Guerrilla Marketing | Alternative Marketing | Branding | UX/UI Design | Augmented Reality - Animation Concept
"Find Your Inner Kiwi"
OBJECTIVE:
Using alternative marketing strategies, design a guerrilla campaign for the fictional music streaming app called "Kiwi," which uses augmented reality (AR) to target the chosen demographic
+ Create the app logo/icon
Kiwi Music
TARGET AUDIENCE:
The young generation of tech savvy, pop-culture, music enthusiasts
(All genders, primarily focusing on people between ages 15 - 25 yrs old)
Fall 2020
Art Director •
Lilian Broyles
Copywriter •
Lilian Broyles
(Pseudo Company)
Kiwi-fied
This guerrilla marketing project aims to foster a memorable brand experience, while creating something playful and interactive with viral social media potential, ultimately encouraging passerby to download the music app.
The term Kiwi can be interpreted in various ways, but normally associated with either the fruit or the New Zealand bird. I decided to structure the app's brand identity based on the bird.
Originally, I was inspired by classic flash mobs. I thought about the influence of social media platforms, such as TikTok and Youtube, where entertaining fan-made videos have the potential to gain viral reach.
Combining music, quirky pop-culture, and ridiculous flash mobs...such a project has the trending/sharable capabilities required for success.
Initially, I imagined the project as organized flash mobs in cities, partnering with well-known music celebrities, where somehow kiwi bird mascot costumes designed to look similar to famous musical artists would be implemented (maybe these artists would actually wear their own kiwi-fied costume).
An AR element would be similar to a Snapchat filter, where people could apply the camera filter to “wear” a kiwi-fied version of their favorite music artists.
However... the idea became too ambitious for the size of the project, so I redesigned this idea for a more scaled down campaign. Instead, I decided to create digital caricature versions of the kiwi-fied singers and feature them on electronic-interactive billboards with stereo capabilities. The designs are based on iconic music videos from each artist.
Guerrilla Marketing
Interactive Electronic Billboard | AR-Animated Inspiration
The images are static, representing the idea but have yet to animate the Kiwi Characters
The real music celebrities the Kiwi Singer avatars are based off of could help promote the music app to their fans, encouraging them to find these interactive boards and share their fun experiences.
Interactive Screen Mockup
Static Examples
People can interact with the Kiwi Singer in real-time. With video technology the person is captured on camera and mirrored on the interactive screen.
The Kiwi may move, dance, or make faces depending on the person's movements (ie. Kiwi Drake would do the "Drake Reaction Meme").
Logo Design
App Design
App UI Design
Operating Screen for Interactive Billboard
Home-Loading Screen
The customization options for the Kiwi Singers can be found on the music app itself
No separate app/webpage needed! Encourages people to download the official app
Users can choose which featured music artist (turned Kiwi Singer) they want to interact with.
The user has a choice of multiple Kiwi Singer designs based on existing iconic outfits of each featured music artist.
Users can choose which of the artist's songs they want to play during the virtual interaction.
(The final customizable option)
Via bluetooth pairing, users can connect to the interactive screens to submit their Kiwi Singer choices.
creative . designer . artist
For inquiries and questions, please contact
"A true artist is not one who is inspired, but one who inspires others."
— Salvador Dali
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