TEAM MEMBERS:

·       CURTIS BAINES

·       HANNAH MURPHY

·       JANE JARECKI

·       KAIA DUONG

·       KIERA SCHRUHM

About this project

Do you love mysteries? Are you looking for a way to exercise while having fun? Then we have the answer for you. We want to create a fitness app that will help you to be motivated and reach your fitness goals. Our goal is to take the monotony out of your exercise routine.

Introducing Detective, Go! Detective, Go! Is a fitness app that as you walk or run you’ll be transported through your headphones into the role of a Detective. Through an audio track that plays you will be immersed in the storyline. You will listen to interviews with witnesses, sit in on interrogations and process the crime scene. 

As you walk or run you will earn items, these items can be used as clues to help you solve the mystery. The further you go the more clues will be revealed to you, the more clues you gain the closer you are to the truth. 

You’ll love the customisable options in Detective, Go! As you progress through the app you will gain points that’ll allow you to customise your avatar and detective’s office.

Detective, Go! also tracks your route, distance and calories burned while you run or walk. This to help you keep track of your fitness journey. Detective, Go! will be compatible with android and apple devices.

Here’s where you come in, we need your help in making this app!

EXAMPLES OF CLUES – (created on Canva)

LOADING SCREEN EXAMPLE – (created on Canva)

Stretch goals

Our total pledge goal is $12,000.

When we exceed our goal by 20% which is $14,400, pledgers will unlock bonus levels (different clues, different voice overs, different running/ walking soundtrack) that have greater rewards for the user and provide more encouragement for the user.  

We exceed our goal by 50% those people who have pledged receive virtually $5 to spend within the application, this can be spent on items such as 

• Skins for avatars
• Purchasable clues to complete levels within the game
• Items to customise your ‘base’ (detective office)
• $5 can remove adds for 5 months

When we gain a total followers on our instagram account of 10,000 we will provide an online code to all the people who followed us within the time our project was up on kickstarter for our special edition branded running equipment such as:

• Running socks 
• Wrist bands
• Headbands 
• Branded activewear 

Risks and challenges

When it comes to creating this application, we can ensure that we will be producing the best quality application possible, however, we are aware of the fact that risks are something that could occur at any time, therefore we have taken note of potential risks that may occur throughout the course of the development: 

• If we don’t meet our minimum goals, we will not be able to develop and launch this application.

• Not completing the development of the application by the launch date due to desire for maximum quality and performance – production delays.

• If crowdfunding is not received, then access to resources needed to complete the application may not be available.

• If we fail to raise the funds needed, this may result in loss of interest and confidence of the public.

• Due to this being our first time working with crowdfunding, we are aware that this may mean that there could be unexpected challenges in the future.

• Getting a low number of downloads once the app is launched.

• Unforeseen changes are always a possibility – therefore we will ensure that we keep people who have donated and invested in the loop and updated when changes occur.

Some challenges we may face include:

• Quality taking longer than anticipated

• Glitches in the application 

• Issues with gaining a social media following

• Marketing the product depends on the amount of traction we gain on Kickstarter

• Building interest around the product – extensive marketing is required 

• Delays and setbacks in production 

• Building trust with shareholders – a challenge for all new ventures 

• Users failing to fund the product based on herd mentality – users waiting for other users to fund the project before contributing 

• Managing technical issues in a timely manner because of a small team developing the project 

• The monumental amount of work involved in developing the app and time managing that work so it meets our deadline

Why we need your help

Our backers will play a major role in creating this vision, if not, the most important role within this journey.  Our team has been working really hard to develop this exciting way to approach a healthy, active lifestyle.  Unfortunately, we cannot complete this process alone. 

We truly believe that this app would enrich the lives of many people and therefore we are so passionate about developing this idea further.  We would love for our community to experience this new perspective of ‘how to live a fit life’ in an entertaining, constantly motivating (and not to mention very amusing) fashion. 

Your funding would assist us in aspects such as our sound recording, tracking system and our overall app development.  The more funding we are able to achieve, the better-quality features and functions that our players get to experience. 

If you would like to improve the health and happiness of our community and help encourage your family and friends to take their fitness game to the next level, we would really appreciate your support in this project.

Client: Sparkke

Background

Sparkke Change Beverage Company launched in 2016. It is a female founded and run company that produces 100% natural brews. Alongside their natural brews they aim to make all of their products sustainably as well.

