Learning Activity – Having fun with brand identity

Watch the movie “The Greatest Movie Ever Sold” (The official title is “POM wonderful Presents: The Greatest Movie Ever Sold”) and answer the following questions:

  1. Do you think the movie provides insight or detail into what drives product placement in entertainment?
    If so, what have you learnt from that? If not, how would you change aspects of the movie to reflect insight on this?

I think the movie was well made, it provided a full insight of the process he had to go through to start his movie, establish his style, get sponsors and then film it. To answer the question of what makes brands put their products in entertaining things like music videos, or films, I would say that it is to be recognised and stand out from other brands, which in the end is simply because they want more money, and more customers equals more money.

In the end everything comes down to money, since people like to be entertained and expend a lot of time and money entertaining themselves, companies place their products strategically in things most people want to watch so they can be seen and so that people remember them when buying stuff. Usually both the company/brand and the entertainment industry benefits from this. The brand provides the money to carry out an idea and that is a good thing, but when it tries to mess with the idea so it fits the brand it can be a little bad for the entertaining industry.

2. What have you observed about presentations of visual strategies/brand identity?

Most of the brands that agreed to sponsored him had a clear vision of what their brand was all about, how they wanted to be perceived and what he could and could not do in his movie. Pom for example, the juice brand, had a very soft and clean look, very simple aswell, and they kept it that way choosing not to include the crazy more fun things he suggested.

3.Let’s consider this movie as a form of research. In other words, it was done to see what the effect of branded entertainment would be, a case study of sorts. What are your findings? What have you learnt? What has changed your pre-conceived ideas? Do you think there’s relevance in this case study? How could you apply your observations in real life?

I actually already knew the most part of what he showed, cause the amount of commercials out there has been bothering me a while. However I found it very interesting to actually look at the process he had to go through to get his movie out and see him present all his ideas to people and get rejected, and in some cases finally succeed.

I learned that before asking for help and sponsors, you have to establish yourself sell yourself to them as they do to you. Another thing I learned is that you have to try to look for brands that are compatible with you since they are the ones that are going to be the most interested. I also learned that to succeed as a brand, you have to be true to yourself, believe in your product and show this to the public.

4.From the findings above (question 3) imagine that the international coffee brand, Starbucks, is your client. Give one complete strategy for a small activation campaign to advertise Starbucks on aeroplanes. Give one idea of how you would do this, by following the 5 steps of the work process. To guide you, follow the points below and do a write-up of your idea as well as the steps you followed:Conduct research – you can visit the website http://www.starbucks.com as part of your research. Also think of quick research methods, such as surveys done on family and friends.

From a quick look through their website I learned that:

They use colors as yellow and green to highlight important things or just to make contrast, but otherwise they have a pretty clean-looking page, very simple, like it is popular right now. It is important to them to have a good ethic, help the environment and people, in between many things they help refugees by providing them with jobs, they support farming communities  and provide community service.

I kept searching on the internet and found out that their primary target audience were adults between the ages of 25 to 40 years and their secondary  young adults from 18 to 24.

  • Clarify the strategy – Once you’ve conducted quick research, do a write-up of your findings and create your own brief.

It seems like Starbucks is a simple brand that cares about the environment and social problems and they also focus on making high quality coffee. While doing this campaign, I will focus on adults and young adults as my target audience.

  • Design the identity – Here you do not need to go into lengthy design, but create sketches of your ideas and remember to think about the movie for inspiration.
  • Create touch points – As this is a focused campaign, you may have one touch point only; describe how you would activate your campaign using this touchpoint. If you need to, you may do sketches that would aid your communication.

As a Touch point I would give every passenger of a flight an option of getting a free Starbuck’s drink handed out by the hostesses in the middle of the flight. This free drink will stand out from all the rest of the food and drinks that are to be bought. The cup would carry a design incorporating both the starbucks logo and paper airplanes and carry nice messages of encouragements and quotes about flying.

  • Manage the assets – As this is not a prolonged campaign, briefly describe how you would use the possible outcome of your campaign for future use. Also state what your follow-up steps would be to strengthen your message. For example, you’ve done research and decided to give free vouchers along with every boarding pass handed out. How would you collect feedback from consumers or how would you communicate to them at the airport, on the flight, etc. to support your campaign?

The cup will come with a cup holder made of paper that is actually a folded brochure that lists the direction of all Starbucks in the destination the plane is heading towards, as well as a link/QR code that would lead them to a short questionary they can take to participate in a contest to win a starbucks golden card.  In this way we can get feedbacks on the campaign. Since passengers are in the middle of a flight and have nothing else to do, they will most likely take the time to participate in the contest, and at the same time give us valuable feedback. 


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