GO BANANA!- Getting Started

PROBLEM

Not enough kids are eating BANANAS these days. They're eating too much candy.

OBJECTIVE

Get kids to eat more Bananas by creating a promotion campaign that will change the perceptions of bananas as an awesome power snack!

TARGET MARKET: Tweens and Teens

- Teens and Tweens are a highly impressionable and influential market. They don't easily give in to what's "in" and "cool" and prefer being their own judges when it comes to style and preference. A digital native bracket, teens and tweens put high regard in terms of defining themselves amongst a highly connected social network.

Here's a Map of the traits and qualities that I felt were most important in the focus of my campaign:
Sources:
http://www.toydirectory.com/monthly/article.asp?id=918
http://www.businessweek.com/technology/content/aug2007/tc20070815_636359.htm

I went a bit further by just making a mood board of the Tween culture and sort of put the different images present and preferred in their culture today. In short, these are the "cool" things for them:





RESEARCH

Coming up with an all media campaign to promote something your market doesn't necessarily enjoy was quite a challenge. It was important for me to really study the backgrounds of both my market and product in order to find a "bridge" or message I could connect with them.

Having already researched on what to look out and watch out for my market, I then went on to researching everything and anything there is on the banana.

As I have already known, there's a lot more to the banana than meets the eye. My research involved getting everything from about the fruit:

- History
- Health Benefits
- "Family Tree" ( did you know that bananas comes from herbs(plants) and not trees?)
- what bananas can heal/do
- bananas in pop culture ( tv, radio, movies,etc)
- banana Trivia

Too much to write everything down here. SO here's a map out of everything I learned!



I then went on to just browse the web in search of images, music and videos on the fruit..anything media and interactive which I found annoying,funny,interesting is here haha
(** cant post youtube videos here!! So this will be just the link)

http://www.youtube.com/watch?v=KNHSIge21LM-bananas in pajamas
http://www.youtube.com/watch?v=tqnQdN4rDWU-dancing banana
http://www.youtube.com/watch?v=qwRMYz1vfcQ-banana man
http://www.youtube.com/watch?v=FG8cbZL44VM --banana dance
http://www.youtube.com/watch?v=upjq3sw8zDw&feature=related- banana song
http://www.youtube.com/watch?v=LH5ay10RTGY&feature=related-i'm a banana
http://www.youtube.com/watch?v=QDlQm5jFL50&feature=related- bana nah nah nah
http://www.youtube.com/watch?v=BFiuFY2z6Xc&feature=related-banana sensual
http://www.youtube.com/watch?v=RFDOI24RRAE--chiquitita banana
http://www.youtube.com/watch?v=Kgjkth6BRRY- hollerback girl
http://itsbananasmusic.com/-crazy site
http://www.youtube.com/watch?v=flMS2gHFOH0-dickies banana split

Here are a couple of banana mood boards:

Banana in the web and pop culture


Banana Men!



Ergo- The World Wide Web is already filled with bananas. So it was quite a challenge for me to get something going that will either set it apart or summarize it.

Sources:

banana diet
http://diet-trends.suite101.com/article.cfm/how_to_do_the_morning_banana_diet
http://www.cbsnews.com/stories/2008/10/24/earlyshow/health/main4542997.shtml
http://morningbanana.com/topics/frank-grant-banana-man

http://www.banana.com/
http://bananasweb.com/

trivia
http://thelongestlistofthelongeststuffatthelongestdomainnameatlonglast.com/trivia78.html
http://www.corsinet.com/trivia/bananas.html
http://www.foodreference.com/html/fbananas.html

curious george
http://en.wikipedia.org/wiki/Curious_George

So with all those reading and researching done comes the fun stuff, concept and ideation!!