W O L F Pac k B RYO N Y FR I EN D C O L ETT E K EN N N Y TOVA L O FG R EN O L I V I a t h o m as
W E C O N F I R M T H AT T H I S WO R K H as ga i n ed et h i CA L A P P R OVA L A N D T H AT W E H AV E FA I T H FU LLY O B S E RV E D T H E T E R M S O F A P P R OVA L I N T H E C O N D U CT O F T H I S P RO J E C T. B RYO N Y F R I E N D S I G N ED...........................................DAT E ...................................... ' C O L E T T E K E N N Y S I G N ED...........................................DAT E ...................................... TOVA L O F G R E N S I G N ED...........................................DAT E ...................................... O L I V I a t h o m as S I G N ED...........................................DAT E......................................
C O N T EN T S > > I n t ro d u ct i o n
>> T h e C o n s u m e r
> Introduction Bryony Friend
1-3
> Why the office worker? Colette Kenny
28-29
> Why Now? Bryony Friend
4-7
> Consumer Profiles Colette Kenny
30-33
> The Unilever Brief Bryony Friend
8-9
> Competition Olivia Thomas
34-35
> The Be Active Project Tova Lofgren
36-37
> Aims & Objectives Bryony Friend
12-13
> Methodology Olivia Thomas
14-17
> Market & Macro Trends Tova Lofgren
18-25
>> T h e D e v i c e > The Be Bracelet Olivia Thomas
40-47
> Packaging Olivia Thomas
48-49
> The App Tova Lofgren
50-53
> Uni Points Tova Lofgren
54-55
> The Be Active Project Continued Tova Lofgren
56-59
>Aaker Model
60-61
>> M a r k et i n g > Marketing Introduction Bryony Friend
64-75
> Print Advertisements Bryony Friend
66-67
> Moving Billboards Bryony Friend
68
> Social Media Bryony Friend
69
> Street Team Bryony Friend
70
> Business Card Bryony Friend
71
> Video Bryony Friend
72-73
> PR; Media List Colette Kenny
74-75
> The Launch Coletter Kenny
76-79
>> Conclusion Colette Kenny
81-83 Bryony Friend
(B.F.):
2188
Colette Kenny
(C.K.):
2155
Tova Lofgren:
(T.L.):
2194
Olivia Thomas: (O.T.):
2176
Total Word Count:
8713
I N T RO D U CT I O N >>
1
>> This report will explore the possibility of creating a wearable device that can be worn by the wider consumer in everyday life. The main function of this device will be to turn the inactive user into the active user by prompting them to make small significant changes in their daily lives, consequently leading them to better health and well-being. The device will need to cause little invasion in the consumers daily routine and be as subtle as possible, effectively creating a healthier, happier you with little effort.
2
This report will contain competitor’s analysis consumer profiles marketing mix packaging ideas As well as this there is thorough primary and secondary research behind our thought process, decisions and aesthetical choices that lead us onto our big idea and overall design and function of our device. To achieve maximum success with our device and project, included in the report is future recommendations and plans to enhance the longevity and life span of creating improved health and well-being for the masses from our device.
B.F.
3
W H Y N OW
?
Launching a wearable device in this current climate for our consumer, is the perfect time, especially with a rise
in
people
caring
about
their
health and fitness. In today’s society more
people
are
conscious
about
measuring their activity and taking it upon themselves to join health and fitness clubs to get active. This is
why it is essential for us to take this health
opportunity conscious
in
this
society
to
current launch
our wearable device when it is most likely to be received well.
The health and fitness clubs market in the UK is expected to reach a value of ÂŁ2.66 billion in 2011, an increase of 17.3% compared to 2006.(Mintel , 2010) Spending on sports participation, clothing and equipment is estimated to have risen by nearly 50% over the last ten years, to be nearing ÂŁ10 billion in 2010. (Mintel, 2010)
4
5
6
This clearly shows that apps are
All of the evidence showing the rise
on the rise along with people
in wanting to improve levels of health
feeling
and fitness, shows us that 2012 is the
unsatisfied
with
the
levels of fitness and activity.
perfect
time
to
launch
This is all key and essential
device.
Especially
in launching our device in this
Olympics and the effect this will have
current climate.
on the country we need to take advantage
with
our
wearable
the
upcoming
of this opportunity. “Mobile
apps
can
generate
more
brand loyalty than having a mobilefriendly
website,
with
almost
one in five consumers preferring
‘‘
to use apps rather than internet browsers
on
their
smartphones.”
(Mintel, 2011)
B.F.
7
8
T H E B R I EF “Within this environment, Unilever wants to offer the wider consumer a wearable device focusing on turning the inactive user to the active user. This could be some kind of wristworn activity/inactivity band or another wearable device that unobtrusively logs your activity and reports the data. “
B.F.
9
H I STO RY C r eat i n g a b ett er fu t u r e The Unilever timeline goes all the way back to the 1890’s when it was originally developed by a Dutch margarine company, Margarine Unie and British soap maker, Lever Brothers. The two companies came together and joined forces to create Unilever, which was first officially established in 1930. Since then they have grown rapidly and become one of the most established household good companies, with now a 160 million times a day someone, somewhere choses a Unilever product. This is not surprising as Unilever now plays host to a wide and varied selection of brands including ice cream, beauty and household cleaning products.
10
ev ery day
‘‘
Most recently Unilever has had great success as in 2010 they launched their sustainable living plan, which is now helping more than a billion people to improve their health and well-being.
This wasn’t there only success of 2010, as there underlying volume growth for
that year was 5.8%, the best they have achieved in 30 years. Unilever has always strived to achieve the highest standards and now goes on to make small changes in our lives that will make big changes in the world we live in that altogether helps to promote sustainable living.
100 180 167,000 400
Unilever launched more than
Unilever products are sold in a
Unilever has more than
Unilever has more than
brands into new markets in 2010.
different countries.
employees.
brands focused on health and wellbeing.
B.F.
