Marketing Channels

The Glo band will be marketed through several different channels; the beautifully moving ad campaign will be introduced gradually on television, starting with short teaser ads showing a small, intriguing clip of the advert and the strapline. These teaser ads will create curiosity and a buzz around the campaign and the Glo band, directing the user to the Facebook page where they can “like” the page to view more information about the product and view the full campaign on YouTube, this will increase the number of “likes” on Facebook and get people talking about the Glo band, the campaign and the viral videos through social networks. 

A Print Campaign will also be released, using interesting images and handwritten text describing the little things that make a person unique and keep them active in their life. Keep them beautifully moving.  The colour palette of blues and greens appeals to both our male and female consumer, the bold, coloured text is blockier and more masculine whilst the handwritten font is more feminine and adds a more personal touch, connecting with the audience on an emotional level, emphasising that this is something that makes just one person unique, makes them beautiful.  

The advertisements will feature in In-store magazines in beauty stores such as Boots and Department Stores, for example John Lewis and Debenhams as a single Page Spread. The ad will also be printed in popular gadget magazines such as T3, press releases will be sent to App focused gadget magazines such as Tap! And The 2011 App Guide. Page Placement would also work very effectively in all of these magazines showing an image of the Glo Band and the app for more technology focused magazines with a brief description, price and where to purchase the product.

Ambient marketing will also be used, featuring the advert on public transport and in train and tube stations; however, the advertisement will not stand alone but will be part of a viral campaign using flash mobs demonstrating unusual and “beautifully moving” activities in public places. For example, this advertisement will be on the side of a bus saying “I listened to the same song every day for five years, it always reminds me of you”, unexpectedly, passengers riding the bus will stand up and begin to play the song, a beautifully moving sight for the ordinary passengers riding the bus and an interesting and emotional video for people to watch on YouTube. This will be filmed and posted on YouTube and other social networking sites with the aim of creating a buzz around the event and starting an online viral campaign.

435 words

Target Consumers-Dove Consumer and Glo Consumer

The Dove Consumer

Dove targets consumers who hold their own brand values, the products are targeted at both male and female consumers and an ageless consumer as Dove believes that well-being, lifestyle and happiness is important to consumers of all ages and both genders. Both genders are targeted differently however, for women, Dove focuses on promoting self esteem, for example through their self esteem fund, “developed... to make real change in the way women and young girls perceive and embrace beauty...To help free ourselves and the next generation from beauty stereotypes.” (Dove 2011). The brand also promotes happiness within women and embracing inner beauty, their website reflects this saying “At Dove, we uphold one central belief above all others: every woman is beautiful. And with the help of skin care, nutrition, lifestyle and a good mood, every woman can feel even better about herself” (Dove 2011).

Men on the other hand are encouraged by Dove to feel comfortable within their own skin as the brand develops more products to men with an understanding that men too should feel confident and comfortable with themselves, their tagline portrays these confident men saying “You’ve reached a point where your comfortable with who you are” and inspires potential consumers to strive to achieve this feeling of contentment. There is also a strong focus for men on daily performance, being the best that they can be every day.

Doves brand values and the way in which they target their consumers led Glo to establish the target consumer best suited to the Glo band, a consumer who wants to embrace and emphasise their inner beauty, to be the best that they can be and to achieve happiness through enjoying their favourite activities.

Glo as a brand will focus on improving their consumers lifestyle both physically by encouraging them to become more active but also emotionally, helping them to realise what makes them happiest and how to maintain this. Therefore, Dove as a brand and the Dove consumer fits perfectly with Glo’s own brand values as both brands have a focus on improving the lifestyle, self esteem, happiness and well-being of their consumer.

277 words without quotes

The Glo Consumer

The Glo consumer will also be both male and female, will reflect Doves ageless consumer and will have a keen interest in improving their lifestyle. They understand that the Glo band is not about health in terms of drastic dieting and an exercise regime but rather about reducing inactivity by doing the things you already love and become happier during this process. It’s not about health, it’s about well-being.

Each consumer is different and this will be reflected by the Glo band, the app is versatile, tailored to that users specific interests and level of activity, the Glo band will act as a subtle nudge for the consumer, reminding them that enjoying an active lifestyle can make them happier rather than pushing them to change who they are and what they do on an over-ambitious scale.

The Glo Band will fit in with the consumers lifestyle, both physically, designed to be unobtrusive and to stay on permanently, technologically as the user can fill in their data on the move and view it through social networking and also in terms of values, the band will not try to change the consumer and their behaviour but instead will encourage them to become the best that they can be.

