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Redesigning Bugging Denmark

Increasing brand awareness, clientele and partnerships

TL;DR
Project goals
  • Increase clientele
  • Increace brand awareness
  • Find new business partnerships
Project type
  • Marketing campaign
  • Brand redesign
My roles
  • Project managment
  • Audience research
  • Marketing ideation
Final images at the bottom of the page.

Project context

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.

Problem statement

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.

Thought Process

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

Approach

1. Researching target audience and building personas

After defining the general problem, the first step in our process was to define who our target audience was, as well as their thoughts on topics like “cultural habits”, “food habits” and “insects” by building personas.

We ended up with 3 main target audiences, generally referred to as “Kids”, “Sporty people” and “Non-western cultures”.

2. Choosing the right mediums to reach these groups

Not all people pay attention to the same mediums.
This statement was particularly true in our very diverse target audiences.

Along with social media, which was the first obviously chosen platform, we decided to invest a lot of time in offline platforms due to the geographically restricted area we intended to act on. Such offline mediums included posters, outdoors, sound-designed-ads, stickers, pop-up shops, promotional stands, events, and new cricket-based products.

3. Developing a new brand identity and campaign guidelines

With our target audience preferences in mind, we started to develop the general brand and campaign guidelines, while keeping some of the elements already present in the brand.

In a very simple description, our general guidelines consisted of a pale dichromatic palette, using “Campaign” as our main font and an overall “fun and playful” mood.

3. Developing a new brand identity and campaign guidelines

With our target audience preferences in mind, we started to develop the general brand and campaign guidelines, while keeping some of the elements already present in the brand.

In a very simple description, our general guidelines consisted of a pale dichromatic palette, using “Campaign” as our main font and an overall “fun and playful” mood.

Final thoughts and reflections

Even though at the date of writing this case study there hasn’t been enough time to test our campaign, both the client and the juries were pleased by our purpose.

This project was especially enriching in terms of team working knowledge and overall ability to present, listen and argument about different ideas. The team was composed by 7 professionals with different backgrounds from 6 different countries and 2 different continents.

Special thanks to the event organization, the team members and advisors.

Team members
Lena Antonowitsch - Germany
Kevin Joseph Paul - Netherlands
Madison Anne Darcy - Canada
Daisy Rosas - United states
Valentin Schiehan - Germany
José Gonçalves - Portugal
Barbara Vigano - Italy

As always, I’ll be glad to answer any of your questions or give further explanation on any topic.

Drop me a line at hello@josegoncalves.dk or contact me through this page.

More about KEA Charrette 2019

A charrette is an intensive, collaborative process that brings together students, community members, and professionals to develop innovative solutions for complex issues. Over a few short days of brainstorming, discussion, and expert consultation, teams create a broad range of ideas around a central theme.