in Hungarian. I don’t like meat at all. I need freedom. Laughing can cure. I sleep more than average people do. Sailing equals freedom. I can’t live without sports. I’m a perfectionist, and I need challenges. Crying makes me feel good sometimes. I pay attention to little details. I love hugging, but with a full heart. I’m a fighter and I’m very competitive. I prefer salty over sweet. I talk in my sleep. I am not perfect, but just enough.
  9. 9. - ME, MYSELF, and I - “It’s better to be absolutely ridiculous than absolutely boring.” — Marilyn Monroe
  10. 10. FIGHTER PERFECTIONIST POSITIVE CURIOUS RESTLESS STUBBORN SPONTANEOUS PERSISTENT PRECISE HONEST CHEERFUL PRACTICAL
  11. 11. - MY PROCESS - 1. Listen, Observe, Explore 2. Research, Sleep on it, Find patterns 3. Organize, Build a story, Create an idea 4. Create experience, Play with it 5. Inspire, Serve it “Making the simple complicated is commonplace; making the complicated simple is creativity.” — Charlie Mingus, Jazz Legend
  12. 12. LISTEN, OBSERVE, EXPLORE I listen to people. Sometimes I even talk to them. I watch people. I take notes on what they do, how they behave, and interact with each other. I be- come an anthropologist, and I go to see people in their own environment. I collect information. Lots of information. I write, draw, take pictures, record, film, touch, taste, and smell.
  13. 13. Project: Culture Map Class: Intro to Account Planning Instructor: Cameron Maddux Semester: Fall 2012
  14. 14. I got a piece of map... ...and the assignment was to create a culture map. No more instructions. What did I do? I went there several times; when it was sunny, gloomy, and even at night. I took tons of pictures, and wrote down everything that was related to culture.
  15. 15. “Gems are scattered in unexpected nooks throughout this funky, somewhat derelict neighborhood in transition.”
  16. 16. “Newly trendy Hayes Valley is packed with shops that carry the work of local designers and artists. Hayes street is now lined with hip boutiques and galleries, wine bars, and restaurants.” ELEGANT RESTAURANTS CAFES HOUSEWARES AND HOME ACCESSORIES SOAP BOUTIQUE MACAROON AND CHOCOLATE SHOPS FANCY CLEAN UNIQUE GLAMOROUS LOCAL PEOPLE DESIGN FASHION PARK
  17. 17. Project: Behavior & Habits The ‘Movie-going’ experience Class: Creative Thinking Instructor: Cameron Maddux Semester: Fall 2013
  18. 18. WHY DO YOU CHOOSE THAT SEAT? The ‘Movie-going’ Experience Project WHAT? I spent a whole semes- ter on observ- ing people in the movie theater, and particularly on their behavior in the room and how they choose a seat. WHERE? I went to those movie theaters, where are no assigned seats, every- body chooses the seat when they get to the room. (E.g. AMC) WHEN? From September to December 2013 I went to see several movies in different show times, such as afternoon, evening, and night movies. WHY? I wanted to understand people’s choice on seats, and behaviors in the movie theater. HOW? I always went to the room an hour before the show started, and sat at the very last row. I took notes on people, drew the layout of the room, and marked who sits where. WHAT MATTERS WHEN IT COMES TO THE ‘MOVIE-GOING’ EXPERIENCE? HOW DO YOU CHOOSE A SEAT?
  19. 19. People alone: • sit on the side, or the front • use their phones until the show starts • more decisive, they try not to draw attention to themselves People in pairs: • talk until the show starts • this is the most common number of people going to a movie theater • play with their phones when their partner goes to the restroom People in groups: • the least common group in the theater • hesitate on more complicated seating decisions • usually one person in the party saves seats, while others get snacks and visit restroom • sometimes trade seats with each other after seats are selected
  20. 20. MY OBSERVATIONS: • People at the sides are more likely than people at the center to put up their feet on the back of the seat in front of them • People come to the room to select good seats, and then they leave and visit the restroom and/or get snacks • Everybody avoids sitting next to a stranger; leaves an empty seat next to them • People who enter during commercials look up at the screen first before turning around to find a seat • People try to avoid people sitting in front of them • Late people don’t think that much about seating, they pick the side seats • The center & middle is the most popular area • When people sit down, they settle in: take out their coat, jacket, put the beverages into the holder, try the seat, etc. - make themselves ‘at home’ • Most sit on the same side of theater that they entered; few cross to the other side of the theater to find seating • People use their fingers to point out the seats where they want to sit
  21. 21. RESEARCH, SLEEP ON IT, FIND PATTERNS The World Wide Web is extremely useful, but you have to make sure that it isn’t your only source of information. I do a lot of research in addition to my off-line observations. When my mind is full of information I usually sleep on it in order to see the cluster with a clean and fresh mind. I find patterns later, when I take a step back, and I’m not focused on the research itself. I try to see the big picture.
