Date post: | 16-Mar-2016 |
Category: |
Documents |
Upload: | bryony-friend |
View: | 229 times |
Download: | 1 times |
W O L F Pa c kB RY O N Y F R I E N DC O L E T T E K E N N N YT O VA L O F G R E NO L I V I a t h o m a s
W E C O N F I R M T H AT T H I S W O R K H a s g a i n e d e t h i C A L A P P R O VA L A N D T H AT W E H AV E FA I T H F U L LY O B S E R V E D T H E T E R M S O F A P P R O VA L I N T H E C O N D U C T O F T H I S P R O J E C T .
B RY O N Y F R I E N D S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .'C O L E T T E K E N N Y S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
T O VA L O F G R E N S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
O L I V I a t h o m a s S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
C O N T E N T S> > I n t r o d u c t i o n
> Introduction 1-3Bryony Friend
> Why Now? 4-7Bryony Friend > The Unilever Brief 8-9 Bryony Friend
> Aims & Objectives 12-13 Bryony Friend
> Methodology 14-17 Olivia Thomas
> Market & Macro Trends 18-25 Tova Lofgren
> > T h e D e v i c e > The Be Bracelet 40-47 Olivia Thomas
> Packaging 48-49 Olivia Thomas
> The App 50-53 Tova Lofgren > Uni Points 54-55 Tova Lofgren
> The Be Active Project Continued 56-59Tova Lofgren
>Aaker Model 60-61
> > T h e C o n s u m e r > Why the office worker? 28-29 Colette Kenny > Consumer Profiles 30-33 Colette Kenny > Competition 34-35 Olivia Thomas > The Be Active Project 36-37 Tova Lofgren
> > M a r k e t i n g > Marketing Introduction 64-75Bryony Friend > Print Advertisements 66-67Bryony Friend
> Moving Billboards 68Bryony Friend
> Social Media 69Bryony Friend
> Street Team 70Bryony Friend
> Business Card 71 Bryony Friend
> Video 72-73Bryony Friend
> PR; Media List 74-75Colette Kenny
> The Launch 76-79Coletter Kenny
>> Conclusion 81-83Colette Kenny
Bryony Friend (B.F.): 2188
Colette Kenny (C.K.): 2155
Tova Lofgren: (T.L.): 2194
Olivia Thomas: (O.T.): 2176
Total Word Count: 8713
1
I N T R O D U C T I O N> >
2
This report will explore the possibility of creating a wearable device that can be worn by the wider
consumer in everyday life. The main function of this device will be to turn the inactive user into
the active user by prompting them to make small significant changes in their daily lives, consequently
leading them to better health and well-being. The device will need to cause little invasion in the
consumers daily routine and be as subtle as possible, effectively creating a healthier, happier you
with little effort.
>>
3
This report will contain competitor’s analysis
consumer profiles
marketing mix
packaging ideas
As well as this there is thorough primary and secondary research behind our thought process, decisions
and aesthetical choices that lead us onto our big idea and overall design and function of our device. To
achieve maximum success with our device and project, included in the report is future recommendations
and plans to enhance the longevity and life span of creating improved health and well-being for the
masses from our device.
B.F.
4
?W H Y N O WLaunching a wearable device in this
current climate for our consumer, is
the perfect time, especially with a
rise in people caring about their
health and fitness. In today’s society
more people are conscious about
measuring their activity and taking
it upon themselves to join health and
fitness clubs to get active. This is
why it is essential for us to take
this opportunity in this current
health conscious society to launch
our wearable device when it is most
likely to be received well.
The health and fitness clubs market in the UK is expected to reach a value of
£2.66 billion in 2011, an increase of 17.3% compared to 2006.(Mintel , 2010)
Spending on sports participation, clothing and equipment is estimated to have
risen by nearly 50% over the last ten years, to be nearing £10 billion in 2010.
(Mintel, 2010)‘‘
5
6
‘‘
7
‘‘“Mobile apps can generate more
brand loyalty than having a mobile-
friendly website, with almost
one in five consumers preferring
to use apps rather than internet
browsers on their smartphones.”
(Mintel, 2011)
All of the evidence showing the rise
in wanting to improve levels of health
and fitness, shows us that 2012 is the
perfect time to launch our wearable
device. Especially with the upcoming
Olympics and the effect this will have
on the country we need to take advantage
of this opportunity.
This clearly shows that apps are
on the rise along with people
feeling unsatisfied with the
levels of fitness and activity.
This is all key and essential
in launching our device in this
current climate.
B.F.
8
9
T H E B R I E F“Within this environment, Unilever wants to offer the wider consumer a wearable device
focusing on turning the inactive user to the active user. This could be some kind of wrist-
worn activity/inactivity band or another wearable device that unobtrusively logs your
activity and reports the data. “
B.F.
10
The Unilever timeline goes all the way back to the 1890’s when it was originally
developed by a Dutch margarine company, Margarine Unie and British soap maker, Lever
Brothers.
The two companies came together and joined forces to create Unilever, which was first
officially established in 1930.
Since then they have grown rapidly and become one of the most established household
good companies, with now a 160 million times a day someone, somewhere choses a Unilever
product. This is not surprising as Unilever now plays host to a wide and varied
selection of brands including ice cream, beauty and household cleaning products.
H I S T O RY C r e at i n g a b e t t e r f u t u r e e v e ry d ay
11
Most recently Unilever has had great success as in 2010 they launched their sustainable
living plan, which is now helping more than a billion people to improve their health and
well-being. This wasn’t there only success of 2010, as there underlying volume growth for
that year was 5.8%, the best they have achieved in 30 years.
Unilever has always strived to achieve the highest standards and now goes on to make small
changes in our lives that will make big changes in the world we live in that altogether helps
to promote sustainable living.
Unilever launched more than 100 brands into new markets in 2010.
Unilever products are sold in a 180 different countries.
Unilever has more than 167,000 employees.
Unilever has more than 400 brands focused on health and wellbeing.
C r e at i n g a b e t t e r f u t u r e e v e ry d ay
‘‘
B.F.
