W O L F Pa c kB RY O N Y F R I E N DC O L E T T E K E N N N YT O VA L O F G R E NO L I V I a t h o m a s

W E C O N F I R M T H AT T H I S W O R K H a s g a i n e d e t h i C A L A P P R O VA L A N D T H AT W E H AV E FA I T H F U L LY O B S E R V E D T H E T E R M S O F A P P R O VA L I N T H E C O N D U C T O F T H I S P R O J E C T .

B RY O N Y F R I E N D S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .'C O L E T T E K E N N Y S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

T O VA L O F G R E N S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

O L I V I a t h o m a s S I G N E D . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D AT E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

C O N T E N T S> > I n t r o d u c t i o n

> Introduction 1-3Bryony Friend

> Why Now? 4-7Bryony Friend > The Unilever Brief 8-9 Bryony Friend

> Aims & Objectives 12-13 Bryony Friend

> Methodology 14-17 Olivia Thomas

> Market & Macro Trends 18-25 Tova Lofgren

> > T h e D e v i c e > The Be Bracelet 40-47 Olivia Thomas

> Packaging 48-49 Olivia Thomas

> The App 50-53 Tova Lofgren > Uni Points 54-55 Tova Lofgren

> The Be Active Project Continued 56-59Tova Lofgren

>Aaker Model 60-61

> > T h e C o n s u m e r > Why the office worker? 28-29 Colette Kenny > Consumer Profiles 30-33 Colette Kenny > Competition 34-35 Olivia Thomas > The Be Active Project 36-37 Tova Lofgren

> > M a r k e t i n g > Marketing Introduction 64-75Bryony Friend > Print Advertisements 66-67Bryony Friend

> Moving Billboards 68Bryony Friend

> Social Media 69Bryony Friend

> Street Team 70Bryony Friend

> Business Card 71 Bryony Friend

> Video 72-73Bryony Friend

> PR; Media List 74-75Colette Kenny

> The Launch 76-79Coletter Kenny

>> Conclusion 81-83Colette Kenny

Bryony Friend (B.F.): 2188

Colette Kenny (C.K.): 2155

Tova Lofgren: (T.L.): 2194

Olivia Thomas: (O.T.): 2176

Total Word Count: 8713

1

I N T R O D U C T I O N> >

2

This report will explore the possibility of creating a wearable device that can be worn by the wider

consumer in everyday life. The main function of this device will be to turn the inactive user into

the active user by prompting them to make small significant changes in their daily lives, consequently

leading them to better health and well-being. The device will need to cause little invasion in the

consumers daily routine and be as subtle as possible, effectively creating a healthier, happier you

with little effort.

>>

3

This report will contain competitor’s analysis

consumer profiles

marketing mix

packaging ideas

As well as this there is thorough primary and secondary research behind our thought process, decisions

and aesthetical choices that lead us onto our big idea and overall design and function of our device. To

achieve maximum success with our device and project, included in the report is future recommendations

and plans to enhance the longevity and life span of creating improved health and well-being for the

masses from our device.

B.F.

4

?W H Y N O WLaunching a wearable device in this

current climate for our consumer, is

the perfect time, especially with a

rise in people caring about their

health and fitness. In today’s society

more people are conscious about

measuring their activity and taking

it upon themselves to join health and

fitness clubs to get active. This is

why it is essential for us to take

this opportunity in this current

health conscious society to launch

our wearable device when it is most

likely to be received well.

The health and fitness clubs market in the UK is expected to reach a value of

£2.66 billion in 2011, an increase of 17.3% compared to 2006.(Mintel , 2010)

Spending on sports participation, clothing and equipment is estimated to have

risen by nearly 50% over the last ten years, to be nearing £10 billion in 2010.

(Mintel, 2010)‘‘

5

6

‘‘

7

‘‘“Mobile apps can generate more

brand loyalty than having a mobile-

friendly website, with almost

one in five consumers preferring

to use apps rather than internet

browsers on their smartphones.”

(Mintel, 2011)

All of the evidence showing the rise

in wanting to improve levels of health

and fitness, shows us that 2012 is the

perfect time to launch our wearable

device. Especially with the upcoming

Olympics and the effect this will have

on the country we need to take advantage

of this opportunity.

This clearly shows that apps are

on the rise along with people

feeling unsatisfied with the

levels of fitness and activity.

This is all key and essential

in launching our device in this

current climate.

B.F.

8

9

T H E B R I E F“Within this environment, Unilever wants to offer the wider consumer a wearable device

focusing on turning the inactive user to the active user. This could be some kind of wrist-

worn activity/inactivity band or another wearable device that unobtrusively logs your

activity and reports the data. “

B.F.

10

The Unilever timeline goes all the way back to the 1890’s when it was originally

developed by a Dutch margarine company, Margarine Unie and British soap maker, Lever

Brothers.

The two companies came together and joined forces to create Unilever, which was first

officially established in 1930.

Since then they have grown rapidly and become one of the most established household

good companies, with now a 160 million times a day someone, somewhere choses a Unilever

product. This is not surprising as Unilever now plays host to a wide and varied

selection of brands including ice cream, beauty and household cleaning products.

H I S T O RY C r e at i n g a b e t t e r f u t u r e e v e ry d ay

11

Most recently Unilever has had great success as in 2010 they launched their sustainable

living plan, which is now helping more than a billion people to improve their health and

well-being. This wasn’t there only success of 2010, as there underlying volume growth for

that year was 5.8%, the best they have achieved in 30 years.

Unilever has always strived to achieve the highest standards and now goes on to make small

changes in our lives that will make big changes in the world we live in that altogether helps

to promote sustainable living.

Unilever launched more than 100 brands into new markets in 2010.

Unilever products are sold in a 180 different countries.

Unilever has more than 167,000 employees.

Unilever has more than 400 brands focused on health and wellbeing.

C r e at i n g a b e t t e r f u t u r e e v e ry d ay

‘‘

B.F.

12

To create something that is durable and will have long term benefits to our consumer.

