After effects fun

3d cube -
http://download.yousendit.com/9E3302F6359F6B63
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Product and Brand

taking a known brand and a known product and creating a combination.

Flash website advert -
http://img217.imageshack.us/my.php?image=heartadfinishedag8.swf

Nike Flight Energy Drink

Idea
To produce a Nike energy drink. Title “Flight”. This is not a recreational drink like that of coke, this is specifically designed for an active person body, but by that it is in no way dangerous to those who are not active. Flight will be fairly healthier than competitors too, having less unnatural sugars, no taurine etc.

Reasoning
Nike have a huge involvement in all sports, not just an involvement but they are one of the biggest sports recreation equipment retailers in the world. Nike are eternally expanding their product range, but they have yet to venture into the consumer goods market. As Nike already have their foot well in the door of sports equipment retail sector it would not be very difficult for Nike to produce energy drinks, promoting them with relevant products of which they sell, which would be almost all of their products. Nike already produce water container drinks bottles but have yet to produce energy supplements. No other sports product retailer has yet to try making energy drinks and with the already stone foundations of Nike’s customer loyalty there is little that could go wrong.

Nike as a Brand
Nike is multi-million dollar sports recreation equipment producer, selling everything from roller skates to finger gloves for basketball. You can’t get through everyday life without seeing the Nike logo at least once.
Nike sells to everyone from professions to families trying to keep in shape. Football being possibly the most popular sport globally, Nike has got behind the biggest names in this industry, where ever u see famous football stars, you see a Nike logo. They did this very successfully too they even broadcast many episodes of famous footballer performing jaw dropping tricks. The series was title Joga tv and proved very popular.
Prior to this the released several sport themed adverts, showing profession players skills. All of the adverts were themed very similarly and easily linked to one another. One advert showed a group of footballers, another showed basketball players, another showed skateboarders and so on. These adverts no doubt inspired the later Joga tv adverts.
Nike have a reliable, trust worthy reputation, possibly because they cater to nearly all ages and prices range. They promote an image of fun and happiness which clearly would appeal to anyone. Showing videos of people having fun playing football in beautiful sunsets was indeed a very good advertising campaign, simple.

Marketing
Nike focuses on quite a young market, ranging from about 17-30 year olds, people in their prime of their sport coincidently. No doubt Nike market to different age ranges depending on the particular sport. For instance the target market for Nike golf products would be anyone from 30 year olds to 60 year olds, as isn’t really a young persons sport, it doesn’t involve running around, it’s relaxing and many retired men play often. Where as marketing for Air Jordan would have been much younger age range, say 15-25 year olds. But as a whole Nike retains a relative young and energetic image which is clearly reflected in it target market.
Nike’s biggest success asset at the moment is football and in particular, the famous football player Ronaldinho. Player endorsement of this new energy drink would definitely be a powerful marketing tool, particularly to the younger, more easily influenced fans. Player endorsement is certainly not a new and genius way of selling a product but it is a tried, tested and proven method of boosting sales.
The market that Nike Flight energy drink would be aimed at would be the younger more active side of the current Nike market, the advertising mediums relatively similar to the ones in place now. The drink would also be used before, during and after sport.

Competitors
Red bull – Red bull is indeed a very popular energy drink and could cause a few problems. Red bull do have a huge amount of advertising particularly in motor sport, but the amount of motor sport viewers is minuscule compared to that of big football event viewers. Red bull also have a slightly different market, they don’t market to active youngsters after an energy drink before a sporting event. Their market is more a general energy pick me up after a rough night. It is also hugely famous or infamous amongst the night club scene where they make most of their revenue. Conclusively red bull has a slightly different market and don’t pose much of a threat.

Lucozade – Lucozade I think would be the biggest competitor, marketing directly to the active and sponsoring many large sports events, but other than that they don’t appear to have much advertising, leading me to believe that they have many regular loyal consumers rebuying their products on a regular basis.
I believe with promotion and more advertising than Lucozade which isn’t a huge amount, they wouldn’t appear much of a threat.

