BCS C PJ
Acknowledgement Tan Xuan Hui 1145115 Special Thanks to BCS Lecturer Sarah Michelle Lee and the awesome group members Shah, Treacious, Jiale & Sandra
Week 1
October
18 Thursday
- Find 3 inspiring integrated campaigns - Brand DNA for both Everlast & Lee Cooper
2012
Class Activity 1 1.
Co c a- Co l a H a p p i n e s s M ac h i n e Lo n d o n 1 ,3 16 ,6 8 2 vi e w s
h t t p : //w w w.yo u t u b e . co m /w at c h? v = M 0 D3j K L z6s A
Coca-Cola is unleashing happiness again, this time in the UK! The much-anticipated sequel to the global internet sensation -- the Coca-Cola Happiness Machine which caught the world’s imagination earlier this year with one million views in the first week alone.
2.
The Keyboard of Isolation 584 views http://www.youtube.com/watch?v=Sod6b6hEm_k
The campaign, developed by DDB China, involved interviewing families negatively affected by too much spent on the internet, and designing an installation that would raise awareness of the issues involved.
3. Steal Banksy - Case Study 7747 views http://www.youtube.com/watch?v=w08TVILY2LM
Art Series Hotels, a luxury art-themed hotel chain located in Melbourne, Australia, needed to maximise occupancy rates over their quiet summer period to sell 1000 rooms. On a limited budget, we needed a hook to create its own momentum - generate awareness, website visits and ultimately room bookings.
The idea had to create controversy AND motivate people to visit. All in a manner befitting this contemporary hotel chain.
We recognised that Melbourne has a history of art heists and that hotels themselves are rife with petty theft. Further inspiration came from the forensic psychology adage, ‘Bad men do what good men dream’.
Bringing together darker human motivation, art heists and hotel petty theft, we generated our idea: Stay the night. Steal the art. But whose art? It had to be Banksy, the high-profile street artist whose work is frequently thieved.
Thus, ‘Steal Banksy’ was born. If guests could steal a signed Banksy (valued at $15,000) without being caught it was theirs to keep. If apprehended, back on the wall it went.
1st Group Assignment
Week 2
October
25 Thursday
Deep research of their competitors Everlast / Lee Cooper? Exchange reflections with other group -List out questions to ask our client
2012
Everlast / Lee Cooper?
My group decided to work on Lee Cooper. However, due to the fact that many groups have chosen Lee Cooper too. We have to go through draw lots to determine whether can we get Lee Cooper again. In the end, my group chose a paper that reads ‘EVERLAST’. Though we felt sad, but we still carry the enthusiasm spirit for this project.
Exchange Reflections
Week 3
November
1 Thursday
Trip to Everlast Shop at JP Interview Questions Interview Results
2012
C LASS T R I P TO EV ER LAST
T STO R E AT J U RO N G PO I N T
My group leader - Sandra, interviewing one of the Everlast staff in the store. The staff is very friendly and answered all our questions.
S U R V E Y
R E S U L T
Insight on interviews 1.
Care about how people look at their dressing as it affects how people would treat them.
2.
Go for comfortable style.
3.
Dressed according to event/occasion.
4.
Not a fan of Everlast as they felt that they are not a Sport person.
5.
Shoes are the popular items/products in store.
6.
Materials and price of the outfit affect their choice of clothes.
7.
Design of the outfits will attract them.
8.
Design of shirts are too limited.
9.
Don’t really know where Everlast stores are located at in Singapore.
10.
Everlast don’t have their own identity (Products similar to Converse)
11.
Everlast which specialize in boxing, have to expand their market as boxing is not a popular
sport in Singapore.
