CONCERT FOR CHILDREN: ADVENTURES IN THE MAGICAL KINGDOM
STUDIO PROJECT DEVELOPMENT BOOK
Nadiah Rozali 1305361F TD09 IMD
THE BRIEF
Introduce and Promote
Concerts for Children: Adventures in the Magical Kingdom Saturday, 21 March 2015 11am, 2pm, 4pm Victoria Concert Hall
The King of the Magical Kingdom of Far Far Away is in town with his Jester who invites the audience to accompany them back home where a Grand Ball is about to take place. The guests begin to arrive and we meet Beauty & the Beast, Robin Hood, The Empress of the Pagodas, Puss in Boots as well as many other familiar cartoon characters. The Ball commences with the Sleeping Beauty Waltz before we all shake off our shoes and strut our stuff to the Shrek Swamp Dance Party! SSO musicians will also bring your favourite melodies from popular Disney cartoons including Lion King, Toy Story and Snow White & the Seven Dwarfs.
THE CLIENT
• Singapore Symphony Orchestra (SSO) is a full-time professional orchestra with 96 members • Asian & Singaporean musicians & composers • Founded in 1979 • Performs over 50 symphonic programmes at the Esplanade Concert Hall & Victoria Concert Hall • Music Genre : Classical • Performs all time favourites & orchestral masterpieces to cutting-edge premiers
SSO PAST WORKS
TARGET AUDIENCE • Families with children of age from 4 to 14 years old • Family bonding activities • Loves to go outdoors • Parents who care about child’s interest
CONCLUSION • SSO did not advertise enough to the general public • Promotion strategies are not that strong / effective to gain the interests of people • Engage and interact more with the children • Explore new ways of advertising / promoting (digital x technology x interactive)
OBJECTIVE • Introduce and Promote the concert (get more people to attend the concert) • Promote using an interactive & engaging method • Raise awareness on Singapore Symphony Orchestra and their events to the general public
CONCEPT 1 “ THE BALL MUST GO ON ”
“ The Ball Must Go On ” • A teaser to what the concert is about • Implement it in a fun & an engaging way • Engaging: Give the children a role in the story for them to experience like they are a part of them • An app game that takes the player on a story to what happens before the Grand Ball commences • Join the King on his special quest with obstacles to be overcomed before he returns to his Kingdom for the Grand Ball • The Ball must go on no matter what obstacles they faced - not even the evil witch
MOODBOARD
TYPEFACE & COLOR SCHEME
Typeface
FOO REGULAR Berner Basisschrift
TONE
FUN. INTERACTIVE. PL AYFUL.
COLOR PALETTE
APP FLOW
1
App game icon
2 Homescreen. The fairytale characters that will be in the concert - The King, Evil Witch, Jester & many more
4
3
Map of the land of Far, Far Away. Objective of Quest: Visit every fairytale’s house & send out invitations
In every quest, player needs to help the character to go through a maze to receive the invitation. Obstacles - Beware of the Witch’s evil plans to ruin the Grand Ball.
DELIVERABLES
Publication
• Leaflets in the form of a scroll as an invitation • Small catalog book to introduce the characters as well as details on the concert Print collaterals
• Posters Outdoor Advertising
• Demo of the app on billboard Miscellaneous Promotional
• Merchandises - Badges, Stickers, bookmarks and ticket design
CONCEPT 2 “ BRING FAIRYTALE TO LIFE ”
“ Bring Fairytale To Life ” • A facebook campaign that helps to bring children’s favourite fairytale come alive • Interact with the fairytales, rather than just see lifeless visuals • Stimulates their imagination and gain an interactive experience • Input an online virtual game • Be their favourite fairytale character, lives in a Magical Kingdom and interact with other people
MOODBOARD
TYPEFACE & COLOR SCHEME
Typeface
LAIKA Pupcat
TONE
IMAGINARY. GLEE. VIRTUAL.
COLOR PALETTE
BOOTH FLOW
Magical Booth - Interactive Experience Scenes from fairytales to take photo with
DELIVERABLES
Publication
• Leaflets in the form of a scroll as an invitation • Small catalog book to introduce the characters as well as details on the concert Print collaterals
• Posters Non traditional advertising
• Magical Booth (photobooth) - interactive - Scenes from fairytales Miscellaneous Promotional
• Merchandises - Papercraft Dolls, Stickers, bookmarks and ticket design
CONCEPT 3 “ LOOK INTO THE MAGICAL MIRROR ”
“ Look Into The Magical Mirror ” • Contest-based • Engage crowds through participation • Spot to win • Introduce the characters - good or evil • Input an interactive magical mirror from fairytales • Interactive bus-stop advertising • Free giveaway to lucky ones • Capture attention & encourage people to participate in the contest • Rules: Spot the Evil Witch and stand a chance to win a pair of tickets to Adventures in the Magical
MOODBOARD
TYPEFACE & COLOR SCHEME
Typeface
Facile Sans Fox & Cat
TONE
USER-FRIENDLY. PECULIAR. MINIMALIST.
COLOR PALETTE
CONTEST FLOW
“ Look Into The Magical Mirror ”
Touch the screen and Press Start. “Mirror Mirror on the wall, who’s the evilest of them all.” It will show the image of the witch for a few seconds for user to remember. The mirror will keep flashing all the characters at a fast speed and user is to spot the witch and stop on her image. Win a pair of tickets to the concert.
DELIVERABLES
Publication
• Leaflets in the form of a mirror as an invitation • Small catalog book to introduce the characters as well as details on the concert Print collaterals
• Posters Miscellaneous Promotional
• Merchandises - Printable Cards, Stickers, Squishy Buns and Ticket design
FINAL CONCEPT
“ FAIRYTALE TWISTS ” • Contest-based • Engage crowds through participation • Spot to win • Introduce the characters - hidden music talents • Use the elements of musical concerts like the stage, musical notes and musical instruments • Interactive billboard advertising • Free giveaway tickets to lucky ones • Capture attention & encourage people to participate in the contest • Rules: Spot the Jester & catch him to stand a chance to win a pair of tickets to Adventures in the Magical Kingdom concert
INTERACTIVE BILLBOARD
POSTERS
MISCELLANEOUS PROMOTIONAL
Front Ticket
Back Ticket
MISCELLANEOUS PROMOTIONAL
Front of Card
Back of Card
FLYER/BROCHURE
Front
Back
PROGRAMME BOOKLET