SICKO CARTEL
AUGMENTED REALITY APP LAUNCH 2018
INTRO INTRODUCTION
Sicko Cartel is looking to develop a new digital focused retail concept, that links with S/S19 micro trend ‘Sex + the Citrus’, in order to promote the growing popularity of the post-gender generation, in direct conjunction with the ever expanding vegan movement. The mobile and tablet app will enable the Sicko brand to expand its customer engagement to include a wider array of digital formats and also to approach the desired consumer via mediums which they more commonly use and have access to e.g. smartphones and tablets.
SICKO CARTEL
WELCOME TO SICKO
Sick Shit for Sick kids.
Enter our world and stay a while.
THE STATS 96% of respondents aged 16-24 years reported owning a smartphone in 2017. -Statista (2017) ‘A user centric optimised experience is becoming not just a priority, but a competitive advantage’ - J, Smith. OuterBox CEO
89% of executives be-
lieve that customer experience will be their primary mode of competition by the end of 2016. -OuterBox (2018)
Massive Millenial Poll asked: Which more closely aligns with your views?
4%
Don’t know
50% 46%
There are only two genders: male and female
Massive Millenial Poll conducted by Benenson Stratergy Group.
Gender is a spectrum & some people fall outside conventional catergories
3.5m vegans
540,000 vegans
3/5
Approx consumers see shopping benefits in using AR. 2016
*62% =~ 3/5 (r = -3.225806%) *AR: Augmented Reality - Seabery (2018)
2018 In 2016, 1 percent of the UK, aged over 15 identified as Vegan. Today they now make up 7% of the population. -(Metro, April 2018),
STATS FUJI FILM FIGHTS BACK
Disposable delights
Fighting perfection with imperfeclty perfect pics. Never too much.
SICKO in AR
The Sicko Cartel app will be inclusive of augmented reality features (AR), which will incorporate the disposable camera effects recently being re-birthed by millenials and generation Z through their social media platforms. The consumer will be able to visualise their reality via their smart phone or tablet device in this ‘old school’ disposable camera aesthetic.
DISPOSABLE DELGITHS
Disposable cameras snap back to life as Fujifilm sees sales rocket with Millennials growing sick of perfect iPhone shots leading the way- Mail online (2017).
REBEL
Some millenials are seeking to capture moments more accurately, by rebelling against the photo perfectionism upholded by the masses on social media.
S.W.O.T STRENGTH:
The detailed level of research invested into this app launch, and the benefit of doing so with a predicted micro-trend for SS19, means that the content of the app will be one of the freshest and most up-todate in its market area come the launch date. Furthermore, the inclusion of the ability to allow the customers to shop via more creative and technologically advanced mediums, such as augmented reality and sharing the online shopping experience with friends live as you shop, will give the brand another edge over competitors. The app will also be free to download and accessible in both mobile and tablet format, to provide a more user-friendly experience altogether.
WEAKNESS:
With the sexual and graphic innuendo-based nature of the brands image, particularly in consideration of the Sex + the Citrus collaboration, there is a risk that some may find the visuals offensive or label them as inappropriate. As a result, it has to be taken into consideration that a parental advisory warning is incorporated upon opening the app and to check that the persons wanting to use and shop the app are at least 16 years of age or above. This can be monitored and checked by asking users to create an account and sign up before they are allowed to access the content.
OPPORTUNITY:
Despite the risk that some may find the visuals offensive, by making users sign up to join Sicko Cartel it will offer them a sense of exclusivity, helping to build an even stronger rapport with consumers, building up stronger brand loyalty with those whom are involved with the brand or wish to associate themselves to it. This highlights the ethos and lifestyle of ‘friendship gangs’ commonly seen amongst the brands target consumer group, effortlessly tying together the overall brand vibe.
THREATS:
One major concern for Sicko Cartel is that the technologies available to users via apps may have further advanced by the time the final app design is complete and fully ready to be launched. It’ll be important to have ongoing research carried out throughout the development of the app, to ensure that the Sicko Cartel consumer is getting some of the most technologically fresh and up-to-date, engaging experiences within its category on the app market.
Gang Tang #Market Gutta
CONSUMER CONSUMER PROFILE
AGE: 16-26 years GENDER: All INCOME: Some disposable income LOCATION: Global cities with urban edge e.g. London, Manchester, Miami, Berlin. LIFESTYLE: Genderless, daring, vegan, friendship gangs, health over shape, sexual, bold. CELEBRITY CRUSH: Cara Delevingne, Jazzelle Zanaughtti ARCHITECTURE/INTERIOR: The consumer likes the urban grit, industrial looks and the vivid colours and neon’s in supermarket aesthetics. COLOURS: Ultra-violet, neon aquamarine, tangerine queen, banana peelings.