12
To create something that is durable and will have long term benefits to our consumer.
Throughout the journey of creating our device there are certain aims and objectives we want to stick to
that will help us achieve and create the most effective device. Having aims will help us achieve our goal
of a device that will be enjoyed, appreciated and benefits the daily lifestyle of the masses.The key aims
that we hope to consider and fulfil throughout the duration of this brief are:
Become an innovative leader in the field.
To produce an engaging product with a sustainable plan.
To create a meaningful and emotional connection with our consumer.
To promote healthy lifestyle and well-being.
To create something unique that holds high fashion qualities.
To create something that is unobtrusive, subtle and fits into daily life.
A I M S A N D O B J E C T I V E S
13
Research what is on the market in this
field, and what are the pros and cons
of these devices.
Research competitors, look at their
brand ethos and what their strengths
and weaknesses are.
Gather strong primary research that
targets emotions, trends and lifestyle
routines.
Gather both quantitative and
qualitative research to give us the
best insight.
Alongside these aims we have
devised some objectives to
help us achieve the above and
altogether help us to create a
well thought out and considered
product:
B.F.
14
In order to begin the Unilever brief in the most thorough and logical way, we divided our initial
research into the following sections: the market, the consumer, the product and the promotion.
Each section was researched comprehensively using different sources and shared between the group
using two online blogs. (See Appendix)
A clear and detailed understanding of the relevant subjects is necessary to create the most
successful brand strategy from product to promotion. Using different resources all aspects of the
product and its placement will be carefully considered in order to answer the brief in the most
relevant and current way to eventually change the behaviour of the masses. Our research needs
to be focused on current consumer trends for example their changing behaviour and the need for
transparent brands, creating projects and not campaigns that the consumer relates to.
M E T H O D O L O G Y
Fig 1 Fig 2 Fig 3
15
P r i m a ry R e s e a r c h :S t r e e t S t y l e O b s e r vat i o n :In various cities; London, Birmingham and Nottingham,
people on the streets of all ages and professions were
photographed to track current wrist worn trends. They
were asked what they were wearing and why, how long they
had been wearing it for and would it feel strange if
they were to take it off? This was to gain insight into
emotional connection and aesthetic preferences versus
practicality.
The public were also asked ‘What is your favourite
brand and why? What brand do you use every day and why?’
And finally, ‘What do the words active and inactive
mean to you?’ This gave insight into personal routines,
emotional connections, the subconscious effect of every
day brands and how the consumer relates and responds to
the most vital word, ‘active’. This will help to make
the communication strategy more coherent and engaging
in the future.
O.T.
16
Q u e s t i o n n a i r e : An online questionnaire on surveymonkey.com (See Appendix) was completed by over 120 people
to investigate current insight and opinion with our initial target consumer. We asked
questions that were most relevant to the beginning of the decision making process and
gave us strong evidence to move forward with. The amount of responses we received from the
questionnaire gave us comprehensive quantative results, validating our reasons for product
choice.
I n t e r v i e w s :A recorded interview with the Managing Director of Local Advertising and Design Agency,
Nigel Rowlson gave additional insight into opinion and preference for initial ideas, from
a specific consumer angle. (See Appendix) By showing a range of competitor devices, we were
able to really understand the reasons behind his aesthetic preferences. This qualitative
research allowed us to ask additional questions and analyse emotional response and the
consumers viewpoints related to their experiences.
S t o r e O b s e r vat i o n s :Visiting potential retail locations is instrumental to the research, giving a solid
understanding of the target consumer and therefore enabling us to communicate with them
in the most successful way. How the store displays similar products is also important for
product placement and packaging.
Secondary Research
17
O n l i n e R e s e a r c h :Online research is the most accessible and the most relevant for such a current brief,
particularly useful for keeping up to date with the latest competitors, reviews, blogs
and articles. Online articles cover relevant subjects such as sustainability, empathy,
competitors, recent apps and the quantified self.
Websites such as mintel.com and the ft.com will provide evidence from reliable sources
and professionals in the field and those commenting on it.
Websites for current wrist worn devices will provide information that can be analysed
and improved upon.
Brand websites will show available ranges, price points and current wrist worn trends.
Strategic Research:
Completing a SWOT and PEST for our brand and an additional SWOT analyses on a competitor
will enable a comprehensive competitor analysis and raise any key issues which need to
be addressed (See Appendix). An Aaker model will give the brand a stronger identity
and help to identify its USP.
Secondary ResearchO.T.
18
T h e F u t u r e o f C o r p o r at e S o c i a l R e s p o n s i b i l i t y
The new aim of CSR is to enhance positive impacts. In a world full of pessimism, Unilever can
use the innovation of products and services that are beneficial to society to minimise and prevent
negative impacts. It’s important to understand the future of CSR in the implementation with
Unilever. Unilever hope to impact the wider world, thus must take a responsible attitude going
beyond the normal legal requirements.
‘CSR can be resilient if it is part of the DNA of an organisation, CSR will only survive the
vagaries of fickle markets, fluctuating profits, financial crisis and leadership whims if it is
totally embedded in the corporate culture, strategy and governance systems.’ (Visser 2008)
M A C R O T R E N D S
Trends indicate that CSR is part of
a paradigm shift from industrial
capitalism to sustainable capitalism.
There is currently a crisis in
industrial capitalism which lacks in
trust and social responsibility and
within this we will see a rethinking
of the roles companies should play
on society.
The future of CSR indicates
a ‘DNA Code’ (Visser 2008) in
which good governance, societal
contribution and environmental
integrity should be at the
foundations. In order to be
successful in the competitive
market Unilever must be reward-
based, diversified and global
with social networks. The
success depends on ‘creativity,
scalability, responsiveness,
glocality and circularity’.
(Visser 2008)
19
P r o j e c t s n o t C a m pa i g n s
This trend is important in the development of Unilever as it indicates that brands
have an opportunity to create the real. Brands should ‘take risks by creating
exploratory and experimental projects instead of traditional ad campaigns’. (Gangal
2011) The rationale is that since the number of variables in modern marketing is
so vast today, creative experiments are the only way in which brands can innovate
quickly to survive the change. The real change comes with commitment and the project
should be built to live, not born to die.
