Import/Export
Brief
Import/Export
The aim of this summer’s research is to start thinking about design and communication in global terms and inform yourselves about local issues and and i idea that could be translated internationally.
Collect examples of ideas, services, innovations that could be imported or exported between countries. Compile a ‘Top 10′ of ideas and analysis.
For example, a recent article in The Independent newspaper reported that there is new scheme for the city of Ghent in Belgium to go vegetarian one day a week. Would this work in London?How could it be promoted? Conversely, are there any innovative concepts from the UK that could be successfully implemented in another country?If so, what cultural issues would need to be taken into consideration?
My ‘Top 10′ ideas/services/innovations
In no particular order,
1. The Venus Project
The Venus project is a bold, new direction for humanity that entails nothing then the total redesign of our culture. in the world we are living now, people today are mostly concerned with unemployment, violent crime, replacement of humans by technology, over population and decline in the Earth’s ecosystems etc…The Venus project is the solutions which dedicated to confronting all of these problems. The Venus project offers a comprehensive plan for soical reclamation in which human beings, technology and nature will be able to coexist in a long-term, sustainable state of dynamic equilibrium. In our everyday living, we often heard social probles that face us today, global warming, poverty, hunger, crime but yet, how oven do we hear of a workable plans for alleviating many of these social problems? The Venus Project proposes a socail system in which automation and technology would be intelligently integrated into an overall social design where the primary function would be to maximize the quality of life rather than profits.
2. Liberal Education
Liberal education is termed “a philosophy of education that empowers individuals with broad knowledge and transferable skills, and a stronger sense of values, ethics, and civic engagement. It is not just only mathematics science are important as education for children. They should have the freedom to choose what they are interest in, and what subject they should dedicate their student life in. Mostly, student should all to be more challenging encounters with more concerning and important issue, and more a way of studying than just specific course or field of study. Therefore all school should apply Liberal thinking into the education system and providing option of alternative subjects such as; UFO study, Conspiracy theories , or any other rare subjects for student to satisfy the creativity, and the ture need of education for student body
3. Car Free Day
22 September 2010 will be an opportunity to find another way for just one day to get around town, leave the car at home and walk, take a bus, train or cycle around town. All this is to help highlight the pollution caused by cars, not just the fumes but the whole cycle of waste and disruption, the noise, delayed journeys, the whole human misery caused by traffic congestion and car pollution. Almost 40% of the transport sector’s CO2 emissions are produced by the use of private cars in cities.
It’s not just the exhaust fumes, but the car itself, old batteries, tyres, oil, and of course the car itself once it fails the MOT test and goes to the scrap yard. The events, which vary by location, give motorists and commuterists an idea of their locality with fewer cars. While projects along these lines had taken place from time to time
4. 3 strikes and you’re out now
Three strikes laws are statutes enacted by state governments in the united States which require the state courts to hand down a mandatory and extended period of incarceration to persons who have been convicted of a serious criminal offense on three or more separate occasions. These statutes became very popular in the 1990s. Twenty-four states have enacted some form of habitual offender laws. The Three Strikes law significantly increases the prison sentences of persons convicted of felonies who have been previously convicted of a violent crime or serious felony, and limits the ability of these offenders to receive a punishment other than a prison sentence. these laws generally prescribe that felons found guilty of a third serious crime be locked up for 25 years to life. Although the first two “strikes” accrue for serious felonies, the crime that triggers the life sentence can be any felony.
Furthermore, If fully implemented as written, the new law will reduce serious felonies committed by adults in California between 22 and 34 percent. About a third of the felonies eliminated will be violent crimes such as murder, rape, and assaults causing great bodily injury. The other two-thirds will be felonies that are less violent or nonviolent but still serious, including less injurious assaults, most robberies, and burglaries of residences. This reduction in crime will be bought at a cost of an extra $4.5 billion to $6.5 billion per year in current dollars. The intent of the three-strikes law is, of course, to lock up repeat offenders longer, and that requires the construction and operation of more prisons. Some police and court costs may be saved in not having to deal so often with such offenders once they are locked up, but greater prison costs overwhelm such savings.
5. Green Policy/Construct/Education
Hong Kong St. Bonvaventure Catholic Primary School
The School has always been committed to promoting environmental education to provide students with a full range of green learning environment. Implementing a series of environmental activites such as; waste managment, Water/energy convervation, green construction and in other disciplines will also meet the environmental theme, for a variety of different activities, educted students with the sense of green . This is an example of how green policy can be apply in school. But this is the not the important as this is not special because all the above things are happening in many other places around the world at the same time, the important thing I want to point out is that education can and should be start as early as possible.