CONSUMER BREAKDOWN
The following mood board was curated to clearly demonstrate the identified target consumer as to which the launch will be aimed at. Exploring the target consumers culture; lifestyle and understanding the consumer’s behaviour and spending habits will help to ensure that the app and the app’s content is designed to suit the specifications of the desired target group.
CREATIVE + COMMERCIAL RATIONALE
The proposed strategy is to launch the first ever Sicko Cartel app in Fall 2018. The launch of the app will mean a new era for the brand as it emerges itself into a new wave of contemporary adolescent consumers and embraces the growing vitality and involvement of technology within the customers retail and brand experience. The research conducted supports that developing a digital app is the next significant move for the brands growth. Consumers are continuously wanting more personalised, interactive retail experiences and launching an app which is demonstrative of these considerations will portray the forward-thinking appeal of the brand and emphasise Sicko Cartel’s underlying drive for the high levels of customer satisfaction. In summary, the specific creative outcomes will consist of a digital app available on smart phone and tablet devices. Within this app, consumers will be able to get a first look at the ‘Sex + the Citrus’
micro trend collaboration. The app will offer an online store, with options to shop using features such as AR, and being able to share items, products and looks live with friends via the Sicko Cartel live chat and messaging platform. An exciting element of the app is that app developer Manhole, Inc, have licensed Sicko accessibility to their Huji app software. This will enable consumers to take fun and exciting images through the ‘old-school photography’, visual themes that run throughout the brands image. Through the Sicko Cartel live chat, consumers will be able to ‘facetime’ one another, in an augmented reality, consisting of themes collaboratively designed with Sex + the Citrus e.g. fruity facetime backgrounds. Additionally to this, users will have the opportunity to engage in short, simple and sweet interactive games, involving the AR that they are experiencing either alone or online with another user.
A.I.D.A ATTENTION
To create attention or awareness of the apps launch, a countdown leading up to the launch date will be carried out across social media platforms, with small leaks offering subtle insights into the fact that something exciting is about to launch. Paid Instagram promotions are a plausible option, however the brand will aim for 50% organic traffic on any promotional social media posts and traffic on the existing website. Pop-up banners will be present on the website as well to grab the attention of existing brand consumers about the app launch.
INTEREST
The next step is to create an interest in the buyer for further information about the app. It is at this point in the process that the advanced technological features of the app will enable that individual consumer to access a totally unique, personable and revolutionary shopping experience. This can be demonstrated through short 8-12 second promotional clips promoting the all new AR shopping experience.
DESIRE
To stir up a desire to download the app, it is important that Sicko Cartel promise to offer and deliver a shopping experience that is unlike anything similar to the main brand competitors. By playing on the fear of loss, consumers will fear missing out on the latest accessible retail actuality.
+ Citrus #Sex the
ACTION
Once the consumer is hooked on the exciting concepts that ‘Sicko Cartel starring in Sex + the Citrus’ has to offer, they can be directed to the app store where they will be able to download the app for free, before signing up to access the app’s content and becoming part of the growing brand community. Overall driving sales and brand growth.
INCREASE STORE VISITORS BETTER CUSTOMER ENGAGEMENT ENHANCE PRINT MEDIA REDUCE PRODUCT RETURN RATE BETTER CUSTOMISABLE CONTENT UNIVERSAL LANGUAGE
AUGMENTED REALITY . SHOP WITH AR . TAKE PHOTOS WITH AR . SHARE YOUR AR EXPERIENCE WITH YOUR GANG
SICKO INTRODUCES AR
Augmented Reality
Experience Sicko Cartel in a whole new reality.
AUGMENTED REALITY . SHOP WITH AR . TAKE PHOTOS WITH AR . SHARE YOUR AR EXPERIENCE WITH YOUR GANG
OUTCOMES FINAL CREATIVE OUTCOMES This leads onto the final outcomes of this digital marketing communication strategy, which is the mock-up app designs. A visual presentation of the specific creative outcomes allows the concept of the app to be realised. The user experience has been designed to be incredibly interactive, offering the user the opportunity to engage in the brand experience across a mixed, innovative and fun manner. See app design diagrams and screen shots for further explanations into the apps features.
SICKO
HOMEPAGE
DROP DOWN MENU
The menu icon will display a drop down list when pressed and the background of the current page will be blurred out to make the menu clearer to read.
