Nadya Cheetham

BT and Cake

Courtney, Nadya and Samuels

Brief

Leverage Bt’s role as lead sponsor of England football to make football viewing and culture more inclusive, shining a light on disability football during Euro 2020(1).

Our Response

Disability Football – The Experience

What is your ~~dis~~ability?

Discover the world of disability football by playing against other players with immersive VR and Motion Sensor technology.

Research

The following four elements have been the back bone and main inspirations of our idea. This research gave us the idea of merging the world of football and technology together to shine a light on disability football.

Football Viewing:

Technology has given football fans multiple ways to watch live games and keep track of live scores and fixtures, as well as improved quality. With so many ways to watch football (live, catch up, Tv, Mobile, Tablet, Laptop, Internet), it has become more accessible to everyone. More platforms and technology also means more accessible coverage of lesser viewed matches, such as disability and women’s football.

Safer Football:

Flaxta are improving shinguard protection and are innovating headbands that can measure the impact of headers. Technology like this can not only improve players’ game play, but can help make football safer.

Xampion trackers monitor errors in players game play, making injury and risks more recognisable and correctable, therefore helping to prevent injuries. Coaches can use these to better analyse how players are utilising their skills and monitor players speed, passing and even what part of the boot is being used to touch the ball.

Fifa:

Fifa has become extremely popular over the years, making this a perfect example and inspiration for our idea. It has brought the world of football and gaming together. With realistic game play, countless game play features and hyper realistic graphics, Fifa has become the ultimate football video game. The FIFA series has been produced by EA SPORTS for over 20 years, and is now the largest sports video game franchise in the world. FIFA brings the world of football to life, letting you play with the biggest leagues, clubs, and players in world football, all with incredible detail and realism.

BT:

To help us learn more about disability football, we had a look at the BT Sports website. On there we found lots of information about different kinds of disability football, rule changes, how it works, and what BT has already done for disability football.

We looked at BT’s 4-3-3 Strategy is a series of projects and initiatives that combine BT’s technology and innovation. The core ambition is to support and improve the lives of football players, coaches and fans across the UK.

We also discovered an existing hashtag created by BT, #DiscoverDisabilityFootball. This hashtag only consists of 4 posts, which gave us the idea to build upon this in our campaign. We decided to use this existing hashtag and involved celebrity endorsement to bring more attention to the campaign.

Final idea

Disability Football – The Experience

A series of pop ups in each Home Nation. Discover the world of disability football by playing against other players with immersive VR and Motion Sensor technology.

The Tech:

We chose virtual reality technology as it’s something that relatively new and not many people have had the chance to experience yet. The fun and interactive approach of this technology appeals to people of all ages and genders. While we understand that we cannot perfectly simulate disability football, Motion Sensor technology allows participants to experience physical disability in a realistic and effective way. This technology will allow us to monitor the use of body parts, a feature necessary for the experience. Using VR and Motion Sensor technology means that people of all ages, genders, abilities and social, economic backgrounds can experience the world of football in a new and immersive way.

Game play example and how it works:

The VR headset will display realistic, high definition graphics to make the experience as real as possible. The motion sensors are vital to the game as they will monitor movement.

At the Beginning of the game, the player is appointed a physical disability. A list of rule changes according to the disability set will appear and motion sensors will be placed on the player to monitor the use and movement of specific body parts. Points will be deducted and yellow/red cards given for rule breaking and any use/movement of the area with the disability.

Example:

Visuals and Social Media Campaign

Moodboard:

In our mood board we looked at existing marketing and visuals of the four Home Nations, BT Sports, the Premier League and Fifa, who are all the main associations with football. From this, we created a colour pallet to follow, and came up with a few ideas.

We experimented a bit with some ideas, following the colour pallet we created, however felt that our visuals were not bold enough or help with our tone of voice. After going back and forth through ideas, we thought about creating a glitch effect, to represent technology, and the idea of loosing your usual abilities (a glitch in your left leg).

Using famous faces:

One team captain from each Home Nation team will be our celebrity endorsements. These captains are well known in the football community, and already have a large following, so why not make use of this and make them the main faces of our campaign?

Social Media:

Below are examples of how we will use each captain from the Home Nations in advertisements. One professional football player from each Home Nation will post an advertisement of themselves wearing VR headsets on their owned social media accounts. These will also be posted on existing BT Sports social media accounts, as well as the @df_theexperience Instagram account.

The out of home examples put together by Courtney, featuring separate visual/artwork by Samuels.

Reflection

Contributions:

Courtney: Research and Ideas/planning, Out of Home visual

Nadya: Research and ideas, Deck design and deck content, Visuals and marketing

Samuels: Out of home poster

Overall, I am happy with the final outcome of this project and enjoyed the process. Me and Courtney worked well together and communicated effectively. Samuels didn’t communicate much or involve himself in the project despite me and Courtney asking for help, ideas and suggestions. A day or two before the deadline of this brief, Samuels asked to change the direction of the project, which unfortunately we had to disagree to due to all visuals and deck being almost complete. At the start of this project, we set up a WhatsApp group chat, which all members had access to. I created a google doc for everyone to put down their own research and ideas, and the team agreed to join together to go through them all and come up with an idea together. After a few days, I noticed that Samuels had not contributed any research, ideas or planning onto the document so me and Courtney decided to go ahead with an idea. The evening before the deadline, Samuels added his own idea to the document and made his own poster. In order to include some of his work, Courtney used his artwork to create an example of out of home advertising.

Pitching

Before our pitch to the client, I sent the final deck to all team members. In the group chat, we discussed who would be reading which slides and in what order. Samuels expressed that he didn’t want to speak because he “wasn’t included in the project”, despite several updates a day from me and Courtney, and having access to Live documents and a live deck. On the morning of the pitch, he claimed to not understand the idea at all, and asked me to explain everything. I wouldn’t have minded doing this, however had he just read through the shared documents and the deck, all would have made sense.

