CHAMPNEYS - initial ideas

To get the brief rolling, myself and Steph got together and began to get a bunch of ideas and possibilities down on paper. We started by unpicking the brief, and focusing on what what we felt were the most important aspects. The aim of the brief is to attract a younger audience and make them think that health and well being is "cool".

Areas to highlight:

- Do we work with photos or pattern? Text or illustration?

- Research existing competition

- Age range 16-25, how to attract different ends of spectrum (16 year olds can't drive, 25 year olds want different things)

- Push quality but in a way that is still affordable

- Brand values = empowerment, personable, expert knowledge, quality, originality

- Needs to be inviting and relatable 

- What products/sessions are available online in the price range of younger audience? How can these be used to attract audience

- Aim on pre pampering sessions

- Push the fact that they have high street spas

- Push health through fresh and innovative design

- Luxury pampering - positive but young and modern with major benefits

- World play that attracts a younger audience to make it relatable

- Don't want to sound too corporate or pushy

- Packaging of spa products which are coming soon to the site

- Possibility of a sub brand

- Competitions, gift cards, loyalty scheme, ways to interacting to attract a younger age range

- Incentives

- Informative, educational

- Push health benefits in a way that is fun and interactive - how can products like face creams etc actually create health benefits? Things that younger audience actually use

We decided that we wanted to create a campaign that would really sell the Champneys brand and it's health benefits through the use of a new spa product collection, alongside digital and print based material. The digital aspect would be made up of an app, as well as an online presence, where the customer can go to book sessions, appointments and find out what particular benefits they can gain from this. For example, if the customer was to choose to have a facial, an image of the face would be used to pin point the health benefits behind this in a fun and relaxed manner. The app would also link to the use of gift and loyalty cards, where the customer could log on and interact with the spa digitally. Gift cards are great incentives for a younger audience to visit, as they may not have the money to purchase the products/sessions themselves. There will also be ways of gaining money off and special deals so that individuals can visit with others instilling confidence and a fun factor - these deals could be included within the purchase of a product for example. As well as this, mail outs are a great way of targeting a younger audience, specifically those who attend uni. In order to catch their eye, vivid colour and pattern will be used, as well as discounts. 

Interactive:

- App

- Educating and informing section

- Specific benefits of treatments and sessions offered

- Touch screen on certain aspects of face for facial app

- Swipe/rub areas to find out what each thing does

- Online presence

- New section on Champneys website

- Products coming soon...

Promotional:

- Mail outs

- Application

- Health benefit leaflets to be included in packaging

- Vouchers

- Loyalty cards

- Gift cards

- Labels

Products:

- Exfoliator

- Cleanser

- Moisturiser

- Face mask

- Soap bar range

- Bubble bath

- Shower gel

- Shaving foam