Design Research
CONTREX
Yeongdu Jin
Contents
Company
Activities in Plaza
-product
-Time line
-about
Effects -Effect on the trend -Effect on design
About the promotion - my Contrexperience
Senario
Keywords of activities - imporatant words
Interaction
- stripper & cycling - firehouse & water pumping
Background
- interaction between user and promotion
Marketing
- politics
- economy debt
- society
- technology
-Con/Expectation
- buzzmarketing
Con/Expectation -Own opinions
My Contrexperience Design case research
1.Company
Contrex Water
Contrex water
- Sells in Czech Germany and Japan Nestle
- Mineral water - young female targeted Kit Kat
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My Contrexperience Design case research
2.About the promotion
My Contrexperience Cannes Creative Festival Winner.
Planned : Marcel Paris,France Concept : Make link between working-out and fun to promote Contrex water Date : 2011. 8 , 26 ~ 28 Target: Paris Square participant Youtube user
MARCEL
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My Contrexperience Design case research
3.Senario
Cycle machine
Stripper
2000 calories
Drinking Contrex
& promotion
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My Contrexperience Design case research
3.Senario
Pumping Machine
FIre House
2000 calories
Drinking Contrex
& promotion
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My Contrexperience Design case research
4.Background
Politics France goverment
Soft dink Fat tax 1bottle0.01Euro 20% VAT for over sugar contained food
Keep the health
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My Contrexperience Design case research
4.Background
Economy Debt Crisis
Highest Debt ever Europe Debt Crisis diffusion to France Demand of unemployment compensation Rais About 3million Job hunters
LOW PRICE
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My Contrexperience Design case research
4.Background
Society France trend
Well birth- Well dying Permit euthanasia for incurable canver 68 revolution women liberation make open codification
Open codification
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My Contrexperience Design case research
4.Background
Technology SNS_facebook,Twitter Projection mapping Media + Facade Interaction design
Variety of Design works
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Analysis “Serve as living room for urban residents”
‘OPEN’ space, “Space of Acception”
Analysis
1.Activities in Plaza
Offline Online advertisement visual
proximity degree Install the INTERACTION in Plaza
Beginning of advertisement visual
ENd of advertisement visualSNS
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Analysis
2.Keywords of activities
ride a bicycle
flock
cheer
Paticipate
promote
Advertisement visual of ‘Contrex Water’
Drink Contrex Water
Sightseeing
Huge ripple effect on everywhere take a picture
Upload the videos, images on SNS
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Analysis
3.Interaction
Indirect participant
Direct participant
Media [Bicycle]
advertisement visual
Online participant
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Analysis
4.Marketing
€
€
€
SPECIFIC
BUZZ
TARGET
MARKETING
GRADIENT
€
€
€
€
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Analysis
5.Marketing
Plaza
Participant
Online/SNS
Sharing the Experience ‘Contrexperience’
Audience of Advertisement
Direct experience Indirect experience
Brand Image
Pleasant & healthy experience in Plaza
Form foundation for Amicable brand ‘Contrex’ Expression of positive & Fresh brand image
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Effects How the promotion effects on
“People, Industry, and design trends ”
1.How effect on people
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2.Effect on Industial trend
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3.Effect on design trend
Interaction Encourage customers SNS, Youtube
More Interesting More Attrective More Positive
Nokia
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5.Conclusion
Water
Factors for the success
New category Creative promotion Interactive event Image development
Clear product images
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6.Expectation
For the future Keep promoting creative events (Advertising effects was tremendous.)
Globalizing for the product (Marketing was only for 4 countries.)
High-quality strategy / Upgrade ver. (For creating the more benefits.)
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