We decided to create a campaign that would see champneys fun, health and young vibes. We wanted to produce packaging, editorial and digital design to communicate this. We also wanted to create an interactive element. The customer could pick a spa treatment and use a the app to tap and focus on the benefits of the treatment on an image of a face. The app could link to gift cards and incentives.
There will also be ways of gaining money off and special deals so that individuals can visit with others instilling confidence and a fun factor - these deals could be included within the purchase of a product for example. As well as this, mail outs are a great way of targeting a younger audience, specifically those who attend uni. In order to catch their eye, vivid colour and pattern will be used, as well as discounts.
We started by unpicking the brief, and focusing on what what we felt were the most important aspects.
Areas to highlight:
- Do we work with photos or pattern? Text or illustration?
- Research existing competition
- Age range 16-25, how to attract different ends of spectrum (16 year olds can't drive, 25 year olds want different things)
- Push quality but in a way that is still affordable
- Brand values = empowerment, personable, expert knowledge, quality, originality
- Needs to be inviting and relatable
- What products/sessions are available online in the price range of younger audience? How can these be used to attract audience
- Aim on pre pampering sessions
- Push the fact that they have high street spas
- Push health through fresh and innovative design
- Luxury pampering - positive but young and modern with major benefits
- World play that attracts a younger audience to make it relatable
- Don't want to sound too corporate or pushy
- Packaging of spa products which are coming soon to the site
- Possibility of a sub brand
- Competitions, gift cards, loyalty scheme, ways to interacting to attract a younger age range
- Incentives
- Informative, educational
- Push health benefits in a way that is fun and interactive - how can products like face creams etc actually create health benefits? Things that younger audience actually use.
Interactive:
- App
- Educating and informing section
- Specific benefits of treatments and sessions offered
- Touch screen on certain aspects of face for facial app
- Swipe/rub areas to find out what each thing does
- Online presence
- New section on Champneys website
- Products coming soon...
Promotional:
- Mail outs
- Application
- Health benefit leaflets to be included in packaging
- Vouchers
- Loyalty cards
- Gift cards
- Labels
Products:
- Exfoliator
- Cleanser
- Moisturiser
- Face mask
- Soap bar range
- Bubble bath
- Shower gel
- Shaving foam
There will also be ways of gaining money off and special deals so that individuals can visit with others instilling confidence and a fun factor - these deals could be included within the purchase of a product for example. As well as this, mail outs are a great way of targeting a younger audience, specifically those who attend uni. In order to catch their eye, vivid colour and pattern will be used, as well as discounts.
We started by unpicking the brief, and focusing on what what we felt were the most important aspects.
Areas to highlight:
- Do we work with photos or pattern? Text or illustration?
- Research existing competition
- Age range 16-25, how to attract different ends of spectrum (16 year olds can't drive, 25 year olds want different things)
- Push quality but in a way that is still affordable
- Brand values = empowerment, personable, expert knowledge, quality, originality
- Needs to be inviting and relatable
- What products/sessions are available online in the price range of younger audience? How can these be used to attract audience
- Aim on pre pampering sessions
- Push the fact that they have high street spas
- Push health through fresh and innovative design
- Luxury pampering - positive but young and modern with major benefits
- World play that attracts a younger audience to make it relatable
- Don't want to sound too corporate or pushy
- Packaging of spa products which are coming soon to the site
- Possibility of a sub brand
- Competitions, gift cards, loyalty scheme, ways to interacting to attract a younger age range
- Incentives
- Informative, educational
- Push health benefits in a way that is fun and interactive - how can products like face creams etc actually create health benefits? Things that younger audience actually use.
Interactive:
- App
- Educating and informing section
- Specific benefits of treatments and sessions offered
- Touch screen on certain aspects of face for facial app
- Swipe/rub areas to find out what each thing does
- Online presence
- New section on Champneys website
- Products coming soon...
Promotional:
- Mail outs
- Application
- Health benefit leaflets to be included in packaging
- Vouchers
- Loyalty cards
- Gift cards
- Labels
Products:
- Exfoliator
- Cleanser
- Moisturiser
- Face mask
- Soap bar range
- Bubble bath
- Shower gel
- Shaving foam
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