Week 2

the big idea

media strategy & ideation (6 hr class)

Presentations - Campaign Case Study

Please upload a copy of your presentations to our G-drive here: https://drive.google.com/drive/folders/1SkCOuL6c-k9X15fYlZY-UN40QXznTIhk?usp=share_link

Step 1: Personas; any finetuning needed?

Step 2: Touchpoints

Mapping the touchpoints: Introducing the user or customer journey map
(part of the Design Thinking process)

More on User Journey Mapping for your reading...

7 Ways to Analyze a Customer-Journey MapEvaluate your journey map to identify low and high points, failures to set expectations, unnecessary or too long steps, channel transitions, and moments of truth. Use this information to find opportunities for improving the journey.

User journey mapA user journey map (also known as a customer journey map) is a diagram that visually illustrates the user flow through your site.

Some examples of creative media placements in the ambient, or OOH advertising (out-of-home).

Step 3: Back to your big idea

What is ideation?

Ideation Sketch grids.pdf

Activity 1: 20mins

Create scamps using a series of prompts and filters.

You will be provided with 2 images in class.
In 5 mins, draw as many sketches (scamps), combining these two items. Then move unto the next set of images and repeat for another 5mins.
Consider your elements and principles of design.
Apply the following scamping techniques to your process.

Now let's apply this to our campaign with the use of Creative Visual Ideation Techniques

Repetition and accumulation
Exaggeration
Human truths
Comparative juxtaposition
Omission and suggestion
Take it literally
Provocation and shock tactics
Playing with time
Double meanings
Telling stories

Activity 2: Ideation Grids

Let's brainstorm!
Using the ideation grids, generate ONE idea per box that will address the single-minded proposition of your brand brief.
Prompts will be selected from the list of techniques above by your lecturer.
You have 10mins to fill up one A3 page for each prompt.
Upload your scamps unto your Learning Journals.

Pin them up, let's take a break!

When we return we will narrow down 2-3 ideas for each prompt and share with the class

Friday - 3 hour class

Iterating your ideas

Spend some time iterating and discussing your ideas with your lecturer today
You should be aiming to narrow down to ONE BIG IDEA and its touchpoint ideas soon
This will allow you to have time to create some sketches for your campaign pitches next Monday

step 4. WRITING A MEDIA PLAN

A media plan is usually given to a designer so you are aware of the media planning for the campaign you are creating. This is usually a complex document made up of the many media platforms that is purchased for your campaign, and includes the media specs and deadlines for your artwork to be submitted.

While designers are not required to come up with one, it is good to know how to read one. And what better way than to create a simple version of it?

Intro to Media Planning.pptx

Activity 3:

Make a copy of this template, save it unto your class Google Drives and start to customise the media plan for your campaign.

Add your media plan to our shared Google Drive.

Using the remaining time in class, aim to have this thought out and drafted as we will be progressing to the creative advertising for these media spaces in our next class this week.

MEDIA PLAN template

CAMPAIGN PITCH

Please include the following information in your pitch. Design your pitch slides, PRESENTATION is everything.

What is the challenge or the main goal?
Who is your audience?
What is the insight?
Solution: What is the BIG idea? (say it in 10 words or less)
Describe the idea and the creative mechanism for how it would work (say it within 140 characters) - pictures/moodboards.
Why can your product do this?
How will it come to life? (Media plan - Transmedia Storytelling x5 touchpoints)
Scamps and references to 'sell' your idea
Describe your plan for how you will create the imagery.

Stand out from the croud!

Customise your slide decks to make an impression. Below are some free online resources for custom templates. Look for a theme that matches your chosen topic/campaign. Further customising your template with self made elements or imagery will allow you to own your presentation.

slidesgo.com/

SlidesCarnival: Best Free PPT Templates and Google Slides ThemesThe best Powerpoint PPT templates and Google Slides themes for your presentations. 100% free for any use, customizable and feature-rich.

30+ Jaw-Dropping Guerrilla Marketing ExamplesWhen the classic strategies aren’t delivering, you send in the guerrillas. Check out these 30 guerrilla marketing examples that turn the tide and defeat the enemy, plus the pros and cons of guerrilla marketing.

33+ Cool and Creative Ambient AdsAmbient advertising uses our natural surroundings to market products in unique ways. This creative advertising catches our attention in places that we’d least expect it.

Presenting your ideas next week

Homework: research & ideation

Record the 3 activities on your journal
Desktop research that's been done on your brand & continuing ideation for your BIG IDEA
Pitch presentation for Week 3

Page updated

Report abuse