PROFESSIONAL PRACTICE BRIEF (Week 11)

Campaign Logo AND Animation Video

Logo Development

Animation Video (Mood & Narration)

Introduction

·         Do you heard about collaborative consumption?

·         It’s all about sharing and makes profit

·         (Collaborative consumption is a class of economic arrangements in which participants share access to products or services, rather than having individual ownership.)

The variety of sharing and the ways to make profit through it

Transportation Sharing

·         Basically it is about carpooling and car sharing.

·         Carpooling is the sharing of car journeys so that more than one person travels in a car.

·         Car sharing is a model of car rental where people rent cars for short periods of time, often by the hour.

·         Existing service enterprises are Autolib, City Car Club, Greenwheels, Stadtmobil, and Zipcar.

Accommodation Sharing

·         Basically known as house swapping and house renting

·         House swapping is an alternative means of travel accommodation, through which two parties agree to swap their homes for a set period of time. Its origins stem from low-cost vacation accommodation.

·         House renting is rent unoccupied living space and other short-term lodging to guests.

·         Existing service enterprises or websites are Airbnb, HomeForExchange.com, Homelink.com, Another-Home.com and LoveHomeSwap.com.

Book Sharing

·         Basically known as book swapping or book exchange.

·         It is the practice of a swap of books between one person and another with having to pay.

·         Existing websites are Paperbackswap, BookMooch, ReadItSwapIt, BookCrossing, WhatsOnMyBookshelf

Financial Sharing

·         One of the famous financial sharing is rotating savings.

·         It is a group of individuals who agree to meet for a defined period of time in order to save and borrow together.

·         Existing service enterprises are Credit Associations (ROSCAs) and other private groups

Benefits

·         By having more people using one vehicle, carpooling reduces each person's travel costs such as fuel costs, tolls, and the stress of driving. Carpooling is also seen as a more environmentally friendly and sustainable way to travel as sharing journeys reduces carbon emissions, traffic congestion on the roads, and the need for parking spaces.

·         Many colleges and universities have developed online book exchange programs to help students save money on text books. Some colleges build their own systems and others use systems from third party service providers.

·         Home exchange provides the traveler with the opportunity to “live like a local” instead of a tourist, experiencing their destination’s day-to-day life in a way not previously possible.

Surveys

·         In 2009 carpooling represented 43.5% of all trips in the United States^[1] and 10% of commute trips.^[2] The majority of carpool commutes (over 60%) are "fam-pools" with family members.

·         A 2013 study by the University of Bergamo shows a wide cross-section of the public is now represented, with 28.3% aged 45–54, 18.7% 65+ and only 5.9% under 34. 52% travel with children or consist of groups of three or more, while 48% travel without children or in groups of two or less. Home exchangers tend to be active, conscientious and culturally curious travelers. 84.3% of Bergamo respondents seek out museums and the great outdoors, over two thirds see the importance of environmentally friendly tourism, and 98% express interest in cultural heritage. Fair trade food (63%) and organic food (73%) are also important. The study finds the strong degree of trust necessary in collaborative consumption, with 75% agreeing that most people are trustworthy. 93% are satisfied with their experience, with 81% having swapped homes more than once.

Conclusion

Involving in collaborative consumption will bring a lot of experience and profits in one’s life and everyone should share once in their lifetime.

PROFESSIONAL PRACTICE BRIEF (Week 10)

Logo Design and Discussions about Campaign

Logo Design (Initial Sketches)

Discussion about Campaign

On last Wednesday class, each of our student come out with different idea on campaign tagline. After discussion, we decided to use "Sharing Is Not FOOL, It Makes You FULL" as our collaborative consumption campaign tagline and we have a sub-tagline for it as well which is "Connecting . Earning . Satisfying". Sharing is not a foolish action which will cause less or deduction, but when people know the beauty of sharing, their life will become multiple. Malaysian are mostly emphasize on their money, we use the point FULL in the tagline to associate with people, this will make a clear picture on when you start sharing, your life will be FULL instead of you think that this is FOOL. We have a sub-tagline here which is an abbreviation of the benefits on sharing, the overall meaning of these 3 points are people start to connecting to other people first and do sharing with them, at the same time people are earning income through sharing their thing. When people obtain what they want, the satisfaction will comes to them. Afterwards, we will need to design a logo for this campaign based on the tagline we set. 

