PROPOSAL

1984 OFFERS BRANDS A DIFFERENT PERSPECTIVE ON FUTURE CONSUMER LIFESTYLES, WE DO THIS BY ACKNOWLEDGING CURRENT AND EVOLVING SOCIAL ATTITUDES AND TECHNOLOGY PROGRESSION.WE ADDRESS THE PRESSURES OF MODERN LIVING, WHERE CONSUMERS ARE TUNING OUT FROM THE AVERAGE LIFESTYLE CHOICES.

OUR CONCEPT

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1984 is a brand consultancy. We concentrate on advising brands and give insight into the future of consumerism. 1984 looks at the younger generation as the target market for brands, and expores ways in which brands can communicate with this auidence. We do this by looking at consumer lifestyles, how consumers socialise with others and their technological knowledge.1984 understands that the target market they aim to communicate with live in a

world that has access to the all knowledge. 1984 was inspired by the novel written by George Orwell. We believe, as he did, that technology advances the way we communicate, which is why brands need to come up with innovative ways to market the product to the younger generation, to stand out from the crowd and be noticed above rival brands.

WHO WE ARE

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FormContent are a non profit organisation with Sixty percent of their funding coming from public organisations and charities, the remainder is made through their friends and benefactors scheme and renting of the space.The brand charge a studio fee of £500 per month.

FormContent are a niche brand with a loyal following from audiences in the UK and abroad,but the brand is not commercially successful.The ethos of the brand is not to become a commercial brand.They aim to create a platform for curators/artists either emerging or established to showcase their work.

FORMCONTENT

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FormContent’s target audience consist of students and creative professionals as well as emerging artists/curators and creative individuals.The Form content space is based in east London although they have supporters both internationally as well as local

FORMCONTENT AUDIENCE

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Competitors of FormContent include small and independant local galleries based in East London such as EastGallery, The Whitechapel Gallery and the Redchurch Street Gallery as well as established spaces such a the Tate Modern ,White Cube Gallery and the V&A.

COMPETITORS

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1984 aim to revamp the FormContent brand by updating the current website and adding an interactive element which will help to connect the audience with the gallery. Alongside this we will produce an interactive event to promote the FormContent brand and website.

NINTEEN EIGHTY FOUR PROPOSE

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FormContent will hold an exhibition showcasing the work from a local artist whose work is based in the fashion industry.

The event will be held over two weeks starting from the 5th of January 2011.

The exhibiting artists are East End fashion label Neurotica. They will be showing their collections along with other exhibits, which demonstrate the process and influence behind their work.

The main focus of this event exhibition is to showcase local artists while bringing the community sorrounding the gallery together in an interactive way. Another focus of the event will be to advertise the relaunch of the FormContent interactive website.

The gallery will be transformed into an interactive space where viewers can take part in creating their own content for the space by using mediums relevant to the artists who are exhibiting such as screen printing, illustration, painting graffiti etc.

The event will be used to promote the launch of the new FormContent website.This will be a platform for the gallery to showcase current exhibitions and allow the viewer to see exhibitions digitally without actually having to visit the gallery itself

THE EVENT

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Location: Form Content

Ridley Road,

Dalston,

London

Exhibiting artists: Neurotica, a fashion label which specializes in original illustration, print and textiles that explore the contrast between the sweet, the sinister and the beauty of the everyday.

Interactive aspect: The space will primarily be used for exhibiting the artist’s work, but visitors will be able to particiate in a variety of interactive and creative activities such as printmaking and customising. There will also be a space decorated with blank canvas’s for visitors to create their own art work and customize items using a medium of their choice. Blank canvas bags ,t-shirts and wallpaper will be available for visitors to customize.

Prices: Admission £8.50 per person

Wallpaper will be supplied by the gallery free of charge for visitors to customise but other items will be available for purchase:

T-shirts-£5.00

Canvas bags-£2.50

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Our ad campaign for the FormContent brand places emphasis on the fact that the brand is launching the first interactive exhibition, this will be the primary focus of the ad campaign.The purpose of the ad-campaign will be to create awareness of the FormContent brand as well as promote the launch of the new interactive website and the FormContent event.

ADVERTISING CAMPAIGN

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The purpose of the advertising campaign for FormContent is to promote the launch of the first interactive website and make more people aware of the art space.

To draw public interest the website will be branded as the first virtual online exhibition.

FormContent will hold an event/exhibition to mark the launch of the website.

The event will incorporate local artists and creatives as well as people from the local community and further afield. The event will be based around the theme of interaction and let visitors get involved in the process of creating their own art for the space which again touches upon the “Form your own content” slogan.

By making the event interactive the brand hopes to get the audience involved and therefore create an emotional link between themselves and the gallery which will leave a lasting impression and create a bond between visitor, viewer and gallery.

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The message that the brand plan to communicate to their audience through this campaign is that whilst there are many different galleries some commercially succesful and some smaller independant brands all over the country, FormContent will create a gallery/exhibition space which is interactive in a way where the visitor or viewer can become involved in the exhibition and connect with the artist on a more personal level whilst creating their own artwork in a medium which is relevant to the exhibiting artist.

