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imrxns-blog · 8 years ago

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Naiise Interim

What did the client say about your presentation today? What need to be improved for the final presentation?

The client was surprisingly delighted with our idea of the pushcart and the guerilla marketing. They said that it was a great way to connect potential consumers to the Naiise brand and to promote the products sold by Naiise. However, the lecturers did have a good point in saying that we are not doing a proper integrated campaign as we were missing the social media elements as well as a good OOH for the brand.

Therefore, there are some areas which we need to improve on by the next presentation :

- we would need to solidify our idea, make sure there are no flaws

- ensure we come up with an integrated campaign (have social media platforms as well as OOH)

- finalise the visuals and art direction. Make sure it is align with Naiise’s idealogy and direction as well

With that, lets hope we can do a good job in the final lap!

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imrxns-blog · 8 years ago

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Naiise & MINT Trip!

So today was a day I got out of my comfort zone and went out to interview random strangers with my group. Furthermore, this was a really great oppurtunity to get to know and be comfortable with my new group as well. To be honest, we were still not really geling together at this point. After conducting the interviews, we were required to go NAIISE and the MINT MUSEUM for a short trip to learn about the client.

So we took the morning to conduct our interviews. We loitered around the Raffles City area as well as the Esplanade in the hopes of catching people to interview. Sadly, most of them were rushing to work and had no time to be caught up even for a question or two. However, we manage to get a couple of people (mostly angmoh tourists) to answer our questionaires. They were very nice and quite enthusiastic in answering our question with full honesty. Sadly, all of them did not liked the idea of them being in our video, so we had no footages for a potential case film in the future. The information gathered was pivotal to our campaign proposal as we know how the current market has an understanding of the Naiise brand – which is that its almost unknown, even to locals. This proved to be a hurdle as we would need to consider incorporating GSS as well as raising the brand awareness of Naiise.

Vintage Daleks!!! In the afternoon, we went to MINT Museum of Toys!! I went there in 2009 when I was Primary 5, so it was quite nice to go back there again 8 years later for free (heh). Not much have changed since that year, which says a lot about MINT. Their layout has barely changed with the exception of the basement café. The toys are still the same ones displayed and are still within the same shelf arrangement. That was why when I went there again, I became bored quite fast because I still remembered everything that was there. This was what I feel is the weakness of MINT. They need change. And I relayed this information to my MINT classmates so that they would know a change in look can definitely bring more awareness to the museum.

Afterwards, we went to the Naiise store at The Cathay, the biggest one to date. We observed our surroundings, seeing how people came and looked around the store, how they interact with the products and such. This will determine on how our consumers are reacting to Naiise brand and this will help us in the future. Furthermore, we got to know about the Naiise more especially on what products they have to offer as well as what they really needed in their future GSS campaign that we were supposed to work on.

This day was very useful and allowed us to gather useful insights in coming up with our campaign. Now let’s hope my group can execute it well!

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imrxns-blog · 8 years ago

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inFrequent Flyers Club

26 November 2016

What is the insight behind this campaign?

Frequent Flyers (those who frequently book flights) are always treated specially and enjoy special perks. On the other hand, infrequent flyers are never given any form of treatment and are generally ignored by airlines.

Research online and elaborate on what is the objective and campaign strategy behind this video trying to achieve for the people in Australia?

They wanted to attract more consumers and increase sales of their flights using comical means such as mocking the existing Frequent Flyers club done by many airline companies. Their strategy would have achieved their three key objectives. Firstly, they wanted to make people who are flying Tigerair to not be ashamed of taking a budget carrier. Secondly, they wanted to reset customer expectations about what to expect when they did fly with Tigerair. They also be positioning the big 3 airlines as offering false value. They also in a way made people feel special through a comical and humorous way. This led to an increase in sales due to the attention generated.

Do you think this is a successful campaign?If the answer is Yes/No, support your answers with relevant understanding of what makes a good successful campaign.