‘Fatigued by traditional marketing messages, people are far more likely to get
involved with a cause they connect with. So brands are increasingly investing in
projects not campaigns to show what they stand for and to encourage a more meaningful
connection with audiences.’(Contagious 2011) Thus this project will make Unilever
connect and engage with consumers in creative, innovative and meaningful ways.
‘There’s no perfect recipe for success, but brands have to move quickly, be prolific,
stay involved in real life and keep an eye out for what’s new and cool’ (Gangal 2011)
. Consumers are demonstrating a ‘multi-screen behaviour’.
Consumers don’t think about advertising much, they’re more likely to react in
emotional ways. Unilever must extent the relationship with its consumers who will,
as trends predict, increasingly expect dialogue. ‘‘ T.L.
20
S e l f - T r a c k i n g
‘There’s a new generation of self-trackers
who descended from hackers, programmers,
entrepreneurs and health professionals’.
(Singer 2011) These people are united by a
desire to collect as much data as possible
about them in order to make informed
decisions regarding health, productivity
and happiness.
The self-tracking movement, which has
sprung into life over the last couple of
years, is enabled in large part by both
wireless sensing devices and smart phones.
Many people already employ smart phone apps
to track food intake and fitness, but a new
generation of apps also tracks mood. With this
increase in interest in self-tracking, it’s
the right time for Unilever to tap into this
idea to encourage great consumer engagement
and ultimately emotional connections to the
brands.
There has additionally been movement beyond
the smartphone. This is in the form of
transforming existing objects, such as
scales and pedometers, making tracking both
effortless and easy to share. This is exactly
what we hope to achieve; we do not want to
disrupt ordinary life for consumers.
21
C o n s u m e r E n g a g e m e n t
Through primary research we undertook what we had to establish was how the average consumers
feels about sustainability and how they respond to it. What was also important to uncover was
how consumers perceive the messages brands give off and whether this changes their behaviour
for the better or whether they just tire of it.
Consumers currently feel overstretched in terms of the number of issues they are being asked
to take an interest in when purchasing. ‘Eco-fatigue’ has set in and consumers are tired of
sustainable messages and are therefore desensitised to the issue.
Consumer behaviour patterns indicate that people are often locked into behavioural patterns and
are typically averse to change. When consumers are faced with confusion or multiple messages
that make decision making hard, they fall back to habitual behaviour. So, we will endeavour
to make this project a habit to become a part of consumer’s everyday lives. Ultimately the
project will appeal emotionally to the consumer and develop an enhanced relationship between
the two.
T.L.
22
C l o u d C o m p u t i n g
Cloud computing can be applied nearly anywhere. ‘Cloud computing has been an information
technology buzzword for many years’ (Weber 2010). It makes information technology become a
utility. Chuck Hollis from EMC states that ‘this year is the year to get your cloud strategy
together’ (Weber 2010).
23
Cloud Computing has the ability to unify a business, to make it operate and collaborate on
a global basis. With this being said, it also has the ability to boost consumer engagement
on a wide scale. Many firms have not moved significantly to cloud computing yet which suggests
Unilever can become a leader for change and one of the first to tap into important online
trends.
T.L.
24
Additional important trends are:
T h e E m o t i o n a l C o n s u m e r – self empowerment is a personal goal and thus social responsibility and transparency is top on the agenda for companies.
C o n t r a s t s C o - e x i s t – Two major principles in today’s society: 1) the quest for efficiency and
success 2) the ideal of happiness and quality of life.
S o c i a l P r e s s u r e s at W o r k – the key is to understand these and to anticipate the contradictory.• ‘The recycler also dreams of becoming a SPACE TOURIST’
• ‘Grandmother of five spend their inheritance on BOTOX’
C o n v e n i e n c e T e c h n o l o g y
Provides today’s people with a
tool that empowers them and gives
them a degree of ease in a hectic
world.
C o n n e c t e d
Faith in ‘social software’
from a virtual network.
T r a n s pa r e n c y
Implies openness, Unilever
must have an attractive
ethical dimension and
practice a genuine caring
attitude
25
I n t e r a c t i v e P l at f o r m s – Providing people with a mean to feedback will be crucial in
tomorrow’s product development. In the future people will demand a deeper insight into how
various products can benefit and truly empower their everyday lives.
M e a n i n g f u l Va l u e s – Social responsibility, sustainability and ethics are magic words in a society yearning for meaning and true quality of life.
E m pat h i c E n c o u n t e r s – Inspirational and empathic exchange will shape of future businesses and product development opportunities.
H e a lt h a n d W e l l n e s s
Health concerns have changed
the face of the Western culture.
Healthy body and mind will
become a new form of future
capital in the century ahead;
we feel comfortable with the
universal values of the Eastern
mind-set and seek the calm,
healing and recovery it offers.
C o n s u m e r s a n d O p p o r t u n i t i e s
We must remember that consumers
will always demonstrate
both rational and emotional
characteristics. They expect
functionality and quality gift-
wrapped into a great experience.
S m a r t S o l u t i o n s
Intelligent technologies
and solutions facilitating,
educating and emotionally
connecting with people should
be key.
T.L.
26
27
T H E C O N S U M E R> >
28
The initial primary research that was carried out looked at – what people wear
on their wrists, how people defined the word active and what brands do people
use daily. These questions were aimed at the masses, the general public and
therefore gave an extremely wide range of responses. In order to successfully
market the product, a defined segment of the masses needed to be selected as a
target consumer. We considered a few options, including students and families.
However when looking at who, in day to day life, remains sedentary for most of
their day we immediately thought of the Office Worker.
