Leung Campaign

BREW

Describe the challenge.

Making an app that will primarily help you find drink recipes based on what ingredients you have. The app will simply be named “Brew” and will feature social connection features. The app will feature an extensive database of established and user-generated recipes. Which will also tie into a social game that involves real-time location. Users will be able to create, rate, comment, and send recipes. The statistics from the ratings updates the map of popular drinks in the area of the user. Along with these features users will also be able to find and search bars and clubs.

Who is the target audience?

The audience will be people who love to drink a good drink. It would be for users who want to find and learn new recipes. With a focus in larger cities where there is a higher number of bars, clubs, and wineries.

What does the audience currently think about the brand or group?

Well, people love to drink. Whether it’s just at the bar or just relaxing at home, we all love a good drink. Yet there are no socially connected drinking applications. There are drink recipe apps out there, but there are none that allow user-generated recipes.

What would we like the target to think and feel?

The target user should find an extensive and fun experiences that will help them find the next perfect drink. The experience would be simple and appealing, while also providing a useful tool.

Which facts, evidence, or thoughts will assist in this change of thinking?

The college crowd and younger users love to play. We love being out in the city exploring new sights and finding greater experiences. This directly applies to the venues, bars, and clubs we go to.

What is the brand essence? 

The brand essence is modern, simple, and connected.

What is the key emotion that will build a relationship with the core audience?

The brand will instill a sense of discovery in the user. Whether it’s discovering new recipes or new places to unwind.

What media will best facilitate our goal?

A mobile application is the best fitting option for this project. There should be a large focus on connection, so NFC hubs could be set up in locations to allow users to check in on the applications. This in turn, could be shared on other social apps.

What are the most critical elements? 

The most critical element would be the brew function, which would take your ingredients and help you find recipes. The secondary function would help users connect and discover.

What is the single most important takeaway?

The user should find a simply useful tool that will help find the next perfect drink.

What do we want the audience to do?

We want users to use “BREW” to engage in an active and data-driven process of discovery. We want them to find an experience that is entirely useful and appealing.