After making mistakes in the past which have led me to wasting time designing aesthetically pleasing artwork instead of initially focusing on a strong concept behind the work, a lot of time was spent brainstorming ideas which will attract the correct target audience and entice them to want to sign up to Mubi. I wanted to promote the high quality collection of films coupled with communicating why Mubi has a competitive edge which is solves an important and annoying problem across most movie streaming sites. The problem being the oversaturated amount of movie choices of lower quality movies, which causes users to spend more time finding a film than actually watching it, even sometimes settling for a dud.
As this business strategy of having high quality films seemed to be Mubi's USP (Unique Selling Point) I noted that it would be specifically important to portray this to target consumers in order for them to choose to sign up to Mubi, instead of sticking to old competitors such as Netflix/Amazon Prime. The design needed to be effective in visually communicating Mubi as a high quality, prestige streaming site, and separating it completely from its competitors by promoting Mubi's USP.
Therefore, with this in mind I stuck with my old concept of "wasting time", however I adapted it and grew it slightly by adding a hint of quality to the ideas. The new concepts were as follows:
- Out with the old and in with the new
- 1better in, 1 out.
- Don't just Kill time, spend it doing something you enjoy.
- Time is intended to be spent, not wasted.
- Our Unique Collection. Watch it grow, watch it leave.
- Time wasting is money wasting
- Time is what we want the most but also what we waste the most.
- Don't let your time, melt away.
- Mubi. 30 films. 30 days only.
- Scroll, click, quick fix.
- Time is precious, why waste it scrolling.
After thinking upon a few slogans/taglines. I started to develop my ideas by Illustrating some strong and eye-catching visuals to go along with them. I wanted my designs to develop into a strong advertising campaign, which will be placed on billboards in locations seemed suitable.
I decided to use billboards as my form of platform to promote the campaign, as it best suit the type of poster design i was creating as well as they are extremely effective for many reasons. The first reason is that you can't escape it! People spend more time than ever in their vehicles. According to recent studies, on average people spend over 15 hours per week in their cars. Outdoor billboards are in the face of the consumer while they are in their vehicles. They are also cost effective for businesses, outdoor advertising is one of the most cost effective forms of advertising on the market. Most billboards and other sign and banner programs cost less than a penny per thousand that see your ad. Other forms of medium cannot compare to this. They also offer endless design opportunities. There are tons of design possibilities, so much that the possibilities are endless! Not only does outdoor advertising surpass other forms of print or media advertising, it also has a higher return on investment and consistently increases market share. Outdoor advertising continuously encompasses new technology. With the use of digital billboards, the outdoor advertising industry is even more powerful. By going digital, this appeals to our technologically-driven minds. It also helps advertisers stay on top of current trends and incorporating those into daily messages. It offers constant exposure. as it is available to consumers and working for you around the clock, 24/7.Not only does outdoor advertising provide flexibility in design and messaging, and how your ad is to be designed, but it also offers a lot of flexibility in location. The impact it makes is effective based on how big and bold the design is, a style which I like to work with in comparison to being subtle and discrete in communicating a message. Finally, it provides a high frequency. Frequency and repetition are key areas that outdoor advertising provides like no other.
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