Flip Mino Brand Positioning
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Kris Giamello, Kathleen Kerry, Taiyo Kitagawa, Josie Ng, Noah Simon
description
This was a project that I worked on with a team of creatives and another fellow account planner. We worked over the course of a semester to present our message that Flip Mino could utilize.
Transcript of Flip Mino Brand Positioning
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Table of Contents
History Research ProblemSolutionBrand AdjectivesColorsFontsPackage DesignMedia DirectionWeb DesignBrand RecommendationsContact
{ history }The Flip Video Mino device was introduced into the video recorder market on June 4, 2008 by Pure Digital. The white Flip Mino was and is still currently customizable with pre-made skins or a picture of the user’s choice. There is no additional cost for this option, but it is only available by special order on the Flip’s website.
On November 12, 2008, the Flip Mino HD was released. It has the same dimensions as the regular Mino, but with 1,280 x 720 HD, 30 frames/second recording capabilities. Its internal storage was upgraded to 4GB and maintains about 1 hour of recording time.
{ research }
Flip mino peaks at its highest sales point.
Sales decline right after Christmas.
Sales pick back up, yet not reaching nearly
as much as it had on its launching date.
December 2008Launch
Pre-launch
March 2009
insights
Easy to useShares your POVCovertInstant gratificationDigital Storytelling
Flip Mino is strictly a recording device that can use its simplistic design and function to its benefits.
{ problem }
In current technological advances, a device with multiple functions and uses is
the popular trend that many consumers follow. However, people overlook
the power of the video-recording feature of their products. There is a small niche
market for the Flip Mino, a basic, video-recording system, to enter and connect
with the target audience.
The Flip Mino has the opportunity to be the pioneering product in this market,
yet it is not receiving the attention that it deserves. The consumer is not connected
to the product on an emotional level because it is not an essential item in their lives.
The Flip Mino is not widely known and was never fully launched to the mass consumer.
{ solution }
By leveraging Flip’s simplicity, we will position it as a bridge between the audience and their interactive experiences. It is a gamechanger in the video recording market, as it will raise brand awareness worldwide by showing, not telling.
Flip Mino has the opportunity to be the first out of all the competitors to create an online video-blogging community. This is how we can reach into the small niche market and present it to the entire audience.
Flip(er) |Fliper|noun (pl. Flipers)1 A person who uses a Flip mino camera to connectwith people and share their view points. 1. The concert was filled with flipers, ready to go home and start fliping to the world. 2. We are flipers, watch this!
Flip(ing) |Fliping|Verb.1 When someone uploads and shares videos from their Flip mino. 1. I’ve been fliping all day man!
i am a flip(er).
{ what is a flip(er)? }
{ the female flip(er) }
likes to document her life, but deals with the inconvenience oflots of cords.
a different shade for every mood.
never knows when she’ll need to upload a creative project
she is very active, needs her energy level to keep up with her “on–the–go” lifestyle.
she wants to be viewed as artistic and creative by the world.
she doesn’t want to forget the little but important moments in her life.
refuses to switch to AT&T for the iPhone, but still checks her Twitter.
she’s ready for any situation, always wants to look her best, and cares how others see her.
she likes to be on top of news, media and latest trends.
she already purchased an ipod she doesn’t need the new one with video features.
she loves her mac for helping her be creativite and keep up with her friends on her social networks.
{ the male flip(er) }
he’s an active guy who relies on his skateboard to get around.
he loves the thrill of a live show and likes to experience new things.
loves the latest style and goes out of his way to stay connected with the group.
he wants to be connected and give off a professional status.
he likes to have a fresh scent to attract the ladies.
he likes to carry only what he needs, and is a minimalist.
likes to keep up his appearance whether it’s dressing up or casual.
he likes extreme sports, being active and adventurous.
he needs a pick me up in the morning after his wildly social night.
{ branding } brand adjectives
unique innovative funedgyimpulsivesimple self-expressivespontaneoussocial
{ colors }
C
M
Y
K
100
100
100
100
0
95
100
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The color palette chosen stays true
to the original colors of Flip Mino.
They also represent the Mino itself,
with its sleek, black body and the
signature red button.
ITC Avant Garde GothicBook
ITC Avant Garde GothicMedium
ITC Avant Garde GothicDemi
The font chosen for the Flip Mino is ITC Avant Garde Gothic with three different weights: Book, Medium and Demi. The use of this font defines the personality of the Flip: clean and simple.
