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Ollie Wainwright Promax - Homeless World Cup Brief

What is the Homeless World Cup...................................... 2 My perception of the Brief.................................................. 3 My Concept.......................................................................... 4 Target Audience................................................................... 5 Integrating strategy with the partners............................... 7 Campaign Perception.......................................................... 8 Campaign Mood Board....................................................... 9 Market Research Analysis.................................................. 10 Questionnaire Results.........................................................11 Campaign Architecture....................................................... 14 Wall Chart Poster Campaign.............................................. 15 Wall Chart Poster................................................................. 16 Poster Campaign................................................................. 17 Poster....................................................................................18 Interactive Web Feature Campaign....................................19 Interactive Web Feature...................................................... 20 Closing Statement............................................................... 21 Campaign Content...............................................................22

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What is the Homeless World Cup? • The organization is focused on making people aware of the situations homeless people are in. • They want to change preconceptions about homeless people and give chances to those willing to reform. • They want to communicate that this is a growing project, for instance the first tournament took place in Graz 2003 uniting 18 national teams and this year 56 nations were united for Melbourne 2008. An even bigger appearance has been scheduled this year with 64 nations expecting to participate. • In 2008 a women’s Homeless World Cup was introduced. • Supporters include UEFA, Nike, UN, Manchester United, Real Madrid, Ambassador Eric Cantona and international footballers Didier Drogba and Rio Ferdinand. • Many homeless people in the UK (1 in 4) are ex soldiers who fought and protected our country.

The underlying policies: • Responsiveness and commitment to social impact.

Promax - Homeless World Cup Brief

• Accountability by measuring the campaigns social impact.

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• Focusing on core values and partnering with the best organizations in specific areas as a key driving force. • Enabling grass root programs to deliver, reach their full potential and be inspired and able to grow.


My Perception of the Brief. When analyzing the brief I have set aside factors so I can work whilst keeping the brief in mind and deliver a successful campaign. • Think strategically about my campaign taking into account design issues and opportunities. • Consider the functional, technical, social, environmental and contextual aspects of the market and campaign. • Establishing and identifying with the target audience is crucial for a successful campaign. • A developed concept that fits and is consistent across a number of media platforms. • Help young people understand that by donating 3 pounds it can change someone’s life. • It is important to make the Homeless World Cup laces as iconic as other charitable apparel such as the “Live Strong Bands”

Promax - Homeless World Cup Brief

• I need to generate a buzz in the social media market that generates fans for the competition.

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My Concept. A lot of people overlook the fact that the game of football is just played on the pitch. There are a number of challenges before you tackle the whistle. You have to get fit, you have to think differently, you have to analyze situations, you have to be disciplined, you have to be in the right mind-set. After you have accomplished these you are ready to run onto the pitch. These statements are easily accomplished in a stable environment however the participants of the Homeless World Cup have other challenges to face and feats to accomplish. The Homeless World Cup is a opportunity for those participating this year to undertake a new look on life and how they can change positively. I want to highlight that football is a game of strategy and so is life.

Promax - Homeless World Cup Brief

By using a number of media devices my campaign will inform the target audience about the success this event can have within the homeless community and give a sense of security that the money goes towards a worthy campaign instead of into the pocket of a corporation and remove the conception that the money might be used to fuel bad habits.

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Concept Sentence. “I am using the concept of strategy on the pitch and how it can be applied throughout different aspects of your life off the pitch, to make a better future for yourself.�


Target Audience The brief states that the campaign is aimed towards young people in the UK aged 12-22 and aims to communicate the reality that homeless people may not match there preconceptions or stereotypes. Who is my target audience? Young people ages from 12-22 years old Where is my target audience located? Predominantly In the major cities where homelessness is an identified problem. What do they think about your current brand? I think that the brand could be made more aware to the target audience. What would you like them to think about your brand? I want to make them think there are opportunities for young people even if their life goes down the wrong track and that this homeless world cup is a legitimate event. How will you attract them to your products or services?

I will attract and make my audience aware by introducing them to a poster campaign and interactive web feature that is compatible with smart phones. My concept however is able to cover a wide range of media platforms as well such as television adverts, further print campaigns and moving image advertisements. Who else is competing for their loyalty and devotion? There are already several reputable organizations that have focused on apparel with charitable contributions such as Lance

Promax - Homeless World Cup Brief

The main idea is to offer the target audience a poster or a free promotional code to give them a sense of receiving something back from the campaign. I want this to establish more of a connection with the audience and the brand.

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Continued. Armstrong’s live strong bands. I would say that the Africa Aids “Red shoe lace Campaign” is a brand I have to take into account and have to separate from my own campaign to distinguish it from theirs. The use of interactive video’s projected onto advertising space on the underground is really appealing as well. An idea I had was to display still posters up the escalators that relate to a moving image piece on the platform wall that gives more detail about the event and what it practices.

