The Squeeze - Werba

Describe the challenge.
To create an app that is interactive, content driven, social, and purchase worthy. I will be designing an app called The Squeeze that will focus on a made up point system that puts a value on the activities you do throughout the day and then ranks you among your friends and the Squeezer community. Some features will include a photo section, the ability to squeeze (follow) your friends/people/celebrities, and share your day and value on other social media platforms, just to name a few.

Who is the target audience?
Smartphone users that are socially focused and enjoy interactive content. The app is not focused on any specific demo or geographical location. Anybody can post to this app with success. It all depends on if you live an exciting life.

What does the audience currently think about the brand or group?
I'm just introducing The Squeeze to the apposphere so their is no current audience thought about it. This is a problem because first impressions are crucial.

What would we like the target to think and feel?
The Squeeze wants its target audience to believe that this app will either make people want to turn a boring day into a high ranking squeeze or to show off just how exciting a person's day can be and rank high among the other Squeezers.

Which facts, evidence or thoughts will assist in this change of thinking?
A simple ad campaign will help in getting The Squeeze's point across. The app will use Squeezer tracking to show users from their first use and how they have slowly progressed in making their days more exciting in an attempt to compete with other users.

What is the brand essence?
Interactive. Competitive. Leisure. Humor. Entertainment. Social.

What is the key emotion that will build a relationship with the core audience?
A balanced mixture of people's competitive nature, the need to interact socially, and a mix of humor and amazement are some keys to evoke an emotion that regular social media apps cannot convey.

What medium will best facilitate our goal?
The Squeeze will start as an app with hopes to make the jump to a full on website. Sharing Squeezes on sites like Facebook and Twitter will help spread the word of the app. Simple print and OOH ads will help jumpstart the release of the app.

What are the most critical elements?
The photo section that will be called "In the pudding" on the app will be important because photos will not only increase the value of an activity because it is physical proof, but also because people love sharing photos. The competitive ranking aspect of a user's squeeze would also be crucial because it makes users want to do more exciting, more valuable activities to beat their friends.

What is the single most important takeaway?
Social competition. If users really get involved with trying to have the best day ever the value based social app will be a huge success.

What do we want the audience to do?
Participate in the social competition. Post photos to boost the value of their day. Challenge friends and other users. Compare their days to celebrities. If the social competition takes off it will make people want to do interesting, exciting, out-of-the-box activities and toss away their old, boring lifestyle.