Through this collaboration, our client wanted to go viral through a disruptive marketing concept in order to attract a new user segment: young adults. Even though the idea sounds great, we wanted to dig deeper and understand why there was a gap in their consumer pool, and then suggest a long-term solution.
Challenge
Research Journey
Research played a crucial role in our project. It brought us to a user-centered perspective that allowed us, later on, to build products and services that actually cater to their needs. Here is a board game inspired journey map of the research process phase that our team went through. It covers the research tools, methodologies used, insights, surprising findings, & opportunity areas found.
Insights
Design tools used
Research
♦ Desk Research♦ Field Exploration
♦ Cultural Probes
♦ Guerilla observation
♦ Expert Interviews
♦ User Interviews
♦ Brainstorming & mapping
♦ Competitor study
♦ Survey
Synthesis
♦ Data clustering♦ Insight Mining
♦ Infographic design
Ideation
♦ World Café♦ How Might We Questions
♦ Idea shopping
♦ Brainstorming
♦ Brainwriting (635)
♦ Hot Potato
♦ Criteria voting
Prototyping & testing
♦ Protoacting♦ Low Fidelity Peer Review
♦ Prompt Testing
♦ High Fidelity Peer Review
♦ High Fidelity Group Testing
♦ Focus group
♦ Guerrilla Marketing Testing
♦ Interactive filter MVP
Realization
♦ High Fidelity Prototype♦ Branding
♦ Digital Marketing strategy
Implementation
♦ Unique Selling Point♦ Market positioning
♦ Opportunity areas
♦ Project Roadmap
♦ Cost estimations
Opportunity areas
Ideation
This phase is all about letting ideas flow! Brainstorming, exploring possibilities, and thinking outside the box as a response to earlier research.
“How might we tell a compelling story that captures the fun and surprising moments of nostalgia, togetherness, and board games?”
The concept
“forreal?” is a game that offers a safe space for Gen Z to share fun and embarrassing nostalgic memories, -with a twist. You can bluff, and you will use a wildcard to tell your story.
This game is an ice-breaker, a way to cultivate friendships, while sharing intimate moments from the good old days: your childhood. You get exposed, and create laughing opportunies with your peers ! Bonding through meaningful interactions, fits perfectly with our client’s values and brand.
Modern nostalgia is a big trend across many areas, like fashion, music, cinema and aesthetics. It brings a sense of comfort because it brings you back to an era where everything was so simple.
Digital Marketing
The user-generated content (UGC) is directly derived from the prompts of our game, as we are asking questions from the game itself. Capturing the funny anecdotes and sharing them on our page as short-format “reel” content is the goal.
Even though it is planned, the final result might not look like a very sophisticated campaign. We want to make it purposely look non-corporate, as a relatable video that one might randomly encounter with their friends and film with a smartphone. Content can only be posted if given consent by participants.
If We Could Do Things Differently
Next Post