Research on concepting

Generating an idea is not that difficult and Janaki already did a lot of research on brainstorming.

You have an epic idea. Which steps do you have to take to turn it into a medium independent concept? As a CMD student, especially whilst doing the Concept Design specialization, it is important to be able to do this but also to be able to notice the difference between an idea and a concept. Since we are still struggling with this sometimes, I decided to look further into this.

Copy and Concept is a book mainly focused on communication and campaigns. The writers explain that concepts are necessary to enhance a brand. They define concepts in two different types.

A concept in the broader sense:
The overall idea about the essence of the brand and its meaning in people’s live, which recurs in all the communication about the brand. This is quite close to the brands vision, mission and image.

A concept in the narrower sense:
Creative concept to include all communications within a campaign. It takes an USP and is linking this to an aspect that is not related to the product. Like a benefit, a symbol or different meaning.

This is the kind of concept we need for Banknote Bingo.

After generating loads of ideas in the brainstorm it is time to combine these ideas, evaluate them and finally make a selection. Does the concept fit the briefing? Is it relevant? Does it target the right people? Is it distinctive? Is it consistent?

A good concept:

  • Is asking for attention
  • Fits well with the brand
  • Fits the theme of the campaign
  • Has added value towards the brand
  • Fits the target group
  • Is developable and quite timeless
  • Is translatable into different kinds of media

So the only way to turn an idea into a concept is by using this ‘’a good concept’’ list as a sort of checklist.

Everything fits our concept ‘’changing the value of money’’.



Thobokholt, B., Waal, B. de, & Westbeek, M. (2012). Copy & Concept (4e ed.). Amsterdam, Nederland: BIS Publishers.


Augmented Reality

We want to use augmented reality to show our animation. Augmented reality is changing the way we view the world, or at least the way its users see the world. Picture yourself walking or driving down the street. With augmented-reality displays, which will eventually look much like a normal pair of glasses, informative graphics will appear in your field of view, and audio will coincide with whatever you see. These enhancements will be refreshed continually to reflect the movements of your head. Similar devices and applications already exist, particularly on smartphones.

Mobile device showing augmented reality

Thats what we want to use aswell. Since Fraser is in partnership with a company that also specializes in augmented reality we think it is a very viable option. Our concept is to increase the value of money. We think it is a solid idea to do change the banknote when you scan it. We can change the number (value) you can see on the banknote (which is a nice visual expression of our concept), and of course show our animation on top of the banknote. We wanted to make sure this could be done, even without his company.

I started with experiencing virtual and augmented reality myself to get a right impression. At the Makerspace in our school they have a Vive – -, a virtual reality device. Focussing on the augmented reality I started doing research on apps.

I looked into what app could realize our concept. I tried out a few different apps quite casually.


Altough I didn’t dive very deep in all five I soon discovered Aurasma was the most promissing tool for us. It supports pictures and video’s. It even provides sound. You can use a banknote (make sure the serial code is clear) as a ‘trigger’. Then you choose a layer, which in our case is the animation. And that’s it. If you use the app you just see ‘the reality’ around you, just like using your camera. But as soon as it detects the banknote you picked it starts with the animation. You can even choose where you want the animation to pop up. In our case on the banknote of course. I believe that if it’s possible for a student to create an augmented reality with just an app and an animation, it’s very realistic for Fraser to choose this way of presenting. Even more so if he works together with a company who can even make it way more appealing!

Get an impression with the simulation I made:

Password: fraser&bob

Research – The best way to explain a game (Thomas de Gilder)

What is the best way to explain a game?
After getting feedback from Fraser and Bob we found out we had to simplify the augmented reality video we made. The important thing is how are we going to explain the game while keeping it simple. This I why I did research on the best way to explain a game.

Before I just started doing research I had to think of the right places to search for the answer. I decided I was going to find out how the manuals where build up of some board games I have at home.

The first game I researched is “Weerwolven”. The manual starts of with a story. The story actually already tells how the game works. After this introduction they tell in 2 sentences what the goal of the game is.

–           The villagers have to expose the werewolves.
–           The werewolves have to eliminate the villagers.

These are the key points or unique selling point of the game. We will be able to use this in our own explanation. We will have to find out what is the single most important thing of the format.


De Mol
This game was derived from the well-known television show “Wie is de Mol”. The manual start off differently than “Weerwolven”. It starts by telling the short version of the game. It already goes very much into detail. This is probably because the game itself is much more complicated than the game I discussed earlier.


I decided to look up some articles and literature about this topic. It was quite hard to find some reliable sources but I did found something interesting. I came across a forum where people where discussing about board games and how to explain them. A person made a blog about the best way to explain a game. He claims to be a game teacher in a board game café. Of course this isn’t a very reliable source but I did notice a lot of similarities with the games I already discussed.

“As soon as you’ve set the tone with the game’s theme, players should know what they’re shooting for. When players know what their goals are, everything else falls into place.” (Monopolatte, 2015)

This is exactly how the game manuals where build up. This could work really well for our concept. We have to let the target group know what the main goal or unique selling point of the game is and explain the rest afterwards. Then everything falls into place.

Monopolatte. (2015, 01 01). How to Explain Games: a Guide from a Professional Games Teacher. Retrieved 01 16, 2017, from Reddit:



Research – Creative Brainstorm (Janaki van Os)

What are creative ways to brainstorm?

To come up with better concepts I want to research different ways of brainstorming and chose the best ones to apply with the group.