An article named ‘Too Much Sitting’ states that ‘Sedentary behaviours include;
sitting during commuting, in the workplace, the domestic environment, and during
leisure time.’ (2010. Owen, N) This statement expresses our main reason for
choosing the office worker – they are sat down for the majority of the day either
at their desk or travelling to and from work, causing them to be inactive for
long periods of time. We also took into consideration that most companies and
businesses have an office base meaning this target market, although defined, remains
wide. We also recognised that the workplace is often a sociable environment with
the element of competitiveness. We also thought that office workers are likely
to have an interest in the latest gadgets and app related products. These were
our initial reasons for selecting the office worker as our target consumer but
we wanted to back-up our rationale with some primary research. So we used our
initial thoughts as a basis for a questionnaire (Appendix, Page 16). We sent the
questionnaire to office workers only, and received over one hundred responses.
W h y t h e o f f i c e w o r k e r
29
W h y t h e o f f i c e w o r k e rThe results (See Appenix, Page 18)
proved our original rationale to
be correct. For example, with 68%
of the office workers admitting they
sit down for six or more hours each
day. It’s also shown that 72% of them
own a form of smart-phone, meaning
they are up to date with technology.
The majority also selected ‘Social
Networking’ and ‘News’ as their
preferred apps, showing us that they
like to be informed and constantly
updated on what’s going on in their
own world and in others. When it
comes to health and fitness 95% claim
it is important to them yet only 5%
actually monitor their fitness on a
daily basis. This shows that they are
interested in being active but lack
motivation to make it part of their
everyday routine. The results also
gave an age range of 25-35 for us to
target. The questionnaire produced
valuable information that gave us a
solid foundation and allow us to move
forward with research.
?After finding a basis for our target market
we wanted to focus on a more specific
representation of our consumer. By designing
the following creative profiles we were able
to visualise insight into the character of
our consumer by showing what they like, what
they wear and what they use every day.
C.K.
30
Fig 4
Fig 5
31
F #1The first profile is a representation of a female consumer aged between 25-35. She is
a stylish, socialite who loves to stay glamorous and look good for work. She also
maintains strong life ambitions and is aiming to climb her way up the company’s ladder.
She has a disposable income which she more often than not spends on herself in luxury
high street stores such as Whistles, Reiss and Kurt Geiger. With her blackberry by her
side at all times she is constantly connected to her buzzing social life and is able to
stay in touch with the office 24 hours a day.
M #1The male consumer is also 25-35 and much like the female, he is proud of his appearance
and likes to uphold a perfect, groomed image. He is never without his i-pod or Blackberry
and his most prized possession is his Apple Mac Book Pro showing that he likes the keep
up to date with the latest, most stylish gadgets. He likes to spend his well-earned
money in a combination of designer and high street stores from Paul Smith to Zara.
He too likes to socialise in and out of the office, keeping in close contact with his
friends via his Blackberry.
After creating the first two profiles we realised that they personify a small segment
of office workers who are young, stylish socialites. We wanted to open up our consumer
market slightly further and so we created two further profiles illustrating a slightly
older, perhaps more practical office worker.
C.K.
32
F #2This second female consumer is
slightly older aged 30-45. She is
married with children giving her less
time to focus on herself. With this
being said she still cares about her
appearance and realises that it’s more
important to take care of you health
as you get older. Her income is not
as disposable as she has a family to
care for but she will occasionally
spoil herself on shopping sprees to
Kurt Geiger or Whistles to ensure she
maintains her style. She uses her
i-phone to keep up with her hectic
work/home life and also uses news,
travel and finance apps.
M #2Our older Male consumer is also
aged between 30-45 with a wife and a
successful career that he worked hard
for. Health and fitness is important
to him and he spends much of his
spare time either at the gym or on
the golf course. He likes to keep
up with world news, especially the
business world. He likes to look
presentable and smart for work and
by his casual attire it’s clear that
he is fashion conscious. His clothes
are high quality and often bought
from designers like Paul Smith and
Jasper J Conran.
“As you get older you realise that
actually you need to stay very active
and to that end I go to the gym
twice a week and I swim three times a
week.” (Rowlson, N. 2011) (Appendix.
Page 24)
33C.K.
Although there are four separate
profiles each consumer shares similar
attributes:
· They take care of themselves and
like to feel proud of their appearance
· They need to feel constantly
connected to the world around them,
they do this via their smartphones
· They are successful in their work –
if they are motivated they will work
hard to achieve their goal.
· They are all fashion conscious –
this means when designing the product
we will ensure it has stylish appeal.
Previously similar products have
focused on the functionality of the
device whereas we will take a much
more fashion forward approach to
the design. This will set us apart
from the current field and give us a
competitive edge.
Fig 6
Fig 7
34
competition
Wrist worn technologies are an emerging trend, constantly being updated and
tailored to specific consumer needs, particular those with health needs. For
example Constantin Datz’s device for deaf people which transforms sounds around
the user into pictures and the Gluco - a specialised device, designed to monitor
glucose levels for consumers with diabetes. However the race is on to design
products that reach the mass consumer and work effectively and efficiently whilst
keeping consumer the consumer engaged.
Consumers are becoming increasingly aware that their information is highly sought
after and that there’s a lot to be learned from tracking daily activity or routine.
(The Future Laboratory: The Personal Information Economy, 2011).
In order to understand the market the ‘be’ bracelet will be entering, we researched
current and future competitor devices. Some of the devices listed use the same
technology as the ‘be’ bracelet but for different end results.
Jawbone – the jawbone is a
product most similar to the
‘be’ bracelet but where it has
faulted, the ‘be’ bracelet
excels. The lack of wireless
technology and confusing app
have been criticised by many.
The B1 band is designed to
keep track of your health,
no matter your age. It
tracks calorie intake,
sleep patterns, heart rate
and is also a watch which
tell the time and date. The
information can be tracked
onto a personal web page.
35O.T.
S2H Replay is a device
designed to improve activity
and gain rewards. Replay
tracks physical movement
and rewards the wearer after
60 minutes of activity by
generating a reward code for
S2H.com.
Although many of these wrist worn devices have similarities, their main
fault is their aesthetic appearance and longevity. The ‘be’ bracelet stands
out from the rest because of its fashionable design, the consumer would never
notice that the bracelet is intended to improve their inactivity instead it
speaks of style and subtlety.
