Date post: | 27-Jun-2015 |
Category: |
Design |
Upload: | madeinlambeth |
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TAKING THE
TO THE NEXT
LEVEL
The challenge • B£ has plateaued, relying on the loyalty of a
hardened band of 100 followers
• The rational benefits of using the currency are
not sufficient to reach a wider audience
• The brand is stale and is not creating an
emotional and cultural connection with any
particular group
THE CONTEXT
The challenge How can we rejuvenate the B£ and bring it
to a new audience?
THE CHALLENGE
How do we achieve thi
• Target a specific audience
• Appeal to that audience
• Differentiate ourselves from the
competition
HOW DO WE DO IT?
TARGETING AN
AUDIENCE
HIPSTERS
YOUNG PROFESSIONALS
YUMMY MUMMYS
HERITAGE
OUR TARGET:
YOUNG
PROFESSIONALS
How do we achieve thi
• proven users of B£, but we’ve only
scratched the surface
• committed to the area (not tourists)
• disposable income, time rich
• Huge market (33% Brixton residents are
25-34 – resident survey)
WHY YPs?
APPEALING TO
YOUNG
PROFESSIONALS
Even though Brixton is part of the city, it
feels like there is a village in some ways
because there is quite a feeling of community
here.
I cannot articulate why that is, but I feel that
very strongly, and I'm sure that there are
many other people who would say that they
feel part of north London rather than south
London, and with Brixton I don’t know.
Young Professional, early 30s, Brixton
How do we achieve thi
Young professionals are moving in droves to
Brixton because it is culturally and
commercially vibrant community that has a
distinctive sense of place
YPs & BRIXTON
How do we achieve thi
How can the B£ appeal to this emergent
group without compromising its integrity and
alienating longer term residents?
YPs & BRIXTON
THE INSIGHT
No gentrify-er thinks
they are gentrify-ing
THE IDEA
Over the years Brixton has come to stand for
vibrancy, originality and independence
From Van Gogh to Eddie Grant, Brixton is
more of a state of mind than a tradition
With the right attitude, anyone can become
part of Brixton's culture & folklore
We want adopting the B£ to become a right of
passage for people who want to enter into a
Brixton state of mind
BEFORE > AFTER
IMAGE
Functional,
public sector
TONE OF VOICE
Descriptive,
rational, worthy
>
>
Modern,
vibrant,
relevant
Witty,
challenging,
proud
CAMPAIGN 1
CAMPAIGN 2