Along with this the Ad campaign will encourage more viewers to visit the FormContent interactive website which is one of few galleries which allows you to view the whole exhibition online.

0FORMCONTENT’S MESSAGE

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The first media used for advertising material will be in the form of an interactive billboard. The interactive billboard is an effective way to catch the consumers attention and coinsides with the whole theme of the advertising campaign which is to promote the FormContent interactive exhibition and website.The second media used will be 2D print in the form of an advertisment in the Metro paper. The Metro is a free paper distributed widely across the capital on all types of transport. It reaches a diverse and varied range of readers across the capital.

We will also produce A5 invites/flyers to promote the event which will be distributed to local artists, boutiques and galleries. Along with this an e-invite will be sent to the mailing lists of the gallery and the exhibiting artists via email.

The aim of these advertising tools is to promote the FormContent event which will then in turn be promoting the launch of the website.

THE FORM OF MEDIA FOR ADVERTISING

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Advertising tools such as the billboard and newspaper advert will be located around London in prime locations which have the largest number of passing traffic, such as tube stations, bus stops, busy streets and landmarks including museums and shopping centres. When thinking about the location of the advertising a key factor taken into consideration as well as where it is placed will be how likely it is to be noticed in that particular place eg an advert is most likely to be seen at a bus stop where people are standing or sitting for a certain period of time waiting for the bus.

The location of the adverts will be carefully considered according to the target audience and where they are most likey to consume advertising.

ADVERTISING COSTS

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Newspaper With newspaper advertising they will usually charge by the SCM or single column centimetre if it is a classified ad or up to £10,000Local newspapers start at £250.00 for a quater page advert National newspapers start at £30,000 for a full page advert

MagazineMagazine advertising can offer a mixture of awareness,branding and corporate identity, as well as providing effective media for ‘new launch’ campaigns and meeting other specific objectives.Prices start at around £1000.00 per colour page and go above £10,000 per page in certain publications.Some magazines do have specific readership and rates can be lower for those that are part of a membership or club.A magazine with a readership of 5000 people would charge a

starting price of £200.00

Outdoor advertisingFor outdoor advertising formats, prices can vary from around £2000.00 for mobile billboards on vehicles to £7-8000 per month for large billboards advertising on the high street or roadside.Advertising on one billboard can cost between £500.00 and £1,500.00per month.A large 6 sheet billboard which consists of 3,500 panles at a cost of £145.00 per panel would amount to £507,500 for the whole ad campaign.A 48 sheet billboard (10ft by 20ft)would cost £165.00 per week with a minimum booking of 2 weeks.Bus stop advertising will cost from£120.00 per week with a minimum booking of 2 weeks.To advertise on a bus would cost from £50.00 per week with a

minimum booking of 2 weeks.To advertise on trains the prices start from £30.00 for a minimum 4 week booking.

Using street furniture as a method of advertising will cost from £40.00 per week for a minimum of 2 weeks

To create posters for advertising will cost £145.00 for a one off poster and £95.00 for multiple posters.

RadioWith radio advertising , the costs vary enormously and depend very much on the time slot and length of advert. A typical slot of 25 seconds would start from £250.00 to £1000.00 per week , depending on the frequency and amount of listeners.

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SPONSORSHIP

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For the re-launch of the FormContent brand we will be collaborating with Orange for a one year sponsorship.We chose Orange as a sponsor because they are a highly succesful brand with a good reputation for advertising.Orange is the third largest mobile operator in Europe and one of the worlds leaders in telecommunications services ,due to this the exposure the brand will gain from this sponsorship will be huge.

“At Orange we are continually finding new ways to link brands ,advertisers and their audiences in the best way ,whilst delivering a great customer experience. By working together with our advertising clients and giving them an unequalled level of mobile intelligence ,Orange can help brands use the right kind of media and more effectively target audiences in a way that also brings benefits to the mobile consumers.” - Paul Francois (exectutive vice president online and advertising at Orange)

When taking in to consideration some of the previous projects and collaborations Orange have worked on with film ,art and music companies we feel that Orange fit well with the ideals of the FormContent brand.

Orange have previously hosted creative projects including a film project in Manchester ,a photography project based in London and a street art project in Paris. All of these events were interactive events involving local creative people from those communities.

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Future recomendations for the FormContent brand will include the creation of an iphone/ipad app which customers can purchase and keep up to date with all FormContent information as well as view current exhibitions and events.

The last recommendation for the FormContent brand future is to take the interactive aspect of the brand a step further by not only putting on exhibition events but making the events 4D.The event will be a 3D cinematic experience showing films from exhibiting artists accompanied by physical inhouse effects such as sorround sound, pockets of wind and movement in the gallery space.

A FormContent magazine which the customer can subscribe to and receive monthly along with the the general information they receive from FormContent email newsletter.

FURTHUR FUTURE CONCEPTS

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