Powerade – Powerade are mainly an American company and have little of the energy drinks market in the UK. However they do also sponsor sports events and cater to the same market as the Nike Flight would, but again they are not a huge company and could not dominate the current energy drinks market quick enough to be a problem.

Sprite 3G – A recently launched product of the coca cola company, which hasn’t taken off very rapidly and has little hold of customers not any more so than red bull at least, however coca cola is a huge global company and sprite 3g would have to watched very closely to ensure they do not become a problem. Furthermore coca cola being such a huge company and so successful they know the best ways to market a drink, most likely more so that Nike would.

There are a few other energy drink suppliers such as Gatorade, a large American company, Isostar energy and also the new irn bru energy drink. Gatorade do not pose a threat as they are an American company and have no UK audience, Isostar are huge in the sport of ice hockey in the USA but not many other sports and the irn bru energy has had little success.

Advertising
The target audience will be active people from the age of 17-30 and onwards, the current Nike market is very similar to this and thus should help the promotion. Making people aware of your product is crucial clearly.
The first advertising strategy would be to develop some consumer intrigue about the product by not to advertise the product directly, but to have slips with the Nike Flight logo on the odd clothing and in the odd shoe box. Similarly I would (if possible) get famous Nike sponsored professional athletes to drink the energy drink at sporting events, the bigger the event the better, but without mention to the product, confusing onlookers generating interest and intrigue.
Also a website would be in place so that if someone were to enter into google Nike Flight, they would be linked a website with very little on there, just a picture of the logo, possibly a puzzle with a pretend prize that would reveal the product to you. yet again creating more intrigue.
I would ideally do this for approximately a month before the launch date then at big sporting events have a free give away of the Nike Flight drink, at this point we could see how much interest we have created. After this I would continue to advertise as normal, listed below.

Football match Bill boards – viewed by hundreds of thousand of people and Nike are currently advertising on these so it isn’t a huge step in difficulty and also innovation.

Player Endorsement – If possible getting famous footballers to drink the beverage on an advert or actually while training or during a match would make people gain huge interest in the product, but this is a very expensive procedure.

Magazines – Many fitness magazines such as Men’s Health, Fitness magazine etc a very specific and very accessible perfect for our target market.
Also Football magazines in particular would create a lot interest.

Internet adverts – Flash animations (see my blog for this animation www.ashatron.blogspot.com) could appear on football, physical training and health supplement websites. They could appear as a banner at the foot or top of a page, or a vertical ad could also be created.

Advertising Boards on street – (see image of fighter) I intend to create a series of different images illustrating different sports, all these advert will contain the 2 tag lines “True athletes don’t give up…..and now neither will you” and “Go Faster, work harder”. The Poster created refers general martial arts and boxing.


Intentions
The intentions are to make people aware of a healthier alternative to standard energy drinks, gathering the users of energy drinks and make them consumers of Nike Flight. One way of damaging our competitor Red bull is to exploit the side affects and health hazards of taurine used in their beverages.

Design Realization
In coming up with a word for the energy drink I went through a series of relaxed, fast, powerful, speedy adjectives only to arrive at Flight.
The word “Flight” of the Energy drink “Flight” represents the idea of being weightless of there being no difficulty in the exercise your doing as you as hydrated and full of energy and you could do it for ever.
The heart rate monitor underneath the work “Flight” represents increased heart rate by doing the activity you love.
All of those symbolisms are clear as soon as you looked at the logo.

British Heart Foundation Advert

This is an advert i designed hypothetically for the British Heart foundation. My main objective as to make the ad clear, striking and easy to remember.


British Heart Foundation

Research
Why did I choose BHF? I suppose health is a fairly big part of my life. As it should be a big part of everyone’s life. I do find it that so much effort is put into medical research, yet people still continue to smoke, eat without thinking and drink in unhealthy quantities. It seems some what counter productive as those who continue to this end up regretting their actions.

