Suuup - DISCLAIMER!!
BM Group: We have decided that we are only going to produce the following images and they will/can be used across all mediums. This is to help bring the campaign together and more in sync (most campaigns only use 2 - 3 types each focusing on the same theme, not 10 images to cover each demographic (we have reduced your sub demo's of (working parents, working in city, singles, teens and simplified it to Seniors (slightly more PC than pensioners), Youth and Families).
Tech Trends: We have come up with the concepts, however we think we may need to shoot some of them differently to apply to each medium (ie a poster is a different size to a web banner) would you please be able to help us out by suggesting ways in which we can produce the same images to fit each of the mediums. We are pretty positive that this can be achieved. - Or link if you have already written abot it just to keep it in place.
:-D
Seniors (Traditional)
IMAGE: Back of an old person sitting on a deck chair on the beach or picnic chair at hinterland with freaking sweet lighting (ie warm/sunsetty/afternoon). The view that the people are looking at will be the beach/bushland.
MOOD: calm/relaxing
PROMOTING: Hinterland/Beach
LOGO: wouldn't you be sitting here/relaxing here/checking out this sweet ass view (needs tweaking hah) - BM GROUP PLEASE RESPOND
Seniors (Active)
IMAGE: A senior couple each lying on a surfboard in shallow water (attending a surfing/board rider lesson instructor is looking on enthusiastically, guiding them). Both of them looking at each other lovingly with huge smiles on their faces.
PROMOTING: beach/activities for more active seniors
LOGO: COME AND FALL IN LOVE ALL OVER AGAIN...THE GOLD COAST!
For posters, this could be placed on the back of chairs in buses, trains etc.
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Youth
IMAGE: Combine two images into one medium - imagine those hologram type images where the angles you view it changes the image..
Image One (watersports): back of guy one hand on jetski/wakeboard and other arm up in the air
Image Two (nightlife): same guy/posE but change background to a club/bar scene
Image One (watersports): Girl on a board in a barrell/tube with hand out touching wave changing to dancing/spinning around a club wih arm out. **BEN FROM TECH TRENDS, WOULD APPRECIATE A COMMENT ON HOW BEST/IF POSSIBLE TO DO THESE IMAGES)
MOOD: fun, bright, energetic
PROMOTING: Watersports/Nightlife
LOGO: BM GROUP PLEASE RESPOND WITH A SUITABLE TEXT/SLOGAN FOR THIS IMAGE(S)
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Families (TECH TRENDS - please comment on this image in relation to water proof equipment etc)
IMAGE: family (2 parents/one child) on the beach parents swinging child between them, (we have added the feature of the family pet (in this case a dog) to appeal to a broader family sensibility). (early morning lighting, (flash as fill **tech group comments?)) - image taken from dog's eye level (candid feel) running towards family so we see the family's happy faces. Dog will be coming out of ocean shaking water off (image can show water splaying everywhere). Natural background (excluding buildings)
MOOD: playful, bright, fun
PROMOTING: family daytime activities
LOGO: BM GROUP PLEASE MAKE SUGGESTIONS
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Frances, Michael, Mel Watt, Liz, Richard, Renee
:-D
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I like your ideas! i think they are very relevant to the target audience. they would make good poster images for buses/trains/taxis.- Michelle-
ReplyDeleteImaging group try to stay postive and watch your language. Freaking lighting and sweet ass is not appropriate terms. Having a go at b&m group is not how you would operate in the real world. Offer suggestion back to them on the campaign and ask for there input to the project to help with your visionery concepts. Suggest to b&m group that a shot list from the client is fine but where is there input to the campaign with exicting and new emerging trends. eg words - slogans etc
ReplyDeleteOkay...so good ideas, and I am able to visualize the images well.
ReplyDeleteFor the seniors in the hinterlands I'm thinking, "Escape to the Gold Coast Hinterlands where nature Beckons", or something along those lines. It has to show that its relaxing and an excellent place to retreat to.
Secondly, I think that the youth images on holograms sounds great! We all love looking at these kinds of mediums. For the logo I was thinking something hip and catchy, in text message form( to relate to younger people) E.g. "Surf @ Burleigh this arvo" or " Meet on dance floor 2nite" etc.
Finally for the families I like that idea also..nice work incorporating the dog. I think we should stick to the backyard idea for this one because that's where most of the time is spent for families. Logos such as " Bring the whole family to our place/backyard" or " Trade your grass for our sand for the weekend" or " Bring the kids to play in our sand pit".
Thanks guys for the input.
Feel free to comment with more ideas,
Melissa.Q
I like the ideas for the slogans you have suggestions Mel. they are really catchy. would work well in the campaign. Michelle
ReplyDeleteThanks Melissa Q for your suggestions. I especially like your logo for the family 'trade your grass for our sand for the weekend' it comes across as though the locals are more than happy to share their wonderful beach and it has a community feel to it.
ReplyDeleteMel Watt
Great blogging guys.
ReplyDeleteI too am an advocate for the suggestion of dual imagery on the 'hologram' billboard, at least for the youth market. MelissaQ' suggestion for the two slogans in contemporary language would work. My alternative is a single slogan which stays in same position on both images, eg. Sleep is for the Weak !
