Journey of Enlightenment : Who is ALIEN?

Alien Advertising Agency

What is Alien?

The Alien advertising agency aims to infiltrate and invade the minds of our audience. We are fascinated by consumer behaviour and the way people behave to brand exposure. In addition, we are aware that people and markets are not static. They are constantly growing and changing. So to understand this, we have taken a behavioural approach to understand our potential consumers and create work which engages and infiltrates people routine in there everyday life, using a subversive and un-invasive approach to ambient advertising, we can subtly adapt to society. Alien represents a higher being and wants to introduce a new way of thinking to the public, conveying witty and unconventional messages; Without the need to glorify radical, aggressive and rebellious forms of advertising, we believe to be unnecessary, unoriginal and intrusive to the public. We pride ourselves on the simplification of our messages and generated suspense from the public, whilst attempting to decode our double meanings. We believe in keeping things simple and not distracting our audience from the main message we are trying to put across. We aim to massage the human ego by creating the right emotional and rational response from our audience.

The Metaphor-based advertising research:

We will ensure we are kept up-to-date with consumer thought processes by using traditional quantitative and qualitative research techniques, expected to enhance our ability to collect timely, valid and reliable consumer data. However, despite the significant challenges still exist when understanding consumer’s thoughts, feelings and behaviour. In order to produce a versatile and memorable ambient message, we will use Metaphor-based advertising research using the Zaltman Metaphor Elicitation (ZMET) design, an elaborate technique to discover individual’s feelings about a certain concept or issue, by producing a picture of their mental associations. The ZMET is designed to surface the mental models that drive consumer thinking using various methodologies to access the consumers rational and emotional thought processes. We will use Verbo-centric techniques, such as: Focus groups, In-depth individual Interviews, Filmography and Photography.

6.5 Second rule

The '6.5 seconds that matter', which is the time most consumers will give a communication before they lose interest in today's mass multi channel brand bombardment. We will engage the consumer and tell them something that matters specifically to them in the short time they are willing to give.

External Research:

From our study we have discovered that:

· The human mind likes to live in self-deceit and believes it is better than what it really is.
· Human beings are vain; they want to be reinforced flattered and made to feel important.
· Humans Like things being straightforward, clear ,distinct and straight to the point
· Humans Like to have a sense of what is good and what is bad, and likes to do what is seen by others to be the right thing to do.
· Humans Like to see what they believe in as the best and only way and other opinions are wrong.
· People who have a high status symbol, for example, easily impress humans: the rich, famous, older people, successful people, celebrities etc.
· The human mind doesn’t like threats and wants to destroy them in order to feel safe, dominant and in control.

We will appeal to the mass-markets by using these principles:

Techniques we will use to advertise

· Emotional appeal (to the inner good in people)
· Slippery Slope appeal
· Appeal to an authority figure or important figure
· Using facts and statistics
· Playing with words and images
· Subversive Advertising- we aim to use this as our main advertising technique however incorporating the rest of our principles into it.