Cmidm4 Deliverable II - Concept Design And Media Strategy

MEDIA STRATEGY & CONCEPTUAL DESIGN
TEUN BONGERS | THIJS VAN LAARHOVEN | WILLEM DE VREE | JAN THISSEN
IO3010 CMIDM4

CONTENTS

• CHARACTERISTICS
• STORY
• SCENARIOS
• STORYBOARD
• MEDIA STRATEGY
• MEDIA EFFECTIVENESS
• BRAND IDENTITY
• INVOLVED MEDIA
• CM LEVEL & CROSS-OVERS
• TECHNICAL ISSUES
• DETAILED DESIGN APPROACH

2 MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4

CHARACTERISTICS

TARGET GROUP THE DAILY COMMUTER
LOCATION RAILWAY PLATFORM DELFT CS
TIME BEFORE BOARDING THE TRAIN
GOAL ENTERTAIN AND INFORM
TRAVELLERS WHILST WAITING
FOR THEIR [DELAYED] TRAIN
INVOLVED MEDIA INTERACTIVE BILLBOARDS
WEBSITE
FLYERS & POSTERS

MEDIA STRATEGY & CONCEPTUAL DESIGN | CMIDM4
3

STORY

The expection is that, due to construction work on the
Spoorzone Project, trains will be delayed more often
than usual. This will result in an inconvenient situation for
travellers: they might get frustrated or even file a complaint
against the NS.

This is were project sam comes in: an interactive
billboard, providing both entertainment and information at
the same time. An intuitive touch-senstive interface provides
accessibility for everyone.

Our ultimate goal is to make travellers forget that they are
actually wasting their time waiting on the platform for a
delayed train.


SCENARIOS
I Delay
It’s nine o’clock in the morning, and Sam is on his way to the station to catch his train to The Hague. When he arrives at the
station he finds out that his train is delayed: he has to wait another 15 minutes. This really pisses him off, since he won’t be
able to be at work on time.

II Unfortunate miss
It’s four o’clock in the afternoon and Sam is hurrying himself to the station to catch his train. He knows that his train could
leave at any moment, so he’s in kind of a rush. When he arrives at the platform, he finds out that his efforts were without
reward: all he sees are the taillights of, what ought to be, his way to
work.

III The pick-up
Sam is waiting on the platform to pick up his girlfriend, who will arrive in 10 minutes. After 10 minutes, an announcement is
made that, due to construction work on the Spoorzone Project, the train will be delayed by approximately 15 minutes.

IV Changing trains
Sam is arriving at Delft CS and has to change trains to go to Delft Zuid. He has to wait 15 minutes, instead of the usual 7,
since his train had a delay of 10 minutes, due to construction work on the Spoorzone.

5

STORYBOARD I
DELAY


STORYBOARD II
UNFORTUNATE MISS

7

STORYBOARD III
THE PICK UP


STORYBOARD IV
CHANGING TRAINS

9

MEDIA STRATEGY
* AIDA: Attention - Interest - Desire - Action
This is the main function of most advertisements. Fist the advertisement
should attract the attention of people. Followed by making people
interested in the medium. Then people should desire the product or
service propagated. Finally people should take action -> buy or use the
product or service.

Media consumption: The media this group consumes in general is
very variated. First of all there are several free newspapers on the
trainstation. Also some people bring the newspaper they have had
delivered at home or bought at the Kiosk.
These newspapers are red in the train, but also on the trainstation or
even on the place of arrival.
The newspapers are spread every day but not all commuters read them
every day. The free paper is focussed on people who travel by train.
The paid paper is more general.

Students and young working class people are known to use internet
on their cell phones and are able to consume a lot of media this way.

The target group is also confronted with billboards, posters and other
brand names in the train, on the train station and it’s surroundings.
These posters and billboards are often shown for a certain period and
then replaced by another brand’s commercial. Most of the commercials
are not specific for daily commuters but just use the railroad to reach
a broad audience.

In common area’s there are a lot of brand names shown. Like the brand
name on a drink, or the brand name of some one’s clothes. As a lot of
people use the train and train station our target group is likely to be
confronted with this fenomenon.

Furthermore a lot of travelers listen to music and some even watch
movies while travelling.


MEDIA EFFECTIVENESS
Many male drivers are distracted by half naked women on billboards. The Sloggi billboards
are probably the most famous example of this. One out of five men admits that they start
to sway on the road because of looking too long at this particular kind of billboard. Female
drivers are not that fast distracted.

Billboard advertisement is more cost efficient than a TV commercial or newspaper ad. The
price of a TV commercial for one day is about the same as the price to put up a billboard for
one month.

A billboard has more advantages; It gives brand awareness and strong name recognition. It
reaches out to thousands of people on a daily basis, targets a specific audience according to
location and advertisements are not lost in the mix of competitors like in a magazine or the
internet. Another fact is; the bigger, the better and creative and interactive the billboard, the
more efficient it is.

Internet and flyers are also good media to promote a concept. Therefore, we believe that the
most effective way to convince potential users of our concept is by using a combination of
interactive billboards, internet and flyers.

11

BRAND IDENTITY
IMAGE

Project sam should be recognised as fun,
easy to use and reliable. With a slick, modern and

playful looking visual style, travellers will see that

there is something new and exciting happening in

their train station.

An important issue too keep in mind is that the

billboards should not look too high-tech. This

could lead to a concept being experienced as

too complicated or even intimidating. Therefore,

a balance between playful and fun, reliable and

modern design needs to be sought. This will

ensure that the threshold for first time users will

remain low.


