Another Questionnaire Answered....better late than never

Gender: Male
Age: 44
Occupation: Director

1.) What would be your ideal 3 course meal?
Terre a Terre vegetarian themed…
Sweet potato (Thai) style soup and focaccia
Smoked Sakuri Mai Fun
Homemade Tiramisu

2.) What do you like to do in your spare time?
Independent cinema, walking the dog, internet news-forums watching football, cycling, travel.

3.) Where would you go for a weekend away and who with?
Anywhere northern European to catch any of the cycling classics, (France, Belgium, Holland, Germany). Manchester veledrome…
Music festivals, anywhere
Camber sands, food , drink and beach walks.
All with Ailsa (my wife)

4.) What are your top 3 destinations you've been to and why?
Pyrenees, France, mountains, walking, cycling, brilliant food, brilliant people
Cornwall, cosy, pretty, rugged, great food and drink, walking
Nepal, stunning, challenging, remote, beautiful people, breath-taking scenery (Grand Canyon similar)

5.) What brand campaigns can you think of that have recently interested you? If so, what were they and why?
Apple products, shiny, want to try; look like you want to use them, easy, clean and classic
New (Albion) football stadium, season ticket types, match day experience, loyalty products.
Electric and Gas supplier, http://www.ecotricity.co.uk/ values, vision and ethical
38 Degrees, http://www.38degrees.org.uk/ people power, inclusive, humorous
Red nose day text, http://www.rednoseday.com/ easy, quick, rewarding, part of group

6.) What is the most effective way you would be drawn towards a brand? i.e.- Online; via social media, email, blogs. Or offline; print, editorial, advertisement.
Media, internet, magazine, press, tube, cinema
Less likely – e-mail, junk mail, Facebook

7.) Give a few examples of the brands of clothing you wear.
Fred Perry
H&M
Debenhams suits
Local cricket football branded clothing
Next


8.) Give a few examples of the brands and style of footwear you wear.
Only one - Vegetarian sShoes

8.) Who influences you and why? ie-famous or celebrity
Wife – she has style
Retro looks – Bands like The Dead 60’s, The Go Team, Oasis

9.) What sort of outdoors activities do you do? ie-walking, any sport
Walking & Cycling


(Lucy)

Secondary Reports

"Our readers have been brought up believing in brands," editor-in-chief Mel Young tells Development magazine. "We're just trying to turn them on to brands that matter, be it jeans, footballs or the coffee you drink."

Mel Young – New Consumer Magazine

http://www.wgsn.com/content/wgsn-ms/think-tank/features/ti0111/ti011199/ti011199_h2.html

"Consumers are interested in cutting back on their purchases - but when they do buy, they want quality products that are dependable and will last," she said. "It is not just about buying products made of organic fabrics. This concept is part of the sustainable mission that includes not only environmental consideration, but also social and economic-related considerations as to how and where our products are made and by whom."

Alice Demirjian, director of fashion marketing at Parsons

The Monitor survey asked respondents what "sustainable" means: 45% of women said sustainable clothing is meant to "last longer" or is made of "good quality". Just 8% believe the term means "made from renewable/natural resources". Meanwhile, 31% of women believe "environmentally-friendly" means "made in an environmentally-friendly way", 28% think "made from natural/renewable fibres/materials", and 18% believe it means the clothes are made via "green or organic materials/no dyes/no chemicals".

http://www.wgsn.com/content/wgsn-ms/cotton-inc/reports/2009/jan/ci2009jan28_000350.html

At Timberland, the mantra has been "Make It Better", and engaging consumers to "do right" has been core to the brand for many years, according to Hitesh Patel, vice-president of Phillips-Van Heusen Corp, the licensee for Timberland menswear.

"The fall 2008 Timberland apparel line has been rebuilt from the ground up to provide consumers with more modern, functional and environmentally responsible style options," Patel says. "From a redesigned denim collection to a versatile layering system, the new collection allows consumers to express their own personal style while continuing to leave a lighter footprint on the environment."

http://www.wgsn.com/content/wgsn-ms/cotton-inc/reports/2008/apr/ci2008apr15_000318.html

(Lucy)

'stimulate your senses' wrigley's 5 gum

2007 In March 2007, Wrigley introduced U.S. consumers to 5, the most exciting development in sugar-free stick gum since the launch of Extra® more than 20 years earlier.

