Mobile Media Research

MEDIASCOPE EUROPE'S 2006 Study from the European Interactive Advertising Association is one of the most comprehensive pieces of research available looking at how people allocate their time across media in Europe and how consumers use the internet for content, communication and commerce. The research, now in its fourth year, was managed by SPA and conducted by Synovate. Synovate is a member of the Aegis Group.

Here are some of the key findings that are relevant to my Doritos Brief taken from Mediascope Europe 2006 Executive Summary

The full document can be downloaded by following the title link

IMPLICATIONS FOR MARKETERS Advertisers and their agencies need to find and understand their audiences. What this research indicates is that people are continuing to increase the amount of their media time online and are becoming more sophisticated in the activities that they undertake. Marketers need to take advantage of the opportunity offered by online to interact with their consumers on a much deeper level.

INTERNET USAGE • 45% of internet users in Europe now go online every day of the week • The average European internet user spends 11 hours 20 minutes a week online compared to 10 hours and 15 minutes a week in 2005, an increase of 11% • The average European is now online 5.4 days a week • Europeans spend an average of 70% of their online time for personal reasons and 30% of their time online for work:

Their research into internet advertising can be downloaded by clicking on the following link
http://www.eiaa.net/research/research.asp?lang=1

EIAA Digital Generation Report 2006
full document available for download at
http://www.eiaa.net/research/research-details.asp?SID=1&id=290〈=6&origin=media-consumption.asp

Some key findings from the report







There is also a Youth Online Study that can be found at
http://www.eiaa.net/research/research-details.asp?SID=1&id=98〈=6&origin=media-consumption.asp

Doritos History

CLICK ON IMAGE TO ENLARGE

DORITOS PLAY

CLICK ON IMAGE TO ENLARGE

Deciding what kind of media to use for this brief is difficult. It has to be accessible to core audience in both indoor, outdoor, online and event situations.
I think some kind of mobile media or location based service will be best suited to this brief.

GPS - no good as does not work indoors
SMS - a possibility but it is not a very original concept for brand promotion
QR codeds - a likely possibility

discuss with client the possibility of using QR Codes for the brief
First client meeting to be held today with Simon Pope

WHAT I'M NOT BEING ASKED TO DO

Not to use the logo's shape size, or colour as an integral part of my design as it is to be updated in 2007

Doritos Play definitely isn’t serious, exclusive, solitary, predictable or laidback.

Doritos Brief - What Am I Being Asked To Do

The Project's Objective is to make Doritos the snack of choice

Communicate ------>Target Audience (16-24 yr olds) ----->Brand Essence of PLAY

There are different environments I need to consider

• INDOOR
• OUTDOOR
• ONLINE
• AT EVENTS
  

Types of Consumer

• AGE 16-24
  
• MALE
• FEMALE
• IN GROUPS
• INDIVIDUALS
• ASSUME THAT ALL OF THE ABOVE ARE BRAND AND MEDIA SAVVY

Doritos Play is spontaneous, fun, inclusive, social and energetic.

Initial statement of what client wants

I have choosen the Doritos Brief for the Live Competition Assignment.
Click below for my Initial statement of what the client wants

Initial statement of what client wants

ALL CLIENT MEETINGS ARE SCHEDULED IN MY GOOGLE CALENDAR

GOOGLE CALENDAR