Unilever: Shift by Clare Smith

shift Get your shift on

Team Anon: Aishu Lee, Catherine Lamb, Clare Smith, Ellyn Grant & Jade Holmes

We can confirm that this work has all gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed ................................................................... Date ........................ Signed ................................................................... Date ........................ Signed ................................................................... Date ........................ Signed ................................................................... Date ........................

Catherine Lamb 2,115 words Clare Smith 1,946 words Ellyn Grant 1.854 words Jade Holmes 1,940 words

website:

www.fcpanon.blogspot.com 4

Collective 586 words Total Word Count 8,441 words

Contents. Introduction

Methodology

Market Trends

Our Consumer

Our Vision

The Product

The App

Communication Strategy

Project NOT Campaign

Summary

9. Introduction.

This report will introduce you to and explain Shift, the latest selftracking device for the multi corporate brand - Unilever. Initial research into the Unilever brand was undertaken by the team to enable us to focus on a specific target market. Through thorough primary and secondary research into consumer behaviour we were able to tailor Shift to meet all demands outlined by the project brief. This brief defined the objectives behind the self-tracking device and focused specifically on how it will monitor active and inactive behaviour. It became clear from the brief that an important factor of this product is how it will motivate consumers to get moving and continue to do so throughout their life. The report will further explore this and discuss how motivation will be created, promoted and marketed through all consumer touch points. From the briefing it was fairly obvious that Unilever wanted this product to be worn all day, every day and subtly fit into consumer’s lifestyles. We have therefore designed the Shift to meet this specification. Throughout this report we will discuss the ideas, inspiration and thought processes behind all aspects of the Shift design; further demonstrating its excellence and functionality in the selftracking market.

Jade

Methodology.

12. Primary Research. Primary research confirmed if our original ideas would be viable. By actively involving our target consumers we were able to gain inspiration and ideas to take our initial thoughts further, meeting their needs and creating a desirable product. Street Style With the brief stating that the device was to be wrist worn it was important to see what was popular in everyday wrist wear trends. We used the snowball sampling method to take a series of street style images capturing people’s wrist accessories. At this point we were unsure of our target consumer, so by taking a broad variety of photos it became clearer as to what trends different ages and sexes were into. This exercise helped us gain an understanding of the trends in wrist worn accessories, and what people liked and disliked, giving us first hand research into materials, and aesthetic qualities. Spot Interviews On Monday 7th of November we asked short questionnaires to 10 members of the public. This was a practical day to carry out this research as we found the majority of people in town were parents of young children shopping at their leisure. Targeting people with pushchairs proved successful as these people were clearly parents and most of them had other young children in schools. Choosing suitable locations to approach people was key, for example; outside Boots, early Learning Centre, Next and other ‘family’ associated shops meant the customers entering and exiting these shops were also our prime consumer. Timing was key as asking people for their time is always difficult, so we approached people on benches whilst they were waiting and whilst queuing for Santa’s grotto, as they had more motive to talk to us. We found that when we stopped a couple the answers weren’t as credible; for example we spoke to the man first who we believed gave honest answers until his partner joined us contradicting his initial responses.

London Business Trip A business trip to London on 16th November provided a great location for extensive research especially whilst researching the retailing area. It allowed time to explore a variety of shops and bigger stores where we analyzed and tested similar products and observed packaging. We looked at how other products were being marketed in store, and also where our product would be most fitting, both when choosing a store/stores to place our product and the location within the store. We also had the opportunity to speak to sales representatives about similar products and where our product would be most suited. We visited and studied Selfridges, House of Fraser and Hamleys. Focus Group On Friday 18th of November we attended a parent and toddler group at Lowdham village hall. We carried out 3 10-15 min interviews. It enabled us to talk to parents in more depth about our ideas asking them new questions and the revised questions from our initial spot interviews. Rather than asking is ‘health and wellbeing important to you and your family?’ we asked ‘What do you do to ensure health and well being is an integral part of your family’s life?’. It became apparent from our initial interviews that everyone would say yes to the first question, this way we got more specific answers and we could judge how important it was to them. We wanted to find out more information to help us with the aesthetic of the product, and so we asked questions such as ‘Do you wear anything on your wrist?’’ If not why not?’ And if so ‘What colours and styles do you like?’ We also discussed the WII in further detail to confirm we wanted to create an APP designed for this. We also spoke to the parents about rewarding their children for good behaviour, asking ‘Do you have a progress chart?’ and ‘Does it work?’. We asked this to see if we could incorporate any of the parents own ideas into ours to get the children motivated with Shift. Lowdham Primary School Although we cannot market Shift directly at children, it was important to talk to them to find out what they wanted, this included aesthetics, and safety features. Consent forms were sent to the head of the school, and ethics forms were then sent to the parents confirming we were eligible to talk and take photographs. She then signed the consent form (see appendix) to confirm this with us. At the school on Tuesday 29th of November we had the opportunity to discuss our product with small groups of 9 and 10 year olds and later on in the afternoon with the academic staff. The teachers gave us important facts to consider when designing the actual device, and we spoke to her about legal and health and safety complications with the children wearing them in schools, she gave us all the information needed to go away and design a suitable safe product. We asked the children to do some fun tasks as maintaining concentration in children is hard. We asked them to draw a bracelet/watch they might like, and also to create a Christmas list. This was to identify themes for the aesthetic of the products, and also to see if there were any re-occurring patterns in their wish lists, things that children have an interest in that we missed out on in secondary research. We asked the children about relationships with their siblings, and being rewarded at home, to see if our healthy competition plan would work. We also talked more about the WII and games they play on their own and as a family so we could begin designing a suitable app. During break time we went to the playground to see what the children do at break and also to observe how active they are. We were able to participate in various playground games. We spoke to children about their favourite things to do at break times.

Clare

14. Secondary Research. Secondary research on Unilever as a brand, the markets it operates in, possible competitors and potential collaborations with existing Unilever brands was carried out to further enhance knowledge within these particular areas. Self tracking, quantified self and visualising data were all areas that were researched and taken into consideration to fully understand and develop our ideas. Information was sourced from internet sites, books, online reports, retail web pages and journals to gain credible data, facts and general information to fully justify our decisions. Magazines, internet images, brand ephemera and advertisements were also used as forms of information.

Collective

17. Gold & Silver. In order to design an attractive wrist worn device that would be desired by a broad audience we saw it important to carry out some primary research in order to gain understanding of current trends. We took to the streets and conducted a street style project through snowball sampling asking a random selection of people for insights into current wrist worn trends.

Market Trends.

A popular choice of bracelet was a gold or silver piece; it’s a more precious material, it’s more expensive and many of the wearers were given them as presents from loved ones or had them passed down through the family. They therefore wore them most of the time and would always remember to wear them due to their sentimental value. The general trend of gold and silver bracelets was small and dainty. We decided as a group that Gold and Silver is far too precious for a child to be wearing as an everyday accessory and this trend doesn’t really fit into our specification, as the materials and the manufacture of the product would have to cost under £7. However the sentimentality that the family link brings we can be adopted into our product. It is obviously liked for its aesthetic reasons too; the gold/ silver colour and the shiny quality. It is often replicated in cheaper jewellery pieces. Materials such as stainless steel and other metals are used as they are much cheaper, we will consider these in the design of the Shift band.

Catherine

18. Watches.

One of the most common wrist worn trends we identified was watches, purely due to their functional qualities and unisex appeal. However, it became clear that nowadays there is less demand to wear a watch due to the influx of modern technological advances. People told us that they often check their smart phones, computers or iPods in order to check the time as an alternative.

