OUGD603 - Loved & Found - Pitch

OUGD603

John Lewis - Loved & Found

Pitch 

I was invited to the John Lewis and Partners offices to show the work I submitted to the Loved and Found Brief and previous work I have created.

I brought a sketchbook with sketches I had done over the summer of similar style. 

Submitted Work

I also put together a PDF of some of my more illustrative work that I thought might be relevant.

After showing the panel this presentation they agreed that they preferred my digital work, in particular the swimming pool pattern and the line drawings. They especially like the colours used in the series of three illustrations as it fit with their Scandinavian aesthetic. 

I will now wait for feedback, if I am selected for the next phase I will develop these illustrations further.

OUGD603 - Abbie Howard - Developments

OUGD603

Abbie Howard

Developments

Playing with different type combinations and compositions

 Scanning with coloured images

Cleaned up versions: 

 Negatives for screen printing

 Potential poster design

 Colour combinations

 Experimenting digitally

 Outcome of screen printed poster

 Outcome of screen printed cover art

 alternative colour combinations

I think the screen printed posters have worked well. They would be quick and easy to make on mass and the design can be easily translated into a t-shirt design. This way all collateral sold at shows are consistent. 

The screen printed EP cover is not clean enough and the text obscures the image too much. of all the experiments the noise and dust versions are the most successful. I will explore this avenue further by experimenting with colour and text. 

OUGD603 - Internal Collaboration - New Proposition

OUGD603

Internal Collaboration 

New Proposition

The previous strategy was too limiting and the new one is more appropriate for the resigned.

New Challenge:
'Shake 'n' Vac' is considered less effective than other products on the market as it only masks the smell. It doesn't neutralise. 

New Strategy:
Showcase Shake 'n' Vac as the ultimate quick fix cleaning solution

New Proposition:
'Take the edge off'

Idea generation:
- Be on edge and show shake 'n' vac as the answer. Hard exam? Shake 'n' Vac
- Bad breath / bad hair / sour lemon
- wine takes the edge off adulting. We take the edge off of your carpets
- Scene where all the furniture is rounded
- Literally removing edges and corners from things e.g. famous landmarks
- Situations where the resigned might feel tension: supermarket queues / phone calls / children / grandchildren / money / each other / driving / rain / youths
- Activities to take the edge off: Bathe / hot tea / bake / hug / alcohol / play loud music / massage

OUGD603 - Internal collaboration - Target Audience & Insights

OUGD603

Internal collaboration

Target Audience & Insights 

Millie and myself agreed that our key target market would consist mainly of the ‘resigned’. We will target an older audience who are already familiar with the product. This means they may be more inclined to buy it. Shake 'n' Vac is very easy to use and minimal effort product. Also, this audience band, being older, stereotypically have pets to act as companions and they smell.
Specifically aimed at older single people.

Challenge or opportunity:
to make shake 'n' vac relevant again; showcase it as helping to advance the consumers dating life

Insights:
- They are going to smell and see it eventually
- it still exists 
- you get what you pay for
- who said the cleaners haven't been?

Strategy:
Dating is hard enough. Let shake 'n' Vac do the talking for you.

Proposition:

- wear the trousers
- start fresh
- We've got your back

OUGD603 - Internal Collaboration - Psychographic Bands

OUGD603

Internal Collaboration

Psychographic Bands

Aspirers

Materialistic

They focus on other people’s perspectives and opinions on them rather than their own values.

They respond to other people’s view on appearance, personality, etc.

They place importance of appearance over personality.

Predominantly younger, their core motivation is status.

Succeeders

They have self-confidence and focus on the importance of organisation.

They have strong goal orientation as they want to be successful

Often have an aggressive attitude towards life

Their core motivation is control

Resigned

Predominantly older people with unchanging values

Enjoy traditional roles in life

They prefer the known rather than the new.

Their core motivation is to survive.

Explorers

These people look for challenges and discovery

Always want to be the people to try out new experiences and ideas

They look to be different from other people

Their core motivation is for discovery

Stugglers

They ‘live for the day’

Other groups often see them as victims or losers

They rely on luck rather than judgement to get anywhere with their lives.

Often are heavy consumers of alcohol and junk food. Their core motivation is escape.

Reformers

They value their own judgement. They do what they want to do.

Most anti-materialistic group

Considered as intellects

They have a lot of tolerance

Their core motivation is for enlightenment.

OUGD603 - Internal Collaboration - Research

OUGD603 

Internal Collaboration - Research

We have decided to build a campaign for Glade Shake and Vac.


Background information 
It is a powder carpet freshener which eliminates lingering, pet, tobacco and cooking odours that get trapped in carpets, It helps to make your home smell fresh and clean. It is available in a range of fragrances.