With regard to the Seniors, I am attracted to the simplified wording, "Nature Beckons". This can be used across a range of imagery focussing on the regions environment and landscape, as distinct from activities.
With respect to the Family market, i am happier to go with images that don't fence you in. The outdoors such as the beach suggestion will work so long as things like High rises are not in shot (too much a reminder of work and city life) but add in (background) other family facility such as people in a park using swings and BBQs. I also like the wording concept but would incorporate the word 'experience' as something worthy of making the trip, eg. 'Experience our backyard', 'Experience our sand pit', 'Experience our play ground'.
Note that any final wording within adverts is the subject of review by the client's own editorial group, who will also ensure we are not duplicating another State or business campaign. We can only make suggestions with this particular campaign, reasoning links to images and target audience.
Cheers, Owyn
At least there is some good communication going on now - however you need to keep pushing those boundries you have till thursday to finish blogging then your presentation on friday.
ReplyDeletecheers letece
I really love all the ideas that the imagery group has suggested! I can see them on billboards, posters, on sides of buses, and so on. They would all create such eye catching images.
ReplyDeleteMy fav is the youth idea. I like how it switches from day to night with the same pose by the model. I agree with owen on the slogan 'sleep is for the weak!', as this keeps it simple, and goes with both images. I think for seniors, the active slogan works really well, and for the hinterland melissa Q's idea for 'nature beckons' would be perfect!
With the family image, I'm not too sure about it... I agree with Mel.Q to stick with the backyard, as most families do the bbq thing with other families at campsites etc when on holidays. Maybe it could be a backyard setting with a couple of families sitting round a bbq, creating a fun lively mood?
Let me know what you think.
Jess. Edwards
For the family shot, possibly incorporate family activity described by Jess and flip my previous suggestion. Facility and activity in foreground looking through non obscuring fence in mid ground over sand dunes, with beach and calm ocean in background. May have dramas finding suitable property atm with a lot of sand and back yards of beach front properties washed away ! owyn
ReplyDeleteI like these ideas, i think they are a little bit cliche, but they work. I think the youth idea is great, day to night life- awesome! and all the ideas of the slogans posted eg 'sleep is for weak' are also great. i would be very interested to see how this would turn out if it were to be shot!
ReplyDeleteI also agree with Mel Q. about the Family shot. another thought would be in a park, im sure we all remember when we were little having bbq's in the park (as gardens here often aren't quite big enough!) but yes i think that the backyard setting would also work, if not better. -Robyn
Slogans - Exporing GENERATION WHY a night club for 25 and under. Images that can be beemed onto a Utube site of people dancing so your friends can see you clubing and having fun.
ReplyDeleteDo photo tech trends have any Idea's whether this can happen. WHY not
Letece,a live feed is easy to do and can be streamed to any website with a little know how. This link is Surfers Paradise beach cam which is constantly streaming the beach and surf. http://www.coastalwatch.com/camera/cameras_large.aspx?cam=1300&state=QLD#
ReplyDeleteYour idea could be added to the proposal for the web section.
Back to the projector idea in a Mall why not stream the beach, surf/ sun on a huge screen like a Federation Square in Melbourne. Foot traffic is astronomical and the weather in Melbourne is generally poor, overcast, cold. Have a web address in the corner and watch the site traffic sore. Minimal cost for this and great exposure.
This is a really good idea. It will really get people thinking about going to the Gold Coast.
ReplyDeleteI like all these ideas but I'm not to sure about the oldies surfing, i can picture it and i think it would look good with them looking at eachother, but the surfing part. Its just i could never see my nanna and pa trying to surf thats all. The slogans are great really simple and affective.
ReplyDeleteThe guy wakeboarding and night life sounds great that would work really well.
Nick
I really like the old people trying to surf..... I think it is good because it's like you say it’s something that you wouldn’t see every day therefore it will turn heads. I also like the night clubbing idea I think that will generate a lot of younger people to the gold coast.
ReplyDeleteMelanie :-)
hey great see the feedback from everyone on the ideas.01 i really like the slogan idea using the word experience in a text 'Experience our backyard', 'Experience our sand pit', 'Experience our play ground'.i also think with the family idea we should stay away having a beach house in the background cause the average family wouldn't be able to afford to stay in one and since this task is to make the gold coast a affordable place to have a holiday we don't want to feature anything like a beach house which would be out of reach for most families
ReplyDeleteRichard
I also agree with most of the comments about the direction we need to take with our imagery. Although some negative feedback with the "oldies" surfing I think it also shows a new type of old generation which these days are still enjoying the 'youth' driven activities. Text message type slogans for the younger generation is a fantastic way of getting a short message across and for this audience to see they are personally being marketed for. The typical day/night nightclub imagery although it may be cliche is also still typical of this generation so should still be considered. We also need to encompass the idea of hologramming and even the streaming as perhaps these havent been used so much from a marketing perspective and allows a bit of the WOW factor to be incorporated.
ReplyDeleteKylieB