2007 In August 2007, 5 gum unveiled its marketing campaign titled 'Stimulate Your Senses.' The advertising spots described "what it feels like to chew 5 gum." Set against an industrial, futuristic backdrop, the cooling, warming and tingling sensations created by 5 gum flavors Cobalt, Flare and Rain are expressed through dramatically stimulating visuals and sounds. The campaign also strongly leveraged magazine, cinema and online media advertising to showcase our new brand.

2008 In 2008, 5 brand launched two new fruit gum experiences. Lush gum provides a crisp tropical sensation and Elixir gum is a mouthwatering berry sensation.

2009 5 gum takes it to the next level with unique, game-changing flavor experiences. Solstice, a warm and cool winter, and Zing, a sour to sweet bubble, are new-to-world flavor transitioning experiences.

2010 React Mint and React Fruit join the 5 portfolio in March with exciting new flavor experiences.

2010 5 gum introduces Prism and Vortex to its portfolio. Prism is a sweet and intense electric watermelon taste while Vortex is a sweet and juicy green apple flavor

The idea of the advertising campaign evolving throughout the years is how we envisage our New Balance  advertising campaign to evolve. We are currently focusing our campaign towards men as this was the gender of our opinion former however would like to target women with a similar campaign in the future using the same concept.

(Claire)

Magnum 5 senses campaign

Following the success of the 7 seven deadly sins advertising, Magnum created a 5 senses advertisement campaign  which was released in August 2006.  Magnum is an icon of indulgence for modern sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, regain the brand’s iconic position and give women something new and exciting to covet. Despite 30% reduced media investment, European women flocked to Magnum’s latest limited edition: the campaign for Magnum 5 Senses reclaimed the brand’s former strengths – stocks ran out by July, single sales increased by 18% in this impulse purchase sector and women rediscovered Magnum as an object of female desire.

(Claire)

Magnum 7 deadly sins

Magnum have played with the idea of elements within there advertising to launch there 7 deadly sins ice creams in 2003. Each of there ice creams represented one of the following deadly sins anger, greed, sloth, pride, lust, envy and gluttony. Advertising was made incoroprating all of the sins and also focusing on one sin.

This you tube clip shows the gluttony advertisiment.

This idea is how we want to represent our new balance campaign, each sense can be a stand alone advertisment but can also be combined to show a full picture 

(Claire)  

Sensory Marketing

Following on from the last post, the brand awareness could even be spread through sensory marketing to reflect the idea of the 5 senses. 

The following examples portray a pretty good idea!

(SOUND)

(SMELL)

(SIGHT) 

The launch of the Nikon D700 in Korea. Everytime someone walked past the interactive light-box bill board, it would play paparazzi photographing and huddling together to take your photo. The red carpet eventually lead to a mall which went directly to where the Nikon was being sold.

(TOUCH)

(TASTE)

'Drink away the Art'


(Sophie)

The 5 Senses

Leading on from Lucys last post, we were heavily brainstorming and were trying to think of a way to enhance our idea to be more creative. 

Having chosen 5 main elements that represents whats important to balance work and play we were thinking of things that corresponded with the number 5...

-5 working days of the week

-5 a day (Fruit and Veg)

-5 fingers, 5 toes

-5 senses

5 senses: Touch, Taste, Smell, Sound and Sight. 

We really liked the idea of this and each of our 5 senses could reflect the 5 different active, social, outdoors senarios we thought could match in our print executions. Here are the following 5 elements of social/play along with our idea for the print executions;

1/ Aim (Aiming for success)...Camping, aiming to get the tent up before it rains..a light hearted humour

2/ Action..................................Walking/Hiking to reach the top of the hill to see the breath taking veiw

3/ Relationships......................Couple walking along a beach holding hands

4/ Relax...................................Man fishing getting away from it all

5/ Enjoy...................................All of the above in the form of a film strip

Free gifts that could be sent out which we thought could reflect each of the above would be,

1/ Frisby with a target on it with the NB logo in the middle (SIGHT)

2/ NB car air freshener (SMELL)

3/ Shell from the beach (SOUND)

4/ Boot shaped stress ball (TOUCH)

5/ NB tin of mints, the taste of success (TASTE)

We then thought of adding a Limitded Edition trainer, of a 6th sense!