Another apparent trend that emerged was charity bands, again popular amongst a large demographic. It became clear that the interviewees wore them as a sign of respect or for personal reasons. The emotional attachment therefore meant that the band was worn daily and rarely taken off, something that must be achieved with theÂ Shift. Another feature of the charity bands was that they were colourful and eye catching, resulting in an increased desire to wear them. Their attention grabbing qualities raise further awareness for the chosen causes. However upon questioning the public it became clear that not all the bands were actually charity bands and some had simply been designed to look that way. They didnâ&#x20AC;&#x2122;t support any particular cause but were merely worn as a fashion object. Festival bands were another common trend that fall under the category of being cheap to produce and displaying a variety of designs. The majority of people wearing the festival bands however, were primarily of a younger demographic, primarily worn as a status symbol. One of the teens interviewed was wearing a reading festival band from 2008 and had therefore worn it every day for the past four years. This was worn not only as a status symbol but to withhold a memory.

19. Charity Bands & Festival Bands. Ellyn

Ellyn

20. Charm Bracelets. Charm bracelets have been considered very trendy recently with brands such as Pandora and Troll Beads forming the must have charm bracelet currently on the market. The consumer can pick and choose the design of their bracelet changing its appearance, fitting in with the idea of changing trends. These bracelets provide gifting opportunities allowing people to buy charms relating to special occasions in their lives adding a sentimental value. The sentimentality factor is something we wish to recreate in the market and is crucial to our research. We want a product which can be worn at all times with standing fast fashion. When we went into Lowdham Primary School, we asked some of the children to draw wrist wear accessories to see what that age group likes. It was interesting to see that most of the drawings were of charm bracelets, see figure, which told us that they are likely to buy into to this concept of adding to your accessory.

fast fashion and popular fashion trends, whereas others wore theirs due to sentimental values; such as family heirlooms or gifts. The consumer insights were extremely useful and gave us a clear insight into the direction we need to head in order to create a relationship between the shift as a brand and the consumer, to ensure that the Shift is worn at all times.

The charm idea is something that we feel we want to use in the design of our Shift band so it doesn’t just fade out with fashion. It keeps interest through sentimentality as charms could be given as presents. Through our Street style research it became clear that people were wearing their wrist worn accessories for a variety of reasons. Some chose to wear them purely to be in keeping with

Catherine

Ellyn

23. Identifying our Consumer. Unilever is a family brand, “About 160 million times a day somebody somewhere chooses a Unilever product, from feeding your family to keeping your home clean and fresh, our brands are part of everyday life.” (Unilever, 2012. online) This notion of ‘being part of everyday life’ is something we want Shift to follow. The key target of the Shift is to bring families together in an active way, a long term project that will eventually become a routine embedded within future generations. Our generation has grown up with influxes in technology in the form of social media and networking, and we see the Shift emerging as being the next step for today’s generation.

Our Consumer.

Shift as a brand embodies everything innovative, advanced and exciting. Targeting those who don’t take life to seriously and that put their family first. According to the age segmentation from the future laboratory our prime consumer would fall under the category of a “new millennial.” Characteristics of this include; “optimism, confidence, interest into buying new technologies and also having strong environmental and ethical opinions” (trend laboratory, 2010.online). Many recent reports discuss how technologies, in particular the internet and social networking sites, are breaking families down with communication through family members decreasing and time spent on laptops and gaming devices increasing. The Shift will be the solution to preventing this creating a fun, interactive platform encouraging families to lead a less sedentary lifestyle. In addition we want to ensure families feel more like a unit. After carrying out our initial research it soon became apparent that the parents we spoke to all were eager to know more about their children’s activity, the niche area being whilst their kids were at school. During the 6 hours a day the children are at school parents are often completely unaware of the activities their children are participating in. This information can be discovered but through asking the teachers rather than their children. The Shift would be a simple solution to answering this providing the desired data whilst also bringing the family together in a fun way. Further primary research carried out within the focus group at Lowdham primary school confirmed that this was important. All the children interviewed told us that they love it when their family members participate and play with them as opposed to doing activities on their own. The Shift will therefore appeal to families on several levels as it gets the family active and provides information for the parents as well as being a fun, interactive way to bring the family back together. The Shift provides a sense of motivation, nobody wants to be recognised, as the most inactive family member and therefore, this should create a platform for healthy competition particularly amongst siblings. Through introducing the Shift playground application for the Wii, this will provide an incentive for families to play together.

Ellyn

24. Why Families? With our target consumers being young families, this led us to work closely alongside mums over the previous weeks. We conducted a number of focus groups in order to gain a clear insight into consumer behaviour. The first focus group was the mother and baby group held at Lowdham church hall. The focus group was extremely beneficial as it gave us the chance to talk to our target consumers in a personal, one on one setting. It was at this focus group that we met our perfect consumer: Jo. Jo is a typical mother of 2, with a happy family life balancing her career and being a busy mother at the same time. Through interviewing Jo we found out that most of the time she is a house wife but she does a bit of part time administration on the side. When we asked her if she therefore considered herself to be fairly inactive whilst at work due to the nature of her job she said “urm yes because it’s just computer based.” Therefore Jo would be a prime example of someone the Shift could help encourage to get active; especially as she like most mothers she considers the health and well being of her family to be very important. To ensure this she informed us that “in terms of diet we grow a lot of vegetables and fruit at home. For exercise we have a Wii for the kids to play, just dance and stuff like that.” This was another key find because similar to the other mothers we spoke to, Jo owns a Wii and told us that even her two year old child plays on the Wii and her iPad. This further reinforced the fact that the typical modern family is technologically advanced and open to buying into new technologies. Like many parents Jo encourages games which are family friendly and have positive aspects such as educational benefits. These include apps which she describes as “little games” such as a “little maths game for my daughter”. These games are loved by her child and encourage a happy and positive atmosphere for both children and parents. Like many of the parents we interviewed Jo would also be interested in knowing how active her children are at school and would also be interested in promoting a more healthy lifestyle by getting involved with the Shift campaign if given the opportunity. Two of the main benefits of the Shift are the fact that it can be used as an incentive and as a motivational tool. Jo provides incentives for her own family through the use of a star chart and recognises the importance of praising her children particularly “for activities or nice behaviour, especially with the 5 year old”. Jo also thinks that “trying to teach good behaviour with starting school” is a good foundation for behaviour change. Jo’s rewards to her children come in the form of “something they really want, sometimes something really small like a Cbeebies magazine.” This enabled us to find out first hand that children respond well to added incentives and rewards, which is something we have addressed with Shift. We then further interviewed Jo to find out her opinions on wrist worn accessories in order to gain insights into the design and aesthetics of the Shift as a product. It became apparent that Jo wears a watch and bracelets but only “some of the time.” Unlike some Jo didn’t appear to be influenced by fashion trends and when we asked if there were any particular styles or colours that she liked or disliked she answered, “nope...colourful!” She preferred bulkier accessories as she told us she doesn’t “like it when they get caught in my or the kids clothing.” All the responses Jo provided us with were taken into consideration throughout the design of Shift to create a product that will appeal to families and the parents purchasing it.

Ellyn

The Tomlinsons. Family 1 - Interested in spending more time together as a family, want to be more active and improve their overall health and wellness. These families have the time and money to be more active but need a little push in the right direction. Shift appeals to these consumers on a practical level in order to improve themselves and their family. Families similar to the Tomlinsons donâ&#x20AC;&#x2122;t need much persuasion to buy into Shift as they already hold Unileverâ&#x20AC;&#x2122;s brand values and agree with that the product is trying to do.

26. Consumer Segmentation.

Jade

The Hopleys. Family 3 - No intention to change their behaviour and don’t want to know the positives to leading a more active lifestyle. These families are frequently inactive and have an unhealthy lifestyle in most other areas. Becoming healthier as a family is very low on their list of priorities and they will therefore need a lot of persuasion to purchase into Shift and its brand values. These families may need to be targeted in other ways and through different touch points so the benefits of a more energetic way of life to be fully understood.

The Whites Family 2 - Care more about their overall activity levels and don’t intend on changing them a great deal. Families such as ‘The Whites’ aren’t as aware of the benefits of leading an active lifestyle and their behaviour needs to be changed more than others. They tend to have less time to participate in family activities and would rather watch the TV together than go for a walk if given the choice. These families need a bigger push for them to buy into Shift and to be aware of the benefits it will bring to them. Although they aren’t initially aware of the benefits of an active lifestyle they’re open to learn as long as it doesn’t take too much effort.

