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Yasmin - 0325946 - BIMD AUG 2015

Yasmin Kamarudin
0325946
BIMD Sem 4
Experiential Design

Week 1 (27.03.2017)
Today in class Mr. Razif had explained what Experiential Design is which is to enhance user's experiences. He had explained what technologies could be use such as games, VR and AR. When he was giving us examples about what has been integrated through user experience is, such as the directories in malls, first idea thing that came up in my head was art museums. How a person can utilize an application that enhances viewing the art piece. Initially, I thought how movement and motion can really capture one's attention thus my idea was to animate art pieces. Particularly, classic and prominent art pieces such as Starry Night by Victor Van Gogh. I was planning to develop the idea further but it had only see the light of it being written down in my notebook.

Week 2 (03.04.2017)
This was the week Mr. Razif had asked us to propose the initial idea. Since I hadn't brainstorm or develop any more ideas at the time. I had just given the one I thought of last week. The idea was to create an movement and animation of classic art pieces after it is scanned. He had approved of it but he wanted me to develop more on it.

Week 3 (10.04.2017)
Thus, I tried. But, I've realized that it was similar to my Personal Project 1 subject. So, I had put the ideation on pause for this week. Mr. Razif had conducted an exercise this week. It was to create a nasi lemak vending machine. The main goal is to learn about how to design an effective yet functional design for the user to understand without getting confused or dumbfounded by what's in front of them. Following is a picture of what me and my group mate had come up with. 


It is called Nasi Lemak Express, a vending machine that sells the basic nasi lemak without the extra dishes that most stalls have. From the start which is the left side of the machine, money has to be put in which costs RM2, the nasi lemak condiments has to be chosen, after that a confirm button would have to be pressed in order for it to start making the nasi lemak. After that, you move to the right side of the machine, and you can see that the making process is starting. The mechanism of this machine is that the viewer could see the process of making the nasi lemak as what you would see if you go to the stall by the streets. This would make the waiting process feel shorter as there is something for the user to do. The nasi lemak "container" is the triangular shaped paper? that is folded as according to how the stalls would sell it, and it is held by a robotic hand. The visuals of the condiments are of the real condiments that are inside the machine. There will be tubes that make sure that the condiments lay into the container so that it doesn't spill. In the end, the robotic hand will fold the nasi lemak container, and it will be displayed as so on the most right side of the picture, on a cylindrical structure as it will rotate outwards to give to the consumer. A tab such like a straw tab you see in fast food restaurants, the utensils will be given out there.  

Week 4 (17.04.2017)
This week, Mr. Razif had just asked us to consult on the ideas since next week is the submission for the proposal. After the last consultation, I didn't develop the idea of animating the art, since the only art I thought of animating was Starry Night but nothing else had interested me so I started to think of my target audience, which I decided to be kids. Then, I thought of lullabies like twinkle twinkle little stars and animating to it. I listed it all out but I was only interested in animating only that one song. But, I had consulted him anyways and he said that mainly my main appeal would be the animation and so it has to be engaging, appealing and long enough to be sufficient for the viewer. Then, I realized that I would had to incorporate a lot of animation and since it's something that I am not too much of an expert of, I decided to not go in that direction.

So, as I try to distance myself from animation, I had thought maybe I could go into motion graphic animation instead of 2D. So, I tried to do game, but I was still not happy with that thought.

Week 5 (24.04.2017)
It was submission week, I had to submit but I wasn't happy with any of my idea. I looked back and what I had sustained an interest in over the past week and remembered one of my ideas for Personal Project 1 wasn't used which was, poetry in motion. So then, I decided to illustrate poetry but minimally animate the text of the poetry and subtle movements of the visuals in order to aid the user. It is to enhance user's experience in art exhibition.

Link to Proposal HERE

Week 6 (01.05.2017)
This week, Mr. Razif had conducted a self-learning class where we students had to learn the basics of Vuforia and how to use it with Unity. We had to follow any youtube tutorial that we chose and try it out. I had tried it out before that class as per instructed before, and I had done this. 



