Research and initial ideas and planning:
Audience:
• 14-19 year old (Gen Z) females
Characteristics of Audience:
- Cautious of finances
- Always looking for deals
- Care about activism and social and political justice
- Very informed and up to date on global news and trends
- Their identity and individuality is something they care a lot about
- Very active on social media – Countless teenage girls have smart phones. We live in an age where not to have one is considered rare. An app is practical and easily accessible for our target market.
INSIGHT: Just as capable as any man.
CAMPAIGN IDEA
- Encouraging young girls to break stereotypes, expectations and social norms surrounding
- Women’s sports. The aim is to empower girls by the use off female role models.
- Something you love and enjoy. To achieve the points above, I feel that an App would be best suited to reach to the audience. 14-19 year olds are always on their phones, it’s their main source for news, movements and information.individual, eg. “Hey Girl, we have picked out this article for you.”
APP FEATURES AND CONCEPTS:
- Customisable to each individual, where they will be able to set their sporting interests, for example, swimming. By doing this, they will receive information that appeals to them and the particular sport they are interested in
- Podcasts by successful sports women. Because I have chosen swimming as my sport, the app would include podcasts by Ellie Simmonds.
By making the app customisable, we are making it personal for the user, making them feel that Adidas isn’t just a brand, it is experience and tool for empowerment. Podcasts by successful sportswomen, especially someone like Ellie Simmonds who is a Paralympian, will encourage young girls that they can do it, despite barriers fed to them by the male patriarchy.
What can Ellie Simmonds do to encourage young girls to swim?
Ellie is young, so can relate to the audience on a personal level. She is also disabled and so is the perfect example that you can achieve anything and break down physical and mental barriers if you set your mind to it. Despite her age and disability, she has been extremely successful, thus inspiring women of different backgrounds to participate in sport.
First Visual Concepts:
As well as designing an app, I felt that promotional posters were needed. For my initial posters, I stuck to a light pink, black and white colour theme. I chose these colours as they are generally quite feminine.
Development of Visual Concepts:
For the development, there were a few changes I wanted to focus on. Firstly, I changed the colour pallet to bolder colours as I felt the previous colours looked a little washed out and didn’t have a feeling of empowerment or energy. The bolder colours are much better suited for the concept.
In ,my initial poster designs, I had “Dive into Possibilities” and “Just as capable as any man”. This was a problem as they are two different insights. I decided to improve on this by focusing on one insight to make the concept stronger and more impactful. Although written differently, the insight of the three improved posters are based on the fact that women can be just as good at sports as any man.
I also replaced the silhouettes with images of successful British Sportswomen. The main reason for doing this is because my app will include partnerships with these women. If a brand is paying for celebrity partnership, they will want to sell the individuals.
Physical Implementation of posters:
The posters above will be displayed of digital billboards around city centres and bus stops. This increases the interest in the campaign. The posters also feature a QR code which when scanned, takes the user to the app download page.
Social Media:
Social media is vital for brand recognition and audience involvement and participation in the campaign.
On the bottom left, I have created a prototype of the owned Instagram account for the Here To Change App. The page includes updates and analysis of female sporting events, as well as quizzes and free downloads for the audience.
On the bottom right, is a prototype of paid media on Instagram. These ads are simplistic and contain short messages relating to stereotypes and sexism in sports. The short quotes will be relatable to the audience, persuading them to get involved in the campaign and download the app.
In addition to the owned Instagram account, there is also a #heretocreatechange hashtag. Users can post their own workout progress, photos, and involvement in the campaign using this hashtag. This helps to create a community within the brand and also helps the brand to measure the interest in the campaign before maybe creating an event relating to women’s sports.
APP DESIGN:
For my app, I began by designing the sign in page. Because I wanted to make my app into a prototype, I wanted to show how exactly the user would navigate the app.
From order of left to right, I have shown the order in which the app will be navigated.
Firstly, the user will have to sign in or create an account. The main reason for creating an account is so the app can be customisable and provide the necessary/relevant information for the individual users needs, for example, the user will pick their chosen sport, and them be taken their home page, where they can access and new their personal progress and achievements and workouts. They can also view discussions, news and events, which is a community tab, where users can speak about tips and tricks, meet other women in their local area to train with and view local sporting events. I felt this was important to add as the Gen Z audience have a need to feel part of a community.
Next, the user can view different workouts, which will include written plans, videos, and podcasts, all made/written by successful sportswomen, in this case, I have chosen Ellie Simmonds.
When the user taps on the menu icon, they can view shortcuts, Adidas products and customise their profile and settings.
App Prototype Video:
In the video above, I made an interactive prototype and show how the app will work and how it will be used. The app includes the pages I have shown above, a main menu, a page to pick your interested sport, and home page, workout page, podcasts and menu. I have also added a shopping tab, which includes exclusive Adidas swimwear made in partnership with Ellie Simmons and an app exclusive – waterproof earphones which work on a Bluetooth rage of up to 60 metres. An olympic sized swimming pool in 50metres, so the swimmer can leave their phone at the side of the pool which being able to listen to music or podcasts which training. As a competitive swimmer myself, I would personally have loved something like this while training.
Nadya Cheetham 