The following is a university presentation that was the conclusion to a three month class in which we had to create, advertise and give added insight into a music festival that if you could pitch to a music company to go live, you would.
My final creation isn't justified in the following presentation ad it includes reports, sketchbooks, visual mounts, a recorded focus group and several variations of visuals. The report is in the base of this project.
The class, Visual Communications, became my highest graded course at university vastly changing my overall grade.
My final creation isn't justified in the following presentation ad it includes reports, sketchbooks, visual mounts, a recorded focus group and several variations of visuals. The report is in the base of this project.
The class, Visual Communications, became my highest graded course at university vastly changing my overall grade.
1.0 Creative Idea
Mod Sounds: Glasgow 2015 is intending to take the British Subculture of “Mod” and give it a much needed modern twist in order to have a true mod revival. The idea intends to use a variation of social media and advertising aided with strong branding and sharp themes to create a ‘buzz’ around a revival of a British Subculture in Glasgow.
2.0 Research
In order to discover more about mods an initial research was done into the current traits. Mods are recognised as sharp, smartly dressed individuals with similar style and taste in clothes, music and transport. With iconic imagery and brands that is now recognised as being mod its easy to see how captivating the subculture was. Mods like to believe they are quintessentially British and are often known to brand with red, white and blue.
Looking more in depth into Glasgow mods, a revival attempt has already happened several times by organisations such as Friday Street or March of Mods UK. However they did not become successful, I believe due to the wrong output media and approach to it.
3.0 Target Market
Our target market is followers of the British Subculture of Mod, primarily. However it also has close ties to Madchester movement and Northern Soul followers too. The campaign aims to target both male and females aged between 18 & 60. This is to include the upcoming mods alongside the original subculture followers and creators. The festival is 18+ due alcohol reasons.
We know our target market is brand loyal and with strong, distinctive taste in music, clothes and style. They have become a very niche group of people which makes them easier to target as they all follow the same outlets.
What I would like for them to do is join in with the output and follow it regularly and inevitably purchase tickets for the festival and share that they have done so, embracing that they are mods. We want to show them that mod culture is back and is now fresh and new for a modern revamp, we hope to provoke the consumer with the output media that they will be subjected to.
Mod Sounds: Glasgow 2015 is intending to take the British Subculture of “Mod” and give it a much needed modern twist in order to have a true mod revival. The idea intends to use a variation of social media and advertising aided with strong branding and sharp themes to create a ‘buzz’ around a revival of a British Subculture in Glasgow.
2.0 Research
In order to discover more about mods an initial research was done into the current traits. Mods are recognised as sharp, smartly dressed individuals with similar style and taste in clothes, music and transport. With iconic imagery and brands that is now recognised as being mod its easy to see how captivating the subculture was. Mods like to believe they are quintessentially British and are often known to brand with red, white and blue.
Looking more in depth into Glasgow mods, a revival attempt has already happened several times by organisations such as Friday Street or March of Mods UK. However they did not become successful, I believe due to the wrong output media and approach to it.
3.0 Target Market
Our target market is followers of the British Subculture of Mod, primarily. However it also has close ties to Madchester movement and Northern Soul followers too. The campaign aims to target both male and females aged between 18 & 60. This is to include the upcoming mods alongside the original subculture followers and creators. The festival is 18+ due alcohol reasons.
We know our target market is brand loyal and with strong, distinctive taste in music, clothes and style. They have become a very niche group of people which makes them easier to target as they all follow the same outlets.
What I would like for them to do is join in with the output and follow it regularly and inevitably purchase tickets for the festival and share that they have done so, embracing that they are mods. We want to show them that mod culture is back and is now fresh and new for a modern revamp, we hope to provoke the consumer with the output media that they will be subjected to.
4.0 Location
The festival will be hold in Glasgow Green. The city park will be the host of the three day festival and be rebranded as Mod Sounds: Glasgow 2015 for the three days. It is large enough to host the stage, tents, food stalls and other facilities.
5.0 Sponsors
The festival will boast three sponsors that are suitable for the style of Mod Sounds.
The first is WEST Brewery, with its premises at the opposite end of Glasgow Green its an easy location. They will be the sole supplier of alcohol to the festival for the three days. They will gain return on invest by having their logo across all output media from Mod Sounds: Glasgow 2015.
The second is Fred Perry Glasgow. Fred Perry is an iconic mod based brand but rather than use the large flagship of Fred Perry the festival will sign up the local Fred Perry store who have been known to sponsor other niche mod events in the past. This will keep the local connection.
The final sponsor is the food supplier for Mod Sounds. The aim of getting Northern Soul Grilled Cheese on board is to have them as a permanent sponsor since they are a touring food retailer. Their branding is predominantly based around their Northern Soul Connections.
6.0 Line Up
The festival will be host to four headline acts playing across the three days along with 3 support acts who will be featuring on all three nights of the festival. The support acts are up an coming mod and northern should based groups that will fit the target market and festivals needs well.