The company aims to raise funds (by donating 10% of each sale) and bring awareness to important issues that are on going in todays society, through their beers, wines and ciders – aiming for their cans to be conversation starters (Sparkke, 2020). From the importance of sexual consent, to gender equality, climate change and many more important social issues. Information regarding all of these issues can be found on their website with PDFs relating to each issue. In terms of a brand archetype, this brand definitely relates to the caregiver/nurturer, as they are definitely “driven by their need to protect and care for others” (Sparkol, 2015).

Two birds brewing are a female owned, Melbourne based brewing company which was actually Australia’s first female owned brewing company, founded in 2011. This competitor company is similar in the fact that it offers similar services in its brewery (located in Collingwood), aiming to be “sessionable and approachable.” (Two birds brewing, 2020).

With the current times that we are in due to COVID-19, especially in Victoria, obviously people are unable to leave there homes. But some people (obviously those 18 years and older) may still want to have fun with their families / partners and have some drinks. With Sparkke, this is made easy. You can order any of their drinks through their website which ships Australia wide!

Objectives

Cognition – this is definitely a major one, Sparkke aims to educate others on important social issues – by highlighting these issues to the audience it inspires them to be a part of the change, to educate others and to purchase more from this brand due to their great beliefs.

Perception – this also playing a major part in Sparkke’s marketing/advertising, their cans have very straight forward sayings printed on them, eg. “climate change is a burning issue” and “hottest sex tip ever?” these drawing in potential buyers by grabbing attention.

Target Audience

“In 2017-18, 78.8% of Australians aged 18 years and over had consumed alcohol in the past year.” (Australian Bureau of Statistics).

The target audience for this would be those aged 18 and over as this is the legal drinking age in Australia.

For a focussed view though, it would be those who are between the ages of 18-30 years old, who also hold the social activist belief system.

SMP

“Sparkke the change”

“It’s beer o’clock somewhere”

“Sparkkes will fly between you and this beer”

“Sparkke some conversation over a beverage”

“Brewed with love”

“Natural beer, natural change”

Substantiation

• “Using alcohol as a medium for promoting equality with relevant social issues has gained attention, both positive and negative. We encourage this debate – when it is considerate and respectful – as our goal is to educate our audiences and ignite a conversation about these social issues.” (Kentish, R. & Allen K. 2020) – as you can see from this quote taken from an interview with postmate.com.au the company cares about all sides of discussion, educating people yet they are willing to listen to the other side

• They have vegan options available so as they stick to their company value of “inclusion” – making their messages more reliable. See info on these options here: http://www.barnivore.com/beer/5961/Sparkke-Change-Beverage-Company

• “Beer is the most appropriate drink for informal, relaxation-oriented occasions.” (Klein, 1991) http://www.sirc.org/publik/drinking6.html

Tone of voice

The advertisement should be highlighting the company values – focussing on social issues along side socialising, so both a slightly serious tone that gets the point across but not too serious – others within the advertisement can be heard enjoying themselves and the conversations that they are having.

Media requirements

30 second YouTube video that can be shared via varying social media platforms.

Mandatories

• Website address
• Company logo
• Socials
• Shots of the cans & their sayings on them

Reference List:

Australian Bureau of Statistics (2018), “4364.0.55.001 – National Health Survey: First Results, 2017-18“, Australian Bureau of Statistics. Retrieved August 29th, 2020 <https://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4364.0.55.001~2017-18~Main%20Features~Alcohol%20consumption~100>

Barnivore (2017), “Sparkke Change Beverage Company has some vegan options” [Online webpage post], Retrieved August 29th, 2020. <http://www.barnivore.com/beer/5961/Sparkke-Change-Beverage-Company>

POSmate (2020), “Sparkking Change: Joining the conversation with Sparkke Change Beverage Company” [Online Article], Retrieved August 29th, 2020. <https://posmate.com.au/sparkking-change-joining-the-conversation-with-sparkke-change-beverage-company/>

Social Issues Research Centre “Social and Cultural Aspects of Drinking” [Online webpage post], Retrieved August 29th, 2020. <http://www.sirc.org/publik/drinking6.html>

Sparkke (2020), Home. [ONLINE], Retrieved August 28th 2020]. <https://www.sparkke.com/sparkke-home-2020>

Sparkol (2015), “The 12 brand archetypes all successful businesses are built on”, [Blog post], United Kingdom, Retrieved August 29th 2020. <https://www.sparkol.com/en/Blog/The-12-brand-archetypes-all-successful-businesses-are-built-on>

Two Birds Brewing (2020), Home [ONLINE], Retrieved August 29th 2020 <https://www.twobirdsbrewing.com.au/>

#ALA102

Today we’re going to take a look at two different advertisements from both Australia and Ireland.

