The gaming concept will be paired with viral videos advertising your need for water. Viral videos will be posted on YouTube to bring attention to the Voss brand. This will reach a broader target audience and show them that Voss water is youthful, fun and exciting. The video game will roll out after the launch of the videos.
As mentioned before, there will be a character dying of thirst and looking for VOSS water to keep him alive. Sorta like a SIMS game. The drink of water would increase the players energy levels, help his body fight colds and infections, help increase his mental and physical performance, improve his concentration and reaction time, allow for proper digestion and help the body flush out harmful toxins, help his body stay cool, and keep his skin healthy and youthful. Lack of water or water from a different source (like Spring Water, Purified Water, Mineral Water, Naturally Sparkling Water, or Well Water) will decease all of the above mentioned and may cause death of the character. Some of the types of water will be competitors such as Dasani, Aquafina, etc.
The video game will be launched on a separate Voss interactive website with a community of followers: www.vosslife.com. All of the original "Death by Thirst" flash videos will be on the site as well as the game and open forums for discussions to initiate.
Wednesday, September 9, 2009
Big Bang Hite: Kill the Thirst Game
This may be a good one if it will open. This game is more of a lifestyle game. This game is more like the concept I have for Voss.
http://community.livejournal.com/yg_bigbang/1056716.html
Other launches to tie in video game
We would also launch videos on YouTube that demonstrate how hectic life could be without water. See example-The Water Cooler:
http://www.funflashgames.com/The-Water-Cooler.html
Dig Out game
Here is another game. This one is about a thirsty kid who shoveling snow from neighbors driveways.
http://www.flash-game.net/game/71/dig-out.html
Game Simulation
Play The Great Escape on Flash-Game.net
The game is much like this but with Voss Water in place of all the calcium supplements. And of course other water sources would make the players life dwindle, eventually leading to death.
Source:
The Great Escape on Flash-Game.net
Thursday, September 3, 2009
Creative Brief
We are advertising to show younger consumers that Voss artesian water is fun and active and not as snobby as previously thought
We are talking to men and women between the ages of 18-29
They currently think that Voss artesian water a over glamorized water brand carried in the hands of many elites, snobs, celebrities and socialites who want to show-off
We would like them to think that a sip of Voss is like drinking fresh air
The most persuasive idea we can convey is that Voss artesian water is the freshest and purest water and it's consumption is essential to healthy living.
The feel is easy, on-the-go, beneficial, healthy, live long
The expression is exciting, fun, youthful
We are talking to men and women between the ages of 18-29
They currently think that Voss artesian water a over glamorized water brand carried in the hands of many elites, snobs, celebrities and socialites who want to show-off
We would like them to think that a sip of Voss is like drinking fresh air
The most persuasive idea we can convey is that Voss artesian water is the freshest and purest water and it's consumption is essential to healthy living.
The feel is easy, on-the-go, beneficial, healthy, live long
The expression is exciting, fun, youthful
Marketing Strategy
Because our product is existing the Marketing Strategy is Market Development. We are introducing Voss water to a new younger market. A nationwide launch of our gaming campaign will be introduced Spring 2010.
Wednesday, August 26, 2009
Death by thirst
Okay..so I think I'm on to something. Voss Artesian Water is collected from a confined underground aquifer - a water-bearing, impermeable layer of rock, sand or ice. The water is protected by these layers and never comes in contact with air or other pollutants.
My 1st idea is to have someone licking the side of a mountain. People will be driving by looking like what are these people doing?
Someone finally stops their car and inquires what they are doing and the licker says "only the purest water comes from these rocks!" This could be a viral video on an interactive site for a community of voss drinkers.
We could even have a video game where you have you have the same character dying of thirst and looking for VOSS water to keep him alive. Sorta like a SIMS game. The drink of water would increase the players energy levels, help his body fight cold and infections, help increase his mental and physical performance, improve his concentration and reaction time, allow for proper digestion and help the body flush out harmful toxins, help his body stay cool, and keep his skin healthy and youthful. Lack of water or water from a different source (like Spring Water, Purified Water, Mineral Water, Naturally Sparkling Water, or Well Water) will decease all of the above mentioned and may cause death of the character. Some of the types of water could even be other competitors such as Dasani, Aquafina, etc.
Apps could even be created from this game for cell phone users to download.
My 1st idea is to have someone licking the side of a mountain. People will be driving by looking like what are these people doing?
Someone finally stops their car and inquires what they are doing and the licker says "only the purest water comes from these rocks!" This could be a viral video on an interactive site for a community of voss drinkers.