Jade

Our Vision.

32. Brand Identity.

A consistent brand identity will be applied to all products and promotional tools associated with the Shift. This will be ensured through the use of colour palettes, logo and a suitable tone of voice. It is pivotal that the Shifts branding is easily identifiable, appealing and most importantly consistent in order to create brand association and consumer trust.

shift Get your shift on

Who is Shift? Shift as a product is the latest must have wrist worn accessory. The Shift embodies everything innovative, smart, advanced and specialist. As an organisation the Shift is dedicated to its consumer, trustworthy, fun and accurate; offering a new exciting experience to all consumers. The name The Shift; a short, snappy, simple word, which remains embedded in the memory. Shift is a play on words for activity and when matched with our brand slogan “get your Shift on” creates a light hearted way of encouraging and promoting people to take the next step towards getting active. Logo The brand logo is simple yet effective as not to retract away from the product. The wording is highlighted using a variety of bright colours in order to make it eye catching and appealing. It has an attractive yet inviting feel to it ensuring that it’s appropriate for all ages and is family friendly. “Get your Shift on”, the brands slogan is also part of the logo and helps to constantly refer to the Shifts prime aim; get the whole family active, together, forever.

Ellyn

34. How will we change behaviour? It is a well known reality that sedentary lifestyles are becoming more prevalent in today’s generation compared to previous years. With a greater reliance on advanced technology such as iPad›s, computer games and laptops plus the rise in deskbound jobs and an increasing service industry, lifestyles are becoming more and more inactive. It is becoming an escalating problem as “the nation appears to be stuck in a downward spiral of unhealthy lifestyles” (Female First, 2009. Online). To overcome this, we needed to inspire consumers to review and challenge their lifestyles in order to provide the motivation to fundamentally change their lives and become more active.

. e iv t n e c In d n a n Motivatio

In addition to family motivation and competition we have decided to add a few extra incentives for consumers to become more energetic. We aim to do this firstly through the introduction of a Wii application where you can gain and loose points for how active or inactive you have been throughout the day. The more active one is, the more points are earned and the further ahead one can get in the game by unlocking special powers and gaining extra lives. However, if one has been particularly inactive one day/week, points will be deducted and will therefore result in the loss of special powers and the ability to unlock rewards. This will create a huge incentive for families and in particular children, as they want to progress and get ahead in the game. Our second motivational technique is to involve the well-known TV family, the Brockman’s or, as they are better known, the Outnumbered family. The incentive to compete against the Brockman family will initially drive the motivation for families to get active. The prospect of the competition outcome will provide families with yet another incentive to get active together and will really promote the idea of an active family lifestyle.

By targeting Shift at families, leading an active lifestyle can fuel the competitive drive within them and create an element of healthy competition between family members. Sibling rivalry will be an outcome of this and will therefore act as an incentive for children to be active. It’s no secret that children constantly want to out-perform their brothers/sisters. Competition between other family members will also be present as no-one wants to be the least active family member. By targeting families, we will also be introducing motivation through the parents acting as role models. “Parents are the best role models. By leading an active life, you inspire your children to do the same. Praise, rewards and encouragement will help kids stay active” (Optum Health, 2009. Online). By promoting role model figures, we are hoping that parents will become the drivers behind getting their families active, to set a good example and really get their family on board. We want the Shift to be the product that not only gets families active, but successfully brings families together.

Jade

“the nation appears to be stuck in a downward spiral of unhealthy lifestyles” 35

Jade

37. Materials. The strap will be made of a natural rubber which is phtalate-free. This natural rubber is used for the baby teething toy, Sophie the Giraffe. It is safe for children to chew, so the parents don’t need to worry about it being harmful. Other properties of the chosen material are that it is slender, soft and flexible so will be comfortable to wear on the wrist. It is cost effective as Sophie the Giraffe retails at about £12 and the Shift would be using a lot less of the material in a far less complicated shape. Natural rubber is naturally sourced and bio-degradable, sustainable and environmentally friendly meeting all environmental and ethical demands. The colourful charms will be made from a hardened natural rubber, similar to that of the band. It is cheaper than stainless steel so is more practical for the children to wear.

The Product.

The adult charms and the capsule that houses the outside of the accelerometer will be made from stainless steel. Stainless steel is a very durable choice of material which is popular among many products as it doesn’t rust easily and has waterproof qualities. In addition stainless steel has a long life span so the band will not corrode or get damaged easily withstanding daily wear and tear, particularly with children.

The product that we have proposed in response to the brief set is the Shift band. The band not only monitors the families’ activity levels, but acts as a symbol of their unity and brings them together. The band therefore has a level of sentimentality. Think of a wedding ring; a promise to love, honour and obey.

Shift; the promise to support each other in order to get active together.

Catherine

39. Charms. The charms are part of our incentive to get active, they will be bought as presents and rewards for good behaviour and activity. A teacher informed us that for the charms to be safe they need be as flat as possible which resulted in our sticker like design to try and minimise the risk of it catching on clothes etc. We have decided to choose this aesthetic as we from our interviews we found that mothers don’t like delicate accessories that could catch. One participant told us “I don’t like it when they get caught in my clothing or the kids clothing.” Our sticker idea was further supported when a teacher we interviewed said “The kids will do anything for a sticker”. This is the kind of incentive we would like Shift to address in order to get active.

38. Accelerometer & Clasp.

The charms will be able to clip onto the strap, shown in the detailed diagram, figure. The charms will consist of wide a range of designs, including topics they have covered in school to favourite past times and hobbies. The children at Lowdham Primary School expressed particular interest to Lego which could result in Lego characters and collaborations with other toys in the future.

The Accelerometer The Shift band will be able to record and track levels of activity and inactivity throughout the day via an accelerometer. The accelerometer will be held within a sealed capsule made of stainless steel making it fully waterproof. The data collected is sent from the accelerometer directly to smart phones, iPad’s, laptops and computers through wireless technology. The engine that runs our application then organises the data so it can be visualised through the Shift it application. Clasp Interviewing a teacher at Lowdham Primary School allowed us to discuss Health and Safety issues that could arise. This included what the design of the Shift band would have to incorporate for it to be safe for children to wear. We were told that we would need to include some form of quick release mechanism so the band was so to catch on another child it would automatically unclip preventing any potential danger. The clasp that we have proposed for our design would release once a certain amount of pressure is applied to avoid any injury. The clasp would be made in the same stainless steel as the capsule for the accelerometer and the adult charms keeping a consistent aesthetic throughout.

Catherine

41. Interchangeable Straps. One of the features of our product is that you can change the straps. We have chosen interchangeable straps due children’s continuous growth spurts, providing comfort and the opportunity to change sizes once they have been out-grown. Our aim is for Shift to be a help not a hindrance. Children are also well known for the fact that they are always changing their minds as was confirmed when we visited Lowdham Primary School. A pupil from Year 5 said that, “His favourite colour was pink and now he likes orange” further reinforcing our decision. The bands will therefore be available in a wide range of colours. The range of colours for kids will be bright and colourful whereas the colour palette for the adult bands will be more subtle and mature with a small selection of the popular bright colours. The natural rubber will be dyed using natural dyes so it won’t be harmful to the wearer or the environment. The natural dyes will have come from natural pigments from plants, another natural source. To overcome sustainability and environmental issues of changing and swapping the bands when they become too small or disliked, Shift asks its customers to bring their old strap back. In return for their co-operation Shift offers a voucher entitling them to a new discounted strap, which can then be re-attached to the Accelerometer. The discount of 25% will be offered at all stores selling the Shift band. Shift then assures its customers that they will deal with the old band responsibly by recycling it. The natural rubber is 100% bio-degradable making this easily achievable. App

Catherine

43. The Wii. From our initial interviews it became apparent that most households have a Wii and 11 of the 12 randomly selected children we interviewed at Lowdham Primary School owned Wii. The Wii became a major topic in our discussions with our target consumers as it is a product that has become a phenomenon for the home. The Wii is widely known for incorporating technology, fun, family and fitness, which closely links to some of Shift’s own aims and ideals. We thought it was ironic to produce an ‘active lifestyle’ app that was viewed whilst sitting in front of a computer. With this in mind we had the idea to create an app for the Wii as a motivational technique and to see how active you have been. We opted for an app rather than a game because games are costly and apps can easily be updated and expanded. With it being cheap to produce it means we can initially offer it free to those who buy the Shift. When you buy the Shift you will be given a unique code, which you will enter at the download stage erasing all costs.