7.0 Logo Development
The final completed logo for Mod Sounds: Glasgow 2015 was created after numerous changes. The logo was created in a mix of illustrator and photoshop and was complete during the planning stage of the campaign process. The logo will be used across all output media and be sold as a patch at the event for people to stitch to their jackets. It has been created in order to change the text underneath depending upon the city in which Mod Sounds is hosting in.
The final logo was made more flat since the first meet as it was said to be difficult to read due to the stitch/sketch effect. Since then the final logo has been focus grouped and has been said to resemble a target, flow well, the colours are recognisable along with a very mod styled font.
8.0 Advertising Development
The first approach to the advertising output was done without research and used illustrator to create an arrow template that could be used across all output media. This was adapted to incorporate the logo and then given some life with the red, white and blue colour scheme. This made the visual look messy and unable to focus on the text. The focus group agreed to this and said that it was ‘too busy’.
8.2 Advertising Development Research
I then researched typical festival posters and what makes a festival poster, during my search I found older versions of TITP posters which showed bright landscapes with minimalistic overlays and bold text which captured you attention. My focus group agreed that festivals should have an open, outdoor feel to them and therefore the branding should too.
8.3 Revised Advertising Development
The final poster development is based on the original summer styled festivals with bright eye catching landscapes. The main attention of the AIDA model is the soft overlays and the bold text of ‘Paul Weller’. A member of the focus group said that as a fan they are instantly drawn to this.
The festival will be hold in Glasgow Green. The city park will be the host of the three day festival and be rebranded as Mod Sounds: Glasgow 2015 for the three days. It is large enough to host the stage, tents, food stalls and other facilities.
5.0 Sponsors
The festival will boast three sponsors that are suitable for the style of Mod Sounds.
The first is WEST Brewery, with its premises at the opposite end of Glasgow Green its an easy location. They will be the sole supplier of alcohol to the festival for the three days. They will gain return on invest by having their logo across all output media from Mod Sounds: Glasgow 2015.
The second is Fred Perry Glasgow. Fred Perry is an iconic mod based brand but rather than use the large flagship of Fred Perry the festival will sign up the local Fred Perry store who have been known to sponsor other niche mod events in the past. This will keep the local connection.
The final sponsor is the food supplier for Mod Sounds. The aim of getting Northern Soul Grilled Cheese on board is to have them as a permanent sponsor since they are a touring food retailer. Their branding is predominantly based around their Northern Soul Connections.
6.0 Line Up
The festival will be host to four headline acts playing across the three days along with 3 support acts who will be featuring on all three nights of the festival. The support acts are up an coming mod and northern should based groups that will fit the target market and festivals needs well.
7.0 Logo Development
The final completed logo for Mod Sounds: Glasgow 2015 was created after numerous changes. The logo was created in a mix of illustrator and photoshop and was complete during the planning stage of the campaign process. The logo will be used across all output media and be sold as a patch at the event for people to stitch to their jackets. It has been created in order to change the text underneath depending upon the city in which Mod Sounds is hosting in.
The final logo was made more flat since the first meet as it was said to be difficult to read due to the stitch/sketch effect. Since then the final logo has been focus grouped and has been said to resemble a target, flow well, the colours are recognisable along with a very mod styled font.
8.0 Advertising Development
The first approach to the advertising output was done without research and used illustrator to create an arrow template that could be used across all output media. This was adapted to incorporate the logo and then given some life with the red, white and blue colour scheme. This made the visual look messy and unable to focus on the text. The focus group agreed to this and said that it was ‘too busy’.
8.2 Advertising Development Research
I then researched typical festival posters and what makes a festival poster, during my search I found older versions of TITP posters which showed bright landscapes with minimalistic overlays and bold text which captured you attention. My focus group agreed that festivals should have an open, outdoor feel to them and therefore the branding should too.
8.3 Revised Advertising Development
The final poster development is based on the original summer styled festivals with bright eye catching landscapes. The main attention of the AIDA model is the soft overlays and the bold text of ‘Paul Weller’. A member of the focus group said that as a fan they are instantly drawn to this.
9.0 Advertising Space
In order to capture our target market on as the navigate in and around Glasgow City Centre and on their commute the advertising of the campaign is mainly outdoor.
9.1 Outdoor Advertising
The outdoor ad space used is between bus stop adverts, subway wall posters and by taking over a recent installation on Argyle Street, the second busiest shopping street in Glasgow. The recent installation is a 45ft corner space that can be seen from any end of Argyle Street and Glassford Street.
9.2 Print Advertising
The campaign aims to use sponsored articles and full page shots inside The Banter Magazine. A small Scottish based charity magazine that has a large mod readership.
9.3 Online Advertising
BritishSubcultureBlog, run and created in Glasgow by a member of staff and Boyd Digital has recently opened up the ability to advertise on their site. Due to the following being the exact target market for Mod Sounds: Glasgow 2015 and it being Glasgow based, Mod Sounds: Glasgow 2015 will place an ad banner on their site with direct link to the Mod Sounds official facebook page.
10.0 Social Media
Mod Sounds will be using Facebook, Twitter and Instagram for their output. Facebook will be the primary output and will also be host to our event launch. The Facebook page will be cohesive with all other branding and will keep followers up to date with anything new happening at Mod Sounds Glasgow. Instagram will be used as for any visual output but with direct shares to Facebook & Twitter. During the event the audience will be encourage to take #ModSoundSelfies and share on instagram with the hashtag in order to be featured on the big screen beside the stage. The generates natural and organic output for the campaign.