Definitelyy. People who are always ignored will actually be ‘recognised’ through this campaign. Furthermore, through comical means, it definitely brings a light and cheerful tone towards the infrequent flyers.

A good campaign tackles the problem and the insight and the end goal is to raise awareness of the brand through a funny method and non conventional.

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imrxns-blog · 9 years ago

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O&M Visit

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imrxns-blog · 9 years ago

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BCS Semester 2

20 October 2016

cr Naiise Facebook Page

What must I find out with my team in order to do a good research about the live client?

List down THREE important considerations that will help the team to ace CA3 well.

So today finally arrived, the day we got our groups. Until now, I’m still neutral about my group (or don’t really know how I should react). I’ll tackle this project with my new group with an open mind! We were assigned to Naiise where we have to come up with an advertising campaign for their GSS Campaign in 2017 next year. They are looking for a minimalistic theme although they did allow us to be flexible with our designs (and even go beyond the usual theme/works Naiise are used to doing).

We as a team must research and understand about our client. We must know their needs and also their prohibition in their upcoming campaign. Essential questions such as the art direction and the body copy in ads are crucial in guiding us to a fitting advertising campaign. Thankfully, when Naiise came down to brief us, they almost answered most of our questions. They also pointed out the competitors in the market who they said were healthy competition and a necessary evil. This got me thinking, our group should find out more about the competitors and their usual advertising strategies (especially when it comes to sales). This gives us a further understanding of the current strategies and market. Additionally, it’ll help us to stand out from the rest and could probably generate enough attention to increase awareness about Naiise’s upcoming sale.

There are many key points to keep in mind when doing a campaign for a live client, but for me the three most important one in Naiise’s case is that of art direction, current advertising strategies (used by themselves and competitors) and the media platform they are planning to make full use of. The art directio should be consistent throughout all media outputs, this creates a consistent aesthetic feel and won’t be deemed as messy or unorganised. Secondly, by studying the advertising strategies Naiise are currently employing, we would know what to avoid and to expect of a completely brand new advertising ad. They specifically say that they are avoiding OOH due to poor responses and limitation in budget. Therefore, they are capitalising on the fact that they have 30k followers on Facebook and Instagram. This is actually a good way to both save money and yet reach their fan base.

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imrxns-blog · 9 years ago

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End of Sem 1 BCS!!

25 August 2016

Throughout Semester 1 since 21 April 2016, elaborate and share THREE crucial learning outcomes acquired from Module BCS that are vital to your knowledge gained as a young designer.

Explain why do they matter much to you as an aspiring designer.

- Vital communication skills At the start of every new project, we will be introduced to new teams. This would mean that most of us will be working with unknown faces which is common in the industry. In the beginning, all of us will be awkward and unfamiliar with each other. This is where we must break the ice and slowly be comfortable with each other, especially if there’s a tight dateline. Communication here is important, each member must voice out opinions and thoughts to ensure the project can run smoothly.

As we go along (around midway through the product and nearing datelines), there are bound to be miscommunication and misunderstandings. Some members might want a change in the art direction or add things into the final poster. This is where members must sit together and voice out their opinions or ideas they want to implement. This is to ensure that each member is agreeable and willing to proposed changes. This will prevent any form of negative tension between groupmates.

- Time management We were given limited time to analyse the brief that was given. We then had to brainstorm on possible ideas for the product that we chose through sketching and scampering. This was a crucial moment as the idea has to be finalised before we could consult our lecturers. After we have been given the green light for our proposed idea, we can then carry out our shoot (which was at the aquarium). This is where we had to find a day we could go out to buy the tickets and shoot the animals. Additionally, we also had to make time for our OOH which was initially at Clarke Quay then the Wavehouse at Sentosa.

We had to also factor in the printing time for all four A2 posters which would definitely take at least a day to do. Furthermore, the CPJ had to be finalised (with all our sketches compiled into one place). All of these took time and therefore time management was very important.

