Soul, history and memories are factors that we miss in Ørestad. Thanks to this campaign, we are going to change this. We don’t need much, we just need the inhabitants. Not the students, not the workers but families. Because the little children (the next generation) are going to make this dierence. In a few years, the children of Ørestad will look back to this place as ‘their hometown’.
We conducted structured interviews (online survey with 90 responses in a short period of time) and semi-structured interviews in the eld, 6 in total. Several people said that they only go to the area to work, or students who are living there because they got placed for accommodation. Altough they enjoy the green areas, architecture style and child friendly areas, the place is still very windy and there is not much to do. Ørestad feels very unpersonal to most of the people, but they can see that there’s an enormous potential in it.
But how are we going to create these memories? We are going to set up a brand, based on an emotional message style. It will be a brand that represents all the best and worst things in Ørestad. In this way people can feel connected to the city and even show their proudness of this place through the online platforms that are connected to it. The most important part of the brand is that we are letting the wind stand out and transform it into something positive. Our communication campaign is about the simplicity rule and commitment ( acoording to Made to stick book). The core message: The tagline 'Join the movement' is straight forward and also makes a connection. People will join the movement by following the hashtag and be part of the development of Ørestad. The communication channels which are necessary: oine (billboards, merchandising for events and events) and online (website, app, social media, specially Facebook and Instagram). The next step is to open the urban space. This is where the kids are needed. Our urban space idea
is a playground where they can play with the new memories! Kids have to work together in order to make sounds (on the art installations), and create movement, sponsored by the wind. Attached to this, as opening event, there will be a kite competition for children, where they can make their own kite and work together with their family to get it in to the sky. Ørestad needs to communicate to it’s target group in dierent ways. This is necessary in order to createa stable brand identity for the area. There are many options for Orestad, using the wind as the main “attraction’, such as naming public spaces about it, which will create this personal feeling. An app will be usefull for the target group to see which events are planned and also in order to get information about Ørestad and increase their network. To build an urban space, it’s necessary that there will be a large sum of money. We don’t turn this money back in material costs, but in memories, because it will take a lot of time. But for Ørestad itself it will be faster. If people go there more often, they will spend more money and this will lead to the opening of more small shops and cafés, who will also attract more and more people. The material way of making money by this campaign, is to sell commercial spaces in the app and website. Businesses in Ørestad can pay, and will get in return more awareness about their company on Ørestad app and website. Their is also an option to get more updates a week (or month) and to be on top of the list. After selling around 1000 commercial adds the brand will start to make profit.
Video - Teaser Event merchandise
Urban space - Playground instalation
App
Billboard - Teaser
Website renovation