Samanthawalker propercorn

S A M A N T H A WA L K E R

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S A M A N T H A WA L K E R

M A K E T I M E P R O P E R LY The audience of Propercorn are ‘time poor’, therefore this snack is often enjoyed quickly whilst potentially working or on the move.

However, the ‘Make Time Properly’ campaign brings to life Propercorn’s ethos of done properly, by encouraging audiences to enjoy the times in the day and evening that they do have free. The campaign does this by offering ‘Nights In Done Properly’ packs which can be ordered online. These include items such as a DVD, bunting and a pop quiz. Audiences can choose from a range of some items allowing for a personal and ‘proper’ night in experience without the time and hassle of arranging such activities themselves. The campaign also includes the addition of fun and quick games within single serve Propercorn packs, encouraging audiences to make time properly whilst at work, univeristy, etc.

A logo has been made for the campaign based on the Propercorn logo, but including a subtle reference to a digital clock.

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S A M A N T H A WA L K E R

PA R T 1 N I G H T S I N D O N E P R O P E R LY - PA C K S Once ordered the packs are delivered in screen printed cardboard boxes, with a welcome postcard explaining what is inside and encouraging audiences to share photographs of their nights in on Instagram and Twitter.

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S A M A N T H A WA L K E R

W H AT ’ S I N S I D E Packs include three share bags of Propercorn and three pop up tubs with space to write the flavour that will be inside so that people know which flavour they are getting once not in the original packs. The flat boxes can be popped up without the use of glue.

A classic DVD from an offered selection. A pop quiz with answers sealed in an envelope, a ‘Pop of Colour’ nail varnish, patterned bunting and two popcorn themed games.

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S A M A N T H A WA L K E R

W H AT ’ S I N S I D E Five pop quizes are included, with questions split into the categories Art, Fashion, Film and General Knowledge. These are based on the sectors of which Propercorn has natural ties in.

The Pop of Colour nail varnish is one of the items that the audience can select online. These are all based on colours Propercorn uses.

The two popcorn themed games are also used in the second part of this campaign within single serve packs of Propercorn.

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S A M A N T H A WA L K E R

O R D E R I N G T H E N I G H T I N PA C K Customers would be able to specify their three Propercorn flavour choices, nail varnish colour and DVD when they place an order for their night in pack via the website.

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S A M A N T H A WA L K E R

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GAME INSIDE

PA R T 2 G A M E S I N PA C K S Encouraging audiences to make a little time to have some fun in their day, packs of Propercorn will include small popcorn themed games within packs encouraging audiences to not only make time but to make time properly. Stickers would be placed on the packs during the campaign.

S A M A N T H A WA L K E R

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the games

GAMES The games would be packaged in small plastic bags inside the packs, in order to not affect the popcorn.

S A M A N T H A WA L K E R

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GAME EXAMPLE ONE ‘Build’ gives images on cards that the audience have to try and make/build with their popcorn. These could include such as towers or pyramid shapes and the game also encourages audiences to use their own creativity to build something and share their images on social media via the hashtag used throughout the campaign #MAKINGTIMEPROPERLY.

S A M A N T H A WA L K E R

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GAME EXAMPLE TWO The ‘One Minute Challenge’ game includes a small pop up tub, of which needs no glue for assembly, a straw and a fold out mat with instructions on the reverse. The aim of the game is to use the straw to move as many pieces of popcorn from the circle area into the tub in one minute. The idea of this being only one minute again plays with the aspect of making time, but making it properly.