TAG Promax Brief 2011
The main problem faced by TAG is that they are targeting a notoriously difficult to reach audience increasingly immune to traditional ʻyouth targeted advertisingʼ. My solution is designed to engage with them at street level by letting them discover the TAG services themselves. I propose spontaneous mobile projections targeted in key locations to engage with young people, bringing TAG to their doorstep. Travelling TAG vehicles will go to each city with TAG centres and use 3D projection mapping on mainly large, high rise buildings such as council flats. It would be a real visual spectacle that gets people asking ʻwhat is this TAG all about?ʼ and elevates thebuildings to a new level, transforming them into a canvas for new technology. This targets the heart of the community and the word will spread. The strategy is to create a feel-good, uplifting teaser campaign for TAG, that engages with its audience by allowing them to discover the message and ultimately the services. Word of mouth is crucial so I believe ambient advertising that will get people talking should be the main push to extend the campaign.The proposition for this campaign is for people to ʻDiscover TAGʼ.
I received a commendation at Promax for this project and was invited to attend the 2 day conference in November 2011.