I actually tried to upload different pictures of the image target, like image traced in Ai and see if it would work, but it didn't so it has to be exactly how it would look like on camera. If I wanted to use the image traced one, I would need to print it out so it would successful. 

4.01.2017 - 19.02.2017 (Week 1 - Week 3)
Yasmin Kamarudin
0325946
Collaboration and Professional Association
Tune Talk Research

Tune Talk's History and Background
Tune Talk is the largest multi virtual network operator (MVNO) which means it is a wireless communication provider that does not own a wireless network infrastructure. Therefore they ride on the network of Celcom in 2008. This also means that Tune Talk has a business model that can make them focus better on their product, customer service and marketing since they do not need to maintain the cost of having a cellular network.

1. Tune Talk's brand position in the market (compared with competitors)
Based on my research, the top 3 brands in the market of Malaysia is Maxis, Digi and Celcom. As of the third quarter of 2016, Digi is now the most numbers of subscribers in Malaysia which stands at 12.24 million whereas Maxis is 12.05 million subscribers (source). Maxis is no longer the one leading the market but it still has the largest network coverage in Malaysia, with Digi not far behind. There isn't much on the progress of Tune Talk as a brand itself, other than it's numbers being in the other's category. As of Q12015, this article stated that Tune Talk could have approximately 1.5 million subscribers which makes them in the 5th in their position amongst Maxis, Digi, Celcom, and U-Mobile. As of July 2016, this article stated that Tune Talk has approximately 1.6 million, which had an increas of 0.1 million in about a year, which still means that it remains the fifth telecommunication brand in Malaysia.

2. Tune Talk's product offerings and market segment
Tune Talk has a data plan, call plan and a traveller plan.

Tune Talk's Data Plan

This data plan offers various days plan and monthly plans stating the internet data plans per month or per day there is.



This data plan is a plan that include an internet data and call plan daily, weekly and monthly.

Talk Plan
 
Tune Buddies plan offers a plan that can only apply for the user's 10 buddies where the amount charged per call, sms, internet data and min call is charged accordingly.


Talk Local lah is similar to the Tune Buddies but it's for numbers that are not using Tune Talk. The amount charged per call, sms, internet data and min call is charged accordingly.


38Sen plan is I believe a daily charged plan on how much a minute and sms costs you only pay 38sen per day. But it could also mean that 38sen/day is just a name.

Traveller Plan

The Traveller Plan is how it is in the visual above. It seems like the free international shipping is the best offer they have amongst the rest. The comparisons are down below.

Tune Talk as a prepaid plan in Malaysia in general offers about the same with its competitors (such as discounts, buy 1 free one and etcetera. Maxis seems to have similar rewards to Tune Talk compared to Digi. Tune Talk seems to offer more rewards that are more relatable to the young adults which I believe are where Tune Talk's market are more segmented to. Their offers include discounts to Laser Tag Entertainment outlet, Enerz Extreme Park and more. These places mostly attracts young adults age between 20-30 years old (which is possibly why our target audience of the traveller plan is the same). In 2014, they had made it clear that their market was towards the younger generation as they partnered with Malaysian Invasion Mixed Martial Arts (MIMMA) which was also to create brand recognition for Tune Talk.  I also believe they are also targeting travellers inside and outside Malaysia since their parent organization company is Tune Group that also owns Air Asia. They had also stated in July 2016, that they are collaborating with Air Asia, to increase their roaming services which is to offer to the future customers of Tune Talk. They were planning to leverage on Air Asia's footprint that had almost 60 million passengers in 2016 which I think is a good tactic to increase their brand's standing and also the status of Tune Group.

In terms of Tune Talk's Traveller Plan, these are the comparisons I made with Tune Talk's competitor's traveller plan.