6. Lighting, A Brilliant New Approach
The European commission formally adopted new regulations that will phase bulbs out in Europe by 2012. American will do so by 2014. Some countries, such as Australia, Brazil and Switzerland, have got rid of them already. Modern bulbs, the demonstrated of the demonstration, are cheap but inefficient, because only about 5% of the energy they use is turned into light and the rest is wasted as heat. A typical bulb also has to be replaced every 1,000 hours or so Light is a fundamental essential element in our everyday living. We cannot live without light. But what if the light bulb we using in our living room is not efficient and 95% of its energy is waste? About 20% of the world’s electricity is used for lighting. American’s department of energy that that, by replacing LEDS with the modern light bulb, this could be cut in half by 2025, saving more than 130 new power stations in American alone. Low-cost LEDS would also bring light to new areas. Philips, for instance, is planning to launch a small solar-powered LED reading light for Africa, where an estimated 500m people live without electricity. The simplest version, which it hopes to sell for less than $15, is designed to allow children to do their homework in the evenings without a candle or smoky kerosene lamp. Bringing down the cost of LEDS this way really will let in the light.
7. Heartache Leave
In Japan, a marketing company’s has brilliant policy to help their employees back on tracks after they broken up with their partners. Employees at this company can ask for special “heartache leave” after a sad break up, not withhold any salaries, but also the older you are, the number of days you can leave. The Company suggests that the reason of establishing “heartache leave” simply because their employees can cry over the sad break up, and not sitting in office not doing any work, because simply they just cant work with their tragedy behind them. Also, Employees under the age of 24 may request an annual day of heartache leave, 25 years old to 29-year-old employees may request a two-day, 30-year-old or more employees may request three days. The company suggest, Twenties woman can be efficient and soon be able to find a new lover, but women over 30’s are more difficult, and they are usually more severe when breaking up.
8. Affordable Art Fair
The Affordable Art Fair is the leading showcase in the UK for contemporary art under £3,000. The Fair was launched in London in 1999 and now takes place biannually in London and annually in Bristol, Amsterdam, Paris, Brussels, New York, Singapore, Sydney and Melbourne. The aim of Affordable Art Fair was to make contemporary art accessible to everyone and to show you don’t need to be an art expert or a millionaire to enjoy and buy art.
9. The future of underground space
It is only during the last decade that there has been a growing consciousness and alertness regarding environmental problems. At the same time, infrastructure is becoming more complex, demanding extra space and directly affecting the quality of life in the urban environment. Building underground would initiate new developments and also improve the quality of life. Today, cities cannot withstand traditional planning and building practice, and in the following years they will have to go through a transformation process. The use of underground space can contribute to sustainable development, maintaining liveability and preparing the world for the impact of climate change.
10. Octopus Card
The octopus card is a rechargeable contract-less stored value smart card used to transfer electronic payments in online or offline systems in Hong Kong Launched in September 1997 to collect fares for the territory’s mass transit system, the Octopus card system was the first contact-less smart card system in the world and has since grown into a widely used payment system for virtually all public transport in Hong Kong. The Octopus is also used for payment at convenience stores, supermarkets, fast-food restarrants, on-street parking meters, car parks and other point of sale applications such as service stations and vending machines. The Octopus card is recognised internationally, winning the Chairman’s Award of the World Information Technology and Services Alliance’s 2006 Global IT Excellence Award for being the world’s leading complex automatic fare collection and contactless smartcard payment system, and for its innovative use of technologies. According to Octopus Cards Limited, operator of the Octopus card system, there are more than 17 million cards in circulation, more than twice the population of Hong Kong. The cards are used by 95 percent of the population of Hong Kong aged 16 to 65, generating over 10 million daily transactions worth a total of about HK$ 29 billion a year.
Cultural study – Hong Kong
After listing 10 import/export ideas, I am in a dilemma to choose one innovative idea to take forwards since most of the ideas are intended for a reason to improve and to maximize the quality of life for each of everyone of us living in the society. so choosing 1 out of 10 from the list is harder then i expected. Therefore, if i have to pick one, i would have to choose ‘THE OCTOPUS CARD’ idea as it is personally my favorite and simply because I have experienced the system. I would say I am amazingly appreciate the convenience which bought to many other people in Hong Kong will agree with me. Therefore, base on my personal encounter and experience. Therefore i would like to take forward this idea and export it to different country who are i feel will be suitable.
An understanding of audience will be a key component of your research. You will need to know what elements of the idea are tailored for its current audience, so that you can then adapt those elements to suit the new audience base.
The Octopus Card are being widely practiced in Hong Kong. A study of the origin country’s culture are principal to understand the reason of prevalent of the Octopus Card.
