Upload
cmidm4
View
731
Download
0
Tags:
Embed Size (px)
Citation preview
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM43
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM44
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM45
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.
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM46
STORYBOARD I
DELAY
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM47
STORYBOARD II
UNFORTUNATE MISS
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM48
STORYBOARD III
THE PICK UP
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM49
STORYBOARD IV
CHANGING TRAINS
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM410
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 STRATEGY & CONCEPTUAL DESIGN | CMIDM411
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.
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM412
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM413
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM414
BRAND IDENTITYFONT STUDY & LOGO DESIGN
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM415
INVOLVED MEDIA
FLYERS & POSTERS | INTERACTIVE BILLBOARDS | WEBSITE CM LEVEL2
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM416
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM417
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]
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM418
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM419
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.
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM420
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.
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM421
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
MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM422
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