Page 1


CHELSEA DRABLOW - N0262592 MATT GILL - FASH30071


1. THE INTRODUCTION Introduction ............................................................................... PAGE 1 Aims and Objectives ................................................................. PAGE 1 Research Methodolgy .............................................................. PAGE 2

2. THE CONSUMER Overview ................................................................................... PAGE 6 10 Students ............................................................................... PAGE 7-8 2 Key Consumers ..................................................................... PAGE 9-12 Summary .................................................................................. PAGE 13-14

3. THE CONCEPT 3.1 Key Trends .......................................................................... PAGE 17-20 3.2 The Creative Idea ............................................................... PAGE 21-24 3.3 The Marketing Strategy ....................................................... PAGE 25-38 3.4 Brand Model ....................................................................... PAGE 39


4. PROPOSED COMMUNICATION STRATEGY Strapline .......................................................................................... PAGE 43 Timeline of Communications Strategy ............................................ PAGE 44 4.1 Pre Launch ............................................................................... PAGE 45-50 4.2 Launch ...................................................................................... PAGE 51-61 4.3 Post Launch .............................................................................. PAGE 62 4.4 Realistic Considerations + Project Partners .............................. PAGE 63-68 4.5 Business Plan ........................................................................... PAGE 69

5. THE CONCLUSION 5.1 Future Recommendations ........................................................ PAGE 74 5.2 In Conclusion ............................................................................ PAGE 75-78

6. THE BIBLIOGRAPHY 6.1 List of Illustrations ...................................................................... PAGE 81-84 6.2 List of References ..................................................................... PAGE 85-88 6.3 Bibliography ............................................................................. PAGE 89-96 6.4 Appendix ................................................................................... PAGE 97


1. THE INTRODUCTION


OUR AIM throughout this process is to make Bjorn Borg the brand choice for students.

STAGE ONE has seen us come to a few conclusions which need to be taken into consideration throughout the next phase. These are as follows:

- We strive to make Bjorn Borg more exclusive. This means less free giveaways, more desiring after the products. - The brand needs to be established as a brand, not Bjorn Borg the tennis player. Loosening ties, but not cutting them. - We want to rebel against conventional forms of marketing - lets do something new, be different and get heard. - Our audience need to experience the brand, know what we are about and buy into it. This also means experiencing it in the right context for them personally, in university for example.

PAGE1


To achieve all this and more, a research question has been devised to center this stage of the report on:

HOW ARE WE GOING TO GET STUDENTS EXCITED ABOUT A NEW UNDERWEAR BRAND IN AN OVER SATURATED MARKET? To aid us in answering this question, we still need to find out the following: - Do students require more excitement in their everyday lives and if so how can this be achieved through our marketing and communication strategy? - What types of experiences during university have effectively engaged the students? - What media channels are our target consumer most receptive to? - How can we make sure the enthusiasm for the brand is not lost after the completion of the campaign?

METHODOLOGY Primary research has included - 3 Project Partners, 2 Collaborations with Art and Design students, 2 Focus Groups, 2 Interviews, 1 student consumer questionnaire and an observational study. Case studies, books, magazines, reports, journals and online sources are among the resources used for Secondary research. All of this has allowed us to gain a broad insight into our consumer and ultimately aid us in creating an effective marketing campaign.


2.THE CONSUMER


PAGE5


Our brief is to engage with the student audience. Therefore, a typical consumer is male or female and aged between 18 - 25. They attend one of the elite Russell Group Universities, indicating that ‘the relative wealth of this group of students is apparent.’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012). Coming from a middle- upper class family, this particular demographic are willing to purchase items to improve their appearance - adopting a ‘spend now, pay later’ attitude. (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012) A student from 10 different universities fitting this background have been selected to gain a better insight into exactly who we are targeting.


KATIE CRAWFORD - NEWCASTLE UNIVERSITY 1. Student nights out, weekly occurrences, but then random nights are also fun! 2. All of your friends are there plus it turns into habit. If you had a good night there 1 week, your going to go the next week! 3. Legends, Tup Tup, Feral 4. At the beginning of term, during the week usually 5. If all of your friends are out then if will be really fun and memorable, I also think dresscodes are memorable!

ADAM DE VILLIERS-UNIVERSITY OF NOTTINGHAM 1. Nights with good music, cheap drinks and entry 2. I prefer the music and know all my friends will be there 3. (Coco Tang/ Marketbar/ Rock City) 4. It depends on my university timetable which has differed each semester but I generally go out most in the first term 5. Along with pictures being taken there should be some sort of video captured where people can look back to watch and laugh at themselves

AMY GRAY - UNIVERSITY OF LEEDS 1. Clubs with the latest music 2. Because everyone goes, easy to dance to, love the music 3. I enjoy the nights at my union or Oceana or Halo 4. When I have no work- mostly weekdays rather than weekends 5. Maybe a cool new area in the club opening like a secret room?Just something different!

LAUREN PINKUS - UNIVERSITY OF BIRMINGHAM 1. Gatecrasher student night 2. The music (R’n’B) 3. Gatecrasher 4. Mondays and Thursdays 5. Student nights depending on the years e.g 3rd year student nights

TOM TRINICK - UNIVERSITY OF MANCHESTER 1. Most i prefer a variety rather than the same thing over and over 2. The social and booze 3. Pubs and clubs - places like Sankys or Vodka Rev’s 4. Most nights bar Tuesdays and Sundays 5. Cool music, and loads of really fit girls


QUESTIONS WE ASKED 1. WHAT TYPE OF UNI NIGHTS DO YOU MOST ENJOY GOING OUT TO? 2. WHY ARE YOU MOST ATTRACTED TO THESE NIGHTS?


3. WHERE ARE THESE HELD? 4. DURING YOUR TIME AT UNIVERSITY, WHEN ARE YOU MOST LIKELY TO GO OUT? 5. WHAT WOULD MAKE THESE NIGHTS MORE MEMORABLE?


LAUREN FRIEND - CARDIFF UNIVERSITY 1. One off events- gigs or DJ’s- e.g Annie Mac, gigs like Maccabees 2. Great atmosphere - more about enjoying music than getting smashed. Different type of night makes a change from club nights every once in a while 3. Mainly in the SU/SU great hall 4. Beginning and end of term, week days and weekends 5. If they were held somewhere a bit more unique or my usual night was transformed in some way

CARLOS ADAMS - UNIVERSITY OF BRISTOL 1. I most enjoy student nights which were one off events 2. That they offered something different/ variety of music and usually attracted a nice mix of people 3. Clubs mainly, Clifton Triangle or big live venues like Motion 4. Reasons for celebration - birthdays, coursework, exams, term end and beginning, or a particular act 5. Lots of us out

KATE MORRISON - UNIVERSITY OF EXETER 1. I enjoy nights that all my friends are going to 2. Because I know everyone I know will be there.. and that it will be fun 3. Clubs in exeter; Mosaic, Timepiece 4. Thursday nights & Friday/ Saturday 5. Nights are never easy to remember - maybe if a cool DJ / band played or they had some kind of promotion

JACK SELT - OXFORD BROOKES UNIVERSITY 1. Friday night out at Clems 2. All my mates go and there’s really good music and it’s on a Friday so no uni the next day 3. Oxford 4. I go out the most in first term but by second term I usually have a lot more work and less money to be able to go out as much! 5. Meeting really hot girls

TOM HOOPER - QUEEN MARY UNIVERSITY 1. Cheapskates is really fun, the Roxy, and Moonies.. any student nights out really 2. It’s just a guaranteed good night out 3. Cheapskate/ Roxy/ Moonies 4. Depends on my timetable really, generally the student nights out are on the weekdays 5. Entertainment wise - less crowding, better music maybe themed nights?


PAGE9


Information from these 10 students has then been accumulated to produce two key consumers. Adam de Villiers has been selected, along with a fellow female student at The University of Nottingham, Charlotte Brookes. It is felt that they fit the profile of a typical Bjorn Borg consumer and by learning about their lives, we can see where the brand can fit in. (See Appenix Fig 1 and 2)


ADAM DE VILLIERS Originally from Guildford, Surrey, 22 year old Adam moved to Nottingham to study Industrial Economics. Adam describes himself as “Sociable, Ambitious and Funny” He enjoys running, hanging out with mates, going to the pub and is a keen member of NUSnow - Nottingham University’s Snow Sports Club. He works as a Promoter for Crisis at Rock City and would say its the ultimate student night out. Adam says his style is “quite casual, but then colourful as well” with Ralph Lauren, Crew, and Nike being his main source of clothing. Favourite underwear brands include - Pull-in underwear, Bjorn Borg and Calvin Klein. Well-designed and comfortable boxers will see Adam spending around £30 a pair.


CHARLOTTE BROOKS 22 year old Charlotte is originally from Wimbledon and moved to Nottingham to study a joint honours in History and History of Art. Charlotte describes herself as “Excitable, Adventurous and Friendly” She enjoys going to the cinema, eating out, and clubbing. When possible Charlotte also likes to visit galleries and exhibitions. “My ultimate student night out would be at Crisis in Rock City, they do really cheap drinks and everyone I know is always there so it guarantees a good night out.” Charlotte says her style is “in the middle of edgy and conservative” and shops in Topshop, Urban Outfitters and H&M. Favourite underwear brands include - Topshop for bright basics and Elle Macpherson for sexy alternatives. A good fitting and attractive range will see Charlotte spending up to £100 on underwear.


‘Younger consumers (aged 18 to 24) were the mostly likely subgroup to be attracted to experiential activity’ (Bashford, [online] 1/4/2012)

PAGE13


Both consumers are looking for something new to happen on their usual night out at university. Adam says that “there’s nothing that really distinguishes one night out from the next” (De Villiers, 2012: interview) and Charlotte suggests “an experience or something you could interact with” (Brookes, 2012: interview). Viral videos to share with friends and free things such as stickers to collect are forms promotion which our two key consumers like. Charlotte also explains how a CMYK event posted stickers and leaflets that didn’t say anything except for the date and how to get tickets. “I think things like that are great, keeps you guessing and everyones so keen to find out what’s going on!” (Brookes, 2012: interview). Knowledge gained from these insights will be considered when constructing the campaign to ensure that our key consumers are being targeted.


3.THE CONCEPT


Fig 11

PAGE17


3.1 KEY TRENDS To benefit our body of research, key trends have been explored. Firstly, the rise of SCANDICOOL. It is evident within fashion that the Scandinavian style is becoming ever more apparent with successful brands such as Acne, Cheap Monday and Cos well recognised in the UK. We can trust such fashion as ‘consumers get clothes that fit well, are durable and are of high quality.’ (Hansen, [online] 11/4/2012). This is something which Bjorn Borg offer within their product range, and therefore very fitting to the current market and who like to invest in reliable brands. Northern Europe is currently being looked upon as fashion forward; ‘Stockholm’s street style is also becoming influential: known for a classic yet quirky look, the city’s residents regularly feature on blogs such as Facehunter.’ (Cochrane, [online] 23/4/2012). For our fashion conscious market whose ‘desire to look good amongst their peers is a driving force for students, regardless of how much time or money is spent on clothes shopping.’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012), the realisation of trendy Sweden could make Bjorn Borg more appealing; ‘the student market can be tempted with the underlying message of style and trend.’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012). Scandinavian brands are also ‘not afraid to use bright colours or bold patterns on the right piece, and couple it with an emphasis on materials and quality.’ (Cansdale in Bakare, [online] 11/4/2012). Which leads on to the next key trend of the COLOUR CRAZE.


Fig 12-15

PAGE19


‘Usually a high summer trend, we see neons continuing into autumn/winter as consumer colour confidence grows.’ (WGSN - Winter Neons. 2012, [online] 13/4/2012). This will be taken into consideration when deciding when our campaign will take place as the market will be more comfortable with loud clothing choices. ‘Brights continue to be one of next winter’s most commercial colour stories’ (WGSN - Winter Brights Confirmation. 2012, [online] 13/4/2012), initiating to us to jump on board just before the winter season to be on-trend. WGSN is advising to ‘Go for a simple colour pop.’ (WGSN - Winter Neons. 2012, [online] 13/4/2012) and Bjorn Borg underwear would be an appropriate way of achieving this. Leading into 2013, colour is still very evident with ‘the return of shining neons and fluorescent pastels across the entire show – think highlighter pen pinks, greens, yellows and oranges. It’s going to be a bright season come 13’ (Moran, 2012: 15). This colour trend not only assures us that Bjorn Borg has the potential to become huge, it also challenges us to promote this throughout our campaign. We can afford to be daring with what we do with colour as it fits in with what we will be expecting to see from fashion. It also differentiates ourselves from what is currently available in the underwear market with brands such as Calvin Klein and Armani who take a more serious sexy approach in their advertising and offer very subtle, plain underwear.


PAGE21


3.2 THE CREATIVE IDEA To demonstrate the young, fun and vibrant characteristics of Bjorn Borg; a creative strategy has been devised catering to the demographic we are dealing with. The process has involved collating what has been learnt from our research with students, along with tying in trends and the overall brand message. To summarise; from the focus groups it seemed apparent that our market is looking for a bit of variation to the norm, “something interesting needs to happen” (Kirk, 2012: focus group). This also includes their usual night out having unfamiliar elements, “if you go to Bodega every week and then something different happens one of the nights then you’ll remember it more because it just sticks out” (Kirk, 2012: focus group). They are eager to learn the unknown, “if you keep seeing something and you don’t know what it is your more intrigued” (Derbyshire, 2012: focus group). And enjoy a healthy dose of competition, “I think the rivalry and the whole competitiveness of hockey varsity is really good” (Butler, 2012: focus group).


Fig 16

PAGE23


Through our recent findings, a box trend seems to be evident within retail space, music performance, clubs, and holiday environments. In February 2012, The Brit Awards featured a big performance from the much sought-after Rihanna. Her set design included a large box installation with dancers inside throwing colour around, almost like an expression to the sound of the music.