Throughout the journey of creating our device there are certain aims and objectives we want to stick to

that will help us achieve and create the most effective device. Having aims will help us achieve our goal

of a device that will be enjoyed, appreciated and benefits the daily lifestyle of the masses.The key aims

that we hope to consider and fulfil throughout the duration of this brief are:

Become an innovative leader in the field.

To produce an engaging product with a sustainable plan.

To create a meaningful and emotional connection with our consumer.

To promote healthy lifestyle and well-being.

To create something unique that holds high fashion qualities.

To create something that is unobtrusive, subtle and fits into daily life.

A I M S A N D O B J E C T I V E S

13

Research what is on the market in this

field, and what are the pros and cons

of these devices.

Research competitors, look at their

brand ethos and what their strengths

and weaknesses are.

Gather strong primary research that

targets emotions, trends and lifestyle

routines.

Gather both quantitative and

qualitative research to give us the

best insight.

Alongside these aims we have

devised some objectives to

help us achieve the above and

altogether help us to create a

well thought out and considered

product:

B.F.

14

In order to begin the Unilever brief in the most thorough and logical way, we divided our initial

research into the following sections: the market, the consumer, the product and the promotion.

Each section was researched comprehensively using different sources and shared between the group

using two online blogs. (See Appendix)

A clear and detailed understanding of the relevant subjects is necessary to create the most

successful brand strategy from product to promotion. Using different resources all aspects of the

product and its placement will be carefully considered in order to answer the brief in the most

relevant and current way to eventually change the behaviour of the masses. Our research needs

to be focused on current consumer trends for example their changing behaviour and the need for

transparent brands, creating projects and not campaigns that the consumer relates to.

M E T H O D O L O G Y

Fig 1 Fig 2 Fig 3

15

P r i m a ry R e s e a r c h :S t r e e t S t y l e O b s e r vat i o n :In various cities; London, Birmingham and Nottingham,

people on the streets of all ages and professions were

photographed to track current wrist worn trends. They

were asked what they were wearing and why, how long they

had been wearing it for and would it feel strange if

they were to take it off? This was to gain insight into

emotional connection and aesthetic preferences versus

practicality.

The public were also asked ‘What is your favourite

brand and why? What brand do you use every day and why?’

And finally, ‘What do the words active and inactive

mean to you?’ This gave insight into personal routines,

emotional connections, the subconscious effect of every

day brands and how the consumer relates and responds to

the most vital word, ‘active’. This will help to make

the communication strategy more coherent and engaging

in the future.

O.T.

16

Q u e s t i o n n a i r e : An online questionnaire on surveymonkey.com (See Appendix) was completed by over 120 people

to investigate current insight and opinion with our initial target consumer. We asked

questions that were most relevant to the beginning of the decision making process and

gave us strong evidence to move forward with. The amount of responses we received from the

questionnaire gave us comprehensive quantative results, validating our reasons for product

choice.

I n t e r v i e w s :A recorded interview with the Managing Director of Local Advertising and Design Agency,

Nigel Rowlson gave additional insight into opinion and preference for initial ideas, from

a specific consumer angle. (See Appendix) By showing a range of competitor devices, we were

able to really understand the reasons behind his aesthetic preferences. This qualitative

research allowed us to ask additional questions and analyse emotional response and the

consumers viewpoints related to their experiences.

S t o r e O b s e r vat i o n s :Visiting potential retail locations is instrumental to the research, giving a solid

understanding of the target consumer and therefore enabling us to communicate with them

in the most successful way. How the store displays similar products is also important for

product placement and packaging.

Secondary Research

17

O n l i n e R e s e a r c h :Online research is the most accessible and the most relevant for such a current brief,

particularly useful for keeping up to date with the latest competitors, reviews, blogs

and articles. Online articles cover relevant subjects such as sustainability, empathy,

competitors, recent apps and the quantified self.

Websites such as mintel.com and the ft.com will provide evidence from reliable sources

and professionals in the field and those commenting on it.

Websites for current wrist worn devices will provide information that can be analysed

and improved upon.

Brand websites will show available ranges, price points and current wrist worn trends.

Strategic Research:

Completing a SWOT and PEST for our brand and an additional SWOT analyses on a competitor

will enable a comprehensive competitor analysis and raise any key issues which need to

be addressed (See Appendix). An Aaker model will give the brand a stronger identity

and help to identify its USP.

Secondary ResearchO.T.

18

T h e F u t u r e o f C o r p o r at e S o c i a l R e s p o n s i b i l i t y

The new aim of CSR is to enhance positive impacts. In a world full of pessimism, Unilever can

use the innovation of products and services that are beneficial to society to minimise and prevent

negative impacts. It’s important to understand the future of CSR in the implementation with

Unilever. Unilever hope to impact the wider world, thus must take a responsible attitude going

beyond the normal legal requirements.

‘CSR can be resilient if it is part of the DNA of an organisation, CSR will only survive the

vagaries of fickle markets, fluctuating profits, financial crisis and leadership whims if it is

totally embedded in the corporate culture, strategy and governance systems.’ (Visser 2008)

M A C R O T R E N D S

Trends indicate that CSR is part of

a paradigm shift from industrial

capitalism to sustainable capitalism.

There is currently a crisis in

industrial capitalism which lacks in

trust and social responsibility and

within this we will see a rethinking

of the roles companies should play

on society.

The future of CSR indicates

a ‘DNA Code’ (Visser 2008) in

which good governance, societal

contribution and environmental

integrity should be at the

foundations. In order to be

successful in the competitive

market Unilever must be reward-

based, diversified and global

with social networks. The

success depends on ‘creativity,

scalability, responsiveness,

glocality and circularity’.

(Visser 2008)

19

P r o j e c t s n o t C a m pa i g n s

This trend is important in the development of Unilever as it indicates that brands

have an opportunity to create the real. Brands should ‘take risks by creating

exploratory and experimental projects instead of traditional ad campaigns’. (Gangal

2011) The rationale is that since the number of variables in modern marketing is

so vast today, creative experiments are the only way in which brands can innovate

quickly to survive the change. The real change comes with commitment and the project

should be built to live, not born to die.

