young marketers elite 2013 - assignment 7.1 - phu cuong - ngoc tram
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ASSIGNMENT 7.1 BRAND COMMUNICATION
NGUYEN PHU CUONG & NGUYEN NGOC TRAM
COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA
Brand Big Idea
Communication Big Idea
CampaignBig Idea
Brand Big Idea is Brand Essence taken from brandkey – the shape of brand promise to provide specific need/ want/ dream of target customers.
Communication Big Idea is the translation of Brand Big Idea into consumer language. It’s the central of every element of a brand communication.
Campaign Big Idea is the single minded creative idea for a campaign – the end product of the creative process – that applied in all executions over a defined period of time with objective driven.
COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA - EXAMPLE
Communication Big Idea
Campaign/ Advertising Big Idea: Happiness Factory
EFFECTIVE CAMPAIGN CREATIVE BRIEF
CAMPAIGN CREATIVE BRIEF is the creative brief for the Campaign idea which is
developed with the lead Brand Agency and includes initial “must-have” channels to meet
the objectives.
(Source: 1. Writing Great Brief – Gino Borromeo, 2.Unilever)
CA
MPA
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CR
EATIV
E B
RIE
F
A campaign creative brief typically contains:
1. Market & Brand Situation2. The problem3. Objective4. Target audience5. What we will communicate6. Reason to believe7. Channels8. Brand essence &
personality9. Executional mandatories
(Source: Writing Great Brief – Gino Borromeo)
TO WRITE AN EFFECTIVE CAMPAIGN CREATIVE
BRIEF
DO1. Stay focus
2. Stay relevant
3. Be logical
4. Be credible
5. Be Unambiguous
6. Jargon-free
7. Be clear on budget
8. Be colorful, interesting
DON’T1. Has unclear or unfeasible objectives
2. “Interesting” information but off
brief
3. Contain both comsumer fact &
insight
4. Has no reason to believe
5. Has no clear deliverables
6. Pushing deadlines
7. Be unclear who is signing off
8. Be prescriptive more than inspiring
EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE
THE HUSH PUPPIESThe Hush Puppies is a lifestyle brand that provides shoes, eyewear,
watches and clothing for both men and women
1. Market and Brand Situation
2. Problem
3. Objective
4. Target Audience
Hush Puppies history is rooted in innovation from inventing the first truly casual shoes to developing technologies that make the shoes more comfortable, lightweight and worry free. The brand strives toconstantly evolve Hush Puppies world renowned comfort, bringing customers the most advanced technologies available in footwear today. The project consists in developing an advertising marketing campaign of the Hush Puppies shoes that provide comfort and relaxation just by wearing them, because these characteristics are invaluable and enables them to find one more reason to relax.
Detailed description about Brands, what’s the mission
and vision
Low Brand awareness and Low sale in compare with the high-quality products
Define clear challenges that need to be overcomed
New campaign to increase brand awareness and demand of the Hush Puppies shoes.
Clear objectives to meet the expectation of the brand
Males and Females between 20 - 40 years where the audience should be belonging to Class A, Class B and chunk of Class C whose rate of life requires: comfort,
functionality and style. People wearing these shoes should need to feel natural, relaxed, authentic, with a young spirit, free, simple and healthy.
Included demographics and U&A, what TA’s needs
EffectivenessDetailCriteria
EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE
5. What we will
communicate
6. RTB
7. Channels
8. Brand essence &
personalities
9. Executional Mandatories
Shoes made as per your lifestyle and choicesClear message that easy to understand for both agency
and consumers
Stain and scuff resistant WorryFreeSuede, or the newest exclusive technology, WaveReflex featuring extreme flexibility and technologies like Zero G, Bounce, etc.
Hush Puppies strives to provide benefits that enables to find one more reason to relax.
· Dual-density foam footed with contoured arch for better grip and elegant shoe designs.
· Hand-stitched and Environmental aware products.
Strong RTB with certified & modern technology
In-store & Outdoor Advertising, Magazines Advertisement and Social Network Advertisements
List out the most effective channels to conduct
campaign
Trustworthy, Comfortable, Durable, Modern, InnovativeDefine exact keywords that
stand for the brand
Hush Puppies Logo, Real Product Image, Attention drawing Text or TagLines, Price and Technology(s),
Values and Benefits, Availability (retailers, online & physical stores), Company Website
Clear detail that easy to follow
10. Budget 200.000 USD Clear on budget