This project was divided into two parts. Initially, I conducted thorough research and compiled a detailed campaign report for KeepSight, focusing on Australia's diabetes support market. I identified the target audience, developed customer personas, and crafted messaging strategies and campaign objectives.
Following this, the focus shifted to teamwork. Together, we developed the 'Big Idea' that directed our creative efforts. This phase included creating campaign execution examples (such as the advergame), planning media schedules, and managing budgets, ensuring an integrated and impactful campaign delivery.
In the second phase of this project, my team and I developed our Big Idea. In our campaign we wanted to target families who are affected by diabetes related vision loss. The slogan we developed for the campaign is as follows: Don’t lose sight of what’s important:
As an Information Technology and Business Management student, I seek opportunities to transfer and apply knowledge and skills acquired in one degree, to the other. This gives me the opportunity to develop in multiple areas, and adds value to my learning experience. When the opportunity arose to include an advergame as one of the campaign's execution channels, I was excited to take on the task of creating a prototype.
The advergame created for this project, is targeted towards families and more specifically children with diabetes. With demographic data indicating that 30% of children's waking time is spent on screens, the advergame presented itself as a clear channel for this user group.
Using Figma, I created wireframes and low fidelity prototypes of the game. Following this I conducted user tests, which informed the high fidelity prototype screens for the advergame.
Our design strategy embraced KeepSight's established brand colours to ensure visual cohesion and enhance brand recognition throughout the campaign. We introduced a puppy mascot, which I created digitally, to foster positive associations with eye health and medical appointments among children. This not only serves to alleviate anxiety for children but also eases the burden on parents, who are at the centre of the KeepSight campaign. With this playful yet informative game, my team and I hoped to instil lifelong knowledge around the importance of eye health in a fun, durable and interactive way.
Whilst the advergame, and campaign have not been publicly distributed, there are a range of methods we would use to measure the reach and success of the advergame, were it to be made public.
1. Conversion Rates: We would track the rate at which players take the desired action of signing up to the KeepSight program after playing the game. This is a vital step in meeting one of our overall campaign goals: increase the number of sign-ups to the KeepSight program by 15% in 6 months.
2. Download and Installation Rates: Monitoring downloads and installations of the advergame would indicate the reach and interest in the platform.
3. Engagement Metrics: We could also track how long players spend in the game, the frequency of play, and the level of interaction with game features. High engagement levels would signify a popular game and would be beneficial for the overall campaign.
A positive outcome of the project was the pitch presentation. After presenting our campaign to our Professor and class, my team was selected as one of three teams from the course to present our advertising pitch. We presented to the executives at Rumble, a Brisbane based advertising agency, and to marketing executives at Diabetes Australia. This was an exceptional opportunity to showcase our ideas, apply our skills, present our work in a professional context and learn from industry leaders.