Turntables by Ximena Arnold and Danny Young

Key Insights and Truths• Over 55’s are a misunderstood demographic, brands are not showing enough interest and they are

feeling excluded. The tone, message and language doesn't suit their age, treating them as if they are far older than they feel. Existing perceptions about them are out dated

• Most economically powerful age group, they have more expendable income.

• 50% of over 50’s feel as if they are not their age and are not as worried about ageing as others, embracing it and not concerned about holding back years

• They are bold and adventurous, wanting to seize the moment na make the most of life. Not having to worry about the future, smile more because they have a happier outlook, less stressed.

• Vinyl matches the original sound wave of a piece of music more accurately than mp3 or CD , not missing any information. A better sound.

• From Primary research, we discovered that over 55’s want something more physical, more reliable and something that will allow them to feel closer to music, not disconnected. A more social occasion and a more intimate way of listening to music

Strategy

• To Inspire people to live their life to the fullest through music, be better connected and gain an experience.

Proposition• CONNECT TO THE EXPERIENCE

• Connecting to the music and experiencing something great.

Emotion• INSPIRE. Inspire older generations to go against the

stereotype that the media portrays them to be to live their life how they feel with no concern for age

Initial Idea 1

• NATURE- Keeping to the natural experience of music, this idea asks the audience to stop skipping the music as people often do this on their computer and it ruins the experience. It doesn't allow for the whole song to run its course, cutting it before its able to grow on the viewer and become a enjoyable song. Looking at how nature shouldn't not be disturbed because its beautiful, its better to leave things as they are and with a turntable you are unable to skip so when you hear a song, you listen to it till the end, enabling you to fully get connected to it. This is drawn from the insight that people feel less connected to music due to the way in which it is played, by having it play in the way in which the artist intended, pure and untouched, you can experience its full sound with joy.

• This wasn't chosen as a final because it didn't inspire audiences nor show any type of experience that the viewer would have a desire to have.

Initial Idea 2

• VIRTUAL MUSIC- Making the link between a person who is virtual and music that is virtual. The idea that seeing on it screen creates less of a connection to the viewer/ listener, feeling less engaged to what its giving out and not believing that its real, knowing that its all pretend but wanting to feel and touch it. Having vinyl is better due to tis physical aspects, an insight from primary research indicates how over 55’s feel towards it is what created this concept. Technics is offering a real connection as appose to one that has no reality to it, its simple make believe. This advert follows a lady who is seen to be talking and falling in love with a virtual man on her laptop, a file which she opens up. However she is wanting more as its explained in the narration, she doesn't believe the words he speaks and the glitches make the connection less real. Until she decides to turn the file into a vinyl, she plays him on a turntable and she finally hears his voice for the first time, she notices the difference from a robotic voice to a human one. the last scene indicates how strong the power of the sound is, that it’s made him a man, one she can touch and feel.

• I like the way this advert made the viewer feel, its a heartwarming tale than people would find interesting, making the link between the human and a song. However the inspire emotion doest feature quite as heavily as I would have liked and the experiences and solely focused on romance and nothing else.

Initial idea 3• MAKE MUSIC RIGHT- This focuses on the way that music can

be heard in the right way on a turntable and how you can notice when a song is played wrong, missing vital elements that make it what is is and without it, it loses its magic. Looking at both visuals and copy, one being a glove of Michael Jackson’s, having the obviously wrong colour as its supposed to be white, the iconic look is lost and so is the music experience . The other print ad looks at how words aren't correctly said, a famous Beatles song has been sung wrong which once again ruins what we loved about it. The correction shows how the turntable is able to fix the issue and provide a real and authentic sound thats just how you remember.

• Chose not to go ahead with this idea as I felt it didn’t convey and experience, only that the song you are listening to is played right, you aren't experiencing anything new or exciting.

Big Idea

• Inspiring New Experiences

• This concept looks at targeting an audience known as the ‘elastic generation’ a specific category of over 55’s who are looking for excitement and anything new which can give them a unique and memorable experience. In this ad we look at how a song played on a turntable can influence what you decide to do next, the lyrics and sound being key, acting as something to will you to do these adventurous activities, going on a journey which will make you feel like you living more than ever before. Showing a man going through a range of new experiences that appear impossible for someone so ‘old’ to do but this is removing any stereotypes, showing how they want to experience the new because they feel new in themselves.

