The brief, set by YCN as part of their 2010 Awards was to creatively demonstrate the potential of TATA Communications.I took the brief and produced an outcome which is a fully integrated campaign reflecting the ethos of the company but giving a fresh, new and contemporary feel on their core product - telecommunications.
The outcome is a conceptual brand called TATA Discover. The sub brand allows the user to communicate and network with new people and peers using one mobile application. In reflection to what the brand currently offer this advance in technology allows a more versatile platform for the audience to interact, network and communicate. The pitch is broken down into four core elements shown and described below.
Above: Stage One / The mail out. The mail out acts as a promotional/ advertising tool. As the brand is 'new' the prospective clients will never have heard of the brand so the mail outs primary purpose is to raise brand awarness and act as a communications tool. The mail out is printed on GF Smith 270gsm stock which adds to the quality and expense echoed from the TATA brand. The brand copy 'Making the invisible, visible' reflects the technology and what it offers. In the mail out it is screened in UV gloss creating a visual metaphor of the text being invisible but visible to read. The mainout gives instruction for the user to allow Bluetooth on their mobile device - This forms the initial phase of the viral stage.
Above: Stage Two / The Viral. Having received the mail out and followed instruction to allow Bluetooth on their mobile device the user enters the viral stage of the campaign. The purpose of the viral is to allow the user to interact and communicate with new people something which TATA actively encourage through they core principles as well as gain a 'Golden Ticket' to exclusively view the technology.
For the purpose of the pitch the viral has been put in context using the underground as this is an environment the target audience use and don't exercise communicating and networking with new people - something TATA Discover encourages. The viral is built on human interaction and developed on the notion of making the invisible, visible. The mobile application downloads as shown above and using Augmented reality allows the user to search for their 'Golden Ticket'. On completion of finding all the segments which make up the ticket the user can share and swap elements to ensure the full completion of their ticket. The application is then submitted and if successful the user is sent a ticket. The user can then share the experience on social networking sites. This allows the brand to grow in terms of awareness and exclusivity.
Above: Stage Three / The Technology. Having completed the viral stage of the campaign and gained a 'Golden Ticket' the user is invited to the 'Hub' a state of the art communications hub in the heart of the business district of London. The design of the 'Hub' allows for an exclusive view of the technology. The other main purpose of the 'Hub' is to allow the people inside to meet, network and communicate - something TATA Discover build on achieving.
The technology element of the outcome is a mobile application which allows the user to point their mobile device at somebody or something to discover, connect and communicate. The information displayed is what they have registered with TATA Discover making it private to the extent of the users. The technology allows for seamless and easy communication by allowing both parties to talk, network and connect with each other. The technology also works when pointed at an object, place of interest or building; downloading information straight to the users device.