The culture of Hong Kong can best be described as a foundation that began with China, and became more influenced by British Colonialism. Despite the 1997 transfer of sovereignty to the mainland, Hong Kong continues to hold an identity of its own.
Hong Kong has original culture that cannot be seen in mainland China . Despite Hong Kong was ruled by the British government and is an international city, traditional Chinese cultural influence is everywhere. Most of the Hong Kong Chinese are either Buddhists or Taoists. There are more than 600 temples outside Hong Kong , built in residential areas.
Most Hong Kong ethnic Chinese people naturally lean toward eastern culture, because demographically they are the majority. Many, though, have adopted western ways with substantial numbers still adhering to Chinese traditions. On various social aspects, the bottom-line Chinese values of “family solidarity” ,” courtesy” and saving face” “courtesy” and carry significant weight in the culture. Heavy influence is derived from Cantonese culture from the neighboring province of Guangdong. On the contrary, people have long been referred to by their origin in China. Overall the background of Hong Kong Chinese born after 1965 can be classified as westernised, since they have been influenced by liberal western cultural symbols.
Population
6,855,125
Religions
Eclectic mixture of local religions 90%, Christian 10%
Language
Cantonese is the most widely spoken language in Hong Kong. Since the 1997 handover, the government has adopted the “biliterate and trilingual” policy. Under the principle, Chinese and English must both be acknowledged as official languages, with Cantonese being acknowledged as the official spoken dialect of Chinese in Hong Kong, while also accepting the use of Standard Mandarin.
Superstition and beliefs
Despite the relatively modernised way of life, Chinese superstition still plays an integral part of the culture. Concepts like Feng Shui are taken quite seriously. Expensive construction projects often include the hiring of consultants, that are believed to make or break a business. Other objects like Bugua mirror are still used regularly to shield evils. Numbers in Chinese culture also play a role in people’s everyday life. Numbers like “4″ (because of its similarity to the Chinese word for “(to) die”) are avoided when possible by believers etc.
Pop culture
Mucis: Cantopop has dominated and become synonymous with local music culture since its birth in Hong Kong. While many other forms of music exist, Cantopop still enjoys mass popularity. Yet, the global influence of Mandarin has been changing the style. Mandopop from Taiwan and China is fast gaining ground. Most artists are essentially multilingual, singing in Cantonese and Mandarin.
TV Dramas: Besides from the staple of TVB dramas, citizens also watch a lot of dramas from Japan, Korea and Taiwan.
Celebrity: Hong Kong can be described as “gossip mad”. The personal lives of singers, actors and celebrities in general are popular conversation topics and tabloid material. Hong Kong’s thirst for gossip is not only limited to local celebrities, but celebrities from Taiwan, Japan and to a lesser degree Korea and Mainland China, are also welcomed. Many gossip magazines are also in circulation and one of the most notable/notorious sections is the “HD Reality” section. Introduced after the implementation of HD broadcasting, the section shows HD photos of celebrities and rather truthfully analysis of their attractiveness/unattractiveness. Naturally the section is very popular.
Food
Food holds an important place in Hong Kong culture. Restaurants are available in a level of convenience and variety unmatched by anywhere in the world. The fusion of east and west makes Hong Kong unique, especially in the close proximity where one can find any style any time. From dim sum, hot-pot, fast food, to the most rare of delicacies, Hong Kong carries the reputable label of “Gourmet Paradise” and “World’s Fair of Food”.
Transport
Hong Kong has a highly developed and sophisticated transport network, encompassing both public and private transport. Over 90% of the daily journeys are on public transport, making it the highest rate in the world
Since 1997, an electronic money system, namely the Octopus Card, has been introduced to provide an alternative to the traditional banknotes and coins. Available for purchase in every station of the Mass Transit Railway system, the Octopus card is now a means of payment for not only public transport (such as trains, buses, trams, ferries and minibuses), but also widely used at parking metres, convenience stores, supermarkets, fast-food restaurants, and some vending machines.
The Concept of Face
- Face is an intangible quality that reflects a person’s reputation, dignity, and prestige.
- You may lose face, save face, or give face to another person.
- Companies as well as individuals have face and this is often the rationale behind business transactions.
- You give someone face by complimenting them, showing them respect, or doing anything that increases their self-esteem.
- Such actions must be done with the utmost sincerity. Doing them in a patronizing manner causes both parties to lose face.
- Humiliating people by publicly reprimanding them, insulting them publicly, or contradicting them in front of someone else causes them to lose face.
Confucianism / Hierarchy / Family Values
- The teachings of Confucius describe the position of the individual in Hong Kong Chinese society.
