maandag 23 november 2009

Briefing

Theme

Our chosen theme is ‘enjoying the chaos’, because it best fits our mission and vision best:

Let everybody have fun on the construction site.’

The story we want to tell is quite literally enjoying the chaos. We want to find a way for people to have fun and relief their irritation concerning the construction site caused by the chaos. We want them to see beyond the chaos and let them see what good things ‘Spoorzone Delft’ can bring.


Target group

We wanted to get an overview of the people who are directly coming in contact with the construction site. In picture ... you can see the groups and subgroups.


Persona Hans

This is Hans. Hans is 38 years old and is married to Marrianne. Together they have two children, Tom and Lisa. Hans loves to wave surf and is a fanatic swimmer in his free time. Hans works as an accounted in The Hague, and uses the train to go to work. He takes the train every morning at 8:30 am, to get to work but the time he get’s home everyday is a mystery because Hans is quite dedicated to his work and loves his FriMiBo. His favorite place to go on holiday is to camp, in Portugal, because of the big waves and nice nature.




Daan Bouman

Daan is 21 years old. He studies civil engineering at TU Delft. Daan lives in a student house at the Delft centre. He works one day a week in Schiedam, his home town. His parents still live there. He uses the station about twice a week to go to work and visit his parents. He likes to party and goes to Leiden occasionally with his housemates. He isn’t really happy with the tunnel project because he won’t benefit from it. He expects to graduate long before the new tracks can be used. Daan expects only more delays because of the constructions.





We thought that travellers would be an interesting group. Because Delft station lies on the most ridded piece of track in the Netherlands, just two tracks between The Hague and Rotterdam, there is a high probability there will be delays. If a train, signal or HV cabal fails, if a there is jumper on this track, or for some other reason the track can’t be used, there is no back-up track. This makes it highly probable that if something happens, the delays will endure longer than 15 minutes.

In future we expect some more trouble along this track because of the constructions around the tracks, and so more delays.

When we take a look at the group travellers we can say that they don’t want to waste time, and if they are not able to control that aspect of traveling they would like to find something to kill the time they have left.

We want to stimulate this group to participate in this project. Waiting on the train can be frustrating, having something to do can make the time go by a lot quicker. People are often stimulated if there is something to gain for them. Another stimulus is keeping the mystery. If there is something interesting, people tend to know more about it. Not giving all the answers and letting people come back to get more answers.

There is a lot of media that can be used to let people participate. Regular media like: phone, internet, tv, radio, flyers, paper and billboards. But also other media can be used like: intercom station, Light-show, fireworks, fake train crash, waterfall-text, lighting pavement, lasers, locomotive-entrance, use of ‘wasted’ rail track nr.4, Mysterious mafia shoot out in the train, Pimp your train.


Identity

It should be a breezy and easy identity, with an easy accessibility. This because when people are already irritated you don’t want anymore difficulties and you want to relax and comfort them and let them forget their irritation in a second.


Communication goal

We want to address an easy relaxed feeling. Because the irritation is caused by chaos, and chaos is unpredictable we want people to shift their irritation from anger to happiness. We want people to see that they don’t have to be irritated or that their problems concerning the chaos are all for the better.

Cm would be a good solution for this because on we can warn people for the chaos daily on the Internet. And because chaos isn’t predictable we are able to use Cm on the site itself to inform people that there is going to be trouble.


Media choice and combination

During our choice and combination of medias, we looked for fun, new ways to reach our target group. We want to raise their curiosity and lure them on the site where our message is. Here is a list of the different ideas we have:

· Light-show: mostly visual but sound can be added, attracts attention more attention when it is dark, needs expensive machines and a big platform for the show.

· Fireworks: safety factor, difficult to share a message but gets a lot of attention.

· NS-crash simulations: use the 2km long tunnel as a screen and make a video of a train crash between an old and new train to show the safety improvements (for example).

· Waterfall-text: Delft is next to a lot of water, so why not use it? See the link for a video: http://www.youtube.com/watch?v=0HeUixe_Lpg&eurl=http://www.fazed.net/video/view/?id=828

· Lighting pavement: just like the Micheal Jackson clip “Billie Jean”, each step could show a letter and people would have to walk to know the message.

· Locomotive-entrance: use an old locomotive as a decoration and place it on the current unused rails, put a piece of history from the NS, improve their image and build a better trust with the customers.

· Mysterious mafia shoot out in the train: decorate the train and the station with a theme, the conductors would have another uniform… A sort of “Pimp your train” event.

