On the other hand, Convergent thinking can be helpful after this process, as divergent thinking can leave the concepts created scattered and undeveloped, convergent thinking condenses ideas down to cohesive comprehensible communicable ideas that can then help the individual enact a plan to solve said problem.

Lo-Fi Prototypes:

+ Quick to make

+ Inexpensive

+ Easy to Edit

- Limited Detail

- Doesn't convey final conceptualisation

- Difficult to visualise functionality

Hi-Fi Prototypes:

+ Detailed/Realistic

+ Helpful for Testing

+ Provides closer experience to final product

- Time Consuming

- More Costly

- Editing is higher effort

• By only using photos not words?

  • A split photo of a shoe down the middle, birds-eye view, one side a dirty but character filled shoe, and the other half clean sparkly and shiny, symbolising how the memories have been preserved.

• By partnering with an existing organisation?

  • Partner with a youth-oriented brand like converse or vans, create a display wherein a shoe has been cleaned by kiwi, still showing signs of wear, next to gear its been on adventures on with that are popular among gen-z, such as skateboards, a bike helmet, etc.

• By using long-form copy?

  • In an advertisement, print or digital, insert a comic strip like sequence with each frame shows a different adventure, with the last frame showing kiwi cleaning the shoe, all the while leaving the marks from the journeys.

• By using Guerrilla Marketing?

  • Create pop-up stations across high-traffic (footfall) urban areas in which people can clean shoes using kiwi shoe cleaner, with a line-up of before and after shoe photos, where each pair shows a cleaned, polished surface but retains scuffs and character marks.

• By creating a character?

  • Soul & Mate are a couple of shoe characters, a rugged hiking boot and a streetwise sneaker respectivley, who share the stories behind their scuffs. After each Kiwi cleaning, they look fresh but keep their unique marks and memories. A comparative illustration of Soul & Mate with visible differences: Soul has faint mud stains and scratches, Mate shows scuffs and faded graffiti marks. Each character has expressive faces, showing pride in their cleaned yet soulful appearance.

• By making your brand famous?

  • Create a large digital billboard with a rotating image of different celebrities, from varying levels of fame promoting the product.

• By sponsoring an event?

  • Similar to the guerilla marketing idea, sponsor a streetwear fashion event where there will be a kiwi-cleaner station in a tent, with before and after photos lining the wall.

• By finding a common enemy?

  • The enemy are unbranded generic shoe cleaners that scrub away dirt as well as character. Visually compare kiwi to the generics establishing kiwi as superior due to it leaving the character.

• By encouraging word of mouth?

  • Create a campaign wherein customers share before and after images of shoes on social media using hashtags.

• By thinking of a radio advert?

  • A radio spot where users share stories and memories tied to their shoes, followed by the sound of shoe cleaning and a made up tagline for Kiwi.

  
  

Gen Z shoe fanatics often hesitate to clean their shoes. Why? Because they are afraid it will erase their unique look, acquired over time through the many scuffs, scratches, scrapes, losing its valuable character and history attached to it.

Key Insight:

Gen Z value products that preserve their individuality and stories attached to their possessions, they do not want to erase that, and so they seek a solution that will maintain its unique history.

Visual Concept:

A trainer, split down the middle, with one side looking worn but clean showcasing its character and history, and the other covered in filth, hiding the wear. Around the shoe are objects that represent life moments such as concert tickets, festival wristbands, a passion for skating etc, emphasising that each shoe has a story alongside it.

Objective:

This visual highlights Kiwi's unique appraoch to cleaning shoes, by that we mean their desire to not strip away personality and memories, due to their revrence for sentimentality and aesthetic and character.

Definition:

This method uses product design to tell a story, making the product itself a medium for personal expression, and the preservation of memories, that way alligning themselves with Gen-Z values.

Explanation:

Storytelling through design allows brands to create products that resonate emotionally with consumers, building a stronger attachment to Gen Z who value products that allow them to maintain and express indviduality, so presenting Kiwi as a solution that cleans without erasing the story resonates strongly with this preference. By positioning Kiwi as a memory preserver rather than just a cleaner, the campaign taps into an emotional narrative around preserving memories. The visual of a shoe split between cleaned and worn conveys that Kiwi respects and preserves the unique marks and scuffs which serves as symbols of personal experiences.

Source:

Harvard Business Review - The Irresistible Power of Storytelling as a Strategic Business Tool

This article emphasizes the effectiveness of storytelling in building brand connection, It highlights the fact that storytelling in marketing makes brands memorable and relatable, which is exactly what Kiwi aims to achieve by connecting with consumers memories and experiences.