Coming up with a range of approaches
The first decision was to choose between producing an end product for either Facebook, Instagram or Sony Music. After a visit from Only Studios, I made the decision to choose Sony Music as they informed me that they have previously done some design work for them. I thought that this was a good opportunity to take as I could get some feedback and advice from them.
When reading through and interpreted the brief, immediately one approach stood out. The target audience is a decision that will inform a large majority of the process and is not specified in the brief. This means a few approaches are possible that are each aimed at different demographics.
Idea 1
A weekly subscription that is delivered to each recipient with music, old and new, that the listener way not have found without it. The printed product would be similar to Spotify's 'Discover Weekly' feature that compiles a list of music the user may not have heard before based on their music history and library.
The first approach is to target a younger audience ageing from 13-24 who associate music purely through digital apps and websites such as Spotify, Apple Music/iTunes etc. The majority of this age group will now only ever digitally stream their music as apposed to buying physical albums or singles.
This approach would be introducing a new, physical dimension to music. The younger half of the target audience age bracket would have hardly ever associated music with something to hold or buy in a shop previously.
Strengths
Weaknesses
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This idea aimed at a slightly older target audience between the ages of 25-50. Instead of being something new like idea 1, this is aimed at people who used to buy physical records and albums before digital music was around. The end result would be something nostalgic and familiar to the audience as they have previously experienced music in physical form.
The idea would play on the familiarity and nostalgia as well as being informative and will make music more accessible for people who may not use digital music often through choice or lack of knowledge.
Strengths
- Audience likely to subscribe or use print
- If it cost money, this audience has more disposable income
Weaknesses
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The third idea aimed at the 51 and over population. People over this age will very rarely or never at all use digital music and so is an opportunity for them to have better access and knowledge about music. As record and music shops are becoming more and more rare, accessing music for people who don't use apps like Spotify and Apple is difficult.
The aim of the project would be something that informs the older generations and makes accessing music easier.
Strengths
- older generations already read/utilise print through newspapers, books etc. This means that they would be likely to subscribe to something or use something that was printed.
Weaknesses
Idea 2
A second idea is to try to combine print with digital to create a multimedia platform. With the growth of technology, print campaigns alone don't stand much of a chance for a few reasons including production time and distribution. This informed the idea to design a campaign/product etc that advertises Arjowiggins paper ranges but that also can be utilised using a smartphone or laptop.
Idea 3
A third idea is to combine the campaign with an already existing print publication. This idea was informed by an interactive ad by Nivea that featured in existing magazines. The Arjowiggins paper would be introduced to a magazine or newspaper. The existing publication would be one that is aimed at creatives that would be more likely to be interested in the paper ranges.
Strengths
- Using an existing publication that already has users, subscribers etc means it would be seen and accessed by a large amount of people straight away as apposed to started with none.
Weaknesses
- The campaign would depend on the publication its featured in and would not stand alone
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