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100% BUILDABLE100% RECYCLABLE

KIMBERLEY WARDFinal Campaign

Graduate Fashion Week:1st place - Ethical Award1st runner up - Fashion Innovation Award

Through the launch of a new ethically aware and eco friendly water product, this campaign has been designed to embody, promote and communicate ethical behavioural and recycling practices directly to local schools and communities. The campaign aspires to serve as a lasting example of end use innovation providing consumers with an educational tool in terms of actively demonstrating the concept of recycling. Working in alignment with LEGO education participating schools are provided with a syllabus for hands on learning, designed not only to enrich the in house curriculum programme but to allow teachers to effectively collaborate across subjects through cross curricular links with STEM. The target market range will be reached using the most appropriate forms of communication and promotion in order to actively promote the associated educational, environmental and health benefits of the product.By merging both physical and digital aspects of promotion consumers are encouraged to engage with each other, inspiring creativity and encouraging interaction with the educational play material both in school and at home. The aim is therefore to excite consumers through engaging forms of promotion and innovative product design in order for them to be able to effectively develop into socially responsible members of society through a very unique and singular learning experience.

i N T R O D U C T I O N

100% BUILDABLE100% RECYCLABLE

U.S.P

Edu

cational play material! Environmentally friendly!

Fun!

CLICK LOCK BUILD

r E S E A R C H a N D

d E V E L O P M E N T S

PromotionalDevelopments

Secondary Research

Primary Research

Concept Developments

Raid expansion of under 35’s

with young children

18%SALES

INC

2012

- 2018 Prediction

Most frequent users of bottled w

ater

6 in 10

Most c

ommonly drunk in the home

£2.0 BILLION

Echoing the discretionary status of the produc

t

Usage increases As income levels rise

Upmarke

t skew in usage

85%

AB’S 74%

DE’s

4 in 10

Wan

t mor

e visually striking packaging designs

WEATHERkey market

driver

No.

1 re

ason

peo

ple dr

ink bottled water

HYDRATION Largely due to health

& h

ydra

tion

bene

fits

+20% Volume sales

2008 - To date

7 of the top 8 brands!

DO

UBLE DIGIT volume growth

Bottled

wat

er r

emai

ned

resil

ient e

ven throughout the recession

NECESSITY

Change in consumer perceptio

ns o

f the

pro

duct

Families

Particularly valuable to the segment

Scope for more

STAND OUT packaging!

Little VISUAL differentiation between products

Environmentally friendly

Top claim for bottled water

UNFLAVOURED water dominates

the category

2/3’s

s E C O N D A R Y r E A S E A R C H

f I N D I N G a g A P i N t H E m A R K E T

h I G H L I G H T S

MINTEL

Parents with children of primary school age: ABC1’s & C2’s

Boys and girls of primary school aged 4 - 11

Taste, visual, observational tests & Focus groups

Questionnaires & Focus groups

Primary school teacher - Year 2 (Aged 6-7)

p R I M A R Y r E A S E A R C H

h I G H L I G H T S

s E C O N D A R Y r E A S E A R C H

Too many exciting alternatives

“WATER is BORING”

Children don’t actually mind the

TASTE of water!

Competition fuels children’s

engagement & interest

Incentives towards winning!

“PLAY ETHIC” and engagement

opportunities

Looking for more ways to HEIGHTEN

CHILDREN S ENGAGE-MENT with the

category

Water is a HEALTHIER ALTERNATIVE

to soft drinks

42%Do not know what the DAILY RECOMMENDED

INTAKE is for their child’s age

range

We need JUSTIFICATION

BOTTLED

Over tap?

To make the category more exciting

“I only drink it if I am

REALLY THIRSTY”

BLOCKED OUTPACKAGING

helps to disguise the product

It looks more EXCITING!