206 words

Charlotte xx

User Interfaces (infographics,app, facebook) and Incentives

User Interfaces

Displaying data in a more interesting way using visually stimulating infographics creates a much more appealing way for the user to view their data rather than a standard chart or graph. If the data appears attractive to the user, then they are likely to interact with it on a more regular basis and will gain more insightful information from this data. This in turn will encourage them to change their behaviour and become more active.

Research into existing infographics shows that “Graphs and pie charts present data; infographics turn data into information”. (DesignBySoap. (2011). Infographic design. Available: http://www.designbysoap.co.uk/infographic-design/) This illustrates the relationship between the end user and the data presented to them, using visually stimulating data must not only gain their interest but should also help them to understand the data, to put the data into context and turn it into useable information.

The Data used by Glo uses universally recognised colours, for example, green to symbolise a good mood, through shades of yellow to symbolise an average mood down to red to symbolise a bad mood, colours used often and widely associated with the traffic lights system. Simple shapes are also used with a particular focus on the circular shape present in the Glo logo, a recognisable motif to create more of a brand aesthetic and a recognisable presence. Finally, simple graphic symbols are incorporated into the data visualisation to represent certain things such as being at home, work or out. Again these symbols are repeated throughout all of the user interfaces, the Smartphone app, Facebook page and website as well as in the infographic design to create a consistent theme and enable the user to begin to recognise these symbols and remember their meaning making using the interfaces increasingly simple to use and the information easy to attain at a single glance. 

287 words

Smartphone App

The mobile application will be available for all Smartphone’s, touch screen Blackberry’s and android phones and will allow many Glo band wearers to record their mood, location and activity on the go. This application will ask just three simple questions.

Firstly, the user will be asked “How are you feeling?” The user will be presented with a screen, consistent with the Glo bands clean and simplistic brand aesthetic and will be asked to record their mood. They will do this by swiping from left to right or right to left along the circular scale to illustrate a good mood or bad mood. This action of swiping across the screen is a very tactile way of inputting data and the left to right/right to left action almost mirrors drawing a smile or frown across the screen creating a conscious awareness of the users mood and a more emotional interaction with the device.

The second question will be “Where are you?” and the user will be presented with three symbols representing home, work or out. The user will simply tap one of the symbols before moving on to the next screen. The third question will be “What are you doing?”, a text box will appear allowing the user to type in exactly what activity they are doing in as much detail as they wish. Frequent answers will be stored by the app and will appear as suggestions when the user begins to type a similar word, this will make the app simpler and quicker to use and allow it to integrate within the users life as effectively as possible.

This qualitative data from the Smartphone app will be correlated with the quantative data gained from the band and uploaded online using cloud computing technology and the bands Bluetooth connection. This correlated information will be used to create the insightful infographics displayed on the Glo website giving the user more information about where they are happiest, when they are most active, how happy they are when they are inactive etc.

Facebook

A  Facebook Brand Page has been created for both current and potential users to “like” and gain more information and updates about the Glo Band. This page will be consistent with Doves existing brand pages and will have links to YouTube where users can view both our official campaign videos and viral videos created to promote the Glo Band.

Existing users can also view their data via Facebook, this will be downloaded directly from the Glo website using an i-frame application and will appear exactly as it does on the website. Again this will allow the user to view their data in the easiest way possible, integrating within their current lifestyle. As many people check their Facebook on a regular basis, now they can also check their Glo Band data without having to view a separate webpage. Users can not only view their own data, but also other people’s anonymous data both locally, in the UK and possibly even worldwide as the brand continues to expand globally. This will add a more competitive element to the product as the user can see how well and what activities others are doing offering them an incentive to get more active and become happier as a whole.

Another more light hearted incentive is the implementation of gamification on Facebook. Each user will get their own Glo Worm, a Tamagochi style pet which will be cared for as a result of how the user cares for themselves. So if the user is more active and feeling happy, then their Glo worm will be more active and will feel happier. Therefore, if the user has been particularly inactive then the Glo worm will use its Healthy Glo, this can only be maintained if the user does something active, a light hearted incentive for them to get moving.

299 words

Incentives

An Incentives page will be included on the website, the Glo Zone. Users will be awarded points depending on how active they have been, for example four points for every hour of activity. They will then be able to cash in these points in the Glo Zone.

The page will show one predominant monthly offer at the top of the page such as a spa break or Theme Park tickets and smaller, more permanent offers will be featured further down the page such as money off Dove products and discounted cinema tickets etc. These offers will offer a more tangible incentive for the Glo Band user to become more active.

