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case study a brand new sky
- 1. Envisioning the newpositioning and the brand identity of an airline A “BRAND” NEW SKY Case Study engage by mapping
- 2. INTRODUCTION 2 THE POWER OFOUR BRANDING METHOD AND OTHER BUSINESS STRATEGIES Our work method is based on the principles and techniques of Visual Thinking. Visualization helps us to think clearly and to simplify key messages or concepts. Moreover, through visualization we achieve to transform complex information, making it concrete and easier to understand. Many companies think they know their customers, but do they really understand their motives? At last, when a company needs branding, it wants to evoke a positive emotional response that turns customers into brand lovers. Therefore, we strongly believe in providing a holistic approach focused on human being in order to deal with any business challenge.
- 3. 3 OUR METHODOLOGY BENEFITS Especiallyfor this Airline, the benefits obtained from our work method based on Visual Thinking Consultancy are very profitable to design a communication campaign. We explain below ourVisual Thinking Consultancy benefits one by one: : Each brain hemisphere has different responsibilities and ways of processing. Visual Thinking will allow us to merge the left and the right brain hemispheres to complement each other, so that we can come up with better ideas. : Our lean forward strategic work sessions have the best result working together with multidisciplinary teams of our client while we build on the collective brain. : Visual Language expresses meaning and ownership, because anyone contributes to the outcome. : We use visualization as the perfect catalyst to achieve our objectives, since they don’t stay any longer as an imagination in your head. Drawing goals allow us to have a sense of scale. : A visual helicopter view will provide us a better scope of the project to see possible challenges along the way and arguments to going in a certain direction. So that, we will be motivated. : At the same time, visualization helps us to memorize, to transform abstract ideas into something tangible and at last to create concrete outcomes. EXPLORE Situation Map THINK Discovery Maps SHOW Visual communication
- 4. Rafael Vivas Co-Founder ofvisualizamos We could almost say that boarding an airplane is almost similar to start a new business challenge, when we arrive in our destination we have to deal with a different environment. Equally, to succeed in an ever-changing and complex world, we need an open- minded team with creative thinking skills in order to adapt to any situation. Having experience and knowledge on the best Visual Thinking techniques, we aim to foster effective results within organizations. We know that the right use of Visual Thinking will generate the in better outcomes in communication, but also in generating ideas or solving (complex) business challenges. “ ” 4 WHY WE BELIEVE IN USING AGILE
- 5. 5 The opportunity tocreate a differentiate experience moved us to participate by designing our proposal for this Airline. The challenge was related to the creative development of the brand and the launch of the new website. We aimed at a younger target audience and the ultimate goal was to generate more traffic on the website what would have to result in more sales. Like happens in any challenge, the beginning is uncertain and confusing, while you learn more about a certain environment you have to discover what is the real problem you are trying to solve. What is the consumer’s perception of this Airline? What is the desired situation? How can we get there? Along this journey, it is important to hold on that vision and trust the process. Our process is divided in three phases: this phase allows us to settle targets for the project development and that will include a market research to be able to learn the “language” of the new strategic target audience. on this phase we analyse the data and draw conclusions from what we captured in the previous phase in order to start building a customized proposal. this phase will represent the style and design of our proposed creative concept.
- 6. EXPLORE Thanks to theclient’s help we already had clear objectives on mind, what facilitated us as a great starting point to begin with our exploration phase. Marketing: Spreading market share Launch of a new website Communication: Raise awareness by a younger target audience Build loyalty in this niche market Enhance the image of This Airline Using universal symbols to tell stories Publicity: Create brand experience: live it from the inside Transmit emotions: behind every flight you will find a hidden love story 6
- 7. Market Research What peoplesay What people will buy Large samples Broad insights Quantitative Looking back Secure Answers Centred Aspirations User Experience Research What people do How people use a product/service Small samples Deep and focused insights Qualitative Looking forward Valid Questions Context Needs 7 Our first step was to get a better understanding of the airline business environment and their customers. A research was needed. Most of us were used to marketing research, a systematic method of collecting and analyzing data, which is used to solve marketing problems about customers, product, market positioning, brand, promotion, etc. To achieve the best results, we recommend complimenting this research with a User Experience Research to generate a complete picture of the customers real needs. The difference between a market research and a user experience research is that a market research tends to focus on large numbers, demographics, how to segment the market, what people will buy and what people say rather than what people do. On the other hand, a User Experience Research is mostly interested in the qualitative understanding of people, which means treating them as individuals as they have their own backgrounds, objectives and interests. It is a way to approximate what kind of relationship people have with a website or a product. This research is especially focused on the different behaviours of people: what they do and how they interact. Finally, these findings are extremely important if you want to add true value to your brand. MARKET RESEARCH VS USER EXPERIENCE RESEARCH
- 8. THINK 8 EMPATHY MAPPING The UserExperience Research started with in-depth interviews and observations to gain essential findings. Then, we were able to create an archetype trough empathy mapping, representing the main customers of this Airline. Empathy maps are a perfect way to think through those who are the users of the service, bringing together the thoughts, feelings and experiences of an individual. We create the map to better understand the clients and their relationship with the brand/company. The maps consider what a customer might want from a service or product, helping us to understand how services/products could meet their needs. In addition, it generates focus and benefits for content creation, marketing and communication (incl video). Communications will get more reads and shares, as it will be especially tailored to the audience.
