Post on 29-Nov-2014
description
transcript
ASSIGNMENT 7.1 - BRAND COMMUNICATION
Brand Big IdeaBrand vision / mission,
positioning
Communication Big Idea
Communication ideas are interpretation from the brand big idea into a story how consumers actually see and feel about the brand.
Advertising ideas are the relatively high-level executional ideas that lie behind long-term above-the-line campaigns: the ‘golden thread’. They might be a clever thought, or a character, or a relationship – fitting specific context (time, place and conditions…)
AdvertisingBig
Idea
Communication Big Idea
Consumer Language Executional Context
Brand Essence CommunicationBig Idea
Media Execution
AdvertisingBig Idea
Communication Big Idea
BrandBig Idea
Boost energy to exceed the
limits
Communication Big Idea
Explosive energy -
Breakthrough experience
AdvertisingIdea
2011 – Turn on your power with Sting
AdvertisingIdea
2013 – Energetic journey
Example
Creative Brief definition
Business Solution
Consumer need
A blue print – a source of inspiration, detailing the objectives, message of utility, target,
the context in which we engage, timing and budget
THE WHAT – WHO – WHERE - WHEN
Proposition
Business objectiveMarketing objectiveAdvertising objective
Single minded message Target Audience
One KEY INSIGHT
Desired action response
Approach
MandatoryReason to
BelieveHow do
consumer participate?
What keeps the
conversation going?
Creative Brief format
THE PROBLEM
Timing - Budget
Creative Brief Requirements
S U C C E S SSingle-minded Unexpected Concrete Credible Emotional Specific So what?
Written format – Verbal presentationBrevity - Clarity
Opens more doors than it closes
Compelling language
Business Objective Opening Vietnam’s hand satilizer market
Marketing Objective I already have product & I want to communicate with consumer that they should use hand wash liquid
Advertising Objective Communicate that germ is everywhere & people should use hand wash liquid to make sure they are protected from germs , special youth who act outside
Target Audience Youth , urban , from 18 – 30 , active and often act outside.
Effectively kill gems to keep your hands satilized
Current behaviorI don’t care about how dirt / how much germs it is
when I work outside , I even don’t think about I can get sick from it
Expected behaviorGerms everywhere and I have to care about it
because it’s good for my health
I am afraid of gems BUT I can’t see gems, and can’t feel the need of hand satilizing every where
INSIGHT
Message : Keep your hand always clean to protect you from germs , germs are everywhere and it’s not good for you
Approach
MandatoryReason to
BelieveHow do
consumer participate?
What keeps the
conversation going?
Greengross hand wash liquid give you convinience
& satilize 99% immediately
TVC and Print ad, as well as editorials,
highlighting the danger of gems
and its existence everywhere
Receive the information and
take action to protect
themselves
The trendy topic of staying cleaned
in this polluted daily life