This project was submitted for the YCN competition brief for the Feel Good Drinks Company. The Brief was to create a national communication campaign to raise awareness of feel good drinks for the 16-34 age bracket.
My concept is based on the personality of the brand and its promise to bring a smile into people's day with it's laid back playful tone of voice. advertising the different flavours by using fruit and creating smiles out of them. The aim is to relate to this younger audience by brightening up there day with nothing more than a smile and a soft fruit drink.
using the fruit smile to bring awareness to the brand, they will apear on posters, bottles, social media and in the environment. Using guerrilla advertising to strategically place the smiles where they would naturally appear on someones face eg. bus windows, mirros, shelters. I have also created an interactive idea in the form of a ‘feel good photobooth’ where groups can come in, have fun and literally put a smile on their faces. with the opportunity to win free drinks.
As a way of encouraging people to become involved and aware of the brand. I have created an interactive aspect of the campaign. The ‘feel good photobooth’. in keeping with the ongoing theme ‘stick a smile on it’. the photobooth would be positioned in public places such as train stations and shopping centres.
Inside the photobooth will be an interactive screen, in which they can customise there photos with the fruit smiles provided, by dragging and dropping them over there face. the second screen will allow the user to view the photos, upload to facebook and print them to take home.
using social media to target this younger age group was something i felt to be essential. a way to spread the message and get people aware of the brand and the personality they associate themselves with. Once the photos have been taken and uploaded to facebookfrom the photobooth. People will then be encouraged to like the facebook page to view the photos and tag there friends in them. This is a fun way to introduce the brand and its feel good attitude. Hoping to ‘brighten up peoples day the feel good way!’
Each day one picture will be picked from the team, to star as the profile picture on facebook, this will be based on the funniest feel good photo. This will be awarded with a printable voucher to recieve complimentary drinks for all involved.
In busy places such as city centres,or on the walk from the station into the city. A camera would be placed out of sight and every 30 seconds snapshot an individual on their way out. This would then be automatically generated and transferred to a screen futher on. With a big smile covering there face and a bottle of feel good drink. The idea is to make people stop, make them laugh and introduce the brand in a fun, lighthearted way.