110 words

Total 1033 words
Charlotte xx

Methodology so far

Methodology

Both Primary and Secondary research were used in this report in order to gain more information about the market the product would be entering, and also to gain creative inspiration for the concept, campaign and marketing strategy. Research was important in order for the product to be innovative and different from anything else already on the market, including difference in design as well as difference in use and target consumer.

Primary research that were used:

Streetstyle observations
Video interviews
Questionnaires

Streetstyle observations of wristworn jewellery were important in order to gage what people were most likely to wear every day. It was important to see what consumers would not remember or want to take off because the proposed device should be this kind of object. It should feel unobtrusive during everyday life.
Video interviews were conducted to fully understand the emotion of the consumer. It was felt that the kind of information that could be seen, rather than read, was interesting in relation to concept and campaign. It was also relevant when discussing emotive marketing.
Questionnaires were also conducted to gain larger amounts of information on the consumers lifestyle in contemporary culture. It was important to understand what makes a wristworn object more like a second skin. These questionnaires were also created to further understand the consumer and create accurate pen portraits.

All of our methods were carried out in accordance with the guidelines of the University...

Useful secondary research:

Anna xx - 241 words

Glo as a brand

Glo as a brand

Glo’s main message is to encourage health and reduce sedentary behaviour among the ordinary person. However, the brand wants to tackle this major issue, not through forceful dietry tactics or crazy gym schedules, but through the inner happiness of their consumer.

Glo believes that people need to feel happy inside in order to make a change, which is why the brand intends to raise inactivity as an issue, not activity. It believes that creating a healthier glow can be as simple as getting up every 20 minutes, whether it be to walk to the kitchen or walk up the stairs. The secret to feeling great and feeling beautiful is through positive well being and small lifestyle choices and changes.

Glo as a product, is sleek, professional and non invasive. The Glo band wants to be your second skin, something you feel lost without. It is something to help you and make you feel better within yourself, not something to nag you to be different.

Glo’s unique selling point is that, “It’s not just about health, it’s about well being.” This meaning that it doesn’t encourage dramatic weight loss or ridiculous gym sessions, it simply encourages a better way of life for its consumer, through reducing sedentary behaviour.

Anna xx - 211 words

Placement

Placement

Glo as a brand and product is versatile, it can sit in more than one place on the market. Although marketed towards the Dove consumer, it is evident that more people would be interested in purchasing this product, whether that be quantified selfer’s who have seen the product as a good investment, or those interested in purchasing the latest gadgets. It is for this reason that Glo will place themselves in many outlets across the market.

The brand recognises that Dove gift sets become very popular for presents, particularly around Christmas, which is why the Glo band would be available as part of a Dove product set, including the band, along with other popular products on the market for Dove. It would come in both male and female sets, to encourage both consumers. It would be expected that the female consumer would see this gift set as a good investment for themselves, along with their partners. These gift sets would be available in Boots, due to its trusted image on the market.

The Glo band would also be available to be purchased in gadget shops and department stores, showing its versatility and slightly distancing itself from the beauty market in order not to patronise people who don’t usually purchase those kind of products.

Anna xx - 214 words

Data Visualisation

Displaying data in a more interesting way using visually stimulating infographics creates a much more appealing way for the user to view their data rather than a standard chart or graph. If the data appears attractive to the user, then they are likely to interact with it on a more regular basis and will gain more insightful information from this data. This in turn will encourage them to change their behaviour and become more active.

Research into existing infographics shows that “Graphs and pie charts present data; infographics turn data into information”. (DesignBySoap. (2011). Infographic design. Available: http://www.designbysoap.co.uk/infographic-design/) This illustrates the relationship between the end user and the data presented to them, using visually stimulating data must not only gain their interest but should also help them to understand the data, to put the data into context and turn it into useable information.

The Data used by Glo uses universally recognised colours, for example, green to symbolise a good mood, through shades of yellow to symbolise an average mood down to red to symbolise a bad mood, colours used often and widely associated with the traffic lights system. Simple shapes are also used with a particular focus on the circular shape present in the Glo logo, a recognisable motif to create more of a brand aesthetic and a recognisable presence. Finally, simple graphic symbols are incorporated into the data visualisation to represent certain things such as being at home, work or out. Again these symbols are repeated throughout all of the user interfaces, the Smartphone app, Facebook page and website as well as in the infographic design to create a consistent theme and enable the user to begin to recognise these symbols and remember their meaning making using the interfaces increasingly simple to use and the information easy to attain at a single glance.  