Mnemonic is a device
designed to remind the
user of anything they’re
forgetting. This uses
similar principles to
devices which remind
users to be more active.
The Helix is both a pen
and watch, although not a
direct competitor, it has
a sleek and more subtle
design then most other
devices.
Fig 8
Fig 9
Fig 10
Fig 11
36
37
From all our research into our current trends, consumer and competitors, we
have created a brand, a project and a davice that we believe will chnage and
benefit the lifestyle of our desired consumer for the better.
We recognise that people aren’t robots and can’t be programmed. However there
are lots of things we can do to influence the way consumers behave. This project
motivates consumers and will make a change. The way it will do this is by being
understood, being easy, being desirable, being rewarding and becoming a habit.
The Be Active Project is about using cleverly designed rewards, motivators and
challenges based on the consumers wants, needs and aspirations to influence and
guide consumer behaviour.
T.L.
38
39
T H E D E V I C E> >
40
t h e b e b r a c e l e tThe ‘be’ bracelet is a wrist worn device which measures the user’s activity and links wirelessly to
an app. The user can set themselves daily goals and track their progress at any time of the day. The
‘be’ bracelet is simple and effective, designed to be worn by the masses and enable them to take
small steps to help change inactive behaviour.
The aesthetic of the bracelet is key; it is hard for consumers to create an emotional connection with
a product that isn’t aesthetically pleasing and speaks purely of technology. However a design that
is suited to the consumer, (stylish, unobtrusive and professional) is immediately more appealing and
creates a stronger connection with the consumer. An emotional connection also helps to build belief
in a product and in the consumer themselves.
We have designed two different bracelets, one male and one female; this gave us the freedom to
tailor the designs and appeal to a larger audience. The only difference between the two bracelets
is their physical appearance; the technology and promise of making the consumer more active are
apparent in both.
41
In order to keep the device sustainable and environmentally friendly, working within the brand
ethos of Unilever, the materials of the bracelets have been carefully considered. The male
bracelet is a simple stainless steel band with a buckle to adjust the size and the female bracelet
is made from black leather, with a small gold bar in the middle.
Stainless steel has proven its worth as a sustainable and eco-friendly material.
Stainless Steel also has a long life, doesn’t require any chemical finishing and also does not
corrode. This means the bracelet will have longevity and the consumer doesn’t need to be concerned
about it being damaged throughout daily activity.
The female bracelet is made from black leather with unique properties such as its high tensile
strength and resistance to tearing and flexing, the band is again difficult to damage during daily
activity. It is resistant to abrasion in both wet and dry conditions and is soft and supple,
enabling the bracelet to be comfortable against the skin, truly allowing the product to be
unobtrusive and a pleasure to wear.
‘‘‘It uses primary energy sparingly, saves non-
renewable sources and limits the waste stream.
Production and recycling are not separate
stages in the life of stainless steel it
is important to notice that they are one
and the same process. Any stainless steel
object has about 60% recycled content within
it.’(bsstainless.co.uk, 2011)
O.T.
42
M A L E
Fig 14
Fig 13
Fig 12
43
M A L E F E M A L E
O.T.
Fig 14
Fig 15Fig 16
Fig 17
44
Both bracelets have the following features:
A c c e l e r o m e t e r : to track how much the user moves and walks.
C l o c k : to enable the user to track what time they were active or inactive and how long for.
T h e G P S s ys t e m : to show the user where they have travelled to and from. Also
allows advice to be tailored depending on the consumer’s location.
Waterproof: no need for the bracelets to be taken off and forgotten about, promising 24/7
tracking and the most effective results.
W i r e l e s s : The bracelet is wirelessly linked to an app; this can be tracked on a
smart phone, tablet, computer, or all of the above, depending on the consumer’s preferences.
Having data wirelessly transferred to your phone means the consumer can check their progress
at any stage of the day and night. This will become routine, just as it is to check emails and
Facebook.
Both the bracelets contain batteries which charge using a small station that plugs into the
mains. When the user places the bracelet onto the station, an induction coil in the station
creates an alternating electromagnetic field which a second coil in the bracelet takes power
from, converting it into an electrical current to charge the battery.
45
The beauty of the ‘be’ bracelet is its subtlety, the core technology is hidden within the
bracelet and without being obtrusive, its physical presence on your wrist reminds the user
of the changes they want to make and nudges them to check their progress often, initiating
routine and longevity with the product and ‘be’ brand. Both male and female bracelets are
understated, stylish and designed around the user, not the technology they encompass. The
designs have been kept minimal so that they effortlessly become part of the consumer’s
lifestyle. This decision was made following street style observations as we noticed many
men and women were both wearing hair bobbles on their wrists and said they didn’t even
notice they were wearing them.
O.T.
46
We considered different market areas for the distribution of the product for
example, sportswear shops and mainstream department stores. However, the intention
of the ‘be’ bracelet aesthetic is for the consumer to wear them because of their
design, with the additional benefits of improving your well-being by tracking how
active or inactive you are on a daily basis. We visited high end fashion retailers
and observed their most frequent consumers. We found that the consumers entering
these shops were of the right age for our target consumer and were shopping in
and out of working hours from offices. Following this research, we felt it best
reflected our product and would reach the office worker in the most effective way
by being sold in these fashion retailers. For men: Ben Sherman, Fred Perry, Ted
Baker, Zara, Massimo Dutti, and Gap. For women: Whistles, Reiss, Ted Baker, French
Connection, Jigsaw, Cos and Zara. The bracelets will also be sold in department
stores such as Harvey Nichols, Selfridges, House of Fraser and John Lewis.
‘More people working in managerial and professional occupations will help the
market to prosper as these affluent consumers have the highest expenditure on
watches and jewellery. Independent jewellers are the top choice destination for
these consumers so these outlets will profit from continued upward mobility. ABs
also show the greatest interest in experimenting with unusual or contemporary
jewellery designs.’ Mintel 2011
The bracelets will be sold instore for £40, a similar price point to jewellery
that is currently sold in the chosen retail stores, and includes the price of
the app. The technology required is currently available, however the brand will
release new editions of the bracelets with updated technology to keep current and
get the best results.
