Concours is DAIICT's annual sports festival.
When asked to design a promotional strategy for Concours 2012, a multimedia-approach was developed: T-shirts, Advert film, Posters and SMM. Yet, there is nothing new about promoting a college fest - the media choice is almost standard protocol.
The intervention began with identifying the need for design:
A) as regards the T-shirts:
1) They should communicate sportiness; as well as the sporting-spirit
2) In a technology-oriented institute like DAIICT not many students attend a sports event - create an idea of friendliness, approachability in the design
3) capture the attention of the first year students as they are in a better position to respond
4) add value to the simple t-shirts
The delivered design is not very intricate but bold - the main graphic hints at humankind's playful nature; there's also a little pun on the traditional Concours logo which appears as the basket. Textual emphasis is on Concours and Sports - highly visible and direct in message. The graphics at the back of the t-shirt indicate the range of sporting categories organised.
The pastel base-colors of the t-shirts, the fonts as well as the copy all indicate to a sports-fest for all and not just the 'pros'. The friendliness of the graphics allow an approachability to the event.
The copy 'Know Concours Know Sports' are also a tip to the first year students; as a kind of clue to integrate themselves into the social fabric of the college seamlesssly.
And finally, the popularity of the designs meant that students bought multiple t-shirts (also because the single color meant reduced production costs) of multiple colors. this extended the longevity of the t-shirts as well as enabled use in further sporting (and other use) even after the conclusion of the festival - forming a 5-a-side football team for an impromptu match wearing different 'jerseys'.
A) as regards the Advert Film:
1) It should feel sporting, catchy, groovy and be driven by the spirit of sport (not necessarily professional / performance sport)
2) In a technology-oriented institute like DAIICT not many students attend a sports event - create an idea of friendliness, approachability in the design
3) Capture the attention of the first year students as they are in a better position to respond - reassert the slogan 'Know Concours, Know Sports'
4) Add a sense of energy as well as humour - making the College Annual Sports an activity for all!
1) It should feel sporting, catchy, groovy and be driven by the spirit of sport (not necessarily professional / performance sport)
2) In a technology-oriented institute like DAIICT not many students attend a sports event - create an idea of friendliness, approachability in the design
3) Capture the attention of the first year students as they are in a better position to respond - reassert the slogan 'Know Concours, Know Sports'
4) Add a sense of energy as well as humour - making the College Annual Sports an activity for all!
The final promotional is a complete account of Sports at DAIICT! It introduces to freshmen all the activities that are on offer to participate in. The edit (also done by myself) is edgy and groovy and in the true spirit of play.
The video is also bordering on the funny - making the event more approachable and friendly than something 'reserved for the pros only'.
This media was then marketed on social media through Youtube and Facebook and in-lecture demonstrations.
The Video received over 650 views in Youtube alone.
The net result was student participation increased (by atleast 100% estimated). Concours 2012, being not a major event in the DAIICT social calender, assumed unprecedented importance and enjoyed participation comparable to the bigger major events such as 'Maniere' or 'Synapse'.
Ankit Dubey, convener of the sports committee won the annual best convener award for the conduction of Concours 2012
The design project also involved laying out certificates such as this. These were also done by me.