- 9. Beatriz González Datos demográficos Mujer 30años Grado en International Marketing Vive en Madrid Trabaja desde hace 5 años en Repsol Ingreso medio : €32.000 Rol: Marketing Manager Generation X (1961-1981) Características claves/habilidades/ actitud Uso Internet/Redes Sociales Usuario frecuente de: Estilo de vida festivales We created a better image of our archetype.: Beatriz Gonzalez, who represents the new younger target audience. So that, we extracted the following conclusions: target men and women between 24 and 45 who are economically doing well, who have a good standard of living, who are sophisticated and who have a lifestyle without boundaries. professional success, are natives in terms of technology and cannot live without their mobile as faithful companion to all their destinations. built through many cultures, they love travelling, whether adventure, curiosity, friends or going back home. 9
- 10. FOCUS GROUP To validateour initial assumption, we decided to conduct a focus group made of a careful selection of international individuals; one of them frequent flyer from Greece, another one from Netherlands, two from Argentina and another from Swiss. They exemplified the criteria of the target audience and they could represent the main group. The focus group Program contained activities specially designed to unleash creative thinking: A. How could an airline increase their sales through internet nowadays? B. Discover the new value curve C. Discover the new value curve D. Why do you buy a plane ticket? E. Why do you travel? The selected group with whom we worked are people who fly on a regular basis. Name Lucía Baldur Marianna Flavia Age 33 45 26 36 Work travels per year - 35 - 4 Leissure travels per year 8 4 10 8 10 Lucía baldur FLavia marianna
- 11. NEW POSITIONING In orderto develop the new positioning we used a graph to take a visual capture of this Airline position against the Premier and Low Cost Airlines, considering essential values: price / quality, transparency, freshness, flexibility, punctuality, comfort, safety, customer service, personal attention and social media. 11 price transparency freshness flexibility punctuality comfort safety customer service personal attention social media HIGHLOWMEDIUM PREMIER INTELIGENT OPTION LOW-COST
- 12. 12 MODEL CANVAS PROBLEMAS/ INQUIETUDES ACTIVIDADES CLAVE MÉTRICAS CLAVE PROPUESTA DEVALOR MENSAJE CLAVE DE LA PROPUESTA CANALES PÚBLICO OBJETIVO (PERSONA´S) El público objetivo tiene demasiadas opciones fieles Demasiada oferta & competencia ventas Viajar ya no es algo las clases sociales. para comprar por Internet con plataformas de buscadores de vuelos Misma calidad de precio menor Trato personal Horarios flexibles cuidan de si mismos vuelos Volar por amor Détras de cada vuelo se esconde una historia de amor # destinos Ventas Redes sociales
- 13. 13 CREATIVE CONCEPT The totaloutcomes are the result of the main creative concept: You fly because of love. Behind every flight a love story is hidden: love with your partner, friends or family. We discovered that when someone books a flight, it may seem a cold act, but actually it is not, as customers are in fact strengthening a relationship, either with their partner, friends, family or even with a hobby or a country. It can be seen as a declaration of love. Our new campaign proposed for this Airline was born out of the gathered insights plus the inspiration to use the emotional value and the universal symbol of love. It seems to be influencing the sales of airline tickets. With a sophisticated, personal and optimistic tone this Airline could launch its new website with the privilege and advantages of being part of a VIP CLUB.
- 14. SHOW Thanks to mappingout our ideas graphically, creating a customer archetype with a “real” face and involving the final customer we could visualize customers and enhance the ability to build their empathic understanding. Mapping ideas is essential to come up with the new branding strategy: the creative concept including the customized communication style. 14
- 15. 15 Then the mainconcept was defined it was just a matter of transforming it into a new suggested visual communication: Respecting the main house style, we upgraded the creative applications with the new creative concept and we represented it through a promotional video, a carefully re-designed logotype, the claim, banners, advertisements, website, social media, communication style, etc. The high-differentiated experience we wanted to achieve made it possible by using photographs with a strong appeal for a younger target audience. We made it more dynamic by applying illustrations and a warmer tone of colours and by using particular types of photos: 1 The young target audience living the travelling experience (airport, airplane). 2 The young target audience in social situations live and online (using technology, making “Selfies”, etc.). 3 The young target audience living unique experiences or doing fun activities outside Madrid. 4 Details about the trip (with or without people). Vuela por amor desde Madrid ¡Apúntate a nuestro newsletter! » Me apunto
- 16. As you cansee, making your work visible reduces risks and is practical to work in multidisciplinary teams, as you need to generate a shared vision, and translate it in actions and results within a short time. Do you need to rethink your branding strategy or do you want to find out how we can help you further in any other business challenge? Contact us for personalized advice. 16
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