11
A I M S A N D O BJ E CT I V ES
Throughout the journey of creating our device there are certain aims and objectives we want to stick to that will help us achieve and create the most effective device. Having aims will help us achieve our goal of a device that will be enjoyed, appreciated and benefits the daily lifestyle of the masses.The key aims that we hope to consider and fulfil throughout the duration of this brief are:
Become an innovative leader in the field.
To produce an engaging product with a sustainable plan.
To create a meaningful and emotional connection with our consumer.
To promote healthy lifestyle and well-being.
To create something unique that holds high fashion qualities.
To create something that is durable and will have long term benefits to our consumer.
To create something that is unobtrusive, subtle and fits into daily life. 12
Alongside these aims we have devised
some
objectives
to
help us achieve the above and altogether help us to create a well thought out and considered product:
Research what is on the market in this field, and what are the pros and cons of these devices. Research competitors, look at their brand ethos and what their strengths and weaknesses are. Gather strong primary research that targets emotions, trends and lifestyle routines. Gather
both
quantitative
and
qualitative research to give us the best insight. B.F.
13
M ET H O D O LO GY In order to begin the Unilever brief in the most thorough and logical way, we divided our initial research into the following sections: the market, the consumer, the product and the promotion. Each section was researched comprehensively using different sources and shared between the group using two online blogs. (See Appendix) A clear and detailed understanding of the relevant subjects is necessary to create the most successful brand strategy from product to promotion. Using different resources all aspects of the product and its placement will be carefully considered in order to answer the brief in the most relevant and current way to eventually change the behaviour of the masses. Our research needs to be focused on current consumer trends for example their changing behaviour and the need for transparent brands, creating projects and not campaigns that the consumer relates to.
Fig 1
14
Fig 2
Fig 3
P r i m a ry R es ea rc h: St r eet S ty l e O b s e rvat i o n : In various cities; London, Birmingham and Nottingham, people on the streets of all ages and professions were photographed to track current wrist worn trends. They were asked what they were wearing and why, how long they had been wearing it for and would it feel strange if they were to take it off? This was to gain insight into emotional connection and aesthetic preferences versus practicality. The
public
were
also
asked
‘What
is
your
favourite
brand and why? What brand do you use every day and why?’ And
finally,
‘What
do
the
words
active
and
inactive
mean to you?’ This gave insight into personal routines, emotional connections, the subconscious effect of every day brands and how the consumer relates and responds to the most vital word, ‘active’. This will help to make the communication strategy more coherent and engaging in the future. O.T.
15
Qu es t i o n n a i r e: An online questionnaire on surveymonkey.com (See Appendix) was completed by over 120 people to investigate current insight and opinion with our initial target consumer. We asked questions that were most relevant to the beginning of the decision making process and gave us strong evidence to move forward with. The amount of responses we received from the questionnaire gave us comprehensive quantative results, validating our reasons for product choice.
I n t erv i ews : A recorded interview with the Managing Director of Local Advertising and Design Agency, Nigel Rowlson gave additional insight into opinion and preference for initial ideas, from a specific consumer angle. (See Appendix) By showing a range of competitor devices, we were able to really understand the reasons behind his aesthetic preferences. This qualitative research allowed us to ask additional questions and analyse emotional response and the consumers viewpoints related to their experiences.
S to r e O b s ervat i o n s : Visiting
potential
retail
locations
is
instrumental
to
the
research,
giving
a
solid
understanding of the target consumer and therefore enabling us to communicate with them in the most successful way. How the store displays similar products is also important for product placement and packaging.
16
Secondary Research
Online Research: Online research is the most accessible and the most relevant for such a current brief, particularly useful for keeping up to date with the latest competitors, reviews, blogs and articles. Online articles cover relevant subjects such as sustainability, empathy, competitors, recent apps and the quantified self. Websites such as mintel.com and the ft.com will provide evidence from reliable sources and professionals in the field and those commenting on it. Websites for current wrist worn devices will provide information that can be analysed and improved upon. Brand websites will show available ranges, price points and current wrist worn trends. Strategic Research: Completing a SWOT and PEST for our brand and an additional SWOT analyses on a competitor will enable a comprehensive competitor analysis and raise any key issues which need to be addressed (See Appendix).
An Aaker model will give the brand a stronger identity
and help to identify its USP.
O.T.
17
M AC RO T R EN D S T h e Fu t u r e o f C o r po r at e S o c i a l R e s p o n s i b i li t y The new aim of CSR is to enhance positive impacts. In a world full of pessimism, Unilever can use the innovation of products and services that are beneficial to society to minimise and prevent negative impacts. It’s important to understand the future of CSR in the implementation with Unilever. Unilever hope to impact the wider world, thus must take a responsible attitude going beyond the normal legal requirements. ‘CSR can be resilient if it is part of the DNA of an organisation, CSR will only survive the vagaries of fickle markets, fluctuating profits, financial crisis and leadership whims if it is totally embedded in the corporate culture, strategy and governance systems.’ (Visser 2008)
The
future
of
CSR
indicates
a ‘DNA Code’ (Visser 2008) in
a
which good governance, societal
capitalism to sustainable capitalism.
contribution and environmental
There
integrity
the
industrial capitalism which lacks in
be
trust and social responsibility and
competitive
within this we will see a rethinking
market Unilever must be reward-
of the roles companies should play
based,
on society.
should
foundations. successful
with
be
In
in
order
the
diversified social
at
and
networks.
to
global The
success depends on ‘creativity, scalability, 18
Trends indicate that CSR is part of
glocality
responsiveness, and
(Visser 2008)
circularity’.
paradigm is
shift
from
currently
a
industrial crisis
in
P roj ects n ot Ca m pa i g n s This trend is important in the development of Unilever as it indicates that brands have an opportunity to create the real. Brands should ‘take risks by creating exploratory and experimental projects instead of traditional ad campaigns’.
