For this brief the outcome need to create a engaging campaign for Orchard Pig Cider, the client, which is mostly digital or take advantage of social media uses. The outcome need to engaging with the audience allowing a strong brand identity to be promoted whilst increasing consumerism of the brands products. The client aims for have created any interesting or captivating outcome that takes advantages of the social media or digital interaction use of the target audience.
The target audience research has shown that a majors brand feature that influence brand choice as well as effect the target market to purchase over competitor brands are - price point, label design, prior taste test , brand knowledge/awareness, offers, accessibility, and usability. As it have been shown these are the influences specifically target the intent market these will be effect in the final idea.
A range of ideas for this brief have been collected feedback from the target audience will then explore the main idea to find out which fits the clients intention the most accurately therefore fulfilling the live brief the most accurately.
SnapChat Focused Ideas
SnapChat is very popular social media site interactive with by the target market age range. Currently it's one of the Apps Store most popular social sites after Instagram, Whats-app, Facebook and Facebook Messager overtaking Twitter and Youtube. SnapChat is used daily by most of the target market as photosharing social site where users can post 'stories', photo that last 24 hours seen by all their followers, send personal photos to other users, follow celebrities, apply 'filters' which are mask like humorous effects to their faces via facial recognition software, or stickers which are added to photos differentiating via location and time. As the use of this site as become more and more popular over the last 2 years many brands have used it as a form of advertising via brand personal filters or stickers. Currently the brand has no SnapChat Presence, exploring this social site will fit ith the clients brief aims of expanding on to new social sites.
Bottle Label
This idea would take advantage of the filter effect available along with the shop sold bottle cider the product range produced by the client which appeals most to the market in-combination. The app allows it's user to interactively apply a wide range of humorous daily changing filters to their faces or faces in the environment via facial recognition software, these changing filters are a largely popular feature of the app with it's users. As brands like cream egg and many films have already taken advantage of personalizing the filters available this idea is to create a bottle that the filter can be applied to.
The bottle would incorporate the face of a pig (the brands unique selling point and identifier) that the audience could apply the daily changing filters to. This would allow the audience to interactively engage with the physical product of the brand via the use of a digital social media site whilst sharing the final image with their followers. Creating an image the user share on their personal account of the page would allow a wider audience to be reached, which would would show a wider audience than brands identity whilst encouraging the market to take part in the filter application via promoting the sales of the bottle. The filers would apply different unique effect to the pigs face so each day the new filters would give a different outcome to the bottle's face each time the user buy a bottle where as a filter would only be available or unique for a day. Also this would courage purchase as the audience would have to buy the bottle apply the filters. Different bottle could have a range of different face styles, meaning the interaction and the output imagery with the bottle could range.
Promotes the brand social as the client aims for whilst also focusing on the lighthearted mischievous ideology the brand wan to portray, fits the tone of voice the client is looking for from it's outcome and links to the clients unique selling point.
Filer Idea
'Snap-chat would be the best site to explore for this brief as it's the more interactive, playful site popular with this audience range as well as the company already having link to the other social medias.' feedback from target audience survey
This idea would either be to included a bar-code or scan-able part of bottle design that allows the user to unlock a personalized SnapChat filter or just to create a SnapChat Filter for the brand. The bottle would include a part which the audience then scans via the app to give them a new free SnapChat filter which is built around the brand.The filter would be a Pig Face that can then be applied to their or others faces but would also include the brands logo in the same style Cream Egg or Jameson filters did.
Create a snapchat place filter
In selected areas Snapcat users can apply features which add a stamp/text to their imagery expressing where they are, eg in Manchester they can apply the Manchester stamp to their photos. This idea would use that the cider originated near Glastonbury, and would create a personalized filter for this area including the Orchard Pig Logo. This would mean anyone near or when they visit the area could apply this to their images. This would be very popular around the time of the festival whilst creating an associations with the festival and the brands history.This place flier/sticker is another feature of snap chat the audience use t show off where they are/have traveled to.
Pig Pop Up Event Idea
Even-though the brief tents towards a digitally based idea outcome this would create this via social interaction of the users with the brands. The brand would engage with the audience via a social media hype around the clients brand promoted via selected event where the target market then posts images or comment about the event therefore brand on social media or an event is social media advertised/based. This link to the same basic idea and theme as the to the other social media promotional work the brand has taken part in, the glastonbruytraffic and the catapultmycan campaigns. The event would be a pig based pop-up shop where the audience can sample the cider for free, the popup shop would be heavily designed around pig jokes or pig pun. The whole pop-up shop would be created to be inspired by pigs, the items of the store would reflect the brands selling point via this style.