47O.T.
48
The bracelets will be sold as part of the ‘be’ brand, under the Unilever portfolio and so the
packaging needs to reflect the Be Brand identity and ethos.
The design relationship between the device and its packaging were carefully considered. With the
retailers in mind, we wanted packaging that was different to others in store and that which felt
honest and natural to reflect the brands ethos. The bracelet itself is presented in a cardboard
pouch and tied with string which is then sold in a traditional paper bag with the ‘be’ logo as its
seal. In contrast to the traditional materials used, the packaging has contemporary typography and
graphics. In keeping with Unilever’s will to move forward without impacting the environment, all
the packaging is 100% recyclable.
PA C K A G I N G
The packaging is to be as if the
consumer is receiving a gift, not to
be thrown away but kept and treasured,
or even re used. This will also help
to build an emotional connection
and keeps the product sustainable.
When new bracelets are released, old
versions can be sent back to the brand
and recycled if the consumer chooses
to invest in the latest product.
Fig 18
49O.T.
Fig 18
Fig 19
50
T H E A P PWe’ve developed an engaging app
to link the consumer to constant
activity. The apps works in sync
with the consumers wants. They set
their own daily goals in accordance
to what interests them. We provide
challenges in order to create a
sense of competition and fun for
the consumer.
The challenges include the
walking challenge in which you
set the amount of steps you want
to do that day; we will provide
recommendations and support along
the way. Another challenge is the
Water Challenge which advises
consumers to drink 2 liters of
water or more should the consumer
choose to. The third challenge
is the Stop Challenge is which
consumers confess what they would
like to stop e.g. Smoking, Watching
TV, Being Lazy and we provide them
with activity to do which serves
as active distractions. We then
supply a progress monitor which
guides consumers throughout their
day, always at their fingertips to
reach their goal.
51
We kept the app simple and the progress
monitor allows you to see your level
of activity in relation to achieving
your goal. Immediate feedback will
be given on consumers efforts.
Since the subject of activity and
sustainability is hard to understand,
consumers need tangible solutions in
order to engage with the issue and
this is exactly what we are supplying
with the App. The App is constant
and the tracker appears on the home
page so it’s continuous and easy to
understand. This will make consumers
fully aware of their progress and
get rid of any illusion that they
might forget about the project and
the device.
T.L.
52
53
54
These points will enable the consumer to
feel good about making the right choice.
Even when the consumer’s decision is
based on self-interest, we will point
out that they have contributed in some
way for the better. If consumers achieve
their daily goal, they receive a Unipoint.
These points amount to a weekly amount,
if consumers gain 5 or more Unipoints in
a week they can collect the weekly deal.
These deals vary week to week and feature
deals across all genres of products. There
is also an option to Be-generous in which
consumers can donate their points to the
charity supported by Unilever which will
be converted to money. The idea is about
moving for change, whereby activity on the
consumer’s part is making a big difference
to the life of others and this makes
consumers want to carry on and feel great.
The deals are designed to recognise and
reward active behaviour.
T H E U N I P O I N T S
55
The way in which we quantify and display this to consumers will express the contribution
made in a way they can relate to. Importantly, we will delve into data visualisation
and display an inspiring and engaging visualisation of the consumer’s data.
By rewarding consumer’s efforts and making them see that their activity is changing
the life of others, which will be seen through the portal, the alleviation of guilt
will act as a motivator to engage with activity and sustainability.
T.L.
56
I n s ta n t G r at i f i c at i o n
The progress monitor will provide information in real-time to the user which will reinforce and
push the need to be active. The progress monitor along with the App and the online portal will
all be used as great motivators for activity, so that the idea is never forgotten and activity
never stops. This will eventually become a part of their everyday lives through these mediums.
Through the innovation of
ideas Unilever will overcome
competitive barriers and
instead will open up a new
market for a fashion forward
device. In a market that is
dominated by companies that
are less sensitive about global
issues Unilever can and will
stand out. This innovation
doesn’t have to be radical or
disruptive; instead the project
will offer opportunities, new
ideas leading to big change.
The Be bracelet is a ground-
breaking effort in the market.
The bracelet is designed to be
worn every day and something
the consumer enjoys wearing,
making it unique in its appeal
to the conscious consumer.
We have established an open,
two-way dialogue and will
set up a ‘customer feedback
= reward’ engagement system
for loyalty which will all
be visible on the portal.
The project will not require
compromise from the consumer,
and will innovate to ensure
the project delivers unique
value that is clearly
discernible to the consumer.
I n n o vat i o n
Our aim is for Unilever to be
at the front of innovation
in becoming a leader in
the field. Unilever need to
be at the bleeding edge of
technology and by driving
forward innovation in the
area of sustainability and
brand communication this can
be done. Thus the development
of the App and Portal will
provide a great atmosphere to
engage the consumer socially.
57T.L.
Fig 20
58
M a k e i t P e r s o n a l
The project will get consumers to relate to their activity issues and
empathise with the need for immediate action. Research shows that the
human mind has a natural tendency to focus on the problems based on
their proximity and many people find it hard to relate to issues that
don’t relate to them directly. For this reason the Be active project
will relate to the personal issues of the consumer by allowing the
consumer to set their own daily goals and giving them control. By
establishing links between the characteristics of sustainable brands and
the personalities and preferences of individual consumers an emotional
engagement will form.
Additionally, by using a local charity Unilever can employ local
issues as levers to help consumers relate to the global and wider
issues. Moreover, by personalising through tangibly connecting the
environmental choice to a personal benefit to the consumer, there’s much
more likelihood of change. For example, the fashionable bracelet will
encourage consumers to be active and by localising it they are more
likely to use it every day.
59
S i m p l i c i t y
Additionally we must make it easy, from our primary research most consumers said that
helping others and protecting the environment was important to them but according
to trends very few will actually translate this into tangible action or a change in
lifestyle. This is because consumers are creatures of habit and find it hard to break
free from the behaviours and patterns they’re used to. Consumers typically take the
path of least resistance, which therefore becomes an important factor in the design
of the Be active project.