Week 4
November
8 Thursday
Interviews (face to face) BIG IDEA Preparing of Proposal
2012
I think that Everlast lacks something in their apparels. When I visit Everlast, I look at their design and think that other brands may have better things than them. Everlast has very common apparels. I won’t remember their designs as they are very typical. They don’t leave a deep impression in my mind unlike brands like converse. Their store looks like any other store without anything that attracts you. I think they should bring out their products more to their customers. There is nothing special about their products. They can make a campaign to show their strength and show something special about their products so that people can have a deep impression on their brand. Like for converse, there is something special about their shop that makes me want to look into their products deeper. I can recognize converse immediately when I see it on people. Xuanhui They are targeted to very general mass. Why would they want to give me a t-shirt with a logo on them? They can use that brand to initiate something more creative to differentiate themselves from their competitors. I think the brand logo is really very eye-catching. The volume of the logo as well as the type face reflects their character (active, fierce) very well. They have a very powerful branding that can be used in creative ways. I think their sports character is very strong. For example, the pink campaign, the colour choice of the bright pink reminds me of the passion fruit. I like the creative expression of it and it is for a public good. Why not put in creativity in the brand and push the brand forward? Shah
If i saw people wearing Everlast tee, i would think it is very common, boring. Just a T-shirt with a printed Logo on it. The logo is the most stylish part of the brand, other than that the T-shirts are like ugly. However, if Everlast designed a dress with a designer collaboration, I might give it a try. Take a look. Jiale
I feel that what you wear gives people the first impression, even before you speak. They judge you based on what you wear, and the image that you want to bring out. I usually won’t take the risk to try very exaggerated outfits. I feel like I don’t need to go for brands yet. I don’t find the difference between a product belonging to a brand and one that does not. Treacious
Cheaper but more plain design will be fine for me. I’m not a very brand based person. I see the product before the brand. Sometimes you’ll just want to exercise besides just walking. The only motivations people get from exercising is to do it with friends, unless they are very sports-orientated. I will also find someone to swim with me as I find it weird to go alone. Sandra
As the online survey we’ve done and collated are too general, we were asked to interview one another and also 3 of our friends each. Through these, we have to come out with a BIG IDEA. My groupmates and I are very confused of what’s a big idea. In the end, we came out with a concept, rather than a big idea.
P R OPOSAL `1.
Introduction
-
States your intended purpose for the proposal.
(Sandra)
-
Give the reader a summarized overview of what the proposal sets out to do.
2.
Client overview
-
Brand DNA of Everlast
(Shah)
(Brand Category, Brand Difference, Brand Character, Brand Credibility, Brand Benefit) -
Brand Positioning
-
Unique Selling Point (USP)
-
Target Audience
-
Target Audience Persona Profile
3.
Insights, Issues and opportunities
3 Approaches: 1. Reflections >> Journals (By the TA) - Research - Reflection & Responses - Change of perspectives 4.
Fieldwork & Observation
(Xuanhui)
>> Field Observation (By the Investigator) - 2 roles > Investigator > Target Audience
(Jiale and Treacious)
First Sight Observations that everyone can agree on • What kinds of people are present? • What objects are present? • What kind of materials are they made of? • Where is the action taking place? • What is the environment? Second Sight Assign meaning and worth, subjective and arbitrary • What’s happening? • What are people doing? • What objects are important? • What role do they play? • How are people engaging with others, the objects, their surroundings? • What is the social context? 5. Interviews >> (Investigator & TA) 6.
Interview Debrief
- Story - Need - Solution Interviewee Profile
7.
Project objectives
8.
Concept Rationale
9.
Marketing Timeline
10.
Evidence of research
P R OJ E CT OBJEC TI VE Through this project, we want to create awareness among the mass. After conducting interviews as well as an online survey, we have realized that many people are not familiar with Everlast. Therefore, we want to let more people understand the brand Everlast, know what they are about and get them involved with the brand. What makes Everlast different from other sport brands is their attitude and character. Everlast is a brand that not only sells their products, but also put in their best efforts to spread positive, motivating and encouraging messages among their audiences through social media platforms and their products. Our primary objective is to make this character of Everlast known to people. We want to spread the idea of empowerment to people, and also encourage them to become the one empowering others. This way, people will feel more connected with Everlast and they will also have a better understanding of the brand. At the same time, we are also promoting the lifestyle section of Everlast. This is to inculcate the idea of Everlast empowering the people in their lives, and to be part of their lifestyles. Since Everlast mainly promotes their products to people who are into boxing, we want to raise the awareness in order to make a lasting impression on Everlast’s lifestyle products. This way, we can also engage non-sporty people into the brand.
