CAMPAIGN OUTLINE

Hi Guys;

Quick note just to remind us all what we are doing; and how we delegated the jobs yesterday. I hope this makes things a bit clearer for you laura. Jump in Freya and Malcolm if i've said anything wrong.

So the main elements for the new reinvented campaign are:

- The whole campaign is now online

Great way of hitting a target audience on a global scale; the campaign can also be adjusted to fit in with a change of object (something alastair was considering) i.e. burnt toast. going online is also a very cost effective way of promoting the brand and drawing people to the website to purchase the glass. The campaign will be made up of different online media all playing on the concept of everything being POP UP.

- Tagline: We Are With You

This will be the tagline that runs through the centre of the campaign. As it was dicussed in the feedback from the presentation, this has a poetic tone and we felt that it ties in well ethos of the campaign; the WITH brand/ agent being with you; during an experience.

The WHO WHAT WHERE WITH tagline is also being used throughout the online campaign. Read below

- Online Store

An idea that we already had but we are just adjusting it to fit in with the ethos of the campaign more. Customers will be able to purchase the glass online; redirected to the site from a variety of other online media. The online store is a pop up website that is only there there for a short period of time; like the actual store. The online store uses the tagline WHO WHAT WHERE WITH; these becoming drop down sections on the site; making for easy navigation. The WHO WHAT WHERE WITH; idea to be used throughout the rest of the online media; i.e. the pop ups. the idea that the WITH phrase is looking at the experience; having an experience with a WITH agent.

- Pop Up Ads

The idea of the pop up ads is to continue with the POP UP concept and this clearly directly ties in. The POP UP ads will appear on websites such as ROKEBY or TATE Modern; sites where we will hit the required target audience. The pop up ads would be more subtle than those of an annoying nature; perphaps being in an advertising space on the website; which enlarges when you roll the mouse over it. the WITH brand would clearly have to have some sort of discussion with the website and decide what the site could get back in return (pop up takes you to WYSTORE, and then maybe a pop up on WYSTORE that takes you back.) The pop up ads will play on WHO WHAT WHERE WITH idea; having a moving image piece; where the words flash quickly and the reader is left intrigued as to what it said.

-Banner Ads

The banner ads are very similar to the pop up ads. They work in the same way allowing the user to click and be directed to the website. Again these can be located on the website of a Gallery or similar site. Made up of an sort animation of kenetic type (WHO WHAT WHERE WITH or We are with you)

CAN SOMEONE CLARIFY THE BANNER ADS A LITTLE MORE, NOT 100% SURE! :)

- Emails and Social Networking

Using emails to also promote the WITH brand; perphaps emailing out the banner ads?
Also using social networking as a promotion tool to the website?

-THE POP UP TAXI

We are trying to play on the idea that the taxi is a POP UP TAXI; you won't see if for long and then it's gone. PLaying on the idea that you need to see the taxi before it goes. POPS UP in locations across the city. As for the graphic on the taxi, it has been decided that taxi will be white (to tie in with the clean crisp image of the WITH brand. Copy on the taxi will read WE ARE WITH YOU; to show that WITH are with you. Finally there will be people holding onto the taxi; that look like they have 'jumped aboard' the WITH TAXI; everyone wanting to be apart. We need to look at the seats and also the receipt; do we want to tie it in with the tax idea from the shop receipt.

- Short Stop Motion for Taxi Promotion

A short stop motion using a mini taxi and 'little people' to illustrate to Alastair the reasoning behind the choice of grpahic for the taxi. Hand drawn background to tie it in with the website.

- Packaging

The packaging is really staying as it is; as it seemed to go down well aqt the previous presentation. It encorpartes a high street brand; showing that this WITH experience is the afforadable and accessible option. Some slight changes need to be made to the USB for example, but only slight tweeks. So for the presentation the final aspects will be:

• USB - White with black text?
• Bag - The bag has been changed to a canvas bag, it can be reused and continually promotes the WITH brand. WY logo with a cloud or sun background
• Poster - showing the process of the glass breaking
• Acrylic box - acts as an ornament/ case to display the broken glass. the box will have imagery of none broken glass.
• Receipt - The receipt showing that you have been taxed and recieved nothing in return. The receipt acts as your certificate/ proof of purchase, but has the opposite use that an actual receipt has (can't be returned EVER.)

There you go guys I have tried to cover everything i can; add or change anything that you want if anything is wrong. But I hope this clarifies to everyone the campaign aspects; and I hope i have got it right! AHAHA

I am going to do some really quick visuals to help illustrate some of the ideas; so look out for them.

Now so what is everyone doing today? this is what I got from delegation yesterday:

Robbie : Taxi Stop Motion Animation, Taxi Graphics, ideas for pop up visuals (To give to Malcolm)

Freya: Bag (Packaging), Taxi Graphics, stop motion for shopping page on website, ideas for pop up visuals (To give to Malcolm)

Malcolm: Touching up Website, Execution of Pop Up Ads and Banner Ads.

Laura: We didn't decide specific tasks, but I think it would be good if you could help malcolm with the pop up ads; maybe giving them context (visuals of them on websites?) maybe like me and Freya some visual ideas for pop up ads, changing the USB. What do you think?

Can anyone think of anything else we need to do as visuals?

Last push guys almost there; I think were onto a winner if we can pull the presentation off!!!!

P.S I had a dream last night; that we were all sat on the tube and i was tellign you about how my dad had built me a pirate ship hotel. WHAT????? AHAHAHA made me laugh anyway!

When we have any visuals ready; lets get them on the blog.

GOOD LUCK: WERE ALMOST THERE!