Media Fit

We would like to bring people together, but it has to be unforced. We focused on young adults to select the media we would like to use, but others could participate to the concept as well. The selected media are not only used by our target group, but also by younger and older people. This way we do not exclude anyone since our higher purpose is to bring east and west of delft together.

Since we chose to focus on a large group of people, we decided not to use many high tech applications or complicated kinds of media. The only media we can not assume to be used by everyone (mobile internet) is optional. This way, the media fits our target group (and maybe others) well.

Targetgroup & Media

Media	Consuming frequency	Used media for “Lights On”
Internet	Daily	Yes
Social Networking	Daily	Yes
Television	Daily	Yes
MMS	Monthly to Yearly	Yes, only to receive
Text message	Daily	Yes
Mobile internet	Weekly to daily (in case the application is available on their cell phone)	Yes
Telephone	Daily	No
Non digital media	Active consumption	Yes

AIDA:

Awareness, raising interrset, creating Desire, Make people act;

Non digital Media

- Laser advertisement will make people aware of the concept. Making people aware is all about confronting them with this information frequently. is also raises the interest, especially because little information could be communicated using laser advertisement. Just the name on the event and a webpage. This will make people thing about the concept: What will it be?

- Posters/flyers will create more awareness, raising the interest and makes people act to visit the website.

- Sandwich advertisement on the day itself will create a desire to go to the event among people. This will work because we will use it one the evening itself. Then people can convert their desire into action immediately.

- Pulsing light tubes will make people act directly to go to the event.

Internet will make people act to create a profile and create a desire to join the event.

The Photo wall will be visible on the event itself; photos make by photographers will be uploaded immediately to the photo wall and webpage. It will raise the interest for the concept, create desire to participate and finally make people participate.

The return text message will make people act to visit the webpage again.

For those who have mobile internet it will be possible to act directly by visiting the webpage. Looking up photos, find someone’s profile and write a message on his/her social network account.

Social network gives people the casual opportunity to stay in touch after the event.

Evaluation process & course

At the start of this Project we were all pretty adamant we didn’t want to include the same old Websites and Texting services. We didn’t believe that people would actually use these services in a way that would be beneficial to our Concept. This is the reason why we ended up heading towards a CM1 level concept.

Luckily we were made aware of this before we were to far into the project to change our concept into a higher CM level. After we decided we should include the “new media” we had to make sure we looked at a way of using it to have a bigger effect then just sending a text message or visiting a website.

We started looking towards a socially driven concept based on our chosen theme “east meets west”. Here we found a concept that would serve as a good interaction level as well as a socially driven motive. We believe that the resulted concept is one that serves our briefing and theme well and should be able to fill the demands we set.

We had a lot of problems working around the technical difficulties which arise with the making of a movie. It’s always a lot more work then you originally anticipate. So we ran into some planning issues which resulted in a missed mentor deadline. This was a rude awakening and resulted in renewed vigor to complete the assignment within the deadline and at a level we where comfortable with presenting.

We think the end result is something we can be proud of with the trouble we had of changing themes half way in the project. We still believe it was a good choice as it fitted our way of thought a lot more. In retrospect it’s always interesting to see how your first ideas differ immensely from the final concept.

“Never sit under the first tree you find but always look for that one that’s just that little bit better.”

Evaluation of the Design

We wanted to check if target group likes the idea of the party. In order to do so, we went to four families that live in the Spoorzone.

We've showed them our presentation movie and asked them a few questions afterwards.These questions were:

1. Do you think you would go to the party?
2. Do you like the fact that the pictures are showed instantly?
3. Would you send a text message to show your name at the screen?
4. If you have met someone at the party will you search for the person on the party's website?
5. What do you like/dislike of the concept?

The interviewed answered the question as followed:

Test-person A (female, 28 years old, single):
1. Yes
2. Yes
3. No, I'm afraid I will receive unwanted advertisement when they have my number
4. Yes, I always check the pictures after a party
5. I like the light tubes!

Test-person B (male, 51 years old, married):
1. No, I think I'm too old to go to such a party
2. No, people will see who's drunk and who's not
3. No, I want to stay anonymous
4. Yes
5. I like the fact you want to bring people together. Delft has become to individual.