Fig 17


Throughout March of this year, a Wagamama Box toured 9 universities across the country bringing a karaoke experience to student venues. They visited: Nottingham, Leeds, Bath, Cardiff, Exeter, Birmingham, Edinburough, De Montford, and Surrey. Wagamama collaborated with Real Gap to offer the chance to win a four week Thailand experience for two. They have recognised that students like to travel and often spend their summers doing so, therefore making the box more appealing to enter and win. Also offered is £100 off any booking through Real Gap when ‘Wagamama100’ is quoted at the checkout for all students registering to their site. This benefits the company by building up a database, and also records who has responded directly from Wagamama’s marketing. Those who enter also receive a golden ticket which they then have to take to a local Wagamama to see what they have won- driving traffic to their restaurants. (Wagamama Box, [online] 2/4/2012)


Here we have examples of an observation I had in Westfield, London, where Future Fashion had taken over the central space in the shopping complex. The pop-up event held in April of this year included 5 large Styling Cubes, each with a different colour and theme. There purpose was to celebrate the launch of Spring/ Summer 2012 with a digital shopping experience. 103 inch interactive plasma screens featured within each cube, allowing shoppers to browse the latest collections available in Westfield and create style boards which can then be shared on Facebook. (Westfield London, [online] 2/4/2012) Whilst away skiing over the Easter period, Mimi noticed a BMW in a box down the slopes. A bizarre occurrence which caught her eye.


Fig 18

Fig 19


3.3 THE MARKETING STRATEGY

BJORN BORG CREATES COLOURFUL SEXY UNDERWEAR THAT BREAKS THE BOUNDARIES OF THE BORING BLACK AND WHITE This is our central marketing strategy which collaborates all our findings. We are going to communicate this message through a colour experience delivered to our target market in the form of a box. This also links in the research from the previous report that supports us in providing an experience - to ultimately see a rise in sales.

‘91% of consumers said experiential marketing would encourage them to try a product they would not normally purchase.’ (Blazinstar, [online] 12/04/2012)

PAGE25


As previously clarified, our consumer attends a Russell Group University. Therefore, we have selected 8 of which to travel to during a tour over a 20 day period; NEWCASTLE UNIVERSITY UNIVERSITY OF LEEDS UNIVERSITY OF MANCHESTER UNIVERSITY OF NOTTINGHAM

UNIVERSITY OF BIRMINGHAM CARDIFF UNIVERSITY UNIVERSITY OF EXETER UNIVERSITY OF BRISTOL

Along with campus based OXFORD BROOKES UNIVERSITY and the up and coming addition to the Russell Group, QUEEN MARY UNIVERSITY.

The map to the right shows the order in which we will tour to each university.

The box will make a short appearance on campus for two days at each uni throughout the month of October 2012. This month has been chosen because our research shows that at the start of term, students have just received their loans, they have no real work worries (exams etc), and the fun of freshers week has passed so people are looking for the next buzz. “I go out the most in first term but by second term I usually have a lot more work and less money to be able to go out as much” (Selt, 2012: consumer interview). It also fits in with future colour trends in fashion (as previously discussed).


PAGE31


The Bjorn Borg Box will appear in the centre of campus, drawing immediate attention from our consumer. ‘Communication means securing the involvement of people in the group in which they live or work so that they become willing participants in its activities’ (Markham, 1977: 1). As Markham suggests, targeting where our market are situated will benefit the success of the project. Students are likely to be more inclined to take part as it is little effort for them to access. The sizing of the installation will be 4 metres in length x 3.6 metres wide x 3.3 metres in height. The soundproof box will have a powder paint splat on the side of it, and standing outside will be two stunning Swedish models wearing Bjorn Borg product. As onlookers, the students will not know what to expect from whats inside the box, and the models will entice them to find out. Displayed left is the result of a collaboration with Multimedia student, Josh Crooks. It is a mock-up of what the outdoor installation would look like using a photograph we took on location at Nottingham campus.


Upon entry, there will be a small scanner which connects smartphones to a ‘check-in’ through Facebook. We have taken the opportunity to link up with social networks as ‘People carry their smartphones everywhere, which means retailers have a real opportunity to engage with them’ (Knowles, 2012: 11). A Facebook page will be created explaining the box and its purpose, which also allows it to be ‘checked-in’ to. This will come up on members newsfeed and the more people that ‘check-in’ will result in a large awareness across all universities.

PAGE33


Fig 20-23

PAGE35


WHAT DO WE HAVE THAT OTHER UNDERWEAR BRANDS DON’T?

COLOUR Inside the instillation will be a completely unexpected environment. It will be dark with coloured lighting, mimicking that of a club. The playlist you are currently listening to is what we feel replicates the brand and will be played throughout, getting people in the mood to party. The students will walk down a corridor made out of clear perspex and behind the plastic will be male and female Swedish models (3 on each side) wearing Bjorn Borg underwear, dancing and throwing powder paint at one another. The paint will be UV and in an array of bright colours. The models will be instructed to make eye contact with those walking through and launch paint toward them making students feel they are a part of the party. The whole experience will only last 1-2 minutes making it a taster for a larger event that the uni’s will be competing for.


The competition will bring the chosen 10 universities head to head to win a paint party featuring at their popular student nightclub. The brand ambassadors outside the on-campus installation will own a hand held tally counter, registering how many people enter. The university with the most amount of entries will win the party. We have chosen to host this event within an already favoured student night as we can be assured that we will be communicating our message to a large audience. To ensure a form of exclusivity, the VIP area will be dedicated to Bjorn Borg.

Once exiting the installation, there will be another platform to social networking sites and the use of Apps through smartphones. ‘Most fashion brands have yet to realise the power of Facebook.’ (Perry, 2012: 18), therefore it is necessary for us to make use of this communication channel to our consumers. Two Swedish models will be asking participants to make use of a smartphone scanner which links to a Bjorn Borg App on Facebook. Please scan the QR code to the right to demonstrate this. This will form an online database and is also a way to contact participants when announcing the winning university. The date of which will be printed on coloured wristbands handed out by the brand ambassadors whilst the students leave the box. These wristbands are the only way to access the in-club installation, therefore upon learning this, students are likely to encourage their friends to visit the campus event so that they are all able to join in the fun at the club. This also means that the non-winning campuses are still invited to attend and if so, they will get free club entry with the wristband. This again ties in to exclusivity, making the brand desirable to be a part of.

PAGE37


PAGE39


The party will hold a black and white theme welcoming guests to dress in muted attire. The idea behind this is to show the contrast of the usual, mundane night that I have previously discussed, and this exciting new element Bjorn Borg have supplied. The in-club installation will be of a larger size to that on-campus - 4.6 metres in length x 4 metres wide x 3.3 metres in height; is made completely out of clear perspex, and situated in the VIP area promoting the exclusivity of the event. This means that onlookers can see the goings on, and generate a craving to be a part of the fun. Again with the help of Multimedia student, Josh Crooks - a mock up of the in-club installation has been produced. (shown left)


We anticipate accommodating around 35-40 people at one time. The same paint party displayed on campus will take place within the club box. However, this time there will be no perspex corridor separating the models and students. Both will be integrated to create one party, and only those who are in possession of a wristband are granted entry. The UV paint covered students and models will illuminate the box making it a central talking point. Inside, there will be the unique soundtrack being played which results in a completely different experience to outside. The DJ will have his own perspex booth in the corner of the box, 2 metres x 1.6 metres in size. A camera inside the box will capture the events and provide a live stream through the Facebook App for the unlucky universities to have a sneak peak at what they could have won. Throughout the night Bjorn Borg models will hand out a limited amount of passes inviting those that seem worthy of earning entry to the installation. This will add more excitement if chosen, creating more hype around the event.

Fig 24


Finally, Bjorn Borg will also open its doors to the first stand alone store within the winning city. We learnt from a meeting with Callum Sneddon (Managing Director) that they are keen to open a shop away from London, acting as a test store. The winning city will have an emotional connection to the brand following from the experiential event, and by having this store in easy access to these consumers, there is an increased chance of customer loyalty.

3.4 BRAND MODEL To the right is a brand model to sum up the concept in short.

PAGE43


THE CHALLENGE

TO MAKE BJORN BORG THE BRAND OF CHOICE FOR STUDENTS IN THE UK

THE INSIGHT

STUDENTS ARE BORED WITH THE MONOTONY OF UNIVERSITY LIFE AND WANT SOMETHING EXCITING TO HAPPEN

THE IDEA

TO CREATE AN INSTALLATION WHICH GETS UNIVERSITIES COMPETING AGAINST EACH OTHER WITH THE OPPORTUNITY TO WIN A COLOUR THEMED EVENT IN THEIR CITY

THE RESULT

STUDENTS GET A TASTER OF THE COLOURFUL FILTHY FUN LIFESTYLE BJORN BORG REPRESENTS


4.PROPOSED COMMUNICATION STRATEGY


After reviewing the concept and aligning it with what our client wants, we came up with the strapline:

It couples the two - the paint party gets you filthy - and Callum Sneddon requires a ‘Happy Sexy’ tone to the slogan, with hints of a sexual innuendo. The design is also in keeping with previous campaigns, therefore can be implemented immediately.

PAGE47


With the university tour beginning the 1st October 2012; there will be some promotional activities occurring both offline and online, prior, during and after the campaign. The following calendar indicates when these events take place and further details are provided throughout this chapter.


OCTOBER SEPTEMBER

MONDAY Newcastle Sticker

24

TUESDAY

25

WEDNESDAY

Viral Video Release

1

Newcastle ----------------------------------------->

8

------------------------>

Bristol Sticker

15

22

2

9

Cardiff Sticker

29

------------------------>

3

Nottingham Sticker

10

Nottingham ---------------

16

17

23

24

Cardiff --------------------------------------------->

Bristol ---------------------------------------------->

NOVEMBER

26

30

Winnner Announced

Winners Party

31


THURSDAY Leeds Sticker

27

FRIDAY

28

4

Leeds --------------------------------------------->

11

------------------------->

Oxford Brookes Sticker

18

Exeter Sticker

5

12

Birmingham Sticker

6

Winners Party

SUNDAY Manchester Sticker

30

Manchester -----------

13

7

14

Birmingham -------------------------------------->

19

20

26

27

2

3

Oxford Brookes ---------------------------------->

1

29

Exeter ---------------------------------------------->

25

Winners Party

SATURDAY

Queen Mary Sticker

21

28

Queen Mary ----------

4


4.1 PRE LAUNCH The Press Pack consists of a Press Release that resembles a mini version of the installation box. When deconstructed the template folds out to reveal written information about the campaign. An invitation will be included within the Press Pack to request certain members of the fashion industry to join us at the Queen Mary, University of London on-campus event. Accompanied is a small pouch of bright powder paint. This will act as a visual tool to work alongside the written elements and invite recipients to join in the fun. The main areas we would like to contact regarding the Press Pack will be: Magazine, Bloggers, Stylists and Celebrity Management Agencies. In specific, the influencial individuals receiving this are detailed on the following page.

PAGE45


WOMEN’S MAGAZINES

BLOGS

Grazia: Fashion News Assistant Look: Fashion News Assistant Company: Fashion Assistant Cosmopolitan: Fashion Assistant Glamour: Fashion Assistant Elle: Fashion Assistant Vogue: Fashion Assistant  

Liberty London Girl: Sasha Wilkins Cocos Tea Party: Ella Gregory Canned Fashion: Natalie Hughes The Milk Maid: Penny Brewer

SUPPLEMENT MAGAZINES Stylist: Fashion Assistant Style: Fashion Assistant

FASHION STYLISTS Alexis Knox Karl Willett (Jessie J’s Stylist) Katie Greengrass (Plan B’s Stylist)  Angie Smith

MEN’S MAGAZINES

CELEBRITY MANAGEMENT AGENCIES

GQ: Fashion Assistant ShortList: Fashion Assistant Esquire: Fashion Assistant   

Star Management: PR Assistant Neon Management: PR Assistant


‘The use of stickers in advertising is not only an innovative way to attract attention, it is also an extremely cost- effective way to create a lasting impression.’ (Lum, [online] 18/4/2012)

A week before the installation appears on campus, a giant sticker will feature on the side of a main building at each individual location. For example, at the University of Nottingham - The Portland Building will appear to have a large paint ball thrown at it during the night. Displayed left is a mock-up of this I have created on Photoshop using our own photograph of powder paint. This ties in to our paint party theme, which will become clear to students over the following days. Our consumer told us that when something unusual catches your eye in advertising, “you’re more likely to talk about it with friends” (Derbyshire, 2012: focus group). The vandalism style of the sticker is likely to get noticed as it is unexpected and a big statement. It also fits with the rebellious nature of the brand, who oppose against conventional forms of advertising underwear. On the sticker will feature our slogan #SayJA!ToBeingFilthy, and will link in to the paint splattered box that will appear on campus in the next week. We also want to get people talking about it on Twitter through the hashtag.


On the day that the stickers are launched, a video created will go viral. This will consist of a ‘teaser’ of what is to come with contrasting white clothing against brightly coloured powder paint as the overall theme of the short clip.The Twitter hashtag - #SayJA!ToBeingFilthy - will make another appearance. From our consumer research we asked about print vs viral advertising and found that “I’m more likely to interact more with viral” (Gribble, 2012: focus group) and “I pay attention to videos more.” (Butler, 2012: focus group) which supports the choice of this form of media. We will begin by releasing it to our 10 key consumers from each university discussed in the second chapter. They will share it through social media channeling it through their university peers. We will also employ the help of popular student clubs within each city, which the party could take place at. These Facebook pages already have a database full of our target audience, therefore being key to getting our video seen. To produce this video, we have teamed up with Multimedia student - Phillip Bircham.

PAGE55


Fig 25-32

PAGE57


A special online discount code will be on offer for those who quote ‘FILTHY’ at the checkout during the campaign period. The promotion will go live from September 24th which is when the first form of activity will take place. Through this we are able to monitor sales that have directly responded to our marketing efforts. After feedback from Callum Sneddon (Managing Director of Bjorn Borg), the offer of 3 for 2 on products has been established. (See Appendix Fig 5) It is felt that this form of promotion is less cheapening to the brand as apposed to a straight discount.

4.2 LAUNCH An important part of our image will be the use of models as brand ambassadors. With this, we will employ a total of 14 Swedish (or Swedish looking) staff to work at our on-campus and in-club installations. They will be representing Bjorn Borg and will therefore encapsulate our ethos. (see left) The models will be young, outgoing, good looking individuals that are excited about the brand and to work on this event. They will be willing to get involved, get filthy and most importantly have fun. This way, students will able to visualise what the brand is about and actually be a part of it.

‘There’s a limit to what a traditional ad can communicate, whereas in experiential campaigns, consumers can talk to brand ambassadors.’ (Ephremsen in Bashford, [online] 1/4/2012)


Throughout the on-campus event, 4 of the brand ambassadors will be walking around university in pairs encouraging the student body to visit the box location. They will do this by walking around with lots of energy, approaching people and asking if they would like a sticker. They will also ask if they would like it to be put on them. This will get people to take notice of what they are being given, as apposed to the normality of being handed a leaflet - which often gets thrown away. The stickers will be smaller versions of the large sticker that has appeared on the university building - this way a link will be made between the two. It will also act as further traffic to the twitter hashtag.

