Cmidm4 Deliverable II - Concept Design And Media Strategy

MEDIA STRATEGY & CONCEPTUAL DESIGNTEUN BONGERS | THIJS VAN LAARHOVEN | WILLEM DE VREE | JAN THISSEN

IO3010 CMIDM4

MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM42

CONTENTS

• CHARACTERISTICS

• STORY

• SCENARIOS

• STORYBOARD

• MEDIA STRATEGY

• MEDIA EFFECTIVENESS

• BRAND IDENTITY

• INVOLVED MEDIA

• CM LEVEL & CROSS-OVERS

• TECHNICAL ISSUES

• DETAILED DESIGN APPROACH


CHARACTERISTICS

TARGET GROUP THE DAILY COMMUTER

LOCATION RAILWAY PLATFORM DELFT CS

TIME BEFORE BOARDING THE TRAIN

GOAL ENTERTAIN AND INFORM

TRAVELLERS WHILST WAITING

FOR THEIR [DELAYED] TRAIN

INVOLVED MEDIA INTERACTIVE BILLBOARDS

WEBSITE

FLYERS & POSTERS


The expection is that, due to construction work on the

Spoorzone Project, trains will be delayed more often

than usual. This will result in an inconvenient situation for

travellers:theymightgetfrustratedorevenfileacomplaint

against the NS.

This is were project comes in: an interactive

billboard, providing both entertainment and information at

the same time. An intuitive touch-senstive interface provides

accessibility for everyone.

Our ultimate goal is to make travellers forget that they are

actually wasting their time waiting on the platform for a

delayed train.

STORY

sam


SCENARIOS

I Delay

It’s nine o’clock in the morning, and Sam is on his way to the station to catch his train to The Hague. When he arrives at the

stationhefindsoutthathistrainisdelayed:hehastowaitanother15minutes.Thisreallypisseshimoff,sincehewon’tbe

able to be at work on time.

II Unfortunate miss

It’s four o’clock in the afternoon and Sam is hurrying himself to the station to catch his train. He knows that his train could

leaveatanymoment,sohe’sinkindofarush.Whenhearrivesattheplatform,hefindsoutthathiseffortswerewithout

reward: all he sees are the taillights of, what ought to be, his way to

work.

III The pick-up

Samiswaitingontheplatformtopickuphisgirlfriend,whowillarrivein10minutes.After10minutes,anannouncementis

madethat,duetoconstructionworkontheSpoorzoneProject,thetrainwillbedelayedbyapproximately15minutes.

IV Changing trains

SamisarrivingatDelftCSandhastochangetrainstogotoDelftZuid.Hehastowait15minutes,insteadoftheusual7,

sincehistrainhadadelayof10minutes,duetoconstructionworkontheSpoorzone.


STORYBOARD I

DELAY


STORYBOARD II

UNFORTUNATE MISS


STORYBOARD III

THE PICK UP


STORYBOARD IV

CHANGING TRAINS


MEDIA STRATEGY

* AIDA: Attention - Interest - Desire - ActionThis is the main function of most advertisements. Fist the advertisement should attract the attention of people. Followed by making people interested in the medium. Then people should desire the product or service propagated. Finally people should take action -> buy or use the product or service.

Media consumption: The media this group consumes in general is very variated. First of all there are several free newspapers on the trainstation. Also some people bring the newspaper they have had delivered at home or bought at the Kiosk. These newspapers are red in the train, but also on the trainstation or even on the place of arrival. The newspapers are spread every day but not all commuters read them every day. The free paper is focussed on people who travel by train. The paid paper is more general.

Students and young working class people are known to use internet on their cell phones and are able to consume a lot of media this way.

The target group is also confronted with billboards, posters and other brand names in the train, on the train station and it’s surroundings. These posters and billboards are often shown for a certain period and then replaced by another brand’s commercial. Most of the commercials arenotspecificfordailycommutersbutjustusetherailroadtoreacha broad audience.

