PROJECT OVERVIEW
THE FLY is a new brand of DRONES for recreational use in action/extreme sports, which in a way link technology to outdoor activities, aimed to athletes, sport coaches, amateur or professional sportspeople.
The market for drones is expanding, drones are becoming more and more popular and accessible to the public and there are new ways to use this technology in everyday life.
These drones would have a built in camera for filming, a gps system accessible from any smartphone, with an app-remote control, and an auto-follow feature which means they would film the users from above and record their performance, which can later be reviewed for improvement or simply shared with friends and family.
The advertisement campaign will focus on promoting the product around the city.
RESEARCH
- What is a DRONE?
A drone is an unmanned aerial vehicle (UAV) used in military missions that are too dangerous for humans.
In the civil, recreational and commercial sense, drones are used in: agriculture, aerial photography, data collection, filming, scientific research, journalism, conservation, monitoring, archeology, surveillance.
- The largest markets for drones are USA, India and the UK.
- Current leading brands are: DJI, Parrot, 3D Robotics.
- Price range for recreational drones: £35-£ 8000 .
- Target audience: high-middle class. Teenagers-adults: 14-55 years old.
- Competition: there aren’t many brands of drones specifically build for action sports. Existing brands are Airdog, Hexo and Drnes.
THE BRAND
- BRAND NAME: since drones are inspired by flying insects and birds, I chose to name the brand “THE FLY” as it is a small flying object that “follows” the user. (Other brands are already called “hawk”, “parrot”, “condor”..)
- BRAND LOGO: I decided to pull away from the common logos containing silhouettes and illustrations of actual drones, and focus only only the brand name instead.
I chose a font that is “manly” and “robotic”, with straight lines and sharp angles, but that also reminds of popular surfing and skateboarding brands (e.g. Fallen, Volcom..) and would attract the same kind of customers.
I have included a detail of fly wings in the logo, and an illustration of a camera lens in the word “drones” to suggest that they are made for filming.
I kept the logo in black and white, readable and printable in different sizes.
-BUSINESS CARD: it includes the logo, contact details of sales exective, and I used a detail of the fly wings at the back of the card and in the stationery.
THE PRODUCT
Drones can be purchased online at www.theflydrones.com.
The WEBSITE includes range of products, technical support, faqs, contact details.
It would be an e-commerce website, used mainly for online sales.
I used an image of an existing drone downloaded from the internet as an example to show the product (same image used in packaging), a link to a video to show the drones in action, and social media links.
THE APP
The APP is what connects the users to the drones. It can be downloaded from the website after purchasing a drone and it is used to record the video of the performance, to share it, to set up the various sport modes, to keep track of the drone’s speed, altitude and distance.
THE SOCIAL MEDIA STRATEGY
In order to promote the brand and the products through social media, THE FLY Facebook page links to the website and the Instagram account.
The Instagram photography contest ingages the public to follow the brand, to share it socially, to tag their own photos in a competition to win one of the drones.
THE MARKETING CAMPAIGN
I designed an advertising campaign made of different pieces that work well on their own but also as a whole, in the form of posters, billboards and screen ads.
I have used picturesof four popular action sports: skiing, skateboarding, mountain cycling, surfing.
These four sports relate to different seasons, different parts of the world, therefore they can appeal to people from different backgrounds.
The photos are eye-catching, the big logo placed on top of them draws attention to the brand name and makes it memorable.
I aim to show the drones “in action” so the actual product is just a silhouette in the sky. The focus is what they are used for and the advert is just a teaser, while the product details can be found on the website.
Inside the tube there are ads in the form of screens on the side of escalators, in the corridors, posters above the trains seats..and this campaign works well on different formats.
The same goes for bus stops, in the city but also at airports, where people feel tempted to buy the product for their holidays.
I used a different image and layout on the side of buses and bigger billboards.
CONCLUSION/RESULTS
The brand identity is consistent throughout the project, the marketing campaign is versatile and effective in promoting the brand and attracting the target audience.