initial ideas

GRAD ONE - BRIEF

Burning calories should be as fun as eating them.

Background

The issue of weight gain is a global problem. For example, almost half of the people in the UK are either overweight or obese. This is because our lifestyles have changed: we used to hunt and farm, work in tough manual jobs and play outside. Now we sit at desks, or in front of the TV, increasingly craving fats and sugars but not necessarily burning them off.

Creative Challenge

Your task is to create a campaign that is less about preaching the nutritional value of particular foods, but instead focuses on motivating children and adults to take part in regular physical activity. The target is to get kids exercising for 60 minutes a day and adults for 150 minutes a week.

Your idea will need to change behaviour. It will need to get people excited about exercising.

Optional supporting material for images:

Interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); supporting information (up to 400 characters).

Keep any text on images to a minimum; supporting information can be entered online.

For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.

Considerations

• Consider building your campaign around an idea for an initiative, a programme or even a social movement.

• Make it interactive. How will you maintain a dialogue with your audience so they continue their exercise plan?

• Think carefully about feeling and tone. When they aren’t working, people want to spend time doing things they enjoy. Your idea must be enjoyable and positive.

Target Audience

Everyone. Although specific consideration should be given to low- income families who are under pressure to buy low cost, quick and easy to cook, convenience foods. This target group could be potentially consuming the most calories, whilst being unaware of the impact that a lack of physical activity can have on them.

Three Words...

final posters

Iphone App, store locater

With Nurishemnt not being one of the biggest brands out there at the moment, it has quite hard to find them near you. For this reason we have created an application on your iphone with clocks your positions and shows you clearly on a map where the nearest stores are to you which sell nurishment.

Product placement

Social Media Strategy... competitions

Images From the Alps

These are the images my father took whilst biking in the Alps.
i intend on using these images in order to promote the chance to win the trip to the Alps but also to promote how nurishment will give you an active, healthy life.
I believe the images of people overcoming such climates as these goes well with our strap line ' have you got the minerals?'. this is because with it having the double meaning of implyin that nurishmant has the minerals you need it also asks the question, have you got the balls? meaning are you tough enough. and with these images demonstrating extreme circumstances but overcoming them will give them audience the belief that they will be able to do amazing things such as a trip to the Alps, and achieve what ever they want.

 

 

Competition timeee

With the idea of creating a competition in order to drive the sales further. we began to think about what extreme place would active people go, where there was difficult challenges to over come such as massive hills, snow and such things. By thinking about this it brought me back to past experience where my dad had been on biking trips to the Alps.

This is then where the whole biking idea came from. Relating Nurishment to overcoming such challenges as these.

Lucozade competition

As you can see at the top of this bottle of lucozade there is a chance to win tickets to 'win a festival festival road trip every day'.

The ‘Win a Festival Road Trip Every Day’ will drive incremental sales for the brand and category by offering consumers the chance to win tickets for ‘you and two mates’ to a top UK festival every day.

Backed by a £2m marketing campaign, the new promotion is expected to significantly boost the fast growing Sports and Energy Category and grow the £262m Lucozade Energy brand. The energy sector, in particular, is performing phenomenally well (+16.7% YOY) with Lucozade Energy spearheading the market and growing by £14m in the past year alone.

The exciting new campaign from Lucozade Energy is designed to capture the attention of 16 to 34 year-olds who are the main audience at music festivals. It will reach 500,000 consumers at the festivals throughout the year and will facilitate growth for the category.

With Nurishment we intend on creating such a campaign as this in order to boost sales. In our brief we stated that we wished to push nurishements advertising in order to gain more consumers which in hand would boost sales. 

Milk Power

Everyone knows that milk is good for you and give you strong healthy bones due to its calcium content. Here the creative has taken simple examples of when you would use your milk and then indented the glass and the spoon with hand marks. giving you the impression that you don't now how strong milk really makes you. this ad can relate back to the ideas that we have for Nurishment, being that by drinking Nurishment, which is a milk based drink, enables you to achieve great things through physical activity and accomplishing your dreams.

Hubba Bubba

Poster campaign

Here the idea is very simple and effective. they have taken everyday situations when you may have to blow on somethings and pushed this further by over exaggerating it in order for it to relate by to the chewing gum, and how people tend to blow big bubbles with it.

Slim Fast

I saw this poster and immediately i liked it. i believe that its simple yet easy to understand what they are trying to get across. Drink SlimFast and it will do what it says on the tin so be careful of grids and such things as you can clearly see here that with the hat being placed on the grid, it is meant to be seen that the person has slipped right through.

Initial Ideas

People’s views taken from forums…

• ·      Um they are okay if you are out and about but they are nothing special, its just milk and a lot of sugars. It does have a lot of vitamins and random stuff in it though.