{ font }LOWERCASECHARACTER
COUNTER
MEANLINE
X-HEIGHT
ASCENDER
BRACE
LOWERCASE SANS SERIF CHARACTERS.
BASELINE
{ tagline }
{ what’s your story? }Flip Mino encourages its users to show, not tell, what is going on in their lives. This sense of direction is properly reflected in the phrase, “What’s your story?”
{ brand awareness } media direction
Large, Global MinosMagazine Video AdsGlobal Concertfliper.com
{
{ global Minos } ten cities
San Francisco New York CityLondonBerlinIstanbulSydneyTokyoHong KongCapetownRio de Janeiro
{ strategy }
Giant Flip Minos will be placed in ten specific cities all around the globe to produce buzz for the brand. It is meant to create a hands-on feel for the consumers, as a preview to the product itself.
The Flip Minos are functional and are encouraged to be used by consumers to interact with other individuals in various cities worldwide. These placements are a precursor to the global Flip Mino competition.
Large Flip Minos placed in busy plazas to create buzz. On this page: Shibuya Hachiko, Tokyo. Left: Piccadilly Circus, London
Miniature functional LCD screens placed in magazine ads to mimic the Flip Mino’s usability.Consumers will receive a 20% discount off a Flip Minowhen presenting the adat a retail store.
{ magazine videos }
{ strategy }
By placing video ads in magazine environments, the Flip Mino is combining traditional advertising with new technology. The introduction of the LCD screen is meant to create a shockingly new and different kind of experience for the consumer.
Consumers are encouraged to use the miniature LCD screen to record their story and participate in a worldwide competition. By uploading their video to the web, the consumers are allowed to keep the LCD screen as a souvenir.
the rules
Contestants are given 30 days to participate in a global experiment. They are asked to share their stories in a two-minute video on why they deserve to see Daft Punk on their exclusive world tour. Participants are encouraged to upload their video to fliped.com to let the world vote on their favorite stories.
your name here
VIPPASS
{ global concert }
10 cities. 100 winners.
5 Flip Videos5 Flip Mino HDs
5 Tickets5 VIP Passes{
ten venues
New York - Keyspan ParkSF - Bill Graham Civic AuditoriumLondon - Wembley ArenaBerlin - VelodromIstanbul - Kuruçe me ArenaSydney - ShowgroundsTokyo - Makuhari Event HallHong Kong - AsiaWorld ExpoRio de Janeiro - Marina da gloriaCape Town - Kirstenbosch Botanical Gardens
{ strategy }
fliped.com Social NetworkFliped.com is a new social media where people can create a vlog (video-blogging) profile page. Webvideos are only uploaded by Flip Mino devices.
In each profile page, users are able to use the web to show who they are, rather than telling. Instead of telling viewers “who” you are through text, viewers must show who they are through vlogging.
fliped.com Contest WebsiteParticipants will upload their video entries to Fliped.com, where viewers around the world can vote for their favorites. The top 100 contestants will win a trip to see Daft Punk live in one of the ten selected cities.
{ fliped.com }
fliped.com social media - home page
fliped.com - profile page fliped.com - contest page
flip(ed)what’s your name?upload
home
events
forums
sign in
register
profile
friends
settings
What’s your
STORY?search...
my flips (newest)
favorites
Taiyo Kitagawa
where do you live? what’s in your fridge?
{ brand recommendations }
historyThe Flip Video was released in 2008 as a device with the core basics of video recording, and an easy user-interface.
problemThe consumer is not connected to the product on an emotional level, as well as the Flip Video having a very limited amount of time to enter into the niche market of video recording before large, corporate companies take over. recommendationsRedefine tagline: What’s your story?
create awareness/connect with consumerTeaser Campaign: large, global Minos placed in busy plazas Brand Introduction: magazine video adsConsumer Participation: video contest and global concertsLifestyle Integration: fliped.com
{ conclusion }In the current trend of social media and connectivity, Flip Mino distinguishes themselves from the rest of the crowd through the fusion of traditional advertising and new technology. The brand expands itself globally through the placement of giant Flip Minos and a worldwide competition, starring renowned music duo, Daft Punk. The competition drives traffic to fliped.com, creating a new social media of vlogging (video-blogging), and affecting flip(er)s on a global and personal level.
{ contact }Kris Giamello [email protected] Taiyo Kitagawa [email protected] Ng [email protected]
David Wong [email protected]
Kat Kerry [email protected]
Noah Simon [email protected] planners
creatives
instructor
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Brand & Branding | Fall 09
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