Hey guys,
Here's a rough computer comp for Oasis of the Seas. The idea was communicating services provided by Oasis, but in the middle of the ocean. Below are some marker comps (sorry for the blurry image, my scanner broke so I used my webcam to take a pic of the sketches). Please let me know what you think.
Thanks!
Steph
1) Billboard placed behind flat escalators at the airport that display the zipline from the ship. As the consumer gets on the escalator, the billboard creates an experience as if they're on the zipline on the ship because the floor of the escalator would be painted as if they are above the Boardwalk or Ocean. Headline: Zipline (across the Boardwalk), in the middle of the Atlantic Ocean. Not sure if i need to put "across the Boardwalk."2) "Free tickets" for a showing of "Hairspray" passed out. Bottom of ticket says, "Now showing at the Opal Theatre, located in the middle of the Atlantic Ocean." (Oasis actually does have performances of "Hairspray" on the ship.)
3) Side of bus displaying "Hairspray" the musical and the bottom says, "Now playing at the Opal Theatre, located in the middle of the Atlantic Ocean."
4) Warning sign posted at beaches. Headline reads, "Surf at your own risk in the middle of the ocean."
CTA for all of these would be the Oasis website, or a microsite.
Some headlines I have that can be posted outdoors:
- Take your kids for a ride on our carousel, in the middle of the Atlantic.
- 254 Central-Park view balconies, in the middle of the Atlantic.
- Surfing competition on deck 16.
Posts
The tear out poster is still the strongest, although the art direction is not there yet. The clean and normal look is not working. Go all out on the art direction. It might help you sell the concept more.
ReplyDeleteIdea 1 & 2 are cool. But it feels like it's not part of your tear out poster. Yes, you're offering the amenities offered on the ship but the execution is totally different from your original. Didn't we suggest going in the route of Craigslist and any other form of selling items? That route has a more stronger idea. The craigslist ad can be an all copy ad that will direct them to a microsite.
One execution can be a microsite. Here, you can art direct it in a way where it feels like it's ebay with a royal caribbean twist look and feel. Also don't get stuck on the word 'Atlantic'. Sure, it passes the Atlantic, but it's not punchy enough. It's like 'who cares if it is the Atlantic'.
Hope this helps.
Thanks!
ReplyDeleteMore feedback:
ReplyDeleteThink about how you'd connect with people if you were getting rid of a couch. You're selling the couch with flyers, on craigslist, garage sale posters, putting it out on the sidewalk -- who knows. This is how you should be thinking about Oasis. That is what the flyer is communicating and what the other executions are missing. It's essentially the same loft you'd have on land, but out in the ocean cruising the globe. Focus on grassroots ways that people communicate. Think social networking. All you need to do is communicate your idea as effectively as you have in the flyer, and this could spawn mass word of mouth.
Keep going. More ideas. Way more. Bring as many as you can. 50? 100? More?
You can do it.