  22. 22. Project: Segmentation - Snacking Class: Creative Thinking Instructor: Cameron Maddux Semester: Fall 2013 Art Director/ Copywriter/ Account Planner Veronika Kistamas Sketches: Ece Arihan
  23. 23. WHY DO PEOPLE ? Stress Temptation Boredom Habit Hunger Maintain blood sugar
  24. 24. Emotional EaterTemptationStress “I feel like eating other than regular dinner, lunch breakfast stuff, and which feels tasty and good to eat at anytime. I also need to eat something when I am depressed or stressed.”
  25. 25. Vending Machine Fan “If I walk past a vending machine, it’s hard not to get something.“ Temptation Hunger Habit
  26. 26. Healthy Biter “I usually snack because I am hungry between meals, and do not want to become ravenous, and overeat, or let my blood sugar drop...there are times, when I feel like snacking because I’m watching TV, but I usually don’t let myself do that.” Habit Maintain blood sugar Hunger
  27. 27. Boredom Nibbler “I snack at work because I have such a boring job. Sometimes I go to the shop just to get out of the office for a while. I will want to eat at work when I know I’m not even hungry, yet I don’t really do this at the weekends.” Temptation Habit Boredom
  28. 28. Breakfast Lunch Dinner Bed Time WHEN DO PEOPLE SNACK?
  29. 29. Temptation Habit Hunger Boredom Maintain blood sugar Stress SNACKING UNIVERSE
  30. 30. ORGANIZE, BUILD A STORY, CREATE AN IDEA At this stage I usually have groups, or some sort of organization. Then I find context, some kind of presentational world, where my story can live in. Based on my research I come up with ideas. When I have lots of ideas, I’ll pick the best ones and develop them further. Later on, it usually turns out which one works, and which one doesn’t.
  31. 31. Project: The Chainsaw Challenge Class: Visual storytelling Instructor: Lowell Jervis Semester: Spring 2014 Art Director/ Copywriter/ Account Planner Veronika Kistamas
  32. 32. THE BRIEF Challenge Sell a chainsaw to a San Franciscan visually The crux of a challenge How can a chainsaw make urban people’s lives better? Where can a chainsaw connect to a San Franciscan’s life? The inciters who fan the flame Active, art lover San Franciscans Spark Chainsaw as a household tool, and a new art tool Talk value Hipster culture in San Francisco Art movements, self expression forms San Francisco is one of the most dangerous city in the Bay Area in event of earthquake
  33. 33. San Francisco–Oakland earthquake of 1989. Caused more than 60 deaths, thousands of injuries, and widespread property damage. Are you prepared for the next one?
  34. 34. Carving pumpkin is a tradition. Carving wood is art. Lost the key?
  35. 35. Project: Cultural Movement Class: Creative Thinking Instructor: Cameron Maddux Semester: Fall 2013 Art Director/ Copywriter/ Account Planner Veronika Kistamas
  36. 36. “You’re better to move your cardiologist’s phone number to your speed dial before the lights go down.”