PAGE59


PAGE61


The 10 remaining brand ambassadors will be situated at the box. Two of which will be standing at the entrance, welcoming people to Bjorn Borg and explaining whats going on. 6 of the models will be inside the installation having a paint party, and the final 2 will be positioned at the exit. These 2 will be allocated the job of being enthusiastic about the competition and getting participants to scan for the Facebook App which will announce the winner. They will also encourage people to tell their friends to come along as they will be securing wristbands which is their form of entry to the in-club installation. The wristbands will continue the brightly coloured theme of the brand and really stand out when worn. Highlighted on the band will be the date of which the winning university will be announced, the name of the university attended, and the 3 for 2 offer. The name of the university will appear to indicate who has travelled to the winning city and therefore get free club entry as explained in the previous chapter. Here I have designed what these would potentially look like and given each university a colour. I have also looked into costings for a bulk purchase of fabric wristbands with aluminum security closures and received a quote back from GPS, who offer ‘bespoke promotional products & business marketing solutions’ (GPS, [online] 24/4/2012). For 5000 units, it works out at 26p a band. (See Appendix Fig 6)


PAGE63


The 14 brand ambassadors at the club will have the following roles. 2 of which will stand at the door to the box; welcoming people, checking bands and getting people psyched up to go inside. 6 models will be rotating shifts of partying inside the box, so that there are always 3 or 4 inside at one time. A further 4 will walk around the venue in pairs, handing out limited passes detailed in the previous chapter. They will be friendly to fellow club-goers and also out to have a good night, so will be dancing and having fun. The final 2 models will be available for photographs with students, with the main aim of having pictures with those who have been in the box and are covered in colourful paint. The club photographer will be attentive to the branded Bjorn Borg backdrop which will feature the campaign slogan. These photos will then be uploaded onto the clubs Facebook page, along with the Bjorn Borg Box page, for people to tag and share.


Employee working hours on tour will be 10am - 6pm and 8pm - 3am at the club. Product will be provided by Bjorn Borg for the models to wear. On campus, all staff outside the installation will be given branded t-shirts and Bjorn Borg Longs. The models within the box will be in the same t-shirts, along with the males in Bjorn Borg Boxer Shorts and females in Bjorn Borg Mini Shorts. All garments shown are from the AW12 collection, appropriate to the time of the campaign.


ON-CAMPUS STAFF UNIFORM

INSIDE THE INSTALLATION (MALE / FEMALE)


OUTSIDE THE INSTALLATION (MALE / FEMALE)


The attire at the club event will consist of the following. Male staff at the entrance to the box in Bjorn Borg Boxer Shorts and females in Bjorn Borg Mini Shorts teamed with the branded t-shirt. The 4 staff walking around the club will also be wearing this outfit. The models inside the paint party will be in Bjorn Borg underwear, and so will those being photographed with students.


IN-CLUB STAFF UNIFORM

INSIDE THE INSTALLATION (MALE / FEMALE)


OUTSIDE THE INSTALLATION (MALE / FEMALE)


Within the VIP area which is dedicated to our event, a Facebook liking scanner will be placed making it viable for smartphone users to ‘Like’ Bjorn Borg. By catching students in context of the experience, it is possible for them to be feeling very positive towards the brand and therefore more likely to want to connect with them on Facebook. Further promotion will feature throughout the club in the form of print.

4.3 POST LAUNCH In order to prolong awareness following our campaign, we will use the Facebook App to connect with our database of students. It can keep them updated with goings on with the brand; i.e news, offers, competitions, events and so on. As mentioned in the previous chapter, a store is set to open in the winning city. This is a way of interpreting the interest in the brand from the promotion consumers have just received, into sales.

Fig 33


4.4 REALISTIC CONSIDERATIONS + PROJECT PARTNERS To give us a real insight into the logistics behind holding this type of promotional activity, we have been in contact with various people and companies. First of all, an email was sent out to each chosen university regarding location, cost and whether accommodating the on-campus installation would be applicable on site. We received responses from 6 universities all detailing that they can facilitate the procedure. (See Appendix Fig 7) The University of Bristol advised us to get into contact with BAM, an agency that looks after their commercial bookings. ‘The largest database of student-focused media in the UK.’ (BAM, [online] 19/4/2012). BAM handle companies that want to reach the student audience with an extensive list of contacts and good relationships with universities across Great Britain. They have handled brands such as Apple, Universal, Ikea, Lucozade and Virgin Media. We have enlisted the business with further contact to the 10 universities. (See Appendix Fig 8)

PAGE75


Originally, we briefed BAM on the models wearing solely branded underwear when inside the box featured on campus. Since receiving feedback, it became apparent that the universities support the campaign but are unwilling to endorse the nudity involved. We have now catered to this, hence why t-shirts will be worn inside (shown in the staff clothing examples).


Alongside this we have contacted several Experiential Marketing Companies, all of which responded saying they are very keen to work with us. (See Appendix Fig 9) Blazinstar particularly stood out to us as a team, having worked with clients such as Google, MoĂŤt, Calvin Klein, Relentless, and O2. Marvin Foster, Managing Director of Blainstar Experiential, has put together a quote of costings to get an idea on realistic considerations for this operation. This has included the set design, staffing and the creation of a Facebook App. Himself and his team have also mocked up the on-campus installation. It is clear from this that they have understood our brief and what we were looking to achieve. (See Appendix Fig 10.2)

PAGE77


Using the University of Nottingham as an example of the winning city, we have been in touch with Jonny Stephens, Events Manager of ‘Crisis’. Nottingham’s biggest student night can reach Rock City’s full capacity of 2400. (See Appendix Fig 11). He has informed us that there is no charge for the space hire within the VIP area of the club. Although they suggest taking a small cut of the sales made through the 3 for 2 offer which they will also promote. We have agreed on a 2% share toward ‘Crisis’. Jonny also stated that the ‘Nottingham University market is a great one for luxury brands such as Bjorn Borg’ (Stephens, 2012: email). He also supports the timing of the campaign as ‘October is a month where demand starts to dip, so we’re always looking for innovative and creative ideas that will boost attendance.’ (Stephens, 2012: email)


Our final budget, considering all quotes and costings received is as follows.

LOGISTICS AND VEHICLE - £7,000 PROMOTIONAL STAFF (11 shifts, 14 staff) - £22,770 FACEBOOK APP - £5,000 SET DESIGN - £18,000 DJ AND SET (final event) - £1,700 PAINT - £700 LIGHTING AND EFFECTS - £4,000 WRISTBANDS - £1,300 STICKERS - £300 CAMPUS SPACE HIRE - £10,000 HEALTH AND SAFETY - £300

TOTAL - APPROX £71,070

PAGE79


Due to the cost of such a large event, a collaboration with Spotify could be considered. The online music collection holds millions of songs which allows users to access any of these tracks, at any time. Playlists can be created in your own unique library which can then be shared through social networks. Spotify has a large network of listeners. This, along with music being a key part of our installation, could mean the potential pairing results in a good match. The company also originated from Sweden giving the added similarity in heritage between both brands. The cost could then be shared over both brands, cutting down the large sum currently quoted.


4.5 BUSINESS PLAN To evaluate whether the expenditure of the campaign is worthwhile, a business plan has been devised. From this we can work out how much revenue is required to make a beneficial profit. We read articles from PR Week, Continental Research and The Word of Mouth Marketing Association to enable us to acquire figures from several case studies to build our own prediction of results. If we estimate that 250 people enter the on-campus installation a day, over the 20 days the box is featured at the universities, it would amount to 5,000 direct interactions. From these 5,000, ‘43% of people that have experienced experiential marketing purchased the product following the exposure.’ (Bashford, [online] 1/5/2012). So, 43% of 5,000 = 2,150 students buying into Bjorn Borg. If each individual uses the 3 for 2 offer, they would be spending around £50 per transaction (£25 a pair of boxers). This means that 2,150 people x £50 = £107,500 of sales. If we then deduct the total budget for the campaign, £107,500 - £71,070 = a profit of £36,430.

PAGE81


Again using 5,000 people visiting the Bjorn Borg Box in total. ‘67% of people exposed to experiential activity tell someone else about it’ (Wiley, [online] 3/5/2012) this would equal 3,350 people informing others. They then recommend the brand ‘to an average of 4 other people’ (Wiley, [online] 3/5/2012). Therefore, 3,350 x 4 = 13,400 people now aware of Bjorn Borg. Word-of-mouth is going to be very beneficial to getting the brand known. ‘78% of people will act on a referral or recommendation of someone they know, like and trust’ (Duron, [online], 3/5/2012). This means that of the 13,400 who now know about the Bjorn Borg Box, 10,452 of them will make a purchase. Assuming each person uses the 3 for 2 promotion and spends £50, it totals £522,600 revenue. If again we deduct the total budget for the campaign, £522,600 - £71,070 = a profit of £451,530.

So our minimum overall profit is - £36,430 And our maximum overall profit is - £451,530

‘Considering the level of engagement you get from consumers, the campaign pays for itself.’ (Grounsell in Bashford, [online] 1/4/2012)


5.THE CONCLUSION


PAGE85


5.1 FUTURE RECOMMENDATIONS Over the larger time period, there could be further events taking place in October 2013, and again the subsequent year. They would engage in a similar strategy, with the same order of activities - promotion, tour, party - although exploring different themes. An idea for a Swedish theme has been discussed, tying in the heritage of the brand. This could involve an Ice Hotel scenario, including fake ice, husky dogs and the Northern Lights. Consumers will be given an insight into the brand and where it originated from. If the tour process is reoccurring, it could be exciting to our consumer to see what Bjorn Borg have to offer next. It also allows us to contact new members of the student body that have just joined university. There could also be some form of guerrilla marketing campaign leading up to the store opening followed by a party to celebrate and welcome consumers.


Fig 34

PAGE87


5.2 IN CONCLUSION We are now in a position to refer back to our initial research question and provide answers.

HOW ARE WE GOING TO GET STUDENTS EXCITED ABOUT A NEW UNDERWEAR BRAND IN AN OVER SATURATED MARKET? By bringing a colourful, fun and engaging experience directly to our audience, we are encouraging an emotional connection to the brand. In doing this, what was felt whilst experiencing the event, will be associated to the Bjorn Borg product. Therefore, students will be inclined to buy into the Happy Sexy lifestyle the brand promotes.


- Do students require more excitement in their everyday lives and if so how can this be achieved through our marketing and communication strategy? Yes, through research into our consumer, it is apparent that something interesting needs to happen, a variation from the norm. This has been reflected throughout the strategy behind the campaign. - What types of experiences during University have effectively engaged the students? Going clubbing is very prominent in our markets university lives. It is important that a lot of their friends will be at the venue to guarantee a good night. Incorporating this into the choice of where to situate the winning event has been vital for the success of our campaign. By selecting a student club that our research has shown is popular, it is certain to reach a large amount of high-sprited party-goers.

PAGE89


- What media channels are our target consumer most receptive to? Social networking and online videos are effective ways to reach our audience. We have engaged with this through the Facebook App, Facebook ‘check-in’, the Twitter hashtag, viral video and promotion through Facebook student club pages including the sharing of photos throughout the campaign. - How can we make sure the enthusiasm for the brand is not lost after the completion of the campaign? Further communication through the online platform will keep students informed, along with the store opening and future events. It is evident that the use of primary resources such as our Project Partners, has proved invaluable when bringing this idea into reality. By working alongside Blazinstar, a commendable company who want to work with us and Bjorn Borg, it has proved that the campaign is achievable and brand appropriate.

WORD COUNT 5473


6.THE BIBLIOGRAPHY


6.1 LIST OF ILLUSTRATIONS Fig 1. Katie Crawford (2012) by Fi Edgley [online]. Available at: https://www.facebook. com/katie.crawford.908/photos [Accessed: 27th April 2012] Fig 2. Amy Gray (2012) by Alan Stock [online]. Available at: http://www.facebook.com/ photo.php?fbid=10150767289710930&set=t.515789925&type=3&theater [Accessed: 27th April 2012] Fig 3. Tom Trinick (2012) by Max Proctor [online]. Available at: https://www.facebook.com/ photo.php?fbid=10151672990360647&set=t.542431956&type=3&theater [Accessed: 27th April 2012] Fig 4. Adam de Villiers (2011) by Haddy Cosh [online]. Available at: http://www.facebook. com/photo.php?fbid=10150414635598238&set=t.502063769&type=3&theater [Accessed: 27th April 2012] Fig 5. Lauren Pinkus (2010) by Lauren Pinkus [online]. Available at: http://www.facebook. com/photo.php?fbid=269467049517&set=t.504849517&type=3&theater [Accessed: 27th April 2012] Fig 6. Lauren Friend (2011) by Faye Leppard [online]. Available at: http://www.facebook. com/photo.php?fbid=10150645633320134&set=t.719015370&type=3&theater [Accessed: 27th April 2012] Fig 7. Kate Morrison (2012) by Venetia Cohen [online]. Available at: https://www.facebook.com/photo.php?fbid=3017269243450&set=t.514972725&type=3&theater [Accessed: 27th April 2012] Fig 8. Carlos Adams (2011) by Chiara Pelizzari [online]. Available at: http://www.facebook.com/photo.php?fbid=10150217153844151&set=t.515698904&type=3&theater [Accessed: 27th April 2012] PAGE93


Fig 9. Jack Selt (2012) by Emma Burkinshaw [online]. Available: http://www.facebook. com/photo.php?fbid=206748912748983&set=t.100002416272289&type=3&theater [Accessed: 27th April 2012] Fig 10. Tom Hooper (2011) by Tom Hooper [online]. Available at: http://www.facebook. com/photo.php?fbid=10150192697251741&set=a.422371061740.206878.516996740&t ype=1&theater [Accessed: 27th April 2012] Fig 11. Acne SS12 Collection (2012) by Acne [online]. Available at: http://shop.acnestudios.com/shop/women/ss12-collection/uk.html [Accessed: 5th May 2012] Fig 12. Neon (2012) by Everything Fashion [online]. Available at: http://bcountrygirl03. tumblr.com/post/19781550603/neon-i-love-the-way-they-put-this-neon-skirt-with [Accessed: 5th May 2012] Fig 13. Traffic Hazard (2012) by Wolfclub [online]. Available at: http://wolfcubchronicles. blogspot.co.uk/2012/03/traffic-hazard.html [Accessed: 5th May 2012] Fig 14. Neon and Neutral (2012) by Merci Blah Blah [online]. Available at: http://www. merciblahblah.com/2012/01/random-p-inspirations-neon.html [Accessed: 5th May 2012] Fig 15. Look 1 of Paris Fashion Week (2011) by Blonde Salad [online]. Available at: http:// www.theblondesalad.com/2011/10/look-1-of-paris-fashionweek.html [Accessed: 5th May 2012] Fig 16. Rihanna We Found Love Brit Awards (2012) by Brits [online]. Available at: http:// www.brits.co.uk/britstv/2012-rihanna-we-found-love-live [Accessed: 2nd May 2012] Fig 17. Wagamama Box in Crisis (2012) by Crisis Facebook Page [online]. Available at: http://www.facebook.com/media/set/?set=a.378194932198132.90804.19475440387552 0&type=3 [Accessed: 5th May 2012]