In these choices, only the fireworks are unacceptable. Fireworks are loud, bright and expensive so it might be troublesome or annoying for people in the neighborhood and financially unacceptable for the NS. The other ideas have more potential and are original.

Interesting places to communicate the target group would be: the station, inside the train and other public transport vehicles. One particular situation caught our interest: whenever a train is late, people have to wait and are wasting time. We want to use those unplanned minutes and change the boredom into something fun. This means that whenever this kind of situation happens, the information needs to be communicated; it can be done through an announcement of the train station’s speakerphones. It would be nice if it comes as a surprise, then the people would feel like they just got a present. Other more permanent ways of communicating can be placed around and outside the station to get people to participate with the event, even if they aren’t travelling. It would add something to the livelihood of the place.

To keep people on coming to the event, it needs to be updated on a monthly based (according to us).


Proposition

Once our project is done and applied, we expect that people will find a source of relief. Our project needs to be fun and accessible.


Scope

We want to use the construction site directly around the station so travellers can easily enter the terrain and quickly get back to the station. We plan to make a project for the delayed travellers. People will be delayed before, during and after the constructions. Therefore we want to make use of the construction site for the project as long the spoorzone allows it.

woensdag 18 november 2009

Target Group

Choice
The working man and students(ages 18-50) is our target group. These people will endure the most problems of the construction area. We also think that this group is most likely to go on site if there is an event or some other activity. Children are dependent on their parents, and elderly are less likely to go any kind of activity.

At this time the target group is very broad. We tend to describe the target more directed further along the process. This gives us more design freedom at this time.

Communications
We assume that everyone in this target group has got internet and a cellphone. These communications are simple, effective and reaches people the quickest. We also learned that residents of Delft are likely to read ‘huis-aan-huisbladen’. Next to usual communications there is great advantage that the construction site is next to the railway, this gives us opportunities to use billboards, lights, banners and other sort of media which a lot of people will see.

Stimulating
As described in our mission we want to stimulate participants with curiosity, and rewarding participation.


Mission

Our main mission, which is based on our chosen theme, holds a few subjects or goals. These goals are to lure people on the site by raising curiosity1 and to stimulate participation of the reconstruction2. We are planning on doing this by organizing certain events for our target group. These events can be events especially made for WESD or can be events organized in cooperation holidays for example, ‘koninginnendag’, ‘Jazz-festival’, etc.
1.      Raising Curiosity: Were want the people to be involved or get them interested into the rebuild of the station and reconstruction of the area. Some ideas we had for getting them interested is by organizing a treasure hunt, or fake findings during the digging. Or just let them know what is really going on by providing them with a lot of information about the project and maybe let them be able to participate into the designing of the area.
2.      Participation of the reconstruction: If people are to gain something out of this ‘spoorzone delft’ rebuild, they are more likely to participate into the project. And by rewarding this participation people are more likely to come back and stay involved. Some rewards we thought of were, ‘a bulldozer’s day-off’ which allows you to wake up in the morning without the growl of a bulldozer. Or organizing a competition in which the people are allowed to give their ideas of the rebuild and let them design parts of it.

Vision

Based on what our different missions are, we came up with the following group vision:

Let everybody have fun on the construction site.

We want to make use of the changes that the railway area in Delft goes through. We want to turn the whole commotion around into a fun way. The constructions will affect many people living in and out of Delft, so we want to involve as many people as possible. The theme that fits our vision the most is “Enjoying the Chaos”.

zondag 15 november 2009

What is Cross Media?

In short, Crossmedia is the concept of linking different platforms, which provide information, together.

Here are some examples we found, all using different cross media concepts:

Link
http://www.nrc.nl/
Content
It’s an online newspaper, which provides more information alongside the original newspaper. It is even possible, when you pay for it, to get the whole newspaper online with all the extra information and links without finding the extra paper in your mailbox.
Platforms
CM 2: Reality, mail and website. This is because a lot of people don’t like to read from a monitor. And the website is for extra information for news found in the paper, and provide further links to website’s that can tell you more about the news or subject causing the news.
Inspiring or not
What is inspiring is that people themselves decide if they want to learn more about the found news or not. And this is done without pushing them of make it difficult for them to find it. It also reduces the use of to much paper.