When it was time to present, Courtney was not present, however she did console in me and explained why the night before, so this was expected. When it was Samuels turn to speak, he didn’t say anything and there was long pauses , so I stepped in as I felt it would look unprofessional to sit in silence.

I found this situation very difficult to deal with, and felt frustrated between trying to make another member feel included when they didn’t show any interest, and do the work to a good standard and on time. I tried to explain to the best of my ability to Samuels, that we liked his idea however it was too close to the submission and pitch to change things.

When faced with a similar situation in the future, I will keep reminding other members in the group chat of what needs to be done, and will encourage them more to participate. I will message them privately to see if they are okay and understand the brief.

Kingston Libraries

Brief:

To create a unique experience that engages with different audiences and attracts people to the Kingston libraries, with the aim of introducing reading and libraries to new and diverse audiences, inspire people and increase the universal engagement with reading.

Aims

To inspire people who are not regular readers to read;
Increase universal engagement with reading especially during the COVID-19 pandemic;
To tempt existing readers to try something new;
Reach a new, diverse audience, particularly in areas of deprivation, BAME communities and rural localities.

Our budget is a £1000 grant to commission a project working with local artists and institutions.

Our end goal is to break the traditional expectations of a library and bring a new and immersive experience.

MY CONTRIBUTION

Research:

To begin research, I looked into effective brands, and compiled a list of strategies they use to be so successful.

Selling Experiences:

Apple: Advertisements are built around selfies, traveling and photos with friends. Apple focus on the feeling and emotions their products can make their audience feel, it’s not just a phone, iPhones can help you connect to the world, have fun and be happy.

How can we apply this to our brief?

Advertising on social media should be around the experience a book can give. It’s not just a book, it’s a story which the reader can use to immerse themselves into another world.

Trust and Reliability

Amazon Prime: Guaranteed next day delivery of most items. We like the security and convenience of ordering things last minute and knowing you will receive your item within 24 hours.

Apple: online live chat service: Contact a professional via live chat for any technical issues or queries. Practical, effective and reliable for the customer

How can we apply this?

Live chats on website where users can speak directly to professionals who know about a certain genre – If someone is looking for a reference book on WW1, they can speak to a historian who will recommend books.

Continuous improvements of products and services

Apple: Frequent updates on current devices and new models being released more regularly than competitors such as Samsung.

Lakeland: 3 year Guarantee on all products – reassuring that your purchase at Lakeland is of high quality and reliable.

How can we apply this?

Zoom chats with authors, turnover of books, online book clubs – ask for feedback and encourage people tpo review books and tag on social media using an exclusive hashtag.

Brand Loyalty

Apple: Apple products are more effective and easier to use with other Apple products. iMessage, The Cloud, pairing devices, Apple has created their own community.

An apple user is very unlikely to switch to Android. Why?

Because of brand loyalty. Apple’s advertising and almost perfect pairing between all Apple devices, makes people realise how much comfort and ease they might lose by switching. The fact that Apple pairs and works best with other Apple products keeps their market engaged and loyal to the brand.

How can we apply this?

Online chat rooms, zoom meetings for book clubs. Also a strong and consistent social media presence.

Organisation:

Before we appointed a Project Manager to deal with organisation, I took the lead in organising group calls, initial ideas, plans and next steps to take.

Scheduling meetings/group calls: At the beginning of this project, there was a lot of uncertainty, miscommunication and a general lack of organisation. I took the lead of scheduling group calls, suggesting a date, time and platform that all team members had access to.

Choosing a Project Manager: Mid project, I felt that we were not moving and progressing as fast as we should have been, and felt it necessary to have a discussion on who should be project manager, and discuss the distribution of job roles. This was a tricky topic as people felt unsure of what exactly was expected of them if they took the responsibility as Project Manager. To solve this, I created a list of the most important characteristics and attributes of a PM and asked each member of the group to highlight their strong points.

The list I came up with was the following:

Effective communication skills
Ability to listen to others/open-minded to suggestions, criticism and ideas
Effective time management skills
Strong leadership skills
Works well under pressure
Delegation of responsibilities

Whilst we didn’t expect our project manager to have all these skills, we felt it important to see who was most comfortable in this position. All team members circled the skills in the list they felt they had, and from there, we, as a group, felt that Mamour was best suited for the role.

Helping other team mates

Our team had a majority of international students, some of which openly explained that they were concerned about their English and expressed concerns of having to write documents. During the course of this project, I tried to help some team members who approached me and asked me to read their documents and give them feedback, suggestions and correct any spelling or grammar. This process made the team comfortable and brought more confidence to some members who were a little worried to begin with.

Updating the group of feedback, taking notes during pitches: During pitches, I took notes of the feedback given by Lecturers and the Client. I would share these with the team to keep everyone updated and highlight our next steps and what we needed to improve and work on.

Evidence of the above points:

Ideas:

Event Idea

My event idea was to bring books to life through a virtual reality experience. My idea was inspired by real events that have managed to bring fairy tails into the real world, such as Harry Potter World.

Although this wasn’t chosen by the group as our final idea, it laid the foundations and gave us a good starting block to develop. From my idea, we worked together to develop it further and create something bigger and better. My idea also brought forward the importance of the 100 Novels Campaign, as most of the group had originally discarded that as unimportant.

The feedback given by Nat and our lecturers gave us further improvements and suggestions, which eventually developed into a new idea, The Nighttime Library.