- Establishing art direction through sketches All great advertisements start through sketches. They are the fundamentals of design and should be followed at the start of any project. They help one to visualise their idea and act as the stepping stone of the project. Without it, the art direction might get lost halfway through the project and everything will go awry. To me, the sketching process helps me to easily refine my ideas without suffering any losses such as to reprint or lose too much time.

To end of the first semester of BCS has been really great so far. Special thanks to my leader Zi Ling and a great teammate, Juan Siong in making this CA2 an enjoyable and bearable ones. From going to SEA Aquarium to eating makisan for the first time, this project has been great and I feel that we did a great job. Thanks once again!

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imrxns-blog · 9 years ago

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Other Products

5 August 2016

Kirby Naama Dolls

• Effectiveness:

The USP isn’t so unique as there are many dolls out there that hold sentimental value to people, which could mean a lot to someone. Therefore, the dolls may not be so effective in attracting users, as many would be attached to their old dolls. The dolls’ appearance and its representation of positive emotions are very suitable to their TAPP (people who are experiencing depression or social anxiety). The product is great in theory but the team would have to consider on how they can convince the target audience on how they can persuade people to move on and get their dolls instead.

• Art Direction & Presentation:

There is too much that is going on in the proposed advertisement. This will take away focus from the product itself, and distract people. It will be confusing for potential consumers when they are looking at the ad. Additionally, the visual elements within the ad are conflicting and might end up giving different impressions. The presentation style during the interim was good. All three speakers were clear and knew what they were talking about. Although there were some awkward pauses and murmurs within the group, they delivered confidently and their message was clear.

Shafiee DTWELVE Lamps

• Effectiveness:

There are many lamps that are unique shaped in the current market. Despite that the fact that the lamp is made out of different materials allows a wider price range for people. This allows a wider spread of audience. The module feature is good in saving space and its good how the lamps can be rearranged to where the users want it to be (point it at a certain spot etc.) The lamp may be a good aesthetic show off to friends but there is no point if it’s a common household product. However, it is still a good addition to any home.

• Art Direction & Presentation:

There are good metaphors used. It was a brilliant idea to use glowing animals to represent unique lamps and use it to bring light into the users life. Color scheme will be very important so that not too much things will be going on. If there is no contrast between the chaotic background and the featured ‘product’, the viewers will get confused. The leader was confident although didn’t have much content. The other groupmates knew what they were presenting.

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imrxns-blog · 9 years ago

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Post Interim Presentation

5 August 2016

During the interim, I felt extra nervous (as compared to the previous CA1 which was ironic since I was the leader then). Thankfully, my voice did not give way and I managed to deliver my part of the presentation.

After the first few weeks of breaking the ice with my new groupmates and brainstorming on how to market our rather inriguing product which some might consider it taboo to speak of. Anyway, my team had presented the very first initial idea where later on after feedback gathered from the lecturers, we decided to change it. This is especially since we needed to come up with posters that are feasible to do since our Photoshop skills were very limited. We then set for a minimalistic outlook for all three posters.

The pass few weeks has been very enjoyable and an eye opener for me. I learnt to get out of my comfort zone and also learn to be more professional about marketing products. Many might giggle or joke about condoms but in all seriousness, it is an actual life saver. With a serious mindset, I managed to concentrate my efforts on solving the problems of our TAPP which is the possibility of sexually transmitted diseases during sexual intercourse with their partners. The STD rate is increasing and therefore, the LELO HEX condom is here to help. Hence, we must be professional and dedicated in advertising our product for the greater good.

#LELOHEXIsLife

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imrxns-blog · 9 years ago

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life lessons

#3 - RESPECT OTHERS!

There may be gloomy times when we feel like we are not being appreciated for our works or maybe for what we have done. People will tend to shout at us if our works are not up to their standard and we will feel useless afterwards. However, as designers, we are trained to solve problems, to find a solution. Criticizing or shouting at others doesn’t make one a better designer that the other. The proves that he/she is ignorant and thinks that his/her works are always the best. That is disgusting!