(Gangal
2011) The rationale is that since the number of variables in modern marketing is so vast today, creative experiments are the only way in which brands can innovate quickly to survive the change. The real change comes with commitment and the project should be built to live, not born to die. ‘Fatigued by traditional marketing messages, people are far more likely to get involved with a cause they connect with. So brands are increasingly investing in projects not campaigns to show what they stand for and to encourage a more meaningful connection with audiences.’(Contagious 2011) Thus this project will make Unilever connect and engage with consumers in creative, innovative and meaningful ways.
‘‘
‘There’s no perfect recipe for success, but brands have to move quickly, be prolific, stay involved in real life and keep an eye out for what’s new and cool’ (Gangal 2011) . Consumers are demonstrating a ‘multi-screen behaviour’.
Consumers don’t think about advertising much, they’re more likely to react in emotional ways. Unilever must extent the relationship with its consumers who will, as trends predict, increasingly expect dialogue.
T.L.
19
S elf - T r ac k i n g ‘There’s a new generation of self-trackers who
descended
entrepreneurs
from and
hackers, health
programmers,
professionals’.
(Singer 2011) These people are united by a desire to collect as much data as possible about
them
decisions
in
order
regarding
to
make
health,
informed
productivity
and happiness. The
self-tracking
movement,
which
has
sprung into life over the last couple of years, is enabled in large part by both wireless sensing devices and smart phones. Many people already employ smart phone apps to track food intake and fitness, but a new generation of apps also tracks mood. With this increase in interest in self-tracking, it’s the right time for Unilever to tap into this idea to encourage great consumer engagement and ultimately emotional connections to the brands. There has additionally been movement beyond the
smartphone.
transforming
This
existing
is
in
the
objects,
form such
of as
scales and pedometers, making tracking both effortless and easy to share. This is exactly what we hope to achieve; we do not want to disrupt ordinary life for consumers. 20
C o n s u m er En g ag e m e n t Through primary research we undertook what we had to establish was how the average consumers feels about sustainability and how they respond to it. What was also important to uncover was how consumers perceive the messages brands give off and whether this changes their behaviour for the better or whether they just tire of it. Consumers currently feel overstretched in terms of the number of issues they are being asked to take an interest in when purchasing. ‘Eco-fatigue’ has set in and consumers are tired of sustainable messages and are therefore desensitised to the issue. Consumer behaviour patterns indicate that people are often locked into behavioural patterns and are typically averse to change. When consumers are faced with confusion or multiple messages that make decision making hard, they fall back to habitual behaviour. So, we will endeavour to make this project a habit to become a part of consumer’s everyday lives. Ultimately the project will appeal emotionally to the consumer and develop an enhanced relationship between the two.
T.L.
21
Cloud Computing Cloud computing can be applied nearly anywhere. ‘Cloud computing has been an information technology buzzword for many years’ (Weber 2010). It makes information technology become a utility. Chuck Hollis from EMC states that ‘this year is the year to get your cloud strategy together’ (Weber 2010).
22
Cloud Computing has the ability to unify a business, to make it operate and collaborate on a global basis. With this being said, it also has the ability to boost consumer engagement on a wide scale. Many firms have not moved significantly to cloud computing yet which suggests Unilever can become a leader for change and one of the first to tap into important online trends.
T.L.
23
Additional important trends are:
T h e E m ot i o n a l C o n s u m er
– self empowerment is a personal goal and thus social responsibility
and transparency is top on the agenda for companies.
C o n t r ast s C o- ex i s t
– Two major principles in today’s society: 1) the quest for efficiency and
success 2) the ideal of happiness and quality of life.
S o c i a l P r e s s u r es at W o r k
– the key is to understand these and to anticipate the contradictory.
•
‘The recycler also dreams of becoming a SPACE TOURIST’
•
‘Grandmother of five spend their inheritance on BOTOX’
Convenience T ec h n o lo gy
Connected
Provides today’s people with a
Faith
tool that empowers them and gives
from a virtual network.
in
‘social
T r a n s pa r en cy
software’
Implies must
have
them a degree of ease in a hectic
ethical
world.
practice attitude
24
openness, an
Unilever
attractive
dimension a
genuine
and caring
H ea lt h a n d W el l n e ss
C o n s u m e rs a n d O p p o rt u n i t i e s
S m a rt S o lu t i o n s
Health
We must remember that consumers
Intelligent
concerns
have
changed
the face of the Western culture. Healthy become
body a
new
and
mind
form
of
will future
capital in the century ahead; we
feel
comfortable
with
the
will both
always rational
characteristics.
demonstrate and
emotional
They
expect
functionality and quality giftwrapped into a great experience.
and
technologies
solutions
educating
and
facilitating, emotionally
connecting with people should be key.
universal values of the Eastern mind-set
and
seek
the
calm,
healing and recovery it offers.
I n t er a ct i v e P l at f o r m s –
Providing people with a mean to feedback will be crucial in
tomorrow’s product development. In the future people will demand a deeper insight into how various products can benefit and truly empower their everyday lives.
M e a n i n g fu l Va l u e s
– Social responsibility, sustainability and ethics are magic words in
a society yearning for meaning and true quality of life.
E m pat h i c En c o u n t e rs –
Inspirational and empathic exchange will shape of future businesses
and product development opportunities.
T.L.
25
26
T H E C O N S U M ER >>
27
W h y t h e o ffi c e The initial primary research that was carried out looked at – what people wear on their wrists, how people defined the word active and what brands do people use daily. These questions were aimed at the masses, the general public and therefore gave an extremely wide range of responses. In order to successfully market the product, a defined segment of the masses needed to be selected as a target consumer. We considered a few options, including students and families. However when looking at who, in day to day life, remains sedentary for most of their day we immediately thought of the Office Worker.
An article named ‘Too Much Sitting’ states that ‘Sedentary behaviours include; sitting during commuting, in the workplace, the domestic environment, and during leisure time.’
