A Malaysian Childhood Brand by Phuah Zhy Ying
ALL WORK AND NO PLAY MAKE JACK A DULL BOY.” “ ALL WORK AND NO PLAY MAKE JACK A DULL BOY.” “ - James Howell
Copyright © 2023 Report design and written by Phuah Zhy Ying in fulfilment of the requirements. For Diploma in Creative New Media Technology Raffles College of Higher Education, KL.
A Malaysian Childhood Brand by Phuah Zhy Ying
03 Project Task Page 34-39 • JOM! Mainlah Series • JOM! Bite it lah Series Table of Content Table of Content
01 02 04 05 01 02 04 05 Background Issues Big Idea Deliverables Appendix Page 12-17 Page 20-31 Page 42-47 Page 50-57 • Based on Research • Based on Survey • What is Physical Play? • What is Digital Play? • Design Solution • About my brand • Brand Proposition • Brand Value • Brand Objectives • Target Audiences • Survey Questionaire • References • Awareness • Interest • Desire • Action
Ketingting? Cards game? Batu Seremban? Eraser Battle? Lompat Getah? Congkak?
DO YOU STILL REMEMBER THESE MEMORABLE CHILDHOOD GAMES? DO YOU STILL REMEMBER THESE MEMORABLE CHILDHOOD GAMES?
BACKGROUND ISSUES BACKGROUND ISSUES 1
12 Background Issue Research suggests that nowadays the young children use digital devices in a very passive way. Why are they so passive? It is because most of them preferring to sit, watch content or play games alone in front of their own devices and this may take them away from physical play opportunities. (Eyes-Me, 2021) Although technology in this present scenario makes it practically impossible for Generation Z to play or even know these types of Malaysia childhood games. But it doesn’t indicate that should be forgotten by the passing of time (Therakyatpost, 2022). We cannot let these childhood games disappear, because these are a wonderful and innocent existence in Malaysia. Therefore, it is necessary to publicize Malaysian childhood games to the public, especially the Gen Z. Allow them to participate in these games while also allowing the millennials to reminisce about the fun of childhood. Based on RESEARCH RESEARCH
Background Issue 13 PLAY IS ESSENTIAL. PLAY IS ESSENTIAL.
14 Background Issue A systematic review of physical–digital play technology and developmentally relevant child behaviour New interactive physical-digital play technologies are shaping the way children play. This systematic review found that these technologies could have a positive effect on developmentally relevant behaviour in typically developing youngster. The review identified specific ways in which different behaviours were promoted by the play interactivity, like providing information about own performance, slowing interactivity, play interdependency, and joint object accessibility. Four overarching principles underpin the ways in which phygital play technologies afforded child behaviour: social expectations, directiveness of action regulations, technical features, and alignment between play goals, play technology, and play behaviours promoted. (Pablo E. Torres a c 1 et al., 2021) What are the benefits of Physical Play and Digital Play? Digital play is becoming more popular for children with the expanding library of apps, video games, and technologies. Is digital play bad for children’s development, socialization, and mental health? Is traditional play going extinct or is it here to stay? Does physical play brings benefits than digital play? (OT Dude, 2021)
Background Issue 15 • Promotes cognitive skills • Encourage social skills • Demands creativity and imagination • demand problem-solving • Develop the fine motor skills The similarity of Physical Play and Digital Play There is around 90% of them know that physical play brings more benefits than digital play. But why they still want to spend most of their time on their digital devices? Results from a survey questionnaire of 33 respondents from ages 13 to 43 Based on SURVEY SURVEY Yes No (3) (30)
16 Background Issue Digital play occurs when a child uses a device or digital tool to engage in play. Digital play is the first qualitatively different form of play introduced in at least several hundred years. It has opened up new opportunities for learning, interaction, and engagement, but caregivers must be discerning and find high-quality opportunities for children. The Four Pillars of Learning offer insight into what features in digital play create a high-quality experience. (Chan, 2022) What is • Convenience • Have a range of play activities to choose • Promote a similar range of learning outcomes • Develop operational skills • Enjoy diverse contexts for playful exploration of new technologies and media. Benefits of Digital Play: DIGITAL PLAY? DIGITAL PLAY?
Background Issue 17 Physical play is important for children to keep fit and healthy. Physical play is the type of play that gets your child moving from big movements like running and jumping to small movements like picking up a pencil or tying a knot. Kids burn more calories through active play than any other type of play, which can help keep them fit, and contribute to a huge range of health benefits. (Make time 2 play, 2022) What is • Boosts strength and good health • Interaction more easier for relationship bonding • Can really feel and touch of playing the games • Can hear the sounds of playing the game • Can experience and feel the surrounding’s ambience • Cost for buying the game is more cheaper • Share happiness with friends, sibling and families. Benefits of Physical Play: PHYSICAL PLAY? PHYSICAL PLAY?
18 Background Issue
Background Issue 19 BIG IDEA 2 BIG IDEA 2
20 Big Idea DESIGN SOLUTION DESIGN SOLUTION “All work and no play make Jack a dull boy.” The Proverb Meaning This proverb bring the meaning that if a person only have working time and do not have entertainment in their lifestyle, they will not be an interesting person. Hello, I’m Jack! Nice to meet you.