Drink Along book club

During late February, we began focusing on our individual roles, and during the beginning of the visual identity process, I felt that something was missing from our idea. While I was attempting to create initial ideas for the visual identity, I realised it was more than just making pretty posters and effective marketing. We were creating a visual identity without a physical space, so I asked myself,

How do we create ambiance and bring the aesthetic of the event into the audiences’ personal space?

How can we set the mood and bring our desired visual identity and tone of voice to the audience without a physical space? This is when I came up with a cook-along inspired session. The idea was to choose an iconic food or drink from that week’s chosen book/novel, and host a cook along that the audience can enjoy during the storytelling. The cook-along would take place at the beginning of each storytelling event, which I felt would add some structure and act as an ice breaker between the audience members.

This idea would not only add structure to the events, but would also help set the tone of voice and ambiance for the rest of the event. Initially, my team mates didn’t seem very optimistic about this idea, however once I had pitched the idea in class, the feedback from lecturers and Nat was well received and our group ended up using and building upon this.

Marketing campaign idea:

Further into the project, I thought about marketing plans and how we could promote the event and create a hype and earned media.

Personal Reflection

At the beginning of the project, before we elected a Project Manager, I feel that I took the lead roll. I was organising our team calls, highlighting and updating the group of where we were at in the project, and what needed to be done next. I was the main speaker during our pitches with the client and lecturers, and in some cases, the only speaker as others either didn’t attend or were not responsive.

Towards the end of the project, I became absent for a few weeks due to illness and personal circumstances. I did my best to keep myself up to date on the progress of the project and completed any work the team asked me to complete.

Overall, I feel that I worked effectively and had good communication skills during most of the course of this project. Admittedly, I think I could have been more involved and kept more communication during the end of the project, and this is something I will keep in mind for the future.

Team Reflection

Overall I feel that most people in the group did their fair share of work, and the work was evenly distributed. For most of the project, I feel that the group communicated well, with only a few exceptions. Most of us managed to attend meetings and I feel that the work was distributed evenly.

During the middle of the project, I feel that we began to to have a few disagreements and as a team, didn’t listen to eahother well. One team member in particular, I found to be quite rude to others, disregarding the ideas and thoughts of others, or passing them off as their own, quite happily taking credit for work they did not do. In addition, this person was quite controlling of other team members’ job rolls, and would take over and do it themselves, claiming that others didn’t do their job. After a while, me and another team member decided to take a few steps back and distance ourselves from the project and let things run their course, while continuing to do any work we were specifically asked to do. I feel that this experience will help me in future while working on team projects, as I now have the knowledge to deal with these situations effectively.

Overall, we completed the project to a good standard and on time. I think we are all proud of our final outcome and feel confident with our ideas. I do however, think better communication was needed, and in the future, I intend to call out the behaviour stated above and deal with it effectively, rather than distance myself from the project.

Hot Bananas

Brief and Challenge

The Creative and Cultural Industries at KSA have began to develop a new weekly talk show streaming on Teams and Spacial. “Hot Bananas” is hosted by Rina Atienza and each episode features two industry professionals as guests. In each episode, three items are presented by each guest and Rina, who show, tell and discuss the history and context of their chosen objects they feel represents that weeks topic.

“Potassium Rich, Energy Providing, Portable, Hunger Busting…”

Our creative challenge is to build a visual identity for Hot Bananas. We will also consider the production, format, music and brand values. Our aim is to present a strong visual concept to bring more attention to Hot Bananas and increase the viewing and interest, particularly from students at KSA.

Our Creative Response

From watching previous episodes of Hot Bananas, we were able to identify the brands tone of voice and values. The show was upbeat, lively and stimulating. The guests and Rina convey a strong sense of passion and intellect, which we have identified as the brand values.

From this, we wanted to create a unique brand identity for Hot Bananas. Our initial thoughts were bright, bold colours and modern typography and designs to represent the audience of the show.

We began with creating a mood-board to kick-start our ideas:

From our mood board, we both decided on a font and colour palette to follow as creative guidelines for our visuals. We then went to generate some ideas separately with the intension of coming back together to present and discuss them with each other.

My initial ideas and development:

My first ideas were quite simple and minimalistic. Me and Sophie both agreed that these ideas were too plain and unexciting. We both felt that a banana on it’s own wasn’t enough and didn’t convey the brand values of Hot Bananas.

Episode exclusive chilli banana

We decided to take a closer look at the CCI logo, as it is currently the main visual Hot Bananas uses. We thought about possible add-ons to the logo and the possibility of customising them for each episode theme. This adds some exclusivity to each episode.

A Social Space for Hot Bananas

To make the most out of the episode exclusive chilli banana, and keep it relevant, we decided the logos could be posted on owned social media accounts as teasers. The audience can guess the next theme based off what the chilli banana is doing or wearing, creating a small buzz within the following.

Having a social presence is vital for any brand. It is the key to engaging with the audience and gaining following and attention.

An owned Instagram account for Hot Bananas will include teasers as well as story highlights which include “watch”, “about” and guest profiles. Guest profiles are nice for the viewers to read and feel more connected to the people in the episodes, as well as give appreciation to the guests that take part. An exclusive Hot Bananas hashtag is a useful way to create a sense of community and get users involved.

An official Hot Bananas Facebook group is also a good tool to use to create a community within Hot Bananas. It is a unique space where users can discuss Hot Bananas and even give suggestions on upcoming show topics.

We also wanted to make the most of existing Kingston University media accounts. Advertisements and teasers for Hot Bananas will appear on the CCI, KSA and KU Instagram accounts, increasing viewings and hopefully audience.

Podcasts:

Clapton CFC Live Brief

Problem:

There is a significant difference in the following between Clapton CFC’s men’s and women’s team.

Aim:

The aim of this brief is to grow the attendance, following and diversity of the Clapton women’s team.

