NGUYEN BICH VAN

What is Brand Communications Big Idea? What is Campaign/Advertising Big Idea?

Brand idea

Communicationidea

Adidea

To communicateWHAT

To communicateHOW Cuộc chiến tập đi.

(kid learn to walk)

DEFINITION EXAMPLE

Calcium is the priority among nutrients for kid 0 - 3 years old.

Calcium porridge KOMI

What is an effective Campaign Creative Brief?

Direction

Inspiration

gOodCampaign Creative Brief Visual

Verbal

MARKET & BRAND SITUATIONTHE PROBLEM

OBJECTIVETARGET AUDIENCE

WHAT WE WILL COMMUNICATEREASONS TO BELIEVE

CHANNELSBRAND ESSENCE & PERSONALITY

EXECUTIONAL MANDATORIES

Detail & Helpful & Clear Set up the problem that campaign need to solve

A campaign brief typically contains:

Make It Short but Excited Actionable & SpecificPeople not statistics

Clear & ConciseTrue

State the problem, don’t prescribe the solution

Express by “From to” in a specific way

Generic but informativeConsistent

Not a laundry list

The target in relation to your brand or category

State what we want the campaign to communicate

Support what is being communicated

Not be prescriptive about specific touchpoints to useState how our brand behaves to keep consistency

Stick only to the real non-negotiables

What is it? How should it be? What should it do?

MARKET & BRAND SITUATIONTHE PROBLEM

OBJECTIVETARGET AUDIENCE

WHAT WE WILL COMMUNICATEREASONS TO BELIEVE

CHANNELSBRAND ESSENCE & PERSONALITY

EXECUTIONAL MANDATORIES

Not many competitors & Komi is still a new brand.

Example: Calcium porridge KOMI

Calcium porridge is not well positioning in consumer mind. From “new & normal porridge brand” to “Healthy & trustable porridge brand”.

Mom with kid 0 - 3 years old.Raise the urge of using porridge has calcium right now.Komi porridge has calcium inside & 0 - 3 is the age of building bones.

POSM, TVC or any Creative channels that Mom can hear & see everyday.Provide a trustable convenient solution for mom.No mandatories

“Cháo Komi có canxi, giúp xương chắc khỏe”