Andy Maxwell came in yesterday to do a talk for the 2nd time in as many weeks, he spoke about how integrated marketing is the secret to success. This was very different from any lesson or project we have had on the course before, the majority of the course relates to being creative and spewing out ideas. so it was very interesting to learn about the theory side.
people buy benefits i.e not a washing machine but clean clothes.
he provided us with many helpful tips and structures to help you to keep reined in and remember the key point - SELL.
as a student it sounds silly but you often forget that the outcome of what you are doing needs to sell products.
people often now try to be groundbreaking, wild and basically just think of the awards, but what is the point in the awards if you don't fulfil your brief?
he also spoke to us about writing a great creative brief and weaved into that was how to reach the benefit.
a feature is a means to an end, the end is the benefit.
start with the product truth, then the product benefit and finally the customer benefit.
this tells you a little bit more about Andy.
http://www.intelligent-marketing.com/im-different/our-people/bobby-lane/
Posted by Jess
Friday, 13 November 2009
Monday, 2 November 2009
Hopscotch
We were set a brief by Dare digitals Dip and Rob a few weeks ago, basically to get famous or to get noticed by an ad agency and this is what we did.
We worked with Alex Marking and Dan Pape on this one.
We found it a bit of a learning experience as well, as our hopscotch was soon posted all over twitter and flicker, we realised how powerful social networking can be and how you can make it work for you.
We came 2nd to Charlie, Peter and Shibbly who went on a little trip (the video at the bottom).
As a result we were invited back for a meeting and have since been set a new brief to see if we are right for a placement at the agency, to be presented at the end of this week.
posted by Jess
We worked with Alex Marking and Dan Pape on this one.
We found it a bit of a learning experience as well, as our hopscotch was soon posted all over twitter and flicker, we realised how powerful social networking can be and how you can make it work for you.
We came 2nd to Charlie, Peter and Shibbly who went on a little trip (the video at the bottom).
As a result we were invited back for a meeting and have since been set a new brief to see if we are right for a placement at the agency, to be presented at the end of this week.
posted by Jess
Steve Henry briefs.
a few weeks ago SH came and briefed us at uni explaining his new concept.
for the 1st brief we had to come up with an interesting concept for either Dulux or Youngs.
We choose Dulux, we also worked with our friend Hannah on this brief.
Our idea:
Dulux
Idea – Expose the brand to a new demographic
How – An organisation/charity which brings young people together in a productive and creative way.
Dulux would sponsor or create an rrganisation/charity to bring youths together in a Street Art club. This will not only give them something constructive to do with their time (as we all know, the under 18's have very little on offer for them), but it will teach them a new skill, possibly help them to choose to go to higher education to study Art and Design or to go into a career in Art and Design.
It could be a club held in schools, in which case Dulux could donate paint to the school in order to encourage them to create 'art spaces' inside or outside, where students can go to practice their newly learnt skill and to nurture their creativity. This could ultimately benefit the school as well as the children.
By doing this we would be exposing a new demographic to the Dulux brand, which means in the future when they are homeowners themselves, they would be more likely to go with Dulux products. Parents of the students involved in the street art group will also be exposed to the brand, which may encourage them to make Dulux their brand of choice.
Where could this go?
Guerrilla advertisement - painting road markings in a different Dulux colours for example a zebra crossing could be painted to look like a colour chart with the Dulux logo on.
Dulux spray paints - Dulux could be the next big spray painting brand. Imagine Banksy using Dulux to paint his fondling policemen.
Us/ our idea got chosen for a an afternoon workshop the following week with Steve Henry.
The 2nd brief was for Oxfam and their Water gift. the outcome was preferably a viral. We worked as a pair.
Our idea:
we then got chosen for the 2nd SH afternoon workshop, which we were very proud of as we were the only 2nd year team to be picked twice.
the 3rd brief is a Budweiser one, which we both found a lot more difficult and are still working on.
If you are interested or confused by this. here is a link to Steve's blogpost explaining it all.
http://tiny.cc/stevehenry
posted by Jess.
for the 1st brief we had to come up with an interesting concept for either Dulux or Youngs.
We choose Dulux, we also worked with our friend Hannah on this brief.
Our idea:
Dulux
Idea – Expose the brand to a new demographic
How – An organisation/charity which brings young people together in a productive and creative way.
Dulux would sponsor or create an rrganisation/charity to bring youths together in a Street Art club. This will not only give them something constructive to do with their time (as we all know, the under 18's have very little on offer for them), but it will teach them a new skill, possibly help them to choose to go to higher education to study Art and Design or to go into a career in Art and Design.
It could be a club held in schools, in which case Dulux could donate paint to the school in order to encourage them to create 'art spaces' inside or outside, where students can go to practice their newly learnt skill and to nurture their creativity. This could ultimately benefit the school as well as the children.
By doing this we would be exposing a new demographic to the Dulux brand, which means in the future when they are homeowners themselves, they would be more likely to go with Dulux products. Parents of the students involved in the street art group will also be exposed to the brand, which may encourage them to make Dulux their brand of choice.
Where could this go?
Guerrilla advertisement - painting road markings in a different Dulux colours for example a zebra crossing could be painted to look like a colour chart with the Dulux logo on.
Dulux spray paints - Dulux could be the next big spray painting brand. Imagine Banksy using Dulux to paint his fondling policemen.
Us/ our idea got chosen for a an afternoon workshop the following week with Steve Henry.
The 2nd brief was for Oxfam and their Water gift. the outcome was preferably a viral. We worked as a pair.
Our idea:
we then got chosen for the 2nd SH afternoon workshop, which we were very proud of as we were the only 2nd year team to be picked twice.
the 3rd brief is a Budweiser one, which we both found a lot more difficult and are still working on.
If you are interested or confused by this. here is a link to Steve's blogpost explaining it all.
http://tiny.cc/stevehenry
posted by Jess.
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