Promax - Homeless World Cup Brief

The Homeless World Cup organization also has a lot of partners that are in a better position to establish the brand to a national audience. Establishing relationships with some of these partners is crucial when building the reputation of the Homeless World cup organization especially when it comes to making the world cup laces iconic.

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Integrating Strategy with the Partners When researching I noticed that the Homeless World Cup campaign has a lot of influential partners that could make my campaign even more successful if directed correctly. Contacting Vodafone and establishing a collaborative agreement would be extremely beneficial to campaign. I have designed an interactive web feature that would be embedded on the Homeless World Cup website and would also be compatible with smart phones.

Promax - Homeless World Cup Brief

The web feature can be accessed through a free promotional code displayed on my poster campaign. The idea is that those with conventional phones txt an automated sms service showing interest in the Homeless World Cup and receive a password to access the web feature. If the individual used a smart phone, an option would appear to download and install a Homeless World Cup application onto their smart phone so they can find out about matches, news, results and teams with the touch of the button on the move.

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Campaign Perception My campaign is not about guilting people into purchasing the laces, it is about making people aware of the circumstances people need to over come. If you purchase the laces your helping less fortunate people get a foot on the ladder and give a sense of hope.

The desired perceptions of the campaign would be:

Promax - Homeless World Cup Brief

Trustworthy Legitimate Hopeful Aspirational Ambitious Optimistic Possibility Assured Confident

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Promax - Homeless World Cup Brief

Campaign Mood Board

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Market Research Analysis I wanted to establish a better understanding of my target audience to make my campaign mold to the audiences wants and needs so I conducted a questionnaire and distributed it between 25 people. I found out that more people know about the Homeless World cup than I first predicted however there is still room for improvement and an opportunity to introduce people to the event. Conducting the questionnaire enabled me to lay the foundations of my campaign. I found out that people wanted to interact with a campaign rather that just look at it. With this in mind I created posters and incentives within the campaign to offer something back to the target audience so a relationship with the brand and campaign would be established with the intention of generating more social publicity around the event. The results suggested to me that I should focus on a poster campaign based around public transport stations and also to develop a interactive web feature that is compatible with smart phones. The potential for moving image advertisements within the tube system and television adverts can easily be woven into the campaign but to get it off the ground in the first place I wanted to establish a bond with the audience. I think that television adverts at this stage in the campaign wouldn’t be as cost effective as it would be a few weeks later on. I wanted to focus more on the print and web feature so the event is established before lots of money is spent on television adverts and tube station projection advertising space.

Promax - Homeless World Cup Brief

I had an idea that the partners of the event such as Nike, UEFA and Vodafone could be incorporated into the campaign so that the people are aware that trusted brands are representing the event making it look more legitimate.

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The questionnaire told me that only 1 person in 25 knew that there were partners involved and I really think getting them on board could strengthen the campaign and make it reach a much wider demographic eventually. Conducting the survey was a great way for me to find out more about my target audience and definitely gave me a better idea about how I was going to tackle the campaign.


Questionnaire Results Have you heard of the homeless world cup before?

Do you or have you ever bought the big issue?

Yes: 10 No: 15

Yes: 2 No: 23

15

25

12

20

9

15

6

10

3

5 yes

no

0

yes

no

Did you know that companies such as nike, UEFA and vodafone are founding partners of the campaign?

Do you think a homeless world cup chart would be a good idea to follow the homeless world cup?

Yes: 1 No: 24

Yes: 21 No: 4

25

25

20

20

15

15

10

10

5

5

0

Yes

No

0

yes

no

Promax - Homeless World Cup Brief

0

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What would be your ideal platform to access information from?

Do you think that integrating the world cup and the homeless world cup would be beneficial?

Poster: 5 Moving Image: 7 Website: 6 Interactive Web Feature: 7

Yes: 0 No: 25 25 Interactive Web Feature

20

Website Moving Image Poster

15

10

5

0

Do you use public transport?

yes

no

Which one’s would you say you notice more?

Yes: 24 No: 1

Posters at the end of corridors: 2 Escalator posters: 15 Posters on the platform: 10 Posters at the bus stop:2

25

20

Posters at the bus stop

15

Posters on the platform Escalator Posters

10

Posters at the end of Corridors

5

0

yes

no

If yes which service do you use?

Promax - Homeless World Cup Brief

Overground: 15 Underground: 25 Bus: 15

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Bus Underground Overground

Can you follow poster campaigns correctly or do you prefer consistent approach throughout the poster campaign? Yes: 15 No: 10 15

12

9

6

3

0

yes

no


Do you ever pay attention to the posters at stations and bus stops?