11.0 Launch Event
The initial launch event was planned to be a ‘March of the Mods”. A Facebook event invite would be sent to all followers of Mod Sounds on Facebook in order for them to come and take part in a march from George Square to Glasgow Green in order to promote the mod revival.
Upon consolation with my focus group they suggested this could be taken in the wrong way by other city centre consumers who aren’t aware of the event and may become a scare factor.
The idea was then changed to be a Mod Sound: Scooter Parade. Same as before, an event to all current followers to bring their scooter along to George Square and take part in a city centre route to Glasgow Green. All participants would receive 10% off their tickets which could be purchased from that day onwards. The focus group agreed this was a more suitable idea.
12.0 Festival Extra
In order to keep the consumer entertained and happy the festival will boast some added extras.
12.1 The Ticket
All tickets will be the same style as the output media and be up the highest possible quality, this is to allow attendees to keep their ticket as this is something that is quite common amongst mods.
12.2 Merchandise
At the event, Fred Perry Glasgow will be selling Mod Sound: Glasgow 2015 limited edition cross over polo shirts, this allows people attending the gig to prove they were there and show their support.
12.2 Gifts
The festival will also give away a free poncho which will be styled in the style of a parka with all sponsors logos in the style of stitch patches on the sleeve, they will also be encouraged to take a photograph and hashtag it on Instagram whilst wearing them in times of rain at the festival, if their is any.
13.0 Conclusion
In conclusion Mod Sounds: Glasgow 2015 could potentially be the well needed revamp and modern take on mod revival, bringing subculture back to life but with a modern take. With strong output media and correct branding, sponsorships, music line up and social engagement it could feel like a re-launch of the subculture rather than a revival. Taking the old culture and making it new and enjoyable again.
In order to capture our target market on as the navigate in and around Glasgow City Centre and on their commute the advertising of the campaign is mainly outdoor.
9.1 Outdoor Advertising
The outdoor ad space used is between bus stop adverts, subway wall posters and by taking over a recent installation on Argyle Street, the second busiest shopping street in Glasgow. The recent installation is a 45ft corner space that can be seen from any end of Argyle Street and Glassford Street.
9.2 Print Advertising
The campaign aims to use sponsored articles and full page shots inside The Banter Magazine. A small Scottish based charity magazine that has a large mod readership.
9.3 Online Advertising
BritishSubcultureBlog, run and created in Glasgow by a member of staff and Boyd Digital has recently opened up the ability to advertise on their site. Due to the following being the exact target market for Mod Sounds: Glasgow 2015 and it being Glasgow based, Mod Sounds: Glasgow 2015 will place an ad banner on their site with direct link to the Mod Sounds official facebook page.
10.0 Social Media
Mod Sounds will be using Facebook, Twitter and Instagram for their output. Facebook will be the primary output and will also be host to our event launch. The Facebook page will be cohesive with all other branding and will keep followers up to date with anything new happening at Mod Sounds Glasgow. Instagram will be used as for any visual output but with direct shares to Facebook & Twitter. During the event the audience will be encourage to take #ModSoundSelfies and share on instagram with the hashtag in order to be featured on the big screen beside the stage. The generates natural and organic output for the campaign.
11.0 Launch Event
The initial launch event was planned to be a ‘March of the Mods”. A Facebook event invite would be sent to all followers of Mod Sounds on Facebook in order for them to come and take part in a march from George Square to Glasgow Green in order to promote the mod revival.
Upon consolation with my focus group they suggested this could be taken in the wrong way by other city centre consumers who aren’t aware of the event and may become a scare factor.
The idea was then changed to be a Mod Sound: Scooter Parade. Same as before, an event to all current followers to bring their scooter along to George Square and take part in a city centre route to Glasgow Green. All participants would receive 10% off their tickets which could be purchased from that day onwards. The focus group agreed this was a more suitable idea.
12.0 Festival Extra
In order to keep the consumer entertained and happy the festival will boast some added extras.
12.1 The Ticket
All tickets will be the same style as the output media and be up the highest possible quality, this is to allow attendees to keep their ticket as this is something that is quite common amongst mods.
12.2 Merchandise
At the event, Fred Perry Glasgow will be selling Mod Sound: Glasgow 2015 limited edition cross over polo shirts, this allows people attending the gig to prove they were there and show their support.
12.2 Gifts
The festival will also give away a free poncho which will be styled in the style of a parka with all sponsors logos in the style of stitch patches on the sleeve, they will also be encouraged to take a photograph and hashtag it on Instagram whilst wearing them in times of rain at the festival, if their is any.
13.0 Conclusion
In conclusion Mod Sounds: Glasgow 2015 could potentially be the well needed revamp and modern take on mod revival, bringing subculture back to life but with a modern take. With strong output media and correct branding, sponsorships, music line up and social engagement it could feel like a re-launch of the subculture rather than a revival. Taking the old culture and making it new and enjoyable again.