It is for you to shake on dry carpets only and then vacuum up.

The fragrances are 'lily of the valley', 'magnolia and vanilla' and 'fresh lemon.'

In supermarkets it retails between £1 and £1.50

Reviews are great with people saying: "very effective", "just like the good old days" and "keeps the place smelling so good and carpets smelling so good."


A History
- It is marketed and sold in the UK 
- first sold in 1979, the product became popular through the 'Dancing Women' advert. This advert was voted one of the iconic TV adverts in 2000.
- Although the product was on sale in shops in 1979, ITV industrial action resulted in the advert being delayed until 1980.
- The advert was produced by 'Benton and Benson' advertising agency, written and art directed by Peter West and Gary Wilson and produced by Simon Wells. Bob Mahoney directed.



Why choose over competitors?
- Its a calcium carbonate based powder and is not overly toxic to any animals. (however it is advised you keep any animals away or in another room as it can cause irritation.)
- It is very affordable and easily accessible
- leaves a nice refreshing fragrance throughout.
- Has been around for years and is well trusted


How and why did it loose its relevance?
- home remedies for odour fighting products became popular
- adverts for the product is sparse. There is the original Shake 'n' Vac and then the 30 year remake with Jedward. There are no print adverts available to view online. 
- Other brands have come out with alternative products and they do advertise.
- When I think of Shake 'n' Vac I think of my gran and mum using it. This is their target audience (home owners), but my generation are not as aware or keen to buy it. 


Who is their mother brand?
S C Johnson "a family company at work for a better world."

The Company 
- As a family led company, we dont report to wall street. we report to you, and to every family that uses our products.
- We hold ourself to a higher standard than just the industry norm, We call it the Family Standard, and it means being transparent about the products and choices we make.
- Since 1937, the company has given 5 percent of all pretax profits to charity. Also since 2000, S C Johnson have reduced their greenhouse gas emissions from their manufacturing sites by 55 percent.
- The chairman and CEO of S C Johnson is Fisk Johnson and he is the 5th generation of his family to run the company.

The Purpose
- Use less, recycle more and be responsible.
- when you buy one of our products, you put your trust in us. That is a responsibility we take very seriously. 
- For us, transparency is a matter of principle. You deserve to know what is in the products you take home. We want to help you make the best choices for your family. 

The Products 
- we care about making life cleaner, healthier and better. That is why we have spend over a century creating innovative, quality products for that work. 
- 'Glade' is a brand under S C Johnson, along with many others, and they offer dozen of products for all areas of the home. 
- In Glade, Shake 'n' Vac Fresh Lemon, the ingredients are sodium sulphate, calcium carbonate, delomite and the fragrance..


The Competition

Varnish Carpet Cleaner and Upholstery Powerpowder
- retails for £6.50 - £8 for 650g.
- Cleans carpets and removes stains
- Brush the powder onto the carpet rather than shake.
- Keep away from children and pets
- Softens carpets due to conditioner in the formula.
- Uk's No.1 carpet cleaner brand

Neutradol Carpet Odour Destroyer
- Retails for £7.30 for 700g
- will clean your carpet and bring freshness whilst getting rid of all unpleasant odours i.e tobacco, pets, kitchen smells.
- It can also be used in bins
- 4 out of 5 on Amazon
- only use dry, never dampen the formula

Simple Solution Urine Dry Carpet Powder
- Retails for £3.59 for 680g.
- Effective odour remover that removes pet stains fast
- Absorbs wetness, removes odours, easy to use and is safe around pets and children.
- 4 stars 

1001 Carpet Fresh
- Retails for £5 for 600ml
- 1001 carpet fresh is a revolutionary new carpet and rug freshener that safely eliminates everyday trapped pet odours
- The fine quick drying pet foam penetrates deep down into the carpet fibres, instantly neutralising odours.

What are the Shake 'n' Vac consumers saying?
- Paul, 55. "I think it alright, but the dust gets everywhere."
-Leonie, 49. "I think that given the products now neutralise odours, having shake 'n' vac just mask the smell makes it seem redundant. I'd rather use Vanish deep clean."
- Andrea, 58. "I use it because the smell of Toffo (pet dog) to freshen carpets. I like the lemon one. but if i use it too much it makes me wheezy. It can be hard to hoover off of rugs."
- Nicola, 59. "Thought it was crap to be honest. all powder and no scent and no long lasting change. A waste of money. Bare in mind I used it years ago." 
_ Margret, 79. "I've used it only a handful of time to refresh the bungalow. It does what it says on the tin. Yeah I would buy it again to refresh in between my cleaner coming."