Putting it simply, Health is happiness. The healthier you are the better your body is working, the more balanced the chemicals are in your brain etc so the happier you feel. And of course, if you haven’t got your health you cannot really enjoy your life.

To begin with I went directly to the British heart foundation website (www.bhf.org.uk), to try and get an overall feel of their attitude. The website was very helpful, with extensive knowledge and descriptions into many heart conditions explained in a simple way.

There are a few other heart health related charity organizations such as –

www.heartuk.org.uk
This charity centralizes around heart cholesterol. It gives advice on how to lead an active lifestyle (with a guide for younger people too) and eating tips. Another thing that seems to be a big part of the organization is the telephone advice service which is available to anyone who would like advice about cholesterol. Open 9.30am – 4pm Monday to Friday.

www.sads.org.uk
SADS is a heart charity website but in a very different way, it focuses only on Sudden Arrhythmic Death Syndrome (SADS). Being a charity that focuses solely on a disease that kills its victim instantly it is mainly aimed at helping family and friends cope with loss. The website does however have explanation on heart function, how SADS can occur and how to lead a lifestyle that keeps your heart healthy.
BHF I believe is the biggest heart charity in the UK. Unlike the others it looks at all heart related problems such as angina, heart attacks, smoking, high blood cholesterol, high, blood pressure, physical inactivity, diabetes, dieting and many others.

Ideas
As the brief says text based I first looked at the words “British heart Foundation” and tried to see I in what way I could manipulate that. Then I came up with the Idea of the British Hurt foundation. Trying to relate the word hurt to the loss of a family member of friend through heart problems, but I found when I tried to display this it lowered the overall impact of the advert.
With reference to recent smoking adverts we have all realized that you cannot doubt the power of the shock factor in advertising, especially when it comes to issues as serious health. If this was a full length TV advert it could work very well as the poster being the end image on the advert after the advert depicted families talking about deceased family members, lost through heart problems that would then reinforce the word hurt in the final frames.
I then came up with the idea of taking the BHF logo and using it to represent a vein in someone’s body and very graphically making the vein dirty and full of cholesterol and filth, which would be shocking, but it wasn’t text based.


Design Realization
I then went back to the idea of British Hurt Foundation, but this time I related the word Hurt of British Hurt foundation in a literal way to the pain suffered when trying to live with a heart condition, people may also recognize as the pain of family loss, but that wasn’t as likely.
The message is very simple; keep your heart healthy if you don’t want to contract a heart condition that will put you into a lot of pain. I didn’t think it was so necessary to make people aware of the conditions or consequences of not keeping healthy on the advert. As Heart health is already quite known in today’s society. As for getting them to act on keeping your heart healthy they could find BHF website and find tips on how to do so.
The target of the poster is adults ranging from 18 years of age upward. I did think to make a poster aimed at children, but not only do I think children aren’t really going to care about their of health at such a young age, but their parents would see the advert and this would create a knock affect in keeping their children’s health in their best interests.
I think the advert works in the way that it is so simple, very easy to understand and carries the message clearly. Also with the text being in red, its easy to focus on against the black background so it stands out, but also by the text being in red it brings an air or severity and danger to it with reference to color psychology.
This would hopefully provoke people to think how Heart problems could affect them, making them think of loved ones, unhealthy or elderly and get them to recommend BHF to them. The colors also work very well as they are the same colors as the BHF logo itself, making the reader associate the advert directly with BHF.
The large main text catches the eye then when your eyes drift down to the lower text stating – “if you haven’t got your health, what have u got?” Being a question it begins to make the mind wonder, making the reader think of it more so that if it was a simple sentence. Then the final sentence is very simple and direct “take care of your heart”. That carries the entire message of the poster being the last part of the advert sticking in the readers mind.