Why not try this cool method called, “talk nicely”? I am sure there are other ways to communicate LOL.

There are some people who are quite annoying sometimes and you just feel like gouging their eyeballs out with a shovel but no! We don’t.

We went through a lot of submissions and CRITS and most of us have felt the pressure before. Being a part of my coursemates’ creative process actually inspired me to do better as I can see the different variations of the same concept, and at the same time, my works can inspire them too, hopefully! So, it is a win-win situation for everybody. Remember kids, we are all the same. Let’s respect each other works and motivate/inspire others to do better for the future CAs to come! HOOYA!!

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imrxns-blog · 9 years ago

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SCAMP WAR

28 July 2016

“Share your experience at the “SCAMP WAR” – HOW did you enjoy it?

The scamp war has taught me to ideate and write down my thought process in a short time. Any possible idea that comes to mind is immediately jotted down without much attention to detail. I feel this is a great way to shortlist possible ideas and to narow down to the ones you really like. Besides, one can always edit their sketch if they are not too happy with it.

Express the importance of allowing someone to catch your concept quickly through looking at your sketches/scamps?

If someone is able to understand the concept or even the message behind our advert though simple sketches, we would know that our idea is solid and impactful. When the viewer (or intended audience) understands the concept through sketches or scamps, we will know that at the back of our minds that our finalised outcome (the full advert) will be successful and that it’ll be memorable for viewers of the ad.

However, we would also have to take note that the concept might be too simple and and is not creative or innovative enough. Also, sketches allow us to compare with existing advertisements where we are able to discern the possible similarities between competitors and our adverts. This level of comparison will allow us to tweak the ad as we are still at the early stages of sketching. Furthermore, the refinement of our idea will allow us to be unique and increase the interests of passer bys and targeted audience.

Lastly, when a person catches our concept quickly through sketches, they are able to give immediate feedback on our adverts. This will save both time and money as we are still in the early processes. Furthermore, we can implement this changes quickly and alter our sketches from the feedback gathered by viewers of the sketches.

What are the possible pitfalls if a design project was done without this process of providing scamps or sketches? ”

The idea could fail terribly. If one immediately starts on their advertisement without any rough sketches, it will be hard to turn back if they wanted to edit or make changes to the advert. Sketches are meant to be the foundation for your ideas. Through sketching, one can establish their final idea easily. Any needed changes or modifications can be easily made to the sketches which results in a better outcome for the advert.

Without sketching out one’s ideas, they would not have a visual representation or rough look on what their final outcome would be. This can be dangerous in the later stages where it is possible for the designer to lose track of their initial art direction and may get lost as they design the advert. This is especially so since they do not have any visual help that they can refer to. The sketches acts as guides for the designer during the process and journey to the final outcome.

Additionally, without providing sketches, it will be hard to evaluate the feasibility of the features and hard to eliminate any problems when it’s too far into the later stages. Teammates who are part of the project may find it difficult to stick to your art direction as they have no visual guide and they may carry it out in a different art direction which results in a totally different advert.

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imrxns-blog · 9 years ago

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ART DIRECTION

21 July 2016

“What did you learn about ART DIRECTION from today’s activities – were there any challenges faced and how did the team rectify it?"

Art Direction is known as the mood or overall feelings of an art piece or assignment. It brings clarity and definition to the work; it helps convey the artists or designer’s message to their targeted audience. Art direction combines art and design to evoke a cultural and emotional reaction. Most of the time, art direction helps to define the overall colour scheme, photography or illustration that would be used for that piece of work.

Being an Art Director is no piece of cake. Besides being in charge of the project’s overall art direction, they are the leader of the team. They carry the responsibility of ensuring everything and everyone runs smoothly. Furthermore, they will have to work with the client and their needs, making sure their proposed project isn’t far from what the client had initially envisioned.