Q u i c k W i n s
By helping consumers to gain quick wins, they can then graduate on to further
commitments. The will help consumers to comfortably and conveniently start to address
sustainability in their own small way and will help Unilever to win the long-term
loyalty of consumers. The daily challenges will start small and graduate to become
more progressive with the project. This will be done whilst tracking their performance
against other challenge takers on the Be active portal to create a great social
atmosphere and to motivate one another to keep going.
T.L.
60
61
62
63
M A R K E T I N G> >
64
65
There will be several elements that will surround our ‘Be Active’
project before the official launch. This is to create buzz, excitement
and curiosity about who we are, what we stand for and what ‘Be’ is
all about.
We will be achieving this via a variety of different media methods,
including print, viral video and radio. The main factor that was
essential when creating all these different forms of media promotion
was that they constantly linked back to the ‘be’ brand, creating
strong brand association and identity putting the ‘Be’ stamp firmly
in the minds of our target consumer.
It was critical for us that our target consumer was already familiar
with the ‘be’ logo before the launch as this would cause them to
be eager and excited to gain the answers behind the promotion that
has been surrounding them each day and causing their ever-growing
curiosity.
B.F.
66
The first element of our ‘be active’
campaign to be pushed out will be the
teaser adverts. These adverts will be
kept very mysterious and lack little
information. We have achieved this by
only showing half of the models faces in
the adverts, so all you can see is from
the nose down, causing your attention
to focus on their lips.
P R I N T A D v e r t i S e m e n t sPlaced on their lips will be the ‘be’
logo sticker sealing them down, this
will be the first time our consumers set
eyes on the ‘be’ logo, so this is a very
significant moment in the chain of our
promotion. The reasons why the adverts
achieve the anonymous element so well
is without seeing a person’s eyes it
is hard to identify them, and without
any text or explanation surrounding an
advert it is hard to come to a theory
or gain any real information behind it
all.
Fig 21
67
The only clue the viewers will have when
coming into contact with the adverts
will be the ‘be’ logo, which will
hopefully imprint into their minds. As
well as this in the bottom corner of
each the advert there will be there
Facebook logo and a link saying the ‘be
active project’.
The location of these adverts will be
on tubes, buses and on billboards of
heavily populated and thriving cities,
these locations are key as that is where
our target consumer, the office worker
will most likely come into contact with
them on their day to day lives.
B.F.Fig 21 Fig 22
68
M o v i n g B i l l b o a r dTo accompany these adverts there will also be similar set; however they will be moving billboards.
The biggest difference between the two different forms of averts is this one will contain text.
The ‘Be’ logo is once again seen, but this time there are words that follow after, which change.
The words the will be appear on these adverts will be, be active, be inspired, be beautiful and
be generous and so on. These short inspirational sayings are key to our ‘be’ project as they are
brand ethos and lifestyle goals that we hope to achieve, live by and pass on to our consumers.
Fig 23
69
Fa c e b o o k a n d S p o t i f yAn important element of any marketing
strategy is targeting the social media
sites, especially with them being so
prominent in today’s society. There will
be a ‘be active project’ page for those
who want to know more , all they have to
do is ‘like’ the page and they will
gain more information about who we are
and what we are doing. On this page there
will also be a link to the website where
the promotional video can be found and a
countdown to the official launch of the
site.
Another more upcoming media device that
we will be targeting as well is Spotify,
we feel this is really engaging form of
communication that will target the younger
end of our consumer successfully.
B.F.Fig 23
70
S t r e e t T e a m
The next key factor of our ‘Be project’ is down to
our street team. These groups of ‘be’ promoters
will be found in the streets of cities dotted
around the entrances of tube and train stations,
bus stops and busy thoroughfares. These locations
have been picked for our street team as this is
where they are most likely to come into contact
with our target consumer.
The street team are being used to hand out ‘Be
active’ promotional packages this creates a more
emotional connection with our consumer, as it
is actually gives them something to hold on to
and keep. These packages will be recyclable like
the packaging of our device, as this once again
reinforces the lifestyle we live by and want to
promote.
Inside these packages will be stickers, business
card, mini postcards of our ‘Be’ adverts, stamps
and tips, facts and advice on how to be healthy
and improve your lifestyle.
Fig 24
Fig 25
71
B u s i n e s s C a r d
The most essential element found within these packages will be our ‘Be’ business card. The
business cards are a key component within our promotional strategy as they have the all-
important link to the ‘be active’ website. This is vital as this is the only other source,
aside from our Facebook page, that potential consumers will come into contact with this link.
We have kept the design of the cards very simple, clean and contemporary as this will
contrast with the recyclable look and style of the promotional packages, and the contents
found within. This design decision was made of a very neutral background and modern vibe as
it most importantly draws the attention to the link.
As well as our logo and link to the website found on the card we have placed our lifestyle
goals and motivational statements that were previously seen on the moving billboards.
B.F.Fig 26
72
The final and most engaging element to
our marketing campaign will be our viral
teaser video. The teaser version of
our video will be found on our website
alongside a countdown to when the website
will officially be launched in May 2012,
along with full version of the video. The
‘be’ campaign teaser will also be placed
as an advert before YouTube videos ,
we will mainly be targeting on placing
it before Health and fitness videos and
the current most played music videos.
This should grab people’s attention and
hopefully guide them on to the Facebook
page and website.
The video shows the morning routine of a
young male and female office worker before
they go to work. Shown throughout will
be activities such as having breakfast,
brushing teeth and getting dressed for
work.
V I D E O
73
The video is shot in a contemporary black and white effect once again in keeping with our
logo and this also connects to our advertising campaign as you also only ever see the male and
females mouths, enhancing the element of curiosity and linking the whole campaign together.
The video starts and ends with the ‘be’ logo so our consumers gain recognition with our logo,
however the end sequence also shows are brand morals, be active, inspired and so on.
The full length video will have it first preview at our launch event to the press and bloggers,
from then it will get placed on to our website replacing the teaser video. Allowing the
public to see the full version of the video and browse are freshly launched website.
