WEEK 10 { designing logo: mind-map & sketches }

TAGE LINE:

SHARING IS NOT FOOL, SHARING IS FULL.

{ connecting . earning . satisfaction. }

BLOG UPDATE:
1. Mind-maping base on the tag line

2. Sketches: designing logo

WEEK 9 {concept development & propose strategies}

KEY WORD FOR CAMPAIGN CONCEPT:

- saving

- cost effective

- help

BLOG UPDATE:

1. propose campaign Tag Line base on the key concept.

2. propose campaign strategies. 

WEEK 8 {data analysis & secondary research}

BLOG UPDATE:
SURVEY - 
1. Table or chart: compilation of questionnaire and interview survey datas.
2. Conclusion notes: one paragraph of write up to describe your conclusion from reading the datas. (both questionnaire and interview)

SECONDARY RESEARCH INFORMATION - 
1. Summarise of secondary research information.
2. Reflection notes : one paragraph of write up to describe your opinion regarding your research finding. 

TASK:

1. Survey and Interview to be done before Oct 20. 
2. Date to be compiled before class Oct 23, with a note of conclusion. 

2. Secondary research: research information about the existing collaborative consumption campaign or advertising. What are the campaigns has been done? What are the approaches? How's the campaign planned?

WEEK 7 { data collection & secondary research }

BLOG UPDATE:
The students are required to update the finalised questionnaire and interview question in the blogs.

TASK:
1. Finalised questions and complete data collection during the study break. 

STUDY THE RELEVANT COLLABORATIVE CONSUMPTION CAMPAIGN &  MARKET ANALYSIS

Something to start with....

http://www.campaignlive.co.uk/features/1208887/Understanding-collaborative-consumption/?HAYILC=RELATED

http://www.sfbg.com/politics/2013/04/24/hype-reality-and-accountability-collaborative-consumption

http://www.youtube.com/watch?v=atk2AyL9KF0

http://sustainableliving.vc/2012/02/11/the-proliferation-in-collaboration/

http://www.dutiee.com/ecomodo-do-good-save-the-planet-and-make-money-too

WEEK 6 { interview & survey questions }

TASK:

Students are required to update interview & survey questions base on class discussion. 

WEEK 5 { research method & planning }

WEEK 5 { research method & planning }

CAMPAIGN OBJECTIVE & TARGET AUDIENCE

Campaign Objective

Change opinion on the value of sharing

–Building trust on sharing

–Create awareness on collaborative consumption (do not know about “sharing” business model)

Target Audience

- 25-45 age group

- Income level: middle class (1000-5000)

- Education: high school above (IT knowledge & accessibility to technology)

- Working adult

PLEASE UPDATE THE RESEARCH METHOD AND RESEARCH PLANNING FOR DISCUSSION 

Research Objective

Research Questions

Research Method: Qualitative or Quantitative




ADDITIONAL READING
http://www.genovasi.my/about-designthinking/how-design-thinking-transformed-airbnb

WEEK 4 { initial research & campaign objective }

INITIAL RESEARCH FINDING & CAMPAIGN OBJECTIVE

Initial Research
Understand the background and theory of "sharing". (Ashwanity/ Malathy)
Understand the collaborative consumption model in different business categories. (Kugen/ Zulkarnain)
Study the strength and weakness of the collaborative consumption. (Chong Chian Wen/ Izzral)

Blog Update | students are required to update the following information 
1. Research report: a reflected report base on the assigned topic for initial research. Please post the link for relevant reference, reading, site, video..etc. 
2. Analysis of the benefits and problems of collaborative consumption. (List, Table, Chart, or Points)
3. Discuss with you group member to decide the campaign objective and target audience. (For class discussion - week 5)

Notes | relevant information for weekly discussion

• Things to consider when setting Campaign Objective:
1. What's the goal of the campaign?
2. Do you want to change public opinion, instead of the messages that are important to you. 
3. Is the campaign short-term or long-term?

• Things to consider to narrow your Target Audience:
1. Which audience best helps you meet your specific campaign objectives?
2. Is this audience persuadable?
3. Which segment has the most influence and impact?
4. Can you realistically reach the target audience? (understand their demographics and media consumption patters)

(GLAAD & MAP, 2008)

WEEK 3 { brief & initial research }

PROJECT | COLLABORATIVE CONSUMPTION (RSA STUDENT DESIGN AWARDS 2013-14)

Brief
Design a communication campaign that encourages sharing at a general level, so that sharing becomes more attractive and viable. 

Case Study
Airbnb, Netflix, ZipCar

Judging
1 Environmental and social benefit 20%
2 Research 10%
3 Design thinking 25%
4 Commercial Awareness 20%
5 Execution 10%
6 Magic 15%

Initial Research
Understand the background and theory of "sharing". 
Understand the collaborative consumption model in different business categories.
Study the strength and weakness of the collaborative consumption.