  37. 37. START  FIELD  DATE  :  10/24/2010 END  FIELD  DATE  :  06/01/2011 DATE  EXECUTED  :  12/17/2013 SELECTED  BASE  :  STUDY  UNIVERSE any  agree any  agree Total I  FEEL   GUILTY   WHEN  I   EAT   SWEETS I  OFTEN   SNACK   BETWEEN   MEALS Snacking   FRUIT  ALSO Snacking   FRUIT             MOSTLY Sample 12  106 4  801 7  518 1  973 651 Weighted(000) 225  543 85  786 147  615 37  482 14  588 Total Vertical  % 100,0% 100,0% 100,0% 100,0% 100,0% Horizontal  % 100,0% 38,0% 65,4% 16,6% 6,5% Index 100 100 100 100 100 Total  % 100,0% 38,0% 65,4% 16,6% 6,5% Sample 1  059 519 749 215 73 Weighted(000) 17  465 8  069 13  362 3  851 1  210 I  AM  A  REGULAR   Vertical  % 7,7% 9,4% 9,1% 10,3% 8,3% MOVIE  THEATER  GOER Horizontal  % 100,0% 46,2% 76,5% 22,0% 6,9% female Index 100 121 117 133 107 Total  % 7,7% 3,6% 5,9% 1,7% 0,5% Sample 771 324 512 122 *46 Weighted(000) 15  024 6  475 10  742 2  527 *1  277 I  AM  A  REGULAR   Vertical  % 6,7% 7,5% 7,3% 6,7% *8,8% MOVIE  THEATER  GOER Horizontal  % 100,0% 43,1% 71,5% 16,8% *8,5% male Index 100 113 109 101 *131 Total  % 6,7% 2,9% 4,8% 1,1% *0,6% *      Indicates  cell  count  from  31  to  60.  Projections  may  be  unstable,  use  with  caution. **    Indicates  cell  count  below  31.  Projections  are  likely  unstable,  use  with  caution. External  sources  of  data  are  not  MRC  accredited. Copyright:  2013  Experian  Information  Solutions,  Inc.  All  rights  reserved. CROSSTAB  TITLE  :  Untitled STUDY  NAME  :  Spring  2011  NHCS  Adult  Study  06-­‐month STUDY  TYPE  :  Population Regular moviegoers, who identify themselves as female are: • 21% more likely to feel guilty when they eat sweets, • 17% more likely to snack between meals, • 33% more likely to snack fruit also, • 7% more likely to snack fruit mostly, than the overall population
  38. 38. The crux of the challenge How can a movie theater in addition entertain you, also take care of you? The inciters who fan the flame Health conscious movie lovers Even McDonald’s offers apple slices. Why don’t movie theaters have any healthy snack options? Surely, no one expects you to sit through a two-hour movie with nothing to eat or drink. But at the end of the day, you spend 2 hours without moving and eating up at least 34 grams of saturated fat, and 10 teaspoons of sugar. Movie theaters as a social place, art playground, and entertainment source. Other social places: gyms, coffee shops, offices. Spark A movie theater that treats you well. Refill your energy tank in the movie theater. Balance out the 2 hour sitting with a healthy snack. Talk Value Regular moviegoers, (any agree) who are female are 33% more likely than the overall population to eat fruits also when it comes to snacking. People sneak in their own food to movie theaters, because what theaters offer are either too expensive, or don’t have the option that they want. Health Consciousness THE BRIEF
  39. 39. “It’s important to make improvements where you can and this is just one step in an ongoing effort.” - Damien Farley, Landmark Theaters’ Director of Concessions We provide our customers with numerous amenities, including digital projection, a selection of gourmet concession items, in-theater sales of DVDs, books and CDs as well as Landmark’s signature brand of customer service. THE CULTURAL MOVEMENT “Our customer base not only loves independent film but are also environmentally conscious and this is one more way we feel we can connect with them in a positive way,” Ted Mundorff. Landmark Theaters’ CEO Landmark Theaters is the nation’s largest theater chain dedicated to exhibiting and marketing independent film.
  40. 40. Healthier Healthy IDEA ON THE RISE Movie theaters don’t have any healthy snack options. “I don’t like going to the theater, I don’t trust the food.” Going to the movies is a social experience — and that means eating for many people. But you don’t have to miss out on the fun just be- cause you’re watching what you eat. Landmark Theater the new energy stations. The theater couldn’t just entertain you, but could take good care of you and treat you well, by bringing in fresh veggies and fruits from local farmers. That would support local farmers too, and give the opportunity to moviegoers to get healthy snack in the theaters.
  41. 41. CREATE EXPERIENCE, PLAY WITH IT If there is any chance to create experience around my story, I will do it. I love playing around, and actually doing things with my hands. I believe that computer limits creativity, and there are stories that are just better told with an actual experience than a digital presentation.
  42. 42. Project: Horrible Business Idea Class: Strategic Thinking Instructor: Michael Brandt Semester: Fall 2013 Art Director/ Copywriter/ Account Planner Valentine Coget & Veronika Kistamas
  43. 43. The challenge Come up with a creative and feasible marketing plan for a horrible business idea; a bar that is only open 1 hour a day. The crux of the challenge What can a bar do in 1 hour a day? The inciters who fan the flame Happy hour fans New and unique entertainment source seekers Spark The happiest hour in town Talk Value Limitation generates desire Mystery creates interest THE BRIEF
  44. 44. NAME: The Happiest Hour LOCATION: Mission District, SF OPEN HOUR: 11 pm -12 am ICON: White Rabbit INFORMATION
  45. 45. All you can drink bar Pay at the entrance $ 0.50/ minute No menu, No service Drinks are dispensed on a conveyor belt The bar is an elevator, which takes you to the street level, and you’re kicked out at midnight CONCEPT
  46. 46. OUTSIDE
  47. 47. INSIDE
  48. 48. Who are we talking to?