The App.

Clare

The app is called Shift Playground; the inspiration came to us after our visit to the primary school where we went out at break time with the children. The yard was painted beautifully yet simply with games such as: hopscotch, mazes and puzzles and the children loved it. We got involved joining in with them and they become even more motivated when showing us how it was done. We therefore thought this could continue into the household, as the playground is primarily their domain, so they will be keen to show their parents. The Shift playground includes all of these games and with its simple, active and educational approach will help to improve co-ordination and other skills. Throughout our primary research this was the main benefit the parents liked throughout the Wii games. The big appeal of Shift Playground is the relationship between the real and the virtual world. After downloading the app via the Wii, each family member creates their Mii character, unless they already have one. The Wii recognizes activity levels through wireless data and allows the reality of the real world to become part of the game, making it more challenging and putting the active lifestyle into perspective for young children. The more active you are in reality the more your Mii character will become stronger, faster, unlock more games and gain special powers, for example the addition of wings and a jetpack. However if you are inactive your Mii will become weak and loose its powers. We thought would be a great way to keep children motivated as they will want to beat their siblings and parents. Shift playground will start off with games such as hopscotch, mazes, human chess, and other simple games. As it becomes popular and the children grow bored we will expand and create new apps to increase appeal similar to just dance which is now on its 3rd edition.

45. Smartphones and iPads. Whilst the WII game is a great idea and a source of fun, we needed to create a side app to ensure the data can be monitored more accurately. The application will again be free to download with the product, and will be available for all smart phones and iPad’s. When speaking to people in the interviews we found that between each couple they have at least one smart phone, and more and more people want iPad’s. A lady in our focus group said that her husband was wanting one for Christmas. It became clear that children also play on them after one lady from our initial interview said her 2 year old daughter plays on it. From this, the app we have created is suitable for the whole family, choosing fun and easy visuals so data can easily be tracked and monitored together further promoting family togetherness. As we didn’t have the authority to use the Mii characters for our visualising data app we have created a new character. We have taken inspiration from the Unilever website and used the Unilever ‘monster men’ figures as representation for each family member. It is very simple to use as you gain points depending on how active you have been. The more active one is, the more your character fills with colour. The aim of the app is to fill your character with as much colour as possible with the final goal being that your character is fully coloured in.

Clare

Communication strategy.

How will we promote the product? 48.

As the PR campaign is the first major exposure the Shift will receive, we need to ensure consumers are aware of the competition. This it vital before it’s aired on the One Show (prime time BBC TV programme) in order for families to send their videos in and participate. To enable this we will apply small orange stickers onto Unilever branded products such as; Lynx aftershave, Flora butter, Vaseline pots etc. These stickers will display the Shift logo with the slogan “get your Shift on” and will open up to reveal further details on the competition, how to enter, where to send videos and how to watch. This will introduce the Shift to consumers by creating initial product awareness in an exciting way and will establish the first incentive to get families moving.

Jade

@ShiftUnilever

Once the interest surrounding the PR campaign begins to decrease, the print adverts will be introduced. The advertisements will feature the winning family to further promote active behaviour, displaying the benefits that accompany being active. Showing the family together in the advert will emphasise the importance of being energetic and having fun together as a unit. These adverts will be featured on billboards and bus stops around all major cities throughout the UK as well as being displayed in technology, women’s lifestyle and family focused magazines such as; Family Time Magazine, Good Parenting, Red, Prima, Good Housekeeping and Wired. Not only will these magazines feature these advertisements but they will also exhibit product images acting as an additional promotional technique to further increase product awareness. Internet adverts and web banners will also be displayed on social networking websites and will be exhibit with the strap line down the side of popular websites. This will then direct consumers straight to the product where they can purchase it at the click of a button, allowing the Shift to be easily accessible to all consumers. Around the time of the PR Campaign, Unilever will frequently tweet about the new product updating consumers on the competition, the competition prize, the benefits of sending in their video, the benefits of the Shift and the excitement surrounding it. With the use of several promotional strategies, we will be using an integrated marketing communication plan which creates higher impact and has previously proven to be a more effective way of promotion.

Jade

50. PR Campaign. The Brief: Unilever’s new addition, Shift, needs publicising to raise awareness of the product and to encourage people to get active together to decrease long periods of inactive behaviour. The Audience: Families with children aged 3 – 13 and particularly aimed at their mothers as they are usually the main purchaser for the household. From our research at the mother and child group it became clear that in general, they are the ones that stay at home with the children most of the time. Unilever cannot target their advertising directly at children, which is another reason for our main target audience to be parents. Considerations: There is already lots of press about getting active and highlighting that people in the UK are too “inactive” from government and also from market competitors.

Catherine

Strategy. 53.

A competition will be set up for families to get involved in. It will take place virally, on YouTube creating a buzz. The competition is to be the most innovatively active family in the UK and requires them to send in their home videos to YouTube. The competition will be called Get your Shift on. The competition will be advertised via the stickers on other Unilever family products. It will also be advertised on Facebook, friends reunited and other online social networking sites. The prize will be a chance to meet and compete with the TV comedy family, Outnumbered. Using celebrity endorsement like this raises the profile of the campaign and gains more interest through fans of the TV show. The YouTube videos will be judged by a panel of health and fitness experts to select the top five families with the most innovative video to be filmed doing various physical activities competing against the Brockmans; the Outnumbered family. The Get your Shift on campaign will have its own YouTube channel and will feature a more in depth home video of the five families, interviews and the full length competitions with the celebrity family. Further awareness will be raised about the campaign to get active and ultimately Get your Shift on, (quite literally, by going out to buy a Shift band). The competitions will be aired on the One Show as it has an average viewing of 4.4 million viewers reaching a huge amount of people. It will show one family per day for 5 days, each slot being about 5 minutes long which results in a total of 25 minutes TV air time. The presenters of the show can then talk about the topics of fitness, activity and the latest self-tracking trend with their guests promoting the idea further. The UK public will then be given the chance to get involved and choose their favourite family to win and ultimately represent Shift. The public voting will take place on the Shift website.

Catherine

54. Packaging & Price. The packaging designed further highlights the Shift’s modern qualities due to its cool, contemporary aesthetics. The donut shaped package allows consumers to try the Shift on as it remains within the container preventing it from damage and general wear and tear that could occur. The transparency enables the product to be seen and admired by shoppers, displaying the variety of colours and how the charms can be attached to create a more personal band. The shape of the packaging provides innovative visual merchandising throughout stores. The Shift will be available to purchase at the single price of £15, allowing for a substantial profit margain. A discounted price of £50 will be given if the bands are bought as a package deal of 4. This will save our families £10 - an extra bonus! For families of 5 and above, they will still be able to take advantage of this deal as any singular bands purchased after the group package will be priced at £12.

Collective

After our business trip to London exploring suitable retail environments we have opted to sell our product in John Lewis, Argos and Hamleys Toy store. The product will also be available to buy on our website. We chose John Lewis because it is a family orientated department store with trust and quality associated with it something we want people to associate with our product. The Shift will sit in the technology section alongside the WII and other gaming products and accessories. It is known that most family homes have an Argos catalogue which is why we have decided to sell our products there. The Shift band and all accessories will be available to purchase in store, through their catalogue and online. Hamleys was chosen after our business trip due to the impressive levels of customer service and live demonstration stands interactively involving customers. We were encouraged to buy products we had no intention of buying and so we thought Hamleys being a fun family store would be ideal to home Shift. Shift will be sold in the technology section and throughout the first few weeks of the launch will have trained staff wearing the bands as well as demonstrating the shift and the application for the Wii.

