Overview.
Twister Active where multiple pop-ups, inspired by each Twister lolly, will host fun and interactive events in London parks that will inspire and connect 16-18 year olds with the Twister brand.
D&AD New Blood 2024 Breif, Collaborative Project
Challenge.
To create a guerrilla marketing campaign that gets 16-18 year olds excited and connected to this twister brand. The outcome must centre around out of home advertising and get people talking on social media to help launch Twister’s new look & feel in 2024 and beyond.
Opportunity.
To create pop-up events around London, using guerrilla marketing, to create fun and interactive events that will inspire 16-18-year-olds and connect them to the Twister brand as well as developing a presence on social media.
Research.
Our research started off with secondary research into how guerrilla marketing has been used, the types of guerilla marketing and trends that have been successful such as Maybelline’s use of CGI guerilla marketing.
To gain an understanding of our specific target audience we conducted interviews and surveys. This provided us with detailed insights into our target audience such as their motivations, likes and dislikes. From audience insights we found that 45% of people would prefer a physical experience, creating ‘IRL’ memories with friends/family which is meaningful to this demographic.
The Outcomes.
Consist of different elements from 3D design to digital platforms.
The Event, interior and exterior
Marketing Campaign
Website Design
The Event.
The events are designed to get 16-18 year olds engaged with the Twister brand with the activities inside based on our target audience's likes and motivations. The events will have outdoor social spaces, seating in front of the building and hanging chairs from the lolly stick. There will also be Twister ice cream stands dotted around.
Pop Up Locations
Our aim is to have 5 pop-up locations, inspired by each Twister flavour and these will be dotted around parks in London, they will be held for a limited time (a week) before they ‘melt’ and pop up in another location. The Twister events will run throughout the school summer holidays - 29th July to 1st September
Inside Pop Ups
Inside each Twister lolly will be a different event, these are again inspired by each Twister flavour and are designed to get 16-18 year olds engaged, socialising and sharing their experience on social media
Marketing.
By advertising the pop-up locations on Twister’s social media, it will gain the attention of 16-18 year olds as the majority of them are active on social media for several hours of the day.
By advertising the incentives on social media, where our audience is most present, it will gain hype around the events and they are more likely to feel connected with the Twister brand.
Website.
The website is designed as a final destination for visitors, to gain more information on the Twister-Active experiences and to most importantly, buy their tickets!
Key features include:
Overview of inside the events
Locations of events
Booking Tickets
Vision to Visual.
Low Fidelity
Low-fidelity wireframes allowed me to develop a core layout and highlight the key functions within the website with multiple iterations refined through user testing.
High Fidelity
The high fidelity shows a user friendly interface that is targeted at 16-18 year olds.
Showcase Video.