Link
http://www.uploadcinema.nl/
Content
This cross media concept was invented to bring the oldest cinema of Holland back to life. They did this by turning the oldest cinema into a cinema of the future. Therefore they started a film club that shows the best and weirdest things of the web on a big screen. Every first Monday of the month the organised an evening full of these crazy movies linked to a certain theme. The members themselves chose these movies.
Platforms
CM 3: Reality, website. This concept allows members of the film club to upload their movies on the website and let them decide what the theme will be of the movie night.
Inspiring or not
This concept is very inspiring because you involve the people you want to reach into the concept. That way they are allowed to create their ‘own’ movie night and this way you reach a lot more people because you are better capable of giving them what they want.

Link
http://www.buitenspeelbond.nl/
Content
This project involved the laundry brand ‘OMO’. They wanted to reduce the number of children that spend more time behind their computer then playing outside. They did this by making commercials and let children start their own ‘outdoor play club’. When the children visited the website the were able to play a game and when it finished the got a plan they could print out to build that exact same game themselves and play with it outside.
Platforms
CM 3: TV commercials, website, mail and Jetix.
Inspiring or not
What is inspiring of this concept is that they not only reach the children but also their parents who go to the website to search for laundry tips. And the fact that they deal with a big problem of overweight children who only sit behind their computer is also very inspiring.

Link
http://iktag.nl/
Content
The ikTag is an initiative by Mediamatic. The ikTag contains a RFID chip that is connected to your profile. With the ikTag you can make contact with other members of the network and work on your profile even when you are not at your computer.
Platforms
Computer, events.
Inspiring or not
Making use of a RFID-chip is an interesting concept to make sure that the user has a sort of connection with a location. The social network is interesting as well. People can share experiences and stories online.

Link
http://www.vriendenvanamstel.nl/
(the campaign is over, site is about something else now)
Content
A few years ago Amstel started a campaign to stimulate sales. By using media as tv, radio and billboards they made consumers aware of their new campaign. The idea was to buy Amstel beer. On each beer bottle a code could be found. The next step was to go to their website and make an account. After logging in you could enter the codes and collect points. After gathering a certain amount of points you could change the points for goodies(t-shirt, football, video game, etc.).
Platforms
TV, radio, billboards, beer bottles, internet
Inspiring or not
The idea of having to look at a certain object so you can collect points/information is inspiring. So is the idea of rewarding people with goodies. The average consumer is easily affected by free items.
Rijksmuseum

Link
http://www.rijksmuseum.nl/
Content
It is about discussing the most expensive and most discussed piece of art: for the love of god. Visitors of the Rijksmuseum could record their opinion on videotape. These videos where uploaded on their website. This stimulated the discussion.
Platforms
Video, website, art
Inspiring or not
Using video to explain your opinion is inspiring. People can express themselves a lot better.

Link
http://pleaseenjoy.com/
Content
The Bubble Project is a concept that Ji Lee though up. The idea is that you print a speech bubble (usually seen in comic books) and you stick it somewhere interesting. Now, anyone with a pen can think of a smart/funny/sad remark to fill the bubble.
Platforms
Aside from the use of the billboards, this project received a lot of attention: press, magazines and newspapers. The project even grew outside New York in countries like France, Italy or Argentina… furthermore some of the bubbles can be seen on the internet. This covers pretty much all available medias.
Inspiring or not
Some of them are quite amusing because with the use of that bubble, the billboard is brought out of context and loses its first purpose. Most of the time, it becomes a joke and stops being an ad. This project creates an opportunity for passersby to tap into their creative side in an impulsive way because you never know when you will come upon an empty speech bubble. Anyone with an idea can participate, the public becomes the artist.

Link
http://pleaseenjoy.com/
Content
Abstractor is another concept of Ji Lee. A TV screen is masked in such a way that only a small strip of the screen is visible.
Platforms
All television screens in any random environment can be used (such as TV billboards) as long as it is switched on. Aside from Ji Lee’s internet site, this project didn’t get much attention from other medias.
Inspiring or not
This transformed a TV into an intriguing black box. The TV isn’t giving any information anymore (because the sound is muted at the same time); it is there just for your enjoyment.

Link
http://pleaseenjoy.com/
Content
To advertise the opening of the New Museum in New York, an intriguing advertisement was used. On a big billboard in New York, magenta paint was spilled, to slowly reveal the logo of the museum (which is the shape of the museum).
Platforms
Other then the billboard, there were “windows” in the same shape as the logo. Every “window” was a small piece of art, they were spread all around the city. The mystery of the “spilled” billboard was covered by many blogs, the press and the newspapers. The New Museum got a lot of exposure out of this.
Inspiring or not
In this case, people’s curiosity was used to create a large scale campaign. By not saying anything and create a mystery, a lot of people were intrigued. Even if not everyone will go to the museum, many people will at least remember its existence.