Trying now to decide on what the 6th sense could be, and having researched online, we discovered Equilibrioception...a physiological senses of BALANCE. Perfect.

Still playing on our origional idea of balancing work and play and is an entirely relevant 6th sense.

Now to shorten the name or abreviate to give to this new trainer...

Our strap line of, The New Balance of Work and Play, has now changed to..

"Sense the New Balance"

(Sophie)

Talk about an emotional ad...

Adidas tugs on the heart strings with this new spec commercial from New York director Jason Colvin 

Named Winning is Easy, the short film sees a young boy suffering physical abuse from an alcoholic father. On escaping into the woods he finds a pair of abandoned adidas trainers, which kick-starts his love affair with running.

Cut to several years later and the now grown-up lad, having outgrown his shoes, is saddened by not being able to enter the local Olympic track and field trials. The love of his mum saves the day when she gifts him a new pair just in time.

Colvin wrote, directed and produced the film, which plays on the idea of connecting with the audience through emotional drivers. 

How this can relate to New Balance 

New Balance would benefit from sharing an emotional tie like this with the consumer, whether its a lifestyle shot for a print campaign or a viral video in the form of a short film? a strong relationship between consumer and the brand needs to be strengthend. 

(Sophie) 

Some more: Balancing act of work and play...

1. Aim for Success

2. State of Mind

3. Time Management

4. Avoid Workaholism

5. Prioritise

6. Take Action

7. Enjoy Relationships

8. Time Out

9. Improve Yourself

10. Enjoy Success 

Found these on the article: The Balancing Act of Work and Play.

We could focus the campaign on 1, 4, 7 and 8 because I think it fits in really well with our marketing ideas. 

1 - for the fact that New Balance strives themselves on the success and performance of their sports and running products.

4 - create a good basis for the balance of the campaign, not to over work 

7 - can create a good emotional connection for the social side that we are promoting when socialising wearing NB lifestyle 

8 - to play on the balance of social, offering time out or work for comfortable, casual wear in the stress free environments that can appeal to working consumers

(Lucy)

Balance Work and Play!

"According to a recent government survey, one in nine of us is working over 60 hours per week. One in eight of us are working at weekends too. They warn that this has serious social consequences, and has a harmful effect on the quality of family life."


Found on Article 'Work Life Balance' (see link for more)
Encouraging more social activities as reports suggest that people are working too much!


(Lucy)

Casual Wear Survey

http://www.surveymonkey.com/s/9Q9Z57V

33 people have taken it so far, need about 100.
Aiming at an older audience if possible

(Lucy)

New Balance Blogger

Found a 'sneaker freak'!

He's a footwear designer from New York and blogs about loads of different footwear brands and styles, as well as designing his own range. He's blogged quite a lot on NB so here's a link to what he's blogged about it.
But his other footwear blog is also pretty cool so have a look at that too.

Ronnie Feig

(Lucy)

Kit Kat's - Take a Break Promo Review

The take a break campaign encourages consumers to take a break, by buying a kit kat with a promotional code and entering into a competition to win loads of prizes designed to take a break from 'life', prizes include having your mortgage paid off for a year, holidays, festival tickets, shopping trips etc (all below).
The website is really good and interactive and the campaign seems to be pretty effective.


Lifestyle Prizes


Holiday Prizes


Entertainment Prizes


Sport Prizes


(Lucy)

Bulmers Summer

Bulmers Summer Advert.

Really fun campaign and good use of iPhone app that is coherent with the campaign. We need something like this, play on the summer, no work, freedom, happiness, social etc. 

(Lucy)

Lifestyle Questionnaires Answered

Asked a few of my uncles friends to answer the same questions we asked Chris. 

Here are two of the answers I got, they also completed the survey on survey monkey.

Hopefully will get more answers, only emailed him yesterday and he's passed it on to quite a few friends I think. 

