Marketing / Interactive
The project was named ‘The power of nature’ by Unilever.
RESEARCH
Biotechnology?
GM?
Synthetic
Biotechnology?
Why people fear GM?
- Misunderstanding
- Disruption of ecosystem
- Health&Consumption
issues
- Lack of trust
Everyday
Biotechnology
Market
Research
Finding biotechnology in every day products and looking at their marketing strategy.
- Exploring existing
narratives
Key elements
in communicating
biotechnology
- Perception
- Transparency
- Communication
- Visual engagement
Analyse
Brand ethos
and
Value
" By leveraging our global reach and inspiring people to take small, every day actions, we believe we can help make a big difference to the world."
Research
current
Interactive
Marketing
How to engage public to get involved.
- Consumer facing
advertisement
- Participation with fun
- invoked people to be
positive side
- Stimulation to curiosity
CHALLENGE
How do Unilever communicate with customers about biotech and synthetic biology to improve health and well-being through innovative design of marketing and development of products.
WORKSHOP
Through the workshop, we could gather a lot of ideas and analyse these ideas by the Concept matrix chart. The task was to figure out the communication challenge, i.e. the internal and external business of Unilever through consumer-facing narratives.
As the name of the biotechnology process, the Japanese term of Zendō which conveys the meaning of the path of virtue came up.
“the path to virtue”
VISUAL COMMUNICATION PACKAGE
1.
MADE BY
The visual package was came up from the products made by biotechnologies in recent 5 years. The bacteria structures are able to improve human lives and reduce the consumption of limited natural resources for next generations by sustainability.
2.
MINI FACTORY
IN A BACTERIA CELL
The poster illustrated biotechnological manufactue. It has 5 stages upward to downward. All process combined with different biotechnologies. The factory is in a cell of bacteria which shows both the internal message and customer facing message. At last, It is able to be used as first step of narrative communication on the positive way.
3.
WITH CIRCULAR ECONOMY BILLBOARD
It was designed four gradational stages based on cirtular economy. This visual illustrated a product produced by sustainable innovation of biotechnology. Through the stages, customers are able to get information in terms of bio-manufacturing process easily.
INTERACTIVE ADVERTS CONCEPT
The concept uses a projector, which is installed into the street light and it projects the short video that contains the information of the Zendo process on the street. Moreover, the short adverts are able to appear automatically when people pass the lamppost due to the use of a motion sensor. Finally, the addition of an energetic sound could be used at the same time to create a multisensory experience. This concept can be adapated for internal and external interactive advertisements in order to engage people to get involved in Zendo or science.
SCENARIO
-
The projector package is installed into a normal lamppost on the outside for external events or adverting wall like a billboard in the inside for internal events.
-
The package starts to work after sunset (external) or
-
The motion sensor detects whether a human has moved in or out place and sends a signal in order to turn on the projector.
-
The video illustrating biotechnology with quick beat song pops up on the street from the projector on the top at any target place.
CUSTOMER JOURNEY
Internally, this could be installed within Unilvever buildings or at corporate events as a suprising and innovative way to bring attention to particular narratives around biotechnology. Furthermore, it can be shown as an example during Unilever “pitch” events of the creative ways marketing could proceed when promoting the Zendo process.
Externally, this suite is available indoor for placement in areas such as the airport or big shopping centres where people tend to stand in a long queue and there is easy of access. It can persuade the audience to understand about the Unilever Zendo process by presenting colorful visual works contained the message, ‘Small things, Big results’ during the tedious period of queueing and hanging around..
It is also suitable for external advertisement to propose the Zendo process by demonstrating positive aspects of biotechnology. It could be used as pedestrian roads in the city center where people could access to the information naturally. It is the best package to encourage external audience to be aware of bacterial production and circular economy. Additionally, It is able to create a bright atmosphere in the any pedestrian subways at night as the shorter events.
PROTOTYPING