25 | Verbal Brand

from Final Major Project: Realisation

50 | Visuals

Event Guide and Mental Health Booklet

SMART Objectives

- To provide added value to the consumer with an extra exclusive brand touchpoint. - To get a minimum of 30 people to sign up to VIP.

Strategy

It must be noted that Gen Z buy into value-driven purpose products (Moran, 2020) and brands that have the same values as them. The VIP pack aims to target the consumer through providing products that provide advice around how to deal with mental health and ways to help support others. We also offer exclusive freebies to increase desire of the package to give consumers a “dopamine delivery” (Bell, 2021) when opening the packs. By giving them a burst of excitement when receiving the visually pleasing products, we hope they post on their social medias.

To integrate this package with the digital side of consumers, it will feature a QR code which will provide extra information about each piece of clothing provided at the event and key information about guest speakers. VIP customers will be able to enter the event thirty-minutes before general admission to receive first exclusive access to the collection.

The VIP packages are limited to exclusive VIP customers only, meaning they will have the opportunity for further access to the event. This multi-sensory touchpoint will add value and create a memorable experience for the consumer By utilising a creative and aesthetically pleasing package, we want our consumers to post these on their personal social media accounts before each event to create user-generated content and raise awareness further. Furthermore, key influencers will receive a VIP package to promote teasers on social media to help increase the desirability and reliability of Kushty as a brand and the event.