56. Where will Shift be sold?

Clare

“When a teacher asked pupils to bring a book from home, one boy brought an Argos catalogue.” 57

58. Designing the Message. Friendly Fun

“To all those families that enjoy each others company, Shift is the leader of self-tracking devices that gets you active and reunites you with your families. It’s because we’re advanced and pioneering the idea of getting active together, forever.” Collective

Motivational Innovative

Collective

Project NOT Campaign.

61.

Involving schools. To eliminate a number of problems that could arise by targeting the Shift at families, and more specifically children, we have decided to form a partnership with schools. This will further enforce the Shift ideals so they ultimately become the norm in our consumer’s everyday lives. Due to health and safety issues the Shift would have to be removed from children’s wrists throughout PE and physical activities during school. With the co-operation of schools and teachers, the children can therefore be reminded to put their Shifts back on to ensure the tracking device is working as accurately as possible. Although most schools hold a no wrist accessory policy, from interviewing teachers and after asking the Head mistress of Lowdham primary school, she informed us that in fact watches are allowed to be worn. A partnership with the school will allow us to further highlight the Shift as a health and well being necessity for children at primary school age and, if designed sensibly, will permit the Shift to be worn in schools. It was no shock to us when the music teacher at Lowdham primary school said that “the kids will do anything for a sticker” as throughout our research we frequently found that the children love to be rewarded. A lot of parents we interviewed have their own reward systems for their children at home and find that this works really well in motivating their children to behave well, eat correctly or do well in a test. Taking this into consideration, we will introduce star charts and progress charts throughout schools to further encourage students to be active throughout the day by; walking to school, playing outside at break and lunch or participating in an after school activity. This will provide another incentive for the children to lead a more active lifestyle and as they spend a great deal of their day at school, is an additional way to slowly introduce Shift into their daily routine.

Jade

Another advantage to partnering with local primary schools is the possibility of linking the Shift with education. As the Shift and the application increases in popularity the opportunity to introduce further applications and games that include an educational factor will open up. In addition to this, the charms that are sold in conjunction with the Shift can also relate to school projects, for example; the Tudors/the Egyptians. From our primary research we discovered that a lot of parents are interested in and are more likely to purchase games or applications that focus education. A lot of parents were seen to encourage educational games, especially when it came to apps on smart phones and iPad’s. This became very apparent to us as our interviews progressed and when asked which games their children played on their smart phones and iPad’s, one particular mother answered “mostly educational ones and I have an iPad and there’s a little maths game for my daughter”. As education is such an imperative factor to parents during the buying process of games for their children, making a connection between education, health and what the Shift provides is vital. It presents an incentive for the parents to invest in the Shift as another positive of the product is introduced. The Shift will therefore be promoting not only an active lifestyle for their children but an active brain too, which will only add to the desirability of the Shift.

Jade

64. Measuring Success. Success of the campaign can be measured through how much coverage Shift has managed to gain in the press. A cuttings service could be used to gather this information. The sales of Shift can be tracked through store sales using their computer systems. High sales equal a good success. The profitability will also relate to how successful it has been; the cost of marketing versus the sales it produced. Unilever’s marketing department can continue to revisit and carry out SWOT analyses, monitoring changes and to keep it up-to-date and successful. Return on investment can be calculated by dividing the benefit (return) of an investment by the cost of the investment. The result is then shown as a percentage or ratio. In addition, opinions and reviews on review sites and online forums can provide us with honest views of the Shift band and accessories. Unilever have a Facebook group called “Unilever VIP” and it states on there, “Join Unilever VIP to have your say in developing the products you love, get VIP rewards for advising our brands and win cash for giving us new ideas - it really is as simple as that.” This will also be available for Shift products to gain further insight into positive and negative opinions.

65. The Future. In terms of future recommendations the Shift has wide variety of prospects. There is the opportunity to link with local authorities/government departments to amalgamate with healthy eating campaigns: Something that would remain in sync with the Shifts values and aims. Also creating a partnership with the NHS could further promote health whilst also generating potential funding and advertising thus building the Shifts brand awareness. Sainsbury’s and Tesco are currently partners with vouchers for school schemes. As the Shift will be implemented in schools we feel this is something that Unilever could propose to major supermarket chains. Furthermore Trish Cumberlidge, Music coordinator at Lowdham primary school, confirmed that parents and schools respond well to similar schemes. Keeping up with technological advances is vital to the Shifts success. Products like the Xbox Kinnect are becoming increasingly popular. It is therefore important to follow these products in order to decide whether it would be worth creating and developing games for additional gaming devices.

Catherine

Collective

To Summarise. This report has outlined our future vision for the Shift and how it will be implemented. We feel strongly about our concept and extensive research has indicated that our idea will be successful. There are currently no products similar to the Shift and therefore we are confident it will become the leader of both family orientated products and self-tracking.

Shift;

The latest addition to the Unilever family...

Presenting to industry brought the opportunity to not only showcase our concept but also to receive personal feedback from Unilever themselves. The general consensus was positive, showing a genuine interest in Shift and the fact that already at this early stage they see it viable to market. Alana was particularly impressed with the relationship we created connecting the virtual and real world. With this positive feedback in mind we realized that the games and apps we created could be developed in further detail in order to make it a more prominent feature of the Shift. We pitched to Alana the idea of creating the Shift to be motion censored and although she liked this idea she wasn’t sure if it would be viable. This is an area we are still relatively unsure of and if we were to follow this idea through further, would be something we would research in greater detail.

Collective

References. Unilever (2012) online at unilever.co.uk Trend laboratory (2010) online at thefuturelaboratory.com Female First (2009) online at femalefirst.co.uk Optum Health (2009) online at optumhealth.com All images were taken by us throughout the street style exercise, the Mother and Child and Lowdham Primary School focus groups (7th and 16th November 2011).

Books Harvey,W. (2010). 1000 Graphic Elements:Special Details for Distinctive Designs. London: Quarry Books McCandless,D. (2010). Information is Beautiful. London: Collins Solomon, M. Rabolt, N. (2004). Consumer behaviour in fashion. New Jersey: Pearson Education, Inc Yau, N. (2011). Visualize This: The Flowing Data Guide to Design, Visualization and Statistics. London: John Wiley & Sons

Articles Anon, 1993. ‘Prevalence of Sedentary Lifestyle’ CDC Gov (30 July’93) BBC. 2008. ‘Sedentary life ‘speeds up ageing’ BBC News (29 Jan’08) Boseley,S. 2011. ‘Sedentary Lifestyle Can Lead to Pulmonary Embolism’ The Guardian (5 July’11) Dembosky, A. 2011. ‘Invasion of the body hackers’ The Financial Times Limited (10 June’11) Irvine,C. 2009. ‘One in 10 families only spend time together when watching TV’ The Telegraph (10 Jan’09)

Bibliography.

Koskinen,I & Niinimaki,K. 2011. ‘I Love this Dress, It Makes Me Feel Beautiful! Empathic Knowledge in Sustainable Design’ The Design Journal. (3 Dec’11) Lindholm,C. 2011. ‘Your wrist is the new tech frontier’ Wired (8 October’11) Mcdonagh,D & Thomas,J. 2011. ‘Design and Empathy = intuitive design outcomes’ The Design Journal. (3 Dec’11) Owen,N, Healy, N, Matthews,C & Dunstand,D. 2010. ‘Too Much Sitting: The Population Health Science of Sedentary Behavior’ American College of Sports Medicine (13 May’10)

Additional Sources Internet Anastasiya. 2010. From a Sedentary to an Active Lifestyle, Available at: http://balanceinme.com/balanced-body/ from-sedentary-to-active-lifestyle/ accessed 18 Dec 2011. Anon. 2009. 14 Simple Ways to Convert Your Sedentary lifestyle, Available at: http://www.dumblittleman. com/2008/02/convert-your-sedentary-lifestyle.html accessed 20 Dec 2011. Banks, R.2012. My Life Bits, Available at: http://research.microsoft.com/en-us/projects/mylifebits/ accessed 25 Oct 2011.