Tune Talk - RM 40
Number has 75 Days of validity on activation
1GB Internet Data (7 Days)
RM5 Call Airtime

Maxis - RM25
400MB Internet Data (7 Days)
RM5 Call Airtime

Digi - RM25
300MB Internet Data
Unlimited Whatsapp
30 Mins Talktime
30 SMS
10 MMS

U-Mobile - RM15
500MB Internet Data (15 days)
Top up RM1 Free Call (24 Hours)

Celcom - RM18 
1GB Data
36 sens for every 30 seconds call 

The top 2 most well known brands' (Digi and Maxis) offer cheaper prices but with less internet data. After calculating how much 1MB of internet data costs for each company, the cheapest one out of all of them is Tune Talk, even though it seems the most expensive, the travellers are paying for the amount of Internet data the travellers get without topping up unlike the rest.

3. Tune Talk's target market demographics (profiling)

Based on the rewards and promotions that Tune Talk had done previously (as mentioned at question #2) their target market is for young adults in specifically with the Generation Y. Their art style of their posters also proves that their targeted audience is young, fun and exciting. It can be said that their most numbers of users are from Malaysia and the second country would be Indonesia. 

 

4. Tune Talk's past promotional media (including print) or campaign and review each (concept, visual execution and impact)

Digital Print Advertisements
  • Free Data Madness (April 2016)

    This promo offers free internet data as you top up your prepaid. It isn't exactly new but they had increased their rates from before.
  • New Data rates (June 2016) - source

    They are offering a plan to pay only RM18 monthly for 1GB worth of data and RM10 for 500MB. Now currently on their website, they are offering RM8 for 1GB and RM5 for 500MB for monthly (or so I thought). However, on the website to subscribe to the plan, the choice remains RM18 monthly for 1GB, which means the new advertisement below is for current users who needs to top up their data instead of being included in their subscription plan which is a day pass. 
  • Collaboration with other companies

    Tune Talk also promotes their rewards and collaboration with other companies such as restaurants and entertainment places. These three are one of many that offers cheaper prices for Tune Talk users. I've realized that when it comes to rewards they use the same character which is the blue guy wearing sunglasses.

    In general, Tune Talk digital print ads have the same visual execution, which uses a vector based art style in drawing out the characters and other elements in the poster. There are other ads that I chose to not include but there are all generally the same thing (which is data changing plan and days where you can talk longer, for free and etc.) Their concept can be concluded to be fun and colorful. Both these elements are present in the posters I found that were posted in both their active social media such as Facebook and Twitter. Their poster usually don't leave much white space and their logo placement are always cut off in the bottom. The fonts that they usually use are rounded as it complements their brand and corporate identity. I am unsure of how impactful these ads were but by posting in their social media, you can see in the amount of shares and likes it has. On twitter, they don't have much responses, but on Facebook, the shares are not really a sum amount. By reading the comments on the Data plan of 1GB for RM8, users were stating how other teleco companies offer cheaper prices for a day pass such as Hotlink for RM3 for 1GB. These kind of comments should make worry Tune Talk as some were suggesting how they might want to change their prepaid plan to other companies. On the other hand, they also have outdoor advertisements which from what I see aren't as eye-catching as these ones online. (I couldn't find a photo of it).
Video Advertisement
  • Tune Talk Brand New Prepaid (2010)
    When Tune Talk first started out (I believe) they started to create TVC to create a brand awareness of their new mobile prepaid plan. The ad consisted of the plan's USP which are the RM100,000 of PA insurance, free Air Asia E-gift vouchers and super low call rates. Their concept was humor and a bit of breaking the fourth wall (as when the promoter is looking at the camera holding the sim card). The visual execution of the ad is live action and a bit of motion graphics. I don't know how impactful this ad is for the target audience but for me it does get the message out about the existence of Tune Talk's Prepaid Plan.
  • Tune Talk Cultural Ads
    Tune Talk CNY TVC is more of a subtle approach in promoting their brand. Their visual execution is like a short movie that makes the viewers want to see the ending of the conflict. In the end of the video, their tagline is just to celebrate Chinese New Year with Tune Talk. This was done I believe, to increase their brand awareness. Their concept was to use a cultural value of the celebration of Chinese New Year to promote Tune Talk. They had use the theme of family as well as to make it more relatable to their target audience. This ad could only be impactful to the people celebrating it as it relates to them more. 
    Both these following ads uses the same concept as above although with different celebrations for different beliefs and/or races. 