           

Proceed to next stage, we discuss about the campaign strategies and finally we have a plan on how to run this campaign. There are 2 fields we will do for this campaign:

Introduce The Tagline

Make a video/animation (post in Youtube or show on TV)

• Find a narrative in order to addressing the tagline

Info graphic 

• Show the number of people connecting to collaborative consumption
• Sharing services versus income rate (show different types of profit making service and how much they can earn through that service)
• People satisfaction

Sharing Experience

Held A Seminar

• Sharing experience, benefits and types of sharing
• Give a comment card to get feedback after seminar

Online Discussion

• Create a forum in Malaysia

Social Media Page

• Create Facebook page

PROFESSIONAL PRACTICE BRIEF (Week 9)

Campaign Strategy, Tagline and Logo Design Sketches

Campaign Objective

The objective for this campaign is to change people opinion on the value of sharing by building trust on sharing and create aware on collaborative consumption for people who do not know about sharing business model.

Time Frame and Approach

There are total 7 months for us to prepare and run this campaign. We use 4 months to do our research regarding this campaign, 1 month to run the campaign and do 1 month of post-campaign evaluation. 

Target Audience

The target audience for this campaign will be working adult who are in the age group of 25 – 45 years old with the middle class income level between RM 1000 – RM 5000 and their education level are high school and above. In addition, they must have the IT knowledge and accessibility to technology.

Messages

In this campaign, we would like to prepare messages to reach and convince our target audience based on our qualitative and quantitative research. Through the interview, we knew that most of the respondents do know about sharing instead of the term collaborative consumption, and they have an experience on sharing their stuff with their friends or siblings no matter they do or do not understand the sharing concept. After we analysis all the primary research data, we found out that people share because it will help them to save cost, they care for their daily expenses in life. Since we know our target audience are care about their money, we decide to choose save cost and increase income as our campaign direction to prepare the message. In order to encourage people start to sharing, we would like to invite a speaker who did sharing in his/her life and used sharing business model to increase his/her income successfully to talk about the benefits of sharing concept that help people to save cost and introduce different types of sharing business model. In addition, we wish to invite two Malaysian to do testimonies and share their experience regarding how they save cost and earn money through sharing. 

Creative  

Based on the survey questionnaire we had done, most of our target audience spend more time on connected to internet and social network in their daily life. We plan to advertise our campaign through 2 media which are create a web page and facebook page to let people access and obtain the information regarding this collaborative consumption campaign. These online sources will help people to understand and read the message clearly through the content we post.  Besides, we will design an interesting print advertisement which able to catch people attention and they recognize and remember it easily after they see the advertisement. We will choose a suitable place where usually our target audience will be and place the advertisement.

Campaign Strategy

·         Animation Video

The video mainly focus on the meaning of collaborative consumption and the benefits of it.

·         Brochure

Simple and strong information about the campaign to grab people’s attention.

·         Infographics Poster

Meaningful info graphic poster designs which attract people very fast.

Tagline

·         Sharing Do Matters

If we share, sure it will give us some benefits

·         Sharing is Caring

Sharing is the way of caring.

Logo Sketches

Hand drawn sketches

Computer tryouts

PROFESSIONAL PRACTICE BRIEF (Week 8)

Data Analysis of Survey

Section A (Personal Information)

Sex

Age

Status

Income level

Conclusion (Section A):

Female is more than male; most of them fall in the 25 - 35 age group. 2500 under are ticked the most. Most of them are single.

Section B (The Usage of Collaborative Consumption)

Have you ever heard about “Collaborative Consumption”?