TV ADVERT

TV ADVERT

EVALUATION• This brief set a very challenging task which proved difficult to manage, especially at the initial stages. It asked us to target an audience of over 55’s, a demographic not previously looked at, I made

it my mission to try and fully understand the people I was talking to so that I could communicate in an effective and correct method. I delved into statistics and how brands today are unable to reach them bar one or two who are deemed successful. From these, I analysed each aspect to determine which tone they best responded to. Secondary research proved to be helpful during the research process but the insights I thought were the most interesting and poignant were the ones gathered from primary research, asking real people about turntables, pin pointing what they like and dislike and them and what would make them purchase it today. This helped tremendously as it gave me a clear picture of who I was speaking to as well as a direction, leading me to the strategy and proposition. I believe the insights we gathered forwarded our thinking and enhanced our ability to understand an audience we knew little about. We struggled slightly to word the prop at first but when we had it, it enabled us to produce a range of ideas through a range of techniques. I felt like all the thinking techniques offered something, brainstorming and image surfing seemed to slow down my ideation however. The most interesting ideas I believe came from the a new technique ‘Intergalactic’ which proved to work well in enabling me to think more out of my comfort zone and delve into uncharted territories with concepts.

• I felt like choosing a brand was a good choice as it allowed us to look into the specific beliefs and philosophy of Technics, how they wanted to be perceived, what they offer their consumers and go into their past to discover what effect they had on our audience and it seemed as if they were known and trusted to be one of the best at the time, The revival of an old product worked well with our final concept, strategy and prop as it talks about how one may be seen as old but has a urge to do new things in their lives, they are not done yet. Also people are familiar with its status as being popular in the 70’s and they have a connection to it already that couldn't be matched to a new brand. As its new, we wanted to get people excited for it arrival so they can consider whether they would like to purchase it.

• The ideas we generated were interesting but not all linked closely with the proposition. From the random word technique, one of our first ideas was the ‘natural experience’ concept which we thought to be a solid idea that had room to explore, especially with visuals, having a great deal of potential we went ahead with it and developed it further, creating multiple visuals, that were simplistic in style, completely focusing on nature, how we are connected to it, similar to music and how a natural experience is the best experience. However we soon discovered that this didn’t actually covey the feeling we wanted, there was nothing inspiring in the copy nor the image and the idea fell flat when we discussed it with out tutor who pointed out the many flaws. We then went away and had to turn it around, generating a while new concept based more on experiences as this is what we should have focused on from the start. I’m happy with what we were able to develop especially in such a short space of time . Coming up with a tv advert that related to our strategy, emotion and prop is what made it such a success, it communicated all the messages we wanted to. The excitement of each new and adventurous activity shown with current dance track that would create a greater sense of desire to try new experiences through the aid of technics, opening you up to new music and discovering a life thats worth living. Its effective and memorable in tis delivery and works well to speak to a certain audience than seems to be neglected often or just not know about.

• I chose to work with Danny because I had worked with him previously on another brief and found his input in creative thinking very impressive, his ability to quickly generate ideas came into play once again as I focused on the research side of the project, he is a far more creative thinker which helped with my learning, to come up with less forward thinking ideas and more out of the box ones that didn't go down such a conventional route. I found he also developed as a creative, seeing how I worked seemed to influence how he chose to work on his research. I realised by the end,we rushed the ideas process as we were focused so much on the insights which we gathered a large amount of, some unnecessary information. I found that we worked well along side each other because we have a passion for different parts of the advertising process which made it easier for us to focus on our strengths and come to together to create something that uses both of our abilities.

• If I were to improve this project I would have spent less time on the research section, allowing myself only one week to complete this as it would give me more time to develop my ideas, generate more and help me to focus on how I should word my proposition so that no mistakes are made initially, speeding up the whole process so that more time can be spent on how the final idea should look and what it should communicate. It was frustrating to scrap a whole idea which we had thought was strong but we were glad we got told these issues before we completed the project as it allowed us the opportunity to mend it and improve upon it. Next time we should look to fully evaluate the idea before moving forward, seeing if it does everything we want and if it ’s creating the right emotion we want to evoke on the audience. In conclusion I felt we did a good job with the brief and created a TV advert that would inspire over 55’s to buy a technics Turntable.