So today’s instantaneous group project is the analysis of this magazine cover. After learning about art direction, we could spot what the overall art direction was and identified the numerous mistakes made my the team behind the cover.

What details could you notice? What went wrong?

This advert was posted to celebrate the radio station’s 80th anniversary and wanted to give thanks to their supporters who have been behind them since the radio stations’ inception. There are two women who are wearing traditional batik clothes while the middle row is wearing black formal wear. The back row is seen wearing vibrant modern formal wear. They might have been going for a transition theme, showing readers how the radio has transformed from the old and traditional station to one that is trendy and modern. However, I feel that this is a poor execution as it just looks messy and all over the place.

The team identified errors such as poor typography which were covering the torsos of the models. Also, poor Photoshop skills were evident as seen from the badly edited radio which seems to be floating and the male model (second row, second from left). It’s obvious that he was photo shopped in from the lighting that is different from the others (which indicates he had been shot in a separate shoot and was poorly piece together into this one composition).

Aside to that, how did you contribute as a team member to the creative team?”

We were given the second task which was to create an advert which promotes the idea of eating alone to be fine and is socially acceptable. We were given a couple of hours to determine our art direction and carry out the photo shoot before producing the final advert all under four hours.

The team had analyzed the brief and after we had fully understand it, we brainstormed for possible ideas. We came up with a mood board that would later help us with the art direction for the adverts. We then decided to go for a ghost themed shoot (with a hint of comedy) to show that it is okay to eat alone. The ‘ghosts’ will surround the human who’s eating alone, and all of them will be staring at him and the food.

I was mainly the photographer for the shoot where I had to make sure that everything was following our art direction. The photography was simple (using an iPhone) so the shots were quickly taken. My teammates went ahead with their superb Photoshop skills and edited the photos with ease. We produced a decent enough poster within a short period of time.

After this activity, I have learned many things. Research is very important at the early stages. We must establish a good mood board that suits the given brief and theme. Knowing we will always have little time, we must prioritise our time properly. Teamwork is also important. One should maintain good relationship and communication with fellow teammates so that the work can be done quickly and will be of high quality.

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imrxns-blog · 9 years ago

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“A good advertisement is one which sells the product without drawing attention to itself.”

7 July 2016

Ahh yes, my favorite quote from the big man himself. David Ogilvy had been dubbed as the Father of Advertising. A title suitable of a man who made changes to the advertising world.

I agree with this quote as I feel that advertisements that places their product in the ad is ineffective and unattractive. Many people will just view it and move on without it having any significant effect on themselves. The best ads are the ones without the products itself. If people can react to your advertisement (emotionally, psychologically etc.) without the placement of the product, then you have done a great job. Good copy writing is essential in successfully selling one’s product.

As a design student, I should know that Design is never about conforming to the laws or regulation. We should always think outside the box and stay away from conventional thinking and methods. This quote teaches me to do unique advertising and to always create ads that would make competitors think “Why didn’t I think of that?”. When one says that, the advertisement has definitely been effective and is going to have a great impact.

Research is important. Finding out more about your target audience and the current market (and its competitors) can help my advertisements to stand out from the rest. Therefore, being unique is one of the key points of a successful advertisement.

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imrxns-blog · 9 years ago

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21 Apr & 28 Apr

[21 Apr] The six words story that we did was useful in teaching me how to sell a product or service with precision and not using too much words. This is a good concept and method as most ads in the market are minimalistic and yet still has a very strong impact on consumers. [28 Apr] Me and the team didn’t really know each other much. Therefore, we should build a good relationship. This means that the team must work together on a project with ease and maximum effort. I hope it will be this way with the team throughout the entire length of the project. We are all of different backgrounds (introverted, extroverted or both) so it’ll be great to work together and make this project successful one. We must coordinate as a team. When we are conducting research meant for our proposal, we must make sure its in sync and that it isn’t too off from each other. We should also take into consideration the roles each of us can take. These are just the fundamentals that should be established before embarking on this new project.

