PROJECT BRIEFING TEUN BONGERS CMIDM4 THIJS VAN LAARHOVEN JAN THISSEN WILLEM DE VREE
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PROJECT BRIEFINGTEUN BONGERS CMIDM4THIJS VAN LAARHOVENJAN THISSENWILLEM DE VREE
CONTENTS
‣ Theme
‣ Target Group
‣ Stakeholders
‣ Field Research
‣ Communication goal
‣ Brand Identity
‣ Media Combination
‣ Proposition
‣ Scoping
THEME | ENJOYING THE CHAOS
TARGET GROUP | RAILROAD TRAVELERS
TRAVELLERS | CHALLENGES
STAKEHOLDERS | NS | Servex | AKO | Rijwiel shop | PRONTO PHOT
FIELD RESEARCH
‣ Although people are aware of the project, they do not know exactly what to expect.
‣ Common attitude towards project is positive
• Inform and entertain the travellers and commutors on a trustworthy and playfull manner during the inconvenient years of chaos.
• “Make the chaos enjoyable”
COMMUNICATION GOAL
BRAND IDENTITY
MEDIA PLATFORMS
SENSES
PROPOSITION
• Instead of getting bored or annoyed by the inconveniences of the Spoorzone Project, travellers will be encouraged to participate in a cross-medial and social activity.As a result, travellers will no longer feel frustrated whenever they miss their connection.
SCOPE
• One-time-dynamic project
WHAT’S NEXT?
• Concept Development
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