I S SUES Lack of publicity We have noticed that there is a lack of publicity in Singapore. We do not usually come across Everlast on the television, on newspapers, on magazines and on the Internet. As a result, the lack of interaction with people will make them remain uninterested in the brand.
Lack of communication Many people were not familiar of the brand because Everlast did not reach out to their target audience, who are sports minded people ageing from 15 to 35. Instead, they mainly focus on presenting and communicating their brand to boxing enthusiasts. The lack of communication with people leads to people’s lack of understanding for the brand. For example, people who are not interested in boxing would not know that they release non boxing-related products such as casual apparels too.
Focuses on a small market Everlast focuses on a small market, which are the boxers. Though Everlast has products that anyone besides boxers can use, their market size is reduced due to the fact that they mostly promote their brand to boxers and people who are interested in boxing as a sport. Even for people who like sports and knows of Everlast, they are likely to become uninterested in the brand as they may find that they cannot relate to the brand very well.
Range of products The products that are available at Everlast include footwear, equipment, apparels, bags and accessories. Even though Everlast sells different categories of products to cater to people of different needs, if we were to compare their range of products to their competitors such as Adidas, they are considered to have a small variety. They also limit their equipments to only boxing.
Limited design style We have noticed that Everlast has a fixed style to their designs. Their apparels are limited to a certain style, and that makes them look unfashionable and unstylish. The designs of their products also look typical, and some of them can be comparable to other brands. Ineffective endorsements We find that their boxing athletes endorsements are not very successful in Singapore due to the fact that many of us are not familiar with boxing. Naturally, we will not know who the boxers featured on Everlast are. Therefore, we will not be persuaded or attracted to purchase their products.
Retail storefront Everlast has the potential to create a very innovative and interesting retail storefront due to the strong character of its brand. However, there was nothing special about the storefront and it was boring. At the Jurong Point outlet, we noticed that there was a boxing sack hidden at a corner of the shop. Instead of being displayed at a spot that people can notice easily, it was put to one side. The customer’s experience upon entering the store was not carefully considered and the brand’s uniqueness was buried
O PPOR TUNITIES 1) Lack of communication between brand and target audience & publicity a. Advertise: TV commercial, billboards b. Events at accessible location e.g neighborhood shopping centre
2) Small range of products compared to competitors a. Bigger range of products e.g. Bottles, caps, accessories
3) Limited style in their designs a. Come out with more fashionable and distinct style
4) Focuses on a smaller market (as compared to competitors like adidas) a. Focus on other sports as well e.g soccer/ basketball instead of mainly boxing
5) Ineffective endorsements (using boxers that many people do not know) a. Publicize on the boxer, talk about his story & history
6) Lack of understanding on the brand a. All products could come along with a tag printed with brief introduction of the brand.
7) Location (little stores compared to competitors, only 3 outlets in Singapore) a. Outlets should be located at crowded/ high human traffic area e.g CBD, central, town
8) Store display (I just went down to the store, and it looks boring) a. Have a theme on certain period/ event/ product e.g decorate store in pink during the pink glove fund raising for breast cancer event b. Constantly change the arrangement or structure of the display
I N SIGHT S First Sight:
What kinds of people are present? Teenagers, Secondary School students, Elderly.
What objects are present? Shoes (boxing, casual and school shoes), boxing gloves, casual wear, smart casual shirt, bags, boxer, shorts (both ladies and guys), posters,
What kind of materials are they made of? Cotton (Apparels and shoe), Leather (Gloves). Rubber (boxer),
Where is the action taking place? Jurong Point – Everlast outlet.
What is the environment? Good air conditioning, spacious, nice view, nice display, Strong theme, neat, Nice lighting.
Second Sight: What’s happening? - The shop is having promotion for certain products. - There is a small part of the shop showing Muhammad Ali’s signature products. What are people doing? Elderly are looking at shoes. Teenagers are looking at smart casual wear and casual wear. What objects are important? - Boxing Gloves (Varieties of gloves cater to target audience) - Shoes (Popular products) - Muhammad Ali’s exhibition (promote the Everlast brand and Boxing theme) What role do they play? Shoppers, customers, target audience, What are people engaging with others, objects & surrounding? People are seen exchanging comments with one another / each other. They started to touch the products and feel the materials. They survey the environment and look at the poster. What is the social context? * There is a Go Pink campaign going on in their Facebook page to encourage people to buy their pink gloves and a portion of the funds will be donated to BCRF in its mission to raise awareness and find a cure for breast cancer.
