Work.Shop.Play – Meanwhile in the land of the living
Question Develop an idea for an introduction campaign for a consumer brand of a B to B brand. The consumer brand Work.Shop.Play doesn't offer a real product or service. Year: 2014 – Role: Art Direction
About Exterion
Exterion Media is marketleader in outdoor advertising (OOH) and is the market leader in interactive outdoor advertising. EM specializes in reaching valuable target groups for advertisers. Previously, EM operated under CBS Outdoor.
The target and the audience we want to reach
The target is that within 3 months we'll be having 1500 panellists. This number needs to grow to 5000+ in the following 8 months. The panellists we would like to reach are between 18 and 50. We're interested in what people think in urban environments, but also in the country side.
Research topics
The research topics are daily and understandable topics WSP would like to discuss. Think of Consumer trust – Fashion – Fastfood – Festivals – Finance – Food – Holidays – Mobility – Telecom, just a few to mention.
Main Challenge
It was mainly difficult to set up a consumer brand as a B to B brand. There is no database with information on the end users, plus they haven't got any owned content to use. And also let's face the fact that an end user hasn't any reference to a brand as Exterion Media or a platform as Work Shop Play.
Creative Concept – Meanwhile in the land of the living
The land where people walk, breathe and enjoy their lives how they want. Sometimes they make choices in an odd way. That doesn't make them less good or bad. It is their way in doing the things they do and that is what we'll be communicating. A mash up of own opinions. What we'll be doing is combining random statements with each other into one sentence. For example; "I love to shop online and hate men with beards in campaigns" or "I eat organic meat and don't have any holls planned yet" These sentences will trigger people because they don't make any sense. But aren't incorrect on their own.
Within the Art Direction we want to pick out one of the two statements of a sentence and create a campaign around this statement.
– I love to shop online and hate men with beards in campaigns
– I eat organic meat and don't have any holls planned yet
Different Variation on the billboard combinations.
Online environment with the questions for the panellists
Various categories – Iconography
Project Tags
Companies
Exterion Media
- Advertising