287 words (to go with smartphone app and facebook page bit)

Charlotte xx

campaign so far

Campaign

‘Beautifully moving’ creates a positive correlation between feeling good and being active. It encourages the consumer to feel emotionally attached to the product, suggesting that overcoming their sedentary behaviour and becoming more active can be an enjoyable experience rather than a chore. The strapline reflects the attitudes and values of the Dove consumer, focusing on well being and how the consumer feels. The campaign should not focus on health issues as this may cause the consumer to feel patronised and forced into changing themselves. ‘Beautifully moving’ encourages the consumer to want to change because it suggests that their lifestyle will be improved for the better.           

It is true that the Dove consumer does not wish to be ‘sold’ to, as can be seen through Dove’s previous campaigns, including ‘Initiative’ and the ‘Self-esteem fund’. (Dove, 2011) They want to be respected, be seen as equals, and they want to connect to the brand on an emotional level. It is the brand’s job to make sure they understand their consumer and show this through the use of their marketing strategy. It is also important that the brand sees this in a different way than is the norm. It should not see the consumer as someone to target, but instead create a project that aims to better the world and in turn better the brand.

As seen in the ‘Initiative’ campaign, the Dove consumer is brought to life, showcasing an emotional and personal side to the audience and telling a story. It showcases how unique everyone is, connecting with the viewer emotionally by showing the beauty in every woman.

It is this understanding of the Dove consumer that has helped shape Glo’s campaign. The campaign will feature a number of teaser advertisements, focussing on the little things in life that make someone who they are. Video interviews were conducted on sets of couples, eg. best friends, husbands and wives, in order to find out what little things people noticed about each other. This helped inform the basis of the campaign.

The campaign will form the story of our consumer, visualising the things that people do in everyday life that make them creative and actively moving, both emotionally and physically. Inspiration will be taken from the recent advertisement, ‘The Amazing Everyday’, by Nokia for the the new Nokia Lumia. It features ordinary people going about their lives, but in an interesting and querky way. For example, running backwards, creating a rainbow whilst watering plants, or making your eggs a different shape from normal.

Glo’s idea should draw inspiration from this, but not step away from Dove’s brand image. The adverts should be simple, clean and elegant. They should be personal through their use of copy, but contemporary through their use of sleek imagery. Glo should connect Dove’s overall theme of beauty and well being, with the idea of movement. Therefore, each advert should involve a quote, connecting emotion, everyday life and movement in a positive way.

Example’s of these quotes would be:

 ‘I danced to the same song everyday for 5 years.’,
‘I burn my toast everyday because my children decided musical statues is a breakfast game.’

These quotes encapsulate the message of movement, emotion and happiness. It also personifies the brand and product, showing that it understands and empathises with its consumer.

Anna xx 550 words so far

Unilever

Unilever is one of the world’s most successful consumer goods companies. (Unilever 2011) Everywhere and everyday all over the world, people reach for their products, trusting the company and its ethos. Unilever believes in creating a better future, providing products that are good for the consumer and also for the people around them. It is their aim to make people feel and look great through the use of their product, improving their consumer’s well being and hoping to inspire them. Unilever ‘will inspire people to take small everyday actions that can add up to a big difference for the world.’ They intend to do this through considering the wider impact of their actions, making this a big part of their values. (Unilever 2011) Unilever works with integrity in order to create a positive impact on the world, through their continuous commitment to sustainability. Their vision is to, by 2020, halve their environmental footprint of their products and ‘help more than one billion people take action to improve their health and well being, and source 100% of our agricultural raw materials sustainably.’ (Unilever 2011)

The Glo Band product reflects Unilever’s aims, being an important step to encouraging its consumer’s to improve their health and well being. The product itself holds many of Unilever’s core values, aiming to make its potential customers feel great. Through this product, Unilever would be tackling the huge issue of sedentary behaviour, through every consumer’s small steps to a big change. The Glo Band itself and its promotion, can benefit Unilever, helping consumers view the company as something to feel emotional about, creating empathy between brand and customer. It is important that Unilever is recognised as an ambassador for cultural change and the promotion of sustainable living. The promotion of the Glo Band will add a new, more emotional dimension to the Unilever portfolio.

308 words - anna xx

Introduction

Introduction

This report aims to make a case for the manufacture and promotion of the Glo Band product with the intention of it entering the market under the parent company Unilever. The proposed product would measure levels of daily activity with a view to giving the wearer a means of gauging periods of inactivity and hence provide a spur to address wellbeing and stimulate activity. The product would follow the Unilever ethos as articulated in their slogan “small steps for a big change” It is believed that the Glo Band would be of significant importance in a society of increasing sedentary behaviour, whether that be a result of work-related or leisure-based pursuits.