(2010. Owen, N) This statement expresses our main reason for
choosing the office worker – they are sat down for the majority of the day either at their desk or travelling to and from work, causing them to be inactive for long periods of time. We also took into consideration that most companies and businesses have an office base meaning this target market, although defined, remains wide. We also recognised that the workplace is often a sociable environment with the element of competitiveness. We also thought that office workers are likely to have an interest in the latest gadgets and app related products. These were our initial reasons for selecting the office worker as our target consumer but we wanted to back-up our rationale with some primary research. So we used our initial thoughts as a basis for a questionnaire (Appendix, Page 16). We sent the questionnaire to office workers only, and received over one hundred responses.
28
wo r k er
?
The results (See Appenix, Page 18) proved be
our
original
correct.
For
rationale
example,
with
to
68%
of the office workers admitting they sit down for six or more hours each
day. It’s also shown that 72% of them
own a form of smart-phone, meaning
they are up to date with technology. The majority also selected ‘Social Networking’
and
‘News’
as
their
preferred apps, showing us that they like to be informed and constantly updated on what’s going on in their own
world
and
in
others.
When
it
comes to health and fitness 95% claim it is important to them yet only 5%
actually monitor their fitness on a daily basis. This shows that they are
After finding a basis for our target market we
wanted
to
focus
on
a
more
specific
representation of our consumer. By designing the following creative profiles we were able to visualise insight into the character of our consumer by showing what they like, what they wear and what they use every day.
interested in being active but lack motivation to make it part of their everyday routine.
The results also
gave an age range of 25-35 for us to target.
The
questionnaire
produced
valuable information that gave us a solid foundation and allow us to move forward with research.
C.K.
29
Fig 4
Fig 5
30
F #1 The first profile is a representation of a female consumer aged between 25-35. She is a stylish, socialite who loves to stay glamorous and look good for work. She also maintains strong life ambitions and is aiming to climb her way up the company’s ladder. She has a disposable income which she more often than not spends on herself in luxury high street stores such as Whistles, Reiss and Kurt Geiger. With her blackberry by her side at all times she is constantly connected to her buzzing social life and is able to stay in touch with the office 24 hours a day.
M #1 The male consumer is also 25-35 and much like the female, he is proud of his appearance and likes to uphold a perfect, groomed image. He is never without his i-pod or Blackberry and his most prized possession is his Apple Mac Book Pro showing that he likes the keep up to date with the latest, most stylish gadgets. He likes to spend his well-earned money in a combination of designer and high street stores from Paul Smith to Zara. He too likes to socialise in and out of the office, keeping in close contact with his friends via his Blackberry. After creating the first two profiles we realised that they personify a small segment of office workers who are young, stylish socialites. We wanted to open up our consumer market slightly further and so we created two further profiles illustrating a slightly older, perhaps more practical office worker.
C.K.
31
F #2 This
second
female
consumer
is
slightly older aged 30-45. She is married with children giving her less time to focus on herself. With this being said she still cares about her appearance and realises that it’s more important to take care of you health as you get older. Her income is not as disposable as she has a family to care for but she will occasionally spoil herself on shopping sprees to Kurt Geiger or Whistles to ensure she maintains her style.
She uses her
i-phone to keep up with her hectic work/home life and also uses news, travel and finance apps.
M #2 Our
older
Male
consumer
is
also
aged between 30-45 with a wife and a successful career that he worked hard for. Health and fitness is important to him and he spends much of his spare time either at the gym or on the golf course. He likes to keep up with world news, especially the business
world.
He
likes
to
look
presentable and smart for work and by his casual attire it’s clear that he is fashion conscious. His clothes are high quality and often bought from designers like Paul Smith and Jasper J Conran. “As you get older you realise that actually you need to stay very active and
to
that
end
I
go
to
the
gym
twice a week and I swim three times a week.” (Rowlson, N. 2011) (Appendix. Page 24)
32
Although
there
are
four
separate
profiles each consumer shares similar attributes: · They take care of themselves and like to feel proud of their appearance ·
They
need
to
feel
constantly
connected to the world around them, they do this via their
smartphones
· They are successful in their work –
Fig 6
if they are motivated they will work hard to achieve their goal. · They are all fashion conscious – this means when designing the product we will ensure it has stylish appeal. Previously
similar
products
have
focused on the functionality of the device whereas we will take a much more
fashion
forward
approach
Fig 7
to
the design. This will set us apart from the current field and give us a competitive edge.
C.K.
33
tailored to specific consumer needs, particular those with health needs. For example Constantin Datz’s device for deaf people which transforms sounds around the user into pictures and the Gluco - a specialised device, designed to monitor glucose levels for consumers with diabetes. However the race is on to design products that reach the mass consumer and work effectively and efficiently whilst keeping consumer the consumer engaged. Consumers are becoming increasingly aware that their information is highly sought after and that there’s a lot to be learned from tracking daily activity or routine. (The Future Laboratory: The Personal Information Economy, 2011). In order to understand the market the ‘be’ bracelet will be entering, we researched current and future competitor devices. Some of the devices listed use the same technology as the ‘be’ bracelet but for different end results.
Jawbone – the jawbone is a
The B1 band is designed to
product most similar to the
keep track of your health,
‘be’ bracelet but where it has
no
faulted,
tracks
the
‘be’
bracelet
matter
your
age.
calorie
intake,
excels. The lack of wireless
sleep
technology and confusing app
and
have been criticised by many.
tell the time and date. The
is
patterns,
It
also
information
a can
heart watch be
rate which
tracked
onto a personal web page.
34
c o m p et i t i o n
Wrist worn technologies are an emerging trend, constantly being updated and
Mnemonic designed
is to
a
device
remind
the
S2H
Replay
and
forgetting.
tracks
similar
uses
principles
devices
which
to
remind
a
device
designed to improve activity
user of anything they’re This
is
gain
rewards.
physical
Replay movement
Fig 8
and rewards the wearer after 60
minutes
of
activity
by
users to be more active.
generating a reward code for
The Helix is both a pen
S2H.com.
and watch, although not a direct competitor, it has a sleek and more subtle design
then
most
Fig 9
other
devices.
