In this two-page case study, I will be explaining why I have decided to market my very own Brand of an IFO the way that I have done (as seen in my ideas) and how this could potentially attract consumers who are; but not limited to boys aged 7 to 14. The reason why I said “not limited to” is that I have realised from all of the marketing companies from Brands bringing the “flying disk”; there is a perception that the flying disk is just something for the kids. And hence, I would like to change this by changing people’s overall perception of the product and diversifying the flying disk by including the adults in the marketing campaign and encourage them to have more fun!
The Concept Idea For the Advertisement
First of all, I would like to explain how I came up with the “fantasy” idea for the Brand image throughout the whole of the Branding of the IFO. As I sat down in the seminar for the brief run through and got to thinking about how different brands market themselves to their consumers and then we were given the brief; I thought about how I could market my own brand of a common object that has been produced and sold for many years. And this is where my idea for the television ad came in; instantly I didn’t think of the actual product itself but rather how we can manipulate visual imagery and camera angles alone to make the IFO look impressive to the “normal” eye of our consumer. A family I saw, in my head, as like any normal family playing and enjoying themselves in their garden and all of a sudden, a “super” flying disk races against the backdrop of a clear blue to be seen coming across the pathway of the camera. At this point, I asked myself how we can improve such a regular object and make it so that it this object cannot really compare to other IFO products. With the first initial idea in mind for a television ad, I agreed with myself to add the star spikes on the outside of the disk (product development) to differ to the competition and give the consumer the incentive that it flies better through the sky compared to other IFOs.
Now that I had a product that I wanted to brand and market to consumers, I drafted a couple of random names that needed to be something that was “out of the ordinary”. I first thought of “Star Capture” but then I realised, this did not really fit with the image of the “disk with star spikes”. And so I thought about it more and finally came up with the name “Starling Disk” which I had thought to be different, unique and beyond ordinary; a play on words if you like. Now that I had the Brand name and IFO (itself); the disk, I had to think about how I can play with the visual imagery of the whole concept of a family and the Starling Disk to attract consumers. And I finally did this through some sort of fantasy concept that I had outlined first in notes and then in drawings. I thought about how a boy would react to seeing a “super” flying star disk object sweeping against the clear, blue sky (as pointed out above) and from a boy’s point of view, I knew they would be in awe, excited and maybe intrigued. And from there, the rest of the ideas for the television ad came to me.
Marketing “The Starling Disk” was not just about marketing the product itself but rather the association and visual imagery that came with it which also brought along the “identity” of the Starling Disk. And I wanted the association to be a “fantasy” in the end. I was keen in the target market to be immersed in a world of the “The Starling Disk” and I wanted that to influence young boys in terms of driving their excitement and rush of life; only something creative and beyond imagination could achieve this.
But not only the young boys, I wanted the adults to also get enthralled in the whole concept of “The Starling Disk”. Adults being adults; we sometimes forget what living actually means. Besides working from 9- 5, we almost forget to have fun too and be a child once more. And I thought the whole fantasy concept of this disk would enable adults to be absorbed in their own world and get their creative side out in the open. Hence why the tag- line of the Brand is “Catch that Disk”. I want “The Starling Disk” to be associated with fantasy, happiness, fun, living and excitement, from which both the boys and adults can be enthralled in.
In order to achieve the best possible result of the Brand getting more across to the Target Market (s) alongside with the rest of the marketing campaign as explained below, the advertisement will be shown both online and offline. The online strategy being that it would be shown on YouTube, Facebook Page of the Brand, Pop Up sequence of the ad appearing; the family seen “catching the disk” and the Brand’s website. And the offline strategy being that, it will be shown on all major and digital channels such as ITV, CITV, Channel 4, Channel 5, Disney Channel and Nickolodeon. When? The 1 to 2 minute advert will be shown during the mornings, later afternoons and early evenings at times when a typical family are together.
These offline showings will occur during the weekdays and weekends, 3 times a week. Why? We want the advertisement to reach the core base audience so that a brand relationship can start to develop and furthermore, we want the core base audience to also remember the advertisement more effectively. And so we are not going to show the advert too much to the point where they get fed up but at the same time, we want the ad shown a number of times that the audience will be able to have a recall of the Brand later on when comfronted with the Product or Brand.
The Concept Idea For a Interactive Billbord presentation
In terms of the Interactive billboard, I wanted the whole idea of the fantasy concept to spill out in the “real world” of busy every- day people. Billboards all over the Capital enticing people to “catch that disk” filled my imagination. A way for the Brand to interact with the public “on the go”. Doing this would allow me to be able to talk to consumers and leave them to relax and have fun in between the rushing, waiting and stress etc. I wanted the Interactive Billboard to follow on from the ads and bring the “colour” and life of the advertisements hence why I had the Billboard filled with an Orange Background first before the “The Starling Disk” spin across the screen with a “Ready, Set, Go” appearing afterwards; mimicking the advertisements of “Catching that Disk”. The whole point of the Billboard Presentation was not to get people to take part to “win prizes”, but for the Billboard Presentation itself to act as a vehicle to encourage people to let go of their worries and “fly away” as portrayed by the family on the TV advert and Poster. Live, have fun, be happy! Is what I want people to do.
Ideas For A Social Media Interaction with the Audience
For the last piece of Marketing for Social Media Interaction, I thought out an idea that is basic but also allows the audience to be part of the world of “The Starling Disk”. On the main Facebook page, we could produce and put together a video of our “staring family” in our advertising campaign; the topic, simple: to get the family to talk about why they decided to be part of the campaign, why is it so different to other campaigns or advertising for products in the IFO category. This can also include a “behind the scenes” footage of how the television advertisement was made. This special video all but aims to just again, absorb the audience into the world of “The Starling Disk” and allow them to be part of the “process” of how the campaign was put together. This would enable “The Starling Disk” to be imprinted on the minds of the audience. On the side of this main video, we can also have a option for a “activity” where a video is produced covering the TV advert and featuring Marketing Directors; advertising the opportunity aimed at the audience to produce their own videos or something creative if the whole campaign has inspired them to “step out” and do something fun!
All in all, the purpose of this campaign was not only to sell “The Starling Disk” so that profits are raised but it was to immerse the target audience in a world not presented before in the IFO category. With lots of water sprinkled, orange glowing, blue skies, flying and chasing; this was sure to bring up a lot of emotions, happiness, joy, freedom, excitement etc from the fantasy of what is “The Starling Disk”. And this is what I wanted to invoke in the target market so that they begin to associate anything positive and free to “The Starling Disk” and the unique world created around it.
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