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imrxns-blog · 9 years ago

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Okamoto - the producer of fine condoms “Toma’s secret to deep love” The campaign makes use of clever jokes and carefully crafted jabs at Okamoto’s competitors. In the advertising video, Toma is shown to be the master of love and he knows what is best. This gives the viewer assurance that he seems credible and can be trusted especially since he says that Okamoto’s condoms are superior to other brands. These advertising campaign makes use of social media which is frequented by their targeted audience. Their comical yet relateable approach will be the appealing and pull factor for their potential consumers. Social media is a good platform to get the attention of the younger target audience. Okamoto promoted this particular line of condoms at famous clubs such as Zouk and f.club where most of their targeted consumers can be found. They carried out their events concurrently with big events (with Zoukout parties etc) to get maximum exposure.

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imrxns-blog · 9 years ago

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Laselle Visit 26 May 2016 The second exhibit that caught my eye was ‘Vanishing Gems’. The designer noted and took photos of traditional and historic activities that was once common in Singapore. These photos are meant to show the appreciation for these old time classics.

The designer then talks about the issue they are facing which is ‘extinction’ due to heavy competition and soon, they would just be forgotten beings. The designer came up with mini resin items which represent the different classic artifacts such as mirrors and brushes found in roadside barbers. This is to cement the ‘legacy’ of these historic places and so that it would not be forgotten.

I would say that this is very effective in both appealing to our pathos and also in showing us that these people are under appreciated.

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imrxns-blog · 9 years ago

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Laselle Visit // 26 May [1/2]

Murtad - Murtad is someone who has left a religion (in this case, Islam)

In Islam, it is considered a sin to convert to other religion/claim that there’s no god. So I was quite intrigued with this project which explains the life of ex Muslims. I had a friend who is also a murtad but I did not had the chance of hearing out his reasons on doing so. This was a great opportunity to know more.

The video interviewed the person who told more about his thoughts. The booklet also explains how these people who have left their religion also felt all alone. I felt that the copy writing on the booklet, although short, was good enough for me to stay and start watching the video. Usually, I’m guilty of just giving exhibits one glance before moving on to the next one. The person had made use of pathos, where the interview showed the predicament the interviewee found himself in after coming out of Islam. It is explained that they were rejected by their family and friends due to indifference and that they feel like a social outcast.

The stories from this exhibit had really broaden my perspective on things. I finally know what are the reasons for these people to convert or change from their current religion. This can have great impact on families who will now react differently if one member is a murtad. They could be patient and actually help them steer back to the right path. The use of traditional visuals (the information booklet) and digital (the interview video and others) were well mixed and put their message across very well. Additionally, the short text were enough to attract one’s attention as it questions the reader with rhetorical questions. The video also appeals to the viewers’ pathos so I would say this is a good persuasive copy writing piece.

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imrxns-blog · 9 years ago

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BCS // 19 May

What strengths and weaknesses did you learn about your group project presentation today? How can you help your team to improve?

Yoooooo just an update on todays lesson.

So today me and my newly formed group had to present our ad proposal to our four lecturers. It was the first time presenting with them and I have to admit it was quite nerve wrecking (especially for the preparation part). This was because I had never spoken to Tzehan prior to the group work so it was quite awkward at first. However, after several meetup sessions, we were on good terms and the three of us managed to work together successfully. Kudos to my two teammates who presented together with me. You guys did a great job!

I feel that there is definitely room for improvement. Besides our presentation skills where we should avoid using scripts and be more confident in speaking, we should expand our thinking. We should go on out and survey actually people who would potentially be our customers for our marketed product. This will give us further insights on the opinions and habits of our intended audience. And it will help us refine our ad and fine tune our copy writing to appeal to their needs. We need to edit the content of our slides to accommodate this new info and also improve our ad after conducting in depth surveys.

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