Sonic Manchester
#Dealwithit Rationale The brief was to create an A3 listing poster for Sonic Manchester and to help them gain a wider student audience to come and attend Sonic events. The problem Sonic Manchester has is that students perceive classical music to be boring and only for older or posh pretentious people. The challenge was to change this perception and to create a larger social media campaign to encourage sign ups and increase follows. For a Student listening to classical music is perceived as being boring and uncool, we want to start a trend where students take ownership of the weird embarrassing things that make them, them and to feel empowered enough to not care what other people think, because not caring about the “haters” is cool. Our idea is to get students to confess to hobbies or interests or even little quirks that their peers would consider weird or embarrassing and to share their confession in a video or image with the line ‘deal with it.’ Through this campaign we want to express to students that they shouldn’t be ashamed or feel it’s not for them if they want to go to a sonic event.
Job Sonic Manchester
Date 06/11/15
Name
Team
Rationale
Anthony & Catrina
Page 1
Brainstorm
We had a brainstorming session to understand the target audience better. We created a student profile and listed all the things we could think of that students would like and what they do so that we could better understand our target audience. We also did a mind map on how classical music makes one feel and we compared it to mainstream music. We used our findings to form the basis for our ideas.
Job Sonic Manchester
Date 06/11/15
Name
Team
Brainstorm
Anthony & Catrina
Page 2
CONCEPT ORIGIN EURO RSCG - THE MOST INTERESTING MAN IN THE WORLD - DOS EQUIS
Both of us were working on separate ideas and helping each other when the topic of memes arose which lead to us looking at the most interesting man in the world meme from the Dos Equis beer commercial. He is a character from the ad that has all these exploits that make the audience believe that he is the coolest man and that if the coolest man drinks this beer then the audience will too so that they could emulate him. So we asked ourselves how we could make students feel cool and like it to Sonic Manchester. We knew that memes were a popular piece of Internet culture that virtually all students are aware of. They get posted on social media very often and there are site specifically for just viewing memes others have created and making your own. We thought that memes would be a good way to get students to interact with the campaign over social media because they are such an easy thing to make and share.
NOTICE ME SENPAI - MEME
We looked at a variety of other memes and came across the Notice Me Senpai meme. Notice me senpai is a trope from a load of shoujo manga where typically a young high school girl wants an upperclassman to notice her romantically. We thought that it would be humorous to have Sonic want students to notice it and thought that it would be a way to get attention.
Job Sonic Manchester
Date 06/11/15
Name
Team
Concept origin
Anthony & Catrina
Page 3
#DEALWITHIT The ‘Deal With it’ Meme Looking at those memes lead us onto the Deal With It meme. This meme is typically used when making a controversial statement and usually involves a pair of specific looking glasses. We thought that this would be the perfect meme to base our campaign around as it allows students to make a statement about how much they love classical music. After bouncing some ideas off of each other we came to the conclusion that our campaign should involve students confessing hobbies and quirks that their peers would see as weird and embarrassing and to share their confession in a video or image with the line deal with it. We want to make a campaign that could start a trend amongst students, to give them confidence in themselves and their interests and to give them a platform to confess their quirks in a way that seems cool.
Job Sonic Manchester
Date 06/11/15
Name
Team
#Dealwithit
Anthony & Catrina
Page 4
#DEALWITHIT - GLASSES
The Glasses We wanted to produce glasses to use in the memes and to have as a novelty item to giveaway that would provoke action and would be something that students would engage with. We looked online and found a company in Finland that made and sold the glasses for â‚Ź25. We decided to mock up our own out of card to use as a prop in our work.
Job Sonic Manchester
Date 06/11/15
Name
Team
Dealwithit - Glasses.
Anthony & Catrina
We want the glasses to be given out to students when they arrive at the event and show the attendant their student ticket. But to encourage initial sign ups Sonic could send out the glasses to the first fifteen or so people to sign up.
Page 5
GLASSES IN PRACTICE
We went to a Sonic event in the Manchester Cathedral and took some photos of how the glasses would look in situ. The students will wear the glasses and take a photo of themselves at the event to be made into a meme that they can share on social media and spread the word that way. The glasses could also be placed in student areas, like the university as a way to connect with them. The glasses case will include instructions on what to do with the glasses. The pictures the students take will be uploaded to social media along with a caption of a quirk or embarrassing aspect that makes you, you. These images will then be converted into memes.
Job Sonic Manchester
Date 06/11/15
Name
Team
Glasses in practice
Anthony & Catrina
Page 6
CONFESSION MEMES
We got some students to confess the weird things they like to help us with making our memes and confessions video. The idea is that the people in the memes are admitting to the things they like that would be looked down on in the same way that liking classical music would be. They don’t care if other people don’t like what they like, they are confident in themselves and confidence is cool. If enough students just didn’t care about being associated with classical music and confidently attended the concerts then that would remove the social stigma attached to classical music in students eyes.
Job Sonic Manchester
Date 06/11/15
Name
Team
Student Memes.
Anthony & Catrina
Page 7
CONFESSION VIDEO
Job Sonic Manchester
Date 06/11/15
Name
Team
Confession video
Anthony & Catrina
Page 8
SOCIAL MEDIA
These are some examples of posts on social media. We want students to not only share the memes they make themselves but to also challenge their friends to do it too so that the campaign spreads virally that way. We noticed that Sonic aren’t very active on social media and that they haven’t tweeted since 2013 but the memes are something that the students will be making and posting themselves so they are doing all the work making content and all Sonic has to do is just share and retweet.
Job Sonic Manchester
Date 06/11/15
Name
Team
Social Media
Anthony & Catrina
Page 9
LISTING POSTER / FLYER
For the listing poster we wanted to keep the design brand focussed and very simple. We kept the colours and the use of a serif typeface and shapes. We recognised that the listings were all for the Bridgewater hall so we gave the design some hierarchy which helps the viewer guide their way through the information. We made sure to highlight the student offer as this is a very important appealing factor to help with the sales. We also recognized that listing posters aren’t the best way to get the events out their. So we decided to convert the poster into a flyer which then can be given out. This allows the audience to take it with them so they can refer back to it in their own time.
Job Sonic Manchester
Date 06/11/15
Name
Team
Listing poster / Flyer.
Anthony & Catrina
Page 10