ycn boards

Brief 4: Dolce Gusto YCN Kickstart

Board 1/4

Chloe Wilkinson

Dolce Gusto @dolcegusto

Send us a photo of your morning NDG machine #yourperfectstart

SHARE YOUR MOMENT #YOURPERFECTSTART

15 seconds ago

OUGD303 FMP

Brief

Concept

Promotion

The brief is to come up with a compelling, creative approach to present NESCAFÉ Dolce Gusto’s coffee machine range to young homemakers aged 22-30.

In a world of social media and smart phones this campaign utilises both to spread the promotion of Nescafe’s Dolce Gusto machines. The audience of young professionals, acclimatising to the early starts and professional world is targeted through relatable images and social media relevant to them. By tweeting an image of their morning coffee to #yourperfectstart, they enter themselves into a competition to win a Nescafe Dolce Gusto coffee machine.

The choice of images, ones that appear to be from smart phones, create a less corporate, personal feel to the advert.

They allow the audience to relate quickly and with ease to the option of tweeting a photo.

Tags:Brief 9 Dolce Gusto , Brief 9 Dolce Gusto, OUGD303

Brief 4: Dolce Gusto YCN Kickstart

OUGD303 FMP

Board 2/3

Chloe Wilkinson

Further Promotion

Flyer

Online Advert

To get the hashtag trending, promotion of the concept is key to the success of the campaign. Environmental advertising, such as ad shells and large billboards are used to reach a large sized audience.

Througout the printed promotion there is a suggested link to a traditional polaroid image, however, this is not the focus of the design. The images are large enough to show enough detail to entice the audience’s interest.

The online advert is another way to reach the target audience of young professionals. This will be shown on general websites, as well as social media such as facebook.

Tags:Brief 9 Dolce Gusto , Brief 9 Dolce Gusto, OUGD303

Brief 4: Dolce Gusto YCN Kickstart

Board 3/3

Chloe Wilkinson

VERSION RED GREEN BLUE (V26)

NESCAFÉ Dolce Gusto NES_12_5273_Logo_NDG_RGB 17/01/2013 24, rue Salomon de Rothschild - 92288 Suresnes - FRANCE Tél. : +33 (0)1 57 32 87 00 / Fax : +33 (0)1 57 32 87 87 Web : www.carrenoir.com

Ce fichier est un document d’exécution créé sur Illustrator version CS5.

VERSION RED GREEN BLUE (V26)

NESCAFÉ Dolce Gusto NES_12_5273_Logo_NDG_RGB 17/01/2013 24, rue Salomon de Rothschild - 92288 Suresnes - FRANCE Tél. : +33 (0)1 57 32 87 00 / Fax : +33 (0)1 57 32 87 87 Web : www.carrenoir.com

Ce fichier est un document d’exécution créé sur Illustrator version CS5.

OUGD303 FMP

Concept

Website

Proof

In a world of social media and smart phones this campaign utilises both to spread the promotion of Nescafe’s Dolce Gusto machines. The audience of young professionals, acclimatising to the early starts and professional world is targeted through relatable images and social media relevant to them. By tweeting an image of their morning coffee, they enter themselves into a competition to win a Nescafe Dolce Gusto coffee machine.

The twitter site will be the main page exhibiting the images sent in, however, to add interest to the online presence there is another website which shows the instant update of each image as it’s sent to #yourperfectstart.

To show the title of the yearbook, we decided that creating a debossed stamp stating ‘PROOF’ (the exhibition title and yearbook title) would reinforce another aspect of Aristotle’s theory, almost as a seal of approval. This would also add a print finish to the cover which would make the outcome more interesting to pick up thus increasing the success of the promotion of the college’s course.

Tags:Brief 9 Dolce Gusto , Brief 9 Dolce Gusto, OUGD303