‘Fatigued by traditional marketing messages, people are far more likely to get

involved with a cause they connect with. So brands are increasingly investing in

projects not campaigns to show what they stand for and to encourage a more meaningful

connection with audiences.’(Contagious 2011) Thus this project will make Unilever

connect and engage with consumers in creative, innovative and meaningful ways.

‘There’s no perfect recipe for success, but brands have to move quickly, be prolific,

stay involved in real life and keep an eye out for what’s new and cool’ (Gangal 2011)

. Consumers are demonstrating a ‘multi-screen behaviour’.

Consumers don’t think about advertising much, they’re more likely to react in

emotional ways. Unilever must extent the relationship with its consumers who will,

as trends predict, increasingly expect dialogue. ‘‘ T.L.

20

S e l f - T r a c k i n g

‘There’s a new generation of self-trackers

who descended from hackers, programmers,

entrepreneurs and health professionals’.

(Singer 2011) These people are united by a

desire to collect as much data as possible

about them in order to make informed

decisions regarding health, productivity

and happiness.

The self-tracking movement, which has

sprung into life over the last couple of

years, is enabled in large part by both

wireless sensing devices and smart phones.

Many people already employ smart phone apps

to track food intake and fitness, but a new

generation of apps also tracks mood. With this

increase in interest in self-tracking, it’s

the right time for Unilever to tap into this

idea to encourage great consumer engagement

and ultimately emotional connections to the

brands.

There has additionally been movement beyond

the smartphone. This is in the form of

transforming existing objects, such as

scales and pedometers, making tracking both

effortless and easy to share. This is exactly

what we hope to achieve; we do not want to

disrupt ordinary life for consumers.

21

C o n s u m e r E n g a g e m e n t

Through primary research we undertook what we had to establish was how the average consumers

feels about sustainability and how they respond to it. What was also important to uncover was

how consumers perceive the messages brands give off and whether this changes their behaviour

for the better or whether they just tire of it.

Consumers currently feel overstretched in terms of the number of issues they are being asked

to take an interest in when purchasing. ‘Eco-fatigue’ has set in and consumers are tired of

sustainable messages and are therefore desensitised to the issue.

Consumer behaviour patterns indicate that people are often locked into behavioural patterns and

are typically averse to change. When consumers are faced with confusion or multiple messages

that make decision making hard, they fall back to habitual behaviour. So, we will endeavour

to make this project a habit to become a part of consumer’s everyday lives. Ultimately the

project will appeal emotionally to the consumer and develop an enhanced relationship between

the two.

T.L.

22

C l o u d C o m p u t i n g

Cloud computing can be applied nearly anywhere. ‘Cloud computing has been an information

technology buzzword for many years’ (Weber 2010). It makes information technology become a

utility. Chuck Hollis from EMC states that ‘this year is the year to get your cloud strategy

together’ (Weber 2010).

23

Cloud Computing has the ability to unify a business, to make it operate and collaborate on

a global basis. With this being said, it also has the ability to boost consumer engagement

on a wide scale. Many firms have not moved significantly to cloud computing yet which suggests

Unilever can become a leader for change and one of the first to tap into important online

trends.

T.L.

24

Additional important trends are:

T h e E m o t i o n a l C o n s u m e r – self empowerment is a personal goal and thus social responsibility and transparency is top on the agenda for companies.

C o n t r a s t s C o - e x i s t – Two major principles in today’s society: 1) the quest for efficiency and

success 2) the ideal of happiness and quality of life.

S o c i a l P r e s s u r e s at W o r k – the key is to understand these and to anticipate the contradictory.• ‘The recycler also dreams of becoming a SPACE TOURIST’

• ‘Grandmother of five spend their inheritance on BOTOX’

C o n v e n i e n c e T e c h n o l o g y

Provides today’s people with a

tool that empowers them and gives

them a degree of ease in a hectic

world.

C o n n e c t e d

Faith in ‘social software’

from a virtual network.

T r a n s pa r e n c y

Implies openness, Unilever

must have an attractive

ethical dimension and

practice a genuine caring

attitude

25

I n t e r a c t i v e P l at f o r m s – Providing people with a mean to feedback will be crucial in

tomorrow’s product development. In the future people will demand a deeper insight into how

various products can benefit and truly empower their everyday lives.

M e a n i n g f u l Va l u e s – Social responsibility, sustainability and ethics are magic words in a society yearning for meaning and true quality of life.

E m pat h i c E n c o u n t e r s – Inspirational and empathic exchange will shape of future businesses and product development opportunities.

H e a lt h a n d W e l l n e s s

Health concerns have changed

the face of the Western culture.

Healthy body and mind will

become a new form of future

capital in the century ahead;

we feel comfortable with the

universal values of the Eastern

mind-set and seek the calm,

healing and recovery it offers.

C o n s u m e r s a n d O p p o r t u n i t i e s

We must remember that consumers

will always demonstrate

both rational and emotional

characteristics. They expect

functionality and quality gift-

wrapped into a great experience.

S m a r t S o l u t i o n s

Intelligent technologies

and solutions facilitating,

educating and emotionally

connecting with people should

be key.

T.L.

26

27

T H E C O N S U M E R> >

28

The initial primary research that was carried out looked at – what people wear

on their wrists, how people defined the word active and what brands do people

use daily. These questions were aimed at the masses, the general public and

therefore gave an extremely wide range of responses. In order to successfully

market the product, a defined segment of the masses needed to be selected as a

target consumer. We considered a few options, including students and families.

However when looking at who, in day to day life, remains sedentary for most of

their day we immediately thought of the Office Worker.