Myexperience.2012. Myexperience-about us, Available at: http://myexperience.sourceforge.net/ Basis. 2011. Basis-keep track, Available at: https://mybasis.com/product/#/track accessed 29 Dec 2011.

Accessed 25 Oct 2011.

Benson, B. 2012. Self tracking information, Available at: http://busterbenson.com/ accessed 18 Dec 2011.

Needleman, R. 2011. Basis strong-arms & other wearable body sensors, Available at: http://news.cnet.com/830119882_3-20084575-250/BASIS-STRONG-ARMS-OTHER-WEARABLE-BODY-SENSORS/?TAG=CONTENTMAIN; CONTENTBODY accessed 26 Oct 2011.

CureTogether. 2012. The Smarter Way to Find the Best Treatments, Available at: CureTogether.com accessed 23 Dec 2011.

O’clock. 2012. Product collections, Available at: http://www.oclock-uk.com/accessed 18 Dec 2011.

Dolan,B. 2011. 10 Fitness devices to compete with Jawbone UP, Available at: http://mobihealthnews. com/11900/10-fitness-devices-to-compete-with-jawbone-up/

Personal. 2012. What is personal?, Available at: http://www.personal.com/what-is-personal/personal-is accessed 20 Dec 2011.

Accessed 26 Oct 2011. Duffy,S. 2011. Inside the Magic Watch: Interview with Basis CEO Jef Holove, Available at: http://medgadget. com/2011/08/inside-the-magic-watch-interview-with-basis-ceo-jef-holove.html Accessed 28 Oct 2011. Gaggioli,A. 2011. Self Tracking, Available at: http://gaggio.blogspirit.com/archive/2011/06/21/self-tracking.html accessed 25 Oct 2011. Geneactiv.2012. About us, Available at: http://www.geneactiv.co.uk/about-us.aspx accessed 25 Oct 2011.

Personal. 2012. How it works, Available at: http://www.personal.com/how-it-works/getting-started accessed 20 Dec 2011. Singer,E. 2011. Is ‘self-tracking’ the secret to living better?, Available at: http://www.technologyreview.com/blog/editors/26869/ accessed 28 Dec 2011.

Youtube videos Adidas ‘Adidas adiZero f50 Powered by miCoach – The World’s First Football Boot with a Brain’, 2011. Available at: http://www.youtube.com/watch?v=lOCF20IWLLo

Geneactive.2012. Product, Available at: http://www.geneactiv.co.uk/product.aspx accessed 25 Oct 2011. TED ‘Gary Wolf: The quantified self’, 2010. Available at: http://www.youtube.com/watch?v=OrAo8oBBFIo iTunes. 2011. Reebok Promise Keeper Application, Available at: http://itunes.apple.com/en/app/reebok-the-promise-keeper/id429865848?mt=8 accessed 23 Dec 2011. Kamin, J. 2011. Your Facebook Edgerank exposed, Available at: http://www.thefilterbubble.com/ accessed 17 Dec 2011.

TED ‘Jane McGonigal: Gaming can make a better world’, 2010. Available at: http://www.youtube.com/ watch?v=dE1DuBesGYM The Creative Criminals ‘ KLM:Surprise’, 2011. Available at: http://www.youtube.com/watch?v=sgRLpXpyJuA

Krynsky,M. 2010. The Emergence of Lifelogging and the Quantified self, Available at: http://lifestreamblog.com/ the-emergence-of-lifelogging-and-the-quantified-self/ accessed 23 Dec 2011.

Sure ‘Women with motionsense TV advert’, 2011. Available at: http://www.youtube.com/watch?v=HNVjgGAXF04

Appendices.

76. Aaker Brand Model. BRAND AS PRODUCT • • • • • • • • • • •

innovative Technologically Advanced Smart Futuristic Eco Friendly Colourful Long Lasting Personal Specialist A Compelling Idea Priced to meet perceptions of value

BRAND AS PERSON

• • • • • •

Trust Worthy Loveable Futuristic Innovative Fashionable Colourful

77. SWOT. BRAND AS EXPERIENCE • • • •

shift

Get your shift on

BRAND AS SYMBOL

Contemporary Cool Welcoming Delivers benifits both funcational and emotional

Dedicated to consumer Innovative Caring Specialist Trustworthy Accurate Fun New International Branding

• Children can’t wear the Shift during PE becasue of health and safety • Single parent families

STRENGTHS • • • • • • • • •

Get people active Positive Technology & Family Life Original Idea New and Exciting Family Focused, promoting togetherness Health and Wellbeing benefits Asthetically Pleasing Sustainable Personable (interchangable charms,and straps) • Unilever is a trustworthy brand • Supporting Goverment targets

BRAND AS ORGANISATION • • • • • • • • •

WEAKNESSES

OPPORTUNITIES

swot

• Create more games/apps for the WII • Create apps for other gaming devices ie:Xbox Kinnect • Get involved with schools:vouchers • Link with local authorities- NHS

THREATS

• Distinctive • Colourful • Simple

• People might not trust it • Any other self tracking device • Schools not getting on board

78. Perceptual Maps.

81. Johari Window TEAM JOHARI WINDOW We used the Johari window model to improve and illustrate self awareness and a mutual understanding between the group.

Jade KNOWN TO ALL Quiet Hard-working Visual Stressy

KNOWN ONLY TO YOU Takes things to heart Set in her ways Doubts herself

Clare

Ellyn

KNOWN TO ALL

KNOWN TO OTHERS

Organised Quietly confident Gets stressed Everyones friend

Sometimes confuses stress for illness Attendancy to be a control freak Mother figure

KNOWN ONLY TO YOU

UNKNOWN

Never feels like she’s done good enough Writes everything down Lists everywhere

Doesn’t know her accademic ability Where her strengths lie and what she can do with them

Cath KNOWN TO OTHERS Perfectionist Motivator Lifts spirits Natural leader

UNKNOWN Doesn’t know how good she is Doesn’t know what she wants to do in the future

KNOWN TO ALL Friendly Smiley Chilled All rounder Joker

KNOWN ONLY TO YOU

Doubts her ability Should try to start things as soon as they are set and freaks out before deadlines

KNOWN TO OTHERS Deep down she’s really serious Hard worker Ambitious

UNKNOWN Doesn’t know what she wants to do in the future Partially closed book

Aishu

KNOWN TO ALL

KNOWN TO OTHERS

Colourful Chilled Works well under pressure

Quirky Loud Opinionated Cares about people and shows it directly

KNOWN ONLY TO YOU

UNKNOWN

Could do things earlier Can be quite intimidating Insecure

Theres not a lot you don’t know about her she will tell you honest opinions

KNOWN TO ALL Smiley and friendly Lovable Polite Fast learner

KNOWN ONLY TO YOU

People don’t think she understands as much as she does

KNOWN TO OTHERS Funny Confident Hard-working Learns from her mistakes

UNKNOWN Doesn’t realise how much her English has improved

82. Questionnaire Notes & Consent Form. Interview Questions Q: Is health and well-being important to your family? Q: Are you aware of how active you are throughout the average day? Q: Are you aware of how active your children are throughout the average day? Q: Would you like to be more informed of how active you and your children are? Q: Are there any activities you do as a family?, If so what are these? (This can be anything ranging from watching TV, to going for a bike ride). Q: Are there any apps you play together as a family? If so, what are they? Q: What do you like about these apps? Q: Are there any brands you feel target families well? Q: If so, what brands are they and how do they do this?

85. Interview; Mother group. Interview 1: Jo

C: What sort of stuff do you reward them for?

Cath: Hello, so how many children do you have?

J: For activities or nice behaviour, especially with the 5 year old. Trying to teach good behaviour with starting school and everything.