• ·      Haven’t had one of them in ages, used to drink them all the time. I find them to be a little rich for my liking now, would still have one if desperate though

• ·      I usually have one straight after football.

• ·      They are okay if you are out and about but they are nothing special, its just milk and a lot of sugars. It does have a lot of vitamins in them though. i haven’t seen them around for a while.

• ·      i used to have it after i worked out, but the full version not the light, as it tastes horrible! But now that im on protein shakes i wont be having this drink often, perhaps when im on the move and I’ve got no way of making a protein shake! But overall thumbs up from me!

Question in a forum:

Hi all. Does anybody else drink the Dunns Nurishment drink? It says it’s a meal in a can and tastes pretty good. http://www.nurishment.co.uk/frame.htmIf I drink this DAILY on top of meals and snacks will this help me put on weight? I’m 25 and only weigh about 8 stone!!!, I’ve got the weights and the books and am compiling a bulk up food and weight training programme for myself. I am very committed and want it to work. Cheers

Response:

More protein in a pint of milk - more carbs in milk I think as well - if you are eating enough to put weight on you should be getting enough everyday nutrients without supplements. It tastes lovely though, probably because it's full of sugar.

Question:

Since I work a nightshift twice a week I've been drinking these Dunn's River Nurishment drinks at the end of my shift as a kind of makeshift breakfast until I get home and can eat properly! The thing is that going by the nutritional info on the side of the can there appears to be a pretty high level of saturated fat content, here are the stats, bear in mind that I am currently trying to bulk up! Cal’s - 422Protein - 21gCarbs - 61.3gfat - 11gsaturates - 6.7gCan somebody tell me if it is a bad idea to use these drinks as part of my bulking diet, I'm quite new to all this nutritional stuff so any advice would be very much appreciated!! Thanks in advance!

Response

Seems fine to me, if you are bulking up and working out regularly then you need to increase your calorie intake a lot. This drink has it, and also a reasonable amount of protein. They seem pretty good to me just keep using them.

Berroca

This is a similar approach to how i wish to advertise Nurishment as.... a boost to your day. I also like the look and tone of voice here. Its fresh, clean, not over powering by using too many colours. It has stuck to a rule of yellow, shades of green and white.




Berocca and nurishment both have similar vitamins in them, for example the both contain :

• Thiamin (vitamin B1)
• Riboflavin (vitamin B2)
• Niacin (vitamin B3)
• Vitamin B6
• Folacin
• Zinc

Although Berocca is in tablet form and nurishment is in a drink form it is clear to see that they both have a similar effect.  " you but on a good day ". You can purchase Berocca from most supermarkets and stores all over whereas Nurishment isn't so easy to find. I believe by pushing the advertising for Nurishment i could make it just as successful and popular as a way to 'boost your day'.

Research

People’s views taken from forums…

• ·      Um they are okay if you are out and about but they are nothing special, its just milk and a lot of sugars. It does have a lot of vitamins and random stuff in it though.

• ·      Haven’t had one of them in ages, used to drink them all the time. I find them to be a little rich for my liking now, would still have one if desperate though

• ·      I usually have one straight after football.

• ·      They are okay if you are out and about but they are nothing special, its just milk and a lot of sugars. It does have a lot of vitamins in them though. I haven’t seen them around for a while.

• ·      i used to have it after i worked out, but the full version not the light, as it tastes horrible! But now that im on protein shakes i wont be having this drink often, perhaps when im on the move and I’ve got no way of making a protein shake! But overall thumbs up from me!

Question in a forum:

Hi all. Does anybody else drink the Dunns Nurishment drink? It says it’s a meal in a can and tastes pretty good. http://www.nurishment.co.uk/frame.htmIf I drink this DAILY on top of meals and snacks will this help me put on weight? I’m 25 and only weigh about 8 stone!!!, I’ve got the weights and the books and am compiling a bulk up food and weight training programme for myself. I am very committed and want it to work. Cheers

Response:

More protein in a pint of milk - more carbs in milk I think as well - if you are eating enough to put weight on you should be getting enough everyday nutrients without supplements. It tastes lovely though, probably because it's full of sugar.

Question:

Since I work a nightshift twice a week I've been drinking these Dunn's River Nurishment drinks at the end of my shift as a kind of makeshift breakfast until I get home and can eat properly! The thing is that going by the nutritional info on the side of the can there appears to be a pretty high level of saturated fat content, here are the stats, bear in mind that I am currently trying to bulk up! Cal’s - 422Protein - 21gCarbs - 61.3gfat - 11gsaturates - 6.7gCan somebody tell me if it is a bad idea to use these drinks as part of my bulking diet, I'm quite new to all this nutritional stuff so any advice would be very much appreciated!! Thanks in advance!