An issue in marketing has arose in the way that consumers are engaging with products, they do not tend to engage on an emotional level, causing less longevity and sustainability and it is now thought by many companies, that a product that can tap into the consumer’s emotional needs would have major relevance on the market today. This marketing phenomenon of ‘Projects not Campaigns’ has changed the way consumers buy and are sold to dramatically, causing them to feel attached to their purchase and to the brand itself in a way never seen before. The aim of this report and the product’s production is to create a brand that is trusted by the consumer, a brand that will spark word of mouth and be taken seriously in the marketplace.

Due to this, the aims are to create an unobtrusive wrist-worn, unisex device that measures inactivity, but without being a chore to the wearer. The Glo Band would be something unique that the user does not want to take off, a device that becomes like a second skin, unnoticeable but good-looking. The  campaign should be seen as a project, and target people’s emotions rather than purse strings, making the product something to cherish, value and enjoy.

317 words - anna xx

1. front cover
2. title page
3. ethics clause
4. contents
5. introduction - 317 words - DONE
6. Introducing Unilever - 308 words DONE
7. methodology -  DONE 300 words
8. BODY OF REPORT
9. Who is our consumer? - Introduce the consumers we researched DONE 206 words
10. the quantified selfer -  DONE 300 words
11. the worried well - 300 word
12. and finally THE DOVE CONSUMER.. why did we choose them?  - DONE 286words
13. include information on the intuitive campaign and self esteem fund. - starting to introduce more male products - lifestyle/ wellbeing
14. LEVIS MODEL!!
15. BRAND VALUES AND LEVI MODEL - how did these help us? DONE 300 words
16. SECONDARY RESEARCH - looking at other products and why we didn't like them? and what we decided the Dove consumer would care most about to be measured and why? Deciding what the product will measure. 500 words
17. SECONDARY RESEARCH - deciding what the product will look like. what aesthetic we were going for and why. Talk about being unobtrusive etc - 500 words
18. INTRODUCING GLO AS A BRAND - what is our ethos? And our USP. "We're not just about health we're about wellbeing- DONE - 211 words
19. OUR PRODUCT - The look. What it does and why. (it is a measure of happiness and well being, not something to help you diet. etc - 400 words
20. THE DATA - How it tell us about our activity/inactivity. facebook,DONE apps,DONE(943 WORDS incl infographics) 
21. WEBSITE etc - 800 words
22. THE CONCEPT - what is our tone of voice to the consumer? How do we want them to view the product? What is our call to action? Strapline 'Beautifully moving'. How did primary research help us here? eg. videos - 400 words
23. THE CAMPAIGN - the reasoning behind beautifully moving. How we will put this across to our audience? How this interacts with the Dove consumer? How we will target them. Using emotion to draw in the viewer - 500 words
24. MARKETING - ambient/ flashmobs. Advertising. Teaser ads. Why? 500 words DONE 435 words
25. THE TIMELINE! - how and when will each part be released
26. WHERE WILL IT BE SOLD?  DONE - 214 words
27. HOW WILL IT BE PACKAGED? 200 words
28. SECONDARY RESEARCH - projects not campaigns - what does this tell us? how have we learnt? 400 words
29. LONGEVITY - incentives - DONE 110 words SO FAR
30. CONCLUSION - have you addressed your aims and objectives? how? Summarise your discussion. Think about the measurement of success. Agile marketing. 300 words?

All together this is 8950 words which isn't enough but im sure we will find them somewhere and I reckon ive missed a couple things on here so not to worry.

Remember in our report we need to take our reader on a journey... make them believe they are part of something.


Anna xx

Real Wesbite

 www.wix.com/clammy_clam0/Dove_Glo

Click to explore - really shit but we can put the URL on a card (though not very catchy) so that they can explore GLO after our presentation.

Some Funny Ads



Ad Images

Lois, x



thought the presentaion could be more visual x

video

Female 26 years

• • 1. Do you have any daily health or beauty regimes?
    I cleanse/tone and use a skin treatment in the mornings. I use a body moisturiser after I shower.
    
    Do you use any Dove Products?
    Yes, their shower gel and deodorant, although I tend to alternate these products between brands.
    
    2. Do you feel that keeping healthy is a concern or maybe an interest for you and your generation?
    Yes, although i think people are concerned about being healthy more for appearance reasons!
    
    If so how do you monitor your health and activity?
    I don't measure my health/activity, but i like to cycle / walk places to get a bit of exercise.
    
    3. Would you be more likely to incorporate a health regime into your routine if there was some kind of incentive?
    Perhaps, although it would have to be a good incentive!
    
    What do you think the incentive should be?
    Perhaps some free nice make-up or a hair treatment?
    
