After conducting research I have determined the primary target audience for my campaign to be the consumer, who is the ultimate “packaging decision maker.” By making a decision to purchase an item, which may partially be based on the item's packaging, the consumer generates demand, to which retailers and producers respond.
The aim of the campaign is to communicate the advantages of metal packaging, with the main focus being on sustainability. Rather than trying to influence opinions on a global scale, the campaign will aim to have a more local, but still significant presence.
As a result, the primary communication channel will consist of pieces of environmental design – large models of food cans (approx. height 3 metres), which will be placed in public spaces of high-visibility: popular parks, squares, etc. The “cans” will be wrapped in labels, which will contain the key campaign messages where normally nutrition information is displayed. The labels will also refer the viewer to a campaign website, which will have detailed information and resources.
The website itself could be supported by a Facebook page, Twitter, etc. Possible print collateral – leaflets (to take away) and posters (to promote “cans”).
1 comments: (+add yours?)
I still like the idea of going inside a can, Emil. But how do you get people to walk in? Maybe think about using existing subways and tunnels, such as the one at Norwick Park station - it's small, narrow, round almost the shape of a can already. And you could put all your informational material inside.
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