Gender:male

Age:43

Occupation: Deputy Headteacher

1.) What would be your ideal 3 course meal?
scallops, rack of lamb, chocolate profiteroles

2.) What do you like to do in your spare time?
children, run, pub, cinema

3.) Where would you go for a weekend away and who with?
camping, cottage with family or city break without children

4.) What are your top 3 destinations you've been to and why?
Thailand - relaxing, hot, great parties ( 20 years ago), Mozambique - fantastic beaches and diving, Sennen Cove, Cornwall fantastic beaches

5.) What brand campaigns can you think of that have recently interested you? If so, what were they and why?
RAW winter coat

6.) What is the most effective way you would be drawn towards a brand? ie- Online; via social media, email, blogs. Or offline; print, editorial, advertisement.
Shops

7.) Give a few examples of the brands of clothing you wear.
RAW, Fat Face and Gap

8.) Give a few examples of the brands and style of footwear you wear.
Nike Air trainers, desert boot

9.) Who influences you and why? ie-famous or celebrity
family and friends - I respect them

10.) What sort of outdoors activities do you do? ie-walking, any sport
running, cycling

Gender:male

Age:40

1.) What would be your ideal 3 course meal? 

Tricky - here's one version:

Spinach and watercress soup with rye bread
Veggie sausage and mash in onion gravy
Summer fruits and vanilla ice cream (or chocolate fudge cake) 

 2. What do you like to do in your spare time? 

Run, cycle, walk, cinema, eat out, run some more... 

 3.Where would you go for a weekend away and who with? 

Venice with my partner Sarah 

 4.What are your top 3 destinations you've been to and why? 

Venice - beautiful, with lots of things to see within walking distance and no traffic
New Zealand - the outdoors and friendly people
Turkey - friendly people, good food, kayaking 

 5. What brand campaigns can you think of that have recently interested you? 

If so, what were they and why?
Vivo Barefoot Evo
Because I'm still looking for the right running shoe that embraces the barefoot/minimal running principles but delivers high performance. The Evo campaign promised much but unfortunately the reality didn't deliver - way too heavy and not comfortable. 

 6. What is the most effective way you would be drawn towards a brand?

 ie- Online; via social media, email, blogs. Or offline; print, editorial, advertisement.

Editorial - online or offline, written by people I respect or at least have good trustworthy credentials. Blogs or social media if it comes to me via trusted sources. 

7.Give a few examples of the brands of clothing you wear. 

GAP, H&M, Puma. I don't have a great deal of brand loyalty. 

 8.Give a few examples of the brands and style of footwear you wear. 

Vivo Barefoot (casual wear)
Mizuno Wave Universe 3, Vibram Fivefingers Sprint, Puma H Streets (all for running) 

 9. Who influences you and why? ie-famous or celebrity 

I might be influenced by someone who I respect, and believe knows about their particular subject. I'm not interested in fame, celebrity or brand endorsements. 

10. What sort of outdoors activities do you do? 

ie-walking, any sport
Running, walking, cycling, swimming, occasionally kayaking.

(Lucy)

New Balance Campaign 2009

Whilst searching creativity-online.com, I can across an article about a New Balance campaign which was released in 2009 for New Balance 574 Clips line...


Here's what the article included...(http://creativity-online.com/news/mother-new-york-creates-574-clips-for-its-inaugural-new-balance-campaign/139020) 


Preview the site and mini clips at www.574clips.com

In order to demonstrate the uniqueness of each one of the 480 pairs in the limited edition series, which are constructed entirely out of leftover clips of material from the NB 993 and 996 designs, Mother created their own series of "clips"—exclusive vignettes shot in cities across the U.S. documenting the experience of every pair before they reached consumers. The shorts are featured on the 574 Clips website. Buyers are invited to search for their shoes' special short and once they find it, they can "claim" their NBs by entering a special code. Their names will then be featured at the end of the film.

To further emphasize the collectors aspect, the agency also created photo "trading cards" and shot Polaroids of each pair to be enclosed in every box. Written on the back of each photograph is the corresponding pair's limited edition number, size, color and retail location.

Mother art directors Mark Aver and Jed Grossman, "Mother" Imogen Bailey and creative technologist Rey Peralta discuss the logisticis of bringing 574 Clips to life.

