To create a website for Victorinox (Swiss Army Knives)
leader in market
trusted
classic
iconic
nostalgic
practical
Swiss
efficient
for 'just incase'
For people who are practical, sensible, like to fix it themsleves, like to deal with the problem there and then and just get on with it. do'ers.
people who go camping, fishing. outdoorsy active peole. adventurers
people would have one just for going camping etc, but some people would carry them around 24/7
do we want to get people to buy them for that trip, or to buy one to carry around 24/7 or people who are on the verge of buying one...
When we went to the website we discovered they aren't actually that expensive (unless you get a ridiculous flash one) and there are so many different kinds.
Victorinox are often passed down through generations or bought as presents...you don't really go out and buy yourself one.
My mum has one from her dad, which she has lost somewhere in the house and used to carry it around everywhere. But she stopped because she didn't want to lose it..how ironic.
They can be quite sentimental and precious.
weird for a knife.
When I asked her if she'd buy another she said
"no, I wouldn't use it."
"did you use it whenyou use to carry it round?"
"yeah all the time"
"so what...what the hell mum?!"
We asked quite a few people and the people who had one said they USED to carry it around.
USED TO. what happened?
"I'd buy people one for a present...I bought John one"
They do make a good present, handy COOL and you can pass it down.
EMOTIONAL SELL - go for the sentimental value it will gain, use what your grandfather used blah blah blah
the story behind the knife what as it used for, what it's used for now, what will it be used for in the future?
how cool is it that your grandad might have used the knife to wittle a peice of wood into a cute thing for his boo, (your grandma) in the war, and to pick the mud out his army boots, and now you use it to cut up your apples at dinner time.
could make really epic stories around the knife?
cut the cord on a baby?
HAHAHAHA
DISRUPTIVE - CHANGE
emotional won't work as well as practical in this case
would t really make you buy one?
it's a practical tool
How do you feel when you use the knife
independant
you can conquer anything
you feel empowered
you have suceeded
good about yourself
make people realise they CAN do it.
they can fix it.
and have PRIDE
or say JUST DO IT
my mum said a guys car had broken down and she was walking past, and he went "oi love, you've not got a screwdriver have yah?"
and she replied "yea I do actually"
...that man is now my dad.
just kidding.
but she said she felt really great, really smug and just GREAT.
what do you use it for?
not just for climbing camping etc
what they are intended for i.e corkscrew for opening wine
what about if we told them the other uses the tools have.
noistrl hair trimmer? shave your legs with the knife? etc
we are very lazy. We wait until things get really bad until we fix them. But if we fixed them straight away the problem would be much smaller
The Swiss are a nation of efficient do-ers
we want that mentality
The names suggest that its only for that activity/type of person
change the names to the ...
letter opener nose picker
People treat them as they are precious, it's a fucking knife.
they are made to be USED.
use it
it's fir everyday. your grandpa used it and was rough with it everyday and it still works
it was made to be USED
The main thing was people didn't think they'd use it or know what to use it for.
so why not MAKE them use the tools
website breaks? fix it with knife
or assemble it?
have to use tool to get to a different page?
isn't just given to you on a plate
work out how to work website - feel accomplished, good about self etc
how do you use yours?
Basically we want people to become DO-ERS.
do/fix things themselves. be pro-active, be more hands on
encourage them - you can do it
be proud when you've done it
use it do it get on with it
swiss mentality
SO we want people to use the knife. see how useful it is. test it out.
We thought we could do something like the cos website...
It's quite hard to explain, it's basically a massive picture that you scroll around. when you click on a catergory at the top it takes you to where they are are this huge picture.
LOOK
We thought we could us this 'big picture' idea but make it into like a patchwork quilt of terrains with objects to fix, open, play with etc on them.
MADETOBEUSED.COM
(would be photography not drawn)
the bar at the top has the differetnt types of knives and never moves.
we re-catergorised the knives into
Classic
Sturdy
cyber
card
limited edition
specialist
you click on knife and it takes you to a terrain on the website you would usually associate with that knife.
Classic - grass terrain
Sturdy - road
cyber - office desk
card - wallet on desk with it in and letter to open
limited edition - dressing table
specialist - boat
each terrain then has somthing there for you to do USE YOUR KNIFE on.
Classic - bottle of beer to open - meant to insinuate drinking whilst camping
Sturdy- bike wheel to tighten screws
cyber - screws to tighten on computer and usb to use
card - wallet
limited edition - hand on desk to pick dirt out of nails
specialist - fish to gut
The knife appears, you press space bar and all the tools pop out
you them select the tool you want to use for the task in hand and USE IT.
EXAMPLE
specialist for example had knives for fishing.
Click specialist. select the fisherman knife.
It would take you to a terrain which looks like the inside of a wooden boat and would have a fish there.
USE the knife to gut the fish.
(Don't worry instructions will pop up on a banner when you first go onto the website)
It's like an online product demonstration. Showing you will use it more than you think and you can use the tools for other things, not just it's primary use.
How do we direct people to this website?
Banners?
you have to USE the knife to reveal what the banner is saying
the cursor turns into a knife when you hover over the banner.
could be a tin can, hover over tin, knife appears with can opener tool out, USE knife ... drag the opener around or click the edges of the banner. once completed banner will pop out.
could do same with envelopes you have to open, boxes to slash etc.
Billboards / Posters
describing the alternative uses for the knives.
swisssssssssssssssssss
do we want clean & bold? USE IT
or nostalgic - generation???
SO NICE
We decided to use a banner because we link them with the feeling of PRIDE
something we want people to feel when they use victorinox
we want it quite block lines though, more strong looking. PRIDE.
we want it to have a very strong identity.
block red white grey colours. clean lines.
do not want to use HELVETICA
classic / modern
more personal hand drawn???
meant to look as if you carved your name into the knife...
personalized it.
use off white background?
?
or make it look very hand made and personal??
we didn't go for any really.
WE DID A TV AD
we shot it on our shelf at home.
CLICK THE LINK
http://www.youtube.com/watch?v=mi0SG-IMjTw
The line
MADETOBEUSED.com
would come up at the end of the advert
CLICK THE LINK
http://www.youtube.com/watch?v=mi0SG-IMjTw
The line
MADETOBEUSED.com
would come up at the end of the advert
it reminds us of pedlars.
people who shop there would probably buy victorinox look cool and kitsch...
We thought the brand needed a strong look/identity and 'voice'
what if we personified the knife?
what you it sound like?
sarcastic? maybe
encouraging?
blunt?
funny.
not patronizing or begging.
we decided a swiss man. slightly german sounding swiss
sharp, eloquent, concise
- like the knife to the point does the job BAM no messin' about
We realised, it sounds like we are selling victorinox to people who already have one and just trying to make them use it more.
FUCK
maybe it would work???
it would be better maybe if we shot it on a shelf in a shop??? not in a house.
