The Forestry Commission
The brief required me to create a campaign to raise awareness of the various outdoor activities the Forestry Commission provides. They needed to engage with a younger audience to highlight what a great day out their sites provide, whether it’s with family, your friends or both.
The Forestry Commission wanted to have an interaction with the younger audience not only wanting to use their sites for various activities but to become loyal customers who will in turn become custodians themselves of commissions very precious offer.
For my campaign I decided to focus more on ambient media that I believe would attract more of the consumer range of 16-25 year olds. My approach looked at the activities the forestry commission had to offer such as Cycling, Jeep safari, Segways and Paintballing and applied them to various static environments in locations where the target consumer would be found such as buses, train stations and on the high street.
I decided to apply a more illustrative approach as I thought it would suit the consumer age well and also give a good contrast to the static environment it would be applied to.
As the target market were between 16 and 25 I believed it was very important to create a campaign that would grab their attention quickly and be memorable.
The image of the bike would be applied to the glass and the wall using vinyl.
The aim of the campaign is to make the consumer aware of the activities available at the Forestry Commission.
Each activity that is applied to a specific static environment aims to make people stop and take notice. They are then able to take their own pictures of the campaign and enter a competiton by scanning the barcode.
The graphics also feature the slogan, ‘Dont’t just imagine it, do it’, encouraging the consumer to experience the activities available at the Forestry Commission themselves.
The logo used consists of marks that can be associated with the chosen activity. For instance the logo above consists of tyre marks from the bicycle.
The App/Competition
The app would be very simple to use as the user needs to scan the barcode that then brings up a registration screen. By entering their email address and a password the consumer automatically creates an account.
This account then enables them to upload their own images of the campaign and also view those from others.
Each month the best image uploaded by the user will recieve a free day at their nearest forest to experience an activity of their chioce provided by the Forestry Commission.
By introducing this insentive, it allows the campaign to attract more people and also raises awareness of the Forestry Commission itself.
The key to the app is its simplicity as it is more attractive to the target market because it is quick. Generally 16-25 year olds do not want to participate in things that take a long time.