PAGE94


Fig 18. Westfield Styling Cubes (2012) own photo Fig 19. BMW box on the slopes (2012) own photo Fig 20. Holi Festival Hands (2012) by REUTERS [online]. Available at: http://www.telegraph.co.uk/news/picturegalleries/worldnews/4973480/Holi-Indias-festival-of-colour. html?image=2 [Accessed: 25th April 2012] Fig 21. Holi Festival In India (2012) by Unknown [online]. Available at: http://3. bp.blogspot.com/-nut0bJOfL7U/T3FvU724_uI/AAAAAAAAAoU/KX8N_PEILSI/s1600/HoliFestival-In-India-3.jpg [Accessed: 25th April 2012] Fig 22. It has no idea, but it has feelings by Que Houxo (2010) by Shinpei Yamamori [online]. Available at: http://quehouxo.com/ [Accessed: 25th April 2012] Fig 23. Katy Perry Paint Birthday Party (2009) by Unknown [online]. Available at: http:// www.overloadit.com/tag/katy-perry-paint-birthday/ [Accessed: 25th April 2012] Fig 24. The Color Run (2011) by The Color Run [online]. Available at: http://thecolorrun. com/gallery/ [Accessed: 7th May 2012] Fig 25. Charlie Newman (2012) by Models1 [online]. Available at: http://www.models1. co.uk/details.aspx?srch=1&nav=&from=&resultsDrop=&modelid=492601&cityID=&su bid=7771&mainsubid=7771&sexid=2&indx=&ltr= [Accessed: 13th April 2012] Fig 26. Michelle Schermer (2012) by Models1 [online]. Available at: http://www.models1. co.uk/details.aspx?srch=1&nav=&from=&resultsDrop=&modelid=490227&cityID=&su bid=7776&mainsubid=7770&sexid=2&indx=&ltr= [Accessed: 13th April 2012] Fig 27. Charlie Newman (2012) by Models1 [online]. Available at: http://www.models1. co.uk/details.aspx?srch=1&nav=&from=&resultsDrop=&modelid=492601&cityID=&su bid=7776&mainsubid=7771&sexid=2&indx=&ltr= [Accessed: 13th April 2012] PAGE95


Fig 28. Michelle Schermer (2012) by Models1 [online]. Available at: http://www.models1. co.uk/details.aspx?srch=1&nav=&from=&resultsDrop=&modelid=490227&cityID=&su bid=7776&mainsubid=7770&sexid=2&indx=&ltr= [Accessed: 13th April 2012] Fig 29. Francisco Lachowski (2012) by Models 1 [online]. Available at: http://www.models1.co.uk/details.aspx?modelid=536231&nav=8&subID=7770&mainsubid=7770&sex id=1 [Accessed: 13th April 2012] Fig 30. Adam Prucha (2012) by Bananas Models [online]. Available at: http://www.bananasmodels.com/index3.php?page=fiche_model&id=751 [Accessed: 13th April 2012] Fig 31. Andre Bentzer (2012) by DNA Model Management [online]. Available at: http:// www.dnamodels.com/men-main-board/andre-bentzer/portfolio#/page/1 [Accessed: 13th April 2012] Fig 32. Oscar Spendrup (2012) by Ford Models [online]. Available at: http:// www.fordmodelseurope.com/index.php?model_department=3&model_ category=0&lang=en&model_id=986# [Accessed: 13th April 2012] Fig 33. Wrigley’s liking box (2012) by Wrigley’s Facebook page [online]. Available at: https://www.facebook.com/wrigleys5gum/photos [Accessed: 16th February 2012] Fig 34. Holi Festival (2012) by REUTERS [online]. Available at: http://www.telegraph.co.uk/ news/picturegalleries/worldnews/4973480/Holi-Indias-festival-of-colour.html?image=1 [Accessed: 25th April 2012]

PAGE96


6.2 LIST OF REFERENCES 2. The Consumer ‘the relative wealth of this group of students is apparent.’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012) ‘spend now, pay later’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012) ‘Younger consumers (aged 18 to 24) were the mostly likely sub-group to be attracted to experiential activity’ (Bashford, [online] 1/4/2012) 3.1 Key Trends ‘consumers get clothes that fit well, are durable and are of high quality.’ (Hansen, [online] 11/4/2012) ‘Stockholm’s street style is also becoming influential: known for a classic yet quirky look, the city’s residents regularly feature on blogs such as Facehunter.’ (Cochrane, [online] 23/4/2012) ‘desire to look good amongst their peers is a driving force for students, regardless of how much time or money is spent on clothes shopping.’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012) ‘the student market can be tempted with the underlying message of style and trend.’ (Mintel- Student Lifestyles- UK. 2010, [online] 24/01/2012) ‘not afraid to use bright colours or bold patterns on the right piece, and couple it with an emphasis on materials and quality.’ (Cansdale in Bakare, [online] 11/4/2012) PAGE97


‘Usually a high summer trend, we see neons continuing into autumn/winter as consumer colour confidence grows.’ (WGSN - Winter Neons. 2012, [online] 13/4/2012) ‘Brights continue to be one of next winter’s most commercial colour stories’ (WGSN Winter Brights Confirmation. 2012, [online] 13/4/2012) ‘Go for a simple colour pop.’ (WGSN - Winter Neons. 2012, [online] 13/4/2012) ‘the return of shining neons and fluorescent pastels across the entire show – think highlighter pen pinks, greens, yellows and oranges. It’s going to be a bright season come 13’ (Moran, 2012: 15) 3.2 The Creative Idea “something interesting needs to happen” (Kirk, 2012: focus group) “if you go to Bodega every week and then something different happens one of the nights then you’ll remember it more because it just sticks out” (Kirk, 2012: focus group) “if you keep seeing something and you don’t know what it is your more intrigued” (Derbyshire, 2012: focus group) “I think the rivalry and the whole competitiveness of hockey varsity is really good” (Butler, 2012: focus group) 3.3 The Marketing Strategy ‘91% of consumers said experiential marketing would encourage them to try a product they would not normally purchase.’ (Blazin Star, [online] 12/04/2012)

PAGE98


“I go out the most in first term but by second term I usually have a lot more work and less money to be able to go out as much!” (Selt, 2012: consumer interview) ‘Communication means securing the involvement of people in the group in which they live or work so that they become willing participants in its activities.’ (Markham, 1977: 1) ‘People carry their smartphones everywhere, which means retailers have a real opportunity to engage with them’ (Knowles, 2012: 11) ‘Most fashion brands have yet to realise the power of Facebook.’ (Perry, 2012: 18) ‘The use of stickers in advertising is not only an innovative way to attract attention, it is also an extremely cost-effective way to create a lasting impression.’ (Lum, [online] 18/4/2012) 4.1 Pre Launch “you’re more likely to talk about it with friends” (Derbyshire, 2012: focus group) “I’m more likely to interact more with viral” (Gribble, 2012: focus group) “I pay attention to videos more.” (Butler, 2012: focus group) 4.2 Launch ‘There’s a limit to what a traditional ad can communicate, whereas in experiential campaigns, consumers can talk to brand ambassadors.’ (Ephremsen in Bashford, [online] 1/4/2012) ‘bespoke promotional products & business marketing solutions’ (GPS, [online] 24/4/2012)

PAGE99


4.4 Realistic Considerations and Project Partners ‘The largest database of student-focused media in the UK.’ (BAM, [online] 19/4/2012) ‘Nottingham University market is a great one for luxury brands such as Bjorn Borg’ (Stephens, 2012: email) October is a month where demand starts to dip, so we’re always looking for innovative and creative ideas that will boost attendance.’ (Stephens, 2012: email) 4.5 Business Plan ‘43% of people that have experienced experiential marketing purchased the product following the exposure.’ (Bashford, [online] 1/5/2012) ‘67% of people exposed to experiential activity tell someone else about it’ (Wiley, [online] 3/4/2012) ‘to an average of 4 other people’ (Wiley, [online] 3/5/2012) ‘78% of people will act on a referral or recommendation of someone they know, like and trust’ (Duron, [online], 3/5/2012) ‘Considering the level of engagement you get from consumers, the campaign pays for itself.’ (Grounsell in Bashford, [online] 1/4/2012)

PAGE100


6.3 BIBLIOGRAPHY BOOKS ADAMSON, A. 2008. Brand Digital: Simple ways to top brands succeed in the digital world. New York: Pelgrave Macmillan BERSCHEID, W. 1978. Interpersonal Attraction. Canada: Addison-Wesley Publishing Company, Inc BUSS, D M. 2003. The Evolution of Desire. New York: Basic Books EVANS, J., CULLEN, C D. 2004. Challenging the Big Brands. Massachusetts: Rockport Publishers, Inc FREUD, S. 2000. Three Essays on The Theory of Sexuality. USA: Basic Books HEATH, S. 1982. The Sexual Fix. London: Macmillan Press HELLER, S. 2000. Sex Appeal; The Art of Allure in Graphic and Advertising Design. New York: Allworth Press INGLEDEW, J. 2011. The A-Z of Visual Ideas; How To Solve Any Creative Brief. London: Laurence King Publishing JAMIESON, H. 2007. Visual Communication; More Than Meets The Eye. Bristol: Intellect Ltd LEVINE, M. 2002. Guerilla P.R Wired. USA: Mcgraw Hill Inc LEWIS, R. 1996. Absolut Book; The Absolut Vodka Advertising Story. Boston: Journey Editions PAGE101


LOIS, J. 2012. Damn Good Advice (for people with talent!); How to Unleash Your Creative Potential by America’s Master Communicator. Phaidon: New York MARKHAM, J. 1977. Successful Business Communication. London: Witherby and Co NEUMEIER, M. 2006. The Brand Gap. California: New Riders OLINS, W. 2008. The Brand Book. London: Thames and Hudson PLUMMER, K. 1995. Telling Sexual Stories; Power, Change, and Social Worlds. London: Routledge RIES, A., TROUT, J. 2001. Positioning; The Battle For Your Mind. USA: McGraw-Hill STOKLOSSA, U. 2007. Advertising; New Techniques for Visual Seduction. London: Thames & Hudson Ltd ONLINE Absolut (2012) Absolut About [online]. Available at: http://www.absolut.com/uk/about/ [Accessed: 12th March 2012] Absolut (2012) Absolut Blank [online]. Available at: http://www.absolut.com/uk/blank/ [Accessed: 12th March 2012] Absolut (2012) Absolut Greyhound [online]. Available at: http://www.media.absolutcompany.com/Initiatives/ABSOLUT-GREYHOUND/ [Accessed: 12th March 2012] Absolut (2012) Absolut Media [online]. Available at: http://www.media.absolutcompany. com/ [Accessed: 12th March 2012]

PAGE102


Bakare, L. (2012) How Scandinavian Brands Made ‘Anti-Cool’ Fashionable [online]. Available at: http://www.guardian.co.uk/fashion/fashion-blog/2012/feb/09/scandinavianbrands-anti-cool [Accessed: 11th April 2012] Bam (2012) Bam: The Gateway to the Student Market [online]. Available at: http://www. bamuk.com/ [Accessed: 19th April 2012] Bashford, S. (2004) PRWeek - Experiential Marketing: The Exposure Effect [online]. Available at: http://www.prweek.com/uk/news/214645/Experiential-marketing-exposureeffect/?DCMP=ILC-SEARCH&fb_source=message [Accessed: 1st May 2012] Blazinstar (2012) Blazinstar Experiential Marketing Experts [online]. Available at: http:// www.blazinstar.co.uk/ [Accessed: 12th April 2012] Brand Republic (2011) Diageo doubles Smirnoff digital spend for nightlife activity [online]. Available at: http://www.brandrepublic.com/news/1048885/Diageo-doubles-Smirnoffdigital-spend-nightlife-activity/ [Accessed: 11th March 2012] Brand Republic (2010) Smirnoff kicks off international ‘nightlife exchange’ project [online]. Available at: http://www.brandrepublic.com/news/1027983/ [Accessed: 11th March 2012] Campbell, E. (2011) The Rise of Scandinavian Style [online]. Available at: http://www. stylesight.com/assets/marketing/pr/2012/presslink/MWB186.pdf [Accessed: 11th April 2012] Cheap Monday (2012) Carnaby Street Opening Party [online]. Available at: http://www. cheapmonday.com/news/35-carnaby-street-opening-party/ [Accessed: 11th March 2012] Cheap Monday (2012) Cheap Art Party [online]. Available at: http://www.cheapmonday. com/news/99-cheap-art-party/ [Accessed: 11th March 2012]

PAGE103


Cheap Monday (2012) Cheap Monday About [online]. Available at:Â http://www.cheapmonday. com/about/ [Accessed: 11th March 2012] Cheap Monday (2012) Customized by Nature [online]. Available at: http://www.cheapmonday. com/news/900-customized-by-nature-paris/?url=/news/900-customized-by-nature-paris [Accessed: 11th March 2012] Cochrane, L. (2011) Swedish fashion houses sweep UK high street as H&M enters Selfridges [online]. Available at: http://www.guardian.co.uk/world/2011/aug/26/swedish-fashion-high-streethm [Accessed: 23rd April 2012] Duron, M. (2011) The Power of Word of Mouth [online]. Available at: http://www.youbrandinc. com/brand-building/the-power-of-word-of-mouth/ [Accessed: 3rd May 2012] Global Promotional Solutions (2012) Events Wristbands [online]. Available at: http://www.globalpromotionalsolutions.com/wristbands/ [Accessed: 24th April 2012] Graffitilt (2012) Graffitilt Blog [online]. Available at: http://graffitilt.blogspot.co.uk/ [Accessed: 17th March 2012] Hansen, S. (2011) The Rise of Scandinavian Style [online]. Available at: http://www.stylesight. com/assets/marketing/pr/2012/presslink/MWB186.pdf [Accessed: 11th April 2012] High Snobiety (2012) Half Graffiti Hotel Room by Tilt [online]. Available at: http://www.highsnobiety.com/news/2012/03/01/the-half-graffiti-hotel-room-by-tilt/ [Accessed: 17th March 2012] Job, H. (2011) The Rise of Scandinavian Style [online]. Available at: http://www.stylesight.com/ assets/marketing/pr/2012/presslink/MWB186.pdf [Accessed: 11th April 2012] Lum, R. (2010) Creative Uses of Stickers in Advertising [online]. Available at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/creative-uses-of-stickers-in-advertising/ [Accessed: 18th April 2012] Lum, R. (2011) Using QR Effectively in Your Next Guerilla Marketing Campaign [online]. Available at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/qr-effectively-guerrilla-marketingcampaign/ [Accessed: 18th April 2012] PAGE104