- Confucianism is a system of behaviours and ethics that stress the obligations of people towards one another based upon their relationship. .Confucianism stresses duty, loyalty, honour, filial piety, respect for age and seniority, and sincerity.
- These traits are demonstrated by the Hong Kong Chinese in their respect for hierarchical relationships.
- Although not readily apparent to the casual observer, there are strict rules about appropriate behaviour and the manner in which people must act in order to respect the hierarchy.
Meeting and Greeting
- The handshake is commonly used when greeting westerners.
- The Hong Kong Chinese handshake is rather light.
- During the greeting, many Hong Kong Chinese lower their eyes as a sign of respect.
- There is no need for you to emulate this gesture, although prolonged eye contact should be avoided during the greeting.
- If you are at a large function, you may introduce yourself to other guests.
- At smaller functions, it is polite to wait for your host or hostess to introduce you.
- The Chinese traditionally have 3 names: The surname, or family name is first and is followed by two personal names. The first personal name is their father’s name and the second personal name is their own name.
- Address the person by an honorific title and their surname.
- If they want to move to a first name basis, they will advise you which name to use.
- Some Chinese adopt more western names and may ask you to call them by that name.
The goods about Octopus Card
The Cantonese name for the Octopus card, Baat Daaht Tùng (tranditional Chinese:八達通), literally means “eight-arrived pass” (Baat Daaht also means reaching everywhere). It was selected by the head of the MTR Corporation, the parent company of Octopus Cards Limited, in a naming competition held in 1996. The number eight is a significant number in Chinese in that it is often used to indicate “many”. For instance, the idiom sei tùng baat daaht (tranditional Chinese :四通八達) is a common expression loosely translated as “reachable in all directions”. It is also considered a lucky number in Chinese culture.
The English name Octopus card was also selected from the naming competition, and coincides with the number eight in the Cantonese name, since an octopus has eight tentacles. It is also particularly appropriate since an octopus is able to grab many things at the same time and this ability is conferred to its cardholders who can use it in many different types of transactions.
Since the introduction of the Octopus smart card in Hong Kong in September 1997. It has been a great success for operators and passengers alike. The number of people using Octopus continues to grow as does the number of operators accepting it for payment.
Recharge or top up the card with the add value machines located in MTR/KCR stations and ferry terminals as well as all 350 7-Eleven 24-hour convenience stores in Hong Kong.
The Octopus Card can be used for virtually any of the Hong Kong transportation system; subway (MTR), train (Airport Express, KCR-railway system connecting Hong Kong and Canton province of China), bus, minibus, tram, ferry as well as at most convenience stores and, yes indeed, even McDonald’s. But taxi had not been included with the Octopus Card system as the company are due to in-place the system to the 18,000 taxi drivers in Hong Kong within a couple of years time, as most of the taxi are owned by small companies and privately owned.
There are more than 19 million Octopus cards in circulation, over twice Hong Kong’s population of 7 million. Approximately 95% of Hong Kong residents between the ages of 10 to 65 use Octopus. Also note that Octopus needn’t necessarily be on a card – a variety of devices can house an anonymous Octopus RFID chip, including watches and mobile phone covers. An average of 100 million Octopus transactions take place every day, with a total value of $85 million HKD or about 7 million pound.
Benefits
MTR and KCR both give a 10% discount on single fares. As a result, Octopus usage has now reached 87%. This compares with between 50 and 70% usage on buses as the bus companies do not give a discount. But, with this high level of acceptance, operators that do not accept Octopus put themselves at a major competitive disadvantage.
KCR has replaced its zonal fares structure on its Tuen Mun light rail network with a distance-related structure. Octopus subtracts the maximum fare when the passenger passes a card over a reader. This is the permit to travel. When the passenger exits the network, the system refunds the difference between the maximum fare and the actual fare.
Operators will make considerable savings in maintenance compared with magnetic systems, and there is far less cash handling especially for Bus passenger. Passenger throughput is much faster at gates or when boarding buses, though bottlenecks at stations can be transferred from the gates to the escalators. Smart cards give operators more information than older systems, and enable operators to introduce more sophisticated fare policies and marketing initiatives.
Other application include vending machines, telephone kiosks, parking machines and access control for some private residential developments and school campuses are also benefits from Octopus Card with personalization of the card can use as security purpose.
To make passengers traveling time more quicker, Octopus Card offer linkage to bank debit or credit card which the smart-card will top up automatically when is low. the service is only optional to passenger alike since if the card was lost or stolen, the card could be use for others. so more secure, efficient, flexible and reliable means of revenue collection
All transaction of the octopus card data are privately and securely saved. the data can use for investigation in the future to trace any crime relation suspect by the police.