  • A brainstorm where everyone writes their ideas on little post its and sticks it on the big piece of paper lying the middle of the table.
  • Making a word association map with a word in the middle of the paper and every one of the group receives a pen and writes down their associations with this word.

These brainstorms are known as ‘normal’ brainstorms. Where you simply think of ideas. The creative brainstorm techniques we learnt in the lateral thinking lessons are as followed.

Lateral thinking

In our lateral thinking class, we learnt different brainstorming techniques. It came down to two different techniques. One of thinking ‘inside the box’ and the other thinking ‘outside the box’. The thinking inside the box techniques were:

  • 9 inbox tools
    • remove – leave something out
    • replace
    • multiply
    • connect – combine it with something else
    • divide – separate or divide
    • activate – unused parts
    • make dynamic – loosen/release fixed parts and fasten loose parts
    • rearrange – rearrange parts or aspects
    • different versions

Harvesting ideas
By harvesting all the ideas, you get an overview of the different types of ideas. This will allow you to see new things and to determine what a concept is and what is a specific idea.

  • Concepts – a concept is a principle behind an idea. It’s like an umbrella. Ideas that come from the same source. This concept leads to new ideas. Wonder which themes are to be found in the idea.
  • Initial ideas – these are ideas that aren’t yet ready-to-go (and may be they never will) but they are different, valuable and/or interesting. An initial idea can be enriched later on to a usable idea. If the idea still need research to see if it’s possible it’s an initial idea.
  • Specific ideas – these ideas are practical and directly applicable. By enriching they can even be made more fun or more appropriate.

enrich them ->

  • Transform and/or adjust the situation or the idea
    Use this in if there are too many restrictions, for instance if there is not enough money available. You will see to it that there is going to be more budget.)
  • Enhance the idea
    You use this if the idea has advantages but is not powerful enough to persuade the client. It can come in handy to figure out who are the parties concerned and make the idea better for them)
  • Adjust minus points
    An idea can also be more persuasive by adjusting flaws or weakness)

Outside the box thinking tools were the arbitrary word starting point exercise where you ask someone (or do it yourself) pick a random word. And then write down all the associations, functions, characterizations and memories you can think of with that word. You can have a piece of paper with a lot more words than that you started with. With the words, you wrote down with the associations, functions, characterizations and memories you can than connect back you the problem focus you have at hand. This way you might think of completely new words and connections that would have never occurred to you in the first place.

Universal Methods of Design

For this research, I used the book Universal Methods of Design. In this are 100 methods to design your concept.

Bodystorming is a physical brainstorming technique. It is done by informative performances and active role-play.

Ways to enrich creativity

There are different ways to help your brain think in a creative way and to come up with new and different ideas. These are

  • change of environment
  • music
  • under influence

Our brains get lazy when we get used to certain environments, because you have seen them before and your brain doesn’t register them anymore. When going to a new environment your brain gets active again. Since it has to register all these things it has never seen before. It’s also been proven that different types of music has different effects on our brain. Like classical music helps us to study and music that has the same number of beats as our heart helps us to be active when doing sports. Now some people say that using certain drugs can enhance your creativity. But that is of course the most recommended way to be creative.

After finding these brainstorm methods I decided that it would be best if all of us came up with ten different concepts on our own, so that you could get the most obvious ideas out of your head and that you had the opportunity to think about it without the pressure of other people. Then I chose to apply the normal brainstorms to use the way that we are used to. I also prepared the arbitrary word brainstorm to compare the different brainstorm.


Martin, B., & Hanington, B. (2012). Universal Methods of Design (Herz. ed.). Beverly, USA: Rockport Publishers.



Noble Savage wants to put the show Banknote Bingo on the radar. Obviously it isn’t the only company that comes up with new ideas for a t.v. show. The Banknote Bingo has a great potential but when it will be presented like any other idea it might be overlooked.


Noble Savage asked us to create an innovative way to present their concept of Banknote Bingo to the production companies.

Brand platform

Noble Savage is a television concept creator. So basically it is a company that creates and structures new television programs. When he has a good idea he will present it and then sell it.

Banknote billionaire is a television format for a game show where the contestants can win money by answering question. The viewers can also play by with their banknotes at home and win the same amount of money as the winner.

Communication goal

The communication goal is to convince the production company’s and tv channels that Banknote billionaire is a format that will be of value for their company.

Target group

We will focus on the production companies in the Netherlands, because the concept will be presented to them. We also will keep in mind the target group of the production companies, these are the channels and target groups for the channels.

What is also interesting is that their target group is also Noble Savage’s in a way since it creates a concept that is likable for the target group of the production companies: t.v. channels. Their target group is then also relevant for the production companies and Noble Savage: the viewers.

  • production company
  • tv channels
  • target group channel


We can imagine that there are a ton of people that come to the production companies to tell them about an idea for ‘the most successful show ever’. We believe this creates a barrier for our target group to pick a new idea since they are all pitched in the same way. This is why with our concept we want to create something different and stand out from the rest.


The single most important thing we want to say is that Banknote billionaire is the next big thing.

Tone of voice

To be determined.


There are no limitations regarding media. It will depend on the concept which mediamix we will chose.


The place where the formats are presented are quite strict at this moment. When the formats are presented it is most likely in a formal setting. This will be with someone who presents the format to a few spectators. Noble savage is willing to invest in between 0 and 50.000 euros.