An article named ‘Too Much Sitting’ states that ‘Sedentary behaviours include;

sitting during commuting, in the workplace, the domestic environment, and during

leisure time.’ (2010. Owen, N) This statement expresses our main reason for

choosing the office worker – they are sat down for the majority of the day either

at their desk or travelling to and from work, causing them to be inactive for

long periods of time. We also took into consideration that most companies and

businesses have an office base meaning this target market, although defined, remains

wide. We also recognised that the workplace is often a sociable environment with

the element of competitiveness. We also thought that office workers are likely

to have an interest in the latest gadgets and app related products. These were

our initial reasons for selecting the office worker as our target consumer but

we wanted to back-up our rationale with some primary research. So we used our

initial thoughts as a basis for a questionnaire (Appendix, Page 16). We sent the

questionnaire to office workers only, and received over one hundred responses.

W h y t h e o f f i c e w o r k e r

29

W h y t h e o f f i c e w o r k e rThe results (See Appenix, Page 18)

proved our original rationale to

be correct. For example, with 68%

of the office workers admitting they

sit down for six or more hours each

day. It’s also shown that 72% of them

own a form of smart-phone, meaning

they are up to date with technology.

The majority also selected ‘Social

Networking’ and ‘News’ as their

preferred apps, showing us that they

like to be informed and constantly

updated on what’s going on in their

own world and in others. When it

comes to health and fitness 95% claim

it is important to them yet only 5%

actually monitor their fitness on a

daily basis. This shows that they are

interested in being active but lack

motivation to make it part of their

everyday routine. The results also

gave an age range of 25-35 for us to

target. The questionnaire produced

valuable information that gave us a

solid foundation and allow us to move

forward with research.

?After finding a basis for our target market

we wanted to focus on a more specific

representation of our consumer. By designing

the following creative profiles we were able

to visualise insight into the character of

our consumer by showing what they like, what

they wear and what they use every day.

C.K.

30

Fig 4

Fig 5

31

F #1The first profile is a representation of a female consumer aged between 25-35. She is

a stylish, socialite who loves to stay glamorous and look good for work. She also

maintains strong life ambitions and is aiming to climb her way up the company’s ladder.

She has a disposable income which she more often than not spends on herself in luxury

high street stores such as Whistles, Reiss and Kurt Geiger. With her blackberry by her

side at all times she is constantly connected to her buzzing social life and is able to

stay in touch with the office 24 hours a day.

M #1The male consumer is also 25-35 and much like the female, he is proud of his appearance

and likes to uphold a perfect, groomed image. He is never without his i-pod or Blackberry

and his most prized possession is his Apple Mac Book Pro showing that he likes the keep

up to date with the latest, most stylish gadgets. He likes to spend his well-earned

money in a combination of designer and high street stores from Paul Smith to Zara.

He too likes to socialise in and out of the office, keeping in close contact with his

friends via his Blackberry.

After creating the first two profiles we realised that they personify a small segment

of office workers who are young, stylish socialites. We wanted to open up our consumer

market slightly further and so we created two further profiles illustrating a slightly

older, perhaps more practical office worker.

C.K.

32

F #2This second female consumer is

slightly older aged 30-45. She is

married with children giving her less

time to focus on herself. With this

being said she still cares about her

appearance and realises that it’s more

important to take care of you health

as you get older. Her income is not

as disposable as she has a family to

care for but she will occasionally

spoil herself on shopping sprees to

Kurt Geiger or Whistles to ensure she

maintains her style. She uses her

i-phone to keep up with her hectic

work/home life and also uses news,

travel and finance apps.

M #2Our older Male consumer is also

aged between 30-45 with a wife and a

successful career that he worked hard

for. Health and fitness is important

to him and he spends much of his

spare time either at the gym or on

the golf course. He likes to keep

up with world news, especially the

business world. He likes to look

presentable and smart for work and

by his casual attire it’s clear that

he is fashion conscious. His clothes

are high quality and often bought

from designers like Paul Smith and

Jasper J Conran.

“As you get older you realise that

actually you need to stay very active

and to that end I go to the gym

twice a week and I swim three times a

week.” (Rowlson, N. 2011) (Appendix.

Page 24)

33C.K.

Although there are four separate

profiles each consumer shares similar

attributes:

· They take care of themselves and

like to feel proud of their appearance

· They need to feel constantly

connected to the world around them,

they do this via their smartphones

· They are successful in their work –

if they are motivated they will work

hard to achieve their goal.

· They are all fashion conscious –

this means when designing the product

we will ensure it has stylish appeal.

Previously similar products have

focused on the functionality of the

device whereas we will take a much

more fashion forward approach to

the design. This will set us apart

from the current field and give us a

competitive edge.

Fig 6

Fig 7

34

competition

Wrist worn technologies are an emerging trend, constantly being updated and

tailored to specific consumer needs, particular those with health needs. For

example Constantin Datz’s device for deaf people which transforms sounds around

the user into pictures and the Gluco - a specialised device, designed to monitor

glucose levels for consumers with diabetes. However the race is on to design

products that reach the mass consumer and work effectively and efficiently whilst

keeping consumer the consumer engaged.

Consumers are becoming increasingly aware that their information is highly sought

after and that there’s a lot to be learned from tracking daily activity or routine.

(The Future Laboratory: The Personal Information Economy, 2011).

In order to understand the market the ‘be’ bracelet will be entering, we researched

current and future competitor devices. Some of the devices listed use the same

technology as the ‘be’ bracelet but for different end results.

Jawbone – the jawbone is a

product most similar to the

‘be’ bracelet but where it has

faulted, the ‘be’ bracelet

excels. The lack of wireless

technology and confusing app

have been criticised by many.

The B1 band is designed to

keep track of your health,

no matter your age. It

tracks calorie intake,

sleep patterns, heart rate

and is also a watch which

tell the time and date. The

information can be tracked

onto a personal web page.

35O.T.

S2H Replay is a device

designed to improve activity

and gain rewards. Replay

tracks physical movement

and rewards the wearer after

60 minutes of activity by

generating a reward code for

S2H.com.

Although many of these wrist worn devices have similarities, their main

fault is their aesthetic appearance and longevity. The ‘be’ bracelet stands

out from the rest because of its fashionable design, the consumer would never

notice that the bracelet is intended to improve their inactivity instead it

speaks of style and subtlety.