The pop up store would be visual interactive experience solving the issue of the student target market only purchasing brand they have tested before by creating a event where the audience can try the cider for free whilst also expressing the tone of the brand via pig related humorous items. The popup store would replace normal bar items with pig related pun or items. Hay Bails in replacement of seats, troffs instead of tables, ect. The store aesthetic would be based around the selling whilst being very over the toop, this would attract the attention of the audience and allow them to post about the pop up store on Social sites using the hashtag popuppig. The images and content the audience post would then become promotional form of advertising for the brand whilst allowing the target market to test the products and creating a social hype around the brand. The event would tour the UK, appearing at festivals ect where the target market have a heavy presence.
Pig Theme Free Gift/Serve
As research into target market purchase motives suggested that often the market make purchases and will buy selected product due to free promotions or offers, the student audience is swayed to new brands via free items. This idea would then use this feedback to promotional sell via an a range of free pig related items the audience can interact with or use. The free items would be ranges of pig tails straws, pig themed beer mats, pig themed glasses and pig shaped ice cubes. All these item are part of drink serve in a bar and relate to the enhancing the customer drinking product experience. The selected items would be given away with the products when either served at a bar or sold in store. The items achieve the aims of creating and interactive items for the user whilst also create a visual experience the user could hashtag and upload to social sites for product promotional work.The inclusion of a free items would also set the brands product aside from it's competitors via giving the audience something for free hence being a better deal.
The target has a very high interaction with social media sites, this is how the brand aims to communicate it's brand with the audience via it's social presence. This is part of the companys branding and networking which needs more work and has been identified as a part the client aim to improve via this project.
CREATE A SERVE OR GLASS OR BOTTLE ECT THAT CREATED A HUMOROUS INTERACTION FOR THE AUDIENCE WHICH THEY CAN PHOTOGRAPHY AND SHARE ON SOCIAL SITE TO GET THE BRAND POST ABOUT/SHARED
designs-
This part of the serve would be a pig tail straw design-
floating pig ice cubes-
This idea is to serve the cider with ice cubes either created in the shapes on pigs or pigs snout. These would be created via a ice cube mould trays and served in the drink as usually cider is served with ice to keep it cool. The ice cube forms have taken inspiration for these popular pig in the mud cakes. where the pig icing is seen floating mud but related by the product by floating the in the drink. Lighthearted tone of voice fitting the brief but also fitting with the idea of the unique band style but might be a nightmare for the servers and also the cost of producing more ice just in this shape might be problematic. Take idea for the Titantic gin is served via ice in the same of a boat.
1)bottom design - when the user drink the out of the glass they will be looking down the glass, this glass design would use this focus point to add decoration to the bottom of the glass to inforce the brands logo. This idea come from primary research via bar work it was discovered that many different glass has patterns or logo on the bottom of the glass this idea would take advantages of this already use style of advertising but add to it via using the pig branding.
ALSO if the user drank the pint whole the nose on the bottom of the glass could go over their nose, this would give the user a pig nose via the pint glass bottom, causing interaction with brand via the glass also this could create a humorous picture which could be shared on social media site to gain a greater brand association on this mediums.
primary research bottom of glasses -
2) this would create a glass that included a straw, this is to solve the issue that cider is bad for the audience teeth, the acid and sugar content in the cider can rot peoples teeth or make them feel coated in sugar, this glass would prevent this as it would included a straw as which reduce the amount of contact the cider has with the audience teeth. Also cider is often drank with a straw by the audience as it's know to get them drunker fast but also is preferred in general, this glass would allow the audience to drink via a pig tale style straw. This idea has been inspired by glasses including straws have been created by a wine glass company for a simailr target audience. This straw would be different as it would take the form of the pig tail curl/shape to reflect the companies unique selling point.
3)whole glass design - this idea take over the whole glass, this could create a promotional glass for the cider which link to the pig brand via the colour/design. The glass could take the form of a pig foot or a pig snout or just a pink glass to represent the pig branding the logo on. All these glass design with enhance the drinking experience for the user via making the whole experience more interactive and fun fitting with the tone of voice set by the company. OVER THE TOP AND PLAYFUL. instead of just the logo like normal would be more over the top and creative.
other specialist glass designs -
Bottle Opener
This idea solves the issues of not having a bottle opener when buy the audience purchase a bottled drink as this make it hard to open and often will sway their purchase to a more easily accessible drink. Promoting the the cider with a range of free bottle openers will eliminate an issue the user faces when purchasing alcohol whilst also fitting with the feedback from the questionnaire that students purchase things more when they are getting something free. Selling the cider with a free bottle opener would make the cider a perfect sunny day unplanned pinic/bbq/festival drink, as cider is often associated with summer in the advertising campgains research this promotional could be captured as a 'random sunny day cider' or a 'sunny day cider'. The bottle opener is designed to represent the either a pig tail or a pig nose, this is to fit with the branding of the client as well as the tone of voice set. This idea is a functional free item design ascetically around the client unique selling point that also is a piece of useful adverting the audience would aim to keep and reuse. The functionality of this idea give the audience a reason to keep the brand associated product constantly advertising the cider when they use or lend out the item, due to the nature of the free iteam having a use it will be used and not ignored.
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