Pop up banners on the homepage will offer moving visuals and provide quick, efficient information about current offers or new app features.
SHOP LANDING PAGE
SHOP ALL
The shopping cart icon is present on most pages. A small number will appear when a product is added.
The share icon enables the user/ consumer to instantly share products that they like, or want to reccommend, with friends via the in-app messaging. This feature can also be used to share photos taken on the app.
SHOP BY MOOD
SHOP BY MOOD As higlighted earlier within the manual, in a recent survey conducted about gender, approximately 50% of millenials regarded gender as ‘a spectrum’ of which some people fall outside of conventional catergories’. However, it came to the attention of Sicko Cartel that there is currently no leading brand catering for fashion needs according to a gender spectrum. Sicko Cartel’s mission is to become that leading brand.
Customers can use the slider tool, to specify their gender feelings for that particular shopping experience. By placing the slider on 1 of 5 markers, Sicko Cartel will display a colleciton of items that correlate to the mood. The use of fruit to suggest feminine and masculine undertones can be left to interpretation of the consumer, and therefore they don’t have to select a speicfically labelled catergory.
SICKO CHAT
SHOP WITH YOUR GANG Customers can use the in-app messaging to share products and any images taken using the apps features with eachother, as well as live chat. They can create their own Sicko Cartel gang group chat where they’ll be able to share products from the online store and send game requests. Sharing products will allow consumers to obtain feedback from friends or to reccommend products for friends to help make the online shopping experience more interactive. If someone sends a product to a friend as a reccommendation and they then purchase that item, both customers will earn reward points, which can then be put towards other purchases in the future.
VIDEO CHAT WITH AR
SHOP WITH AR
PLAY GAMES TO UNLOCK REWARDS Customers can shop using AR by video calling friends and completing short, simple, fun games to unlock discount codes, limited edition items or be entered into competitions and giveaways. This reward system makes the online shopping experience technologically enhanced whilst still maintaining a personable element that makes shopping a pleasureable experience in the first place.
EXAMPLE 1 Player Game: The consumer uses the front camera to look around their environment in which there’ll be a set number of oranges. The aim is to grab 20 oranges by reaching out and seeing their location on the screen. If completed before 20 seconds the consumer can unlock a special 20% discount code. They can replay the game until they complete it.
PLAYER 1 READY PLAYER PLAYER PLAYER PLAYER PLAYER
2 1 2 1 2
READY READY READY READY READY
ABOUT
TUNE IN
The collaborative Sex + the Citrus predicted trend has curated a Spotify playlist which offers the consumer an alternate sensory experience of the brands vibe. With disco, techno and old school house tunes all making the cut, it seemed only fitting to enable the consumer accessability to this feel good music whilst the shop.
AR PHOTO FILTERS
AR PHOTO FILTERS
FRONT CAMERA VIEW
BACK CAMERA VIEW
HUJI COLLAB HUJI HYPE
WHAT DOES THIS MEAN?
For the launch of the Sicko Cartel app, it is with great excitement that the also fairly newly launched ‘Huji’ app, has licsensed Sicko to feature it’s software within the brand app. ‘HUJI Cam makes your moments as precious as the feelings of analog film with old memories.
This means that consumers will be able to access the brands aesthetic, as an incorporated feature of the app’s design and function. Allowing consumers to take their own photos, with a disposable camera effect, without the price or hassle of buying an actual disposable camera and then having to get it developed.
Camera makers of every era always tried to capture the best moments and such an effort continued back in 1998 as well, whereby our memories became clearer. HUJI Cam has the effort of those days to leave precius moments as vivid and vibrant photographs.’
Modern technologies and social media platforms are seeing an emerging retro tech aesthetic. Instagram feeds and YouTube videos, to name a couple, are seeing a generation embracing old school visuals in a harmonious blend of past and modern technology.
Developer: Manhole, Inc. Catergory: Photo & Video Compatible with: iPhone, iPad and iPod touch.
Submersing the consumer into a unique shopping experience as the lines between bricks and clicks continues to merge. It’s technology of the future, blended with desired nostalgia and visuals of past generations.
