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ASPIRING ART DIRECTOR
Everyone loves something new, especially when they have never seen or heard of it before. This is why my Capstone Project will be a good opportunity to try something new and capture the audience’s attention. The idea is to create a virtual date night organiser as a service that will bring new ways of celebrating moments in their life.
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The Audience
My project will focus on Australian parents starting at the age of 30 years old, as the core target audience and this report will be supported by both quantitative and qualitative data from the survey I conducted.
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The Objectives
The purpose of this project is to remind people how important quality time is, especially among parents. Our brand wants to show how simple it is to transform your weekend into a creative date night where you can experience freedom and be present in the moment. We want to deliver the message that "it is your time to be expressive" and "go create sparks with your partner" in the new way of doing date nights. Throughout our campaigns, we will show fun, reliability, and surprises to our customers.
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Check out the website to gain more info here​.
It's A Date Capstone: Text
Brand Activation
The activation will be located in Hoyts/Village cinema since many couples spend most of their dates inside a cinema. Before the activation, there will be a 30s TVC Ad displayed just like how people see ads before the film started. The element of surprise afterward will be a private butler who will be serving unlimited beverages and finger foods of their choice during the film.
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The Cinema Ad
The idea behind the cinema ad is to showcase the brand to the public by showing an interaction between an individual and Echo amazon. If the target audience has Google Nest Mini or Amazon Echo Dot, they can act as an extension towards this service. They can be reminded of when they last have a date night or would like to set up a reminder to put a date night.
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It's A Date Capstone: Welcome
It's A Date Capstone: About
OOH (Billboards and Metrolites)
The idea behind this is to highlight the 3 important elements of a date night. I think of ways of making it be attention grabber, which is why I used simple emojis to create a message that this can be your next date night. The use of Billboard and Metrolites would be a great medium since the target audience travels daily by using private vehicles or public transportation.
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Social Media (Instagram)
After the brand launch, our brand social presence needs to be maintained. We chose to create an active Instagram Page @itsadate.project to keep the online presence alive. Social media posts will be in the form of interactive GIFs, videos with the use of respiratory hashtags.
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It's A Date Capstone: Text
It's A Date Capstone: Instagram
It’s A Date Website
It’s A Date will launch the website with brand information, FAQs and provide a platform where they can customise their date night and send inquires to the team. The audience can also see featured couple stories and give them an idea to what to do on their next date nights.
It's A Date Capstone: Products
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