The campaign I chose was a fair - Family Fair 2017. The objective of the campaign:
To build a stronger bond between parents and children
Let parents understand the importance of spending
quality time with their children
Let parents understand that fun is just as important
to their children’s personal growth
The target audience of this campaign are parents and their children below age of 13. The fair takes place in Central Park, 1 Utama. This will significantly garner attention from the residence of Bandar Utama and Taman Tun Dr Ismail. Residence of Kota Damansara are considered part of the target audience as well.
The fair is on November 5th and 6th 2017, 9 am to 6.30 pm, weekends nearing the year end holidays of most public primary schools. This allows parents a chance to bring their children to the fair and spend some quality family time together.
Carnival motifs such as flag banners and tents have been used as the main design elements for the campaign's corporate identity and other related mediums. The main colours #31B5A9 Light Sea Green and #EE3B39 Cinnabar were chosen.
Carnival motifs such as flag banners and tents have been used as the main design elements for the campaign's corporate identity and other related mediums. The main colours #31B5A9 Light Sea Green and #EE3B39 Cinnabar were chosen.
Envelope
Letterhead
Name Card
Corporate Identity mock up
As soon as the details of the fair are finalised, advertising medias such as posters and website are created. Below are the advertising medias used for this campaign - Social Media such as Facebook, Twitter and Instagram; Print Media such as posters and buntings.
Final poster design. The buttons for Google Play and App Store have been removed since there is no app for this campaign.
The brochure doubles as a map for the fair. It also allows children to collect stamps after they have completed each activity available in the park. When all stamps are completed, they receive a big bag of goodies.
Participants receive a small goodie bag after they have paid the entrance fee of RM 12 per head.
Paper bag sticker designs and A6 sticker sheet design that acts as goodies and prizes.
44 mm badges with 3 different designs. Acts as goodies and prizes for children.
T-shirt design for the fair attendants. Logo is placed on the front, with details and sponsors at the back.
Name tag design for fair attendants.
Facebook Desktop and Mobile Page mock up
Twitter Desktop and Mobile Page mock up
Instagram App Page mock up
The website for the campaign. The texts are all in big font size in consideration of parents' eyesight. The design direction is minimalism, with flat colours from the overall campaign motif and illustrations. It is a one page website.
The landing page makes it easy for visitors to understand the purpose of the campaign through its title; the time and venue are also clear without them having to search the entire website for them. The navigation bar consists of more details about the fair, the activities, getting to the fair and the people behind the campaign. Social media buttons are placed top right of the landing page.
This section gives visitors a more detailed explanation on the fair. It poses 3 questions and simple answers so it puts visitors at ease and gets them excited about bringing their children to the fair.
This section shows all the available activities organised by the fair. Huge illustrations were used to engage visitors and get them excited about the fair. It also tells them that the activities encourage parent and child interaction, suitable for bonding and building a strong relationship between them.
The bonfire dance is inspired by a traditional Japanese event called Bon Odori, usually organised during the summer as a Summer activity. Parents and children gather around the bonfire and dance to end their day at the fair.
This section shows visitors the exact location of the fair with an interactive map by Google. It also has suggestions on how to get there: Grab and public transportation are encouraged.
This section shows appreciation for the people behind the campaign. This campaign strongly encourages volunteers in order to build a sense of community and encouraging interaction between other people.
The footer section of the website. It serves as a small reminder of the fair's purpose (title), the venue and time, and a simple navigation section. Social buttons are also placed below the fair details.
The organiser, sponsor and co-sponsor are also placed at the footer, with the button that brings visitors back to the top of the webpage.
Presentation Board in A2 size.
Presentation Booth.