Insight
When people procrastinate they will do anything to avoid actually doing what they need to do e.g. random online quizzes.
Problem
Students are easily distracted and will do anything to avoid completing their work/studying. They leave project/work until the last minute or the night before. This results in bad marks and damages their mental health/well-being.
Solution
We are going to create an app that monitors the time that one has to complete a particular task by breaking down the task into realistic chunks. The app will also send motivational messages and give them a count down until the deadline. We will also run a campaign with BOS Ice tea to market the app. The campaign will consist of online quizzes on various websites and a limited edition of cans.
When people procrastinate they will do anything to avoid actually doing what they need to do e.g. random online quizzes.
Problem
Students are easily distracted and will do anything to avoid completing their work/studying. They leave project/work until the last minute or the night before. This results in bad marks and damages their mental health/well-being.
Solution
We are going to create an app that monitors the time that one has to complete a particular task by breaking down the task into realistic chunks. The app will also send motivational messages and give them a count down until the deadline. We will also run a campaign with BOS Ice tea to market the app. The campaign will consist of online quizzes on various websites and a limited edition of cans.
Target Market
Our app is targeting university students between the ages of eighteen and twenty-five, both male and female.
Many of these young students leave their projects until the last minute or the night before, as they believe they work better under pressure. This is often an excuse so they can fill up their time doing other activities.
Many students are surrounded by distractions and often lose focus because of things like Facebook, Instagram, Youtube and series. Students who live in residence halls are distracted by other students and partying. All of this means that studies take a backseat and when the student does begin to work they become overwhelmed and stressed. They try and cram in their work that results in a lack of sleep, proper food and exercise.
As university is a very different system to high school, many students struggle with self-discipline as they are so used to their teaches and parents checking up on them and telling them to do their homework. At university they are just a number and the lecturers do not care if they do their work or not. As a result many students struggle with time management and their newfound freedom means that their work ethic begins to crumble.
We want our app to break the cycle that many of these procrastinating students are in. The app will in a sense be that teacher/parent figure telling them and reminding them to do their work.
Our app is targeting university students between the ages of eighteen and twenty-five, both male and female.
Many of these young students leave their projects until the last minute or the night before, as they believe they work better under pressure. This is often an excuse so they can fill up their time doing other activities.
Many students are surrounded by distractions and often lose focus because of things like Facebook, Instagram, Youtube and series. Students who live in residence halls are distracted by other students and partying. All of this means that studies take a backseat and when the student does begin to work they become overwhelmed and stressed. They try and cram in their work that results in a lack of sleep, proper food and exercise.
As university is a very different system to high school, many students struggle with self-discipline as they are so used to their teaches and parents checking up on them and telling them to do their homework. At university they are just a number and the lecturers do not care if they do their work or not. As a result many students struggle with time management and their newfound freedom means that their work ethic begins to crumble.
We want our app to break the cycle that many of these procrastinating students are in. The app will in a sense be that teacher/parent figure telling them and reminding them to do their work.
Brand Research
Procrastination is something that many students across the board struggle with. We may not be able to help them stop procrastinating completely, but we will able to aid them with breaking their work down and motivating them to complete it in time. We want the app to hold the student’s hand in a sense and provide guidance and motivation in times of distraction and stress.
We chose to create online quizzes that will appear on social media sites. We created this by drawing on the insight that students will do anything to avoid doing their work. The copy and layout of the quiz makes fun of the silly quizzes that appear online. We used this as the main concept of our campaign as students who answer the quiz will be told to stop procrastinating and will be directed to the website and encouraged to download Procrapp.
To link in with the campaign we will also produce a limited edition of ice tea cans that advertise the app. These will be called ‘Fearful Flavours’. The cans will be sold at tuck shops on university campuses and the first 100 people to download the app will win a pack.
Procrastination is something that many students across the board struggle with. We may not be able to help them stop procrastinating completely, but we will able to aid them with breaking their work down and motivating them to complete it in time. We want the app to hold the student’s hand in a sense and provide guidance and motivation in times of distraction and stress.
We chose to create online quizzes that will appear on social media sites. We created this by drawing on the insight that students will do anything to avoid doing their work. The copy and layout of the quiz makes fun of the silly quizzes that appear online. We used this as the main concept of our campaign as students who answer the quiz will be told to stop procrastinating and will be directed to the website and encouraged to download Procrapp.
To link in with the campaign we will also produce a limited edition of ice tea cans that advertise the app. These will be called ‘Fearful Flavours’. The cans will be sold at tuck shops on university campuses and the first 100 people to download the app will win a pack.
We chose BOS Ice tea as the brand to link in/sponsor our app, as they are a fun, colorful and funky brand that target students. Their brand usually appears at music festivals where they provide cocktail stands. They have BOS vans that go to university campuses on plaza days and offer special deals.
We thought the colour scheme of BOS and their notion of engaging, having fun, giving joyful experiences and sharing a sense of life would work well and complement our procrastination app. We want students to live their most productive life and still enjoy the fun aspects of their university life without letting their work suffer.
BOS Ice Tea use 100% organic rooibos as their main ingredient and can provide a healthier alternative to energy drinks like Redbull for students. The company is also proudly South African so it can speak to the students of South Africa and encourage them to help their country and be proud of what they do and produce.
BOS are an environmentally friendly brand and have created an app called BOSify YOUR WOLRD where customers can plant virtual trees, which contribute to real trees being planted through the GreenPop initiative. This aspect of the brand can encourage young people to also help make their world a better place and protect the environment.
We thought the colour scheme of BOS and their notion of engaging, having fun, giving joyful experiences and sharing a sense of life would work well and complement our procrastination app. We want students to live their most productive life and still enjoy the fun aspects of their university life without letting their work suffer.
BOS Ice Tea use 100% organic rooibos as their main ingredient and can provide a healthier alternative to energy drinks like Redbull for students. The company is also proudly South African so it can speak to the students of South Africa and encourage them to help their country and be proud of what they do and produce.
BOS are an environmentally friendly brand and have created an app called BOSify YOUR WOLRD where customers can plant virtual trees, which contribute to real trees being planted through the GreenPop initiative. This aspect of the brand can encourage young people to also help make their world a better place and protect the environment.