Jo: 2 C: And how is he? J: He’s 2 and the others 5. He’ll be 3 next month

J: It depends on the number of stars, something they just really want. Sometimes something really small like a CBeebies magazine.

C: What’s your occupation or do you not work at the moment?

C: Your 5 year old reacts really well to this does she?

J: Most of the time I’m just mother and housewife, but I do a bit of part time administration just at home.

J: She does, yeah. It works very well. He’s not able to get it quite yet, he’s only 3. Think they’re too young but she definitely gets it.

C: Okay, is that just sitting down? Do you move around at all?

C: When did she start getting involved in that?

J: Sorry?

J: I’d say she probably really understood it, urm, well I’d probably say earlier than him, by the time she was 3.

C: Do you move around at all or is it just deskwork? J: Just desk work. C: So you consider yourself quite inactive when you’re at work? J: Urm, yes, because its just computer based. C: But you’re quite active when you’re looking after the kids and cleaning? J: Yes, well my work is at home. C: Do you do any activity after work, for example the gym?

C: When do you think he’ll start to get it then? J: When he’s about 4. C: And your 5 year old is in school, so do you collect the Tesco for School vouchers? J: Morrison’s are doing some vouchers at the moment. C: Oh okay. J: So I collect those.

J: Err; I don’t go to the gym. I spend all my time running up and down the village.

C: So if you were given vouchers for shops do you use them? Like general money saving or like?

C: Okay so that enough exercise!? After the kids go to bed, so you spend lots of time sitting down and relaxing?

J: I try to, I tend to put them in my purse and then forget to give them at the checkout. But I do try to!!

J: YES!

C: Haha, oh okay, do they affect actually what you buy?

C: Do you feel you need to be more active?

J: Yeah.

J: No, by the time I get to the end of the day, I’ve done plenty.

C: Back to the Wii, how often do you play these games?

C: Okay, what do you do to ensure health and well being is an integral part of your family?

J: Urmmm, well probably, mostly at the weekend. Because during the week, by the time we got home from school and had tea and got ready for bed, there’s no time for anything like that.

J: Urm, in terms of diet we grow a lot of vegetables and fruit at home. For exercise we have a Wii for the kids to play. Just Dance and stuff like that.

C: Do you and your partner get involved as well?

C: Is that only game or is there any others?

J: Yep, at the weekend.

J: That’s the main game. They also do the Wii Sports, some the ones that are suitable for kids, they do them.

C: So it’s a family activity?

C: That’s brilliant. Do you reward your children if they do anything well, for example star charts or? J: Yeah, a progress chart.

C: And what do you actually reward them with when they collect so many stars?

J: Yes. C: So what is it about the game that gets you all involved? J: It’s too encourage them really that why we get involved, but they love it anyway,

they’d quite happily play it on their own, it’s a good laugh for us all to get involved. C: Do you wear anything on your wrist? J: A watch. C: Just a watch? J: Yes C: Do you wear any bracelets? J: Some of the time yeah. C: Are there any sort of styles or colours that you particularly like or dislike? J: Urmm, nope. C: So just anything? J: Colourful! C: Is there anything about bracelets and watches that put you off and you wouldn’t wear at all? Like bulky or? J: No I like bulky, I don’t like it when they get caught in my clothing or the kids clothing.

C: But they enjoy them?

film t-shirt designs so I just try and help them out

C: And with your older child do you reward him with anything like a star chart or...?

J: Yeah they love it.

C: Oh ok is that quite an active job then? Or are you sitting down at a desk?

J: Yeah a wall chart, yes oh yes

C: right are you aware of how active your 5 year old is at school?

J; Sitting down at a desk yeah.

C: Ok and er what does he get rewards for?

J: urm..... yes. .... Yeh, I think so.

C: But then when you’re at home with the kids your quite active I suppose

C: But is it something you’d like to know?

J: Oh yeah haha got no choice

J: Erm yes general behaviour, it will be things like things that we know maybe he could do better at like getting dressed in the morning or sleeping all night in his bed or so it will be trigger points that we know he needs a bit of motivation to do.

J: Yeah I would be interested to know, but she tends to be one that would be out running around than sat down doing something.

C: Do you do any activity after work, the gym or going to any classes

C: And when he has reached so many stars or whatever does he get a treat?

J: Is this me?

J: Yes he does yes

C: Would you be interested in promoting a more active lifestyle for you and your children, like getting involved in a campaign?

C; Yes

C: And what are those sort of treats?

J: Yep, yeh definitely.

J: No

J: Lego men, I don’t know whether you have seen them

C: What would you do to ensure this lifestyle?

C: But do you feel you do enough activity with your kids

C: Yes yes

J: Urm, I don’t know actually?

J: Yes, well we try and go out and do lots of walking and get in the garden

C: Like star charts?

C: And is that with all the family?

J: In the little bags, so every time he does, or gets about 4 or 5 stars he will get a Lego man which he thinks is amazing.

J: Yeah, I think its sort of parent led, to encourage, you have to do things yourself if you want them to do it.

J: Yes family weekends

C: If you were doing this campaign together as a family, would they copy you?

C: What about your kids? Does your 5-year-old wear anything on her wrists? Like jewellery pieces?

J: yeah and friends to get involved, because if the little one see their friends doing something, they’ll generally try and join in.

J: Like usually just wooden or plastic beads, just that kind of thing. But nothing silver, nothing too grown up.

C: Just one more question, between the siblings, do they get quite competitive? Like say with the star chart, do they get quite competitive?

C: Do you use any social media?

J: They don’t at the moment but I can see that happening in the future. Chloe my daughter, she’s competitive. But she’s got nothing to compete with, because he doesn’t get it. He doesn’t care

J: Facebook C: Id you could share data and information on your inactivity with your other friends would this interest you? Or would you want to keep it private? J: Urm, with close friend that would be ok, but outside of that... C: But with your friends you’d share activity levels of your family? Would this encourage competitiveness to really get active? J: Possibly yeah. C: DO you own a smart phone? Like a blackberry, iPhone, HTC? J: HTC, yeah? C: And do you use any apps on it? J: Facebook, a few shopping apps, kids apps on their, they have little games.

Team Anon: Thanks, that’s brilliant!

Interview 2: Joanne. J: I have Archie who is 4 and holly who is 18 months C: Oh okay do they get on really well together? J: Erm most of the time C: Does he play a bit rough with her? J: Erm she’s as rough with him as well actually C hahaha!

C: What apps do they play on it?

J: …Yes they er can bicker a bit but mostly they play nice together.

J: Mostly educational ones and I have an iPad and there’s a little maths game for my daughter and sticker apps.

C: Alright then, erm are you just a full time house mum and…?

C: Do you know the actual names of the apps? J: No I don’t know what they’re called sorry. I could find out for you

J: No I work Mon and Tues C: What do you do? J: I work with some friends of mine and they run their own t-shirt company we do

C: And that really encourages him so it works well? J: Yeah it does yeah

C: Do you feel you need to be more active? Or do you feel your doing ok? J: I think we’re doing ok its just quite hard you know in the winter to get out but in the summer we are out everyday

C: Is he in school? J: Not yet no.

C: Do you feel like there is a product you could buy or an app to tell you and give you ideas of what to do would help, like if you didn’t know what was going on in the area it could tell you?

C: Do you collect Tesco vouchers for the schools and would you give them to the school he is going to go to

J: Oh right ok

J: They collect them at nursery for preschool and we take them there as well

C: Maybe when it was raining it could give you activities you could do indoors?

C: When you’re given vouchers like money off vouchers, do you use them?

J: You know if I was technically minded that would be a really good idea but I’m not, I’m so rubbish if I showed you my phone you’d be embarrassed its ancient

J: Yes

C: So you don’t use a smart phone?

C: And does it affect what type of products you buy or do you just buy what you usually buy

J: NO! I don’t no (embarrassed)

J: Er I just buy what I know what I know I like

C: Does your partner have a smart phone at all?

C: Oh ok, so if you were to get a voucher for something you don’t usually buy would it encourage you to buy it?