To begin with, I created a survey so we could gather accurate and honest data and opinions on women’s football.

Our survey results showed that very few people are interested in women’s football due to having the opinion that women’s matches and play are of a poorer quality than men’s matches. This information was beneficial to our research as we gained a better understanding of what people think.

75% of participants believed that sexism surrounds women’s football, with few people saying they don’t believe in sexism towards women’s teams and others saying they were unsure.

There was however, a gender bias in our survey as 76% of respondents were female.

Below is an infographic of our survey results.

We then decided to split the brief into three steps. Step one is about attracting a diverse audience with the club’s values. Step two, creating a community within the audience, fans and players. Our end goal is to have consistent and returning fans of over 200 people outside of the Clapton CFC white bubble.

The growth of the club has been amazing so far, driven mainly by the enthusiasm of current supporters for the club and its engagement with the local community.

Step One:

Step one is about attracting a diverse audience with Clapton CFC’s values. We will achieve this by creating a monthly program highlighting causes chosen by the Newham public. This idea is cost effective and will bring the community together through a good cause.

Why Newham?

We feel this is an especially important direction to take, because it’s the club’s own declared goal with the final ownership of Old Spotted Dog (to build lasting links with the local community) and was partly how the Clapton Ultras, back in 2012 were able to connect with the local community and revive the crowds for their games.

We’re also not building from scratch, but a substantial foundation: With the repossession being backed by local MP, councillors and the Newham mayor, the club has been praised to have “a powerful connection to the communities in East London through your support of charities and causes” and welcomed back “to bring the the beautiful game to new and diverse audiences in Newham”

We will be involving the Newham public by letting them choose what organisation and/or cause they want to see highlighted by the club. This will be distributed through Newham community channels, library channels, partnering with schools and local figures to promote and share. This will be directly reaching out to marginalised groups such as BAME and LGBTQ+. Activities can also be organised to bring together the community each month. An example of this could be a competition to design patches to sell, raising awareness about organisations.

Step Two:

Converting people into fans by creating a connection between the community and players.

This will be done through social media strategies such as personal player profiles and a collection of resources for women in football. These resources can include similar links and information to those available on the WIF (Women In Football Website), as sown below.

Solution

The above quote has been taken from our survey. We have focused on this as we feel it is the main problem stopping a growth in audience. To solve this, we will focus on the similarities of the men and women’s team, and show that good, high quality football has no gender.

We will achieve the above points though an online talk show, “Off The Pitch”.

Off The Pitch will be a live stream talk show, with hosts being Clapton’s men and women’s teams, including live fan participation.

The show will be based around match reviews, upcoming fixtures and discussions between Clapton’s male and female teams. In addition, there will be fan Q&A’s and live quizzes to engage fans with both teams. Fans can win prizes through the quizzes such as match tickets or club merchandise.

Live streaming will take place on Twitter.

Our inspiration for Off The Pitch came from Match Of The Day and The Last Leg. We have taken the idea of reviews of recent matches and added in the humour and light hearted commentary and discussion of The Last Leg.

We believe Off The Pitch will be an effective way to create a community within Clapton CFC. The humorous approach will be enjoyable for both players and the audience, while being focused on Clapton’s male and female teams. The free nature of this live stream will also attract a wider audience and will help people keep engaged with the club through Covid-19.

Review of project:

Overall, me and my partner Lien worked well and effectively together. We kept in regular contact through calls and live documents so we could work together in real time.

To improve this project, I believe more visuals and/or prototypes would be effective in communicating our idea better.

Sell A Pencil

This task is to create a maximum 60 second live action advertisement for a pencil.

Brainstorm:

Ideas:

“It’s not the size, it’s how you use it” -old, scruffy, broken pencils are just as good as shiny new ones
Pencils allow mistakes -pencils can be rubbed out
What you can use a pencil for (stir your tea, chew on the en, tent pegs etc.)
The life of a pencil -from being unwrapped to being chewed, broken and thrown away

Final Idea

My advertisement is based around the fact that pencils allow mistakes. Mistakes are a vital part of success. All brilliant ideas take refining and a bit of chaos. My advertisement takes the audience through a chefs messy and chaotic journey to create the perfect brownie recipe. With a pencil, the chef was able to change the measurements and improve the recipe.

This idea was inspired by my younger sister, who is a chef apprentice at a hotel and restaurant. I frequently see her scribbling down ingredient lists and methods, and she turns the kitchen upside down while experimenting with recipes.

Video:

https://www.youtube.com/watch?v=fMAy1Hl8GFY

Reflection: Overall, I am happy with my advertisement. I think my idea that pencils allow mistakes could have been a little more clear in the video however I feel that I did my best with the resources I had and the time given to create this project.

Marketing Plan and Prototypes

Shimaa Almotowakel | Nadya Cheetham | Courtney Mehmet | Sam Ismaeel

The Walt Disney (Disney) brief has asked us to create an evocative, hyper-relevant brand building campaign around the 100th Anniversary that will make young adults into lifelong Disney fans. Focusing on turning well-loved 90s and 00s nostalgia into hyper relevancy for 2023.

The challenges that we face is to tackle two generations Gen Z & Millennials (16-30) with a focus on three different continents: Europe, Africa, and the Middle-East. We have conducted research into each generations Gen Z and Millennials, and studied their media consumption especially during the age of the pandemic. In order to focus on the wants & needs of our audience, we created two surveys that were completed by people in all three continents to fully understand how they feel towards Disney, how much Disney meant to them and what they considered to be nostalgic. We also created three different personas and behaviour types from three different continents to understand fully the wants, needs, and frustrations of the consumers.