Before we begin, let’s take a look at the 6 dimension model created by Geert Hofstede. The 6 dimensions are – Power distance, Individualism, Masculinity, Uncertainty Avoidance, Long Term Orientation & Indulgence.

Down below is the country comparison of Australia and Ireland, the blue representing Australia’s stats and the purple representing Ireland’s.

Read up on this info here: https://www.hofstede-insights.com/country-comparison/australia,ireland/

We will revisit Hofstede’s theory after taking a look at the following advertisements;

“Theres Nothing Like Australia” – by Tourism Australia

“Fill your Heart with Ireland” – by Tourism Ireland

These two advertisements as you can see are advertising the countries themselves. Whilst both the idea and the duration of these videos are similar, the way in which they are portrayed differs.

“There’s Nothing Like Australia”

This video takes a more musical approach in terms of portraying what Australia is all about, the video begins with two people talking and definitely captures how Australian’s communicate. “Theres nothing like it is there?” “Nup” being the response. From there it breaks out into a catchy tune, definitely being a good way to advertise as it gets the jingle stuck into your head. This advertisement takes more of a “cultural” approach you could say, highlighting how Australians act, what they do and different parts of the country – showing some of the capitals etc.

“Fill your Heart with Ireland”

This video takes a more sentimental approach, looking at a couple take a trip throughout Ireland as they showcase what they get up to and what there is to do in Ireland. This video I personally think takes more of an almost emotional route to inspire people who are not from Ireland to visit.

Country Comparison – Hofstede’s Model

When looking at Hofstede’s comparison of Australia and Ireland, Australia scored a 71 for Indulgence, meaning that “Australia is an Indulgent country” and “exhibit a willingness to realise their impulses and desires with regard to enjoying life and having fun” as well as this they “possess a positive attitude and have a tendency towards optimism. In addition, they place a higher degree of importance on leisure time, act as they please and spend money as they wish.” This is definitely something that can be seen within the video – it can be seen that there are an abundance of different activities being undertaken, from swimming, to riding camels, to flying, to having a barbecue, to a night out with friends and many many more.

Whilst for this area Ireland scored a lower score being 65, “it is clear that Irish culture is one of Indulgence” and they essentially hold the same value for indulgence as Australia does. This can be seen within their video from going to museums, going canoeing, going surfing, getting coffee, going to the pub with friends and more.

Whilst both of these countries also scored rather high for Individualism (Australia being a 90 and Ireland being a 70) I found this rather interesting as a high individualism score according to Hofstede indicates that “people are supposed to look after themselves and their direct family only” however I think that from watching these videos whilst yes in some clips people are with their families and / or significant others, that you can see each of these countries showcase having a friendly people culture. In BOTH videos you can see people having fun with people at the pub:

Whilst there are significant differences between the styles / approaches taken between the two advertisements, there are also many similarities – such as the above scenes of people enjoying a drink at the pub, to people at the beach together being at peace, to simply the cinematography highlighting the beauty of each country – of course things aren’t going to be exactly the same but the countries as seen from statistics aren’t all that different when compared to one another.

REFERENCE LIST

Hofstede Insights n.d., ‘National Culture’, Hofstede Insights, retrieved July 10th 2020, <https://www.hofstede-insights.com/models/national-culture/>.

(RESEARCH ACTIVITY 1 PART 2 #ALA102)

This ad, similar to the one by the NBA again is not selling a product, but rather highlighting an issue.

This advertisement was recently made in light of the Black Lives Matter movement.

Originality Score: 4/5

I have given this this score as there is not much to the ad, as you can see it is just a black screen with white text for the whole of the video. This could be seen by some as not very original due to the lack of creativity, however, the originality comes from changing their infamous slogan of “Just do it.” to “Don’t do it.” Everyone knows the brand slogan, so to change it for the ad gets viewers thinking about why it was changed and what meaning this ad holds. Whilst it is ultimately just a one minute video of a black screen with text on it, I personally think this is what gets the message across – the simplicity and importance of the message, rather than the cinematography.

