Briefing Concept Final
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Transcript of Briefing Concept Final
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PROJECT BRIEFINGTEUN BONGERS CMIDM4THIJS VAN LAARHOVENJAN THISSENWILLEM DE VREE
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CONTENTS
‣ Theme
‣ Target Group
‣ Stakeholders
‣ Field Research
‣ Communication goal
‣ Brand Identity
‣ Media Combination
‣ Proposition
‣ Scoping
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THEME | ENJOYING THE CHAOS
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TARGET GROUP | RAILROAD TRAVELERS
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TRAVELLERS | CHALLENGES
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STAKEHOLDERS | NS | Servex | AKO | Rijwiel shop | PRONTO PHOT
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FIELD RESEARCH
‣ Although people are aware of the project, they do not know exactly what to expect.
‣ Common attitude towards project is positive
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• Inform and entertain the travellers and commutors on a trustworthy and playfull manner during the inconvenient years of chaos.
• “Make the chaos enjoyable”
COMMUNICATION GOAL
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BRAND IDENTITY
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MEDIA PLATFORMS
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SENSES
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PROPOSITION
• Instead of getting bored or annoyed by the inconveniences of the Spoorzone Project, travellers will be encouraged to participate in a cross-medial and social activity.As a result, travellers will no longer feel frustrated whenever they miss their connection.
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SCOPE
• One-time-dynamic project
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WHAT’S NEXT?
• Concept Development