BRAND IDENTITY
BRAND NAME

The idea was that our brand would be associated with a familiar and reliable feeling. The brand name
should communicate the playful character of our concept. After an extensive brainstorm session, we
eventually came up with a suitable name.

Derived from Spoorzone And Media, the name sam can be associated with a real-life person, which is
exactly what we hope to achieve. People should think and feel about sam as if it where a good friend or
relative.

The brand logo amplifies this familiar and realible feeling with a soft, curved font and a friendly blue colour.
Besides the association with the city of Delft, the colour also corresponds with a friendly image.

13

BRAND IDENTITY
FONT STUDY & LOGO DESIGN


INVOLVED MEDIA

FLYERS & POSTERS | INTERACTIVE BILLBOARDS | WEBSITE CM LEVEL2

15

INTERACTIVE BILLBOARDS

Multiple interactive touch-sensitive billboards are the core PHOTOGRAPHY
media involved in project sam. They contain and provide
the services to entertain and inform the daily commuters.
The services implemented on the billboards are:

Games
Complete the Spoorzone Puzzle, play a solo game of
Railroad Pong, or compete with someone on the other side
of the platform.

Photography
Take pictures, add effects, upload them and view them on
the web. (Trough a mobile phone or computer)

Information
View current train schedules and receive updates on the
status of the Spoorzone Project


WEBSITE
After having taken a picture, completing the Spoorzone Pictures
Puzzle or having played a game of Railroad Pong, travellers Pictures taken on the billboard are stored in an online database.
can visit a website. This can either be done whilst on their They are sorted by date, week, month and year, and can be
way to their destination [on a smartphone], or simply at downloaded directly to a mobile phone or pc to print and/or
home. edit them.

The content of this website will consist of: Leaderboard
The implementation of an online leaderboard could be an
• Pictures encouragement to play a game on one of the interactive
• Leaderboard billboards more often. The Leaderboard provides the ability
• User profiles to compare highscores of friends with personal records.
As a result, users could feel more tempted to participate in one
of the games, to beat their friends highscore, and set a new
record.

NOTE: Only high-scores of users with a personal profile are
uploaded onto the leaderboard. [See next page]

17

WEBSITE
User profiles
USER PROFILE
Frequent users of project sam can decide to make a
personal profile. This can be done either directly through one
of the interactive billboards, or on the website. The profiles
will contain only basic information, such as gender, age,
occupation work/study etc. Users can log on to a billboard
or on the website with a combination of a username and
password. [It might be a possibility to integrate the use of an
OV-Chipkaart to identify a user]

Users with a personal profile can look up newly taken pictures Name Sam Pietersen
Gender Male
directly, without having to look them up amongst the several Age 32
Hometown The Hague
other pictures taken at the same day or week. Interested in News, sociology, psychology
Occupation Human resource management
Company Bongers BV Delft
Marital status Cohabitating
Another benefit of having a personal profile is the ability to
get in touch with someone you have met during a session of
Railroad Pong. This way, new friendships and/or business
contacts might be realized in a playful, informal manner.


FLYERS & POSTERS
The concept will be promoted with flyers and posters, placed
and handed out on-site. The promotional campaign will start
one week before the billboards are placed. Every day of this
week, a new clue or ‘hint’ will be given. This way, the actual
target group (daily commutors) will have an advantage over
occasional travellers. Combining all the clues results in a
free gift (OV Chips!) which can be collected at, for instance,
the AH to go.

19

TECHNICAL ISSUES
The rules and regulations for placing billboards are different for each community. For the Gemeente Delft the right to place
a billboards is in the hands of one company, JCDecaux. The rights to place abri’s [showcases with light] are in the hands of
CBS outdoor. They have the exclusive right to place abri’s in Gemeente Delft, so what every placed abri must be placed in
consideration with CBS outdoor.

An employee of CBS told that there are not that many regulations an abri’s on public places. It does not matter what materials
are used, how heavy or light it must be or how big.

There are some guidelines according to abri’s. An abri may not be inconvenient for the traveler. This means there must be
a safe distance between train/ bus and passenger and the light the abri emits may not be too bright, it may not have sharp
edges and it should not be in front, or blocking the view, of crucial points like information poles or ticket boxes.

In 2010 CBS outdoor wants regulations concerning the distance; for instance, the distance from bus/train to abri should be
at least 1,30m. This is not always the case because of the lack of space. However, 70 percent of the boroughs in The Neth-
erlands are already handling these regulations.


CM LEVEL & CROSS-OVERS
Project sam will be launched as a level 2 cross-media
concept. It involves different content amongst a small amount
of media.

The concept stimulates the following cross-overs:
• From flyers to interactive billboards
• From flyers to website
• From interactive billboards to website
• From website to interactive billboards

The project will be evaluated after six months. If it turns out to
be a succes, further investments could be made to develop
project sam into a cross media level 3 or 4 concept.

An easy way to include the ability of user-generated content
is to implement a sandbox-based digital paint feature.
By providing several basic painting tools, such as brushes,
shapes etc. users will be able to make their own piece of art.

21

DETAILED DESIGN APPROACH
The next phase of the project is to develop a detailed design based on the sam concept.

One of the most obvious things to do is to develope fitting design for the billboards,which is able
to include all the specified functionalities.

The most important aspect of our detailed design will be the user interface. Therefore, one of our
main focus points during the next phase of the project will be an extensive research on usability.
Posters and flyers will be designed next, to inform and stimulate the target group. Also, a template
of the website will be made to give an idea of how the cross-overs between billboards and internet
will take place.

All of the above mentioned aspects wil be designed according to the specifications of our brand
image. This will ensure that the content on every media is recognized as part of project sam .


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