If yes, from :

Are you familiar with any of the following sharing services (Collaborative Consumption)?

(a)Which advantages of collaborative consumption services do you agree with?

(b) What are the sharing services you have used? And how many times have you participated?

Instead of traditional service model (including the services such as accommodation, transportation, food, equipment, and/or others), would you prefer the new sharing model – collaborative consumption?

      What are your concerns that are stopping you from choosing collaborative consumption services?

Conclusion (Section B):

Many answered yes to the question “have you ever heard about Collaborative Consumption?” Most of them found out about Collaborative Consumption from the Internet, with newspaper being the least. Other than that, sharing of accommodation has been ticked the most. Section B, question “3(b)” shows most of them sometimes shares artwork, financial and food and most of them never shared anything art work and financial wise. They don’t prefer the new sharing model – collaborative consumption. We can see the most concerns are the safety and reliability. 

Section C (Further Information)

      Do you agree with the concept of sharing (open source services)?

      What are the eras of information you would like to know more about collaborative consumption?

Conclusion (Section C):

Most of them said yes to “saring”. People would like the found out more about privacy and safety when inquiring about collaborative consumption, with cost and different types of business model being the least.

    Section D – Contact (Optional)

Conclusion (Section D):

      Most of them gave their name as contact.

Overall Conclusion of the Survey:

Many of them have heard about collaborative consumption, mostly from the Internet. Means they are very well connected to the internet and are updated by the news from the net. Very familiar with the sharing of accommodation. Many said no to the new sharing model because they are most concern about the safety and reliability. They also want to know about the privacy and safety when going for a collaborative consumption.

Research on Existing Collaborative Consumption Campaigns

‘Share a Coke’ campaign

Background

With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life. Coke needed to adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline. In addition, summer has always been a key sales period for Coca-Cola. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. So in summer 2011, Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. A campaign was needed that would make a big splash and disrupt and excite Australians. It also needed to have mass appeal, while hitting the 24-year-old bull’s-eye target.

Objectives

The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

Strategy

Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola. They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet.

Results

The campaign exceeded expectations with millions of Australians getting together and ‘Sharing a Coke’ either virtually or literally. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. The campaign earned a total of 18,300,000-plus media impressions.

Swhopping Campaign: Give Clothes a Future, Shwop.

Marks & Spencers and Oxfam launched shwopping campaign and they achieve a dramatic reduction the number of clothes sent to landfill in the UK by running this campaign. They resale, reuse and recycled all the clothes, and never send it to landfill. Shwopping become the new way of shopping by bringing your unwanted M&S clothes to Oxfam or by dropping off your old clothes at M&S when you buy something new.

They used the methods shown below to encourage people to join this campaign:

·         After people complete a shwop, they can text or scan to enter a weekly prize draw to win a 100 euro M&S gift card.

·         Issue voucher which entitled people to have 5 euro off their next purchase of 35 euro or more on clothing, home and beauty products per visit and per shwop.

·         Register with M&S on Facebook to earn points each time when people shwop and get the prizes.

Conclusion about the campaigns:

Each campaign has different types of aim and objectives in their campaign. The “Share a Coke” campaign is to increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. So, they are ready to save the planet and also based on people with similar needs or interests banding together to share and exchange less-tangible assets such as time, space, skills, and money.

Other than that, The Shwopping Campaign’s purpose is to engender a one-to-one shopping culture in which consumers will eventually “shwop” a used garment for a new one which is something great. Moreover, by shwopping we can actually save a lot, not just that probably by shwopping we could even be helping someone.

Reflection:

I have learned that, in order to create a successful campaign, one must have a very strong aim for their campaign and also goals. By getting data from primary and secondary research one will be able to get the information that they need in order to move their campaign forward. Moreover, we need to know the approachable target audience, the elements that can support the campaign, how this campaign will help people, social, environment and others. Not only to help people to be more socialize but also to make them be more outgoing and open to others.