In common area’s there are a lot of brand names shown. Like the brand name on a drink, or the brand name of some one’s clothes. As a lot of people use the train and train station our target group is likely to be confronted with this fenomenon.

Furthermore a lot of travelers listen to music and some even watch movies while travelling.


MEDIA EFFECTIVENESSMany male drivers are distracted by half naked women on billboards. The Sloggi billboards

areprobablythemostfamousexampleofthis.Oneoutoffivemenadmitsthattheystart

to sway on the road because of looking too long at this particular kind of billboard. Female

drivers are not that fast distracted.

Billboardadvertisement ismorecostefficient thanaTVcommercialornewspaperad.The

price of a TV commercial for one day is about the same as the price to put up a billboard for

one month.

A billboard has more advantages; It gives brand awareness and strong name recognition. It

reachesouttothousandsofpeopleonadailybasis,targetsaspecificaudienceaccordingto

location and advertisements are not lost in the mix of competitors like in a magazine or the

internet. Another fact is; the bigger, the better and creative and interactive the billboard, the

moreefficientitis.

Internetandflyersarealsogoodmediatopromoteaconcept.Therefore,webelievethatthe

most effective way to convince potential users of our concept is by using a combination of

interactivebillboards,internetandflyers.


BRAND IDENTITYIMAGE

Project should be recognised as fun,

easy to use and reliable. With a slick, modern and

playful looking visual style, travellers will see that

there is something new and exciting happening in

their train station.

An important issue too keep in mind is that the

billboards should not look too high-tech. This

could lead to a concept being experienced as

too complicated or even intimidating. Therefore,

a balance between playful and fun, reliable and

modern design needs to be sought. This will

ensurethat thethresholdforfirst timeuserswill

remain low.

sam


BRAND IDENTITYBRAND NAME

The idea was that our brand would be associated with a familiar and reliable feeling. The brand name

should communicate the playful character of our concept. After an extensive brainstorm session, we

eventually came up with a suitable name.

Derived from Spoorzone And Media, the name can be associated with a real-life person, which is

exactly what we hope to achieve. People should think and feel about as if it where a good friend or

relative.

Thebrandlogoamplifiesthisfamiliarandrealiblefeelingwithasoft,curvedfontandafriendlybluecolour.

Besides the association with the city of Delft, the colour also corresponds with a friendly image.

sam sam


BRAND IDENTITYFONT STUDY & LOGO DESIGN


INVOLVED MEDIA

FLYERS & POSTERS | INTERACTIVE BILLBOARDS | WEBSITE CM LEVEL2


INTERACTIVE BILLBOARDS

Multiple interactive touch-sensitive billboards are the core

media involved in project . They contain and provide

the services to entertain and inform the daily commuters.

The services implemented on the billboards are:

Games

Complete the Spoorzone Puzzle, play a solo game of

Railroad Pong, or compete with someone on the other side

of the platform.

Photography

Take pictures, add effects, upload them and view them on

the web. (Trough a mobile phone or computer)

Information

View current train schedules and receive updates on the

status of the Spoorzone Project

sam

PHOTOGRAPHY


WEBSITEAfter having taken a picture, completing the Spoorzone

Puzzle or having played a game of Railroad Pong, travellers

can visit a website. This can either be done whilst on their

way to their destination [on a smartphone], or simply at

home.

The content of this website will consist of:

• Pictures

• Leaderboard

• Userprofiles

Pictures

Pictures taken on the billboard are stored in an online database.

They are sorted by date, week, month and year, and can be

downloaded directly to a mobile phone or pc to print and/or

edit them.

Leaderboard

The implementation of an online leaderboard could be an

encouragement to play a game on one of the interactive

billboards more often. The Leaderboard provides the ability

to compare highscores of friends with personal records.

As a result, users could feel more tempted to participate in one

of the games, to beat their friends highscore, and set a new

record.