We plan to reach our target audience through consumer-based value propositions, engaging with the audience by infiltrating Disney into social media platforms that are popular within these generations such as Instagram, TikTok, and Youtube, and generally aiming to change the mindset of those who have the misconception that Disney doesn’t include or is for young adults. The way that we plan to tackle this challenge is to reference the marketing objectives for Disney such as be international, be authentic and be diverse which suggests the deeply rooted values of Disney. To understand how we can apply these we must first understand what truly unites people together who have a common interest of Disney, and the emotional feelings brought by memories already suggests that this brand is nostalgic and meaningful to those who have grown up with it.

Marketing Objectives:

Specific:

To turn well-loved 90’s and 00’s Disney nostalgia into outdoor Disney Cinemas within 16-30 year old’s in Europe, the Middle East and Africa.

Measurable:

Amplifying the reach on socials using the hashtags #DisneyBinge #DisneyCinema as well as increased numbers of subscriptions and ticket sales.

Achievable:

An already well-established brand with a large following and variety of owned media. With a pre-existing community, our aims have been made more achievable.

Realistic:

An outdoor cinema is a cheaper alternative to an indoor space. With land renting expenses, projectors/screens and Disney themed kiosks, money will come back through ticket sales and increased Disney Plus subscriptions.

Timely:

A drive in/outdoor cinema reflects nostalgia from before our time and is a fun activity to do when you’re young with friends and family. We believe these events will make Disney more relevant to the lives of the adults today. We want to show that Disney can still hold an important part of adults lives and help make memories in the present and not just the past. In regards to the timeframe, there is enough time to organise several outdoor cinemas as well as the Disney Binge reward scheme.

Media Objectives:

Specific:

Advertise the Disney reward binge watching scheme and the disney Cinema.

Measurable:

Measure amount of likes/views/shares, event signups and Disney Plus subscriptions.

Achievable:

Disney has a large social media following and a large fan base. The news would spread quickly and keep fans engaged.

Realistic:

Realistically we would like to reach over 1mil likes, 100k shares and 50mil views. This estimate is based from the numbers from Disney’s social media platforms.

Timely:

We will be releasing the different stages of the campaign across a few weeks in the months leading up to Disney’s 100th anniversary. We don not want to give the surprise of the cinema away too fast to allow people to get tickets but also do not want to ruin a surprise. The binge watching reward scheme will be released first. Disney Plus subscribers will get the information first. The media objectives can be completed in the time given time frames.

Tactics:

Paid Media:

We will be using paid media to advertise binge watching rewards on Disney+ through social media platforms including Instagram, Snapchat, Facebook, Tik Tok and YouTube.
Posters with 90s-00s reference.

Owned Media:

Social media platforms
Disney website
Disney +
Videos released/ teaser of 100th Disney+ feature
Disney Songs
Series/ Films/ Animations
Ability to use old footage/scenes from their own films
Disney charm

Earned Media:

People sharing the fun on their socials.
Filters
Tik Toks
Word of mouth
Mentions/ Hashtags (#DisneyBinge, #DisneyCinema)

Phasing Plan:

Social Media Plan:

Creative Response:

The idea is to create a drive-in Disney Cinema in multiple locations across Europe, the Middle East and Africa that will showcase 90’s Disney Movies that our targeted audience would have grown up with. We will be advertising the Disney Cinema with a Disney Binge watching reward scheme.

We will use paid media to advertise the binge watching rewards scheme on Disney+ through social media platforms including Instagram, Snapchat, Facebook, Tik Tok and YouTube. These rewards consist of unlocking exclusive Disney filters (Disney characters/advertising for the Disney Cinema) and exclusive Disney+ icons, sneak peeks of not seen before footage, throwback videos, discounts for the Disney store ranging from 5% to 25% off and lastly, VIP Tickets to the Disney Cinema. These rewards will be accessible to 16-30 year olds with Disney+ who watch at least 5-10 hours a week. Disney+ will be able to monitor ages and screen time effectively and reward on a ‘luck’ basis.

The research showed that our target audience are avid binge watchers and love Disney, our idea of a Disney Plus binge watching reward scheme this solves the problem Disney have with appealing to that generation as it is an activity that they already partake in. The objectives of the Disney Cinema also solve Disney’s challenge of creating something that will celebrate their 100th anniversary and appeal to ages 16 – 30 from Europe, the Middle East and Africa because it creates new memories of Disney for an older generation that relies on nostalgia to keep Disney important and relevant to them. Our marketing tactics using paid media, owned media and earned media through using Disney Plus and Social Networking platforms solves the problem of reaching our targeting audience as these are the platforms that are most popular with the targeted age range.

Analysis Methods:

Our customers are those who liked Disney as children, but don’t feel that Disney is part of, or necessary in their adult life. To appeal to these potential customers, our campaign will play on their need to relate back to their childhood, giving the consumer the comforting feeling of nostalgia.

Our brand awareness will be measured by how many people have viewed and clicked on our paid social media advertisements and the use of the exclusive hashtags as well as the traffic flow and following on owned media accounts.
Sign-ups will be measured by confirmation emails/texts and the amount of people who begin to binge-watch to get the rewards offered.
Online ticket sales will be monitored to measure event attendance. In addition, interest in the event will be monitored based on how many people save or bookmark the event on social media platforms. Customers who have already displayed an interest in the brand and event will receive push notifications when signed up through text, email, Facebook, and Instagram to remind them of low/limited ticket numbers available.
We will keep count of the volume of tickets being sold for Disney Cinema and the amount of profit made from ticket purchases and Disney+ subscriptions in specific areas to measure our sales metrics.
Social metrics will be measured by the amount of views on adverts which will displayed on YouTube, Instagram, Facebook, Tik Tok and snapchat. Instagram reach will be measured by the use and views of the exclusive hashtags and new followings. Other methods we will use to measure social metrics include email sign-ups and new Disney+ accounts and registration, as well as the amount of clicks to the campaign landing page.

