Design strategy takes form in life
Watch the movie “” (The official title is “POM wonderful Presents: The Greatest Movie Ever Sold”) and answer the following questions:
- Do you think the movie provides insight or detail into what drives product placement in entertainment?
If so, what have you learnt from that? If not, how would you change aspects of the movie to reflect insight on this?
Yes. Product placement is important both for the movie and for the brands which are placed in it. Movie can gain sponsors in exchange for promoting brands in it. However, both movie and brands have to decide if they want to be associated with a each other and how it reflects on them.
- What have you observed about presentations of visual strategies/brand identity?
Brands have to be careful and make sure that a movie in which they are placed sends a right message about their product.
- Let’s consider this movie as a form of research. In other words, it was done to see what the effect of branded entertainment would be, a case study of sorts. What are your findings? What have you learnt? What has changed your pre-conceived ideas? Do you think there’s relevance in this case study? How could you apply your observations in real life?
The movie shows that brands and commercials are everywhere. They are so big part of the world around us that sometimes we don’t even notice it anymore. They get into our mind on daily basis and try to convince us that we need a product, we want a product or that we are less of a person without a product.
- From the findings above (question 3) imagine that the international coffee brand, Starbucks, is your client. Give one complete strategy for a small activation campaign to advertise Starbucks on aeroplanes. Give one idea of how you would do this, by following the 5 steps of the work process. To guide you, follow the points below and do a write-up of your idea as well as the steps you followed:
Conduct research – you can visit the website http://www.starbucks.com as part of your research. Also think of quick research methods, such as surveys done on family and friends.Clarify the strategy – Once you’ve conducted quick research, do a write-up of your findings and create your own brief.
Design the identity – Here you do not need to go into lengthy design, but create sketches of your ideas and remember to think about the movie for inspiration.
Create touchpoints – As this is a focused campaign, you may have one touchpoint only; describe how you would activate your campaign using this touchpoint. If you need to, you may do sketches that would aid your communication.
Manage the assets – As this is not a prolonged campaign, briefly describe how you would use the possible outcome of your campaign for future use. Also state what your follow-up steps would be to strengthen your message. For example, you’ve done research and decided to give free vouchers along with every boarding pass handed out. How would you collect feedback from consumers or how would you communicate to them at the airport, on the flight, etc. to support your campaign?