This is a presentation of a project I am directing for BaseKit. We wish it will be a beta soon.

1. Brand Narrative
Cloud Experience
A cloud storage and data file management system.
“Content comes to life” reflects CX’s ability to bring simplicity and excitement to the
way people share and store content in a moving world.
Defining Behaviours such as ‘geektastic’, ‘simple’ and ‘obsessive’, gave shape
to the character of the business and how the experience they deliver comes to life.

2. BaseKit
Exploring Creativity
by Margarida da Marça | Designer
margarida.marca@gmail.com

3. The purpose of this campaign is to contribute to
better position BaseKit, to get more traffic and target
audience to know BaseKit and visit the website.
Also, to relate BaseKit with a high creative, dynamic
and competitive Brand all over the world.

4. Overview
In such a competitive global market Brands have to find
ways to stand-out and position themselves.
How can Design/creativity contribute?
Generating innovative ideas, cost-effective, easy and fast to
implement, communicate and spread both Brand Values (internal)
and Character (external).

5. So,
the big idea is...
i hate this orange

6. is...
much better now

7. txa-na-nannnnn...

8. The first and biggest worldwide
Online FIFA Tournament
between creative industries.

9. SWOT analysis
Strengths Weaknesses
. Positioning BK into a new and . Olympics - London | 2012
potential business sector - Sports . Internet connection speed
. Generate engaging content . Putting side-by-side BK with high
. Possibility of generating great and standards brands like: DDB, JWT, DD9.
free advertising and PR . Schedule the game: time zone
. Track more visitors to BK site
. Encourage teams to build websites
with BK editor (sport templates)
. Team Spirit
Opportunities Threats
. Creepiest Office Competition . Agencies don’t play FIFA
. FIFA World Cup 2014 . Agencies don’t want to liberate time for
. Midia Cup employes to play
. Copyrighting Issues 1

10. Chart
Audience Flow
Followers
BKpro
1 Community Facebook
Blog
Creative
2 Agencies
Twitter
Social Media
3 Channels
Magazines
Followers
2

11. Criteria of Selection
Target the correct audience
High competitive companies.
That are used to enrolle challanges of this nature.
High influence in the social media.
Reference
Mídia’s Cup, Brazil 2011 - Sponsored by the Sport TV.
16 creative agencies in competition:
Young & Rubicam, Ogilvy, McCann, Talent, TBWA, Saatchi & Saatchi, etc... 3

12. Prizes
Funny Trophy or a Kit from BaseKit
6

13. Promoting the event
1- Website
1.1 Submissions open
1.2 Competition - league news, winners, schedule of the games
2- Emails, newsletters
3- Social Media - Facebook Apps / Twitter /…
4- By post - send a kit from BaseKit
5- Infographics
5.1 How to enter in the competition without having an Xbox?
5.2 (...)
6- Others, for example:
6.1 - New job positions available at BaseKit
Description: FIFA’12 Players| Apply now!! 7

14. Website Flow
First sketches
1- What is this challenge ABOUT
1.1- User LIKE and want to ENTER in the competition
1.1.2- user SHARES that entered in the competition and might want to challenge/invite
other agencies to play with.
1.2- User LIKE but doesn’t have an Xbox - FAQ’s
1.3- User leaves the website
2- Encourage to CREATE A QUICK AND EASY WEBSITE to promote his team
2.1- special offer / special package
3 - Schedule of games
4 - Font-Page | News, reviews of the games
5 - Terms and Conditions applied to the competition
*Central to engage the users 8

15. References
Concept Inspiration
Toyota, Keep Re-inventing - Commercial >
Domino’s Pizza, Think Oven - FB Campaign >
Mídia’s Cup, Brazil 2011 - FB campaign >
Graphic Inspiration
Channel 4 - Branding >
Channel 4 - Commercial >
thank you