Digipack Proposals

Title: One Word

Design Concept: Our front cover will be black & white with members of the band looking at each
other in four squares. This layout is similar to that of Demon Days by Gorillaz. The interior panes will
be very colourful and contain lots different shapes and colours. This is similar to that of overexposed
by maroon 5. The back cover will be in the same positions as the front. This gives a sense of
continuity from front cover to back.
Target Audience: Our target audience ranges from B to E on the socio-economic scale. Our target
audience is quite wide due to our genre. However, we want to personify our target audience into a
character profile. Our profile is male, early 20's and fits into the C1 category on the socio-economic
scale. He likes various genres of music, but particularly rock music. His favourite bands are Green
Day followed by Bastille. His favourite films are often Hollywood blockbusters; he enjoys The
Godfather and The Dark Knight Rises. He watches comedy shows on TV, both panel and sitcoms such
as 8 Out of Ten Cats and the Big Bang Theory. He reads 'I' by the independent and buys music
magazines like Mojo and Q.
Context: In terms of our advertising campaign for the product, the digipack reflects the bands, genre
of music as well as the video. The colour schemes reflect the different parts of our video; the black
and white reflect the performance aspect of the video and the colours within the narrative. This
contrast makes our digipack stand out to consumers. We hope to distribute the digipack to
mainstream supermarkets such as ASDA & Tesco in addition to music stores like HMV in order to
reach as wide an audience as possible.
Competitive Market: We will bring our product out around November as our video is set in winter
months and we want to release our product at a time where record demands are at their peak
during the Christmas period.