Mnemonic is a device

designed to remind the

user of anything they’re

forgetting. This uses

similar principles to

devices which remind

users to be more active.

The Helix is both a pen

and watch, although not a

direct competitor, it has

a sleek and more subtle

design then most other

devices.

Fig 8

Fig 9

Fig 10

Fig 11

36

37

From all our research into our current trends, consumer and competitors, we

have created a brand, a project and a davice that we believe will chnage and

benefit the lifestyle of our desired consumer for the better.

We recognise that people aren’t robots and can’t be programmed. However there

are lots of things we can do to influence the way consumers behave. This project

motivates consumers and will make a change. The way it will do this is by being

understood, being easy, being desirable, being rewarding and becoming a habit.

The Be Active Project is about using cleverly designed rewards, motivators and

challenges based on the consumers wants, needs and aspirations to influence and

guide consumer behaviour.

T.L.

38

39

T H E D E V I C E> >

40

t h e b e b r a c e l e tThe ‘be’ bracelet is a wrist worn device which measures the user’s activity and links wirelessly to

an app. The user can set themselves daily goals and track their progress at any time of the day. The

‘be’ bracelet is simple and effective, designed to be worn by the masses and enable them to take

small steps to help change inactive behaviour.

The aesthetic of the bracelet is key; it is hard for consumers to create an emotional connection with

a product that isn’t aesthetically pleasing and speaks purely of technology. However a design that

is suited to the consumer, (stylish, unobtrusive and professional) is immediately more appealing and

creates a stronger connection with the consumer. An emotional connection also helps to build belief

in a product and in the consumer themselves.

We have designed two different bracelets, one male and one female; this gave us the freedom to

tailor the designs and appeal to a larger audience. The only difference between the two bracelets

is their physical appearance; the technology and promise of making the consumer more active are

apparent in both.

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In order to keep the device sustainable and environmentally friendly, working within the brand

ethos of Unilever, the materials of the bracelets have been carefully considered. The male

bracelet is a simple stainless steel band with a buckle to adjust the size and the female bracelet

is made from black leather, with a small gold bar in the middle.

Stainless steel has proven its worth as a sustainable and eco-friendly material.

Stainless Steel also has a long life, doesn’t require any chemical finishing and also does not

corrode. This means the bracelet will have longevity and the consumer doesn’t need to be concerned

about it being damaged throughout daily activity.

The female bracelet is made from black leather with unique properties such as its high tensile

strength and resistance to tearing and flexing, the band is again difficult to damage during daily

activity. It is resistant to abrasion in both wet and dry conditions and is soft and supple,

enabling the bracelet to be comfortable against the skin, truly allowing the product to be

unobtrusive and a pleasure to wear.

‘‘‘It uses primary energy sparingly, saves non-

renewable sources and limits the waste stream.

Production and recycling are not separate

stages in the life of stainless steel it

is important to notice that they are one

and the same process. Any stainless steel

object has about 60% recycled content within

it.’(bsstainless.co.uk, 2011)

O.T.

42

M A L E

Fig 14

Fig 13

Fig 12

43

M A L E F E M A L E

O.T.

Fig 14

Fig 15Fig 16

Fig 17

44

Both bracelets have the following features:

A c c e l e r o m e t e r : to track how much the user moves and walks.

C l o c k : to enable the user to track what time they were active or inactive and how long for.

T h e G P S s ys t e m : to show the user where they have travelled to and from. Also

allows advice to be tailored depending on the consumer’s location.

Waterproof: no need for the bracelets to be taken off and forgotten about, promising 24/7

tracking and the most effective results.

W i r e l e s s : The bracelet is wirelessly linked to an app; this can be tracked on a

smart phone, tablet, computer, or all of the above, depending on the consumer’s preferences.

Having data wirelessly transferred to your phone means the consumer can check their progress

at any stage of the day and night. This will become routine, just as it is to check emails and

Facebook.

Both the bracelets contain batteries which charge using a small station that plugs into the

mains. When the user places the bracelet onto the station, an induction coil in the station

creates an alternating electromagnetic field which a second coil in the bracelet takes power

from, converting it into an electrical current to charge the battery.

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The beauty of the ‘be’ bracelet is its subtlety, the core technology is hidden within the

bracelet and without being obtrusive, its physical presence on your wrist reminds the user

of the changes they want to make and nudges them to check their progress often, initiating

routine and longevity with the product and ‘be’ brand. Both male and female bracelets are

understated, stylish and designed around the user, not the technology they encompass. The

designs have been kept minimal so that they effortlessly become part of the consumer’s

lifestyle. This decision was made following street style observations as we noticed many

men and women were both wearing hair bobbles on their wrists and said they didn’t even

notice they were wearing them.

O.T.

46

We considered different market areas for the distribution of the product for

example, sportswear shops and mainstream department stores. However, the intention

of the ‘be’ bracelet aesthetic is for the consumer to wear them because of their

design, with the additional benefits of improving your well-being by tracking how

active or inactive you are on a daily basis. We visited high end fashion retailers

and observed their most frequent consumers. We found that the consumers entering

these shops were of the right age for our target consumer and were shopping in

and out of working hours from offices. Following this research, we felt it best

reflected our product and would reach the office worker in the most effective way

by being sold in these fashion retailers. For men: Ben Sherman, Fred Perry, Ted

Baker, Zara, Massimo Dutti, and Gap. For women: Whistles, Reiss, Ted Baker, French

Connection, Jigsaw, Cos and Zara. The bracelets will also be sold in department

stores such as Harvey Nichols, Selfridges, House of Fraser and John Lewis.

‘More people working in managerial and professional occupations will help the

market to prosper as these affluent consumers have the highest expenditure on

watches and jewellery. Independent jewellers are the top choice destination for

these consumers so these outlets will profit from continued upward mobility. ABs

also show the greatest interest in experimenting with unusual or contemporary

jewellery designs.’ Mintel 2011

The bracelets will be sold instore for £40, a similar price point to jewellery

that is currently sold in the chosen retail stores, and includes the price of

the app. The technology required is currently available, however the brand will

release new editions of the bracelets with updated technology to keep current and

get the best results.