We LOVE to PLAY

Semi structured interview

Children are

TOO BUSY to stop and

think to have a drink of

WATER

to then feed back health and hydration benefits

to their children

Healthy eating policies

No soft drinks through the day,

ONLY WATER

The children have to bring a bottle of water to school everyday -

SCHOOL POLICY

PARENTS Also need to be

EDUCATED

Children are most receptive to

HANDS ON LEARNING

f I N D I N G a s O L U T I O N t O t H E p R O B L E M

p R I M A R Y r E A S E A R C H

We need JUSTIFICATION

d E V E L O P M E N T S

Application of “PLAY ETHIC”

trend!

Cons

umer

bas

ed tr

end id

enti�ed by Mintel

Application of “ACCESS ANYWHERE”

trend!Cons

umer

bas

ed tr

end id

enti�ed by Mintel

LEARNING & PLAY opportunities help children to reach their full

potential

Focus on building

RELATIONSHIP STRATEGIES

Humans are social by nature -

ENGAGE with them!

Syllabus for hands on learning, assessment tools

and training

SUCCESS =

PET

is C

OST

EFF

ECTIV

E and ENVIRONMENTALLY FRIEND

LY

MATERIALS

Lightweight bottles require

Fewer materials to produce & less fuel for transport

SCIEN

CE

TECHN

OLOG

Y

ENGIN

EERING

MATHS

The application of STEM allows teachers to successfully collaborate and teach across subjects

1. EDUCATI

ONAL

PLAY M

ATERIA

L2.

A SO

CIALLY

RESPONS

IBLE PRO

DUCT

3. DRIVE

HEALTH

& HYDRATIO

N BENE

FITS

15g

100% Recyclable

Enco

urag

e sc

hools

families and communities to work together

UNITE!

Better recycling practices and social relationships NO PACKAGING REQUIRED!

Ap

prox*

Use

prom

otio

nal p

latfo

rms to

educate parents as well as young children

Local primary schools

Work in alignment with

Influencing more people to drink more water, more

regularly

READILY AVAILABLE & EASILY ACCESSIBLE

A two week supply will keep your child

hydrated

and provide them with enough bottles to

BUILD a....

c O N C E P T

A portability trend, easily refillable, easy to carry and convenient for the consumer to use, store and access.

A trend which focusses on incorporating play

and engagement opportunities into its

products.

Source:LEGO

Source: VOLVIC (annual report) Source: BPF

Source: STEM centre

Insp

iratio

n fr

om b

uil

ding &

construction diagrams

d E V E L O P M E N T S

c O N C E P T d E S I G N, c O L O U R & i N S P I R A T I O N

Excitement

Positivity

Trustworthy

Growth

Colour psychology

+

Insp

iratio

n fr

om b

uil

ding &

construction diagrams

+

The LE

GO st

ore

+

Elem

ent o

f bran

d recognition

+

+

Clever

pack

bott

le top

sRob

insons

squas

hed

+Represent

ation

of the

conce

pt

Developed from the way in which children are able to physically build, learn and play with the product

+

+

Inspiration: Development of icons to actively communicate and demonstrate the building concept in 3 simple steps, to be used throughout all forms of promotion.

Inspiration: Provide play and engagement opportunities where ever possible throughout all forms of promotion, LEGO indicates that humans are social by nature

and want to engage with brands, and each other, at any opportunity.

To be used throughout promotion

Inspiration: Provide visuals to display the final outcome / show what you can do with the product, demonstrate how simple the concept is to encourage

consumers to want to explore the brand and find out more about the product

Augm

ented

reality

Inspiration: In-store product scanners. Opportunities to merge both digital and physical aspects of promotion, to be applied to the educational

tablet application and app extension allowing children to bring their 2D creations to a 3d reality and explore world through the eyes of the Volvic Connect camera.

+

Developed to be the “face

” of V

olvi

c C

onne

ct

traditional colours of LEGO bricks

Main sources of design inspiration which have been applied to all forms of promotion in order to maintain a consistent and fluent brand image.

