Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Brief 10: YCN Propercorn The Brief
Concept
How can we creatively bring to life our ethos of ‘done properly’ to our customer?
The ‘Make Time Properly’ campaign brings to life Propercorn’s ethos of done properly, by encouraging audiences to enjoy the times in the day and evening that they do have free. The campaign does this by offering ‘Nights In Done Properly’ packs which can be ordered online. These include everything you need for a night in, including popcorn, which means the audience saves any preperation time.
We want to consider the daily touch points of our customer’s life where they will be most receptive to engagement. How can we creatively connect with them in these moments and give them a memorable burst of our brand and beliefs. Context Propercorn believe that everything should be as good as it can possibly be. That’s what they mean when they say ‘done properly’. This mantra underpins everything that they do as a team and aids our creative thinking.
Audience The audience of Propercorn are ‘time poor’, therefore this snack is often enjoyed quickly whilst potentially working or on the move. Tone of Voice Playful, fun and light hearted.
The second part of the campaign involves mini games in individual packs of Propercorn so that consumers can have a bit of light hearted fun with Propercorn whenever they do have some spare time. The concept is based on encouraging and helping time poor audiences enjoy the spare time they do have no matter how small.
Deliverables
Night in screen printed box including: - Pop up popcorn tubs - Bunting - Pop quiz - Answers in envelope - Branded Nail Varnish - 2 small games (these will also be the games that feature in the packs of Propercorn to be sold in stores) Web page to order the box Mocked up stickers on bags Social Media Campaign
1/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Research To gain a full understanding of the brands ethos and the way it currently promotes itself research was carried out. Thorough this it was identified that Propercorn are sponsors of London Fashion week. The hand illustration style is a strong, consistent visual throughout Propercorn’s promotions, and this is a defining visual for the brand.
The packaging they use to send out special packs of Propercorn inspired the packaging for the nights in pack. The same style of typography is also used throughout the Propercorn promotions. 2/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Packaging & Box Development A lot of research and testing was involved in the production of both the packaging box and the pop-up tub elements within the campaign. Items needed to be the correct size and to be assembled with no glue for easy assembly. 3/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
PART ONE - Ordering Box
Branding
A simple web page was designed to illustrate how these boxes could be ordered online. This would be a part of the Propercorn website, although this is currently under construction. Nail varnish colour, a classic DVD and Propercorn flavours could be selected on the website so the pack the audience received would be customised to them, adding a unique element.
Whilst the campaign needed to follow and work with Propercorn’s current aesthetic, a logo was produced for the campaign to make it distinct from other campaigns. This can be seen on the website among other parts of the campaign. Illustration styles throughout also needed to follow the Propercorn style. The hand rendered line quality ensured this was consistent.
4/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
The Box Corrugated card was used for the strongest, appropriate method of delivery. These are screen printed in white with Propercorn style illustrations, suggesting what is inside. This aims to make the experience of receiving the box as exciting as possible. Upon opening the box is lined with patterned paper for further protection and give an exciting first impression. A hand written style postcard explains the pack and encouraged the use of
hashtag #makingtimeproperly, which runs throughout this campaign and in turn promotes Propercorn.
5/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Inside The Box Content for the box was determined through research. After identifying that Propercorn has natural ties with the Music, Arts, Film and Fashion sectors, this then formed the basis for the content. The pop quiz features questions based on the four sectors and 5 copies are provided. Nail varnish, linking to the fashion sector, was branded with a play on words ‘A Pop Of Colour’.
The popcorn tubs needed to be flat pack to fit in the box, and so these were designed and made to be assembled easily with no glue. Patterned bunting and two small popcorn themed games are also included in the pack. 6/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
GAME INSIDE
PART TWO - Games in Single Serve Packs Stickers would be placed on special packs of Propercorn to signify that there was a game inside. This uses the developed brand ‘Make:Time Properly’ and fit with the aesthetic of the packs. The aim is to encourage audiences to make a little time when they are eating there popcorn to have some light hearted fun. This playful tone of voice works with the Propercorn brand and ethos. 7/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Game One - Build Images are given on cards that the audience have to try and make/ build with their popcorn. The game also encourages audiences to use their own creativity to build something and share their images on social media via the hashtag used throughout the campaign #MAKINGTIMEPROPERLY. This creativity works with the brands ethos. 8/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Game Two - One Minute Challenge
Packaging
This includes a small pop up tub, of which needs no glue for assembly, a straw and a fold out mat with instructions on the reverse. The aim of the game is to use the straw to move as many pieces of popcorn from the circle area into the tub in one minute. The idea of this being only one minute again plays with the aspect of making time, but making it properly.
The games would be packaged in small, sealed plastic bags to protect the popcorn.
9/10
Samantha Walker
OUGD603
Brief 10 - YCN Propercorn
Social Media Propercorn currently use Instagram as their main method of communication. By promoting the use of the hashtag #makingtimeproperly throughout the campaign, images will be shared and in turn promote Propercorn. Promotional posts can also be shared via social media as seen above.
10/10