Direct ResponseKiarna Harvey

13291334

Tutorial Activites

Week 1 - Bond Begging Letter

Week 2 - Greener Grocer Feedback Form

Week 3 - Ikea Coupon

Week 4 - Nike Buck Slip

Week 5 - Reverse Storyboard

Week 6 - Gold Coast Marathon Radio Ad

Week 7 - Wiggle EDM

Begging Letter

Originally, I had no idea where to start with a begging letter. I wanted topersuade someone to donate without physically asking for a dollaramount. So often we are bombarded with advertising asking us to'donate', therefore we are very easily desensitised to it. The letter is personalised to each individual; stating their name, thenumber of years since graduation and the degree they took. I used amore subtle approach to emotion by guiding the recipient to feelingimportant. I wanted them to believe that this donation will benefit notonly future students at Bond, but themselves also. I kept theemotional ties to a minimum as it is still a professional letter and thoughttoo personal could get borderline creepy. This begging letter aims to be relatable, and persuasive in a nonintrusive way. The reader is left reminded that this donation is worthit as it is their reputation that will benefit. It is up to the recipient howmuch they wish to donate.

Bond University

Feedback Form

Draft

The Greener Grocer

Final

Originally, I designed this form as a card you received after purchasing with the Greener Grocer. Iwanted to do something different to the IGA example given (win gift card, do the form online). I decidedto create a bigger incentive to ensure more people would come back with the form. After lots ofthought, it became obvious that this was not going to work. Reasons:

•People would lose it •Forget to fill out by the time they got home •Hard to monitor; people could fill out multiple times resulting in falsified results. •Technology seems to be the way to go in today’s age.

Therefore I altered my original design. The card is still given at the end of a purchase, directingcustomers to The Greener Grocer’s Facebook page. I opted for the Facebook page over the website asthis gives The Greener Grocer the opportunity to build a stronger social presence. The survey can be fangated, requiring consumers to like the page before they take the survey. This also allows The GreenerGrocer to collect valuable data on their customers. Once they have conducted the survey, the customercan ‘Share’ with friends on there own page, guiding more people to The Greener Grocer Facebook. Tostop people entering the survey who haven’t shopped at TGG Capri, for the purpose of the prize, thesurvey would need to be set up where they have to enter a unique code given on the receipt withpurchase.

Coupon

A card designed to slip into each bagwith purchase, or have sitting on selfserve checkouts. As a thank you forshopping with Ikea, the customer hasthe chance to join the company in anexclusive interior design workshop.

The card directs the customer to the websitewhere they will find more details:

FRONTBACK

Limited places in workshops (20 people) Each category of workshop only has one amonth Must book your spot online, to book spotyou have to enter details for datacollection and use your receipt id.

Draft

Ikea

When asked to make a coupon for Ikea I instantly thought experiential.Ikea (store, products and brand) is designed to be very experiencedbased. Therefore this lead me to the idea of an interactive interior designworkshop exclusively for shoppers. I added a stronger line on the frontof the slip to grab attention "BECOME AN INTERIOR DESIGNER IN ANINSTANT".

Final

Buck Slip

I love the Nike brand, and their powerfuladvertising.

I really liked the “Find Your Greatness”campaign they ran in 2012.

For this activity I adapted that campaign, andcreated 3 different versions of a buck slip.

One to go out with purchases of female shoes,male shoes, and youth shoes.

This fulfilment offer guides consumers topurchase again with Nike when they get home;this time on their online store.

Each buck slip has a unique code (i.e.NIKERUN1, NIKERUN2 etc.) for the customerto use their 10% off.

After seeing other people's work, I was unsure ofmy designs. However after reconsidering andlooking over it, I was quite happy with what I hadproduced. I like the natural colours, each with aslight pop of colour. I like the imagery I havechosen as it best represents each agedemographic the different slips are aimedtowards. The typography is positioned based onwhat suits the image best.

Nike

Reverse Storyboard

In a far away kingdom....

Cinderlla

Radio Ad

After recently having my mother, and a close family friend of mine, compete in the GoldCoast marathon, I really wanted to take a pathos approach to this radio ad. The pain, struggle and effort that goes in to the full 42.2km run is mind blowing andsomething really superhuman. I wanted to plant a seed in the listeners head that got them thinking about doingsomething superhuman. I thought by using a real life example, and hearing the story being told made the 60second advert more relatable to the listners.

Gold Coast MarathonClient: Gold Coast Airport Marathon Name: Ignite Your Greatness Time: 60 Seconds

Feet hitting the pavement [hard and heavy]. [Slow fade in] Crowd cheering

[talking to herself, sounding exhausted] Left foot… right foot… justkeep moving. I’m almost there. Just around that bend is the finish lineI’ve been sweating for.

[Slow fade out] of crowd cheering

[Reflecting on her experience to the listeners] I thought I’d be dead inthe end, but it was the other way around. I just felt [pause] morealive. They complain about the pain in their knees… the ache in theirback… the throbbing of the feet. But I knew nothing would compare tothe pain of giving up. Each marker will keep you pushing.

[Recapping her marathon] You’ve done 5k, you can make it to 10.You’ve done 10k you can make it 20k! You’ve done 20k you can make itto 30! Okay… home stretch. I can make it to 42 kilometers! Iam superhuman.

[Talking to the listeners] Nothing, [pause] nothing can compare to thegreatness overwhelming your body in the end.

Ignite the greatness within you. You are superhuman.

[fade in] short jingle

[Sped up] Gold Coast Airport Marathon. Saturday 6 and Sunday 7 July.Register your spot now at goldcoastmarathon.com.au

[Fade out] short jingle

SFX

LADY

SFX

LADY

MAN

SFX

MAN

SFX

Email OfferDraft

Subject Line: Cherise, are you Triathlon ready?

After revising my draft copy, I realised that confusion could occur with thetwo different discounts. The colour tones of orange didn't quite match upeither, and I decided that due to the limited time offer, the subject lineshould be more urgent.

Wiggle

Subject Line: "Cherise, get Triathlon ready in the next 60 minutes,and we'll treat you to an extra 15% off our already great prices