47O.T.

48

The bracelets will be sold as part of the ‘be’ brand, under the Unilever portfolio and so the

packaging needs to reflect the Be Brand identity and ethos.

The design relationship between the device and its packaging were carefully considered. With the

retailers in mind, we wanted packaging that was different to others in store and that which felt

honest and natural to reflect the brands ethos. The bracelet itself is presented in a cardboard

pouch and tied with string which is then sold in a traditional paper bag with the ‘be’ logo as its

seal. In contrast to the traditional materials used, the packaging has contemporary typography and

graphics. In keeping with Unilever’s will to move forward without impacting the environment, all

the packaging is 100% recyclable.

PA C K A G I N G

The packaging is to be as if the

consumer is receiving a gift, not to

be thrown away but kept and treasured,

or even re used. This will also help

to build an emotional connection

and keeps the product sustainable.

When new bracelets are released, old

versions can be sent back to the brand

and recycled if the consumer chooses

to invest in the latest product.

Fig 18

49O.T.

Fig 18

Fig 19

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T H E A P PWe’ve developed an engaging app

to link the consumer to constant

activity. The apps works in sync

with the consumers wants. They set

their own daily goals in accordance

to what interests them. We provide

challenges in order to create a

sense of competition and fun for

the consumer.

The challenges include the

walking challenge in which you

set the amount of steps you want

to do that day; we will provide

recommendations and support along

the way. Another challenge is the

Water Challenge which advises

consumers to drink 2 liters of

water or more should the consumer

choose to. The third challenge

is the Stop Challenge is which

consumers confess what they would

like to stop e.g. Smoking, Watching

TV, Being Lazy and we provide them

with activity to do which serves

as active distractions. We then

supply a progress monitor which

guides consumers throughout their

day, always at their fingertips to

reach their goal.

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We kept the app simple and the progress

monitor allows you to see your level

of activity in relation to achieving

your goal. Immediate feedback will

be given on consumers efforts.

Since the subject of activity and

sustainability is hard to understand,

consumers need tangible solutions in

order to engage with the issue and

this is exactly what we are supplying

with the App. The App is constant

and the tracker appears on the home

page so it’s continuous and easy to

understand. This will make consumers

fully aware of their progress and

get rid of any illusion that they

might forget about the project and

the device.

T.L.

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53

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These points will enable the consumer to

feel good about making the right choice.

Even when the consumer’s decision is

based on self-interest, we will point

out that they have contributed in some

way for the better. If consumers achieve

their daily goal, they receive a Unipoint.

These points amount to a weekly amount,

if consumers gain 5 or more Unipoints in

a week they can collect the weekly deal.

These deals vary week to week and feature

deals across all genres of products. There

is also an option to Be-generous in which

consumers can donate their points to the

charity supported by Unilever which will

be converted to money. The idea is about

moving for change, whereby activity on the

consumer’s part is making a big difference

to the life of others and this makes

consumers want to carry on and feel great.

The deals are designed to recognise and

reward active behaviour.

T H E U N I P O I N T S

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The way in which we quantify and display this to consumers will express the contribution

made in a way they can relate to. Importantly, we will delve into data visualisation

and display an inspiring and engaging visualisation of the consumer’s data.

By rewarding consumer’s efforts and making them see that their activity is changing

the life of others, which will be seen through the portal, the alleviation of guilt

will act as a motivator to engage with activity and sustainability.

T.L.

56

I n s ta n t G r at i f i c at i o n

The progress monitor will provide information in real-time to the user which will reinforce and

push the need to be active. The progress monitor along with the App and the online portal will

all be used as great motivators for activity, so that the idea is never forgotten and activity

never stops. This will eventually become a part of their everyday lives through these mediums.

Through the innovation of

ideas Unilever will overcome

competitive barriers and

instead will open up a new

market for a fashion forward

device. In a market that is

dominated by companies that

are less sensitive about global

issues Unilever can and will

stand out. This innovation

doesn’t have to be radical or

disruptive; instead the project

will offer opportunities, new

ideas leading to big change.

The Be bracelet is a ground-

breaking effort in the market.

The bracelet is designed to be

worn every day and something

the consumer enjoys wearing,

making it unique in its appeal

to the conscious consumer.

We have established an open,

two-way dialogue and will

set up a ‘customer feedback

= reward’ engagement system

for loyalty which will all

be visible on the portal.

The project will not require

compromise from the consumer,

and will innovate to ensure

the project delivers unique

value that is clearly

discernible to the consumer.

I n n o vat i o n

Our aim is for Unilever to be

at the front of innovation

in becoming a leader in

the field. Unilever need to

be at the bleeding edge of

technology and by driving

forward innovation in the

area of sustainability and

brand communication this can

be done. Thus the development

of the App and Portal will

provide a great atmosphere to

engage the consumer socially.

57T.L.

Fig 20

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M a k e i t P e r s o n a l

The project will get consumers to relate to their activity issues and

empathise with the need for immediate action. Research shows that the

human mind has a natural tendency to focus on the problems based on

their proximity and many people find it hard to relate to issues that

don’t relate to them directly. For this reason the Be active project

will relate to the personal issues of the consumer by allowing the

consumer to set their own daily goals and giving them control. By

establishing links between the characteristics of sustainable brands and

the personalities and preferences of individual consumers an emotional

engagement will form.

Additionally, by using a local charity Unilever can employ local

issues as levers to help consumers relate to the global and wider

issues. Moreover, by personalising through tangibly connecting the

environmental choice to a personal benefit to the consumer, there’s much

more likelihood of change. For example, the fashionable bracelet will

encourage consumers to be active and by localising it they are more

likely to use it every day.

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S i m p l i c i t y

Additionally we must make it easy, from our primary research most consumers said that

helping others and protecting the environment was important to them but according

to trends very few will actually translate this into tangible action or a change in

lifestyle. This is because consumers are creatures of habit and find it hard to break

free from the behaviours and patterns they’re used to. Consumers typically take the

path of least resistance, which therefore becomes an important factor in the design

of the Be active project.

