NMK it. (Name me so you know it)
What follows is a case study on the brand NMK it (Name Me so you Know it).
Problem The world is as big a place as you make it. Take Tom as an example. He is a regular person just like many of us out here. Every spare time he has he either offers his attention span to his smartphone or to his sofa. Six months, one year, ten years from this day brain cells will be clogging up their synaptic flow, joints rusted by dysfunctional muscles and a life experience limited to a 5.5 inch screen. We have two big drastic problems facing us today of which we live by: 1) Products do not incite physicality 2) Electronic devices create unsocial dependence
Solution For these menacing problems there can only be one bold solution: NMK it. We want our users to go outside and communicate with a world that can be as huge as the users themselves, sharing interpersonal experiences and expanding a once in a life time sensation, to be alive. NMK it. is something special, meaningful and trustworthy as much as warm, and into this pot of mixed ingredients, an exciting commotion of social belonging is brought up.
Product Strategy NMK it. functions through an electronic app materially expressed by an airborne object. The app cuts off bulk features that characterize the unsocial nature of the majority of apps. It consists in a self- signaling app organizing different people with different interests into different communities represented by different colours. After you have listed onto a particular colour, NMK it., through its GPS system, allows its users to locate the community one wants to participate in, as well as self-signaling yourself on the map for others to spot. For example, if you are a tourist in London and your purpose is to talk in English to get to know this language to a bigger extent you just need to list yourself onto the app under the colour yellow and search for yellow communities. Its multiuse is incredible as you can signal yourself on the map as a yellow spot for anyone else to tag along with you. Once you meet you speak English. The electronic device has done its linking job and now allows the rawness of human connection to take its place. There is absolutely NO chatting via the app, a simple but outstanding way to incite users to dismiss electronic devices and go straight to where the colour dots are flashing on the map. NMK it., has trimmed in an exquisitely manner all main vices of the use of an electronic device solely leaving features that maximize social connection on a face to face basis.
Branding Strategy One can only access the app once the airborne object is acquired. This is a very important point not to overlook as this is the NMK it.´s IFO. This object represents: 1) Physicality – although the first contact is made through the app, it is the human presence which justifies everything. The airborne object is a perfect way to signal ourselves when on the spot; or a way to signal when not through the app; and as much as that, it serves as a symbolic treat creating a more intimate affinity between the user and the brand, unfolding the app into a material object becoming more palpable for the customer. Finally, it serves the two of the three pieces of advertising as detailed further below.
Public-Target – ranging from ages between 20 to 45, NMK it. aims at the group of people who depend on their phones too much but have an utter desire to break their routine and become physical, more active. These are people who want to share and experience new things as well as share the ones they already have experienced and getting immediate reactions, only possible in a face to face contact. This is what our public target wants. We predict NMK it. will mold other target-public to become incorporated in the one we aim at as a consequence of the awareness originated by the brand on opening a more human, less artificial world.
PIECES OF ADVERTISEMENTS The following displays one by one the pieces of advertising for NMK it.:
Teasing Campaign Piece: We want to spread the word through curiosity. Who are we? People will want to know what and who is behind the billboards. What billboards are we talking about? Curious to what is to come? Jump onto the example of the teasing campaign we have here attached.
Value: In the example shown we expose and question the overrun of true human emotions by artificial human emotions created by the excessive use of media in an enigmatic surprisingly way.
Why does it matter – This teaser campaign tells our customers there is a brand on its way, a new mentality. More than that, that only the people can make this happen by being real and present.
Launching Event The day the product is launched, and as it is said, the first impression is the one that lasts. So why not make it epic? It is a mega event at Hyde-park, providing IFO’S to all participants (at a specific cost). People will gather within a specific perimeter in the park for the event. The same way singers ask their audience to light and raise their lighters, NMK it. launching event does the same, asking every person to raise their IFO and launch them into the sky resulting in a spectacular view of hundreds or thousands of airborne fans hovering over.
Value: Headline piece. It marks the birth of the brand
Why does it matter: Signals how people are ready to identify themselves for the sake of others, straight away creating a community and allowing network to be developed right from day one. Participants will feel a deep connection with the brand as they take part in its birth in a very familiar, exciting and warm way.
Storytelling There is something remarkable about storytelling because it has been the way humans have been communicating their own thoughts, ideas and experiences since the beginning of Man´s time. It gets you in and involved and it spars your curiosity setting out new limits and perspectives. This second piece of advertising takes in this concept and goes down the storytelling route in a furiously spectacular way. Its originality lies on how it is told. It is an immersive and participative way of advertising our brand. It’s called NMK it. story walls. Following the above piece of advertising people are allowed to spread their own NMK it. stories along the streets of London by expressing how the brand has inspired them to connect with people. How to do this? We want to reserve street walls, called NMK it. story walls, where people will tell stories in whichever way they feel best to express, using stencil art, paint and more. It is a street marketing idea helped out by local artists making people interact and express themselves.
Value: Entices imagination, conjures physicality.
Why does it matter – Breaks people's routines providing entertainment in a valuable and free way, one that is for everybody to be able to fly away mentally and physically be able to go hands-on.
Website video presentation.
Piece: This is a video presentation you will find in the brand´s website: A dark room of an abandoned building. A bunch a people stands still in the middle. They are wearing cloths over susceptible parts, a very primitive and free way of dressing. Yellow weak lights illuminate the place. Suddenly they pick up NMK it. fans, turn them on and the airborne object starts hovering in the room. At exactly that same moment music blasts and the performers start dancing, choreography inspired in the movement of the fan, the dance is intense and electrifying. Paint is used to symbolize the colours of NMK it.´s communities. The dance comes to an end as the performers unite bodies and consequently communities as well. An image of NMK it.´s logo appears. THE END.
Value: Human rawness
Why does it matter: NMK it. finds videos extremely powerful as they present awesome imagery and poke feverish reactions. This piece in particular conjures up what it is like to be a human and the inherent rawness of our nature. Our emotions, our feelings, our desires and dreams are nothing but raw and present and exist solely because we as human beings express it and share it. In our view it is something which goes beyond the physical but it can never become real if it does not use human physicality to bridge through into visible existence. It matters because it represents how we need to get our hands dirty (in a good way) to change the world for better, revealing that the electricity of a relationship is in the person and not in the device. It is also important to show our customers they are not alone in wanting to do so.
Charity The money raised from the selling of the airborne object reverts to charity.
Value: Solidarity
Why does it matter: Because it does.
26/09/2016
Pedro Montenegro
Big Bang Applicant
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Daniel Marks - Creative Headhunters
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