Budget- 100K-1m

Costs: Ads, land rental, food and drink, electric and water bills and merchandise.

ROI is important to measure the amount of profit on an investment. With a pop-up cinema, we have kept costs lower than an indoor venue. Our costs will include, land rental, electricity bills, food and drink carts with Disney branding, seating, VIP seats, screens, projectors, staff such as security, film crew and food and ticket staff, speakers and special effect accessories such as 3D glasses and even headphones for people who speak different languages.

Personas:

Marketing Cycles:

Prototypes:

Instagram:

Youtube:

TikTok:

Facebook:

Customer Research Report

Courtney Mehmet | Nadya Cheetham

Disney has been an important part of millions of childhoods for decades. Many of us grew up watching Disney films and programs in the 90’s and early 2000’s, when television and films became more accessible to everyone. Our aim is to create a hyper-relevant brand that will be targeted at 16 – 30 year olds from Europe, Africa and the Middle East from all social economic backgrounds. We will turn 90’s and 00’s Disney nostalgia into a campaign that will have lifelong relevancy to the generation that has spending power. We researched the importance of Disney to our target audience’s childhoods and the importance Disney has to their lives now. We also researched the Disney brand from the 90’s to 00’s in order to gain a deeper understanding on how to engage our target audience by using nostalgia. To resolve the challenge we are appealing to the idea of nostalgia and the Social Media and binge watching generation. We will be focusing our campaign on rewarding binge watching by offering exclusive Disney filters, Disney+ icons, sneak peaks and Disney Store discounts. Disney filters would be posted across Social Media platforms such as Instagram, Snapchat, and Tik Tok this will all be a part of a campaign to promote a nostalgic Disney Pop Up Cinema for Disney’s 100^th anniversary.

Research

In order to understand how Disney is relevant to the lives of adults who grew up with Disney, we began our research by making a survey for our target market. There was a gender bias with the survey as 91% of respondents were female and only 9% were male. Most of the respondents were UK based but there were replies from people from around the world.

We are focusing on the Gen Z generation, who are heavily active on social media and streaming sites, so these platforms will be the most effective way of reaching this age group. 55% of our survey respondents are subscribed to Disney+ and the most common answer when asked why was that Disney brought back fond memories of the consumers childhood. The behaviour of this generation is that they consume information, brands and ideas through Social Media; YouTube, Instagram, Snapchat, Tik Tok being the most popular sites. They are also a generation that believes in instant gratification (receiving likes and reactions being the top reward) to solve this, our idea is to reward Disney+ users for something that they already do, binge watching. It has been reported by Statistica that a study held in 2019 showed that16-24 year olds are most likely to binge watch a show, with 82% reporting that they do it monthly.

Disney has relied on nostalgia for decades to appeal to its target audience by creating theme parks, live action shows and beautiful remakes of classic 90’s films. With crisp and realistic CGI in remakes, Disney have appealed to the tech obsessed Gen Z audience while keeping nostalgia. Disney is family based, which constantly ignites the passion of a new generation of fans as parents who were children in the 1990s take their own children to see the movies. In addition, Disney brings families together by many families having Disney movie nights and family holidays to the Disney Parks, which appeal to both the younger and older generations.

From our research we confirmed that Disney is still important and relevant to us in our adult lives due to the lessons it taught us as children, the nostalgic feeling it gives us and the fact that Disney is visual and available now to stream on demand. This research showed that even as adults we are able to engage the target audience with Disney as it still holds an important part of their life.

Personas

Problem

The problem that we are facing when appealing to our market is the misconception that Disney is just for children. We need to reach our audience on platforms that they use most, with rewards that cater to their consumer needs and show them that Disney is creating something specifically for them. Many people think that Disney is only important to them because of their childhoods. We need to show them how Disney can be relevant to them now and throughout their lives. We need to be able to use their nostalgia to show them how important Disney can be to them in the present and not just how important it was to them in their childhoods. To engage this generation, the approach needs to be media based, in order to reach them through Social Media and cater to their consumer needs. A big problem with this generation is the need to stand out and show on Social Media how fun and important their lives are, this is shown by exclusivity, something that they can show they have or an event that they attended that not everybody could have the chance to go to. They have a ‘Social Media’ ego, this is beneficial to a brand trying to engage them and why Pop Ups and exclusive events are so popular. They are also large consumers of products and we need to find a way to make them buy products without forcing ideas of consumerism and advertising products.

Objectives

Specific:

To turn well-loved 90’s and 00’s Disney nostalgia into outdoor Disney Cinemas within 16-30 year olds in Europe, the Middle East and Africa.

Measurable:

Amplifying the reach on socials using the hashtags #DisneyBinge #DisneyCinema as well as increased numbers of subscriptions and ticket sales.

Achievable:

An already well-established brand with a large following and variety of owned media. With a pre-existing community, our aims have been made more achievable.

Realistic:

Timely:

A drive in/outdoor cinema reflects nostalgia from before our time, and is a fun activity to do when you’re young with friends and family. We believe these events will make Disney more relevant to the lives of the adults today. We want to show that Disney can still hold an important part of adults lives and help make memories in the present and not just the past. In regards to the timeframe, there is enough time to organise several outdoor cinemas as well as the Disney Binge reward scheme.

