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.