Lynx (2012) Chaoswatch [online]. Available at: http://www.lynxeffect.com/uk/CHAOSWATCH [Accessed: 10th March 2012] Lynx (2012) Chaoswatch on Facebook [online]. Available at: https://apps.facebook.com/ chaoswatch/ [Accessed: 10th March 2012] Lynx (2012) Last Request Generator [online]. Available at: http://www.lynxeffect.com/uk/ last-request-generator [Accessed: 10th March 2012] Lynx (2012) Lynx Effect [online]. Available at: http://www.lynxeffect.com/uk/home/2012/ [Accessed: 10th March 2012] Lynx (2012) Videos [online]. Available at: http://www.lynxeffect.com/uk/lynx-videos [Accessed: 10th March 2012] Mah, J (2007) Abercrombie’s Marketing Hotness (Hot People = Hot Brand?) [online] available at: http://jessicamah.com/blog-121 [Acessed: 9th April 2012] Mintel (2010) Student Lifestyles - June 2010 [online]. Available at: http://academic.mintel. com/sinatra/oxygen_academic/search_results/show&/display/ id=508478 [Accessed: 24th January 2012] Models1 (2012) Europe’s Leading Model Agency [online]. Available at: http://www.models1.co.uk/ [Accessed: 29th April 2012] MTV (2010) Smirnoff Nightlife Exchange Project [online]. Available at: http://www.mtv. co.uk/news/smirnoff-nightlife-exchange/236788-smirnoff-nightlife-exchange [Accessed: 11th March 2012] PRCA (2011) The Smirnoff Nightlife Exchange Project for Diageo [online]. Available at: http://www.prca.org.uk/The_Smirnoff_Nightlife_Exchange_Project_2010_for_Diageo [Accessed: 11th March 2012]

PAGE105


Smirnoff (2012) Global Nightlife [online]. Available at: http://www.smirnoff.com/en-gb/ main/globalnightlife.aspx [Accessed: 11th March 2012] Splendid Comms (2012) The Smirnoff Nightlife Exchange Project 2011 Case Study [online]. Available at: http://www.splendidcomms.com/smirnoff-nightlife-exchange-project-2011 [Accessed: 11th March 2012] Spotify (2012) A World of Music - Spotify [online]. Available at: http://www.spotify.com/uk/ [Accessed: 25th April 2012] Stylesight (2009) Cheap Monday’s Eyewear [online]. Available at: http://blog.stylesight. com/denim/cheap-monday’s-eyewear [Accessed: 11th March 2012] Telegraph (2012) Holi: India’s festival of colour [online]. Available at: http://www.telegraph.co.uk/news/picturegalleries/worldnews/4973480/Holi-Indias-festival-of-colour. html?image=2 [Accessed: 25th April 2012] The Color Run (2011) 5k of color running madness [online]. Available at: http://thecolorrun.com/ [Accessed: 7th May 2012] WGSN (2012) ISPO: Winter Brights Confirmation by Lucesca Holmes [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Sport/2012/February/winter_ brights_sportcolourconfirmationautumnwinter201213.html.pdf [Accessed: 13th April 2012] Wagamama Box (2012) Wagamama Box Facebook Page [online]. Available at: http:// www.facebook.com/wagamamabox/info [Accessed: 2nd April 2012] Westfield London (2012) Future Fashion is..creating your look on a ‘styling’ touch screen [online]. Available at: http://uk.westfield.com/london/fashion/futurefashion/touchscreen [Accessed: 2nd April 2012]

PAGE106


WGSN (2012) LFW Window: VM Analysis by Claire Dickinson [online]. Available at: http:// www.wgsn.com/content/report/Retail_and_VM/Visual_Merchandising/Best_Practise/2012/ February/a_w_12_13_londonfashionweekwindowsvmanalysis.html [Accessed: 15th April 2012] WGSN (2012) Neon: Sport Colour Update by Lucesca Holmes [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Sport/2012/March/neon_sport_colourupdate.html [Accessed: 13th April 2012] WGSN (2012) VM Global Overview by Claire Dickinson [online]. Available at: http://www. wgsn.com/content/report/Trend_Analysis/Sport/2012/February/winter_brights_sportcolourconfirmationautumnwinter201213.html.pdf [Accessed: 15th April 2012] WGSN (2012) Winter Neons: Commercial Update by the WGSN Womenswear Team [online]. Available at: http://www.guardian.co.uk/fashion/fashion-blog/2012/feb/09/scandinavian-brands-anti-cool [Accessed: 13th April 2012] WGSN (2012) Womenswear Colour Usage: Living Design by the WGSN Womenswear Team [online]. Available at: http://www.wgsn.com/content/report/Design_Direction/ Womenswear/Autumn_Winter_2013_14/autumn_winter_201314coloureditwomenswe ar/a_w_13_14_livingdesigncolourusage.html.pdf [Accessed: 15th April 2012] Wiley, M. (2011) Research Proves Experiential Marketing Works! [online]. Available at: http://www.google.co.uk/url?sa=t&rct=j&q=research+proves+experiential+marketing +works&source=web&cd=1&ved=0CFoQFjAA&url=http%3A%2F%2Fwww.bdrc-continental.com%2FEasySiteWeb%2FGatewayLink.aspx%3FalId%3D2306&ei=O6aiT6-5NdT Z4QS76vHpCA&usg=AFQjCNHWoU2VQ3tsGN59QgkArp6flpwuGw [Accessed: 3rd May 2012]

PAGE107


MAGAZINES Clements, A. (2012) ‘Retail’s Big Ambition’, Drapers Multichannel Report, 30 March 2012, p. 4 Knowles, J. (2012) ‘The Year of The Mobile’, Drapers Multichannel Report, 30 March 2012, p. 11 Moran, G. (2012) ‘Spring 13 Get The Neon Treatment’, Drapers, 9 March 2012, p.15 Perry, J. (2012) ‘In The Know’, Drapers Multichannel Report, 30 March 2012, p. 15 Perry, J. (2012) ‘ TheOnline Journey’, Drapers Multichannel Report, 30 March 2012, p. 18 Ryan, J. (2012) ‘The Kooples, Kightsbridge’, Drapers, 23 March 2012, p. 18 Thomson, R. (2012) ‘Mirror, Mirror On The Wall’, Drapers Multichannel Report, 30 March 2012, p. 21

PAGE108


6.4 APPENDIX


Fig 1. ADAM DE VILLIERS KEY CONSUMER INTERVIEW TRANSCRIPT (22-04-2012)

Q: How old are you? A: 22 Q: What university do you go to? A: University of Nottingham Q: What course do you do? A: Industrial Economics Q: Where’s your hometown? A: Guildford Q: How would you describe your style? A: Probably like, quite casual but then colourful as well Q: What’s your favourite colour? A: Green Q: How would you describe yourself in 3 words? A: Err, Sociable, Ambitious, and Funny (I hope) Q: What do you do in your spare time? A: Run, go to the gym, hang out with mates, go to the pub Q: What do you wish you did more of? A: Skiing, generally just more fun stuff really. PAGE111


Q: Where is your ultimate student night out? A: I’m gonna have to say Crisis on a Wednesday, its a guaranteed good night out, plus I promote it so it’s definitely the best! Q: Why? A: Everyone is there, there’s a good atmosphere...it’s the one time every week that you can be sure you’ll see all your friends and that means something fun usually happens that you’ll find out about the next morning! Q: What music do you listen to? A: The Cheek, The Kabeedies, The Cure, The Smiths Q: Have you been on any nights out recently which have been particularly memorable? A: Not really I haven’t been out much recently as I have had lots of work and stuff, most of the nights I go out on sort of roll in to one though, aside from people doing funny stuff there’s nothing that really distinguishes one night out from the next. Q: Are you a part of any societies? A: Snowboarding Q: What is your favourite underwear brand? A: Bjorn Borg, Pull in underwear and Calvin Klein Q: What qualities about this underwear make it so appealing? A: It’s comfortable and well-designed Q: Where do you shop for clothes? A: Ralph Lauren, Crew, Adidas, Nike Q: Where do you buy this from? A: Shops at home or department stores, I sometimes shop online if I can’t get to the shop but I prefer being able to try stuff on PAGE112


Q: Do you ever buy underwear for anyone else? A: Yea, I buy lingerie for my girlfriend. I sometimes buy my brother boxers for christmas or something as well Q: How much do you roughly spend on a pair of boxers? A: I don’t know like £30 for a good pair of boxers but cheap underwear for like sports, which I’ll spend about £15 for three. I definitely spend more for good quality though, like, my Bjorn Borg underwear, its a bit more expensive but its worth it for the comfort. Q: What type of advertising do you buy in to? A: I don’t know like adverts on a brand’s website, and probably virals, if they’re cool I like sharing it on my friends’ walls. Q: What type of promotion would make you more excited about a brand? A: Videos like Nike’s skate boarding video on their website Q: How did you get your job at crisis? A: Through a friend of mine who knew the manager of Crisis Q: What are your aspirations in life? A: When I finish my contract with Ipso Facto, the company that owns Crisis, I plan to move to London and get a new job

PAGE113


Fig 2. CHARLOTTE BROOKS KEY CONSUMER INTERVIEW TRANSCRIPT (21-04-2012)

Q: How old are you? A: 22 Q: What University do you go to? A: University of Nottingham Q: What course do you do? A: Joint honours in History and History of Art Q: Where is your hometown? A: Wimbledon Q: What’s your favourite colour? A: Blue Q: How would you describe yourself in 3 words? A: Excitable, Adventurous, and Friendly Q: What do you do in your spare time? A: Umm, when i’m at uni I don’t have any spare time because I work so hard (laughs), when i’m at home I go to the cinema, it depends if its raining, umm no I go to the cinema, go to the pub, go out for dinner, I go out more at uni like clubbing and stuff but over summer I go out quite a bit at home, go to galleries and exhibitions and like to the theatre.

PAGE114


Q: What do you wish you did more of? A: Probably going to see art exhibitions that I see on the internet but I don’t have time to go and see, or like just going and doing fun stuff, I’m so swamped with work all the time that going out becomes a rarity. Q: Where is your ultimate student night out? A: Umm my ultimate student night out would be at Crisis in Rock City, they do really cheap drinks and everyone I know is always there so it guarantees a good night out. It is really great but I do sometimes wish they’d mix it up a bit, like everyones known to go on a Wednesday but they just need something which would make it that bit more memorable. Q: I mean, you’ve sort of answered it but what would make this night more fun? A: Oh, umm, something like that, sort of like an experience or something you could interact with. Q: Have you been on any nights out recently which have been particularly memorable and if so, why? A: Well, any nights at Pop Confessional are really fun, there isn’t any other nights which have stuff like that so it sticks out in my mind. Q: What type of music do you listen to? A: I’m a bit rubbish with new music, its really annoying because I do actually want to listen to cool stuff but I just don’t know where to find it and stuff... but basically I quite like, like relaxed House music, like techno-ey maybe. Q: Whats your favourite underwear brand? A: Topshop, well for basics it’s just easy, but for sexy underwear I really like Elle Macpherson cos they have the best range and it fits really well. I like quite bright stuff for my basics because I get bored of wearing the same black pants everyday.

PAGE115


Q: Where do you shop for clothes? A: Well probably Topshop, umm I haven’t been shopping in ages, Urban outfitters is like a staple in my mind! H&M is great, I really like that they have like bright basics. Q: Do you buy this in-store or online? A: I never buy online. Q: Why not? A: Because I just find it so stressful, and postage and packaging is so expensive. It’s ridiculous actually, I had a basket full of £400 worth of stuff on the Urban Outfitters website but then it was just so difficult to sort out how to pay for it and what my password was and whatever that I just got so annoyed and had to stop (laughs). Q: How would you describe your style? A: I’d probably say I was in the middle of edgy and conservative, like I don’t think I’m completely standard but not too out there. Sort of bold-classic style. Q: What qualities about the basic underwear makes it so appealing? A: Comfort I suppose, or fit maybe. I guess I’d buy more expensive underwear if I knew it was super comfy, like the manufacturing at Topshop is a bit shit these days so I don’t think i’d mind paying more for quality stuff. Q: Ok, and what qualities is it about your sexy underwear that makes it so appealing? A: Oh, umm just looking good, I like that I know I’m wearing this sort of slutty underwear underneath my clothes and no-one else does (laughs). Q: Do you ever buy underwear for anyone else? A: Yeah, I buy Calvin Klein’s for my boyfriend because its just easy. My brothers love Bjorn Borg underwear, the boys literally love them actually. I think they really like the cool colours and patterns and stuff, and they’re just different!

PAGE116


Q: How much do you spend on underwear? A: Umm well nice underwear is really expensive so I’d probably spend up to about £100 and I buy that quite a lot.. so maybe like 4 or 5 times a year and then occasionally I go a bit mental, like in Barcelona I spent about £300 but that’s only once a year! Basic stuff I’ll probably spend about £20 to £30 on, as I said, I’d pay more for comfort definitely. Q: What type of advertising do you buy into? A: I think print works better for me than TV.. Q: Ok, so, did you ever go to see that Wagamama’s Box in Crisis where you could go and sing karaoke and stuff? A: Ohhh yeah, that was cool! I remember everyone was going crazy about that with the wigs and stuff. Yeah I definitely think things like that, like interacting with the brand or whatever, its cool when they take the brand but then make it into something else, so like with the Wagamama’s Box, they didn’t actually give away Wagamama’s or anything it was just karaoke because of the Japanese origin and stuff. Q: What type of promotion would make you more excited about a brand? A: Umm I like free stuff, I guess any student does, but like stickers, key-rings, I really like collecting stuff for my wall. Actually I remember when they were promoting that CMYK night, they just put posters literally everywhere and stickers and stuff through our doors but they didn’t say anything, it just had the date of when it was and how to get tickets. That was really exciting, like everyone was like ‘what the hell is this?!’. I think things like that are great, keeps you guessing doesn’t it and everyones so keen to find out what’s going on! Q: What are your aspirations in life? A: Oh god, umm to get a job, have kids eventually. I guess right now I just want to find a job and then take it from there.. actually I sort of wish I could just stay at uni forever but thats not realistic (laughs).