What was your thinking behind creative 574 Clips?
Mark Aver : We realized that this is an extremely limited release of a classic shoe, 480 pairs, and for true sneaker connoisseurs. In other words, the shoe will likely sell out in a matter of hours. So, the challenge became: How can we create something that not only entertains, but also makes the entire effort as special as the shoe and in turn, makes the communication live a bit longer than the sale.

Jed Grossman: We figured that since the shoe itself is hand-made in Lawrence, Massachusetts out of surplus materials, then the communication should be hand-made in America as well. And since it is such a limited edition, why not give each shoe its own story? Let's document each shoe before it reaches the store and goes on someone's feet. Basically, we felt we could do that, and that felt really cool.

How hard was this to sell to the client? 
Imogen Bailey: They loved the idea from the beginning and recognized the campaign's relevance and originality to the people we are trying to reach.

Is the original idea what we see in the campaign today? Or did it change throughout the creation process? 
JG: Actually, the original idea was maintained from start to finish.

Tell me about the production of this particular effort. Who shot, what did you shoot with? How did you go about scheduling and shooting everything?
JG: The production for this project has been a true team effort. It was also very simple. Each day we would go out as teams of two with a Flip Mino HD, a Flip Ultra HD and a Polaroid One600 camera. We had scripts that we would follow. We would know we'd have to cover 15 clips off the list but might find five or 10 more things that we found interesting along the way.

The coolest part of this project has been collaboration between people. Everyone working on this project at Mother and [production company] Greencard has worn many hats. It has been such a great case of creative minded people from all different backgrounds giving it everything they've got to achieve a common goal.

Who did you cast for the films? 
MA: In New York, Boston and Los Angeles, we relied on fellow Mother employees, folks off the street, friends, and friends of friends for a majority of the casting. Our core team also made cameos in a few of the clips. In Lawrence, Massachusetts, where the shoes were made, we used quite a few of the factory workers in the clips. We even went home with one and shot clips of him and his family getting ready for dinner.

What was the most challenging part of putting this together?
JG: The planning, logistics and process involved in shooting 480 films and 480 Polaroids. Despite their short length (five-20 seconds each,) all of the clips required a thorough cataloging process and utmost attention to detail.

MA: At times, we had four people shooting with four separate camera kits, so a uniform process was absolutely essential. We also couldn't risk any of the clips getting lost or separated from its corresponding Polaroid--we only had enough film and single opportunity to shoot a Polaroid for each pair of shoes.

With the Polaroids, wasn't it hard to get the film? Isn't it in short supply now?
IB: Sadly, Polaroid no longer makes film, so it was quite a mission to find. However, we were determined to find it and we struck gold just in time.

Were there any big challenges in terms of getting the website itself set up? Who did you work with on the technical end?Rey Peralta: We teamed up with Almighty out of Boston to build the actual site. They became an extension of our internal team. Before we started building the site, we had some kickoff calls to define functionality, some big ticket items, and the general 'feel' we were going for with the site. The initial setup calls went a long way in resolving issues before they ballooned into full-scale issues and allowed us to quickly scope and start building while we continued to shoot all the videos for the site. Throughout the entire build process we were in constant communication.

Our greatest challenge during the build of the website, and on the entire project in general has been organization. We had to meticulously catalog every Polaroid, scan, video, and claim code to make certain they all matched-up correctly. The devil's in the details and these were details we did not want to mess up.

Have any shoes been claimed yet?
IB: No, they can only be claimed once bought. The shoes don't go on sale until later this week

(Sophie) 

Timberland Bait Advert

"A sprint off between a man, a wild hog, pack of wolves and a brown bear hopes to inspire couch potatoes to take on the great outdoors. Or simply to buy the latest Timberland shoe – to give the impression they might. One day. When they get around to it."


http://www.utalkmarketing.com/Pages/CreativeShowcase.aspx?ArticleID=15205&Filter=0&Keywords=&Order=LATEST&Page=1&Title=Editor’s_Pick._Timberland_‘Bait’_advert


Thought it might be a good concept to compare to. 
Although we're looking for people to be more relaxed, timberland seem to be attempting the opposite.


(Lucy)