STRATEGIC MANUAL
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ONTENTS
PAGE 3 - INTRODUCTION PAGES 4-6 - RESEARCH SUMMARY PAGES 7-8 - CREATIVE AND COMMERCIAL PAGES 9 - 10 - CREATIVE OUTCOMES
The Fin campaign aims to raise awareness of a possible nuclear attack, collaborating with the brand Regatta. It is centred on the basis of survival and coming together as a community in a time of need. With some civilians and certain countries already building structures to ensure their safety, the whole world needs to RATIONALE take action. Each individual will have a list of essential products that they will need to purchase from a Regatta store before entering a fallout shelter. These shelters are described as ‘a building or other structure designed to protect people from radioactive fallout after a nuclear explosion’ (www.dictionary.com).
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SWITZERLAND HAS PROTECTED SHELTERS FOR 114% OF ITS POPULATION & SWEDEN FOR 70% OF ITS PEOPLE D UL O H E S LEAR W E UC IEV A N L BE OR LE G F CK P N A O PE PARI ATT F O RE % 36 BE P
72% OF PEOPLE HAVE LIVED IN FEAR OF A NUCLEAR ATTACK AT SOME POINT IN THEIR LIVES 6
MANY FALLOUT SHELTERS WERE BUILT IN THE COLD WAR, DESIGNED TO PROTECT OCCUPANTS FROM RADIOACTIVE DEBRIS
BLAST DOORS ARE DESIGNED TO ABSORB THE EXTENT OF AN EXPLOSION
7% O W FP TO ORL EOP A D W LE NU I BE CL LL E LIE EA N VE R A D D TH TT UE E AC K
FINLAND ALREADY HAS PROTECTED SHELTER FOR 70% OF ITS POPULATION
2 WEEKS HAVE TO BE SPENT IN THE FALLOUT SHELTER AFTER A NUCLEAR ATTACK 4
RADTRIAGE FIT DETECTORS ARE USED BY THE MILITARY FOR RADIATION
NEARLY 75% OF PEOPLE HAVE THOUGHT ABOUT THE POSSIBLE END OF THE WORLD
50% OF PEOPLE DIDN’T KNOW OR DIDN’T THINK PEOPLE WHO PREPARE FOR THE END OF THE WORLD WERE CRAZY
NBC (NUCLEAR BIOLOGICAL, CHEMICAL) SUIT
ANYONE FROM CHILDREN TO THE ELDERLY WILL HAVE TO LIVE IN THE SHELTERS
IOSAT TABLETS ARE AN FDA APPROVED TREATMENT TO ABSORB RADIOACTIVE MATERIALS. THEY ARE ALSO USED FOR OTHER DISEASES, INCLUDING THYROID CANCER
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olitical: A factor that could potentially become a risk to the launch is the amount of power that North Korea is currently using to their advantage with their nuclear weapon programme. An article stated that ‘North Korea fired a missile over Japan early on Tuesday morning, as Tokyo warned citizens in the North of the country to take cover’ (www.thetelegraph.com), this implies that a possible nuclear attack could occur sooner than expected and that everyone needs to act fast for their own protection.
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nvironmental: Although recycling innovation is highly unlikely for this trend, recycled equipment from the military could be donated for a discounted price. These items could include the: NBC suits, military boots & gas masks. They would prove to be successful amongst those who have a lower income than others and they would all still be sold at Regatta stores. A positive outcome of this aspect is the decrease of clothing ending up in landfills, which is currently a major issue.
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ocial: Throughout the Fin campaign, no models will be used, instead the advertisements will solely be produced to show the items that will be required and that will be all. Therefore there will be no scutiny over the usage of only one gender or the lack of appreciation of models with various body shapes and those from different cultures. This is a campaign that will be released worldwide, therefore would not want to offend anyone. 6
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echnological: ‘Fin’ is a trend ahead of its time, with nuclear weapons becoming much more advanced each year. To attract high sales revenue the launch will include the usage of Virtual Reality on their app. It is said that the ‘total number of active virtual reality users is forecast to reach 171 million by 2018’ (www.greenbuzzagency.com) and it is also stated that ‘revenue from VR-and-AR related hardware software is expected to reach from $80 billion to $182 billion by 2025’ (www.businessoffashion.com). This proves the high success rate of this piece of technology.