PAGE117


Fig 3. FEMALE FOCUS GROUP TRANSCRIPT (19-3-2012)

K: Katie Derbyshire H: Holly Wilson N: Nicola Kirk A: Ashleigh Gribble C: Chelsea Drablow E: Emma Burkinshaw M: Mimi Phillips Q: So were going to ask you about student lifestyles first, so just feel free to talk openly about this! So what are the key things you do day-to-day, describe your typical day? A: Wake up late, unfortunately about 11, get ready, have something to eat, come to the library, go to my seminar, today I’m gonna go home and go to the gym, then have dinner, watch some TV and then either have a drink or go to bed. H: Err I wake up about 7, watch TV till about 9, come to the library for half 9, stay in the library till about 4/5 err then come home, eat here or eat out then maybe go for drinks, if not then just chill out in the living room and watch TV. N: Get up in the morning about 9ish, start work about 10, I usually work from home unless I have a tutorial, make food, watch TV again go out for drinks but if not then just chill. K: Get up at like 7, get to uni for 8 and then I’m just in the studio all day till about 7ish, come home have my tea and then carry on doing work till about 12ish N: We know who the dedicated student is! Q: When generally is your free time? A: Friday evenings H: I don’t do anything friday evenings (all agreeing) PAGE118


Q: What about during the daytime though? H: Probably lunch time hours, cos on a normal day when I’m in the library I’m in 9-12 and then I’d probably get something to eat and just mess about on Facebook for a couple of hours or go out and have lunch, yeah I’d say lunch hours. N: I’d say like 6 till like 8 K: 7- 7.30 at night (laughs) Q: What do you do during this time? N: Watch TV A: Go to Tesco, I go to Tesco like 3 times a day, not even for anything, just for fun. H: Err yea watch TV Q: What do you like as students, so what do you like doing? A: Going out for casual drinks H: Yeah like going to the pub, like just chilling out, like now, because were in third year, I’d much rather go out for casual drinks than out out. K: Yeah like spontaneous drinks A: Yeah the pub quiz was fun the other night! H: Yeah stuff like that Q: What do you not like? N: Working K: Not having a life because I do Fashion Design Q: What did you love about your first year at uni? N: Didn’t have a lot of work K: Just like fun, it was ok to be reckless because it didn’t count. H: Yeah just being able to just go out and not care about the consequences Q: So whats different now? K: Its serious now, this is when it counts H: Do the first 2 years not count for Fashion Design? K: No, this is it. PAGE119


Q: When have you had the most fun at uni? K: First year or this year A: Umm I’d say second year, cos you know everyone but then its not as much serious work so like you go somewhere and you know quite a lot of people are gonna be out whereas in first year its just a bit like..you don’t know! (all agreeing) Q: When do you find yourself losing your inhibitions, so when your carefree? H: When I’m drunk K: When I’ve met a deadline, and then for that one night I’m off. A: Yeah when I hand in work, that night I’ll go out and just not care. K: Yeah hand-in day Q: So what are you currently looking forward to and why? N: 11th May H: Deadline day N: Yeah cos then after that I don’t have to do any more work so I can just do whatever I want. H: Yeah 25th May K: 20th June Q: When would you say you were living life to the fullest? A: Just after student loan, you have loads of money and you can just buy stuff without worrying. H: Yeah I agree N: Probably most in first year, cos I had never had that much money so I was just like going crazy Q: What reminds you of that moment? K: Everytime I see someone doing the walk of shame, I’m always like, yeaah they had a good time! (laughs) A: People in the arboretum on a sunny day.. or walking past the old SU, I had a good time there. PAGE120


Q: What are your aspirations in life? A: Get a decent grade and then think about that after, I’m just focussing on graduating at the moment (all agree) Q: And what brands remind you of being at uni? K: I feel like Topshop’s thrown in your face, like everyone is wearing it everywhere. A: Red Bull, and Kick, like Tesco’s cheap version Q: Is that more just being in the library? A: Just, you see like the week before exams everyone is walking around the library and Bonnington with like 5 cans of red bull with them H: Yeah theres always a shortage of Kicks in that Tesco, like you have to get there early to stock up! K: Levis high waisted shorts H: American Apparel hoodies Q: Any food brands at all? K: Dominos A: McDonalds Q: What product do you find yourself buying over and over again? H: Like make up? K: Oh well like stuff you always need? Q: Yeah K: Well I always buy Boots cucumber face wipes Q: So why do you buy them over other brands? K: They’re always 2 for 3 and there really like, there not really harsh on your face N: Nivea moisturiser Q: And why do you buy that? N: Cos I’ve tried loads and its the best H: I just always get No7 foundation cos its the only one that really suits my skin K: Oh Yorkshire Tea, god when I see the bottom of that box, my heart just sinks. (laughs) PAGE121


K: I’ve had so many other teas and it really is just the best Q: Ash, how about you? A: Aussie Gold conditioner, if our house is low on Aussie Gold then it’ll be a massive nightmare, like we’ll all drive to Asda and stock up. All my house use it, and we all use the hair masks like twice a week ill do a hair mask and sleep in it and then wash it out in the morning.. and its like the Aussie Gold is just one of the better conditioners Q: But why do you think its better? A: Its more expensive, and its more specific to your hair so like they’ve going the miracle moisturiser one or the three minute reconstructive Q: You know you said its more expensive, do you think thats a sign of a better brand, like a higher price point? A: Mmm well its a more well known name for being better Q: Ok, so what in your life at the moment needs more excitement? K: Well if I think about my past and future, I need to get excited about things in work, like I need to find more inspiration in things. H: Yeah I guess I just get bored sometimes A: Yeah like I find the same routine really boring H: Yeah I need something to shake up my routine N: Yeah something interesting needs to happen Q: Whats stopping you from adding that? H: Knowing it’ll fuck up my degree N: I just haven’t got time Q: To add excitement to your life? N: Well, to add things that I would want to be doing K: But like what, what would you want to add? N: Dunno, going to the gym more, going out more (laughs) K: You count going tot he gym as exciting! You can add those! H: Like seeing my boyfriend more and stuff like that A: Yeah I guess just money and time, and then knowing I’ve got other stuff I need to be doing. PAGE122


K: Yeah and also Nottingham is pretty small, like once you’ve done everything in first year you’ve done it by now, its just like repeating when I’ve got work to do. If there was something going on that was exciting then I’d probably go but its just the same now. Q: If you could be doing anything or be anywhere, what or where would it be? H: Travelling, in South America K: I’d learn to surf, like Kate Bosworth in Blue Crush (laughs) Q: Have you been travelling already to make you want to go away again? H: Well I’ve done Thailand and Asia and stuff but like knowing that my friends have graduated already and now they’re like literally no worries whatsoever just chilling out surrounded by this beautiful country. Q: Do you see pictures on Facebook? H: Yeah, definitely, definitely, like I don’t think I would usually care but because I’m seeing it constantly in my newsfeed and like cos I go on Facebook all the time and its just there and then you look at your surroundings and your in the library and they’re on this beautiful beach and your just like, eurghhh why! Q: What events have you guys been to where you’ve had the time of your life? K: I’d say like Benicassim or Bestival probably, that was just like really carefree, like you didn’t have to think about anything, worry about anything, and you didn’t know anybody so it didn’t matter what you were doing, it was just getting away from anything. N: Yeah I’d probably agree, like going to festivals more than anything K: Yeah cos I think because your in a hot country, and running around half naked its just way more fun! (laughs) H: Yeah festivals, cos at uni, like its always fun but then there is always that thing in the back of your mind being like I’ve just made a complete fool out of myself infront of so many people. K: Yeah your always very conscious of whose around Q: Why are you so conscious? K: Because within our group of friends like everybody knows everybody and so its just PAGE123


one of those things I don’t think you can get away with doing anything without everyone finding out someway or another Q: Why do you care if anyone found out? K: Well not like that, I mean just... N: Like things get around so easily, like things get said about you K: Yeah like if you do something inappropriate its just like eurgh I never want to remember that but everyone knows about it already! A: Yeah I think its just always things outside of uni life like Creamfields or Ibiza just where you with your friends and your so relaxed and not thinking about work K: Yeah cos in uni your still in the situation where you have work to be doing and your near work. Like when you go on nights out people will be like ohh hows work and its just like, can you not! N: You just cant get away from it Q: What events have you been to since the start of uni that have stuck out in your mind? K: Umm my internship was probably the most influential to my future, like what I’m at uni to do. H: Yeah I feel like uni in general has made me just more confident in general, like cos I had this job in Turkey last year and I went completely on my own with a family I didn’t know and I don’t think I would’ve been able to do that if I hadn’t of been to uni, like have the confidence to be mature in situations. Q: Have you had any nights out experiences which you’ve already remembered? N: Theres been loads that I remember but none particularly stick out K: Yeah like first year has completely rolled into one, its just a distant memory. H: Yeah like nights come up in conversation when your not really thinking about it K: Yeah like when your laughing about a funny time you had or something but you cant specify where it happened Q: Do you think an event which had different things to entertain you whilst you were out would stick out more in your mind? K: I think when I’ve been on nights out, like theres different areas to go to thats usually quite exciting

PAGE124


N: Yeah like different rooms or like different types of music thats usually quite good like different themes everywhere its quite fun to have stuff like that because it makes it more distinctive then Q: When something different happens from the normal night out that will catch your attention then? N: Yeah like if you go to Bodega every week and then something different happens one of the nights then you’ll remember it more because it just sticks out Q: Are there any Viral videos on youtube that have caught your attention recently? H: Kony. (agreeing) H: And then one after Kony, the guy talking about how it was all political warfare Q: What about before Kony? A: The one on the train, with the women shouting at the guy, the racist woman. K: Do you mean like just Youtube videos? A: Texts from Bennett K: Cos like animals always get me, like I always send them to everyone. H: That snake with the kitten K: Ohh that thing, lick this lollipop, like you had to go on to this website and its like click to lick the lollipop so you do and then you have to grant it access to your Facebook profile and it comes up with this picture of a creepy guy like looking through your Facebook and then you see he’s looking at all your pictures and then all of a sudden he prints off this thing which says all your contact information and where you live and stuff and he’s in a car driving to you. Its really creepy! But like once i’d seen that, I showed it to a bunch of other people and then I think like even last week I saw someone looking at it again. Q: Is it because it got to you personally, like is that why you remember it so much? K: Yeah definitely like It really freaked me out! But then theres other ones like the mummy cat with the kitten and I sent that to everyone! N: Theres another one like the lollipop one thats like an alley and its counting down and then its a big celebration of your Facebook page PAGE125


A: I hate that thing at Christmas that everyone makes of themselves like that elfyourself thing, its so bloody old now, no-one cares. Q: Would you say the fact it involves you gets to you more or like what is it you prefer so like humour, scary things..? H: Yeah like humour N: I like it when they do stuff like that with your face on it and stuff Q: What about all those flashmob videos? K: I liked that wave one, the Quiksilver one Q: Do you prefer viral ads or print campaigns? K: Well, I love print, like I love getting a magazine infront of me and just giving half an hour of my day just to reading it but then I also love like the newer video campaigns and stuff, I don’t know I guess I see a lot more of the fashion ones because of my course but they try and be a bit more quirky about things Q: Would you say you were more affected by the virals or the print campaigns? H: Yeah cos you cant get away from them K: I don’t know, I think I can get away from viral pretty easily cos I can just not watch it H: Yeah cos with print I can just ignore it whereas with viral I will just end up watching it cos its only quick and I want to know. Q: So like when you read a magazine would you say you remembered any of the print campaigns? K: Well yeah, but only because they’ve been around for a couple of weeks now so I’m used to them anyway. I do just really love all the fashion print campaigns though, but I guess that just comes with the territory. N: I’d say print, just because, well I do Graphic Design so I feel like I’d be letting my course down (laughs) and I like to see things on paper H: Thats the thing, like I used to subscribe to Total Film but now I just go online because its basically the same content but for free and its more up to date. A: Yeah I’d say viral, like with my course I don’t necessarily pick up a lot of print so I’m more likely to interact more with viral because it clogs up my newsfeed. PAGE126


K: Like if I saw just one of my friends posting about something I’d probably just ignore it but then if loads of people are liking it and commenting on it and stuff then I’ll watch it because I want to know whats going on! Q: What about if you were looking through a magazine and it had a sort of blank advert which didn’t really explain itself but just had a website or something that you had to go to, do you think you would want to look it up? N: I think I would, but I think a lot of people wouldn’t K: Yeah like if your next to your laptop then you would but if your not then I feel like you’d just forget. Q: Have you heard of experiential marketing? N: Experiential? Nahh no idea (all agree they don’t know) Q: Ok so its basically when you experience a brand outside of its usual context K: Well yeah last year I went to Diesel’s event at Spankys which was like music playing and a sort of pop up shop and that was good, like a bit quirkier and it really engaged me Q: Did you notice the brand more after that? K: Well I did go in to Diesel after that, just to have a look cos I was walking down the street Q: If the brand wasn’t as well known would you of been as tempted to go? H: I think with things like that, its really more about if you know people are going your more inclined. N: I dunno if they were giving away free stuff that always entices me! H: I feel like if its a brand that you don’t know then it really depends on whose going and stuff. K: Yeah like Vice did that one in Stealth a bit ago where they gave out free American Apparel stuff and I guess that was quite a big reason to go for a lot of people, well I mean I don’t think they even gave out that much stuff but it got people there but that was more of an established brand but a new night so I think it worked well. N: I think with those nights you really just think about who went not so much what the night was and stuff. PAGE127


Q: If you knew that a certain group of people were going then would that entice you more? K: Yeah definitely like if my friends were going then I’d be like ye sure, why not, cos I think its more about the people going. Holly later mentions the Green Festival in the Arboretum and they continue talking K: I think with experience campaigns they’re more effective these days, like if you keep seeing something and you don’t know what it is your more intrigued, like you need to see it over and over again. Like and then your more likely to talk about it with friends and stuff, like Bangers and Fash when we were in halls I always remember there was always a spray paint of that on the floor and I kept thinking I really want to know what this is! A: Yeah there was one last year with QR codes and I think the people who made it just wanted more hits on there website and they were posted everywhere and it just said ‘want to know what I’m for then scan me’ and it turned out it was for the degree show for Marketing at Trent and they got sooo many more hits Q: Ok well, thank you everyone for taking part!