Test-person C (female, 32 years old, cohabiting):
1. Yes
2. No, I like the surprise-effect when you check a party's website
3. Yes
4. Yes
5. Does it has to be on lichtjesavond or could it also be on another date?

Test-person D (male, 25 years old, single)
1. Yes
2. Yes
3. Yes
4. No, Only when the girl I've met is really hot
5. Great design of the poster and the flyers!

With these results we have some recommendations for the further development of the project.

* Show on the screen that the text-message-service is not part of a subscription
* Detail the website more

Detailed Visual Examples

Task Analyses

We have summarized the tasks that every used medium has to perform



Website

Users have to find information about

- When, where, what time is the party
- Which dj’s and bands will be performing at the party
- Accessibility of the party

Users will be able to

- See party pictures
- Create a profile
- Link profile to pictures
- Link profile to personal websites on Facebook and Hyves
- Search for other users
- Always go back to the homepage

The website also shows

- Link to sponsors
- Link to Werkplaats Spoorzone Delft
- Button for English version


Posters

- Name of the party
- When, where, what time is the party
- Which dj’s and band will be performing at the party
- Website URL
- Sponsors

Flyers

- Name of the party
- Line-up
- Website URL

Screen

The screen will show

- Pictures of party people
- Codes for the unknown people
- Names for the known people
- Number where people can send their text message to

The screen is able to

- Recognize faces and connect different pictures to the same person
- Process new names into the pictures

SMS-service

The service is able to

- Receive a message
- Send received information to the screen
- Reply to senders with feedback messages

The feedback messages contain

- The party’s website
- The picture

Pulsing guide lines

- Guide visitors of Lichtjesavond to the party


Sandwich boards

- Attract attention by pulsing and flashing lights
- Show the poster

Flowchart Cross Media

As shown in our website flowchart, the homepage will be the starting position. There is always the option to go back to the homepage by one step. We decided to have a back button too. There are a few important points concerning the website we would like to point out. Under “profile” (1.) people are able to edit their profile or create one. To make this easy accessible we decided to keep it simple. People only will have to type in their name, create a password and select a profile photo. This photo will be used for face recognition so that it will be able to link other photos of the same person (made on Light’s On) to his profile directly. While creating a profile it will be possible to link their social network account (2.). This way, people can stay in touch after the event.

One of the options when clicking on “photos” is to search for someone (3.). A persons name will have to be filled in after which his or her photos will appear. By clicking on a person in the picture, his or her profile will be shown (4). This will only work in case this person created a profile too. Besides a profile photo and pictures of that specific person made on the event there will be a link on his profile to visit his social network account (5.). Here people can stay in touch after the event.

Click on "full"-button for a better view Or click here

Flowchart Cross Media

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Concept

Since the rail viaduct was built in Delft, the city was divided in two. The west, the center of the city, and the east. With the developing of the new train tunnel this viaduct will disappear. So west and east will not be divided any more.
We want to introduce all these Spoorzone citizens to each other. We want to unite them instead of divide.

To do this we want to use the annual event ‘lichtjesavond’. Lichtjesavond is the evening in which the Christmas tree on the Markt will be lit. The whole center of the city is decorated with Christmas lights and there are lots of market stands with Glühwein, hot chocolate and Christmas decorations.



To unite the people we want to host a party at the Spoorzone area. On this party pictures will be taken of all the guests. These pictures will be shown on a big screen at the party. Every person on the picture will get an personal number. If someone sees their own picture they can text their personal number and their name to a number and their name will be shown at the picture.



When the name is shown on the screen, the person will get a text message back with the web address of the party. On this website people can create a profile and connect this with the pictures that were taken from them at the party. The profiles can also link to the user’s personal site on Hyves and Facebook. These profiles can also be created in advance of the party.
On the homepage of the party can people search for other guests of the party that they have met, by entering names or picture-numbers. Via the found profiles the new friends can communicate with each other.

The party will also be promoted in advance and on the particular evening. Poster and flyers will be spread through the city so the people will get familiar with the party’s name: Light’s on and they will know that there IS a party.



The people have to be drawn to the Spoorzone area on Lichtjesavond since the event is only at the center. This will be done by light tubes that will hang through the city. These light tubes will pulse towards the party.



On the Markt and surrounded streets will a few people with lighted sandwich boards with the party’s poster on it walk around. This will attract the visitors of Lichtjesavond to go to the party.