Transport operators have different criteria wiht regard as “elders”. The card holders age is programmed into the card. Octopus Card readers sutomatically apply any available and if no discount is available the adult fare is deducted. They goes to same with full-time students. such benefit require user to personalize their card bu incorporating users photograph on the front of the card and personal data installed into the card. When relevant discount is emits, a different tone will be alarmed in order to assist in the prevention of fraud.
If the balance on the card is positive (HK$1 or above) but insufficient to cover the cost of the next transaction the card can incur a negative value of up to Hk $35 which is recovers the next time the card gets top up. The card cannot be used for any further transaction once a negative balance has accumulated until the card has been reloaded.
Benefits of Smart cards
One of the most obvious benefits of smart cards is that it is always safer to carry a single card than bundles of “papers”. Moreover, the purchase of goods, payment of bills and other bank transactions can be performed easily and speedily with the use of smart cards. Another important benefit of smart cards is their inbuilt security. They offer protection of information that is stored on them. The smart card technology offers transaction security. Each card has a unique serial number of its own and is capable of performing encryption, thus reassuring secure transactions. Modern-day smart cards have a chip operating system, which possesses error-checking capabilities and user authentication facilities.
A significant advantage of smart cards is that they can, not only store data, but also process information. Through smart card readers, one can communicate with other computing devices. Moreover, smart cards are electrically erasable because of which they can be modified. It is possible to update information stored on the card without having to issue a new one.
Probably, the most important benefit of smart cards is their portability. Owing to their small size, they can be easily carried along. Their communication with the readers is wireless, thus makes it easy to use. Owing to their portability and wireless capabilities, the smart card technology can be implemented in remote areas where wired online communication is not possible. Due to the ease of use and high transaction speeds offered by them, the elderly, the disabled and the socially deprived can achieve improved access to resources and services.
Smart cards find applications in a wide variety of fields. They are convenient to carry and easy to use. They assure protection of data stored on them and offer user authentication facilities. The secret of their popularity lies in the manifold benefits they offer.
The Big Cities
My initial idea is to import contact-less smart card technology into big cities such as London, New York and Tokyo etc… which could simply bring long-term financial and commercial benefits to the cities as a whole.In big city like London or New York, the cadence of each everyone in the society are rapidly fast, is like one second is too much for people to wait. i mean people will eventually spent quarter of their life just WAITING. so why not do something about it to spent next time looking for coins when boarding on buses or have to wait meaninglessly waiting your bank transaction to go through and pay off your bill in supermarket? Also some of the cities are financial capital in the world too which mean time is money. Time is ever so important for people now, therefore when the implement of smart-card technology will save a dramatically amount of time for everyone so that they can get on their life faster and quicker.
Case Study of OCTOPUS CARD
It had been 13 years since the launched of Octopus Card in Hong Kong, and the function of the card had been expanding non-top ever since. therefore advertise/updating its function to the public are important. but is very difficult to gather all the example of the ads since it had been too long. but i am still able to pull off a few. The sequence of the example show below gives a brief idea of how the Octopus Card develop from past to present.
TV ads
Print ads
The basic format of octopus card had developed to where it does not necessary to be the typical size in ur wallet. the idea of contract-less smart card can not be everything form key-rings, watched, pen etc. so is making people life more simplier and more involved in people everyday life.
Website
The Fundamentals of creative advertising
A visual stimulating introduction to the process and application of creative advertising, with practical steps designed to hone creative skills. by KEN BURTENSHAW, NIK MAHON AND CAROLINE BARFOOT
so this is the book i have been reading. This book is an introduction to the important element of the advertising process. It aims to give students a basic understanding of how advertising agencies create and produce advertising campaigns. The main purpose of this book is to give a basic understanding of how create advertising campaigns are planned and created. This is achieved by focusing on the advertising techniques and approached practiced by advertising.
Key point from the book
For many clients it makes sense to have continuity across an advertising campaign and to use a single agency for the whole of that campaign. This mean that communication lines are straightforward and any potential misunderstanding can be avoided.
One area of advertising specialization is the task of concept generation itself. This has been reflected by an increase in creative boutiques or hot shops, whose strength is to turn out highly creative work quickly – without being hindered by the complex infrastructure or bureaucracy of larger agencies.
The Media options
- Poster – poster offer advertisers a host of opportunities and are a powerful, highly visible and cost effective means of communication. Also referred to as outdoor advertising, the poster is a medium that can be used in different environments or locations and in a variety of shapes and sizes. As such, posters have become an integral part of the cityscape and unlike other media, such as television and press advertising, posters need only the street to exist – fly posters stand side with 48 ad 96 sheet posters. – The success of any poster campaign depends not only on the quality of the creative idea and its ability to engage with the target audience, but also the appropriateness of the media planning and buying.