PAGE128


Fig 4. MALE FOCUS GROUP TRANSCRIPT (21-3-2012)

C: Chelsea Drablow E: Emma Burkinshaw M: Mimi Phillips Max: Max Anastasi T: Tom Butler N: Nick Booth C: So.. What are the key things you do day to day. Can you describe a typical day in your uni life in your lives please? M: Student university life… T: I was gonna say do you mean…? N: umm. How specific? M: Not that specific. C: You don’t have to tell us like what you had for breakfast. N: Oh right… Get up, come to the library.. probably buy a drink, have something to eat, work. C: Alcoholic? N: Not alcoholic. M: What time are you here (library) till? N: Umm half ten at night. M: And then you go to bed or..? N: Well no because that makes me sound like an absolute square… it makes me sound like I get out of bed at nine and run to the library. M: Do you watch TV when you get home? N: Yeah M: Do you go out in the evenings? N: Yeah sometimes but I don’t have any money. M: And you? Max: Get up at I don’t know… nine.. try and wake you up (Tom) you don’t usually wake up. Probably get to uni at 10/11 and probably stay till five. M: Yep and then... PAGE129


Max: Work all day, then go home have dinner, watch TV.. that’s about it really. M: K Max: Then go to bed. T: We are like the least exciting people. (Laughter) T: You shouldn’t pick third years… yep pretty similar to his story really. He tries to wake me up, I usually get up at about ten, probably come to uni for a bit then think gonna go home and eat lunch now and then I just work at home as I find it easier to do it on my computer and then occasionally go out but not that often as none of us have any money and its third year and we have to work all the time so that’s about it really. E: When is your free time.. in the day? Max: Mainly at uni really… N: Yeah I try to have free time in the day I try not to be solidly working. E: For how long? C: What do you do just chill or…? N: Yeah go and get food. T: Take a lunch break. N: Yeah C: What do you guys do in the evenings? T: Play Fifa, mainly Fifa err watch films… watch a lot of films. E: Online? T: Yeah or some I’ve downloaded… probably shouldn’t have downloaded really.. TV really… I’ve been watching a lot of House recently. E: House is good. M: I hate it. T: I mean its ok, I don’t know why I got so into it, I’ve watched like every series. M: It’s the same episode every single time. T: I know, exactly the same but its still great. Hugh Laurie is such a bastard in it as well but you’ve got to love him (laughter) so sexy! E: What do you like as students? T: That’s a hard question. E: Yeah it is. C: Yeah so it’s like what do you enjoy about being a student compared to what it is gonna be like when we all leave and stuff?

PAGE130


N: I guess being around people. T: Yeah your constantly with your friends and stuff.. constantly around people. You live with your mates and stuff and your not at home which is pretty sweet… you don’t have your parents around which is cool. Max: I guess not being in straight 9 to 5. T: Yeah E: Did you guys take gap years? Max: Yep T: Ummm.. I didn’t I just went straight to college. E: You didn’t did you Nick? N: No E: And what did you not like about being a student? Max: Being poor the whole time. N: Yeah work. E: What, uni work? N: Yeah uni work. T: Constantly trying to balance my funds and I think uni has made me incredibly lazy. N: Yeah T: Coz you can kinda do whatever you want. M: What did you like about your first year at uni? N: Haaa didn’t matter.. didn’t have to pass it. Well you had to pass it but it didn’t count so it was just wild first year and its like your first year away, just drinking for a year. T: And meeting loads of new people, you make loads of new friends which is pretty cool. N: And its so easy to meet people as well, you know people and then you get introduced. M: Do you think now in third year you don’t meet as many people? N: Yeah T: Yeah Max: Yeah M: Like you don’t feel the need to? T: It’s because you are kind of set in your friendship groups. Max: And also you don’t go out as much as you use to so you don’t get the opportunity to meet people. M: Do you think that was the same for second year or do you think you gradually… PAGE131


N: Yeah gradually I think as in first year you go up to anyone and will be like hi and talk to them and then by third year you’re a bit like… T: Awkward… N: Yeah…your like why are you coming over to me M: “Can I please be your friend?” (laughter) N: Yeah C: And what’s different about it now compared to first year? T: You don’t go out as much anywhere near as much. N: Work T: Yeah it’s actually upsetting. N: And like everyone is the same… like everyone in first is like oh don’t worry I’ll leave my work till tomorrow but now everyone has different deadlines. E: When have you had the most fun at uni? N: Ummm M: During the whole time you’ve been here… T: I don’t know really… the whole time C: Yeah but it can be like in between term times like Summer, like whats been the most fun time in the past three years of your lives kinda thing? T: I guess going to festivals with uni people has been really fun. That was really good and playing hockey at uni has been really fun. Max: Freshers week. T: Yeah Freshers Week was pretty awesome. M: I hated Freshers! T: You did spend six nights in the SU, which was ridiculous just the stickiest place in the world! N: I’d say like second year because you’ve made your friends and everyone is chilled in second year. T: Yeah… I think second year was the best year. Max: Yeah N: Because first year you need to get out there and make your friends where by second year you’ve got them so ye second year. We had loads of barbeques and stuff like that. M: Umm when do you find yourself losing your inhibitions? N: When I’m really drunk and I don’t know when to stop! T: Yeah I’d go with that! PAGE132


Max: Yeah M: Yeah when your on codeine as well… yeah? T: Well that’s just falling asleep… generally being a nuisance. M: Ummm C: What are you currently looking forward to? T: Finishing uni. N: Yeah Max: Don’t have to worry about getting anything done. Just have fun.. get the deadline done. T: After the deadline we’ve got a few weeks of doing nothing at uni, which is gonna be pretty cool. M: Yeah? N: Yeah Max: Yeah M: When would you say you were living life to the fullest? N: I don’t know… Whenever I go out I try and hit it hard, I never have a night where I aim to come home at one. M: Yeah N: Yeah whenever I go out. T: Yeah whenever I go out or playing sport. N: When its really sunny in Nottingham. T: Yeah in the Arboretum. N: Yeah in the Summer is really good! C: So what reminds you of all of that stuff like pictures or the weather? N: The weather like if I wake up and it’s really sunny I’ll wanna do something like going to the Arboretum or something. M: What are your aspirations in life? N: Ahh.. God… T: Probably find a real job and going skiing, running away from it all for a while. N: Not to mature or grow up. M: To live life to the full forever? N: To live life to the full forever.. exactly that. (laughter) Max: Just to be happy really. PAGE133


M: Awww C: Settle down have a family…? Max: Yeah exactly. M: What brands remind you of being at uni? T: Tesco Value N: Yeah.. Dominos Max: Asda M: Any clothing brands at all? Max: American Apparel N: Yeah T: Yeah C: Are there any products that you find yourself buying over and over again.. like is there one thing that you go back and replenish it? N: Tesco Value vodka. T: Original Source shower gel… Lime…. It’s like the best thing! E: What about you? Max: Ummm I don’t really have a particular thing I go back to. M: Hair wax? Max: I do go for a particular hair wax but they’ve stopped selling it now. E: What hair wax? Max: It’s called Fish M: Oh I know that. Have you tried Fudge? Max: It’s quite expensive though. E: Dax? T: Noo my hairs too light it just sits like a blob on my head. E: What do you use? T: I have fish as well. Fish texturizing gum. It smells really good. E: Nick what do you use? N: Whatever is on offer… like 54p stuff. C: So you buy that brand like the shower gel because of the smell and stuff yeah? T: Yeah the smell. E: And why do you always use Fish gel? M: Was it trial and error originally? PAGE134


Max: I just went to Boots and was like I need to get hair wax. Maybe dip my finger in the pot to feel the texture. E: Umm what in your life needs more excitement? M: Like when are you most bored? T: I wish uni work was more exciting. Max: Yeah T: It becomes a bit of a chore now. Max: Because there’s like set deadlines. T: Yeah and its not really fun as you have to fill in gaps of work and it’s a process you have to do. I think a lot of it is not really relevant. E: Whats stopping you from adding this excitement? C: Like when you have that free time and your not doing anything? T: Like it would mean I walk around doing stuff on my own really… I don’t know. N: Money T: Yeah Max: Yeah N: Other people’s commitments and stuff. E: If you could be anywhere or do anything what would it be? Max: Skiing T: Yeah skiing N: Yeah holidays M: So getting away… N: To live life to the full abroad. M: Yeeah there you go. E: Umm what event have you been to where you have had the time of your life at? M: Any events recently that you’ve thought this is great? T: Ice hockey varsity… I thought it was amazing, really exciting. C: Why was it so exciting? T: I don’t know just really good fun. C: Were you playing? T: No. Hockey Varsity is really good as well. I just think it’s really cool that there is such a big event that is a university event. There’s like 7000 people there and that’s just from two unis, which is really exciting. M: Yeah pretty fun.


E: Was it also fun because it was with another uni as well? T: Yeah I think the rivalry and the whole competiveness. Max: Ski trip was pretty good. T: Yeah ski trip was awesome! M: How did you find out about those events? T: Umm the varsity stuff is like everywhere and the ski trip… snow sports. M: Which experiences have stuck out in your mind? In holidays as well. N: Umm Fresher Repping. I did have a broken foot but it was still good. M: Was that because it was like being a fresher again. T: Ye playing in Varsity last year was really fun. M: Being a battle on the field. T: Yeah I’d say so. M: Max any experiences? Max: I don’t know really I’m tryna think of what I have done. Umm.. are we thinking like holidays and stuff? M: Yeah Max: Went to Thailand over Christmas that was pretty cool. Cyprus in Summer. I went to the Winter Olympics in first year, which was pretty cool. M: Did you? Max: Yeah! C: Have there been any viral videos that have caught your attention recently? N: The cinnamon thing… C: Oh yeah eating cinnamon! M: What’s that? N: Where you put a spoon of cinnamon in your mouth and it goes Phoooo and you puke it out. I’ve done it. It’s horrible. M: You’ve done it? N: Yeah its horrible. Don’t do it. I had like purple blood vessels. C: Why did you do it?! N: Because I was really drunk… I was like I can eat cinnamon airwaves I can do it. M: Eurghh N: Umm the dog.. the video where its chasing deers… Fenton. M: Oh that’s in Richmond Park.. yeah yeah. T: That’s amazing

PAGE136


N: Where’s that? M: It’s near me! T: Umm probably the monkey riding the pig… that’s pretty awesome. N: Yeah T: Oh ye have you seen the frog on the iPhone? C: Oh that one… M: Yeah I think I showed it to you. C: Yeah I think you told us about it. M: Yeah it’s really funny. T: It’s like tryna squash the bugs on this iPhone App. It’s trying to eat them. But it cant obviously. C: How did you guys come across them? T: On Facebook. N: Yeah everyone on social network things. It’s the thing to do like “oh have you seen that?” M: Mainly animal ones… T: Yeah I live with Rahul as well so there’s always like a string of animal videos. C: Does he love animals? T: He just loves stupid videos. He spends a disproportionate amount of time doing that. It’s ridiculous! (laughter) M: Umm do you prefer viral ads or print campaigns? So like I don’t know if you’ve seen on Youtube but the Cartier advert or like just adverts on Youtube or just a print advert that you would see in a magazine…. N: I don’t know T: I think I pay attention to videos more. N: Yeah Max: More engaging. N: Videos probably hold your attention more than printed would… M: Mmm N: But if it’s printed well then id be more likely to read it. M: Ok E: Ummm have you heard of experiential marketing? T: What? PAGE137


E: Experiential marketing… like an experience but experiential? T: No Max: No N: No… is that the wrong answer?! C: No basically its like when you experience a brand but in a different context so… M: So you know like Red Bull, they do the Flug Tag.. the flying thing? That’s like experiential marketing because your experiencing Red Bull… C: But not actually drinking it. M: Yeah.. what are your thoughts of that kinda idea? T: So it’s like not really to do with the brand? M: Yeah C: Do you think it would make you want to look at what the brand was or that’s just cool anyway…? M: Do you think it is more engaging than just like “here’s a flyer.” N: Yeah! Max: Yeah T: Yeah Max: It’s more exciting. M: Yeah.. ok that’s it. C: The end. E: Thank you so much. C: Thanks. M: Thanks.