Scenario

Check out this SlideShare Presentation:

Senario

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General Concept Flow Chart

Deze Flowchart laat zien hoe de onderlingen faceten van ons uiteindelijke concept met elkaar in verbinding staan.

Face recognition

Apple provides a computerprogram for storing photos calles iPhoto.
This program has a feature where the software automatically recognizes faces and shows all the pictures with the same face all together.
The user can add identities to these faces.





We want to use this for our party.
Pictures will be taken of al the party people and shown on a big screen.
People can sms the unique number of the photo and recieve the photo and the webaddress on their mobile phone.
The photos are also shown on the website, categorized by time and the faces (using the iPhoto technique).
People can identify themselves so other people see who's who.

Inspiration

Like with most things, I get inspired when I'm not really working on the project I need inspiration for. I was sitting at the Central station In Utrecht waiting for a friend when all of a sudden I noticed this Christmas tree.

It was changing colours and everytime it changed, the counter that was shown on a tv screen hanging in the tree added +1 to the tally. It was a very intruiging sight that definatly deserved some attention.

"look now it's blue"

It turned out to be a fundraiser action from WNF to raise some money for their organisation. I sat their for about 30 min and in that time about 20 people interacted with this christmas tree and in doing so raised 20 Euro's. In total there was 2121 euro's raised when I left I can only imagine what it's up to now.

It's a very nice way of interacting with your users because you get a direct (or pretty direct) feedback on your actions. When you send a textmessage you see the tree change its colour and you also recieve a conformation textmessage which also reminds you of the website you can check to see if you won anything.

So all in all a pretty good Cross media interaction which will hopefully find its use in our project.

Merry Christmas!

Cheers Monkey Media

Marketing Plan Monkey Media

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Marketing Plan Monkey Media

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Theme change

As some of you might have noticed we have changed from our original theme "enjoying the Chaos" to "east meets west". This was not without good reason.

After some of our brainstorm seasons prior to the briefing presentation we started to pitch some random ideas and they seemed to fit badly into our theme at the time. However we felt these ideas where a lot more to our liking then the ones we had generated within enjoying the chaos. Therefore we choose to look around and see if another theme would fit our mindset better. We ended up finding the theme "east meets west" and decided this was a lot better.

So after deciding on that we had to throw away most of our previous data and research and build a briefing for our new theme. This resulted in a slim and kind of skimpy presentation but it was a step in the right direction for us as a team. With renewed spirits we are currently working within our new theme. We soon hope to show us some of our brainstorms which will show some of our concepts and Ideas.

Hope this keeps you informent on our current state of affairs. Blog you soon!

Demographic Information

There are a few districts in the Spoorzone of Delft. These are the Binnenstad, Hof van Delft and the neighborhoods Delftzicht, Bedrijventerrein Zuideinde and Bedrijventerrein Voorhof.

Neighborhoods that border directly to the railway are:

- Centrum-West (binnenstad)
- Centrum-Zuidwest (binnenstad)
- Stationsbuurt (binnenstad)
- Ministersbuurt-Oost (hof van delft)
- Olofsbuurt (hof van delft)
- Westerkwartier (hof van delft)

These neighborhoods are separated by the rail viaduct (and later the construction zone) and the Westlandseweg.
But who is living in these neighborhoods? It’s necessary to know who we are designing for.

Conclusion
There are a total of 12205 people affected by the project. Most of them are male, single and in the age of 25-45 years.
We think this is because of the many students in Delft (who are mostly male).

Monkey Media briefing

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Monkey Media briefing

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Briefing

Communication goal

We would like to try and unite the city as a whole using the spoorzone as the vocal point of the project. The fact remains that even though the railway only acted as a visual barrier it still offered some real life boundary. Also we want to prevent the forming of a new separation with the construction of the new station and housing in the former spoorzone.

So to conclude we want to bring the people of both sides of the spoorzone together so the new spoorzone will unite instead of separate them in the future.

Target Group

We have chosen the citizens of Delft as our target group. More particular the people who life in and around the spoorzone. This group is currently split in two due to the railway. They are also going to feel the separation some more during the construction .