- Public transport advertising – not all outdoor advertising needs to capture audience attention in the same way. Sometimes the advertiser has the time to talk to a captive audience – either waiting for transport or already on their journey – if they impart their message on a poster displayed at a station, on a train, in a taxi or even on the back of a seat. – according to research carried out by Viacom outdoor, a leading transport media sales company, the average London Underground train passenger spends approximately three minutes on the platform waiting for the train. Large, cross tracks underground posters afford the opportunity for advertisers to enterin, by use of witt, cleave headlines and visual, and there is even the time for their audience to read any supporting body copy about the product or service. This captive audience time even gives the creative team the chance to set puzzles and conundrums which creates an interaction with the waiting passengers and potential consumer.
- Ambient media – Ambient media is a relatively new phenomenon in terms of advertising, so-called because it is advertising that is in keeping with, or becomes part of, the environment that the target audience is likely to encounter. Ambient media tends to occupy an area between advertising and promotional stunts, and can, in many cases, involve relatively little expenditure. In an age where the consumer tends to be wary of the hard sell and where the consumer tends to be wary of the hard sell and constant exposure to advertising and promotion, the use of original and unexpected media such as this can be very effective precisely because it often allows the message to slip beneath the consumer radar. The best ambient campaigns put the media at the center of the communication, in a way that is often unconventional, yet relevant to the advertising message. – There is a wide range of objects, items and fixtures that can fall within the realm of ambient media, such as beer mats, carrier bags, bus and train tickets, video screens, litter bins, floors and paving, take-away drink lids, payroll statements, shopping trolleys and ashtrays. Advertising are constantly seeking fresh, innovative ways to communicate their message and this frequently involves the use of quirkier and more unusual forms of ambient media.
- Direct mail – many consumers view direct mail as unwanted junk mail, and many in the advertising industry also share this view. Historically, direct mail campaigns were seen as a second-class medium, both creatively and in terms of recipient appeal. However, even the most hardened advertising aficionado can see the benefits of a well-planned, creative direct mail campaign; direct mail can be tailored to a particular audience demographic and even speal on a one to one basis with a named individual. In reality though, not all direct mail is perfectly targeted, highly personalized and encased in creative mailing packs that are gratefully received. - direct mail will generate a better response if the individuals targeted are existing customers or have previously requested information about the brand/product at some point. However, mailing databases often contain lists of cold individuals who fit a particular profile, but who don’t have any previous or current relationship with the brand or product.
- Online advertising – the development of powerful computers and the increased use of broadband have enabled the rapid exchange of data and information. One sixth of the world’s population has access to the internet, so it was inevitable that advertising agencies would discover the potential of online advertising to promote their clients brands and products. Online advertising is gathering pace and it is only a matter of time before more of the top creative talents are attracted to work in this exciting and relatively new sector of the industry.
Campaign planning and Strategy
A SWOT (strength, weaknesses, opportunities and threats) analysis is a useful tool that allows the client to display the brand in the context of the marketplace which it operates in – see the example shown below.
Essentials for a client brief
- Where are we now? – firstly the client brief should detail the current position of the brand, product or service in terms of sales, market share, distribution, and consumer attitudes. The client must be completely honest about the brand/product/service and present its weakness as well as its strength. It is also important for the brief to recognize any threats posed by competitors as well as any opportunities that are yet to be exploited.
- Where do we want to be? – This next section of the brief should clarify the objectives of the campaign. What does the client see as the primary objective of the campaign; an increase in sales, or perhaps a shift in consumer perception of the brand?Knowing exactly what the client wants to achieve will help the agency to create a more targeted campaign.
- What are we doing to get there? – The brief should include details of any and all other initiatives being undertaken at the same time by the client’s marketing department to achieve those objectives. This will ensure that any new campaign created by the agency can be fully integrated into other marketing activities .
- Who do we need to talk to? – This element of the client brief will perhaps be the most influential on the direction of the creative strategy and the media chosen to communicate the message. The client needs to tell the agency as much as possible about the target audience and potential customers; from who they are, to why they buy, might buy or currently don’t buy the brand or product.
- How will we know when we’ve arrived? – The client brief also need to outline the criteria that will be used to evaluate the results of the campaign. This will usually involve some degree of market research both before and after the campaign.
The campaign planning cycle
The fundamental questions that typify the campaign planning cycle are shown in the diagram opposite. They mirror the information supplied by the client brief, but the key element added by the agency is under the heading “How do we get there?. This is a cyclical model – once the campaign’s effectiveness has been evaluated under heading ‘did we get there? this information is fed into the next campaign to ensure the Where are we now? section always remains current.
