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!!

What the Web of Tomorrow Will Look Like: 4 Big Trends to Watch

http://digg.com/d31GdH2

interesting and exciting read!

Running with the world and Digging it!

Nike+




Running used to be the simplest sport there is, all you needed was a pair of shoes and you're on your way. The advances in technology and new media has made the sport into not only one of the most scientific and technical around(from the elite to the newbie runner), but also one of the biggest.

http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/#//dashboard/


In 2006, Nike paired up with Apple to create the Nike+, a device that enables anybody to track and analyze their runs, as well as connect to different runners worldwide. The device included a sensor chip which is paired with the ipod ( and more recently, the iphone, itouch and their very own sportsband) that tracks every detail of your run, while you run.

One of the better features of the Nike+ is its ability to connect you with all the runners around the world, wherein you can connect with them through messaging and even through competing in virtual runs wherever you are.

Running with the Nike+ has taken the sport a long way, and I think for the better. Not only has it increased the appreciation and value for the sport, but the advances in New Media connected an entire globe together. It has opened up new doors for the sport in terms of the global community.

Digg



Digg is a social news webiste that allows its different users to share content anywhere in the Internet through voting and commenting ( digging and burrying).

The site has grown popular since its birth in 2005, and with its 3rd verison, has niched its market and categorized their content into Technology, Science, World & Business, Videos, Entertainment and Gaming as well as a View All section where all categories are merged.

Further more you can create your own profile and connect to different people and digg in to what they're digging!

New media has now allowed surfing the net has now become a social event and content throught this massive virtual space of information is now customizable to every person!

TYPE Treatments

For lack of a good printer right now, here are my type treatments for the logo using these fonts:

• fabolous
  
• rocks edifice
  
• vintage
• cluck ducky
• Giant head

Hopefully tonight we can start mixing and matching them along with the 3 logo treatments.

Logo Directions

So after Week 3( or was it 4?), we've finally narrowed down the logo treatments and directions from 3 ( will post the sketches for another day!). I've been doing some surfing and have grabbed a few pictures as to the treatments and inspirations for the 3 directions I will be editing and choosing from. So here it is!

1. NEON LIGHTS


2. FLAME GRILL


3. Hands/Bite



Here are some of the the Type Treatments ( apart from the ones i downloaded):


Now its back to the drawing board!later!!!

MOODBOADRS

BRAND POSITION MOODBOARDS

KEYWORDS- classic, uncle,frank, funny,candid,honest,rough/edgy



VISUAL MOODBOARD

BRAND POSITIONING, TAGLINE

BRAND POSITIONING STATEMENT

Feed your every fancy at Vera's Burger Shack. Our pure beef burgers are hand made and grilled, just the way your taste buds want them, satisfying your every craving and more. Experience true classic burger joint dining with a personal touch, ever time you walk through our doors.

DESCRIPTOR TAG LINE

Your burger craving.Our joints calling

THE "CATCHY" EDITED TAGLINE

Vera's Burger shack- YES PLEASE


cursory level: common answer/response in ordering/up-sizing /adding on
brand to customer interaction level: an affirmation of granting the craving
sensual-philosophical level: a surrender/ seeking and giving in/ food porn-hunger is sexual...err sensual hahaha

INSIGHT ON DESCRIPTOR TAGLINE on a burger junkie's POV

Vera's market knows and wants their burgers. They don't just eat burgers for burgers sake, but they do because they need to, to satisfy their cravings and to eat that "perfect burger" painted by their taste buds, and that is what Vera's Burger was made to do, through our friendly staff, to our dining experience and mostly, through our burgers, Vera's aim to satisy those cravings.

The new key messaging is an invitation/temptation to just give in and leave all inhibitions at the door to and trust Vera's pure, hand made and fried as ordered burgers.