- age between 20 -60
- all social layers

Proposition

We will strive to create a feeling of coherency between the now separated parts of the city. Their will be a sense of being real neighbours for the time of the construction. And hopefully this will transfer into the new neighbourhood that will come to be.

Scope

Short term project with the potential for long term use/ existence.


Choice Multiple media

We want to use an already existing event to bring people together. By using such an event, we already have our target group together in the center of Delft.
“Lichtjesavond” attracts a lot of people. By using this event as main media, we could enlarge the event to the construction zone easily. During “lichtjesavond”a lot of light is used. Using light as a media could be a fun en well fitted way of bringing our target group together.



Brand Identity

We would like to have the appearance and brand Identity of companies like Douwe Egberts. They provide a social glue to unite people from different layers in a common interest. They have a very sociable feel to their identity.This is something we would like to achieve with our project.

Target Group?

To try and define a target group we have split the main group of people in and around the area in 3 groups namely: Travellers, Tourists and Citizens of Delft. We have tried to show you what we think these groups represent in the previous posts.

We have looked at the 3 groups and seen that there are several big differences in how they are affected by the project. We have there for chosen the group we think will benefit the most of any project we come up with due to their close interaction with the spoorzone project on a daily bases and in a significant part of their daily life. As you might have guessed already we have chosen the Citizens of Delft as our Target group.

We believe we can help these people make the most of the chaos that is about to take a place in their daily lives. We will not define the group difference for direct and indirect exposure because we want to do something for them both. So it might result in a two part project or a overall project for these to groups.

Hope these posts have been helpful and have shown you what we think are the people in need of some proper cross media interaction design.

Possible Targetgroup 3 : Citizens

With over 96 thousand people Delft is still small in regards to the other Big Cities around it. Still due to it’s city plan the city is small and very congested at places. Delft is a city where even though there are a lot of people living there everything is very close by due to the great density of people. This great off course but if something happen right in the middle of this city a lot of people are going to be affected.

In the city we can identify a small number of groups within the Citizens. We have the people that life right around the spoorzone and are going to be exposed to the construction works directly and we have people that life just outside the zone and make up a group that still is affected by the work but not as directly.

Direct exposure
The people that live on the edge of the zone have a very high chance of having daily problems due to the project taking place in front of their door. There for these people have all ready been well informed by the planning commission and most of the know what is going on. Still even with these people the question remains what is all this good for. Even a well informed person won’t be happy just living in a construction zone for 10 to 15 years.

Indirect exposure
These are the people that are also citizens of Delft but are not in very close vicinity of the construction site. These people don’t have the problems of living on the edge of the construction site with all it’s dust, noise etcetera. But they are still very much affected by it due to it happening in the city the life in. These people are mostly uninformed on the matter because they aren’t the cities prime concern. Off course these people have been informed in a general manner through newspapers and local tv and radio but most of the are blissfully unaware of the scale and impact this project might have on their day to day life.

Possible Targetgroup 2 : Tourists

Delft is widely known around the world for it’s Delfts blauw, Vermeer Paintings and for it’s Churches and squares. These are some of the main tourist attractions in our city. But what will these tourists think of Delft once they get out of the train from The Hague or Amsterdam and see a big construction site?

We suspect that even though this will not make for a nice entrance into the Historical city of Delft it will not affect tourism as much as some people will suspect. Namely because the current state of the station wasn’t that spectacular to begin with. So tourists coming in by train should not be exposed to too much of a hassle in comparison to the current situation.

Also a lot of tourists are arriving in Delft either by car or by Touring Car. These two modes of transportation will probably suffer from some hindrance in reaching their desired destinations. Some of the tourist locations like the old city mill and the Prinsenhof are located on the Phoenix street and will suffer from roadblocks caused by the construction and roadwork’s needed for the project.
But besides that most routes to the center of town will not be greatly hindered by the construction work.

All in all we believe that tourism will not be decreasing due to the project. This is mainly because the length of stays that occur in Delft. Most tourists are only here for a day or maybe two. Minor inconveniences in that day will not be enough to deter the tourists from Delft. Also we believe it might actually bring more tourism in the future due to the changes being made to the spoor zone. It will get back it’s canal feel due to the boulevard on the Phoenix street and the canal on the spoor singel. It will make the transition from the station to the rest of the city center a lot easier on the eye. Which will work in favor of the general atmosphere in the city.