NOTE:Onlyhigh-scoresofuserswithapersonalprofileare

uploaded onto the leaderboard. [See next page]


WEBSITEUserprofiles

Frequent users of project can decide to make a

personalprofile.Thiscanbedoneeitherdirectlythroughone

oftheinteractivebillboards,oronthewebsite.Theprofiles

will contain only basic information, such as gender, age,

occupation work/study etc. Users can log on to a billboard

or on the website with a combination of a username and

password. [It might be a possibility to integrate the use of an

OV-Chipkaart to identify a user]

Userswithapersonalprofilecanlookupnewlytakenpictures

directly, without having to look them up amongst the several

other pictures taken at the same day or week.

Anotherbenefitofhavingapersonalprofileistheabilityto

get in touch with someone you have met during a session of

Railroad Pong. This way, new friendships and/or business

contacts might be realized in a playful, informal manner.

sam

Name Sam PietersenGender MaleAge 32Hometown The HagueInterested in News, sociology, psychologyOccupation Human resource managementCompany Bongers BV DelftMarital status Cohabitating

USER PROFILE


FLYERS & POSTERSTheconceptwillbepromotedwithflyersandposters,placed

and handed out on-site. The promotional campaign will start

one week before the billboards are placed. Every day of this

week, a new clue or ‘hint’ will be given. This way, the actual

target group (daily commutors) will have an advantage over

occasional travellers. Combining all the clues results in a

free gift (OV Chips!) which can be collected at, for instance,

the AH to go.


TECHNICAL ISSUESThe rules and regulations for placing billboards are different for each community. For the Gemeente Delft the right to place

a billboards is in the hands of one company, JCDecaux. The rights to place abri’s [showcases with light] are in the hands of

CBS outdoor. They have the exclusive right to place abri’s in Gemeente Delft, so what every placed abri must be placed in

consideration with CBS outdoor.

An employee of CBS told that there are not that many regulations an abri’s on public places. It does not matter what materials

are used, how heavy or light it must be or how big.

There are some guidelines according to abri’s. An abri may not be inconvenient for the traveler. This means there must be

a safe distance between train/ bus and passenger and the light the abri emits may not be too bright, it may not have sharp

edges and it should not be in front, or blocking the view, of crucial points like information poles or ticket boxes.

In2010CBSoutdoorwantsregulationsconcerningthedistance;forinstance,thedistancefrombus/traintoabrishouldbe

atleast1,30m.Thisisnotalwaysthecasebecauseofthelackofspace.However,70percentoftheboroughsinTheNeth-

erlands are already handling these regulations.


CM LEVEL & CROSS-OVERSProject will be launched as a level 2 cross-media

concept. It involves different content amongst a small amount

of media.

The concept stimulates the following cross-overs:

• Fromflyerstointeractivebillboards

• Fromflyerstowebsite

• From interactive billboards to website

• From website to interactive billboards

The project will be evaluated after six months. If it turns out to

be a succes, further investments could be made to develop

project into a cross media level 3 or 4 concept.

An easy way to include the ability of user-generated content

is to implement a sandbox-based digital paint feature.

By providing several basic painting tools, such as brushes,

shapes etc. users will be able to make their own piece of art.

sam

sam


DETAILED DESIGN APPROACHThe next phase of the project is to develop a detailed design based on the concept.

Oneofthemostobviousthingstodoistodevelopefittingdesignforthebillboards,whichisable

toincludeallthespecifiedfunctionalities.

The most important aspect of our detailed design will be the user interface. Therefore, one of our

main focus points during the next phase of the project will be an extensive research on usability.

Postersandflyerswillbedesignednext,toinformandstimulatethetargetgroup.Also,atemplate

of the website will be made to give an idea of how the cross-overs between billboards and internet

will take place.

Alloftheabovementionedaspectswilbedesignedaccordingtothespecificationsofourbrand

image. This will ensure that the content on every media is recognized as part of project . sam

sam

Cmidm4 Deliverable II - Concept Design And Media Strategy

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Transcript of Cmidm4 Deliverable II - Concept Design And Media Strategy