Q u i c k W i n s

By helping consumers to gain quick wins, they can then graduate on to further

commitments. The will help consumers to comfortably and conveniently start to address

sustainability in their own small way and will help Unilever to win the long-term

loyalty of consumers. The daily challenges will start small and graduate to become

more progressive with the project. This will be done whilst tracking their performance

against other challenge takers on the Be active portal to create a great social

atmosphere and to motivate one another to keep going.

T.L.

60

61

62

63

M A R K E T I N G> >

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There will be several elements that will surround our ‘Be Active’

project before the official launch. This is to create buzz, excitement

and curiosity about who we are, what we stand for and what ‘Be’ is

all about.

We will be achieving this via a variety of different media methods,

including print, viral video and radio. The main factor that was

essential when creating all these different forms of media promotion

was that they constantly linked back to the ‘be’ brand, creating

strong brand association and identity putting the ‘Be’ stamp firmly

in the minds of our target consumer.

It was critical for us that our target consumer was already familiar

with the ‘be’ logo before the launch as this would cause them to

be eager and excited to gain the answers behind the promotion that

has been surrounding them each day and causing their ever-growing

curiosity.

B.F.

66

The first element of our ‘be active’

campaign to be pushed out will be the

teaser adverts. These adverts will be

kept very mysterious and lack little

information. We have achieved this by

only showing half of the models faces in

the adverts, so all you can see is from

the nose down, causing your attention

to focus on their lips.

P R I N T A D v e r t i S e m e n t sPlaced on their lips will be the ‘be’

logo sticker sealing them down, this

will be the first time our consumers set

eyes on the ‘be’ logo, so this is a very

significant moment in the chain of our

promotion. The reasons why the adverts

achieve the anonymous element so well

is without seeing a person’s eyes it

is hard to identify them, and without

any text or explanation surrounding an

advert it is hard to come to a theory

or gain any real information behind it

all.

Fig 21

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The only clue the viewers will have when

coming into contact with the adverts

will be the ‘be’ logo, which will

hopefully imprint into their minds. As

well as this in the bottom corner of

each the advert there will be there

Facebook logo and a link saying the ‘be

active project’.

The location of these adverts will be

on tubes, buses and on billboards of

heavily populated and thriving cities,

these locations are key as that is where

our target consumer, the office worker

will most likely come into contact with

them on their day to day lives.

B.F.Fig 21 Fig 22

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M o v i n g B i l l b o a r dTo accompany these adverts there will also be similar set; however they will be moving billboards.

The biggest difference between the two different forms of averts is this one will contain text.

The ‘Be’ logo is once again seen, but this time there are words that follow after, which change.

The words the will be appear on these adverts will be, be active, be inspired, be beautiful and

be generous and so on. These short inspirational sayings are key to our ‘be’ project as they are

brand ethos and lifestyle goals that we hope to achieve, live by and pass on to our consumers.

Fig 23

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Fa c e b o o k a n d S p o t i f yAn important element of any marketing

strategy is targeting the social media

sites, especially with them being so

prominent in today’s society. There will

be a ‘be active project’ page for those

who want to know more , all they have to

do is ‘like’ the page and they will

gain more information about who we are

and what we are doing. On this page there

will also be a link to the website where

the promotional video can be found and a

countdown to the official launch of the

site.

Another more upcoming media device that

we will be targeting as well is Spotify,

we feel this is really engaging form of

communication that will target the younger

end of our consumer successfully.

B.F.Fig 23

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S t r e e t T e a m

The next key factor of our ‘Be project’ is down to

our street team. These groups of ‘be’ promoters

will be found in the streets of cities dotted

around the entrances of tube and train stations,

bus stops and busy thoroughfares. These locations

have been picked for our street team as this is

where they are most likely to come into contact

with our target consumer.

The street team are being used to hand out ‘Be

active’ promotional packages this creates a more

emotional connection with our consumer, as it

is actually gives them something to hold on to

and keep. These packages will be recyclable like

the packaging of our device, as this once again

reinforces the lifestyle we live by and want to

promote.

Inside these packages will be stickers, business

card, mini postcards of our ‘Be’ adverts, stamps

and tips, facts and advice on how to be healthy

and improve your lifestyle.

Fig 24

Fig 25

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B u s i n e s s C a r d

The most essential element found within these packages will be our ‘Be’ business card. The

business cards are a key component within our promotional strategy as they have the all-

important link to the ‘be active’ website. This is vital as this is the only other source,

aside from our Facebook page, that potential consumers will come into contact with this link.

We have kept the design of the cards very simple, clean and contemporary as this will

contrast with the recyclable look and style of the promotional packages, and the contents

found within. This design decision was made of a very neutral background and modern vibe as

it most importantly draws the attention to the link.

As well as our logo and link to the website found on the card we have placed our lifestyle

goals and motivational statements that were previously seen on the moving billboards.

B.F.Fig 26

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The final and most engaging element to

our marketing campaign will be our viral

teaser video. The teaser version of

our video will be found on our website

alongside a countdown to when the website

will officially be launched in May 2012,

along with full version of the video. The

‘be’ campaign teaser will also be placed

as an advert before YouTube videos ,

we will mainly be targeting on placing

it before Health and fitness videos and

the current most played music videos.

This should grab people’s attention and

hopefully guide them on to the Facebook

page and website.

The video shows the morning routine of a

young male and female office worker before

they go to work. Shown throughout will

be activities such as having breakfast,

brushing teeth and getting dressed for

work.

V I D E O

73

The video is shot in a contemporary black and white effect once again in keeping with our

logo and this also connects to our advertising campaign as you also only ever see the male and

females mouths, enhancing the element of curiosity and linking the whole campaign together.

The video starts and ends with the ‘be’ logo so our consumers gain recognition with our logo,

however the end sequence also shows are brand morals, be active, inspired and so on.

The full length video will have it first preview at our launch event to the press and bloggers,

from then it will get placed on to our website replacing the teaser video. Allowing the

public to see the full version of the video and browse are freshly launched website.

