Final Promotional Campaign - Where to start?

Having received the brief for this project yesterday, it is easy to become overwhelmed and encircled by a number of stresses revolving around the all-important question: ‘where to start?’

In order to tackle this brief in the most logical way possible, I reflected back on the PDP project previously submitted, where I discussed a well-considered idea for my final campaign. Although I am still currently awaiting feedback for this PDP - there was on main issue which I could see in this idea – it was not unique.
By ‘unique’ I mean that the concept have no real USP. Sole Mates was another licensed character brand which did the same as all other licensed brands, except it made its purpose of ‘aiding a child’s development’ more evident through its marketing.

Therefore, I cast this idea aside, before working on a concept which – despite drawing elements from the Sole Mates proposal – had more of a unique function. I considered creating an online service which allows children to bring their imaginary friends to life.

This would be a website which allowed children to choose from a variety of different body forms, shapes, sizes, heights, skin tones, hair/fur colour, eye colour and then consequently write a short biography about the imaginary friend, for example “Frederick is a special friend who helps me out of trouble”, this toy will then be manufactured and the information provided will be put in a branded tag – it is important to note that I do understand that the production of one-off toys is very expensive, and that is why these toys will be made from cheaper material – puppets as opposed to plush stuffed teddies.

It is expected that the parents will be willing to pay money for this toy to be produced, as this will have great sentimental value for the child and the family. Even when the child has outgrown the phase of having an imaginary friend, the toy will become a keepsake item which will be passed down through generations. The item will be a one-off exclusive, which is a large part of its appeal.

I will update the blog again once I have received further into the development of imaginary friends by children.