J: silence...don’t think so, he has a blackberry.

J: Erm it might do it depends what it was really

C: That’s a smart phone!

C: Do you have a Wii or an Xbox for the kids?>

J: Oh is it?! (surprised)

J: No sorry

C: Yep

C: This may seem a bit random but do you wear anything on your wrists?

J: That’s how rubbish I am

J: No not even a watch, I should wear a watch and I always make a mental note to put it on and I forget

C: Does he have any other sort of, an iPad? J: No no were a bit technically rubbish

C: If you were to wear a watch or bracelet is there anything that would put you off, or that would make you want to wear one? Colours or styles?

C: Ha what do you do to ensure health and well being as a part of your family? J: Erm we try do lots together as a family at the weekend try to get out the house at least once a day even if were just walking into the village or doing something anyways, we like to get out and about

J: Erm, I mean I should be wearing a watch for the practicalities of getting to places on time, but yeah probably the way it looked. C: Does your older child the little boy does he wear a watch, like a little swatch watch or any little bracelets?

J: Nothing like that really.

L: Yes she is at school

C: Do you think when she’s older she will wear the little beaded bracelets?

C: Are you a full time mum or?

J: Er if they were appropriate yes

L: I work

C: Do you use any social media you or your husband, like facebook?

C: What is your occupation?

L: Annie recently did well at a parents evening a teacher said, so we bought her something, so we bought her a present.

J: I don’t my husband does

L: I am a teacher, but I work full time, I work 3 days during the week then I have 2 days off. So I work Mon Tues Wed and have Thurs and Fri off

C: Oh that’s nice. So she reacts well to verbal praise and she behaves well?

C: He doesn’t what does he use do you know?

C: So do you teach older children?

J: Facebook

L: Primary

C: If you could share information about your activity or your families activity with all your friends say at this group would that be of interest to you or would you want to keep it private?

C: So it’s quite an active job then?

J: Erm I don’t know if I did something that was really interesting and I thought other people would be interested about it then I would yeah, but if it was just like a trip to the park then no, it would have to be something out of the ordinary. C: Would it encourage competitiveness of activity, would you compete to be more active as a family? J: Erm I wouldn’t have thought so ha

C: Do you think it would encourage you to be more active, or because your quite active do you think it would encourage others to compete with you?

C: And if they do anything really well do you reward them or is it just verbal praise?

L: Yes and also chocolate. C: Haha

L: Deffo

L: Bribe her with chocolate

C: Do you have a smart phone at all?

C: Just out of interest, you know with you being a teacher do you think star charts are something which work?

C: So during work how many hours are you sitting down?

L: Yeah definitely

L: I don’t sit down!

C: Do you collect vouchers for your school?

C: Brilliant so you are quite active then, you don’t really need to do any more activities after work to be more active?

L: Yeah if schools are doing that then yeah I would.

C: Oh brilliant so you consider yourself 10 out of 10 for fitness?

L: It has encouraged other people to compete with me, because there is a mum from school who runs with me now, we go out running together in an evening and she did a 10k with me a couple of weeks ago. I think more mums have gone as well “oh you’ve just started running” and then they want to come along as well so. C: So do you think activity is a social thing for you?

L; Yes

L: I do actually, I do other, I do fitness activities,

C: Do you think friends and family are sources of motivation to encourage you to become more activity?

L: No we haven’t got one of those.

L: No, my husband does C: What phone does he have? L: An iPhone C: does your other daughter use any of the apps on it? L: All the time

C: And when you are given money off vouchers, do you use them?

C: Oh she does?

L: Erm yes

L: She loves it

L: Erm yes, well I run and I go to the gym, so yeah

C: You do. And does it encourage you to buy a product you wouldn’t usually buy? Or do you stick to the ones you usually buy?

C: Oh wow, go you. Are your kids quite active then because of that

L: I stick to the ones I usually buy

L; No but he wants one for xmas

L: Yes

C: Do you as a family have a Wii or an Xbox connect?

C: Oh so you promote it really well. So what do you do to ensure it within the family?

L: No

C: Oh okay, I presume she would want to use the activities to. Are the apps she plays educational?

L: With my children? My daughter goes to clubs and things

C: This may seem a bit random but do you wear anything on your wrist?

C: What sort of clubs does she go to?

L: Yep I normally wear a watch, but I have forgotten to put it on today. C: When your buying or choosing a watch to wear is there any particular colours or styles you particularly like or dislike.

J: Yes definitely yes

L: Erm she goes to riding, she goes riding. And she also goes to stagecoach which is like a drama dance group on the weekends. And Erm I take her to lots of parks, I take them both to lots of parks on the weekend. WE have bikes we go out on the bikes at the weekend

C: And what would you do to ensure they were leading this lifestyle, like treats maybe?

C: Is that as a whole family?

C: Is it quite lady like?

C: The last couple of questions, are you aware of how active she is when she is at playgroup?

J: Yes, for my kids definitely. I don’t see it as a reward thing, its not really a behaviour its just a, being a big part of their lives, they are used to being outside and they are used to going out and playing everyday think its just like should be part of normal life to me.

L: Yep that’s as a whole family. She is on like a tag along and he is on my husband’s bike too.

L: No, technical. I quite like chunky ones, chunky type watches. I don’t like small delicate.

L: Er what like school do you mean?

C: What sort of material is it made out of?

C: Yes…

L: Not sure, plastic I think.

L: No I’m not aware

C: So the lady like ness puts you off?

C: Would you be interested in how active she is?

L: Yes.

L: yes I would like to see yes, yes definitely.

C: Do you use any social media like Facebook?

C: And obviously be interested in promoting an active lifestyle for your kids?

L: Yep Facebook, and obviously I’m on hotmail as well.

L: Yes!

C: If you could share your info on your activity or inactivity of your family would you like to do so, or would you like to keep it to yourself.

Team Anon: Thank you very much!

J: My parents are very active and they do go out and take the kids out, they are out all day they go for like 2 mile walks with them, so yes I think that does encourage me C: Alright then, and are you aware of how active your son is when he is at play group? J: Not really no C: Would you like to know how active he is? J: Yeah I mean, I could always ask. We have parents evenings when we share information? C: And erm would you be interested in promoting a campaign that was to promote an active lifestyle to children?

Team Anon: Thank you very much for your time!

Interview number 3: Linda. L: So my child is 19 months so he is just over one and a half months C: Is he your only child? L: No I have another one who is 5, a girl C: so is she at school?

C: Is the weather an issue? L: Erm, well we go to a lot of indoor play areas, I mean I have a pass for Wheel gate so if its raining we just go to Wheel gate on the weekend and there is all the indoor play areas there. C: Do you reward your children if they do anything well? L: Erm yeah C: How? L: Just verbal praise really. C: Have you got like a star chart?

C: Does he have an iPad?

L: Erm in his iPhone he has an app called Harl, which is a like it changes her voice, you say things to it and it repeats it in a different voice and burps and things like that. And she likes the erm the you know the what’s it called the birds game...

L: Erm my watch at the moment is like a green.

L: I probably wouldn’t do that no, because I don’t know its just, I don’t know. Yeah I mean id chat and if they said you know, what have you been doing I’d say a 10k or…

C: Angry birds? L: Yes the angry birds. But mainly the games.

90. Consent forms for Focus Group with children.

91. Focus Group at School.

NOTTINGHAM l;

TRENT

UNIVERSITY

We are students from Nottingham Trent University in our second year; studying Fashion Communications

and Promotion. We are working alongside a multinational

encourage an active lifestyle. All information

will be kept confidential.

company to

For any further

questions please don't hesitate to contact anon fcp@hotmail.co.uk

I confirm that I,

~~e

head teacher for this school and that parents

have given consent for you to ask their children questions surrounding the subject matter.

Signed:

94. Street Style Consent Signatures.

95. Research Blog.

web address: www.fcpanon.blogspot.com

96. Team Meeting Minutes. The team meeting minutes are in the Team Diary.