B.F.

Fig 27 http://youtu.be/1lHp63CWEGY

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We created a media list after deciding where and how we would like to promote our product and concept.

M a g a z i n e s a n d N e w s pa p e r s

· Metro - This free newspaper is handed out daily at most underground stations in London and is

read by around 17 million people each day (metro.lu 2009), many of whom are commuting to and from

the office.

· For our female market the product will feature in magazines such as: Style on Sunday, Cosmopolitan

and Grazia. These are all fashion forward magazines that target stylish, ‘everyday’ women. They are

also published weekly, meaning the content is all very current.

· As for our male consumer we decided on ShortList magazine as it appeals to our consumer age and

includes a style and a gadget section, both of which could promote our device. Also Men’s Health

magazine as it remains the biggest selling men’s magazine in the UK (pressgazette.co.uk, 2011) and

targets men who like to look after themselves and lead an active lifestyle.

P R > > M E D I A L I S T

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O n l i n e

25% of employees use the Internet for personal use during office hours for at least ten minutes

each day (McKay, D. About.com) so advertising online would be ideal for this project. We

will use popular sites like YouTube, spotify, facebook and twitter to show our promotional

video and introduce our concept.

T e l e v i s i o n

As Unilever are already an established brand and ‘be’ are working closely with them it could

be possible to advertise the product on TV. Also because the concept is very current and

innovative shows might be more inclined to feature the ‘be ’bracelet. Programmes such as

The One Show on BBC One include a section on products/gadgets where the bracelet could be

introduced and demonstrated.

C.K.

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These marketing methods will be used to create hype

as a build up to the official launch of the device and

the ‘be ‘ brand. The launch itself needs to answer

any questions that the adverts have raised and put

an end the mystery that surrounds the project. The

launch must be exciting for those attending, relevant

to our brand and informative about the device. The

event will be open to the general public but we will

also be inviting special guests that we believe will

be interested in our product and potentially help

with promotion including:

· Members of the press

· Representative from potential retailers, such as

Whistles

· Respected names from the fashion field who have

a keen interest in ethical values and well being

for example, Emma Watson who has recently created

a collection for environmentally friendly fashion

label People Tree. Inviting a well-known, appreciated

celebrity will also attract more attention to the

launch and encourage further press coverage.

· Executives from Unilever

LAUNCH

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To continue with our consumer theme, the event will be held in an up-market office

space along Canary Wharf in Central London. As guests arrive they will receive

our promotional package previously mentioned but with an additional free ‘be’

bracelet which they will be asked to put on straight away. The guests will be

taking part in a mini competition to see how many steps they take during the

event and a generous donation to charity will be made in the winner’s name. The

full version of our brand video will be showcased for the first time and will be

used to grab the guest’s attention before the introductory speech. The speech

will be given from our ‘be’ team at which point they will explain our concept

as a brand and demonstrate how the device itself works. They will also introduce

the various activities for our attendees to enjoy. These activities consist of

three interactive checkpoints which include:

14.05.2012C.K.

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· The Water Point – Everyone is encouraged to take a free bottle of flavoured ‘be’ water to

keep them energised and refreshed throughout the evening.

· The Walking Point – Here the guests will have the opportunity to experience the whole process

first hand. There will be interactive tablets so they can access our website, learn the unipoint

system and have a look at the app. They can also sync the tablet to their ‘be’ bracelet to see

how many steps they’ve taken so far and how many more they may need to win.

· The Stopping Point – When starting to make changes to your lifestyle you must also think

about what needs to stop. This checkpoint gives people a chance to recognise any bad habits and

seek advice on how to address them. The guests can simply enter their bad habit e.g. smoking,

into the tablets and the ‘be’ advice generator will offer simple steps on how to give up.

All checkpoints will be linked by light-up flooring which will illuminate when people walk

across it, this will give the event a fun edge and hopefully encourage more steps to be taken.

We want the event to be as interactive and as interesting as possible whilst staying relevant

to our project. The attendees must feel as though they are part of something special and

innovative. When people are actively involved with something they will show more of an interest

and understanding than if it is simply explained to them.

C.K.

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After researching the market, considering our

consumer, creating a functional product and

devising a promotional strategy, we believe

we have successfully created a product and

brand that can be taken seriously within the

market and has the potential to be a great

success. We achieved all of our original aims by

effectively addressing the objectives through

insightful secondary and primary research.

The product itself is unobtrusive and subtle

making it part of the wearer’s everyday life

and its durability ensures longevity. The app

and progress monitor provide the owner with a

constant motivation to do better along with

the Unilever point scheme which allows them

to reward themselves or others. These small

motivations provide an emotional connection

between the wearer and the device ensuring

sustainable, long term usage.

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After finalising the project we then began to consider what the future may hold for ‘be’ and how

the brand would be developed and continually improve. This is a long term project that will become

part of the consumer’s lifestyle and really make a permanent difference to their wellbeing. Over

time the device itself will be updated as technology advances so that it remains current within

its technological field, this will mean its functions will evolve along with the features of the

app.

The design of the device will continue to develop alongside trends in the market, we have also

considered different versions of the current design for example – the men’s ‘be’ bracelet in

black. We have also looked into the possibility of a future collaboration to ensure the product

remains stylish and in demand. Perhaps with a high-end jewellery brand like Links of London or

with a high street designer like Kurt Geiger. Another method of furthering our project could be

to focus on a new consumer segment, for example students; encouraging a more active lifestyle

but tailored to their way of living. The further we expand our concept the more room there will

be for product extension and the creation of more ‘be’ brand products e.g. sports equipment,

water bottles.

We truly believe that the ‘be’ brand is

transferrable to many different fields as its

not only promoting a product it’s promoting

a lifestyle, a lifestyle that is easy to

manage and more importantly, maintain. The

short term and long term health benefits

are undeniable; by improving your level of

activity and overall attitude towards an

active lifestyle now, you are ensuring a

healthier, more fulfilling future.

C.K.

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