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conomy: Brexit is a subject that has caught people’s attention over the past few years. It could have an impact on Fin, due to having to deliver goods to countries all around the world. It could start to getting increasingly difficult to ship the Regatta goods to those who remain in the EU, with pricing due to increase.
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egal: No animal produce will be used in the making of the Regatta products, including the usage of faux leather on the military style boots. Many garments are currently being made out of faux fur, which is less expensive to purchase and suits the requirements of the consumer groups (those that are either vegan or vegetarian). Most recently, Gucci renowned for using animal fur, has switched to using faux fur which is a revolutionary decision for the brand.
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C O M M U N I C A T I O N
S T R A T E G Y
OFFLINE TOUCHPOINTS
ONLINE TOUCHPOINTS
-BRAND STORES (SITUATED ALL OVER THE WORLD, WITH 12 SITUATED IN THE UK AND OTHERS IN 55 DIFFERENT COUNTRIES) -POP UP STORES: THESE WILL OPEN EVERYWHERE, TO ALLOW EVERYONE TO BE ABLE TO GET EASY ACCESS TO A STORE. THE POP UP STORES WILL ALSO OPEN IN REMOTE LOCATIONS. -ADVERTISEMENTS IN VARIOUS MAGAZINES: THESE WILL INCLUDE BOTH THE FASHION INDUSTRY AND EVERYDAY MAGAZINES. THEY WILL PROMOTE THE TREND, THEREFORE WILL CATCH PEOPLE’S ATTENTION -BILLBOARDS: THESE WILL BE SITUATED IN LARGE CITIES, INCLUDING; NEW YORK, LONDON, TOKYO ETC.
-MOBILE/ TABLET APP: IT WILL BE AVAILABLE ON ALL APPLE AND ANDROID PRODUCTS TO ENSURE EVERYONE CAN ACCESS IT. THIS WILL ALLOW INDIVIDUALS TO DESIGN THE INTERIOR OF THEIR OWN FALLOUT SHELTER. -REGULAR EMAILS: WITHIN THE REGATTA STORES PEOPLE WILL BE ABLE TO SUBSCRIBE TO AN ACCOUNT WITH THEIR EMAIL ADDRESS TO ACCESS IMPORTANT INFORMATION ABOUT THE CHANCES OF A NUCLEAR WAR. -SOCIAL MEDIA: ADVERTISEMENTS WILL ALSO BE NOTICED ON CERTAIN APPS, INCLUDING INSTAGRAM. -VR EXPERIENCE: THE EXPERIENCE WILL BE ACCESSED THROUGH THE APP TO BE ABLE TO GIVE INSIDERS A LOOK INTO THEIR FALLOUT SHELTER AND BE ABLE TO INTERACT WITH IT.
FIN The Latest News
THE WORLD COULD SOON END, HERE ARE A LIST OF ITEMS NEEDED TO BE PURCHASED: £50.00
The Latest Furniture For Your Shelter
£70.00 What to Expect Whilst Living in Your Shelter
£20.00
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FIN Your Nuclear Survival App
Latest Updates Around The World The Typical Furniture In The Fallout Shelter Recommended Products What Is It Like to Live In A Fallout Shelter?
Available on all Apple & Android Products
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Latest Updates Around The World North Korea has conducted multiple tests on their nuclear weapons. They have managed to achieve five successful tests, those that were in; 2006, 2009, 2013 and in both January and September in 2016. Donald Trump has attempted to threaten North Korea, if the US or any of its allies are targetted. Donald Trump has pulled out of the Iran Nuclear Deal.
The Typical Furniture Situated In your Room
Selection of Recommended Products
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What Is It Like To Live In A Fallout Shelter? Fallout shelters are a temporary solution. They have been built worldwide since the years of the Cold War, with mainly the US taking action. If a nuclear attack does occurm each individual will be assigned a community shelter.
Everyone’s own space will be limited, however comfort is the main priority, therefore good quality bunk beds will be situated all around the shelter, each with a large amount of storage dotted around. Although it will not look like a persons’s home, it is not intended to appear similar to a prison.