In preparing for the project, we had countless group meetings, research briefs and brain-storming sessions, as well as useful guest speakers to open our eyes to the possibilities of creating a great campaign for a product we came up with. Three weeks after we handed in our brief we had an intensive concept generation session with 5 creative directors. Three of them were from Smart and they were all very helpful from different perspectives.
They shared experiences about everything, but they all stressed on the method of presentation. How well we can express our ideas and sell our product. But our focus at the time was to come up with the product first.
Our product was a bike sharing system and slightly controversial due to the helmet laws and geographical limitations in Sydney (that being very hilly). After sorting that out (well the helmet issue kind of sorted itself out and we decided to use the Audi concept bike designed by Arish Karimi to combat the hills of Sydney.) we had to decide the art directions of the campaign, the budget and sponsorship allocations, and finally what advertising mediums to use. Our final poster (print is a mandatory medium for this project) is in line with current fashion trends as you can see below, and we placed a heavy emphasis on social media because our single minded proposition is ‘Share your ride”.
|Our final campaign poster|
|Our postcard/coaster/sticker concept|
Successful campaigns are usually the memorable ones such as those I have mentioned in my previous blog posts. And I think our project is far from being comparable with those, but it was an extremely memorable experience for us and a great piece of work to put in our portfolio.
|We’re letting people try the service for $1 to generate buzz and increase awareness|