Fig 10
Although many of these wrist worn devices have similarities, their main fault is their aesthetic appearance and longevity. The ‘be’ bracelet stands out from the rest because of its fashionable design, the consumer would never notice that the bracelet is intended to improve their inactivity instead it speaks of style and subtlety.
Fig 11
O.T.
35
36
From all our research into our current trends, consumer and competitors, we have created a brand, a project and a davice that we believe will chnage and benefit the lifestyle of our desired consumer for the better. We recognise that people aren’t robots and can’t be programmed. However there are lots of things we can do to influence the way consumers behave. This project motivates consumers and will make a change. The way it will do this is by being understood, being easy, being desirable, being rewarding and becoming a habit. The Be Active Project is about using cleverly designed rewards, motivators and challenges based on the consumers wants, needs and aspirations to influence and guide consumer behaviour.
T.L.
37
38
T H E D EV I C E >>
39
t h e b e b r ac elet The ‘be’ bracelet is a wrist worn device which measures the user’s activity and links wirelessly to an app. The user can set themselves daily goals and track their progress at any time of the day. The ‘be’ bracelet is simple and effective, designed to be worn by the masses and enable them to take small steps to help change inactive behaviour. The aesthetic of the bracelet is key; it is hard for consumers to create an emotional connection with a product that isn’t aesthetically pleasing and speaks purely of technology. However a design that is suited to the consumer, (stylish, unobtrusive and professional) is immediately more appealing and creates a stronger connection with the consumer. An emotional connection also helps to build belief in a product and in the consumer themselves. We have designed two different bracelets, one male and one female; this gave us the freedom to tailor the designs and appeal to a larger audience. The only difference between the two bracelets is their physical appearance; the technology and promise of making the consumer more active are apparent in both.
40
In order to keep the device sustainable and environmentally friendly, working within the brand ethos of Unilever, the materials of the bracelets have been carefully considered. The male bracelet is a simple stainless steel band with a buckle to adjust the size and the female bracelet is made from black leather, with a small gold bar in the middle. Stainless steel has proven its worth as a sustainable and eco-friendly material. ‘It uses primary energy sparingly, saves nonrenewable sources and limits the waste stream. Production
and
stages
the
is
in
important
recycling life
to
of
notice
are
not
stainless that
they
separate steel are
it one
and the same process. Any stainless steel object has about 60% recycled content within it.’(bsstainless.co.uk, 2011)
‘‘
Stainless Steel also has a long life, doesn’t require any chemical finishing and also does not corrode. This means the bracelet will have longevity and the consumer doesn’t need to be concerned about it being damaged throughout daily activity.
The female bracelet is made from black leather with unique properties such as its high tensile strength and resistance to tearing and flexing, the band is again difficult to damage during daily activity. It is resistant to abrasion in both wet and dry conditions and is soft and supple, enabling the bracelet to be comfortable against the skin, truly allowing the product to be unobtrusive and a pleasure to wear.
O.T.
41
M A LE
Fig 14
Fig 12
Fig 13
42
FEM A LE
Fig 15
Fig 16
Fig 17
O.T.
43
Both bracelets have the following features:
Ac c elero m e t er: C lo c k :
to track how much the user moves and walks.
to enable the user to track what time they were active or inactive and how long
for.
T h e G PS syst em:
to show the user where they have travelled to and from. Also
allows advice to be tailored depending on the consumer’s location. Waterproof: no need for the bracelets to be taken off and forgotten about, promising 24/7 tracking and the most effective results.
W i r eless:
The bracelet is wirelessly linked to an app; this can be tracked on a
smart phone, tablet, computer, or all of the above, depending on the consumer’s preferences. Having data wirelessly transferred to your phone means the consumer can check their progress at any stage of the day and night. This will become routine, just as it is to check emails and Facebook. Both the bracelets contain batteries which charge using a small station that plugs into the mains. When the user places the bracelet onto the station, an induction coil in the station creates an alternating electromagnetic field which a second coil in the bracelet takes power from, converting it into an electrical current to charge the battery.
44
The beauty of the ‘be’ bracelet is its subtlety, the core technology is hidden within the bracelet and without being obtrusive, its physical presence on your wrist reminds the user of the changes they want to make and nudges them to check their progress often, initiating routine and longevity with the product and ‘be’ brand. Both male and female bracelets are understated, stylish and designed around the user, not the technology they encompass. The designs have been kept minimal so that they effortlessly become part of the consumer’s lifestyle. This decision was made following street style observations as we noticed many men and women were both wearing hair bobbles on their wrists and said they didn’t even notice they were wearing them.
O.T.
45
We considered different market areas for the distribution of the product for example, sportswear shops and mainstream department stores. However, the intention of the ‘be’ bracelet aesthetic is for the consumer to wear them because of their design, with the additional benefits of improving your well-being by tracking how active or inactive you are on a daily basis. We visited high end fashion retailers and observed their most frequent consumers. We found that the consumers entering these shops were of the right age for our target consumer and were shopping in and out of working hours from offices.
Following this research, we felt it best
reflected our product and would reach the office worker in the most effective way by being sold in these fashion retailers. For men: Ben Sherman, Fred Perry, Ted Baker, Zara, Massimo Dutti, and Gap. For women: Whistles, Reiss, Ted Baker, French Connection, Jigsaw, Cos and Zara. The bracelets will also be sold in department stores such as Harvey Nichols, Selfridges, House of Fraser and John Lewis. ‘More people working in managerial and professional occupations will help the market to prosper as these affluent consumers have the highest expenditure on watches and jewellery. Independent jewellers are the top choice destination for these consumers so these outlets will profit from continued upward mobility. ABs also show the greatest interest in experimenting with unusual or contemporary jewellery designs.’ Mintel 2011 The bracelets will be sold instore for £40, a similar price point to jewellery that is currently sold in the chosen retail stores, and includes the price of the app. The technology required is currently available, however the brand will release new editions of the bracelets with updated technology to keep current and get the best results.