PAGE138


Fig 5. CALLUM SNEDDON EMAIL

PAGE139


Fig 6. GPS WRISTBANDS ENQUIRY EMAIL

PAGE140


Fig 7. CONTACT WITH UNIVERSITIES VIA EMAIL 7.1 CARDIFF UNIVERSITY

PAGE141


PAGE142


PAGE143


PAGE144


7.2 UNIVERSITY OF EXETER

PAGE145


PAGE146


7.3 UNIVERSITY OF BIRMINGHAM

PAGE147


7.4 OXFORD BROOKS UNIVERSITY

PAGE148


7.5 UNIVERSITY OF MANCHESTER

PAGE149


7.6 UNIVERSITY OF BRISTOL

PAGE150


Fig 8. CONTACT WITH BAM 8.1 EMAILS

PAGE151


PAGE152


PAGE153


PAGE154


8.2 EXCEL ATTATCHMENT OF RESPONSES FROM UNIVERSITIES

PAGE155


Fig 9. ENQUIRIES TO EXPERIENTIAL MARKETING COMPANIES 9.1 HOT COW EXPERIENTIAL MARKETING AGENCY EMAIL

PAGE157


9.2 TRIBE MARKETING EMAIL

PAGE158


9.3 WOOF MARKETING EMAIL

PAGE159


9.4 MASH MARKETING EMAIL

PAGE160


PAGE161


PAGE163


PAGE164


PAGE165


PAGE166


PAGE167


PAGE168


Fig 10. CONTACT WITH BLAZINSTAR 10.1 EMAILS

PAGE169


PAGE173


PAGE174


10.2 POWERPOINT PRESENTATION ATTATCHMENT

PAGE175


PAGE176


PAGE177


PAGE178


PAGE179


PAGE180


Fig 11. CONTACT WITH JONNY STEPHENS, EVENTS MANAGER AT CRISIS VIA EMAIL

PAGE181


PAGE182


FIG 12. TEAM MINUTES Tuesday 14th February - Chelsea’s flat - Attendees - All - Discussed where we were at - Brainstorm ideas - Looked over Stage Two module brief Thursday 16th February - Bonnington - Attendees - All - Culture ideas, future exhibitions we could visit Friday 17th February - London - Attendees - All - David Hockney exhibition at the Royal Academy of Art - Exploring current culture, colour inspiration and also digital art - David Shrigley exhibition at the Haywood Gallery - Further exploring of current culture, play on humour and graphic style Monday 20th February - Newton - Attendees - All - Peacocking theory - Discussing attraction as an interesting topic to centre our ideas around - Talked about our target audience- students Tuesday 21st February - Newton - Attendees - All - Discussed ‘central marketing position’ - Analysis Lynx Attract campaign - Thinking about attraction Thursday 23rd February - Emma’s flat - All - Looking into colour theory - Themes of attraction Monday 27th February - Library - All - Discussed the ‘big creative idea’ - Created a mini presentation to show in group tutorial - Got out books surrounding attraction from library


Thursday 1st March - Library - Attendees - All - Discussed secondary research - Got out branding books from the library to read into over the weekend Sunday 4th March - Tate Modern - Attendees - All - Yayoi Kusama exhibition at the Tate Modern - Interesting play on colour and lighting (inspiration for our colourful brand) Monday 5th March - Waverley - Attendees - All - Noting down what could be included in Critical path - Discussed possibility of creating new consumer for Bjorn Borg - Brainstorming Wednesday 7th March - Emma’s flat - Attendees - All - Discussed primary research methods (decided to go to student bar and research attraction the following evening) Thursday 8th March - Emma’s flat - Attendees - All - Painted boxes - Baa Bar for primary research Friday 9th March - Costa - Attendees - All - Discussed feedback from Stage One - Points to improve on for next report - What to take forward to implementation stage - Assigned case study each (Chelsea- Lynx/ Emma- Cheap Monday/ Mimi- Smirnoff) - Analysed Baa Bar primary research from night before Monday 12th March - Chelsea’s flat - Attendees - All - Brainstorm idea generation surrounding themes of attraction, end of the world, living for the moment, dares - Critical path - Decided to undergo primary research that evening - Team head to Coco Tang to ‘dare’ students to do something PAGE184


Tuesday 13th March - Waverley - Attendees - All - After group meeting with Matt, discussed results from primary research at CocoTang Wednesday 14th March - Emma’s flat - Attendees - All - Finalising critical path - Discussing further primary research exercise - More brainstorming - Discussion of our market Thursday 15th March - Library - Attendees - All - Get out more books for further reading - Books with inspiration for campaign ideas - Discuss re-reading the brief and not getting carried away with extravagant ideas (plan to keep it fairly simple, effective and cheap) Saturday 17th March - Chelsea’s flat - Attendees - All - Discussed the idea of advertising the opposite - Bjorn Borg dares you to add colour to your life/ take risks/ live life with colour - BJORN BORG DARES YOU - Primary research - Facebook profile created to add people and get them to tag the profile in pictures which best show when they were living life to the fullest Further questions to ask students: When in your life did you take a risk/ lose inhibitions? - Planned a focus group for Monday afternoon - Dare cards in Bjorn Borg packet - Chapter plan initial outline Monday 19th March - Emma’s flat - Attendees - All - Discussing brands that have aimed at students through experiential marketing - What do we have that other underwear brands don’t? - Completed some different brand models to get us thinking about our concept - Devised a questionnaire - Monday afternoon - FOCUS GROUP: female participants PAGE185


Tuesday 20th March - Spankey’s and Bonnington - Attendees - All - Brainstorming on A1 sheet - Bjorn Borg Dares You To... - Looking at childhood fun/ experiences/ attraction/ colour/ other colourful campaigns/ out of the uni context/ escapism Wednesday 21st March - Town and library - Attendees - All - Nottingham Contemporary: exploring current culture - Further brainstorming of creative ideas - Finalising chapter plan - Wednesday afternoon - FOCUS GROUP: male participants Thursday 22nd March - Nottingham Campus and library - Attendees - All - Decided 10 Russell Group Universities to aim our idea at - Research into what major events happen at these Uni’s to potentially piggyback - Emailed Student Union Activities Officer of Leeds/ Newcastle/ Birmingham/ Bristol/ Manchester asking about these events - Finalising critical path Friday 23rd March - Library - Attendees - Chelsea, Mimi - Brainstorming on white board ideas for creative campaign - What if something appeared on campus which no one knew about? - Building hype around the brand, curiosity - Ideas surrounding the tagline ‘The Swedish have landed’ - Viral ad ideas, looking at the Lynx ‘Even Angels Will Fall’ video - Research into Sweden (Ice Hotel/ Snow/ Husky’s/ Northern Lights) - Could we recreate the Northern Lights in the sky somehow? - Potential collaborations with Multimedia students- Phillip Bircham (for viral ad), Josh Crooks (to create a life-like representation of our idea on campus for eg) and Tom Butler (for visual identity) Wednesday 28th March - London - Attendees - All - Further discussion of creative idea PAGE186


Wednesday 11th April - Library - Attendees - All - Finalising creative idea - Swedish themed box travels round 10 major Russell Group Uni’s for 2 days - Competition to win a massive Swedish party at your Uni - Scan phone upon entry which checks students in (Facebook linked up), most amount of check ins wins - Party in abandoned warehouse in winning city, colourful cool place - Also future plan of a store, unassuming building with bright red door. Posters etc could be white and plain with red door on - Creating a viral video? - Date that everyone receives a text through the app the winning location of party - Date that party will be: whole process done in a month - Decide places for party at each 10 Uni groups inc emails from councils asking to do a party in appendix - Report structure - Chapter plan finalisation accompanying creative idea - Established a student at each of the chosen 10 Russell Group uni’s to ask questions for short profiles to be included in report. This will then lead on to creating a new consumer Thursday 12th April - Library - Attendees - All - Whats in the box? - Where the part will be held and whats it like? - Consumer - Questions decided to and sent out to chosen students - Research into Scandicool and Colour trend - Meeting with Multimedia student Josh Crooks to discuss potential plans for creating a box (projections and rendering) Friday 13th April - Library - Attendees - All - Brand model - Consumer - Analyse consumer results - Further decisions made surrounding installation - Looking in to social networks: Facebook app/ Twitter


Saturday 14th April - Library - Attendees - All - Preparing presentation for meeting with Callum on Monday - Preparing presentation for Matt next Friday - Adjusting critical path - Deciding future events: Bjorn Borg Dares You to Take a Chance (theme of attraction) / Bjorn Borg Dares You to Face the Cold (theme of Sweden in the snow) - List of what to include in portfolio - Meeting with Graphic Design student Tom Butler: logo - Decided to create a mock up on PhotoShop the limited edition pants of paint print - Names for pants: The Paint Pant/ The Peacocking Pant / The Scandi Pant Sunday 15th April - Nottingham campus - Attendees - Chelsea and Mimi - Taking pictures of Nottingham campus ready to have the installation rendered onto image Monday 16th April - Chaucer + Chelsea’s flat - Attendees - Chelsea and Emma - Meeting with Callum Sneddon - Attendees - All - Change strapline to Bjorn Borg Says Ja! To... - How can we keep the non winning uni engaged? - What collaboration could we do with a brand to make the whole thing stronger? Absolut - Joining forces with a new PR company, losing Threepipe - Could the winning city have the first store? Callum says trying out a small store in a city not in the critical London eye is a good move - Contact experiential marketing companies to quote costs - Look at London Svenskar: an online publication for Swedes in UK - Explore the possibility of making the night more exclusive: certain people allowed access - Verge magazine model competition: winning model feature in our campaign? - 15% of turnover is spent on marketing - How do we make sure the coolest people are going? - Instagram - Decided to do a real example of where the event will take place: Rock City- contact/ pics PAGE188


- Passes will be given out to selected students during the night by brand ambassadors to earn access to the box - Eyecandy modeling agency is where BB scout their models for stunts etc - Absolut collab: optional shot upon entry to the box - Black and White themed party - We should create a playlist of music for the box and event, which can also be played through the Facebook page - ‘Like’ booth at the event - Photographer/ video cam in box Tuesday 18th April - Emma’s flat - Attendees - Chelsea and Emma - Created a map of the route the tour will take through the 10 Universities - Calendar of when the installation will feature at each uni - Guerilla marketing exercise leading up to the appearance of the on-campus instillation Wednesday 19th April - Emma’s flat - Attendees - Chelsea and Emma - Emails to experiential marketing companies (Marvin Foster from Blazin Star / Sally Durcan form Hot Cow / Greg Mason from Mash Marketing / Sarah MacAdam from Woof London / Matthew Robinson from My Beautiful City / Sarah Trumble from Tribe Marketing) - all of which are keen to work with us Thursday 20th April - Emma’s flat - Attendees - Chelsea and Emma - Phone and email contact with James Stephens, Events Manager of Crisis at Rock City very keen on the idea - Further email contact with Marvin Foster at Blazin Star - Contact with Rock City to organise a meeting to walk round the VIP area to take pictures and measure up how large the in-club installation would be - awaiting an email back - Phone and emails to our chosen 10 universities enquiring about the on-campus installation: whether there is space / a fee / they would be willing to participate in our project - Finishing presentation to present to Matt tomorrow - UV powder paint research - Thorough research into Crisis the Nottingham student night at Rock City and their past events - Wagamama Box / One Piece Party


Friday 20th April - Waverley - Attendees - All - Presentation to Matt - Feedback included to create strategy timeline / before during and after the event / continuing buzz / name the businesses we are working with ‘Project Partners’ / agree on a collaboration - Spotify / Alex Zamora is working with Orange at the moment - potentially contact / choose one key person male and female for in depth interview and then leave that research now / look into press pack / switching over models from dancing in campus box - Devised a ‘to do list’ to establish what we need to accomplish - Stickers handed out by brand ambassadors during two day period on campus of paint splat - Further emails to project partners - Email to Phillip Bircham Multimedia student regarding viral video

PAGE190


Fig 13. CRITICAL PATH

PAGE191


PAGE192


Fig 14. STUDENT QUESTIONNAIRE PRE-AMBLE We are final year students researching student consumers and their attitudes towards university and their everyday lives. As part of this project we would like to gather your views, as students, in the form of a short questionnaire so that we can gain an insight in to your lifestyle. The information will be treated in the strictest confidence and will be kept in accordance with the Data Protection Act and as such destroyed at the end of the project. 1. What type of uni nights out do you most enjoy going to? 2. Why are you most attracted to these nights? 3. Where are these held? 4. During your term time at university when are you most likely to go out? 5. What would make these nights more memorable? (types of entertainment etc) RESPONSES: BIRMINGHAM - LAUREN PINKUS 1. Gatecrasher student night 2. The music (R’n’B) 3. Gatecrasher 4. Mondays and Thursdays 5. Student nights depending on the years e.g 3rd year student nights BRISTOL - CARLOS ADAMS 1. I most enjoy student nights which were one off events 2. That they offered something different/variety of music and usually attracted a nice mix of people 3. Clubs mainly, clifton triangle or big live venues like Motion 4. Reasons for celebration - birthdays, coursework, exams, term end and beginning, or a particular act 5. Lots of us out PAGE193


CARDIFF - LAUREN FRIEND 1. One off events- gigs or DJ’s- e.g Annie Mac, gigs like Maccabees 2. Great atmosphere - more about enjoying music than getting smashed. Different type of night - makes a change from club nights every once in a while 3. Mainly in the SU/SU great hall 4. Beginning and end of term…Week days and weekends 5. If they were held somewhere a bit more unique or my usual night was transformed in some way EXETER - KATE MORRISON 1. I enjoy nights that all my friends are going to 2. Because I know everyone i know will be there.. and that it will be fun 3. Clubs in exeter; Mosaic, Timepiece 4. Thursday nights & Friday/Sat 5. Nights are never easy to remember - maybe if a cool DJ / band played or they had some kind of promotion LEEDS - AMY GRAY 1. Clubs with the latest music 2. Because everyone goes, easy to dance to, love the music 3. I enjoy the nights at my union or Oceana or Halo 4. When I have no work- mostly weekdays rather than weekends 5. Maybe a cool new area in the club opening like a secret room? Just something different! MANCHESTER - TOM TRINICK 1. Most i prefer a variety rather than the same thing over and over 2. The social and booze 3. Pubs and clubs - places like Sankys or Vodka Rev’s 4. Most nights bar Tuesdays and Sundays 5. Cool music, and loads of really fit girls

PAGE194


NEWCASTLE - KATIE CRAWFORD 1. Student nights out, weekly occurrences, but then random nights are also fun! 2. All of your friends are there plus it turns into habit. If you had a good night there 1 week, your going to go the next week! 3. Legends, Tup Tup, Feral 4. At the beginning of term, during the week usually 5. If all of your friends are out then if will be really fun and memorable, if someone gets ridiculously drunk, you all do something funny together, I also think dresscodes are memorable! NOTTINGHAM - ADAM DE VILLIERS 1. Nights with good music, cheap drinks, cheap entry, where all your friends are 2. I prefer the music and I know all my friends will be there 3. (Coco Tang/ Marketbar/ Rock City) 4. It depends on my university timetable which has differed each semester but generally I go out most in the first term 5. Along with pictures being taken there should be some sort of video captured where people can look back to watch and laugh at themselves talking or just generally being a drunk mess dancing OXFORD BROOKES - JACK SELT 1. Friday night out at Clems 2. All my mates go and there’s really good music and it’s on a Friday so no uni the next day 3. Oxford 4. I go out the most in first term but by second term I usually have a lot more work and less money to be able to go out as much! 5. Meeting really hot girls

PAGE195


QUEEN MARY - TOM HOOPER 1. Cheapskates is really fun, the Roxy, and Moonies.. any student nights out really 2. It’s just a guaranteed good night out 3. Cheapskate/ Roxy/ Moonies 4. Depends on my timetable really, generally the student nights out are on the weekdays 5. Entertainment wise - less crowding, better music - maybe themed nights?

PAGE196


Fig 15. CONSENT FORMS 15.1 KEY CONSUMERS

PAGE197


PAGE198


15.2 MALE FOCUS GROUP

PAGE199


PAGE200


PAGE201


15.3 FEMALE FOCUS GROUP

PAGE202


PAGE203


15.4 VIRAL VIDEO

PAGE204


PAGE205


PAGE206


PAGE207


PAGE208


STAGE TWO - IMPLEMENTATION REPORT  

The implementation stage of my third year project with Björn Borg.

Read more
Read more
Similar to
Popular now
Just for you