The visual execution is a documentary of what had happened when Tune Talk's Thug Santa wen around, thus creating awareness in the real time of when they actually went around Kuala Lumpur specifically Pavillion KL and whoever saw him would get a gift. I'm not so sure what it is but judging by the amount of people that found him, it is effective and impactful.

This advert's visual execution is something new and different as it uses hashtags. The had showcased the spirit of Hari Raya by singing a Hari Raya song with two bands. This also had used the concept of using artists to endorse in the video. The impact didn't go so well I believe as the comment on the video, didn't expect such a song to be sung.

  • Tune Talk: Do you want more?
    This Tune Talk Ad promotes the rewards that Tune Talk offers to its users. In the video, they mentioned what they could get, which is Free Flight Tickets, Free Concert Tickets and Free Insurance and they ended with a tagline that Tune Talk is more than just a prepaid. The concept of this ad is more or less humor mixed with excitement and thriller. The built up of the scene where the character promotes Tune Talk's offers and also the fact that he had been punched makes it a bit of both of those characteristics. The visual execution of it was a live action in a dim lighted as more to create drama. The impact for me is successful in terms in creating an existence of what Tune Talk can offer and I'm sure it is the same for most people.
  • FREEky Call ( Free Calls from 12AM - 6AM on 17th August 2016, Hungry Ghost Festival) 
  •  
    This was a marketing stunt done by tune talk on 11th of August 2016. They had made it seemed like this person was haunted by a ghost, and was showed through a CCTV screen. Later on 15th of August, they had revealed what actually happened and showed what was happening. The video showed how a relative of the haunted victim was actually calling them with Tune Talk's Freeky call (see video below).

    Personally, I would say it was successful in gaining the attention of the target audience (impact) on Facebook which increase their brand awareness since the video was posted by TuneTalk. The video of the CCTV had over 3.3k likes/reactions and 12.6k shares. However, the video promoting the FREEky Calls has less than 1k likes/reactions and also shares, but this could be due to the only TuneTalk's customers The concept of the video was horror and humor. They also used a cultural value of the celebration of the Hungry Ghost Festival. The visual execution of the FREEky calls advert was a live action video, of third which was paired along with a promotional segment breaking the fourth wall concept integrated in the middle of the video. I admired this part as this scene stood out and made people remember what they're promoting more.




4.01.2017 - 22.02.2017 (Week 1 - Week 7)
Yasmin Kamarudin
0325946
BIMD Sem 3.5
Advertising Principles & Practice
All Project Submission

Submissions
Exercises (link) 
Project 1 (link)


Project 2 (link)


Final Project (link)
1. Facebook Artwork
1200x628 Pixels
Facebook Simulation

2. Billboard Artwork
2834x5669 Pixels


Billboard Simulation




3. Instagram Artwork

1080x1080 Pixels


Instagram Simulation



Reflection


We have finally reached the end of the module and I think it was a really challenging one. Unlike other modules, this course had challenged me mentally in how to come up with an ad that is different from what's out there. Because the ones out there are good, great for some, so it's hard to not let that influence my idea sketches to the point where it's just copying their idea. But, we have to start somewhere, and eventually a new idea will come. This actually reminds me of the quote "Good artists copy, great artists steal"(but I'm not going to get into that). I learned a lot from this module in how to think creatively and how important it is a mindmap, brainstorming, looking for inspirations, talking to people for ideas are. They had helped me tremendously in coming up with my ad campaign. Not only did I learn something that can benefit me as a designer, I also learned about myself, in how to be more organize and managing my time well. 
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ABOUT AUTHOR

Yasmin Kamarudin
a year older on the 19th of May
Taylor's University BIMD
Malaysia

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