Week 5
November
15 Thursday
Submission of Proposal Class Activity
2012
Proposal
CLASS ACTIVITY Ideation
1. List ideas you admire 2. Be willing to make good mistakes
Compare and contrast (Dramatize) Don’t be self-censored, silly ideas may be a god idea.
(It may spark something out of it) Make yourself as the role of the manager? the parents? etc of this product/issue. (ROLESTORMING)
In a group, write an idea on a paper and rotate the paper among the grp members.
Class activities today: 1. Brain Writing 2. Combining 2 words
I personally find this activity very fun and it really let our brains work fast and in such a short time, we can come out with a creative story. I like how Daphne mentioned in her lecture slide “Don’t be self-censored, silly ideas may be a god idea.” Sometime, i would come out with an idea, however, i decided to back out, thinking that it might be very lame and silly.
Week 6
November
22 Thursday
Consultation of Proposal Changing of Idea
2012
At this stage, we were still confused on the Big Idea X.X We consulted Sarah and she went through all the ‘topics’ with us. On top of that, the whole consultation was the most awkward and terrible one i ever had. When Sarah opened up our proposal, half of the pages fall off. I felt terrible because i did the binding (to save cost). I felt thankful because none of my group members blamed me, they kept saying ‘It’s okay, nevermind’ :’) Anyway, we learnt that we have to change our event name to something more powerful and wth strength. (Currently, our event is called ‘BOX-ON’). We need an umbrella (BIG IDEA) that holds all our ideas together because at this stage, our ideas are too scattered and there is no focus. After several discussions and consultations, we managed to settle on “I BELIEVE”. In addition, due to the fact that presentation is the following week, my group worked very well together and aimed to finish everything by Wednesday (28 Nov). Presentation to lecturers = 29Nov.
As our idea changed (No longer a booth anymore), instead we have a boxing ring. Where it will be located in the middle of nowhere, arousing curiosity from the public. To participate in this event, one must go up the stage (boxing ring) and pledge their beliefs, they must start off with “I believe...� The participant will be treated as a real boxer, the moment he/she went up the stage, the referee/MC will announce his weight in pound etc. He/She will then be left alone on stage and pledge his/her belief. At the end of it, a premium goodie bag will be given to the particpant to encourage others to get up the ring and pledge their beliefs too.
Boxing Ring
Poster #1
Moodboard
Storyboard
ON THE STAGE:
Scene 1: The stage is situated at the center of a street (Orchard) Scene 2: Stage consists of screen, mic and audience seats. (There will be an MC on the stage and crews wearing Everlast shirts helping out) Scene 3: Attracted many curious passer-by, they gather around the stage and stopped to take a look at it. Scene 4: MC (dressed up as a referee) will announce the opening of the match and explains the instructions. Scene 5: When a participant walked up the stage (through a staircase by the side). He/She will be treated as a boxer/fighter. MC announced the fighter like how a boxing match intro should be like. Scene 6: When the boxer / fighter went up the stage, he/she is expected to say “I believe that I can _____________(achieve/goal, something realistic) and I will do it”. Scene 7: After he/she said finished, the MC will ‘thank’ the participant by raising his/her hand up. Scene 8: Crews will walk up to the fighter, pass him/her water bottle (with cap removed)-perhaps Everlast logo printed on it? and a towel to cover his/her head and guide the participate down the stage. Scene 9: The participant can brofist/hi-5 with the next participant and the MC announced the next fighter / boxer again.
BEHIND THE STAGE:
Scene 10: The crews will distribute the cards to the audiences / participants. Every card filled in, Everlast pledged to donate $1 to the Breast Cancer Organisation.
Scene 11: They will write on to the cards about what they believe in (must be something realistic).
Scene 12: Then they have to hang the cards on a board and these cards will form a (pink ribbon or the word ‘BELIEVE’). Once the word or ribbon is formed, the event target was hit. And it brings the event to a stop.