    4. If there were a wearable device which would naturally help you in the right direction towards activity, would you be interested and likely to invest? We were considering a price of around £30-40 included in a Dove gift set.
    If I'm honest I don't think I would. It seems like quite a lot of money and I don't know if I would use it. I may be more interested if there was a free trial of the product which you could then buy if you liked it or a money back scheme.
• 
  

  
  
  

  • Why do you think that having this device would help you to be more active?
    Maybe seeing that you were really inactive quite a lot would give you a shock!
• 
  

  
  

  • 5. please see attached a visual idea for the product (white for females, black for males)
    How do you feel about the visual aesthetics of the product?
    I think it looks good, just like a nice bracelet, which would be good if you don't want people to know you are wearing it. My only concern would be that the white leather might get dirty with everyday wear.
    
    What is more important, visual aesthetics or functionality?
    I think both are very important if you are going to be wearing the product every day.
    
    6. What are you already wearing on your wrist?
    Nothing, although I sometimes wear a watch and very occasionally bracelets.
    
    Why do you always wear this?
    I tend not to wear bracelets etc. as I have very small wrists and find most bracelets/watches annoying as they fall about a lot or keep falling off. On that note actually, maybe it is important that the product is size adjustable?
    
    Do you think that it is noticeable?
    I think this depends on the outfit you are wearing, you can choose to make wrist wear more or less visible with sleeve length / colour choices.
    
    7. How would you like to be alerted about inactivity?
    Perhaps a small vibrate type alert? I would prefer it to be discreet so other people were not aware of the alert.
    
    8. How would you like to view your data and gain hints, tips and feedback technology wise?
    Online or on my iphone, but only once a day, maybe at the end of each day rather than constant updates which I would find annoying.
    
    
    9. Any additional elements that you would suggest?
    That the device could be size adjustable. I think I would need to see some informative advertising about the product / a magazine article before I would think about buying this, as it is not something that I would search out.
    
    
    
    
    Anna x

The product.

The idea behind the design of the bracelet: The GLO bracelet will be very minimal it will appear subtle and un – obtrusive and not noticeable as a data collecting device, Glo is a private device and personal to the consumer. The product will be a simple GORE-TEX leather plaited bracelet with a width of no more than 5mm, it will be available in both black and white both being classic, non – clashing and unisex colours. The silver clasp will be how to open and close the bracelet it will also act as a precision motion sensor which measures movement accurately. The clasp will be where the intelligence chip is hidden, this will measure time of day, date, air temperature, heart rate and body temperature. In the centre of the silver clasp will be a LED light this will glow green the more active the user is being (monitored by heart rate) and red if the user is being inactive this is very subtle and non-irritating to the consumer. The band can be adjusted in length by attaching silver beads onto either end of the chip and the end of the leather cord, acting as an extension. As many beads can be added as necessary to create the desired length. Glo functions by Kinetic motion, analysing data through the consumers movement and their activity, this is how the product charges and works. The device will also have a GPS application tracking your movement and location, this will then tell you ( in the app ) at which point the customer is most happiest and active. The product will be functional but the app and the concept of GLO is emotional. The data from the band will be uploaded to the internet at regular intervals via Bluetooth. The data will be stored online, correlated with the information from the app to create visually stimulating data for the user to view

The Product

8. Product:

The Band: We decided to keep the band design very simplistic and unisex (as specified by our consumer) using just black or white plaited leather and a simple silver chip (this will measure all of the data).

The band can be adjusted in length by attaching silver beads onto either end of the chip and the end of the leather cord, acting as an extension. As many beads can be added as necessary to create the desired length.

Functionality: The silver chip will measure:

- Time of Day
-Date
-Air Temperature (gaining information about weather conditions)
-Heart Rate (measuring activity and sedentary behaviour )
-Body Temperature (measuring level of activity and comfort)

Technicalities:

Charging: The band will be charged using heat conducted by the silver chip, this is beneficial as the user will never have to remove the band to re-charge it.

Inactivity Monitor: The band will have a small LED light included in the chip, this will glow green the more active the user is being (monitored by heart rate) and red if the user is being inactive. This will act as a subtle reminder of the users level of inactivity, reinforced using the online data, apps and gamification to cause behaviour change and increase activity.

Data Communication: The data from the band will be uploaded to the internet at regular intervals via Bluetooth. The data will be stored online, correlated with the information from the app to create visually stimulating data for the user to view.

 

Product Diagram

Sarah x

Ambient

Hate this but it'll have to do:

Powerpoint presentation

SLIDE ONE

Hello and welcome to our presentation on the 'Glo Band'. Today we hope to encourage you to be 'Beautifully moving'

SLIDE TWO

The way that we want to differentiate ourselves from the many other products on the market is through our USP.
'We're not just about health, we're about well-being.'
In this way we will be focusing our product on the improvement of lifestyle, well-being and happiness, rather than associating it with dietry needs and direct excercise.

