THE CREATIVE IDEA The idea was drink and snack vending machine. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The campaign was executed through the line and ranged from a TV campaign right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole campaign. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall campaign was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in drink and snack vending machine history. (see Figures 7 and 8) This campaign also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the customer base to ensure they had good images at their disposal for their own games of drink and snack vending machine. (see Figures 9, 10 and 11) The drink and snack vending machine idea was further extended into a real event, player's merchandising, in store, packaging and a website

The topic you choose must be relevant to the content covered in this unit (in particular in the first section, weeks 1-5). This means that you cannot simply study a specific industry sector within the drink and snack vending machine industries, or a specific company / organisation / artist within that sector; rather, you must discuss them with reference to wider drink and snack vending machine industries issues.

So, rather than focussing on a particular company, for example, describe this company’s placement within a wider drink and snack vending machine industries sector; rather than focussing on a particular drink and snack vending machine industries sector, describe that sector’s tendency to cluster around specific local or global hotspots; rather than describing the work of a particular drink and snack vending machine organisation in itself, examine how the nature of this work responds to specific problems facing the drink and snack vending machine industries, etc.

The lectures in the first part of the unit will provide useful pointers here: key questions you might like to examine are how drink and snack vending machine industry sectors respond to the emergence of the new knowledge economy, to questions of globalisation and local placement, to interdisciplinary, hybrid, or convergence-driven drink and snack vending machine industries development opportunities, or to the increasing aestheticisation of everyday life and customisation of media and cultural content.

drink and snack vending machine, big brands, Business. Australia.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

SUMMARY By involving the consumer in the development of drink and snack vending machine and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating drink and snack vending machine proposition. This in turn led to differentiated and highly creative drink and snack vending machine which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.