PHOENIX
identity, ui design, augmented reality, advertising
Objective
Brand and market a fictional, plant-based energy drink named Phoenix. It is infused with cactus water that is sourced from Arizona’s very own prickly pear cactus. Phoenix is packed with electrolytes, vitamins, minerals, and antioxidants to give the perfect boost of energy.
Strategy
Position Phoenix as a drink that will add some fun to your day while still leaving you to feel energized enough to conquer it. With life getting hectic at times, it’s easy to forget to enjoy it. So, take a sip and get ready to live a little.
Target Audience
Target Audience: 25+ men, middle-income, working class, entrepreneurs
Art Direction, Design, + Copywriting: Quyen Truong
An augmented reality mobile game, Phoenix, is designed to promote the drink and have consumers better interact with the brand. The game functions as a hybrid of Pokemon Go and Mario Kart. It features the brand's mascot, Phoenix, and involves players racing through cities to collect cans for energy boosts. Consumers can play and engage with Phoenix from right where they are. Players can scan QR codes placed on the drink's packaging and out-of-home ads players to unlock new maps and items.
Consumers will be informed about the mobile game and where to download it on Phoenix's website.
Print ads will be placed in magazines whose audience is primarily male, focused on building one's career, or interested in business such as the Entrepreneur magazine.
Transit takeovers will take place to encourage consumers to purchase a Phoenix drink and download the mobile racing game. There will be paths along the floor that lead folks to giant Phoenix cans, where he or she can scan the QR code or learn more about the product.
