As part of the Research Methods module, i have decided to take on the competition brief for the Dandy comics.
The intention of this competition is to design a method that will encourage people to download and subscribe to the Dandy’s comic app.
THE BRIEF: On 3rd December this year Dandy is going digital in the form of an app – the content will be much more exciting and interactive with games, voices, sounds etc. It’s your job to decide how we get everyone talking about this and, ultimately, subscribing.
THE MESSAGE: The Dandy comic is a British institution that’s been going for 75 years. In this time the circulation has gone from a peak of 2 million down to a paltry 8,000. The readership is mainly boys aged 7-10, but some girls read it too, as do older children. Also, we need to appeal to parents – many will have a warm glow when they hear the words ‘The Dandy’ and, more importantly, they’re the gatekeepers to the subscriptions.
OUTPUT: The budget for this is not big, so think of something that will punch well above its weight – the format is entirely up to you!
Since this brief is really wide open i had a few ideas on what I could do to make this work. One concept I am considering going forward with is to use is Interactive Advertising.
This advertising strategy I think will work well best in attracting people to the Dandy comics even a simple animation would work send the message since people will download and app thats in a trend.
Adam Gilbert 