We could even have a video game where you have you have the same character dying of thirst and looking for VOSS water to keep him alive. Sorta like a SIMS game. The drink of water would increase the players energy levels, help his body fight cold and infections, help increase his mental and physical performance, improve his concentration and reaction time, allow for proper digestion and help the body flush out harmful toxins, help his body stay cool, and keep his skin healthy and youthful. Lack of water or water from a different source (like Spring Water, Purified Water, Mineral Water, Naturally Sparkling Water, or Well Water) will decease all of the above mentioned and may cause death of the character. Some of the types of water could even be other competitors such as Dasani, Aquafina, etc.
Apps could even be created from this game for cell phone users to download.
Wednesday, August 19, 2009
Luxury in a bottle…
With a classic cylindrical bottle, Voss artesian water from Norway is the latest must-have for thirsty diners and revellers at the UK's top restaurants, bars and hotels.
“A sip of Voss is like drinking fresh air,” the company claims, and consumers across the UK are loving it. And what great times it is for bottled water these days – according to statistics, sales of bottled water on the British Isles increased by nearly 50% between 2000 and 2004. Last year it rose another 5.3% to 2,170 million litres – that is nearly £1,600 million in retail sales. Over half of adults in the UK are drinking bottled water and sales are forecasted to rise at an annual rate of 6-8% to almost 3,000 million litres by 2010. The outlook for Norwegian artesian water is promising.
So what’s artesian water? Well, it’s water collected from a confined, underground aquifer - a water-bearing, impermeable layer of rock, sand or ice. When tapped into, the aquifer is pressurised enough to mallow water to rise up naturally through the ground without the use of mechanical pumps. Because the water is protected by this impermeable layer, it does not come into contact with the air or other pollutants. Voss artesian water comes from an aquifer in the pristine nature in southern Norway, protected from pollutants by layers of rock and ice, claimed to be producing pure water unlike any other. The water boasts a low mineral content and is free of sodium, and it's recognised as one of the purest bottles of water available with minimal TDS (total dissolved solids).
Looking good…
Voss is as much about its packaging as what's inside. Its cylindrical bottle, resembling that of a perfume bottle, has become an instantly recognisable trademark. The idea for the whole concept took shape when Christopher Harlem, who founded Voss with childhood friend Ole Christian Sandberg, was studying in San Francisco. He noticed that many of his fellow students were carrying water bottles as much for show-off as to obey their thirst. Together with Sandberg, he saw an opportunity to introduce pure Norwegian water onto the market and after extensive research they decided to 'provide only the highest quality water - to the highest quality accounts - in the highest quality package.' After a struggle to get the attention of creative design agencies in both Norway and in New York, they finally triggered interest from Neil Kraft, former creative director to Calvin Klein. Kraft and his team presented the Norwegians with numerous bottle designs before agreeing on cylindrical shape. The design was inspired by both the purity of the untouched source and by fragrance experts who define brands by developing brand personality through a unique bottle and overall packaging. Kraft said of the process: "We utilise the depth of our experience in understanding how to create a personality that differentiates itself though the entire experience and reflects the true essence of the brand."
Voss water launched in April 2000 after a period spent finding a manufacturer that could produce this particular type of bottle. The product slowly became a must-have at exclusive bars, clubs, hotels and restaurants across the world. Today, the two founders have gone separate ways, but are still close friends – it's Sandberg who runs the Voss brand whilst Harlem is in charge of his family business in Norway. Six years after its launch, the Voss adventure is still flowing into new markets, possibly due to what Kraft says is "a new way to think about water. Beyond refreshing...to beautiful."
Source:
http://www.norway.org.uk/business/news
“A sip of Voss is like drinking fresh air,” the company claims, and consumers across the UK are loving it. And what great times it is for bottled water these days – according to statistics, sales of bottled water on the British Isles increased by nearly 50% between 2000 and 2004. Last year it rose another 5.3% to 2,170 million litres – that is nearly £1,600 million in retail sales. Over half of adults in the UK are drinking bottled water and sales are forecasted to rise at an annual rate of 6-8% to almost 3,000 million litres by 2010. The outlook for Norwegian artesian water is promising.
So what’s artesian water? Well, it’s water collected from a confined, underground aquifer - a water-bearing, impermeable layer of rock, sand or ice. When tapped into, the aquifer is pressurised enough to mallow water to rise up naturally through the ground without the use of mechanical pumps. Because the water is protected by this impermeable layer, it does not come into contact with the air or other pollutants. Voss artesian water comes from an aquifer in the pristine nature in southern Norway, protected from pollutants by layers of rock and ice, claimed to be producing pure water unlike any other. The water boasts a low mineral content and is free of sodium, and it's recognised as one of the purest bottles of water available with minimal TDS (total dissolved solids).
