I had a lovely time away and now i'm back to university, and honestly there was no hanging around. Straight away I have been put into groups of six and given a company to go away and research into and a topic we had to create a first initial idea around. Our topic was Virtual Reality and the company was called Coco De Mer.
So straight away I go to the internet looking for information about Coco De Mer. So erm... Its a luxury lingerie chain in Covent Garden. It has been seen on episodes of Made in Chelsea and in the press for its extravagant lines of lingerie. Without going into fine detail we looked in the shop and grabbed a few press releases, spoke to the shop assistants - what sells well ect.. and looked at some of the products. We then went to a few exhibitions and a cinema exhibition.
cutting a long story short as a group we were debating the idea of virtual reality. How could we come up with a concept for virtual reality in regards to sexy underwear? After researching over and over again i found that many of the products and tone of voice being used within the brand as a whole are targeting so many different products to a wide audience all for them to have one thing in common. There sexual drive and desire. How do you know without trying a product what could be your sexual desire and what could really make you tick? I pitched this idea to the group and said about how we should almost have a virtual reality game to reveal the consumers sexual discovery and at the end find a product suitable for them via the Coco De Mer website.
The target audience we were aiming our campaign at was a older audience of the ages between 25-45, The price range of Coco De Mer was a much more upmarket the cheapest product being £30 (other than key rings and novelties). By having my idea of revealing you sexual drive through the use of a virtual reality game wouldn't suit that age range. The group and I came up with the idea of having a quiz which would reveal your sexual desire that would and that would suit the age range we are targeting at. For the project, again, I was the Graphic design and social media specialist and mocked up a few ideas to the ethos behind the brand already. Because the topic was all based around the use of virtual reality I linked QR codes to the website and created posters that would be in store for consumers to scan the code to reveal updated information and a countdown to our release. We also came up with a social media takeover and gave the followers an insight to what the quiz could entail. The whole purpose was to link the consumers and followers to the brand with a bit of fun and instead to get ideas of what products could really work for them with the information based on what they like when it comes to sex.
The quiz would also be available in the store for the consumers that may not have a smart phone they could use the Oculus rift (virtual reality headset).
The tutors loved our ideas and received a high grade of an A for the project.