46
O.T.
47
PAC KAG I N G The bracelets will be sold as part of the ‘be’ brand, under the Unilever portfolio and so the packaging needs to reflect the Be Brand identity and ethos. The design relationship between the device and its packaging were carefully considered. With the retailers in mind, we wanted packaging that was different to others in store and that which felt honest and natural to reflect the brands ethos. The bracelet itself is presented in a cardboard pouch and tied with string which is then sold in a traditional paper bag with the ‘be’ logo as its seal. In contrast to the traditional materials used, the packaging has contemporary typography and graphics. In keeping with Unilever’s will to move forward without impacting the environment, all the packaging is 100% recyclable. The
packaging
is
to
be
as
if
the
consumer is receiving a gift, not to be thrown away but kept and treasured, or even re used. This will also help to and
build keeps
an the
emotional product
connection sustainable.
When new bracelets are released, old versions can be sent back to the brand and recycled if the consumer chooses to invest in the latest product.
Fig 18
48
Fig 19
O.T.
49
THE APP We’ve
developed
an
engaging
app
The
challenges
the
in
you
to link the consumer to constant
walking
activity. The apps works in sync
set the amount of steps you want
with the consumers wants. They set
to do that day; we will provide
their own daily goals in accordance
recommendations and support along
to what interests them. We provide
the way. Another challenge is the
challenges in order to create a
Water
sense of competition and fun for
consumers
the consumer.
water or more should the consumer choose is
the
challenge
include
Challenge to
to. Stop
which
drink The
which
2
advises
liters
third
Challenge
of
challenge is
which
consumers confess what they would like to stop e.g. Smoking, Watching TV, Being Lazy and we provide them with activity to do which serves as
active
supply
a
distractions. progress
We
monitor
then which
guides consumers throughout their day, always at their fingertips to reach their goal.
50
We kept the app simple and the progress monitor allows you to see your level of activity in relation to achieving your goal. Immediate feedback will be
given
on
consumers
efforts.
Since the subject of activity and sustainability is hard to understand, consumers need tangible solutions in order to engage with the issue and this is exactly what we are supplying with the App. The App is constant and the tracker appears on the home page so it’s continuous and easy to understand. This will make consumers fully aware of their progress and get rid of any illusion that they might forget about the project and the device.
T.L.
51
52
53
T H E U N I PO I N TS These points will enable the consumer to feel good about making the right choice. Even
when
based
on
the
consumer’s
self-interest,
we
decision will
is
point
out that they have contributed in some way for the better. If consumers achieve their daily goal, they receive a Unipoint. These points amount to a weekly amount, if consumers gain 5 or more Unipoints in a week they can collect the weekly deal. These deals vary week to week and feature deals across all genres of products. There is also an option to Be-generous in which consumers can donate their points to the charity supported by Unilever which will be converted to money. The idea is about moving for change, whereby activity on the consumer’s part is making a big difference to
the
life
of
others
and
this
makes
consumers want to carry on and feel great. The deals are designed to recognise and 54
reward active behaviour.
The way in which we quantify and display this to consumers will express the contribution made in a way they can relate to. Importantly, we will delve into data visualisation and display an inspiring and engaging visualisation of the consumer’s data. By rewarding consumer’s efforts and making them see that their activity is changing the life of others, which will be seen through the portal, the alleviation of guilt will act as a motivator to engage with activity and sustainability.
T.L.
55
I n s ta n t G r at i fi cat i o n The progress monitor will provide information in real-time to the user which will reinforce and push the need to be active. The progress monitor along with the App and the online portal will all be used as great motivators for activity, so that the idea is never forgotten and activity never stops. This will eventually become a part of their everyday lives through these mediums.
I n n ovat i o n Our aim is for Unilever to be at the front of innovation in
becoming
a
leader
in
the field. Unilever need to be at the bleeding edge of technology
and
by
driving
forward
innovation
in
the
area
sustainability
and
of
brand communication this can be done. Thus the development of the App and Portal will provide a great atmosphere to engage the consumer socially.
Through ideas
the
innovation
Unilever
will
overcome
competitive
barriers
instead
open
market device.
will a
fashion
In
a
market
by
two-way
dialogue
and
will
set up a ‘customer feedback
new
= reward’ engagement system
forward
for loyalty which will all
a that
companies
is
be
visible
on
the
portal.
that
The project will not require
are less sensitive about global
compromise from the consumer,
issues
Unilever
will
and will innovate to ensure
stand
out.
innovation
the project delivers unique
can
This
and
doesn’t have to be radical or
value
disruptive; instead the project
discernible to the consumer.
will offer opportunities, new ideas
leading
to
big
change.
The Be bracelet is a groundbreaking effort in the market. The bracelet is designed to be worn the 56
We have established an open,
and
up
for
dominated
of
every
day
consumer
and
enjoys
something wearing,
making it unique in its appeal to the conscious consumer.
that
is
clearly
T.L. Fig 20
57
M a k e i t P e rs o n a l The project will get consumers to relate to their activity issues and empathise with the need for immediate action. Research shows that the human mind has a natural tendency to focus on the problems based on their proximity and many people find it hard to relate to issues that don’t relate to them directly. For this reason the Be active project will relate to the personal issues of the consumer by allowing the consumer to set their own daily goals and giving them control. By establishing links between the characteristics of sustainable brands and the personalities and preferences of individual consumers an emotional engagement will form. Additionally,
by
using
a
local
charity
Unilever
can
employ
local
issues as levers to help consumers relate to the global and wider issues. Moreover, by personalising through tangibly connecting the environmental choice to a personal benefit to the consumer, there’s much more likelihood of change. For example, the fashionable bracelet will encourage consumers to be active and by localising it they are more likely to use it every day.
