The second half of the development stage of Barry was where we dived deeper into the concept. We begun by getting the various different situations students would encounter a tailored card, so this meant brainstorming what students both male and female spend their money on and where. To conclude this we spend most of our money on food, clothes, alcohol and cigarettes. So I chose different shops or locations where they sold these types of items eg. Ministry of Sound etc and designed the cards in the companies colour schemes.
Once the cards had been designed, this could then be ticked off and answered in response to Barclays feedback of Barry catering to females as well as males, as this was a worry when we pitched it to them. So including copy driven ideas such as Topshop and hanger issues relating to girls, this would touch upon that section of the target audience.
In terms of the animation and the storyboard, we planned to keep the video super simple and short as all we wanted to display was how to set up Barry by three simple steps, whilst including an example of Barry working. We got heavily inspired with the style of video through the apple watch sports application animation. It was clean, fast paced and to the point, just what we wanted to portray Barry as.
The animating of the UI/UX was the most time consuming part of the development as we came up with a strong end sequence a few days prior to the pitch so we did have a couple of late nights chipping away as much as we could. For example we decided it would be a good idea to transition in the animation through the actual phone and morph out a 3D map. This not only looked very good but added a lot of work for us to do in a short space of time.
Part of Brian and Xavis surgery feedback was to consider the promotion side of Barry. The rational part of Barry is done, now it was time to sort out the Irrationale part of the campaign. The part where people manage to find out about the concept. We had thought about making a tv campaign around a physical Barry with a person having their head poked through a big cardboard cutout of a credit card, but this was a bit too irrational at this stage of Barry. We considered that Barclays were wanting to target Urban Based students. So we went down the niche route of utilising the London Tube Network. We did some research on the network, with it having 4.8 million people using the network everyday. Also after a conversation with Brian, he mentioned Dwell time whilst on the tube and viewing in car carriage posters. This was an area we wanted to exploit, the average dwell time being 13 minutes and the average journey being 20 minutes.
The decision was to generate a set of four posters which were the same style, copy driven as the cards are. To then be positioned inside the car carriages on the London Underground. The style of copy and language we wanted to go for was short, snappy and connecting to our target. How did we achieve this? By keeping each poster to two lines, including a thought provoking line of copy as you can see below. Again these were kept very simple and clean, being careful in not overcomplicating things.
With the UI/UX being fully animated, the promotion posters being designed and fitted into custom mock ups, all we had left to do was prepare our pitch deck. This was the stage which saw all of our elements pull together.