Looking good…
Voss is as much about its packaging as what's inside. Its cylindrical bottle, resembling that of a perfume bottle, has become an instantly recognisable trademark. The idea for the whole concept took shape when Christopher Harlem, who founded Voss with childhood friend Ole Christian Sandberg, was studying in San Francisco. He noticed that many of his fellow students were carrying water bottles as much for show-off as to obey their thirst. Together with Sandberg, he saw an opportunity to introduce pure Norwegian water onto the market and after extensive research they decided to 'provide only the highest quality water - to the highest quality accounts - in the highest quality package.' After a struggle to get the attention of creative design agencies in both Norway and in New York, they finally triggered interest from Neil Kraft, former creative director to Calvin Klein. Kraft and his team presented the Norwegians with numerous bottle designs before agreeing on cylindrical shape. The design was inspired by both the purity of the untouched source and by fragrance experts who define brands by developing brand personality through a unique bottle and overall packaging. Kraft said of the process: "We utilise the depth of our experience in understanding how to create a personality that differentiates itself though the entire experience and reflects the true essence of the brand."
Voss water launched in April 2000 after a period spent finding a manufacturer that could produce this particular type of bottle. The product slowly became a must-have at exclusive bars, clubs, hotels and restaurants across the world. Today, the two founders have gone separate ways, but are still close friends – it's Sandberg who runs the Voss brand whilst Harlem is in charge of his family business in Norway. Six years after its launch, the Voss adventure is still flowing into new markets, possibly due to what Kraft says is "a new way to think about water. Beyond refreshing...to beautiful."
Source:
http://www.norway.org.uk/business/news
Wednesday, August 12, 2009
fake a publicity stunt?
voss is a over glamorized water brand associated with by many elites and snobs who are begging for their spot in the lime light. i don't think voss needs to introduce their brand to new loyalists. their not necessarily trying to raise awareness. so let's focus on continuity. what if voss faked a publicity stunt much like their high empowered drinkers do everyday on social media forums? How awesome could that be? maybe we can have pickers marching with signs that rave about how great voss tastes. that just might be interesting...
just a thought
perhaps i am a bit tired
lar..what do you propose?
-cf
just a thought
perhaps i am a bit tired
lar..what do you propose?
-cf
Wednesday, August 5, 2009
Wednesday, July 29, 2009
people of earth...
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
These markets are conversations.
So what do we do? The marketing plan for Voss is to join the conversation. Voss has already begun to listen by improving their Internal Carbon Reductions.
According to vosswater.com, “The first step in our journey to become CARBON NEUTRAL was to take a comprehensive look at our carbon footprint. While many companies look at only the impact of their operations, we wanted to understand the full scope of Voss’ impact on the Earth. We took into account every single detail of our product lifecycle, from raw materials to ultimate disposal, and offset the full footprint.
After completing the product lifecycle analysis, we were able to take a deep look at the ways in which we can internally reduce our carbon emissions. With this information, we have taken additional measures to ensure a sustainable, Earth-conscious product lifecycle.
In order to offset our full carbon footprint, Voss has invested in two high-quality carbon offset projects in the US and China, making us a CARBON NEUTRAL company. These projects provide authentic, permanent and third-party verified emissions reductions, and Voss has committed to purchasing 30,000 tonnes of carbon offsets from these projects to account for our full footprint."
http://www.cluetrain.com/
www.vosswater.com
These markets are conversations.
So what do we do? The marketing plan for Voss is to join the conversation. Voss has already begun to listen by improving their Internal Carbon Reductions.
According to vosswater.com, “The first step in our journey to become CARBON NEUTRAL was to take a comprehensive look at our carbon footprint. While many companies look at only the impact of their operations, we wanted to understand the full scope of Voss’ impact on the Earth. We took into account every single detail of our product lifecycle, from raw materials to ultimate disposal, and offset the full footprint.
After completing the product lifecycle analysis, we were able to take a deep look at the ways in which we can internally reduce our carbon emissions. With this information, we have taken additional measures to ensure a sustainable, Earth-conscious product lifecycle.
In order to offset our full carbon footprint, Voss has invested in two high-quality carbon offset projects in the US and China, making us a CARBON NEUTRAL company. These projects provide authentic, permanent and third-party verified emissions reductions, and Voss has committed to purchasing 30,000 tonnes of carbon offsets from these projects to account for our full footprint."
http://www.cluetrain.com/
www.vosswater.com
Thursday, July 23, 2009
Tuesday, July 21, 2009
Subscribe to:
Comments (Atom)