Big Idea 21 “JACK” as a dull boy represents the childhood image of today’s gen Z status. “JACK” remains a character of this brand, leading the gen Z back to the childhood games that they have missed, call back the nostalgic feeling for millennials together with happiness and joy. Earlier’s Jack Today’s Jack
22 Big Idea
Big Idea 23 Brand name: Tagline: Name concept: About brand: JOM! Mainlah Bersama-sama. It is like invite you together play with me or like asking you or someone whether they would like to play the game together with me. A Malaysia brand about Malaysian childhood games. We design packaging and sells Malaysia’s childhood games that is almost forgotten to this generation. Apart from that, we also selling some childhood memories souvenirs and snacks that are memorable to Malaysian millennials. ABOUT MY BRAND ABOUT MY BRAND
24 Big Idea BRAND PROPOSITION BRAND PROPOSITION Fun & Nostalgic This is a brand that popularises Malaysian’s childhood games that are worth preserving not only for nostalgic reasons, but also because they play a significant part in the mental growth of young children.
Big Idea 25
26 Big Idea
Big Idea 27 BRAND VALUE BRAND VALUE Mission Vision We provided an amusing and memorable memories to the general public in order for everyone to have a fun and unforgettable memory. To let everyone in Malaysia comprehend and enjoy these childhood games.
28 Big Idea PROJECT OBJECTIVES PROJECT OBJECTIVES To publicise “JOM!” as a brand that bring nostalgic and memorable products of the 1980s and 1990s. To bring the benefits of physical play to everyone through playing these Malaysian childhood games. To fill the generation gaps between the Generation Z and the Millennials.
Big Idea 29
30 Big Idea PROJECT TARGET MARKET AND AUDIENCES PROJECT TARGET MARKET AND AUDIENCES Generation Z (Generation of 00s to 10s) Demographic Psychographic Geographic • Everyone in Malaysia • Living in the urban area • Personality with tech-mediated experiences and social networks • People who likes to play digital games • Age from 13 years old to 23 years old • All genders • All ethnic as Malay, Chinese and Indian • All religion as Islam, Buddhism, Hinduism and Christian • Children & Student
Big Idea 31 Millennial (Generation of 80s & 90s) Demographic Psychographic Geographic • Everyone in Malaysia • Living in the urban area • Positive, nostalgia and cheerful • People who likes to play games with friends, siblings, parents and others • Age from 24 years old to 43 years old • All genders • All ethnic as Malay, Chinese and Indian • All religion as Islam, Buddhism, Hinduism and Christian • Employed adults
32 Background Issue
Background Issue 33 PROJECT TASK 3 PROJECT TASK 3
34 Project Task JOM! Mainlah Series Product name: (Malaysian Childhood Games) Batu Seremban Games x1 Lompat Getah Games x1 Pick-up Sticks Games x1 JOM! Collectlah Puzzle x1 PRODUCTS PRODUCTS What is inside? JOM! Mainlah Full Games Set
Project Task 35 Batu Seremban Stone x5 Game Instruction x1 (Batu Seremban Games) Things included: JOM! Mainlah Batu Seremban
36 Project Task Rubber bands x3 packs Game Instruction x1 (Rubber Jump Games) Things included: JOM! Mainlah Lompat Getah
Project Task 37 Sticks x31 Game Instruction x1 (Pick-up Sticks Games) Things included: JOM! Mainlah Pick-up Sticks
38 Project Task Malaysian Childhood Snacks x6 JOM! Collectlah Puzzle x1 *Choose 6 types of Malaysian Childhood Snacks that you want and we will package it into this special packaging. JOM! Bite it lah Series Product name: (Malaysian Childhood Snacks) PRODUCTS PRODUCTS What is inside? JOM! Bite it lah Spexial Snack Box
Project Task 39 Mimi, Tam Tam, Wheel Cracker, Ice Gems, Super Ring, Popo Fish Muruku, Wang Wang Senbei, Mini Fish Biscuit, Haw Flakes, Big Foot Candy, Yupi Gummy, Red Plum Candy, Gold Coin Chocolate, White Rabbit Candy, Hacks Types of snacks: JOM! Bite it lah Childhood Snacks
DELIVERABLES 4 DELIVERABLES 4
42 Deliverables Awareness DELIVERABLES DELIVERABLES Making my brand top-of-mind among consumers in this marketplace, to resonate my target audience towards their childhood memories. Media Platform: (Instagram) Objectives: Social Media Post
43
44 Deliverables Interest DELIVERABLES DELIVERABLES Make interest of my brand to the consumers, let them know more about this brand on what we do and what is this brand. Media Platform: (Instagram) Objectives: Social Media Post
Deliverables 45
46 Background Issue Interest DELIVERABLES DELIVERABLES Media Platform: Website
Background Issue 47
48 Deliverables Desire DELIVERABLES DELIVERABLES Making my product considered particularly desirable and attractive by the consumers, attempts to give consumers a sense of lack or wanting, excitement and passion. Media Platform: (Instagram) Objectives: Social Media Post
Deliverables 49 Action DELIVERABLES DELIVERABLES To encourages the consumers to the steps to make decision to purchase my products, let them know where they can buy and what is the product they can buy. Media Platform: Objectives: Website