We discussed why the target age group (18-24 boys) might not be buying Bacardi and what they are buying instead. From what we could already see, their bottle was unmemorable and (as the brief said) it was perceived as an older person’s drink. So we put together a questionnaire that would ask them questions such as:
- What drink do you currently buy?
- Why do you currently buy it?
- Do you care about what others think of what your drinking?
- What are the main motivations for buying your drink?
- Have you ever bought Bacardi?
- If not then why not?
- Is so then how often?
- What do you think of the bottle (pictured)?
- What shape bottle (of those pictured) do you find most attractive?
These questions were but to those in the target age group, both to those in and outside bars. As expected many in the bars didn’t want to answer the questionnaires, but we asked around 30 individuals and the results were conclusive.
Very few bought Bacardi, many never had. Reasons they didn’t were because it was perceived as an older persons drink, and a pricey one.. most wouldn’t even consider it. The results said the bottle was unnoticeable on the shelf. And several people said that they bought drinks because they looked cool doing so, especially those inside the bar.
Since the aim of this is to look at ways that we can bring ambiant, or guerilla, advertising to skittles. We first looked at ways that other brands use guerilla advertising, then brain stormed ways that we could.
- Large packet of skittles in public places.
- Roofs of bus stops with skittle rainbows.
- Rainbow coming into or out of a billbord to a pot of gold… pot of skittles.
- Floor stickers with skittles tagline.
- Bowling ally with skittle patten on bowling ball, and bowling pins – with sound of skittles falling when pins are knocked down.
- Kids play ball pits having skittles rather than just coloured balls.
- Rainbow lights.
- Areas were skittles can be smelt – bus stops etc.
- Skittle crossings – zebra crossing with each skittle colour.
Looking at ways to make the BBC less static and bring it into the modern era we started looking at how they did it during the 2012 Olympics. During the 4 weeks they had a system that linked every page, primarily identify the ‘top 5’ competitors by medal count, including always the UK’s position (even before it was in the top 5). Despite the BBC being British it is still a world wide website, so that aspect was briefly questioned – though not for long, since the absence of their own country would likely not bother forgers making use of the BBC website.
Beyond that we looked at how other websites linked their pages together, Facebook, Twitter and YouTube – the answer to all three is of course social networking. YouTube of course, has changed most notably to link their pages together. The user’s profile is permanently at the top of the page, and personal recommendations are always to the left. These aspects are of course always present on Facebook.
Looking at other news sites we discovered that the Daily Mail Online is not only the most visited News Site in the United Kingdom, but in the entire world – overtaking the American New York Times a few years back. The Daily Mail Online has a number of features that help make their website most popular, and a great number aid to link the website together. Users have profiles that are visible at the top of every page, they can comment on nearly every article and for American visitors they have a page that lists top US stories. All of these are ideas that we can look at for the BBC. Certainly at the moment there is discontent that users of the BBC may only comment on select articles, rather than everyone – often commenters are negative about which articles the website editors choose for visitors to ‘have your say’ on. Also the localised site, which shows foreigners stories that are more likely to visit them.
Our following tutorial regarding our Creative CV, we had examples to show Sarah Louise. Though irritatingly the file had got corrupted as I was in a rush to leave so I wasn’t able to open and show mine on the occasion. Despite this the advice given to my group members carried well on to me, and I got some useful insights
For my initial design, which is to be my generic CV, which ultimately I would alter depending on the agency, was a clean white – which reflects my favored design, with minimalist text. My name at the top, and simply my phone and email. When I was later able to get feedback I was advised to remove my GCSE list, as was already mentioned, and just have a note saying I had ‘7 passes at GCSE’, and then listing my qualifications from oldest to most recent.
I also had this time a list of 5 agencies which were to be my first I would apply to. I had an example statement tailored to the agency.
We produced a lengthy list of brands and more specifically products to look at for our brand experience, including Lynx, Cadbury, UK banks – incl Lloyds TSB, HSBC and Natwest -, Hollister and Skittles. In the end we settled on Skittles. A well known UK confectionery brand, with a quite well known advertising method, and tag line ‘taste the rainbow’.