Sophie Marcus Lani
Slide 3
We propose that when AT&T comes to New Zealand that they have a complete rebrand. We believe that New Zealanders would not react well to a big American corporation entering the NZ market. It may feel like they are invading, imposing and it also loses the sense of locality. We propose that AT&T rename to Peak. The name comes from the idea of “reaching the peak of your potential”. People often think of technology as being big, daunting and fast changing. //
Slide 4
Peak’s essence is to... humanise technology and be at the forefront of education, so that children can have an engaging and stimulating experience. //
Slide 5
Peak will have future focussed brand values that appeal to kiwi parents and children. Peak will need to be vibrant, energetic and innovative . //
Slide 6
Technology is always advancing and giving children the skills to adapt and welcome new technologies that will encourage creativity, problem solving and help them be less resistant to change.
We see children and their parents being Peak’s target audience because this group is so large and easy to advertise to. Children can be easily targeted through schools, and parents can be advertised to through information that comes home through their children. //
Slide 7
Among selling telecommunications, Peak will provide schools with free technology such as computers, laptops, internet and a landline. Peak will have an online educational tool for children that schools can purchase to improve the way technology is taught. We believe that if schools are provided all their technology for free, they will have more money to spend elsewhere and would see the benefit of purchasing Peak’s online tool. Peak will work with schools to create a trusted brand identity. //
Slides 8
Advertising for our Peak Tech Expo will be the initial way that the New Zealand market will hear about Peak. //
Slide 3
We propose that when AT&T comes to New Zealand that they have a complete rebrand. We believe that New Zealanders would not react well to a big American corporation entering the NZ market. It may feel like they are invading, imposing and it also loses the sense of locality. We propose that AT&T rename to Peak. The name comes from the idea of “reaching the peak of your potential”. People often think of technology as being big, daunting and fast changing. //
Slide 4
Peak’s essence is to... humanise technology and be at the forefront of education, so that children can have an engaging and stimulating experience. //
Slide 5
Peak will have future focussed brand values that appeal to kiwi parents and children. Peak will need to be vibrant, energetic and innovative . //
Slide 6
Technology is always advancing and giving children the skills to adapt and welcome new technologies that will encourage creativity, problem solving and help them be less resistant to change.
We see children and their parents being Peak’s target audience because this group is so large and easy to advertise to. Children can be easily targeted through schools, and parents can be advertised to through information that comes home through their children. //
Slide 7
Among selling telecommunications, Peak will provide schools with free technology such as computers, laptops, internet and a landline. Peak will have an online educational tool for children that schools can purchase to improve the way technology is taught. We believe that if schools are provided all their technology for free, they will have more money to spend elsewhere and would see the benefit of purchasing Peak’s online tool. Peak will work with schools to create a trusted brand identity. //
Slides 8
Advertising for our Peak Tech Expo will be the initial way that the New Zealand market will hear about Peak. //
Slide 9-12
It is important that this event is advertised in a way that reflects the brand values that Peak holds. // Advertisements must be vibrant, energetic, innovative and of course use technology in some way to display them. // We think having moving image advertisements, are the perfect way to display them using technology. We will have bus shelter advertisements, as many children use the bus to get to school. // Pause //
Slide 13
Peak’s big launch in New Zealand will be through a technology expo that travels around different locations in New Zealand. //
Slide 14-15
The expo will encourage people to break out of their shells and try something they are unfamiliar with by giving them a hands-on opportunity to explore with different technologies that Peak sells. The event will help promote the mindset of giving technology a go, experimenting with it and learning through it. //
School groups would have the option to have school trips to the expo, where they give new technologies a go, engage in interactive workshops and listen to inspirational speakers who are working within the tech industry. //
Slide 16-18
At the event, each person would be given a goodie bag to take home. // This would include a free limited time trial for Peak’s online educational tool, so that children, parents and schools can see what it is and how it works. // In their goodie bags they would also receive a booklet with information about features of the event as well as a section for kids to take notes in. //
Slides 19
Peak’s online educational tool for children will be called Playground. This will be part of the overall Peak website, and will have it’s own app version also. Playground is inspired by the online maths tool Mathletics. There are three main components. //
Slide 20-23
Playground enables children to learn , // play // and explore . // Pause //
It is important that this event is advertised in a way that reflects the brand values that Peak holds. // Advertisements must be vibrant, energetic, innovative and of course use technology in some way to display them. // We think having moving image advertisements, are the perfect way to display them using technology. We will have bus shelter advertisements, as many children use the bus to get to school. // Pause //
Slide 13
Peak’s big launch in New Zealand will be through a technology expo that travels around different locations in New Zealand. //
Slide 14-15
The expo will encourage people to break out of their shells and try something they are unfamiliar with by giving them a hands-on opportunity to explore with different technologies that Peak sells. The event will help promote the mindset of giving technology a go, experimenting with it and learning through it. //
School groups would have the option to have school trips to the expo, where they give new technologies a go, engage in interactive workshops and listen to inspirational speakers who are working within the tech industry. //
Slide 16-18
At the event, each person would be given a goodie bag to take home. // This would include a free limited time trial for Peak’s online educational tool, so that children, parents and schools can see what it is and how it works. // In their goodie bags they would also receive a booklet with information about features of the event as well as a section for kids to take notes in. //
Slides 19
Peak’s online educational tool for children will be called Playground. This will be part of the overall Peak website, and will have it’s own app version also. Playground is inspired by the online maths tool Mathletics. There are three main components. //
Slide 20-23
Playground enables children to learn , // play // and explore . // Pause //
Slide 24-26
Explore: Children can explore new technologies in an open sandbox environment. // Learn: Learn specific skills such as coding, design, 3D modelling and more. //
Play: Use their knowledge to play against others around the globe in an competitive, fun and engaging way.
Peak will aim to make technology as important as any other subject. Playground is available to purchase for schools to use as part of their education programme. Each child in a registered school is given their own username and password so they can access Playground from home. This allows parents to see what their child is learning about also. Peak mobile customers will also have special access codes to extra games and features in Playground. //
By creating a humanised experience, Peak is translating the complicated technological world into one that is more understandable and clear for children. Peak gives them the confidence to keep expanding their learning in technology education. //
Explore: Children can explore new technologies in an open sandbox environment. // Learn: Learn specific skills such as coding, design, 3D modelling and more. //
Play: Use their knowledge to play against others around the globe in an competitive, fun and engaging way.
Peak will aim to make technology as important as any other subject. Playground is available to purchase for schools to use as part of their education programme. Each child in a registered school is given their own username and password so they can access Playground from home. This allows parents to see what their child is learning about also. Peak mobile customers will also have special access codes to extra games and features in Playground. //
By creating a humanised experience, Peak is translating the complicated technological world into one that is more understandable and clear for children. Peak gives them the confidence to keep expanding their learning in technology education. //
