OUGD503 - Responsive [SB1] - Landbay Research

After much research into the subject, I have decided to choose Landbay as my substantial brief for Responsive. I believe that Landbay's brief is very interesting in that it targets an audience close to me, which gives me an upper hand in audience research as I would have easy access to the demographic (friends, flatmates etc.) and I would understand first hand the issues that Landbay is facing trying to connect to their audience. I also believe the campaign Landbay is trying to create would help students with learning about finance and lending in general. 

To begin with, I looked at what Landbay stands for and its' marketing ethos. This is how Landbay describes itself in the brief:

Being a new startup, Landbay has a smaller reach than some of their rivals due to them being in the market for a smaller amount of time, but I believe Landbay has a process that simplifies investment and works well to engage with a younger audience that ingest information in quicker format. Their USP of safety within investing is very effective due to the current economic climate, and damaged trust the younger generation has with lending companies & banks. The creative challenge I believe will be trying to gain the younger generation's trust and to differentiate Landbay from other companies. I believe I can achieve this by using personal advertising techniques to make their audience feel like they're valued and listened to. Perhaps direct audience would be a good method of communication within the campaign.

Below is the creative element presented in the brief:

The fact that there are two target audiences makes this branding difficult, since the age gap between the two audiences can be quite vast. However, I believe primarily appealing to the younger audience will in turn have a domino effect and will persuade the older audience as a result. Another consideration I will need to take into account is the vagueness of the challenge, as a "brand awareness campaign" isn't very specific. On the other hand, this means there is creative freedom within the brief, and I will be able to fully research the limits of marketing towards the younger generation before I decide on a specific process.

I think incorporating both "online" and "offline" methods will yield the best results as there are some individuals with different marketing tastes, some preferring online and vice versa. Keeping the target audience as wide as possible is a big priority as Landbay doesn't intend to cater to a certain demographic, only age group.

It's important that I follow the brand guidelines to keep my work consistent, and it fits with Landbay's other collateral, otherwise my work could look out of place and would affect how people notice Landbay.