58
S i m p l i c i ty Additionally we must make it easy, from our primary research most consumers said that helping others and protecting the environment was important to them but according to trends very few will actually translate this into tangible action or a change in lifestyle. This is because consumers are creatures of habit and find it hard to break free from the behaviours and patterns they’re used to. Consumers typically take the path of least resistance, which therefore becomes an important factor in the design of the Be active project.
Qu i c k W i n s By helping consumers to gain quick wins, they can then graduate on to further commitments. The will help consumers to comfortably and conveniently start to address sustainability in their own small way and will help Unilever to win the long-term loyalty of consumers. The daily challenges will start small and graduate to become more progressive with the project. This will be done whilst tracking their performance against other challenge takers on the Be active portal to create a great social atmosphere and to motivate one another to keep going.
59 T.L.
60
61
62
M A R K ET I N G >>
63
64
There will be several elements that will surround our ‘Be Active’ project before the official launch. This is to create buzz, excitement and curiosity about who we are, what we stand for and what ‘Be’ is all about. We will be achieving this via a variety of different media methods, including print, viral video and radio. The main factor that was essential when creating all these different forms of media promotion was that they constantly linked back to the ‘be’ brand, creating strong brand association and identity putting the ‘Be’ stamp firmly in the minds of our target consumer. It was critical for us that our target consumer was already familiar with the ‘be’ logo before the launch as this would cause them to be eager and excited to gain the answers behind the promotion that has been surrounding them each day and causing their ever-growing curiosity.
B.F.
65
P R I N T A Dv ert i S em en ts The
first
element
of
our
‘be
active’
Placed on their lips will be the ‘be’
campaign to be pushed out will be the
logo sticker sealing them down, this
teaser adverts. These adverts will be
will be the first time our consumers set
kept very mysterious and lack little
eyes on the ‘be’ logo, so this is a very
information. We have achieved this by
significant moment in the chain of our
only showing half of the models faces in
promotion. The reasons why the
the adverts, so all you can see is from
achieve the anonymous element so well
the nose down, causing your attention
is without seeing a person’s eyes it
to focus on their lips.
is hard to identify them, and without
adverts
any text or explanation surrounding an advert it is hard to come to a theory or gain any real information behind it all.
66
Fig 21
The only clue the viewers will have when
The location of these adverts will be
coming into contact with the adverts
on tubes, buses and on billboards of
will
heavily populated and thriving cities,
be
the
‘be’
logo,
which
will
hopefully imprint into their minds.
As
these locations are key as that is where
well as this in the bottom corner of
our target consumer, the office worker
each
will most likely come into contact with
the
advert
there
will
be
there
Facebook logo and a link saying the ‘be
them on their day to day lives.
active project’.
Fig 22
B.F.
67
M ov i n g B i l l b oa r d To accompany these adverts there will also be similar set; however they will be moving billboards. The biggest difference between the two different forms of averts is this one will contain text. The ‘Be’ logo is once again seen, but this time there are words that follow after, which change. The words the will be appear on these adverts will be, be active, be inspired, be beautiful and be generous and so on.
These short inspirational sayings are key to our ‘be’ project as they are
brand ethos and lifestyle goals that we hope to achieve, live by and pass on to our consumers.
68
Fig 23
Fac e b o o k a n d S p o t i fy An
important
element
of
any
marketing
strategy is targeting the social media sites,
especially
with
them
being
so
prominent in today’s society. There will be a ‘be active project’ page for those who want to know more , all they have to do is
‘like’ the page
and they will
gain more information about who we are and what we are doing. On this page there will also be a link to the website where the promotional video can be found and a countdown to the official launch of the site. Another more upcoming media device that we will be targeting as well is Spotify, we feel this is really engaging form of communication that will target the younger end of our consumer successfully.
B.F.
69
St r e e t T e a m The next key factor of our ‘Be project’ is down to our street team. These groups of ‘be’ promoters will be found in the streets of cities dotted around the entrances of tube and train stations, bus stops and busy thoroughfares. These locations have been picked for our street team as this is where they are most likely to come into contact Fig 24
with our target consumer. The street team are being used to hand out ‘Be active’ promotional packages this creates a more emotional connection with our consumer, as it is actually gives them something to hold on to and keep. These packages will be recyclable like the packaging of our device, as this once again reinforces the lifestyle we live by and want to promote. Inside these packages will be stickers, business card, mini postcards of our ‘Be’ adverts, stamps and tips, facts and advice on how to be healthy and improve your lifestyle.
Fig 25
70
B u s i n es s Ca r d The most essential element found within these packages will be our ‘Be’ business card. The business cards are a key component within our promotional strategy as they have the allimportant link to the ‘be active’ website.
This is vital as this is the only other source,
aside from our Facebook page, that potential consumers will come into contact with this link. We have kept the design of the cards very simple, clean and contemporary as this will contrast with the recyclable look and style of the promotional packages, and the contents found within. This design decision was made of a very neutral background and modern vibe as it most importantly draws the attention to the link. As well as our logo and link to the website found on the card we have placed our lifestyle goals and motivational statements that were previously seen on the moving billboards.
Fig 26
B.F.
71
V I D EO The final and most engaging element to our marketing campaign will be our viral teaser
video.
The
teaser
version
of
our video will be found on our website alongside a countdown to when the website will officially be launched in May 2012, along with full version of the video. The ‘be’ campaign teaser will also be placed as an advert before YouTube
videos ,
we will mainly be targeting on placing it before Health and fitness videos and the
current
most
played
music
videos.
This should grab people’s attention and hopefully guide them on to the Facebook page and website. The video shows the morning routine of a young male and female office worker before they go to work. Shown throughout will be activities such as having breakfast, brushing teeth and getting dressed for 72
work.
The video is shot in a contemporary black and white effect once again in keeping with our logo and this also connects to our advertising campaign as you also only ever see the male and females mouths, enhancing the element of curiosity and linking the whole campaign together. The video starts and ends with the ‘be’ logo so our consumers gain recognition with our logo, however the end sequence also shows are brand morals, be active, inspired and so on. The full length video will have it first preview at our launch event to the press and bloggers, from then it will get placed on to our website replacing
the teaser video. Allowing the
public to see the full version of the video and browse are freshly launched website.