LISCENSED SOFTWARE
EXAMPLE IMAGES
B E F O R E
B E F O R E
A F T E R
A F T E R
SOCIAL LINKS
CONTACT PAGE
OUTCOME SUMMARY In summary, the official debut app launch for Sicko Cartel will come Fall 2018. It will be innovative in many of its features, including its technological functions, offering new, exciting AR experiences. It will also cement the brand as revoloutionary for leading the way for digitally catered fashion according to the concept of the gender spectrum. The collaboration with Sex + the Citrus has helped to tie in sexual, quirky visuals which carry an important underlying message about the growing importance of veganism in today’s culture, especially amongst the Sicko Cartel target market group. The app will be free to download from the app store and available on smart phones and tablets from Fall 2018.
SICKO We Out.
SICKO AR
CARTEL APP FALL 2018
REFERENCES Image References All images are either first hand or taken from the official Sicko Cartel website, unless specified otherwise below: [1] Sicko Cartel own brand images: Sicko Cartel, (2018), Sicko Cartel [ONLINE]. Available at: https://www.sickocartel.com/brand-content [Accessed 11 April 2018 - ongoing]. [2] Lime turntable: Alien Lime, (2018), Lime aesthetic [ONLINE]. Available at: https://limelighter.tumblr.com/post/162468966645/ lime-aesthetic [Accessed 13 April 2018]. [3] Tatty Devine, (2018), MEET THE CONFETTI CROWD [ONLINE]. Available at: https://www.tattydevine.com/blog/2015/08/confetti-crowd-interview/ [Accessed 9 April 2018]. [4] Mella Dee disco tool: Phonica, (2018), Techno Disco Tool EP [REPRESS PRE-ORDER end of May] [ONLINE]. Available at: http://www. phonicarecords.com/product/mella-dee-techno-disco-tool-ep-pre-ord-warehouse-music/147853 [Accessed 22 March 2018]. [4] Fuji Cameras: Walmart, (2018), Fujifilm Disposable 35mm Camera With Flash, 2 Pack [ONLINE]. Available at: https://www.walmart. com/ip/Fujifilm-Disposable-35mm-Camera-With-Flash-2-Pack/11019775 [Accessed 23 April 2018]. Source 1
[1] P, Dinham for Mail Online (2017, August 31). Disposable cameras snap back to life as Fujifilm sees sales rocket with Millennials growing sick of perfect iPhone shots leading the way. Daily Mail. From: http://www.dailymail.co.uk/news/article-4839300/Disposable-cameras-snap-life-Fujifilm-sales-up.html#ixzz5DKN276lk. Accessed: 2018, April 22. [2] Manhole, Inc. Last upadted 2018, April 2. Huji Cam via app store. Accessed: 2018, April 22. [3] M, Larbi (2018, April 4). 3.5 million Brits – or 7% of Brits – now say they’re vegan. Metro UK (online). From: http://metro. co.uk/2018/04/04/3-5-million-brits-7-brits-now-say-vegan-7439337/. Accessed: 2018, April 22. [4] Curtis M, Wong (2015, May 20. Updated 2016, February 2). 50 Percent Of Millennials Believe Gender Is A Spectrum, Fusion’s Massive Millennial Poll Finds. The Huffinton Post (online). From https://www.huffingtonpost.co.uk/entry/fusion-millennial-poll-gender_n_6624200. Accessed: 2018, April 22. See source 1. [5] Statista (2017, August). UK: smartphone ownership by age from 2012-2017. Statista: The Statistics Portal. From https:// www.statista.com/statistics/271851/smartphone-owners-in-the-united-kingdom-uk-by-age/. Accessed: 2018, April 22. [6] ‘A user centric optimised experience is becoming not just a priority, but a competitive advantage’: J, Smith (2018, January 11). Mobile eCommerce Stats in 2018 and the Future Trends of mCommerce. OuterBox. From: https://www.outerboxdesign.com/web-design-articles/mobile-ecommerce-statistics. Accessed: 2018, April 21. [7] ’89% of executives believe that customer experience will be their primary mode of competition by the end of 2016’: J, Smith (2018, Januray 11). Mobile eCommerce Stats in 2018 and the Future Trends of mCommerce. OuterBox. From: https:// www.outerboxdesign.com/web-design-articles/mobile-ecommerce-statistics. Accessed: 2018, April 21. [8] Seabery (2018, January 10). 7 Augmented Reality stats that will stun you. Augmented reality- blog. Seabury. From: https://www.seaberyat.com/augmented-reality-stats/. Accessed: 2018, April 21. [9] 62% =~ 3/5 *(error = -3.225806%): Fraction calculator. From: http://www.fractioncalculator.pro/percent-as-a-fraction/_62_%25-as-a-fraction. Accessed: 2018, April 22).
Sick Shit for Sick Kids.
ANNABEL READ B6010885