B.F.
Fig 27 http://youtu.be/1lHp63CWEGY
74
We created a media list after deciding where and how we would like to promote our product and concept.
M a g a z i n e s a n d N e w s pa p e r s
· Metro - This free newspaper is handed out daily at most underground stations in London and is
read by around 17 million people each day (metro.lu 2009), many of whom are commuting to and from
the office.
· For our female market the product will feature in magazines such as: Style on Sunday, Cosmopolitan
and Grazia. These are all fashion forward magazines that target stylish, ‘everyday’ women. They are
also published weekly, meaning the content is all very current.
· As for our male consumer we decided on ShortList magazine as it appeals to our consumer age and
includes a style and a gadget section, both of which could promote our device. Also Men’s Health
magazine as it remains the biggest selling men’s magazine in the UK (pressgazette.co.uk, 2011) and
targets men who like to look after themselves and lead an active lifestyle.
P R > > M E D I A L I S T
75
O n l i n e
25% of employees use the Internet for personal use during office hours for at least ten minutes
each day (McKay, D. About.com) so advertising online would be ideal for this project. We
will use popular sites like YouTube, spotify, facebook and twitter to show our promotional
video and introduce our concept.
T e l e v i s i o n
As Unilever are already an established brand and ‘be’ are working closely with them it could
be possible to advertise the product on TV. Also because the concept is very current and
innovative shows might be more inclined to feature the ‘be ’bracelet. Programmes such as
The One Show on BBC One include a section on products/gadgets where the bracelet could be
introduced and demonstrated.
C.K.
76
These marketing methods will be used to create hype
as a build up to the official launch of the device and
the ‘be ‘ brand. The launch itself needs to answer
any questions that the adverts have raised and put
an end the mystery that surrounds the project. The
launch must be exciting for those attending, relevant
to our brand and informative about the device. The
event will be open to the general public but we will
also be inviting special guests that we believe will
be interested in our product and potentially help
with promotion including:
· Members of the press
· Representative from potential retailers, such as
Whistles
· Respected names from the fashion field who have
a keen interest in ethical values and well being
for example, Emma Watson who has recently created
a collection for environmentally friendly fashion
label People Tree. Inviting a well-known, appreciated
celebrity will also attract more attention to the
launch and encourage further press coverage.
· Executives from Unilever
LAUNCH
77
To continue with our consumer theme, the event will be held in an up-market office
space along Canary Wharf in Central London. As guests arrive they will receive
our promotional package previously mentioned but with an additional free ‘be’
bracelet which they will be asked to put on straight away. The guests will be
taking part in a mini competition to see how many steps they take during the
event and a generous donation to charity will be made in the winner’s name. The
full version of our brand video will be showcased for the first time and will be
used to grab the guest’s attention before the introductory speech. The speech
will be given from our ‘be’ team at which point they will explain our concept
as a brand and demonstrate how the device itself works. They will also introduce
the various activities for our attendees to enjoy. These activities consist of
three interactive checkpoints which include:
14.05.2012C.K.
78
79
· The Water Point – Everyone is encouraged to take a free bottle of flavoured ‘be’ water to
keep them energised and refreshed throughout the evening.
· The Walking Point – Here the guests will have the opportunity to experience the whole process
first hand. There will be interactive tablets so they can access our website, learn the unipoint
system and have a look at the app. They can also sync the tablet to their ‘be’ bracelet to see
how many steps they’ve taken so far and how many more they may need to win.
· The Stopping Point – When starting to make changes to your lifestyle you must also think
about what needs to stop. This checkpoint gives people a chance to recognise any bad habits and
seek advice on how to address them. The guests can simply enter their bad habit e.g. smoking,
into the tablets and the ‘be’ advice generator will offer simple steps on how to give up.
All checkpoints will be linked by light-up flooring which will illuminate when people walk
across it, this will give the event a fun edge and hopefully encourage more steps to be taken.
We want the event to be as interactive and as interesting as possible whilst staying relevant
to our project. The attendees must feel as though they are part of something special and
innovative. When people are actively involved with something they will show more of an interest
and understanding than if it is simply explained to them.
C.K.
80
81
C O N C L U S I O N> >
82
After researching the market, considering our
consumer, creating a functional product and
devising a promotional strategy, we believe
we have successfully created a product and
brand that can be taken seriously within the
market and has the potential to be a great
success. We achieved all of our original aims by
effectively addressing the objectives through
insightful secondary and primary research.
The product itself is unobtrusive and subtle
making it part of the wearer’s everyday life
and its durability ensures longevity. The app
and progress monitor provide the owner with a
constant motivation to do better along with
the Unilever point scheme which allows them
to reward themselves or others. These small
motivations provide an emotional connection
between the wearer and the device ensuring
sustainable, long term usage.
83
After finalising the project we then began to consider what the future may hold for ‘be’ and how
the brand would be developed and continually improve. This is a long term project that will become
part of the consumer’s lifestyle and really make a permanent difference to their wellbeing. Over
time the device itself will be updated as technology advances so that it remains current within
its technological field, this will mean its functions will evolve along with the features of the
app.
The design of the device will continue to develop alongside trends in the market, we have also
considered different versions of the current design for example – the men’s ‘be’ bracelet in
black. We have also looked into the possibility of a future collaboration to ensure the product
remains stylish and in demand. Perhaps with a high-end jewellery brand like Links of London or
with a high street designer like Kurt Geiger. Another method of furthering our project could be
to focus on a new consumer segment, for example students; encouraging a more active lifestyle
but tailored to their way of living. The further we expand our concept the more room there will
be for product extension and the creation of more ‘be’ brand products e.g. sports equipment,
water bottles.
We truly believe that the ‘be’ brand is
transferrable to many different fields as its
not only promoting a product it’s promoting
a lifestyle, a lifestyle that is easy to
manage and more importantly, maintain. The
short term and long term health benefits
are undeniable; by improving your level of
activity and overall attitude towards an
active lifestyle now, you are ensuring a
healthier, more fulfilling future.
C.K.
84
85
86
87