Implementation of the

Further creative design direction: LEGO Education sample pack.

c A M P A I G N o B J E C T I V E S

S m a r tObjectives

Collaborative brands, Volvic and LEGO, aim to launch a new ethically aware and eco friendly water product with intent towards significantly heightening young children's engagement with the water category. The campaign strives to educate consumers through a very singular, hands on learning experience in relation to effectively communicating the concept and benefits of recycling through cross curricular activities linked through STEM. The objective of the campaign is not only to assist in reducing the associated production and manufacturing processes of the product but also to encourage local cultures and communities to work together towards supporting more ethical behavioural practices in the area. Children are therefore encouraged to engage, interact and learn with the product and promotional material in order to encourage learning activities, both in school and at home.

s P E C F I C

SCIEN

CE

TECHN

OLOG

Y

ENGIN

EERING

MATHS

s M a r tObjectives

m E A S U R A B L E

Increased engagement with the category will largely be measured by volume sales across a 6 month time period in addition to the number of schools and communities that are actively participating in the project. Media coverage and environmental statistics will also be a key performance indicator in terms of monitoring the level of improvement in ethical behavioural practices amongst local areas. Consumers response and engagement with the various promotional platforms will also allow the brand to measure how effectively it has met its objectives, this will be in terms of the number of app downloads, visits to the website, creation uploads and the number of bottles that have been donated to schools as part of the campaign.

Sales volume, environmental stats, website hits and

participation numbers!

Number of bottles donated vs number of bottles sold!

s m A r tObjectives

Healthy budgets and un-restrictive allowances

Market leaders!

Danone accounts for almost half of the entire

water categories promotional spend!

a C H I E V A B L E

Initially the campaign will launch nationally over a 6 month time period allowing the brand to effectively monitor its progress in order to establish potential for expansion and future developments. Backed not only by a global player of the children’s toy industry but by the undisputed leader of the bottled water market, accounting for almost half of the entire categories promotional spend (Mintel, 2014), collaboration across brands will therefore allow objectives to be met through un-restrictive budget allowances and the ability to effectively promote the product to mass markets as well as more direct target customer base.

Objectives

s m a R t

r E A L I S T I C

Adequate resources will be used in terms of producing and developing promotional methods of communication towards ensuring that all of the objectives are successfully met. Innovative means of above of both above and below the line promotion will therefore be produced in house and by third party agencies in order to successfully meet the requirements of the objectives in the time scale that has been prescribed. In store promotion along with the company website, posters and animations will all be created in house, all other forms of promotion will therefore be outsourced and calculated to sit comfortably within the budget plan.

Promotional developments 3 months running up to launch* see campaign plan.

A combination of in-house and third party agencies!

Objectives

s m a r T

t I M E D

Volvic Connect will launch its full product range the week commencing 22nd of February 2016. This will allow for the annual health trend to kick in along with providing enough time to execute the 3 month donation period in which members of local communities are able to donate their empty bottles to schools allowing them to compete in the Community Connect competition the first weekend in June. Launching and educating consumers in relation to the product prior to the 6 week holidays helps to ensure that the objectives are not only met throughout the 6 month time period but also continue to be met in alignment with ongoing promotion in the hope that consumers will continue to learn, play and build with the product outside of school and throughout the six week holidays. Objectives intend to be met by the end of the 6 month time frame however as certain aspects of promotion are ongoing, beyond the 6 month campaign plan, objective related statistics are expected to continually improve over the course of a year.

6 Month time frame!

Product Launch!22ND FEBRUARY

2016

t H E 5 i T S

For consumers to discover the brand, actively raising awareness of the product and the campaign promoting the educational, ethical and health associated benefits to the target market range through the appropriate means of communication and relevant promotional tools.

To demonstrate the action of the bottle building concept in addition educating consumers in terms of the ethical benefits of the product and cross-curricular links through STEM.

For consumers to physically interact with the brand, experiment, engage and play with the product

Share it: To encourage schools, communities and families to work together, unite and share their ideas in order to work towards achieving greater outcomes.

To connect with consumers on an ethical level and to allow them to connect with each other strengthening the bond between them and their community

SEE IT!

DO IT!

GET IT!

SHARE IT!

FEEL IT!

c U S T O M E Rp R O F I L E

t A R G E T

c O

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f A M

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