  49. 49. How are we talking to them? Send out Snapchat invitations to every Snapchat user in San Francisco Generate Buzz
  50. 50. Create Mystery
  51. 51. Reveal Location
  52. 52. Generate conversation
  53. 53. Keep up the attention Snapchat crazy party pictures Give more information on the website Add more mystery; secret password Change location
  54. 54. INSPIRE, SERVE IT When it comes to presentation I make sure that I give my audience something that they will remember. I want them to actually see, feel, experience, what my idea really is. I’m passionate about my work and at this final stage I love to convey this passion in an inspirational way.
  55. 55. Project: Customer Decision Journey The ‘Movie-going’ experience Class: Creative Thinking Instructor: Cameron Maddux Semester: Fall 2013
  56. 56. What happens from the point when you find a film that interests you, until the point you sit down in the movie theater and the show starts? And after? What makes you watch a movie in a movie theater? How do you decide the what, where, and when? What has an impact on you when it comes to decision making? What happens after you have watched the movie?
  57. 57. I have always been amazed by the cloud. This time I got also inspired by them.
  58. 58. I applied the analogy of cloud formation for the customer decision journey in terms of the ‘Movie-going’ experience.
  59. 59. TRIGGER: Attention Specific film Movie-going in general - A good trailer - Recommendation - Bad/ rainy weather - Smell/ Sight of popcorn - Boring day - Lack of idea what to do - Movie ticket discount Specific film Movie-going in general RADIATION: Consideration, Evaluation - Watch the trailer - Read the storyline - Check the cast - Read reviews - Check Movie theaters’ offers - Watch trailers - Ask friends, family - Weather forecast - Check prices/ discounts - Preselect some films, check with friends Watch, Check, Read, Talk, Ask CUSTOMER DECISION JOURNEY
  60. 60. Movie-going in general CONDUCTION: Notion, Motivation Make the DECISION: What? Where? When? Specific film - Look for show time - Check the time with friends and set the time, and place - Pick the film CONVECTION: Action Specific film Movie-going in general - Moment of purchase - Getting ready for the movie: buy popcorn, beverages, go to the theater, choose seat, settle in Organize, Arrange, Decide Go, Purchase, Act
  61. 61. PRECIPITATION: Use, Experience Specific film Movie-going in general - Movie time: watch the film - Enjoy the experience: seat, view, visual, sound, audience, snack EVAPORATION: After effect Specific film - Talk about the film - Share your opinion - Recommend it to other people - Post purchase experience - Talk about the experience Movie-going in general Engage, Watch, Enjoy, Participate Share, Recommend
  62. 62. Time Trigger Decision Action Engagement Radiation Conduction Convection Precipitation Evaporation ENGAGEMENT TIME MAP
  63. 63. - TIMELINE of COURSES - FALL 2012 ADV 605 Digital Graphics Denise Richards ADV 623 Account Planning Cameron Maddux ESL 604 English for Art Purposes Helen Fraser SPRING 2013 GLA 603 Cultural Anthropology Jennifer Taylor ADV 602 Art Direction Lance Anderson ADV 604 Copywriting Techniques Scott Storrs ADV 622 Perspectives in Advertising James Gleeson, Ken Mandelbaum SUMMER 2013 GLA 621 History & Techniques of Character Animation Mary Kathleen Quaife
  64. 64. FALL 2013 ADV 600 Strategic Thinking Michael Brandt ADV 624 Creative Thinking for Advertising Cameron Maddux COM 602 Editing Essentials for Multimedia and Communications Benjamin Packard GLA 602 The Art & Ideology of the 20th Century Susan Sutton SPRING 2014 ADV 699 Visual Storytelling Lowell Jervis WNM 622 Digital Capture Amy Carr COM 620 Writing for a Media Specialty Richard Hart GLA 676 Professional Practices for Designers & Advertisers Shel Perkins SUMMER 2014 ADV 800 Directed Study ADV 800 Directed Study/ Internship FALL 2014 - Graduation ADV 800 Directed Study ADV 800 Directed Study ADV 800 Directed Study ADV 800 Directed Study
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