Increasing brand awareness, clientele and partnerships
This project was developed during the one-week long
international design challenge “KEA Charrette
2019”. This challenged focused on the concepts of “circular design”, “sustainability” and “unlikely partnerships”.
The 100 participants from 13 different countries were arranged in teams of 7 or 8 participants.
My role in this project was divided between project management, target audience research, and marketing ideation.
This particular project won the “Best Concept” award chosen by the jury.
“Bugging Denmark”, a cricket farm in Copenhagen
needs to increase its clientele, brand awareness
in the city and find new business partnerships.
To achieve our goals, the team (names at the end of page) developed a diverse multichannel guerrilla marketing campaign focused on 3 different target audiences, as well as a future concept for the client’s business.
This was a particularly challenging task because our client produces crickets for human consumption, which is a cultural habit still seen as disgusting in our target region, Copenhagen.
As previously explained, our main obstacle in
achieving the campaign goals was the
disgust associated with the act of eating
crickets (and insects in general).
After identifying and studying this obstacle, the team thought about ways to eliminate the disgust and slowly introduce edible crickets into the culture of Copenhageners.
To do this we decided to take various approaches:
1. Start by targeting people who already think that insects are not disgusting
2. Turn “the cricket” into a funny and lovable character
3. Connect the cricket to the cultural icons of Copenhagen