Back up my research result

I found interesting website, which is dance club in London.
The target audience is the same as current clubbing people.
By dancing, people will generate electricity. The toilet water is from rain and so on.
The owner, Dr. Earth is planning to open "The club4climate island" in 2010.
Based on research at the airport, many young people showed interest for environmentally friendly activities.
So far, I don't see many eco-friendly activities for young people, but I am sure that the market is potential.



http://www.club4climate.com

Tutorial with Jackie Perkins

I was talking about research result and what I am going to do after this.
Based on research result, I set up target audiences, who are young people (18 to 30) and
travel lovers.
This is because from the result, many young people were much more interested in sustainable activities, do nothing.
Through the campaign, it is possible to educate them and succeed in the campaign.

Also from the result, I discovered the best graphic design for campaign.
I will create advertising, brand identity and website with two perspective: evolution and revolution.
Evolution is that KLM keep dutch crown image and add environmentally friendly image on that.
Revolution is that KLM excludes crown image as Airfrance and KLM were merged and still using the same image.
Also, it is time to change traditional royal image to the new image. Showing only strong image is old fashion now.
They need to show how they are trying to change environment better.

I am going to start making positioning map with competitors (It is not a general competitor's analysis, but
it is the analysis based on environmentally friendly activities.
I also make sketches for design.
Hopefully I will finish all design before holidays.

During the holidays, I will start writing literature review.

KLM competitor's information

Competitor's brand identities:












Positioning map:



SWOT analysis:



Colour wheel:

KLM slogan

KLM Royal Dutch Airlines
Advertising slogan: KLM. The Reliable Airline

What does reliable mean? Perhaps I can say reliable sustainability

KLM brand identity

Old brand identity:



Current brand identity:


What is the next?
Environmentally friendly brand identity!

Research result

Based on survey, I created raw data and single tabulations on Excel sheet and graphs.
The result was:
-Aged between 20 and 29 showed the most interest for my research: They are very positive for answering questions, interested in my project and green issues by airline companies.

-76% people do not know any about airline company's sustainable activities and 84% people do not know about algae-based fuel.

-Therefore, 68% people said it is uncertain that algae-based fuel is good for using because they do not have information about it.

-75% people answered they are strongly agree and agree about KLM sustainable brand campaign. The hypothesis is that
many people do not know about KLM sustainable activities. As a result, it is better to inform their service.

-Best graphic design for KLM sustainable activities are advertising, brand identity, web/tv, recycle plate and interior design.

-94% people answered that they are interested in recycling, but 56% people are actually doing something for making the better environment.