We decided to target the Dove consumer and develop Glo as a sub brand of Dove as we believe their attitudes reflect our own brand values.

SLIDE THREE

In order to gain insight into consumer needs and attitudes we used primary research.
Methods we used were :-
Observational interviews, questionnaires, videos, streetstyle pictures and an Alert Experiment in which we tested what it was like to be alerted by noise.

SLIDE FOUR

We found that asking questions enabled us to understand what consumers would want from the product and how this would affect design and functionality.

SLIDE FIVE

It also enabled us to create pen profiles which we thought reflected our target consumer.

here are 3 pen profiles. They are all very personal and varied. We didn't want to target a niche consumer, we wanted to reflect and target a whole range of ages and both males and females, the ageless consumer, targeted by Dove as inactivity should be an issue to everyone.

SLIDE SIX

We covered a whole range of seconday research to fully understand our consumer and how we wanted our product to develop.

Examples being :-
read from slide

SLIDE SEVEN

We researched data visualisation. It helped us think of and design our own data creatively and effectively. We thought that the use of colour and shapes could be very pleasing to the eye of the consumer and interesting to look at.

We then went on to look at current technological innovation and wristband design for inspiration. Here are some images of bands we thought were suitable for a unisex product.
SLIDE EIGHT

To further understand the dove consumer we looked at some of Doves existing imagery and the use of creative copy.

For the Dove woman, lifestyle and wellbeing is very important. If she feels happy on the inside she knows that this will be reflected on the outside.

For the Dove man, performing the best he can in life holds great importance. He wants to feel good and look good.

We will focus our product on -

Male and Female (Age 25+)

Male – focus on daily performance

Female – focus on self esteem

SLIDE NINE - DOVE AS A BRAND

Side 9 – Dove as a brand

We selected Dove as a brand and have targeted the Dove consumer because we believe their attitudes reflect our brand values. The essence of the evolutionary brand being genuine and committed, distinguishes Dove as a unified brand with an established presence. Ensuring the innovative product is launched successfully into a new market, by being part of a reputable and trustworthy brand. With consideration towards the price point the Glo band being associated with Dove gives both established and potential consumers promise and positivity towards the product and concept.

SLIDE TEN - CONCEPT

‘glo’ is a band which provides men and women who recognise that beauty isn’t purely an aesthetic (the Dove consumer) with an alternative way to keep themselves happily active in a subtle and motivational way.

The band should inspire the wearer to ‘move’ – what is it that moves them? From something as simple as walking to collect their kids, to reminisingly dancing to their old favourite song, ‘glo’ ensures that people identify a positive correlation between happiness and activity.

‘Beautifully Moving’ is the tagline that runs throughout the product, brand and functional ethos; a subtle nudge which gives the consumer a positive connection between movement and feeling beautiful.

The men's product (although sold in the same way) identifies the need to perform; allowing the male consumer to feel like they can achieve goals, which in turn satisfies their own personal ego - the band encourages them to be the best they can be.

SLIDE ELEVEN - PRODUCT

SLIDE TWELVE - THE APP

We wanted to keep the smartphone app really simple and quick to use, integrating it into the users lifestyle as naturally and effectively as possible. The app features simple colours and symbols and asks just three questions:

How happy are you?  

Where are you?  (home, work, out)

And What are you doing?

This information is then correlated with the more scientific data from the Glo band to create visually stimulating and interesting data displayed on the website and facebook page.  

SLIDE THIRTEEN - FACEBOOK

We will use facebook as the main channel for social media marketing, A brand page will be created to give non-users  more information about our product whilst existing users can also view their data, downloaded to the app from the website and view other peoples data, locally, in the UK and possibly even worldwide.

We have also created a tamagochi style game as a more light hearted way for the user to view their progress and activity. The Glo worms health happiness and activity corresponds with your own and so if you have been particularly unhappy or inactive that day, so will your glo worm. You must remain healthy, active and happy to keep your worms healthy glow.

SLIDE FOURTEEN - THE WEBSITE


SLIDE 15 - INCENTIVES

We have included an incentives programme in our concept,  a points system awarding the user for example four points for every hour of activity recorded by the band.

An incentives page will be included on the website, The Glo Zone. This page will include one dominant monthly offer and smaller, more permanent offers underneath which the user can claim using their earned points, for example discount cinema tickets, discounts on Dove products, at restaurants etc.   

The incentives programme will offer further encouragement for the user to become more active and continue to use the band for a more tangible reward and prevent them from losing interest.

