DESIGN PROBLEM & OUR INSIGHTS Design Problem & Our Insights
The Big Idea
Martini is a brand that celebrates the power and importance of quality time spent with close friends. There are forces that oppose this power of connection: the technological economy and digital communication. We never leave the office because we walk home with it in our hand. We are more prone to loneliness than those before. Now we see our friends more in the virtual world than the physical one. These are the forces that we need to oppose by coming together. Martini is the key!
It’s Martini Time. Our idea to bring MARTINI TIME into the physical world is to create an event. During this event, our audience could experience a world where you are able to be in the moment and connect with others. Whether that's making your own “Martini Time” with friends by learning how to make your own drinks; playing games that take you away from the screen of your phone and to interact with the people there and then; listening to music not just through your headphones or a speaker but from the instruments that made the sound. Our event brings to life the essence of what MARTINI TIME means:
We felt that “Martni time” would be a time to bring together the forces that oppose this disconnected digital world to find a balance. Martini could balance urban and nature, like the time we spend on social media with our friends and the time we see each other face to face. It would relate to forces like Friendship, teamwork and sense of belonging.
Event Purpose To promote Martini signature drinks and introduce to target audience of younger generation. To increase marketing exposure and brand awareness. To show how being together physically is something to cherish and do more often. To create memories, everlasting bonds, and a less isolated world.
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Friendship/ Family Love Enjoyment Teamwork The natural world Sense of community/ belonging Being in the moment physically not virtually
This is THE MARTINI WORLD!!! Join us and “Let’s make time for what we love”
CUSTOMER’S JOURNEY
Online Marketing
Outdoor Campaign
Martini Event
Expectations
- Website, - Social Media Campaign, - Electronic Direct Mail (EDM)
- Transit Advertising - Promotional Booth - Customised invitations
- Make your own cocktail - Bar, music & food - Games
- Social Media Exposure - Share happy moment - Feedback about the event
OUTDOOR CAMPAIGN Personalised Martini time We wanted to engage their audience in a new and exciting way. This is how we came up with the idea of a mural. From our own experience living in a city, street art plays a big part in bringing people together. The mural would act as a catalyst to introduce new younger audiences to MARTINI. They would be able to take a polaroid photo in front of this artwork that celebrates the essence of MARTINI “Aperitivo�. This photo would then go on to be the ticket for the MARTINI TIME event which they collect from MARTINI TIME van.
PERSONALISED INVITATION Customised Invitation Each person who takes a picture in front of the mural will receive a customised invitation. Inside, they will ďŹ nd their polaroid ticket, one free drink ticket and the map of where the event takes place. Then they will receive a disposable camera to take pictures during the event.
THE BIG IDEA & MAIN ACTIVITIES
Make Your Own Cocktail
Live Music
Martini Games
We invite cocktail experts to introduce the brand and share the skills of making a drink. It is an activity to provide a chance for people to make their own drinks together with fun new components such as edible owers and different ingredients.
We want to include live band in the event. Martini believes in living in the moment and live music brings music to life! People can dance, sing and celebrate music with the people they love.
To break away from the twenty-ďŹ rst ways of entertaining ourselves, we wanted people to engage in games where teamwork, and physical interaction are present. People can learn to play again like they had done before. The world is less lonely when you have teammates.
SIGNAGE & INSTRUCTIONS
Ambience Everything placed into this event will have a natural, welcoming ambience. For example, wooden seating and tables, and soft canopies that drape over you.
Picture boxes (shown above) The picture boxes will display photographs taken during the event. This is so that people can reect on the time they have spent at the event, and most importantly reect, on the time when they spent quality time with the people they love and how happy that made them. These boxes later in the evening light up the dark to celebrate Martini time!
PROMOTIONAL MATERIALS
Website
Poster
Social Media / Outdoor Advertising
https://letsmaketime.wixsite.com/martini We will launch a website to promote “It’s Martini Time” event. All the pictures taken at the event will be there and on social media.
The recipe for MARTINI TIME is: 50% Friendship, 30% Joyfulness and 20% Authenticity.
The concept of the ‘MARTINI TIME’ recipe will be applied in different media, such as social media and outdoor advertising.
SUMMARY
Natural environment A place in the park where people can get closer to the natural environments, such as green fields, flowers and trees.
Games Having fun and reconnect with friends (like the old times). Molkky game, Table Football, Heads Up, cards games.
Martini cocktail A chance to create your own MARTINI TIME with a new recipe for MARTINI drinks, with fun accompaniments such as edible flower ice cubes and different ingredients.
Martini photo wall / photo light boxes During the event there will be places where photographs will be shared form the event. These will be displayed on both photo hanging walls and photo lightboxes. This is so that people can reflect on their time spent with those they love, a MARTINI TIME.
Music (live band) Where people can come together and hear music not from headphone or a speaker but from the musicians themselves. Dance, sing and enjoy living in the moment.