ym2 asm 4.1 - van tien
Post on 21-Oct-2014
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BRAND TASK - BRAND ESSENTIAL ASSIGNMENT
The journey
Insight
Message
Creative Platform
Hero Execution
Engagement strategy
Ecosystem
Target
Context
Our journey
starts here
Seeing and defining
idea
Awesoming through
strategy
Big IdeaSTART FORM HERE
INSIGHT BRAND ROLE
BIG IDEA - message
Pure delight
Emotionally Useful
Fuctionally Useful
Strategy
Product truth
Consumer truth Cultural truth
Strategy
Creative platform
PropagationGenerousityMultifacetednessResponsiveness
Hero execution
Phas
e 1 Key
messageKey hookMedia
Phas
e 2 Key
messageKey hookMedia
Phas
e 3 Key
messageKey hookMedia
Strategy
Strategy
Engagement Strategy
Key visual Consumer journey
Channel matrix
Campaign roll out
Campaign architecture Campaign ecosystem
KPI
Strategy
Core idea
EcosystemWhere your idea live, interact, play
Desired code of
behavior
Think of media as a canvas
Where your
people are
Example
Axe apollo Vietnam campaign
Men desire for a daring innovation to take him to
the lead of the mating game despite of his being less attractive than others
Insight
Give men the edge in the
mating game
Brand role
Concept: Astronaut is a daring innovation and Axe own the image
Big idea: Axe Apollo - bring the next Vietnamese man to the space
Phas
e 1 KM: Be aware of
the hotness of AstronautsKH: Launch the contest, trainingMedia: TVC, PR with Ngo Thanh Van
Phas
e 2 KM: the journey
from zero to hero of the astronautKH: 3 finalists becom celebritiesMedia: Ngo Thanh Van’s MV, event, PR
Phas
e 3 KM: The
explosion of finding the next Vietnamese astronautKH: Final gala’s explosionMedia: event, PR
Creative without strategy is called “art”. Creative with strategy is called “advertising.”
- Jef I. Richards
2. What is a Creative Brief?
Creative brief is a document but not a boring document to be passed upon.
It’s not a list or a form to fill-in, it’s a proper “lift-off” that:
o Tells us WHY we are doing this in the first place.o Ensures that we are asking the RIGHT questions before attempting to
answer the PROBLEM.o Provides us with vital information that helps us set our direction.o Helps us limit the scope of our search so we don’t run off track.
Creative brief is a process to spark imagination & creativity.
(also connecting business needs with right target audience, right message and right media)
How to write a Creative Brief to transform from Consumer Insight to Brand Strategy & Big Idea?
Do some original thinking
Untangle all the
information that’s
been thrown at you
find the one thing that will tell your
audience why they need, what your
client is offering…
Ask & answer
questions
How?
How?
How?
A Creative Brief should include:
Background- What are we creating? (A banner campaign? An email? A website?)- Where & when will it be seen?
Objectives- Marketing objective?- Communication objective?
Target audience- Who are they?- What is the barrier?- What is the key insight to overcome this?
Single minded proposition
What is the single most motivating and differentiating thing we can say about the brand or product to the target audience to make them act in the desired way?
Single key message What messages do we want to get across?
Reasons to believe - Why should people believe this?- What is the supporting evidence?
Desired brand character
- What is the tone of voice?- How do we want people to feel about the brand after they’ve seen the advertising?
Key response - What do we want the prospect to do as a result of the advertising?- What beliefs, attitudes, opinions, behaviour do we want to change?
Mandatory inclusions - Logos - Taglines- Phone numbers - Call to actions.