Tactics

We will be using paid media to advertise binge watching rewards on Disney+ through social media platforms including Instagram, Snapchat, Facebook, Tik Tok and YouTube. These rewards consist of unlocking exclusive Disney filters (Disney characters/advertising for the Disney Cinema) and exclusive Disney+ icons, sneak peeks of not seen before footage, throwback videos, discounts for the Disney store ranging from 5% to 25% off and lastly, VIP Tickets to the Disney Cinema. These rewards will be accessible to 16-30 year olds with Disney+ who watch at least 5-10 hours a week. Disney+ will be able to monitor ages and screen time effectively and reward on a ‘luck’ basis.

We will make use of owned media to keep current fans interested by advertising Disney Cinema on Disney+ and all social media platforms. On our owned media platforms, we will upload short clips from nostalgic movies to spark an interest in Disney Cinema. We will also do weekly uploads of quotes and scenes from nostalgic Disney movies where our followers will have to guess which movie it is from or fill in the blank in the quote. Every week there will be a countdown video to the opening of Disney Cinema to spark excitement within the community.

To spread the word about Disney Cinema, we will rely on earned media as well as paid.

With the fun exclusives available, people will be sharing their rewards across all social media platforms and starting a trend by using exclusive Disney character filters and hashtags.

Measurement and effectiveness:

Our brand awareness will be measured by how many people have viewed and clicked on our paid social media advertisements and the use of the exclusive hashtags as well as the traffic flow and following on owned media accounts.

Sign-ups will be measured by confirmation emails/texts and the amount of people who begin to binge-watch to get the rewards offered.

Online ticket sales will be monitored to measure event attendance. In addition, interest in the event will be monitored based on how many people save or bookmark the event on social media platforms. Customers who have already displayed an interest in the brand and event will receive push notifications when signed up through text, email, Facebook, and Instagram to remind them of low/limited ticket numbers available.

We will keep count of the volume of tickets being sold for Disney Cinema and the amount of profit made from ticket purchases and Disney+ subscriptions in specific areas to measure our sales metrics.

Social metrics will be measured by the amount of views on adverts which will displayed on YouTube, Instagram, Facebook, Tik Tok and snapchat. Instagram reach will be measured by the use and views of the exclusive hashtags and new followings. Other methods we will use to measure social metrics include email sign-ups and new Disney+ accounts and registration, as well as the amount of clicks to the campaign landing page.

Return of Investment On Campaign

Budget- 100K-1m

Costs: Ads, land rental, food and drink, electric and water bills and merchandise.

Potential Implementation and Moving Forward

Our next steps to take this proposal forward would be to see how much interest is in this campaign idea. We can get an estimate of how many people would be interested in the event by doing surveys, given to our target market. To prompt people to take part, Disney can offer a 10% discount on the customers next months Disney+ subscription.

We aim to create a Minimum Viable Product which will be low cost and effective in reaching out to the audience. This will help us measure the reaction and interest in our campaign within our target market and allow us to test our idea with potential customers before committing a large budget to the product’s full development. It can help us see whether our idea and product is of interest to people and can help generate feedback that can help our future product development.

For our MVP, we feel a short advertisement video will be effective to gain knowledge on where to go next. This video will explain what our product is and what we are offering to customers. This will be effective to understand and measure the interest of the campaign and give us a better understanding of any changes and improvements that need to be made. The video will be uploaded to a landing page and social media platforms to monitor the amount of views and clicks on the ad.

Conclusion

The research showed that our target audience are avid binge watchers and love Disney, our idea of a Disney Plus binge watching reward scheme this solves the problem Disney have with appealing to that generation as it is an activity that they already partake in. The objectives of the Disney Cinema also solve Disney’s challenge of creating something that will celebrate their 100^th anniversary and appeal to ages 16 – 30 from Europe, the Middle East and Africa because it creates new memories of Disney for an older generation that relies on nostalgia to keep Disney important and relevant to them. Our marketing tactics using paid media, owned media and earned media through using Disney Plus and Social Networking platforms solves the problem of reaching our targeting audience as these are the platforms that are most popular with the targeted age range.

Disney Campaign Reflection

My campaign idea was built around well-loved 90’s and 00’s Disney nostalgia, and turning it into something more relevant. The insight for my campaign is that 16-30 year olds feel that childhood movies are not relevant to their lives now. To solve this, I have chosen to build my campaign around a series of outdoor, popup Disney Cinemas within Europe, the Middle East and Africa. Popup and outdoor cinemas reflect nostalgia from the 90’s, and is a fun activity to do when you’re young with friends and family. I believe that these events and marketing strategies will make Disney more relevant to the lives of adults today.

I chose to base my campaign around a pop up event as I felt it would appeal to the Gen Z target market. Gen Z customers value experiences as much as, if not more than physical items. They buy based on how a company make them feel, rather than solely for the item being sold. A popup cinema is beneficial to my campaign as they offer a unique brand experience. They are temporary which, for the audience, prompts them to take part as they are aware of the exclusivity and temporary nature of the event. The short lived nature of a popup event strikes a fear factor of missing out within the audience.

For the brand itself, pop ups are more convenient and cheaper than other spaces. Popups are more flexible and give the brand more control over time, place and space. They are also the ideal testing for a new campaign as they are low commitment and can be achieved without significant expense.

As for my marketing strategies, I used social media platforms to reach the target audience. Gen Z absorb most information online and on social media, which made TikTok and Instagram the ideal platforms to engage the audience. Rather than simply sell the event, I felt the target audience would respond more to something they can get involved in without having to spend money.

The TikTok and Instagram sing and dance along scheme is something I believe will be quite effective. It is something fun for all family and friends to do together and revisit fond memories these nostalgic Disney songs bring back. With the added bonus of being entered into a prize draw, the audience have nothing to lose by getting involved in the campaign. Audience involvement would be greatly beneficial to widening the audience for Disney. With people sharing their fun dance and sing along videos, and even prizes, other customers may feel that they are missing out by not being involved in the campaign.

