Journal: week 6
TUTORIAL SESSION
This week in class we did a case study on the Hong Kong mobile plan company Sunday. The advertising campaign was designed to attract attention due to budget restraints; and this gave the Sunday the competitive edge it needed to propel itself into the market place. However their follow up campaigns failed in providing reasons to customers to remain loyal.
The group’s solution was inspired by the company’s name – Sunday, and decided there was a concept worth exploring. We proposed that the days of week to be imbued personalities and the advertising will try ask the question, “Are you a Mon/Tue/Wed…?â€. Each day could be used to target a specific niche market. This would also be reinforced by an online quiz which would provide the consumers with ego-feeding personality details and recommend which of Sunday’s mobile plan options would best suit the wonderful person they are.
CREATIVE BRIEF
Sweet 2 U
What is the purpose of the project?: To create a mini branding package for a low end unisex kids appeal store with focus on cartoon-themed merchandise (e.g. Strawberry Shortcake, Cars, Bratz etc). Need to develop a business name and designing and handling the production of the lit shop sign.
What are your main aims and objectives for creating the piece?: The store name needs to be something that conveys, “we sell kids clothing,†but simple enough so both parents and children alike will understand it. It will also have to be easy on the tongue (this is for when the store attendant answers the phone), and should have the potential to be adapted into a web address for the future.
What’s the theme?: Fun, active, colorful.
What you are trying to say?: “Isn’t time you brought something your KIDS would like?â€
How does this project fit into a bigger picture?: The store is going to go under new management, securing a business name is one of the first steps in the take over, and never less one of the most important details. The shop sign is one of the first things that give potential customers a feel of the store before they enter, so it’s crucial it looks respectable and offers something the big retailers can’t.
Who are your audience?: Primary target audience is mothers of young children (under 10). They are middle class income earners.
Where is this piece or art or performance going to be seen?: In front of the store.
Which art form, medium, technique, materials are you going to use?: Initial sketches will be done on paper, and then scanned into the computer for tracing and color. Then it’s off to the printers.
What is the budget?: -
Who will be involved? Any collaboration?: The designer will handle all art work related tasks. Standard approval procedures by the client apply.
Will you need any special equipment?: A color reference book, as I’m not quite used to working with print colors.
What are the other possible constraints e.g. permission, health and safety issues, copyright and accessibility?: Need to look up limitations on using images of trademarked cartoon characters.
What’s the deadline? If you don’t have a deadline set yourself an imaginary one.: Business name in a week and the design for the sign is due around 10th June.
BRAINSTORMING
Children appeal wear store names
Pretty girl & handsome boy
Kids Boutique
Kay Kay Kids
Kawaii Kids
Trendy Kids
Summer Kids
The verdict: Kay Kay Kids, simple, catchy, easy to remember and original. And kaykaykids.com isn’t all that bad.
If the business survives the test of time, I will probably go back and see if they want any promotional work done for the Christmas period. Letter box drops in the surrounding area would be a good idea since there has always been a number of elderly residents (though that number is dropping for obvious reasons) and they probably have grandchildren.
There is an increasing number of working couples living in the area and they seem seasoned enough to have friends with children. Free gift wrapping would also be a good idea and gives the store a little bit of that competitive edge against the big retailers during the holiday season.
BANE OF FREELANCING
Arrrrggggghhhhhhhh!
I could not agree more with Tyson Barker when he said, “Clients are idiots.†The current name for the store is “Sweet 2 U†and the new management who wanted a quick transition had decided on the name “Sweet 4 Uâ€. Fortunately the business name register did not approve of that name since it was too similar to “Sweet 2 Uâ€. It would have being such a wasted opportunity to communicate to the potential customers.
It was difficult to sway them away from “Sweet†something “U†because they are budget conscious and the previous owners informed them the shop sign had cost almost $4000. So they had this idea that by not changing the business name very much, they could salvage some materials from the existing sign and hence only have to spend a fraction of the $4000 quote.
I had to explain that $4000 would have included graphic design, the sign, the light box itself and installation fees. All they would need to pay for now is a graphic design and the sign itself which is quite a bit less than $4000, and changing the sign is actually pretty easy and they could do it themselves to save money.
But at the end of the day, I am glad to be able to help the client. Because they were inexperienced in running a business and I have sympathy for that. Besides, I like to think the world is also a slightly better place now because of my efforts.
AFTER THOUGHTS
Most of the SPEC ads I’ve produced in the journal were made with the print medium in mind. I’ve made almost zero to attempt to extend them to other media. This is because I believe a print ad is the simplest medium of all the available media channels. I am not in a hurry to dip my toes in any other media until I have mastered the basics of ‘how to make a good ad’ on paper.