Flexibility Score: 3/5

The reason I have given this a flexibility score is because I would not say there is a wide range of uses for it, however this is due to the fact that it is focussing on one particular issue, which is a good thing, and it is still in a sense flexible as it can be viewed by people all around the world.

Elaboration Score: 4/5

I would say that this ad is straight to the point, simple text, with simple sayings, yet a lot of detail – there is no need to elaborate on the issue as it is all described – “Don’t accept racism”, “Don’t sit back and be silent” etc. it is quite clear what is being said and what the call to action is.

Synthesis Score: 1/5

In terms of synthesis, this is scored low not because it is a bad advertisement, but because it is a simple one. It is not one that contains visuals or scenarios, however in saying this – it is not one that I believe needs to.

Artistic Value: 4/5

Some may see this as being not very artistic, given the fact that it is one minute of a black screen with white text, however I see this as being what makes it artistic. The simplicity of the ad gets straight to the point of what is trying to be said and the point that is trying to be made. The utilisation of the opposite slogan was a rather creative route to take.

REFERENCE LIST

Reinartz, W & Saffert, P 2013, ‘Creativity in Advertising: When It Works and When It Doesn’t’, Harvard Business Review, June 2013, retrieved July 3rd 2020, <https://hbr.org/2013/05/how-to-assess-an-ads-creativity>.

(RESEARCH ACTIVITY 1 #ALA102)

This video was sourced from: https://www.adsoftheworld.com/media/digital/nba_black_lives_matter_blacklivesmatter

The ad that we are looking at today is an ad by the NBA (National Basketball Association. This particular advertisement is not so much selling something in particular, but it is advertising a movement that needs to be heard. The main thing that you can notice within this video is the phrase “The Truth is…racism is everywhere… silence is not an option… we need to do better” and more.

This message that this ad is getting across is that there needs to be equality, people need to be the change and justice needs to prevail. The man in the video states that people can / should “take the time to vote” and there is also signs shown within the video that urge people to vote. Showing all different scenes from protests that have taken place throughout the United States. Towards the end of this ad, there are multiple small texts saying “We will promote equality” “We will push for change” “Because the truth is BLACK LIVES MATTER” This is highlighting how the NBA stands by the movement and they are trying to utilise their platform in order to spread this message.

The ad itself is quite simplistic, yet dramatic (in a good way) – the use of powerful music and scenes in order to showcase that this is something that is important and where the dramatisation is needed.

The call to action here I believe is quite clear, they did not post this video for people not to listen or not to care, they posted this video in order for people to hear the message and furthermore educate themselves and become an ally, spread awareness, sign petitions, and vote when necessary in order to make change. Obviously the main message here when it comes to voting is towards American’s as this is an American corporation and their elections are coming up in the next few months, however this could also inspire people from other countries to look further into the people who they are electing in their own country and see what they stand for in order to avoid this prejudice.

Overall, I see this as being a powerful ad thats objective is to both inform and persuade the audience. It is showing things that need to be seen, highlighting words that need to be heard, and showcasing actions that need to be followed through with in order to make change within our world and find the much needed equality. This is also something that is helpful to the movement as there have been many companies who have been outed as being racist or not supporting BLM at this time, it is great to see a major corporation supporting the movement.

I would definitely say that this advertisements fits the category of being

• “Attention Grabbing.” ‘Only when the execution of the commercial “grabs” them, whether through pathos, an unexpected laugh, or a sudden “snap”, do people pay attention to or think about advertising (West, Kover & Caruana 2008, p.42)

as the way in which it is presented and the serious topic and the variations of phrases are captivating and make you think.

• “New Associations” ‘[Advertising creativity] may be best described as the forming of a new association of words, images, meanings or events to produce an original communication intended to modify buyer behaviour in some way’ (Ewing, Napoli & West, 2001, p. 161)

through utilisation of the phrases that have the same beginnings but differing endings eg. “The truth is…” making viewers think what is the truth? how do we change these things – linking back to the attention grabbing as well.

REFERENCE LIST

West, D, Kover, A & Caruana, A 2008, ‘Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?’ Journal of Advertising, vol. 37, no. 4, pp. 35–46.

Ewing, M, Napoli, J & West, C 2001, ‘Creative Personalities, Processes, and Agency Philosophies: Implications for Global Advertisers’, Creativity Research Journal, vol. 13, no.2, pp. 161–170.