Response

Seems fine to me, if you are bulking up and working out regularly then you need to increase your calorie intake a lot. This drink has it, and also a reasonable amount of protein. They seem pretty good to me just keep using them.

Consumer Promotions

With RedBull being one of our most being similair to Nurishment in the sense that they both are for people who wish to achieve. Many of the advertising strategies will be similar, for instance sponsoring such event as motorsports and most extreme sports. i intend to do the same with Nurishment due to the fact the most of the target audience will be watching these events.

Customer Analysis

Here is the customer analysis for RedBull. the target audience is similair to that of Nurishment. Although Nurishment is a milk based drink and redbull isnt. they both intend of giving the consumer a boost of energy when needed.

competitive analysis

These are the competitive brands in the sense that they are also created to give the consumer a boost of energy. however this is where Nurishment should have the upper hand due to the fact that, yes it does give you energy but it also gives you lots of healthy minerals. which enable you to stay levelled.

Red Bull

Red Bull gives you wing's !

Red Bull have really carried out this strap line throughout their advertising for many years now

Such adverts as these where by having a drink of the product can change you in such a way is similar to of what i have in mind for Nurishment...

Final Brief

Nurishment brief

Background…

• ·      Nutritionally enriched milk drink
• ·      A refreshing energy supplement
• ·      Over 20 years old
• ·      Dunn river product
• ·      Jamaican

     Competition:

• innocent smoothies (promote all goodness in one drink) 
• red bull (energy)
• Lucozade (energy)

What we intend to do…

Create :

• ·      Awareness
• ·      Interest
• ·      Promote a healthier living
•     Promote it as an all in one nutritious can.

Not only for active people, but people without time to consume enough nutrients from a day-to-day basis.

Proposition

Highlight that all your nutritional goods for one day is in one can.  This is the message we’d like to portray.

Insight…

These days the target audience lead busy lives and don’t always have time to take in all their required nutrients for one day. The idea of it is also to replace some of your lost energy without taking too much time out of their busy schedules.

Target…

• ·      Body conscious, healthy young adults aged around 18-35.
• ·      People with busy schedules
• ·      Sportsmen or women
• ·      Hard workers i.e builders

For a boost they would usually drink such products as ‘lucozade’ ‘Powerade’ or ‘red bull’ and also if body conscious and like to work out they’d purchase protein in order to make their own shakes.

Look and Tone…

Fresh, bright, retro feel, no nonsense. Says what it is in the name.

Almost a ‘re-launch’ making people recognize the brand for the right reasons.

Media…

TV, print, online viral, promo

Mandatories…

Create a fresh vibe whilst maintaining its retro look. 

Nurishment Brief

What we intend to do…

Create a greater awareness and interest in nurishment as a drink for not only active healthy people, but people without time to consume enough nutrients from a day-to-day basis. Promote it as an all in one lifesaving can. Give the audience the nutrients they need without interrupting their day.

How the campaign will achieve this…

By highlighting that all your nutritional goods for one day is in one can. This is key in making it appeal to the target audience.

Insight…

These days the target audience lead busy lives and don’t always have time to take in all their required nutrients for one day. Whether that be due to the fact it is a full time mother with 3 children to worry about or a busy office worker with a lot of things on their plate. 

Target…

Young body conscious healthy young adults, aged around 18-35. Busy people, starting new careers, being swamped in an existing one, full time new mothers/fathers who simply don’t have enough time to worry about their consumption of nutrition.

For a boost they would usually drink such products as ‘lucozade’ or ‘powerade’ and also if body conscious and like to work out they’d purchase protein in order to make there our shakes.

Message…

All you need for one day in one can.

Why…

Healthy intake of all is what is good for you…. In one can

Look and Tone…

Fresh, bright, retro feel, no nonsense. Says what it is in the name.

Almost a ‘re-launch’ making people recognise the brand for the right reasons.

Media…

TV, posters, online banners est. Social media, promo

Mandatories…

Create a fresh vibe whilst maintaining its retro look. 

5 of our strongest ideas

These are the two brands in which we believed that we could push further and create great campaigns for.
Not only brands but we looked at what issues we could raise awareness for, we decided potential topics such as:
abortion
bone marrow cancer
alopecia
After much consideration into all the above we decided on bone marrow cancer due to the fact that we knew a victim that potentially could give us a greater insight.

Self Directed Project

For this project we where given all the strings.
It was our choice to work alone or in a pair, our choice as to what to advertise and in what way. Whether that be advertising to raise awareness or simply to promote a product.
With this being so myself and partner went away looking around town for inspiration as to what product to advertise. We aimed to go in shops which aren't so commercial in order to find items that had potential and that hadn't been heavily worked upon in the past. In terms of raising awareness we went deeper and delved into personal experiences due to the fact that we believed that we could connect to the project in a different more personal way than ever before.