The historical past of promoting is peppered with model characters and mascots, and through the years we’ve seen a complete host of creatures parade throughout our screens. Some, such because the Duracell bunny and Tony the Tiger are previous arms, whereas others, just like the AA’s Tukker the canine, are nonetheless relative newcomers. And whereas some may not think about a model mascot to be the slicing fringe of creativity, there’s no doubting that they’re extraordinarily efficient when carried out correctly.
For VCCP ECD Darren Bailes, creating O2’s Bubl robotic mascot was the apparent resolution to a troublesome transient. “We had been making an attempt to inform individuals how good the community is, however the O2 community is invisible,” he explains. “It occurs round us, a billion occasions a day, however no-one ever sees something. Bubl was a method to make the invisible seen.”
Based on Bailes – who was additionally on the crew that launched PG Ideas’ Monkey into the world – that is the place mascots can actually shine, bringing to life a selected side or personification of a model. For firms struggling to convey an concept or idea, a model character affords a right away and relatable manner to take action. However that doesn’t imply it’s the straightforward reply.
Though Bailes says the concept for Bubl instantly “felt proper”, there was loads to do to make it work. The robotic needed to be heat and charming with some technical edge, however not a lot that the character turned scientific. “We wished it to be a little bit bit lo-fi and imperfect and small,” he explains. “It’s not scary, it’s only a pleasant factor who’s there that can assist you, be sure you get your stuff carried out, catch the practice, and easy issues like that.”
Inventive EvaluationSource link