Fig 27
http://youtu.be/1lHp63CWEGY
B.F. 73
P R>> M ED I A LI ST We created a media list after deciding where and how we would like to promote our product and concept.
M a g az i n es a n d N ews pa p e rs · Metro
- This free newspaper is handed out daily at most underground stations in London and is
read by around 17 million people each day (metro.lu 2009), many of whom are commuting to and from the office. · For our female market the product will feature in magazines such as: Style on Sunday, Cosmopolitan and Grazia. These are all fashion forward magazines that target stylish, ‘everyday’ women.
They are
also published weekly, meaning the content is all very current.
· As for our male consumer we decided on ShortList magazine as it appeals to our consumer age and includes a style and a gadget section, both of which could promote our device. Also Men’s Health magazine as it remains the biggest selling men’s magazine in the UK (pressgazette.co.uk, 2011) and targets men who like to look after themselves and lead an active lifestyle.
74
O n li n e 25% of employees use the Internet for personal use during office hours for at least ten minutes each day (McKay, D. About.com) so advertising online would be ideal for this project. We will use popular sites like YouTube, spotify, facebook and twitter to show our promotional video and introduce our concept.
T ele v i s i o n As Unilever are already an established brand and ‘be’ are working closely with them it could be possible to advertise the product on TV. Also because the concept is very current and innovative shows might be more inclined to feature the ‘be ’bracelet. Programmes such as The One Show on BBC One include a section on products/gadgets where the bracelet could be introduced and demonstrated.
C.K.
75
as a build up to the official launch of the device and the ‘be ‘ brand. The launch itself needs to answer any questions that the adverts have raised and put an end the mystery that surrounds the project. The launch must be exciting for those attending, relevant to our brand and informative about the device. The event will be open to the general public but we will also be inviting special guests that we believe will be interested in our product and potentially help with promotion including: · Members of the press · Representative from potential retailers, such as Whistles · Respected names from the fashion field who have a keen interest in ethical values and well being for example, Emma Watson who has recently created a
collection
for
environmentally
friendly
fashion
label People Tree. Inviting a well-known, appreciated celebrity will also attract more attention to the launch and encourage further press coverage. · Executives from Unilever
76
LAUNCH
These marketing methods will be used to create hype
To continue with our consumer theme, the event will be held in an up-market office space along Canary Wharf in Central London. As guests arrive they will receive our promotional package previously mentioned but with an additional free ‘be’ bracelet which they will be asked to put on straight away. The guests will be taking part in a mini competition to see how many steps they take during the event and a generous donation to charity will be made in the winner’s name. The full version of our brand video will be showcased for the first time and will be used to grab the guest’s attention before the introductory speech. The speech will be given from our ‘be’ team at which point they will explain our concept as a brand and demonstrate how the device itself works. They will also introduce the various activities for our attendees to enjoy. These activities consist of three interactive checkpoints which include:
14.05.2012 C.K.
77
78
· The Water Point – Everyone is encouraged to take a free bottle of flavoured ‘be’ water to keep them energised and refreshed throughout the evening. · The Walking Point – Here the guests will have the opportunity to experience the whole process first hand. There will be interactive tablets so they can access our website, learn the unipoint system and have a look at the app. They can also sync the tablet to their ‘be’ bracelet to see how many steps they’ve taken so far and how many more they may need to win. · The Stopping Point – When starting to make changes to your lifestyle you must also think about what needs to stop. This checkpoint gives people a chance to recognise any bad habits and seek advice on how to address them. The guests can simply enter their bad habit e.g. smoking, into the tablets and the ‘be’ advice generator will offer simple steps on how to give up. All checkpoints will be linked by light-up flooring which will illuminate when people walk across it, this will give the event a fun edge and hopefully encourage more steps to be taken. We want the event to be as interactive and as interesting as possible whilst staying relevant to our project. The attendees must feel as though they are part of something special and innovative. When people are actively involved with something they will show more of an interest and understanding than if it is simply explained to them.
C.K.
79
80
C O N C LU S I O N >>
81
After researching the market, considering our consumer, creating a functional product and devising a promotional strategy, we believe we have successfully created a product and brand that can be taken seriously within the market and has the potential to be a great success. We achieved all of our original aims by effectively addressing the objectives through insightful
secondary
and
primary
research.
The product itself is unobtrusive and subtle making it part of the wearer’s everyday life and its durability ensures longevity. The app and progress monitor provide the owner with a constant motivation to do better along with the Unilever point scheme which allows them to reward themselves or others. These small motivations provide an emotional connection between the wearer and the device ensuring sustainable, long term usage.
82
After finalising the project we then began to consider what the future may hold for ‘be’ and how the brand would be developed and continually improve. This is a long term project that will become part of the consumer’s lifestyle and really make a permanent difference to their wellbeing. Over time the device itself will be updated as technology advances so that it remains current within its technological field, this will mean its functions will evolve along with the features of the app. The design of the device will continue to develop alongside trends in the market, we have also considered different versions of the current design for example – the men’s ‘be’ bracelet in black. We have also looked into the possibility of a future collaboration to ensure the product remains stylish and in demand. Perhaps with a high-end jewellery brand like Links of London or with a high street designer like Kurt Geiger. Another method of furthering our project could be to focus on a new consumer segment, for example students; encouraging a more active lifestyle but tailored to their way of living. The further we expand our concept the more room there will be for product extension and the creation of more ‘be’ brand products e.g. sports equipment, water bottles.
We truly believe that the ‘be’ brand is transferrable to many different fields as its not only promoting a product it’s promoting a lifestyle, a lifestyle that is easy to manage and more importantly, maintain. The short term and long term health benefits are undeniable; by improving your level of activity and overall attitude towards an active lifestyle now, you are ensuring a healthier, more fulfilling future.
C.K.
83
84
85
86
87