Project #2: Help the ZUNE

CLASS PROJECT: THE ZUNE

PROBLEM: The Apple iPod and other portable MP3 players take up too much of the valuable market share. The ZUNE is a good product but is having a hard time breaking through to the masses, especially GEN Yers.

GOALS+OBJECTIVES:
· Create an overall BRAND position and strategy that will make the ZUNE irresistable to your target demographic. Can your brand prove to be valuable and memorable.
· The sky is the limit. You have no budget. We will celebrate innovation, the cool and the fantastic! Even if you have to
· Remember, you're working for Microsoft! You have lots of money and excellent resources.


REQUIREMENTS:
· Students will work in groups of 2
· List all the advantages/disadvantages
· Consider all other competition

REPOSITION IT (business+philosophy)
RENAME IT (if need be)
NEW VISUAL STRATEGY
NEW CAMPAIGN CONCEPT (touchpoints)


TARGET MARKET:
· GEN Y

FINAL DELIVERABLES:
WEEK 2 - November 6:
IN CLASS:
- Get in your pairs and develop a strategy for the next 4 weeks
- Write down everything you know about this topic or don't know
- Immediately brainstorm 3-6 assumptions/ideas/ways of tackling this problem
- State initial repositioning ideas (HOW?)
HOMEWORK:
- Research and validate your ideas that you generated in class
- Develop another 3 solid ideas
- Where do you think the brand needs to go to be successful in your own mind?


WEEK 3 - November 13:
- Have all your research and development posted on the blog before class (otherwise late)
- Present your assumptions/ideas and all related research (6 in total)
- What do you know right now?
HOMEWORK:
- Where do you think the brand needs to go to be successful in your own mind?
- Refine your ideas/directions
- From your research, develop a brand positioning statement, visual moodboards
- Have multiple campaign ideas (IN SKETCH FORM) generated and ready to present in class

WEEK 4 - November 20:
- Have all your development posted on the blog before class (otherwise late)
- Present BPS, visual moodboards and campaign ideas
HOMEWORK:
- REFINE, REFINE, REFINE

WEEK 5 - November 27:
- PRESENT
- REFINE, REFINE, REFINE, REFINE.

WEEK 6 - December 4:
- Present final Brand Positioning Statement
- Present final Campaign Strategy
- All final content must be posted on the BLOG in a clean, professional manner.
- Ready for Digital Design


GRADING CRITERIA:
1. Successful completion of all required elements (all essential elements have been CLEARLY laid out in the previous section). Failure to complete any of these required elements will result in the loss of marks.
2. The ability and the EFFORT to make proper decisions regarding major issues addressed in class lectures. These issues include; ideation, conceptualization, storyboarding and research
3. Students will also receive marks for their participation in in-class critiques and professionalism when presenting their own project.
4. Students will be graded on how well they can stay on task throughout the duration of their project schedule. Failure to meet any of the class deadlines will result in a loss of marks.
5. Instructor has the right to give separate marks to each student within the pairing based on their individual performance/participation

BREAK DOWN OF MARKS
Successful completion of all element: 15
Participation/Effort in class and brainstorming: 35
The pursuit of Blue Sky Creativity: 30
All aspects of presentation (in-class, blog and speaking): 20