ON THE WEBSITE:
- People from all around the world will participate in the event online through the Event’s facebook website.
- Every card they filled in, Everlast will pledge to donate $1 to the Breast Cancer Organisation.
Shopfront (After Event)
Boxing Ring (During Event)
Website
How we work: We have a facebook group where we would post all our works onto it. After every consultations, one of us will post the comments Sarah said. Then we will separate the jobs to everyone, making sure no one is left out. We also have a google drive where all the artworks can be found there. A whatsapp group in case of any urgent notice or discussion. We worked closely and whole-heartedly, taking initiative to lead. I am also glad that there are 5 people in the group, things become more simpler and the amount of works each of us have is managable, once we are done with our part, we will offer help to others or ask for more stuffs to do. No quarrels invovled throughout the whole project, everyone throw in ideas and suggestions. It was fun working with them :)
Week 7
November
29 Thursday
Interim Presentation Preparation for client presentation
2012
Shah posting the comments made by Sarah after interim presentation.
Updated storyboard
Week 8
December
6 Thursday
Presentation to clients
2012
5X
Time: 11.30 am Location: 27 Harrison Road, Atlantic Sports (Taiseng) Task: 1st presentation to clients Dress Code: Black & White
Week 9 - 11 (Break)
Week 12
January
3 Thursday
Come back from break Find 3 innovative yet ‘FOC’ campaign Consultation on Everlast campaign
2012
Two of our group members did not attend school today, ut we have to carry on with consulation. Hence, we consulted Sarah and update them on the comments made by Sarah by posting them onto our 5x facebook group. So that to ensure none of us is being left out and on the other hand, they can catch up with the group discussion very quickly.
As we know we are running out of time. Without further ado, we disucssed and assigned the jobs to each of us. We’ve learnt that this period onwards to the final presentation will be execution. So we have a lot of stuffs to do, hence there is no time to waste.
Week 13
January
10 Thursday
Update on own progress Coming out with logo
2012
It’s strange how we arrive at this stage, without a logo that represent the whole event. After several rounds of brainstorming and trying out many fonts for the evnet name ‘I BELIEVE”, we have to come out with a confirmed logo. Outlined in red = The font we intend to choose for our logo.
Jobs allocation
Everytime after consultations, we will discuss and update these works onto the facebook group, get everyone to read ad ‘Like’ the post to show that they are informed about it. What i like about my groupmates is they are very cooperative and did their parts well. They treat all the parts distributed to them seriously and upload their progress frequently asking for comments/ changes to be made.
TRYING OUT DIFFERENT FONTS A
AND LAYOUT
Week 14
January
17 Thursday
3D structures Confirm our logo Posters Event Venues
2012
PROPOSED LOGOS
FINAL LOGO
Boxing Ring Mapping
Boxing Ring Mapping
3D Goodie Bag
T-Shirt & Card
ART DIRECTION
Week 15
January
24 Thursday
Interim Presentation
2012
After the interim presentation, comments given are: - The word “I Believe” is very strong and the lecturers love it. - Instead of Breast Cancer Foundation which is Pink (No link with the colour yellow for Everlast) Suggestion: Ex-convict Association, Believe in second chance. - When presenting, the visuals must be shown longer, do not rush through. - Read the tagline of the poster (Audience can’t see) - TAKA Orchard = Tai Tai area -> Change to Scape/Cineleisure.
POSTERS
Week 16
January
31 Thursday
Final Presentation to Client
2012
5X
REFLECTION Once again, i would like to emphasize that I am very fortunate to have such awesome, cooperative and hardworking groupmates. It’s really great working with them. What i loved about BCS is the idea generating process whereby we have to brainstorm and come out with many creative and innovative ideas. What my group done was that we sit together in class and discussed, whoever that have an idea will voice out and then each of us will give some suggestions and try to improve on it. We believe that every ideas we thought of should not be neglected and should be pen down in our notebook. What i think can be improved will be the time management of the group, we took a very long time to come up with a logo, big idea and art direction. Thus, the time left for executive is very little, causing the whole group to be a little rush.