Target audience
The agency defines the people they are addressing with the advertising communication. The brief should include information that gives some insight into the personality and behavior of the target audience. It is very important that the creative team has a clear idea; their lifestyle, interests, pursuits, beliefs, what jobs they have, their expectations and how they generally tend to act or think. This can be difficult if the audience is very diverse in nature, but it is essential if the right proposition is to be reached.
How do you want the audience to react? – this information may or may not be included as part of the advertising objectives. Essentially, it outlines how the agency wants the target audience to react to the campaign and what they want them to think or do after they have seen the advertising.
Substantiation (or support) – it is the evidence that supports the claim made by your advertisement. So whether it is a promise that this detergent will clean clothes better or that a particular mobile phone offers the cheapest deal, the audience needs to have a good reason to believe the advertisement.
Tone of voice – The ‘tone of voice’ refers to the overall mood projected by the advertisement, for example, is it necessary to be humorous, light-hearted, fun. serious, authoritative, confident or knowledgeable? There are of course many different tones of voice you can use, which provide you with an opportunity to emphasis a particular aspect of the brand or make a connection with the consumer.
Requirements – This section lists the specific media needed to communicate your proposition to your target audience. These items might range from press or magazine advertisements and posters to radio or television commercials and internet banners. This part of the brief will specify the likely choice and size of media.
Get to know your audience – remember that it is not only the product you need to be familiar with. you will need to have an in-depth knowledge of your audience too. This needs to go beyond the general demographic information such as age, gender, statue and so on. It encompasses consideration such as:how they talk, what kind of issues are important to them, what jobs they have, what views and opinions they harbor, what their needs and desires are, the lifestyle they lead and the lifestyle they may aspire to. Some of this information may be in the brief, but the rest of it you will need to discover for yourself. This may not be an easy task, particularly if your audience is a sector of the population with whom you have had little contact or knowledge of in the past.
If you can, focus on someone you personally know who falls within the same target group. How would you talk to that person? What would really interest them? What would get their attention and capture their imagination? In a sense, you should be thinking in terms of communicating with a single person, rather than mass audience. That way you are more likely to address the audience in a more personal ‘one to one’ way, rather than a general message for a general audience. In some cases you may need to go further in order to really develop a sense of empathy for your audience. If at all possible, put yourself in their shoes for a while and try to see the product you are advertising or the issue you are promoting from their perspective. It is only when you can convince your audience that you understand their problems, issues or viewpoints that they may start listening to what you have to say.
AIMS
Clients:
Transport For London (Tfl)/London council/general public of British People
Brief:
- Revolutionize a new paying method with the Oyster Card
- To expand the function of the existing Oyster Card and allow its function to limit-less to transportation but also available in shop, supermarket, restaurant and many mores basic paying.
- Create a campaign to increase its popularity and inform the essence of the idea to the British people.
Target Audience:
WWW.NEARFIELD.ORG
Immaterials: the ghost in the field from timo on Vimeo.
RFID is still badly understood as an interactive technology. Many aspects of RFID interaction are fundamentally invisible; as users we experience two objects communicating through the ‘magic’ of radio waves. This invisibility is also key to the controversial aspects of RFID technology; once RFID antennas are hidden inside products or in environments, they can be invoked or initiated without explicit knowledge or permission. (See here for more on the invisibility of radio.)
But invisibility also offers opportunities: the lack of touch is an enormous usability and efficiency leap for many systems we interact with everyday (hence the success of Oyster, Suica and Octopus cards). But there is also the ‘magic’ of nearness one of the most compelling experiential aspects of RFID.
As designers we took this invisibility as a challenge. We needed to know more about the way that RFID technology inhabits space so that we could better understand the kinds of interactions that can be built with it and the ways it can be used effectively and playfully inside physical products.
Fake medicine online. Side effects may include: Get Real. Get a Prescription.
Advertising Agency: Langland, UK
Art Director: Andrew Spurgeon
Photographer: Dylan Collard
Photographers Agents: Vue
Stylist: Vicky Connor@Shoot People
Published: November 2009
I like the communication in this series, not overloaded, clean. simple photography decent tag line! Sometimes a simple thing is a good thing.
Over-view of different smart card around the world
Function of Oyster Card are very behind looking at the specification of different card aroud the world.
Climate camp protests
A campsite full of tiny tents has been set up on London’s Millennium Bridge before the European Union summit in Brussels tomorrow. The Oxfam backed miniature installation, the work of German artist Hermann Josef Hack, represents climate camp protests which highlight the promblem of climate change around the world.