SLIDE 16 - CAMPAIGN

We want to tell our consumer's story, put across what moves them and what defines them. We want to make them feel connected to our product, linking it with sentimentality and emotions and most of all encourage them that the key to a good lifestyle and to feeling happy is through activity.

Our adverts will put this across by targetting issues of self-esteem, lifestyle and well-being.
We want each advertisement to describe a person, using each of these phrases as a tagline -

I am expressive,
I am diversity,
I am vitality,
I am celebration,

and ending them all with the overall theme -
I am the little things,
I am beautifully moving
We want to visualise people doing all of these things in a creative way. Taking inspiration from the recent Nokia Lumia advertisement.. (show video)

 We want to create a buzz around our campaign, introducing these teaser ads gradually and creating a virul buzz through the execution of original flashmobs.

SLIDE 17 - VISUALISATION MOODBOARD


SLIDE 18 - COMMUNICATION

The marketing campaign will be launched in the UK through a range of advertising strategies in order to create hype about Glo as  a product, this will be achieved by appealing to the synchronised consumer touch points. The promotional plan which is in place will reflect the scale of marketing synonymous to Dove.

Involving both above the line involving the smartphone application itself.  Television advertisements and features, billboard campaigns, print advertisements, through product placement inserts, physcological, beauty, heath and technology focused monthly magazines.  Alongside this there will be online promotion via the Dove website and the parallel Glo website.  Which will both run as an ecommerce websites, alongside the evident stockists.

Below the line marketing will include Word of mouth prompted by social media contribution including the Facebook page. Glo Zone as an incentives website will target consumers directly and in a personal manner. Ambient marketing which will illustrate the brands beautifully moving concept.

*Talk about flash mob-live band on bus idea here*

SLIDE 20 - PLACE

SLIDE 21 - SUMMARY

ADD TO THIS IF YOU CAN PLEASE. EG. EXPLANATION OF A SLIDE. CHARLOTTE IS WRITING ABOUT THE FACEBOOK SLIDE AND SARAH IS WRITING ABOUT COMMUNICATION

ANNA X

Campaign moodboard-TV campaign

Charlotte x

Glo Zone-Incentives page

Charlotte x

Product on the Dove website

Here's how the Dove website might look - added glo to the top toolbar, side page and feature screen.

What d'you think?

Lois

To do List

3. Press Release/Press Pack

4.Get our primary research videos together (if possible)

5. Key Findings board


Then when we've done decide who's doing what in the report. Wooo!

Charlotte x

Key Findings A2 Board

Were thinking that the structure of this board should go something like this:

Research:
-Key findigs we discovered from our research

How this ld to our decisions on:

Consumer
-The Dove Consumer
-Consumer Insights
-Example Pen Profiles

Product:
-The band
-The app
-The website
-facebook
-The packaging

Concept:
-The strapline
-Campaign (print, outdoor, ambient, online)
-Press release?

Can anyonethink of anything else we eed to include/
Charlotte x

A2 Board

Each team must produce an A2 portrait board of their key findings for the project.  This should summarise the main points of your project and contain images.  Consider the various levels of impact i.e. immediate and under close scrutiny.  Consider hierarchy of text and overall readability. This work must be mounted on white foamboard

Web Design

So if this is the page you come to when you type in the website:

Then I thought this is what it could look like when you press GO:

As you hover over the icons it moves around, so that the one you want is the biggest in the centre (eg: where the 'profile' icon currently is).

Thought it would be best to keep it simple, although tell me if you visualised it differently.

Lois

Gamification-Interacting wih our data as a game.

We were thinking of just having a really simple tamagochi style game but using a Glo worm.

The game will use the results from your Glo band and app in order o distinguish how healthy you glo wom is (the worm is effective you).

-It will monitor how active you have been on he bottom scale of 1-9 ( your worm will behave either actively or inactively as a result, skipping, jumping or sleeping/ lounging)
-How happy you are an show different smiley faces (your worm will also look happy/sad/bored etc)
-How healthy you are as a result of these two factors (your worm will have a healthy glow if you are healthy)

If you are really inactive, your worm will become very ill, you can only make him better by becoming more active (e.g. running up and down stairs or going for a walk).

Charlotte x

Unilever website - DOVE PR

Our commitment to delivering real results is mirrored in our advertisements. Our current campaign has been featured on over 25 major TV channels and in more than 800 articles in opinion leading newspapers from El Pais to Le Parisien, from The Sun to The Times, as well as in popular women's magazines. Our ground-breaking campaign for our new Dove Firming lotion.

http://www.unilever.co.uk/innovation/researchanddevelopment/dovespromise.aspx

Sarah x