Have you noticed the new projectors projecting advertising on the tube station platforms?

Yes: 23 No: 2

Yes: 24 No: 1

25

25

20

20

15

15

10

10

5

5

0

yes

no

Do the moving image projectors on the tube platforms interest you? Yes: 22 No: 3

0

yes

no

Can you see a poster concept being explained more threw a moving image piece projected on the wall? Yes: 24 No: 1

25

25 20

20 15

15 10

10 5

5 yes

no

0

yes

no

Promax - Homeless World Cup Brief

0

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Campaign Architecture

Concept Poster Campaign

Send a txt to get a password

Buy Laces

Promax - Homeless World Cup Brief

Free Pin Up Chart

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Access to Interactive Feature


Wall Chart Poster Campaign One of the idea’s included in my campaign is a wall chart that comes free when you purchase the laces online. I want to include something physical that can be updated personally and stuck up on a bedroom or kitchen wall. I think it would be nice to have your own poster that can be stuck up in a communal area that could potentially generate interest about the campaign to visitors. I think it will be a really good idea as you would have to follow the interactive web feature or smart phone app to update therefore increasing the amount of hits the web site gains. Another great thing about the poster is that if it is stuck up in a communal area people would enquire about what it is, leading to conversation about the Homeless World Cup and the initial purchase of the laces which the poster comes with. The poster follows the strategy concept, with the team boxes being placed in designated area’s of the pitch with the finalists in the centre circle. The poster gives information about the qualifying groups and the positions of the teams throughout the tournament.

It could be useful as well say if a business man purchases a Big Issue then he might pass on the poster to his son or daughter who would fit within the target audience.

Promax - Homeless World Cup Brief

Originally I thought of including the poster within the Big Issue but after conducting my survey only a very small minority of people within my target audience have purchased the Big Issue. However I still think the idea could be taken into consideration to reach a wider audience.

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Promax - Homeless World Cup Brief

Wall Chart Poster

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Front

Back


Poster Campaign My poster campaign is based around strategy off the pitch. When you have a roof over your head you simply just walk down the street to your front door after training.

“But what if you didn’t have a front door? Where would sleep then?” My poster displays options that might be available such as park benches, the side of bins, doorways, underneath bridge’s or at a shelter, which a lot of people opt out of due to some of the company. Aligned with the potential places of rest for the Homeless World Cup competitors are their shirt numbers and positions played on the pitch. This shows two strategies, the strategic positions and the strategic thinking of when on the streets. The caption in the lower third of the page captures this with the words: “do you have a strategy off the pitch?” Followed by: “Laced up laces, helping those achieve more than one goal in life.”

When advertised in tube stations the poster will be on the “going up” side of the escalators so that people will have mobile phone signal to send a txt to the sms system.

Promax - Homeless World Cup Brief

TXT: 962487 for a password gaining access to our interactive app.

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Promax - Homeless World Cup Brief

Poster

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Interactive Web feature Campaign I developed an interactive web feature that can double up as an smart phone application. The idea behind this is to get the target audience interacting with the tournament in a digital format which I feel relates more to the age range rather than just a poster campaign. Within the interactive feature you can find out about the teams past and present information, the formation the team plays, what groups the nationalities are in, the fixtures, the results and the news about the tournament. It would also includes a similar layout to the free poster you get when you purchase the laces so if you txt your promotional code and receive your password you can still follow the tournament and a lot more. The interface is designed so that it is really simple to use, you don’t have to be a technical genius to navigate around. The colour and type scheme is bright and bold so it is clearly legible throughout the age range which is important as the interactive feature is designed to communicate as much information about the tournament as possible.

Promax - Homeless World Cup Brief

Interactive

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Interactive Web Feature

Promax - Homeless World Cup Brief

Intro

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Interface

Group Draws

Team Information

Results Table

Fixtures

Results Table

News


Closing Statement Overall I think my campaign is strong and can be implemented fast and effectively across a various amounts of media platforms. I feel I have identified my target audience and have a good understanding of how my campaign would fit within it. The posters I have design are clear and arranged simply so they are easy to follow. When thinking about the intellectual range within my audience I feel my posters can be understood and that they are noticeable so that the campaign is recognized.

Promax - Homeless World Cup Brief

Interaction is a large part of my campaign and I think it will generate a real positive reaction towards the campaign. Like the poster campaign the interface is really easy to follow allowing the maximum amount of information to be communicated in the minimum browsing time.

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Content of Campaign x1 - Project Report x2 - Wall Chart poster (front and back) x1 - Advertising Posting

Content on DVD

Promax - Homeless World Cup Brief

Presentation Presentation Video Posters PDF Interactive Web Feature Demo Content of whole project in PDF format

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Promax Homeless World Cup