KATIE
DOLAN
Louise
Advertising Student
TRIUMPH CAMPAIGN
This brief was set to make people aware of Triumph Advanced Riding School which had to be promoted as part of an integrated brand campaign. It had been specifically designed to help already capable motorcycle riders learn more advanced riding techniques, safety procedures and how to perfect their riding skills. Motorcycle riding is a passion
for many people and often a way of life with many people enjoying riding to escape from daily issues.
Consequently, we wanted our campaign to reflect the fun and enjoyment of riding a motorbike.
The service that we are advertising is all about learning. Therefore, we wanted our
campaign to test the target audiences ability to learn. Thus, as a result we
decided to use illusions to generate some mystery and confusion.
ILLUSION PRINT ADVERTISEMENTS
During the first month of the campaign we would start to release illusion posters and billboards. These would be displayed in busy city centres, at service stations, in local home towns etc. Each poster will display a different type of illusion. We purposely left out the company name to create a sense of mystery. The hash tag #LIFEISGOOD has been included as this allows people to discuss the campaign on Twitter and ask other people what company they think are behind this advertising campaign. We wanted the illusions to relate to Triumph in absolutley no way to throw people off track. When the brand was eventually revealed we wanted it to have shocked people, we wanted them to have had no idea it was adverising a motorbike school.
'HAPPY' PRINT ADVERTISEMENTS
To coincide with the illusion posters we also created some print work that really promotes the idea of ‘enjoyment’ and the fact that ‘LIFE IS GOOD’. Therefore, we made two simplistic posters with images of people smiling excessively. Both posters include a photograph of a male model rather than a female model. We wanted the posters to have good quality imagery
and these were the best images we could find that reflected happiness. If this campaign were to be made official we
would consider making a female version of the poster so that it doesn’t portray a biased view towards the male gender.
10 SECOND VIDEOS
As our campaign doesn’t display the brand name we needed all of the imagery and text to relate across each platform so that the audience knew it was all part of one campaign. Therefore, we created two 10-second videos for the TV platform which incorporated the men used in the posters.
THE BIG REVEAL
Two months after the campaign has been released we aimed to reveal the identity of the brand. To do this we selected approximately five major UK television channels who would all stop and show our ‘big reveal’ commercial at the same time.
The ‘big reveal’ advert includes the illusion imagery, the happy male models and the music from the 10 second TV adverts. We have done this so that the campaign links together.
THE NEW SLOGAN
Our campaign was initially placed across many platforms to try and get our ‘LIFE IS GOOD’ slogan on the market. Once people had been made aware that it was a Triumph campaign we wanted to keep the campaign up and running but with a new slogan ‘LIFE IS GOOD BUT BETTER WITH EXPERIENCE’. However, we wanted to take a different approach. Our aim was to promote the relationship between a person and their bike, relating it back to their earliest memories.
BIKING FORUM
Finally, throughout the entire campaign we aim to promote the use of a Triumph motorbike forum. Here, people will be able to discuss the campaign. They can talk about what they think is good in life. They can talk about their earliest memories on a bike. It gives them a community feel, a place they can go to share their passion with other motorbike riders. It will be originally set up to see what people think about the ‘LIFE IS GOOD’ campaign. The advanced riding school will be officially launched in September 2015.
