Media Strategy update

Concept visual, the showcases

MEDIA USED:
After a few modifications, we reduced the number of media used in our project. The three mediums that we will use are: the showcases, the mobile and the Internet. The showcases are a combination of tow mediums: the artefact and a TV-screen.

AIM OF THE MEDIA:
The showcases will be present on both platforms of the train station. This means they will be in competition with the surrounding billboards. To draw more attention, the TV-screens within the showcases will play ads. We expect that the combination of movement and light will lure people to the showcases.
Afterwards people will notice that there is something in that showcase. By using people’s curiosity, we expect that they will at least have a closer look. They will see that you can do quite a few things with the showcases. It can be informative because the user learns more about the artefact or about the construction areas; as well as entertaining, since there are quizzes and games where you can win a prize. Anyone can participate by simply using their mobile phone or the internet.

WHAT MAKES IT CROSS MEDIA?

• Showcase to Mobile Phone
The quiz and the artefacts are shown by the showcase, but the mobile phone is needed to interact with it on the spot.
• Mobile Phone to Internet
You might have answered to the quiz but you cannot see your points yet. You aren’t even sure if you answered right or wrong, you need to go on the internet site to check it all out.
• Internet to Showcase
To checkout the artefact “live” or the quiz to get more points, you need to go see the showcases because you can only find the sms-codes there.
• Showcase to Internet
The internet has information that the showcase does not have such as the comments posted by the travellers that passed by. It is also more comfortable to read through everything at home instead of the station.
• Internet to Mobile phone
Since you don’t always have access to the internet at all times, receiving live-updates sms’s can be useful and encourage the traveller to create an account.

Media Overview & Concept Ideas

MEDIA OVERVIEW

CONCEPT IDEAS

The exposition is next to the platform in a tent. In the ground, behind a glass, there are artefacts that act as teasers to lead the travellers to the tent.



A pile of boxes where you can sit on and one made out of glass to display the artefacts.

Placing the TV-screens on the platforms.

Handin

Foreword
In this report you will find the Conceptual Design including the Media Strategy of our group named
Across Media. You will find a storyboard that sums up the idea we have for our project; an overview
of the different media used and in which condition they are used, and finally, a more detailed
explanation and inventory of the project and the media.

Game Inventory
The artefacts or other items found on the construction site will be displayed on the project terrain.
They will be integrated in several games depending on the item. With these games people can win
prices. Several examples will be given.

Entertainment

Which year?
When an object is found and is unspoiled, it can be displayed. People can try and guess the age of the
object. Additional information can be found right next to the object to inform you en maybe help you
guess. Whoever guesses the age wins.

Which location?
Items can be related to a certain location, for instance the Calvé factory, or the location where the
old south port use to stand. People can guess the location where the item was found.

What is it?
Objects that aren’t familiar with most people, because it a part of a bigger object or because such
items barely exist. People can guess what it is or what was used for.

Which brand?
When an item is found for instance an old bicycle, the brand of it can be guessed.

Involvement

Shard puzzle
There chances are high that shards of old jars, plates and other Delfst Blauw tiles will be found. By
displaying these shards people can guess which shards belong together. After that people can put the
pieces in the right place.

Picture of the week
The construction site isn’t pretty to look at, though sometimes it has its own beauty in a specific way.
People can, and already have taken pictures of the construction site. A weekly competition for
making the best photo of the construction site can be challenging. The best photo will be displayed.
After that people can guess where the picture is taken. Another game is that an item is hidden on the
location of the photo and if you find it, you can keep it.

Fake items
Not everything has to be really dug up. People who have won in the past can help with making fake
items so they seem like an important artefact.

Museum
The museum can collaborate with the project. They can provide the project with a painting (fake or
real). For example: the painting can be “dug up”. After that people can guess who created it. The
winner gets a ticket for the museum.

Media Choices

Lure:
To lure people to the site we want to use newspapers, flyers, billboards, TV and the internet. At this
stage, all of the medias will have the same information: What? Where? And when? This makes
people aware of the existence of the exposition next to the station in Delft.

Entertain and inform:
This is the core of the whole project so a lot of media are used and some of them are used in multiple
ways.

To inform people about the latest developments and changes around the station and the exhibition,
we want to use images and text that is put on a flyer, a billboard, a TV, on the internet or around the
exhibition. The information will be mostly factual, so our target group can read it but not change
anything.

Games, Exposition: it uses the items that are found in the digging sites as a guessing game.
Participants can play the game, and maybe learn more about the item. Or people can share their
opinion about the artifacts.

Mobile Phone: it can be used to add a comment about one of the exhibits by sending a sms to a
number that is linked to the exhibit. It can go the other way around; you send a sms to receive
comments about the item. This makes people interact.

A Person: an employee will be present for technical support, explain or help people to make an
account and send comments. This person will make it easier for visitors to participate to the different
activities.

The Internet: it will be a huge database of the latest updates of the construction site but also for the
exhibition, the comments and quizzes are available as well. There will even be a ranking system,
where people will see the points they won and what can they do with those points.

Involve:
With these media, visitors of the exposition can interact with the project and other people around it,
at home as well as on the site.

Games: Involves you by participating in the game, because when you are lured inside and you get
information about the game / competition you simple want in.

Mobile Phone: Involves you by interacting with the environment or game or just to get extra
information.

Exposition: Involves you because you can interact with the exposition you can participate in a
competition / game.

Internet: Involves because once you are at home you can see the progress concerning the game or
competition or even the changes made in the exposition and see what’s coming up next week.

Scenario

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.

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.