Project Documentation (PDF) - Design Management, International

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COMMUNICATION EXPERIENCE Touch points BRAND COMMUNICATION In order to reach the Disconnected the brand communication needs to differ from how they meet the brand until now. It has to be more mature but needs to stay a little bit cheeky. ADVERTISING: For advertising we would mainly focus on viral marketing and print. What has proven as one of the best trigger for the age group of the Disconnected is humour, therefor all our marketing needs to make people grin and through that provokes discussion and foster selling. Brand Communication will differ from the common LEGO Communication to reach the Target Group but it will stick to the LEGO Values. Product Communication VIRAL MARKETING Our target group the Disconnected either loves spending a lot of times surfing the internet and exchanging on social networks such as facebook and twitter or tries to avoid these platforms at all costs. To reach the “Addicted”, Slick targeted advertising on such sites can spread just like a virus. A good viral advertising has to be unconventional and should evoke the urge to show it to friends. To reach this we make use of provoking humour through online full page banner advertising. This advertising will show up by visiting certain news website such as 20min and tagi.ch. The visitor will see the normal website but on a second layer on top of breaking news images will appear the LEGO CupCap headpieces. Famous politicians and movie stars for example will than be wearing plastic old fashioned LEGO Haircuts or Hats. By clicking on the headpiece the visitor will be forwarded to the LEGO CupCap facebook page where he can become a fan or share his favourite images with all his friends. On this site the Link to coffee will be shown by presenting the actual product: LEGO CUP CAP. PRINT ADVERTISING Since a large part of the Disconnected avoids Social Networks to maintain privacy we address them by print advertising in selected lifestyle magazines. Here again we focus on humour by using cliché as a peg. The LEGO CupCap Headpieces will be positioned in environments where their “typical” carrier is located. The Link to coffee is shown by mistaken or emptied coffee mugs. 14
BUSINESS CASE REFERENCE PROJECT OWNER The Lego Group PROJECT MANAGER Lionel Hofstetter PROJECT TEAM Antonia Matejka Claudio Vögtli Lionel Hofstetter CONTEXT BUSINESS OBJECTIVE The LEGO Group’s objective is to come up with a coffee experience, which is based on their brand values. Creating a fun and creative way to drink coffee, will extend not only their product portfolio but also offers the possibility of targeting adults – not only children. The aim of the LEGO Group is to generate 15% of their whole sales in the next ten years with products for adults.1 By introducing specially designed products for adults and targeting their needs, the LEGO Brand will gain new customer and find new ways to expand their brand experience. OPPORTUNITIES The project LEGO Coffee Experience, offers huge opportunities for the LEGO Group. By addressing a new target group, which was defined through this project and later mentioned in this document, the company gains new market share and furthermore can expand their product portfolio with products for adults. By providing adults a LEGO Coffee Experience, the company can reconnect people, who stopped using LEGO Products after their childhood, to the brand. 1 http://www.20min.ch/finance/news/story/17934075 VALUE PROPOSITION DESIRED BUSINESS OUTCOMES The desired business outcomes are: Generate 5% more sales in the next 5 years in the field of adult products Implement new communication language in touch points in order to address the targeted people Increase brand loyalty Offer people an entire- life connection to the LEGO Brand FOCUS PROBLEM SCOPE The problem definition of the project was as followed: The combination of coffee and the LEGO brand does not fit the current target group’s needs and wants. Our group decided not to focus on the main target group, children, for the requested LEGO Coffee Experience. As a consequence we need to define a new target group for the LEGO-Coffee experience. SOLUTION SCOPE The leading question throughout the research phase was: What do we need to change/consider/do in order to match the LEGO Coffee Experience with the new customer’s needs, wants and expectations? ASSUMPTIONS LEGO Products are cult toys, which evoke childhood memories. Drinking coffee is a lifestyle connected with habits and rituals. People start drinking coffee with the association of finally being an adult. Coffee is a traditional social connector. PROJECT SCOPE TARGET Aim of this project was to find a new target group to address with a LEGO coffee experience in order to expand the market share and the product portfolio. Thanks to the intense research, the project team realised that there are young adults, which are disconnected from the brand. This group of people used to play with LEGO Products in their childhood but nowadays is totally disconnected, as they no longer can identify themselves with their products and not already have children who play with it. TARGET GROUP DEFINITION Find out what the future brings! The target audience for this project consists of young adults between 18 and 28 years old, who are becoming adults but not yet thinking about raising a family. These people are going through a second education or gain work experience in order to find out what they want to do in future. Their driving need is to define themselves in order to find their place in society and their environment. Exploring the surroundings, being no longer dependent on their parents and differentiate themselves are main factors which result out of this need. This target group offers great possibility to place the LEGO Coffee experience, as these people are really brand driven and can be fascinated with the cult of LEGO. Through a fun and creative coffee experience, driven by the brand values of LEGO, we can evoke their childhood memories and reconnect them to the brand. 15
Page 1 and 2: LEGO MEETS COFFEE Lucerne Universit
Page 3 and 4: TABLE OF CONTENT CONSTRUCTION MANUA
Page 5 and 6: 1. TARGET GROUP ANALYSIS We analyse
Page 7 and 8: 3. LEGO MEETS COFFEE EVALUATION CRI
Page 9 and 10: CUPCAP Final Concept Thanks to the
Page 11 and 12: TOUCH POINTS Creating a customer ex
Page 13: PURCHASE EXPERIENCE Touch points PA

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