Creative Digital Technology (AMC426) Mohammed Nozir Hussain
Insight • From what we already know form brief, the target audience is between 18-34 year olds which is quite a wide market • The size of the eating out market in the UK is huge with a large portion of it being made up of the younger generations • The eating out market value in the UK was 87.9 billion pounds in 2017 (according to Statista) • Also, according recent surveys, the number of street food outlets are on the rise compared to any other type of food outlet including traditional branded restaurants and delivery focused food services
• Timeout.com (2016) mentioned in one of their previous articles that “ street food comes with a side of fun at this night market for those who like to eat on their feet ” This reflects the type of audience that the Street Feast is aiming to entice in – young, experience hunters who are always are looking for something new to indulge into • The aim at a younger audience is being capitalised on further with a partnership being set up between Latitude festival and Street Feast for 2019 – This provides a reach to audiences who may not be in the London area to encourage them to come down and try more of what they tasted in one of the four locations • The audience needs to be brought in on the value and quality of the food as this is what they are spending their money on in the first place (this is demonstrated from a few reviews sampled from Trip Advisor)
Creative Brief Background • Create a campaign to launch the summer season for Street Feast food markets • Street Feast run street food markets all over London – 4 specific locations modified for the summer season • Company created in 2012 – have been on the rise since launch of first street food market (attracting 17,549 visitors a week and generating revenue of almost £13m in 2017) Objectives • Increase number of visitors to the four specific summer locations • Increase awareness of the Street Feast brand • Promote each market under the Street Feast brand while adding a unique twist to the identity of them Target Audience • Audience generalised to fall between the ages of 18 -34 year olds • There will be more focus on the younger scale of that age range (more specifically millennials. They will fall under the 18-25 year olds bracket) • Younger audiences will more likely be open to trying new experiences • Will support in driving the street food culture as part of a growing trend amongst millennials • Capitalise on number of people who are eating out Desired target audience response • An increase of awareness amongst the younger generation to help spread the word about Street Feast • Free mass marketing from target audience via social media • Excitement at opportunity to try new foods • Adverts should make them feel hungry and increase their desire to try food The Proposition – We R 1 Street Feast • Push the Street Feast brand with locations included to highlight the individual importance of each summer market site (what it means for the locations they are based in) and how the experience in each location is different
Substantiation • Make each location feel like an important part of the Street Feast brand • Will demonstrate the locality of the markets • Set them apart from their competitors • Really promote the togetherness of the markets and how they are embracing the community they are in to set them apart from one another Tone of voice • ‘Message should embody the people behind the brand’ • Emphatic tones used to highlight the food and locations of the stalls • Light hearted tones to be used • Use the staff’s creativity and fun ideas to incorporate into campaign (unique insight into customer behaviour) • Point out the ‘cultural impact of street food’ (how it’s changed the food game) • Use language familiar with target audience e.g. slang to reflect demographic being aimed at Requirements • Billboard adverts • Posters • Access to social media accounts e.g. Twitter, Facebook, Snapchat etc. (Research shows that target market of 18 – 25 year olds use social media the most to share their views on trending topics and to keep in touch) • Storyboard for video advert • Sponsorship/ partnership with music festivals (research shows one of the most effective ways to promote a brand is to partner up with events to get your name out there) Mandatories • Street Feast Logo on all adverts (colour modified slightly to fit design of adverts) • Colours and fonts used must adhere to new brand guidelines which will be created • All adverts must be approved by Advertising Standards Authority (ASA)
Food
Market
Variety Senses London
Youth
Ideation
Storyboard
1) Advert begins with person entering the tube carriage from the outside.
2) Person proceeds to sit down on tube seat, but notice Street Feast container on seat.
3) They go to move the container but, it keeps on sliding from side to side to avoid being touched.
4) Container goes through their legs and exits the tube carriage as person turns around in amazement.
5) They begin to follow the container and chase it through the station into the city.
6) As the chase continues, another person can be seen chasing a container in the background.
Storyboard Continued
7) Container brings them to Dinerama location in Shoreditch, where they stand facing the sign at the entrance.
8) Cuts to close-up of their face to see a surprised, but happy reaction as to where they have found themselves.
9) Final shot is of location, with logo for Street Feast coming up with tagline. Location of Dinerama still visible in background but slightly blurred to make logo clearer in final shot.