Expanding the function of Oyster Card
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Revolutionize a new paying method with Oyster Card where supermarket/convenience store/post office/
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The card could make insufficient fund to cover the cost of the next transaction. The card can incur negative value of up to appropriate amount, which could recover the next time the card get top up. The card cannot be used for any further transaction once a negative balance has reached.
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Additional reader in-place in location for balance check up.
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Optional to personalize your card, allow to link credit/debit card
Possible medium !?
Experiences using contract-less smart card
Information from——-http://blogs.sun.com/HK/entry/this_is_my_octopus_card
One of the benefits using contract-less smart card. The idea of only need to carry anything but a smart card is what i wanted to get across to the publics. This idea is cruel for the public to understand in order for then to accept the new function of oyster card easier.
Security concerns
Information from——-http://blogs.sun.com/HK/entry/this_is_my_octopus_card
one of the concern using this smart card is security. the problem facing is that once the card had been lost. random people will then pick it up and use it! this is really the down fall of this card because there is no password protect and people can simply use it just like that. Also personal safety will be in jeopardy because people will be aiming to steal this card knowing the fact that there is at least certain amount of cash in it. few of the question had be rise as i present the idea to my fellow peers. Base on my personal encounter with Octopus card, the way i see this is that, there is absolutely no way you could prevent youself from losing something, when you lost it, you lost it. If you treated you card as any other credit card, bank card, personal ID in your wallet. How rarely you lost you wallet?How rarely you DROP you wallet? I mean, if we constantly thinking we might lose our wallet sooner or later then why bother have a wallet or why bother going out at all? Also, I am using my oyster card now, i always stored up to 30 pound in advance on my card too. If my card are then lost or stolen by people, people can still use my £30 credit, Wouldn’t be the same? this doesn’t stop me from store up credit in advance, and making my own everyday life easier. but that is just my personal opinion and seeing this problem. I will still be looking for solution to solve the problem as this is the major concern for a lot of people if the idea of using the oyster card as a new way of paying method are to be import to UK.
Check your balance – myki card (Melbourne city)
To check the balance on the card, you can use a much smaller pole mounted reader. A similar size unit, with fewer buttons. This is another function which i intended to improve in the oyster card in london. To have addition reader machine in tube station or bus station. Simply because i dont exactly know when is my card have no credit or not, so sometime when i boarding on bus, and my card had zero credit, then i will be stuck. therefore to have addition reader like myki card in melbourne. So everytime i wait for a bus or go into the tube. I can always check up my balance and go to the nearest top up point when my card had no credit. I know that in tube station you have reader to check you balance but, in order to check up, you have to wait in a queue to the same machine which you top up your card, which might have to wait for a while just to know how much credit is in the card. Therefore, with additional reader in-place in bus/tube station, everything will be easier.
Logo designs of OYSTER+
Idea – advertising in supermarket
Strategy plan
Poster ideas
Leaflets ideas
Reiterate the idea of Oyster+ as the new cash, more preferable paying method to cash or debit/credit card
WEBSITE IDEA
The divorce lift
Advertising Agency: g k k DialogGroup, Frankfurt, Germany
A typical wedding photo was affixed to door lift doors in a law firm. Unfortunately, every time the doors opened, the couple split up. But help was at hand for everyone in the same position as soon as they stepped into the lift: a sign showed the name of the law firm and which floor the office was on. Somehow I quite like the idea of capturing the vary few sec attention of the door opens up attention from passers for a piece of important message, logo, or whatever information which required to keep minimum in order for the the application to work.
IDEA
Idea-ticket gateway
Ticket Gateways offer unmissable visual impact. They provide advertisers with the ability to be seen by every single commuter. The sites are positioned directly on the gates ensuring maximum exposure and recall as people enter and exit a station. They provide a great notice board for your brand and can be key in driving immediate purchase. If you are looking to get your brand literally in front of this valuable audience, this is the way to do it. 64% of commuters say they have bought, or tried something as a direct result of seeing advertising on the Underground*. Tickets and Ticket Gateways are an excellent way to drive this kind of response.
Audience delivery – 150,000 individuals pass through Tube ticket gateways every hour.
Point of purchase – Ticket Gateways are ideal at hitting consumers close to the point of purchase, benefiting from being the last site you see before leaving a station.
Guaranteed impacts – Gateways offer guaranteed impacts, everyone has to pass through a gateway, avoidance is impossible creating accountability and measurability.
Frequency and reach – Ticket gateways grab attention as consumers pass through them, guaranteeing frequency and reach as they are seen by everybody.
*Source Robert Quayle research.
Adidas-underground
IDEA
Final outcomes.
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