Creative Media ProjectGroup 2

GreenWave x Flappy SEARCH

Contents

1 About Us

2 Brief Interpretation

3 Considerations &Challenges

5 Big Ideas

6 Products

7 Marketing Strategies

4 Research 8 The Instruction Video

1. About Us We are a ‘full service’ media and communications agency in the United Kingdom, providing economical digital and creative communication solutions for companies dealing with disaster risk management, disaster relief services, safety and environmental sustainability.

Media Director Arushi Mathur

Corporate Social Responsibility Director

Nathan BusbyStrategic Marketing Director

Xiaomeng Wei

Creative Director Yu Liu

Production & Technology Director

Yen Hsin Cheng Yefan Hai

Our Members

Production & Technology Director

Click icon to

add picture

Strategic Marketing Director Zhanghan Yue

Offering creative insight and expertise for developing a digital platform where flood victims may share their memories and experiences and build a reservoir of knowledge . (App improvement

2. Flappy --Brief Interpretation

Promoting ‘Flappy’ as a digital platform for not only collective memory but also collective knowledge. (Branding and marketing solutions)

Researching and getting to know target audiences and customising the app’s features for them. (Audience development)

Building a creative communication strategy for the app. (The big idea, marketing essence, instructional video, promotional strategies)

3. Considerations & Challenges

Product related:1.How to present our ideas visually with creativity? 2.Finding an attractive story structure for the 2-minute video is a challenge.3.It is hard to get the copyright permissions for using others’ videos and pictures?4.Budget?5.This app seems to be a ‘non-profit’ app, so it is a little difficult to promote it as a commercial app.

Process related:1.Too many ideas for app features.2.Is this app for only one local place or the whole U.K.?3.How to attract our audience?

4. Research

Consistently flooded and is at risk from rising river banks and coastal erosion, affecting both urban and rural areas. 

We also deduced that due to its propensity to flooding, it would house the largest number of willing app users that will have plenty of memories to share.

We carried out some research on Lincolnshire’s flood history, main industries, geographic feature, demographic composition, leading press, TV, radio and social media platforms of Lincolnshire.

Target cities – Lincoln & Boston.

Location - Lincolnshire

A combination of a high spring tide and a severe windstorm caused a storm tide. Together with a tidal surge of the North Sea, the resulting water level reached up to 5.6 metres above average sea level.

Heavy Rain. Roads flooded in Lincoln, Louth and Horncastle, homes were flooded, the River Witham and Brayford Pool overtopped, people were evacuated by boat from about 120 flats in Lincoln, and homes near Market Rasen and Scunthorpe, North Lincolnshire were left without power.

Flooding disruption in Lincolnshire amid heavy rain

Flood History

1953

2007

2012

‘Horrendous’ flash floods cause damage in Lincolnshire. (Great Gonerby postmaster Stuart Wilson said water was cascading down the streets during the rain storm.)

Yorkshire and Lincolnshire flooding caused by heavy rain.

……

2015

2017

2018

Flood History

Target Audiences Memory Feature:

1. Local residents who have flood experience (Individuals aged 35-65), such as residents working in agricultural industry.2. Flood Relief Personnel .

Map and Flood Management Feature:Local residents with no flood knowledge.

‘Memories’ Feature

q  The main focus of the app is to provide a platform for those affected by floods to share their stories.q  The ‘Memories’ feature will allow people to share, upload and view audio/video clips. People can share experiences about how they saved themselves and their friends/family from physical harm. They can also discuss the psychological impact of floods and how to overcome stress/trauma from the experience.

‘Floods Management’ Feature

‘Flappy’ has the potential to be more than just a digital warehouse for memories relating to floods. We propose adding more features to make it an educational platform – an information hub for all matters relating to floods; a site which people of all ages can access to learn about flood risk management in an interesting, interactive and engaging way.

The ‘Flood Management’ feature will include

the following:

A) Interactive Map

B) Info for Risk Minimisation and

Preparedness

C) Curated Educational Videos

Share Connect Learn

5. The Big Idea

5. The Big Idea

COMMUNITY IS KNOWLEDGE;  KNOWLEDGE IS POWER.

It’s important to market the App in a way that suggests that it’s community elders to pass on their knowledge to the community youth in order for the community to act as a strong cohesive unit in times of adversity.

This is a still from the movie The Karate Kid. Essentially, this is the kind of partnership the app’s brand should suggest between the two target groups – the elders or the “experienced” and the youth or the “inexperienced”. The brand should promote a consistent sharing of knowledge and valuable experiences so that the community is equipped to deal with crises and flood disasters. 

5. The Big Idea

q  FLAPPY IS THE REQUISITE DIGITAL PLATFORM FOR SHARED KNOWLEDGE

q  The app’s ‘memory’ feature allows the community elders with knowledge of floods to upload and record their experiences and advice. The community youth can then watch these experiences to learn and gather information.

q  The ‘flood management’ or education  feature also links up with this idea of promoting knowledge and awareness. Flappy is a digital warehouse of information, guidance, knowledge, inspiration, community values and education for flood preparedness and disaster risk management.

6. Products

Slogan Design

1. HomeThe home interface has two parts: news and recommended memories. News will provide latest flood news and user events of our app. We will recommend some good flood memories every week to inspire more good works.

2. AccountIn account interface, you can edit your profile, check your messages, change your settings and open flood alert. Once you open the alert, your will receive flood alert according to your location.

3. MemoryIn memory interface, you can read others’ memories, comment and share it on your social media. You can sort them by location, time and popularity.

4. ManagementManagement has three parts: interactive map, safety instruction and video.

5. Interactive mapThe Interactive map will show you the level of flood risk in your location or in different places as you click them.

6. Safe InstructionsInformation about how to prepare for flood and what to do when flood comes will be given here. This interface can be used offline.

7. VideosVideos about flood education and self-protection in flood will be offered here for people to learn about flood.

01

03

02 7. Marketing

Strategies

Marketing Concepts

Direct Contact Advertisement Offline Speaker Series

Establish official Flappy account on

Facebook to contact the members of

Lincolnshire Agriculture Group and Flood

Relief group. Ask them to share their own

flood memories on Flappy.

Direct Contact

Advertisement

Broadcast

Content: Sound of Water

The audience will hear a series of sound of different forms of water. Water drips come first, followed by stream, ocean wave, and the sound of flood. A man then begins to tell his own flood story with sound of flood as the background. At the end of the ad comes “ Tell the story. Embrace the family. Get to know Flappy. Get to know flood. Flappy, Your bridge over troubled water.”

Channel: Lincs FM

Newspapers & Website

Advertisement

Newspapers: Lincolnshire Echo

Website: LincolnshireLive

Advertisement Bus Body

Offline Speaker Series

Invite users of Flappy to share their flood stories to the local communities and introduce knowledge on “how to deal with flood” to those without flood experience.

Play introduction video of Flappy and distribute leaflets of Flappy during the offline activities.

8. The Instruction Video An interactive flood memory app based upon real-world experience, interest, and digital competency with additional features focused on education and ‘preparedness’.

Thank you for watching!

All of our research and work can be found documented here: https://creativemediaprojectdiary.wordpress.com