CreativityTheArtOfStorytellingLab:
Pitsos Creative Project by M-Ad Girls
This semester Pitsos, the famous electrical devices company, gave us the opportunity to work on a very interesting IOT project. According to the brief we received we had to communicate to Greek and Cypriot, men and women, of age 24–54 years old the message that Pitsos is now installing a new Smart Home System to its devices so that they will be connected the one to the other. We are talking about a big step on behalf of Pitsos since it is a brand well known by its audience for 150 years for its qualitative and easy to use devices. A traditional brand like that now passes to a new era and becomes more technologically advanced so that it fits to the spirit of our time. This fact may frighten its faithful costumers and may send them away if we don’t introduce them properly to the new Smart Home Devices. That’s exactly what we are ordered to do: Prepare a complete and well organized campaign using 3 means of advertising among Tv, Radio, Social media, Print, Outdoor, Digital, Event.
Me and my partner, Φωτεινή Τσώκου, began preparing our project with 3 brainstormings before the Christmas break.
Firstly we thought: What makes Pitsos famous to its audience and why do they trust the company so much? We ended up to the conclusion that there are some values that Pitsos serves and the audience appreciates it. Some of them being: Family, quality, stability in time, tradition, reliability. Pitsos entered our homes a lot of years ago and is still here for us making our lives easier. That’s what they aim to do this time too.
After we combined Pitsos with its brand values we examined our aiming audience and the purpose of our project. We also investigated the official site of the brand (http://www.pitsos.gr/) and old tv advertisements so that we could understand its style better. Going through the old advertisements of Pitsos we came up with our campaign idea.
#PitsosTimeMachine.
We decided to create a Pitsos Time Machine which will transfer us to daily moments of our past lives where Pitsos Home Devices will be starring. We have flashbacks of beautiful memories where at least one Pitsos Device appears. We show to the customer that Pitsos is here since so many years, before anyone else, next to him during some of the best moments of his life. Moving on, travelling to the present (2018) Pitsos is still present to our homes more improved and developed than ever. And the only reason for that is to ease our everyday.
Pitsos has an anthropocentric character, meaning that the brand cares the most about its customers and their facilitation. With our campaign we aim to remind that to the audience and reassure them that the modern Smart Home devices of Pitsos are not as hard to use as they may believe. On the contrary they need to at least try to enter Smart Home Devices to their homes to help themselves.
So, with our #PitsosTimeMachine campaign we make this comparison between the past and the present and we pass the following message: Just like how you trusted Pitsos all these years you can do it again without fear! Pitsos devices withstand through the years and not only that but they also become better without losing their reliability.
Μe and Φωτεινή Τσώκου decided to run our #PitsosTimeMachine campaign using as basic means a tv commercial, prints and an event which we thought would be a good idea to promote through outdoor acts and a radio commercial so that we could try our skills using the rest of the means too.
For our Tv commercial we came up with some then vs now scenarios using as examples the years of 1965, 1970 and 1980 which we found more characteristic. We also created using photoshop some illustrations of how we imagined our tv commercial to look just so we could make our idea more descriptive during our presentation.
1st example
2nd example
3rd example
Another way to produce our tv commercial would be to combine a past Pitsos tv commercial with a present one. For that purpose we created a video in which we used a 1996 pitsos tv commercial for the past and a scenario (produced by me and my friend Manolis) for the present.
Moving on concerning out prints, they would have content from our Tv commercials presenting the comparison between the devices of the past and the devices of the present. Our prints would be displayed on Pitsos social media, newspapers or magazines with relevant content.
Continuing, about our event, we thought it would be a good idea for Pitsos to rent a house and form it on the inside properly so that it serves a time machine theme. The house would stricly have two rooms. The one room would be dedicated to the exposure of old Pitsos devices, presenting them in a chronological order and accompanying them with some history information or fun facts. The second room would be dedicated to the present and the new Pitsos Smart Home devices. In the new room Pitsos experts would be present too to help the visitors try the new Smart Home devices and prove to them it’s not that hard after all.
Pitsos smart home event will be active for a whole week so that people will be able to visit it and try the new Smart Home system. We wanted our event to have an interactive character so that the relationship between the brand and the costumer will strengthen even more. A compertition would also be held during our event. In Pitsos Smart Home the visitors will be able to scan a barcode and transfer to the site of the competition so that they can take part and win the devices that will be presented during the event.
But how would we let people know about our event? That’s where the outdoor acts and the radio advertisement come in. Here is an example of an outdoor act we came up with presenting a poster announcing when and where the event will be taking place. We quote: “Remember the past, meet the future.”
The last mean we use is the radio advertisement and we created a scenario about two children, a little boy and a little girl, being fascinated talking about how their mums could make magic at home without being present. Even from their work place!
Completing our project me and Φωτεινή Τσώκου were surprised to realize that during this semester’s final project we weren’t stressed at all, despite the fact that our team consisted of just the two of us. We shared the tasks very well and we didn’t have problems bringing our idea into life. Since we decided what our content would be we concluded that during the Christmas break I would take up to illustrate the tv commercials and the prints while Φωτεινή Τσώκου would prepare the power point content and the outdoors. After the break we had seven more meetings to make sure the final result would look exactly how we wanted. We had a beautiful collaboration and we combined both of our ideas to produce this outcome. We had faith to our idea and we were proud and excited to present it.
Talking about our presentation, we enjoyed it a lot since our professors had properly prepared us for that moment and even encouraged us not to be anxious. We have to admit we had a great time preparing this project especially since it has been addressed to us by such a great brand as Pitsos. We hope we met the expectations of this demanding assignment.
Team Partners: Joanna Gkouma, Φωτεινή Τσώκου
Our mentors: Eric Parks, Giannis Sorotos
