Project made for the Big Bang Competition
Swish! Case study
Frisbee nowadays has become a niche sport activity, although the name is still very popular. Most people use it as identification of flying discs or even the sport itself. Although, according to my research, Frisbee is actually a registered trade mark. That makes Frisbee the only brand on the market producing decent flying discs, despite neglecting the sport itself there is another brand that would like to thrive in this part of the market.
“Swish!” is a brand that produces flying discs. The name comes from the onomatopoeia. One of Swish!’s aims is to bring back the popularity of flying discs, just like in the 1940s when Frisbee was introduced to the public. But the main statement behind the brand is to give people an idea for a fun game that almost everyone can interact with, as well as promoting outdoor activity and time for friend and family interaction
Bus stop poster The bus stop poster becomes more of a transparent sticker that would be placed on different bus stops, evolving to become an interactive advert. Later on the brand could occupy the space on the bus itself.
Sequence posters Sequence posters would be placed for example on the underground. There would be a pattern regarding the sequence, where the middle poster would always be the “surprise”. These posters could later on be digitalised to fit in digital advertising space
Packaging As mentioned before “Swish!” aims for a wide target audience. The packaging would present different people through the hands that are holding the frisbee. In the future the brand would introduce different packaging each season, so the packaging itself could almost became a collective. For example during winter time the hands could be wearing coats and gloves.
To fulfil the idea of the brand being promoted to a wider audience, people presented on in the campaign would be different; from young to old, male, female, race etc.
The company would work with world flying disc organisation to create and promote events.
“Swish!” wants to target as many people as possible, that is why it is important to define different audiences and find a way to address them. That could be achieved through guerrilla advertising, or hiring small advert spaces in different areas. For example at a public playground, “Swish!” would target parents and advertise the opportunity for family time with their children.
Whereas, in a park, there could be an advertisement reading for example “what a great place to swish!” or there could be some information for the exercise keen on how many calories you could burn while exercising with “Swish!”
Moreover, with elevators in offices, there could be stickers on the outside and inside of the elevator - similar to that of the bus stop pitch. The person throwing would be on the outside of each elevator door in the building, and a person catching could be inside. There could even just be a silhouette of a person catching outside, and the person riding the elevator could reflect themselves in the mirror with just a short question above reading “Join the game?”
For this to work there would already have to be a social awareness of “Swish!”, that is why guerrilla advertising should be introduced in a later stage of the campaign.
“Swish!” would also introduce “Who already joined us?”. The first part of this would be a series of short clips where different celebrities would be presented while playing “Swish!”. These would be shared through the website and social media pages. The second part of this would be “Swish!” asking its audience to record themselves in the most creative way while playing it. These would then be collated in an advertisement which would be released on social media and digital ad banners in public spaces.
“Swish!” App would be an ideal piece of software to find people around playing. It would have three important components:
- Radar to find people near playing “Swish!”
- An option to add friends, so the user could always send them information that they’re going to play “Swish!”.
- Inform the user about upcoming local events.
Social media would create a great platform for people to share their experience about playing “Swish!” . Also like the app, it could function as a base of communication between people that would like to play.
All the parts of the campaign would be connected by including the website address. This would become a base of promoting the brand as there would be information about events and “Swish!” news updates. There would be an online shop and a section where the user would find tips and tutorials on how to play or do tricks with “Swish!”.
The key point of the campaign is interactivity. It is important that the audience notice and share some sort of reaction while seeing any of the adverts. So that unconsciously they join the game even without buying the product.