The rewards for audience involvement on social media and exclusive #Disneycinema hashtag almost acts as a Minimum Viable Product. It is a low cost and effective way to reach out to the audience and helps measure the reaction and interest in the campaign within the target market. The use of the exclusive #Disneycinema hashtag allows us to test the idea with potential customers before committing a large budget to the product’s full development. It can help to see whether the idea and product is of interest to people and can help generate feedback that can help in future product development.

Disney 100th Anniversary Campaign

Disney has been an important part of millions of childhoods for decades. Many of us grew up watching Disney films and programs in the 90’s and early 00’s, when television and films became more accessible to everyone. The aim of this brief is to create a hyper-relevant brand that will be targeted at 16 – 30 year olds from Europe, Africa and the Middle East from all social economic backgrounds to celebrate Disney’s 100th anniversary.

AUDIENCE

The target market is 16-30 year olds, which fit into the Gen Z customer profile. To engage this generation, the approach of my campaign needed to be media based, as this generation absorb most media through social media platforms and will be the most effective way to cater to their consumer needs. A big problem with this generation is the need to stand out and show on Social Media how fun and important their lives are, this is shown by exclusivity, something that they can show they have or an event that they attended that not everybody could have the chance to go to. They have a ‘Social Media’ ego, which is beneficial to the brand trying to engage them and why Pop Ups and exclusive events are so popular. They are also large consumers of products and I need to find a way to make them buy products without forcing ideas of consumerism and advertising products.

PROBLEM

The challenge is that the target audience feels that Disney is not relevant to their lives now. I need to reach the audience on platforms that they use most, with rewards that cater to their consumer needs and show them that Disney is creating something specifically for them.

To resolve the challenge, I am appealing to the idea of nostalgia and the Social Media generation.

I aim to turn 90’s and 00’s Disney nostalgia into a campaign that will have lifelong relevancy to the generation that has spending power. I will be focusing my campaign on a series of nostalgic Disney popup Cinemas, appearing in parts of Europe, the Middle East and Africa.

INSIGHT AND IDEA

The insight for my campaign is that 16-30 year olds feel that childhood movies are not relevant to their lives now. To solve this, Disney will introduce Disney Cinema.

The idea of Disney Cinema is to relive the happiness of childhood memories by nostalgia, with an exclusive event available for those who participate in the campaign. The campaign will turn well-loved 90’s and 00’s Disney nostalgia into outdoor/popup Disney Cinemas in Europe, the Middle East and Africa. We will amplify the reach on socials using exclusive #DisneyCinema hashtag.

An outdoor cinema reflects nostalgia from the 90’s and is a fun activity to do when you’re young with friends and family. I believe these events will make Disney more relevant to the lives of the adults today. The campaign will show that Disney can still hold an important part of adults lives and help make memories in the present and not just the past.

VISUAL CONCEPT AND TAGLINE

My tagline is “Relive the magic”, which is short, memorable and communicates the intent of the brands campaign. For my visual concept, I will use a blue, purple and pink colour scheme with golden text and details. These are the traditional colours of Disney, so the audience will make an instant connection to the brand, even without the presents of the Disney Logo. This will also help build brand recognition. Golden text and details adds a feel of excitement; something special and high quality, which are the values of the Disney brand.

DIGITAL EXECUTIONS

The campaign idea is to offer exclusive rewards and prize draws to participants who post a dance/sing along video to nostalgic Disney songs using the #disneycinema hashtag on Instagram and TikTok.

Paid media:

My digital executions include paid advertisements on social media platforms such as Facebook and Instagram. I created two examples of what these advertisements will be like, designing both still and video ads.

Below are examples of paid media on TikTok. Audience members who participate in the campaign will be in the chance to win rewards and will be entered into a prize draw when they post a dace or sing-along video the exclusive #DisneyCinema hashtag.

Paid media will also include advertisements on Facebook (bottom left) and Instagram (bottom right). When the user clicks on the ad or “learn more”, they will be directed to Disney Cinema’s owned social media account, where they will find more information on the campaign and how to get involved.

Owned media:

Owned media is also necessary to keep current Disney fans engaged and involved in the campaign, to achieve this, I created a prototype of Disney’s Instagram page, which includes throwback videos, quizzes and countdowns to the opening of the first Disney Cinema popup. Owned media on Instagram is vital for brand recognition, and helps with earned media. By offering exclusive rewards to customers who participate in the campaign, people will be sharing their prizes using the hashtags #Disneycinema and #Disney100th.

Below is a prototype of Disney Cinema’s owned Instagram account.

In addition, customers can upload videos on Tik Tok singing and dancing along to nostalgic Disney Classics. Those who do this and use the exclusive hashtags will be entered into a prize draw, with the chance to win VIP seats for their family and friends for Disney Cinema. Below are examples of audience involvement in the campaign on TikTok and Instagram.

PHYSICAL EXECUTIONS

My physical executions include advertisements in tube stations, bus stops and other high profile places where people are likely to commute.

Digital billboards: Advertisements will appear on digital billboards in city centres, high streets, bus stops and other high profile areas.

Transport: During commuting, people are less likely to be on their phones, especially while on the underground as there is no wifi or data available. This means people are more likely to absorb their surroundings.

PROMOTIONAL VIDEO

My promotional video will mostly be featured on social media platforms such as Facebook and Instagram as paid advertisements. Due to the platforms in which this promotional video will be displayed, the video had to be short to engage the audience immediately to stop them scrolling past. I have took into consideration the dimensions of the advertisement and adjusted accordingly to the social media platform and phone viewing.

ADIDAS – HERE TO CREATE CHANGE

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:

Video Link: https://youtu.be/Pb335pX1L78

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.