This project is focused on building innovation within branding, with regards to the business and marketing aspects of Nanyang, a name that has been around since the time of our fathers, and possibly their fathers too, a brand that continues to pass on its legacy from generation to generation, making Nanyang the nostalgic reminder of our teenage years.
Nan-Young is a campaign for Nanyang’s new product and service, which targets its marketing strategies towards former Nanyang users who are still young at heart. The design encompasses the personal tastes and lifestyle of this generation, while staying true to the soul of Nanyang. New features include die-cut covering that users can personalize by creating their own design or with the “splash football”, available at pop up stores with Tae-Son-Lai service (บริการเท่ซ่อนลาย). This campaign will be promoted along with Nanyang x Artist, pairing up the brand with familiar artists such as “Paradox”.
The Mood&Tone Viral Video for Nan-Young Campaign
This project started with gathering information about Nanyang, concerning the brand itself and also in terms of target research. When analyzed, the core value of Nanyang became apparent, that is the brand strives to maintain its unique old school cool look (ความเก๋า) while reminding its users of their youthful years, a cross-generational appeal especially in high school boys. We dove deeper into the insight of these former teens, a rebellious age that makes them look back and think “Well, that was f***** cool” to establish what exactly defined “cool” for them, and summarized our findings from Value Ladder, to be used as a design criteria.
1. Defies the rules. Living outside the box in a creative way.
2. Cool on the inside, ordinary on the outside. A hidden gem
3. Cool that is acknowledged and talked about.
4. Youthfulness
5. Having fun
6. Cheeky and audacious
Another method used is developing a value chain to find the possibilities to deliver Nanyang in the market. The processes were brainstormed and synthesized over and over again to come up with a direction that is relevant to the brand and is beneficial to the business in expanding the target consumer, not limited to just high school students. The idea is based on Nanyang being “More than shoes”, but also a “Memory” and a form of self-expression, “Nanyang for Grownups”, where consumers are still young and punk at heart, built on the basis that former users of Nanyang are older and financially capable. The core theme for this campaign is playing with the idea of reuniting with high school friends for a friendly football match, an activity that is sure to bring back those fond memories.