Reflective Narrative Insights When I initially received all the client briefs for this unit from our unit leader, I immediately decided the brief that I would be working on. I knew from my own initial thoughts, I had to select a brief that I feel the most passionate about and the one which I could instantly see potential in when It came to devising a creative campaign for the product or service. I decided to go with the Street Feast brief, as this campaign grabbed my attention the most and made me feel excited about the potential outcomes that could come from working on this. To begin with, I carried out research on the brand and attempted to gain an insight into the industry that they are in. This part of campaign I found interesting as this led me to different areas of the street food industry and opened my eyes to the potential they could achieve. However, there were times during the part of the process where I felt exhausted at times. This was due to a potential limitation on the amount of information I could gather to gain a further insight. I think this probably came down to a lack of knowledge on credible sources that I could’ve used at the time of my research. It has demonstrated for future purposes that I should perhaps be more active in seeking other sources of information such as books and further online resources to provide research on the campaign. As it came to present the research, I decided to select the unconventional route of presenting the information through speech rather than PowerPoint. In my mind, believed this was the easiest way to gather the research and present, as to me it saved a lot of time from having to produce a presentation. In a way, I also wanted this to be an opportunity for me to further improve my public speaking skills. I felt slightly nervous as I was delivering my research, as it was the first time I had presented in front of this group of people. When my unit leaders reviewed my research, they had suggested that next time I should think about using PowerPoint, as at times it was difficult for them to retain any information or data that I had told them, without any visuals to support it. This was key feedback that I will take on board in the future.
Creative Brief The part of the process depended a lot on what our outcomes and ideas would be when it came to producing a campaign for the brand. Following further extensive research on the industry and analysing what the client brief wants from this campaign. Creating objectives and interpreting what target audiences should be aimed, the creative brief was an element of this process which required a lot of time effort in producing. I often found myself frustrated at time when creating the brief, as I was unsure as to what had to be included as part of this brief. This frustration grew further when my two-unit leaders were saying to include opposite things that one another told us not to include. This demonstrated to me that perhaps there are some areas of communication that must be improved on from a teaching point of view. Developing and presenting a proposition for the brief was something which was not always clear to me. My initial understanding of this was that we had to develop a single key message
for the brand that would come across through the campaign. However, this was lost on my part when I initially created the brief as I had overcomplicated my message and it became less and less clear the more I tried to explain my reasoning behind it. Following feedback from my unit leader, I felt a lot more at ease with what was required, and it had taught me in future to not overcomplicate things and just ask for support if I don’t initially understand something. When it came to presenting our further research along with the client brief, I was slightly nervous at the beginning of my presentation but learning from my previous errors I began to get into the rhythm of the presentation. This exercise also improved my time management skills as we had to the presentation in under six minutes.
Ideation The Ideation stage was an opportunity to tap into the early stages of the design process. The goal of this was to come up with six words that associate with the brand. This would in turn help further build towards an idea or image that I would build the campaign around. Coming up with the words were simple enough as I could picture straight away the descriptive words that would pop into my head when I think of Street Food in general. The area I struggled with the most was coming up with the images that I associate with the words. Some were initially easy such as London or food. At this point I felt lost with imagery I needed the point of view someone else to gain their perspective on what they think of when it comes to the words that I have come up with. My class mates offered valuable insight as they had provided me with imagery that never occurred to me when associating the words. I believe this had taught me the value of other people’s views and perspectives.
Development After I had completed my ideation, it was time to start developing my creative ideas for the final campaign. I had come up with sperate ideas which I believed would represent the idea behind the message. My first initial idea was to create a storyboard for an advert which would tell the story behind how finding Street Feast would be worth the journey to their stalls located in London. This had developed from the client brief which informed me that they desire some way of making their brand stand out and this had culminated in creating an advert that would highlight the small journey that can be made through some iconic elements that make London unique such as the London Underground. This in turn would display these specific Street Feast locations in a way as a key part of what makes London different. This however was not the idea which I came to at first. My other campaign involved creating a billboard advert that would highlight the Street Feast locations in a form of a theme park map. The locations would be highlighted on the map through iconic landmarks of those locations. I did find it hard to get behind this idea due to a lack of inspiration from my research in the landmarks. They proved to be a problem when trying to create an attractive image on the map. In the end I decided to go with the storyboard advert, as this was an advert that I already began to picture in my head as I was coming up with the journey. This did provide me with valuable experience however as it showed me that it is good to be open to more than one plan because you never what can come from an early version of an idea all the way to the finished article.
Final Execution Final execution stage was simple enough to follow once I had sorted out the idea and the story that I was going to tell through my advert. I had written down the order that my advert would go in. At this stage it was all about bringing it to life. Collecting images was the first task that I would need to do. Searching for the right one did take a bit of time and it did affect my motivation slightly. This was due to my frustration in not finding the perfect image that I had pictured in my head. This issue has supported in the future as I learned that not everything will be perfect or exactly how I imagined it, but this is okay as things work themselves out in the end and sometimes they are better for it. Eventually after finding the images that would suit my advert, I began to trace around the images in illustrator and place them into my final story board. This part proved to be the most time-consuming area of the campaign, however I did enjoy every part of the process from arranging the images to coming up with the text under each panel. Compared the other parts of the process, I would say that the creative process definitely lived up to my expectations from this unit. Arranging the images were also a struggle but I came through it all with experience that will hopefully prove effective in future projects. Despite problems that arose from working on this unit, I would say that I am happy with the storyboard that I have created and I believe that any learnings that I have taken from this unit will be valuable.