Young Marketers Elite 2013 - Assignment 7.1 - Phu Cuong - Ngoc Tram


Published on

Published in: Lifestyle, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Young Marketers Elite 2013 - Assignment 7.1 - Phu Cuong - Ngoc Tram

  2. 2. COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA Brand Big Idea Communication Big Idea Campaign Big 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.
  3. 3. COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA - EXAMPLE Communication Big Idea Campaign/ Advertising Big Idea: Happiness Factory
  4. 4. 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. A campaign creative brief typically contains: DON’T 1. Stay focus 1. Has unclear or unfeasible objectives 2. Stay relevant 2. “Interesting” information but off brief 3. Be logical 3. Contain both comsumer fact & insight 4. Be credible 4. Has no reason to believe 5. Be Unambiguous 5. Has no clear deliverables 6. Jargon-free 6. Pushing deadlines 7. Be clear on budget 7. Be unclear who is signing off 8. Be colorful, interesting 1. Market & Brand Situation 2. The problem 3. Objective 4. Target audience 5. What we will communicate 6. Reason to believe 7. Channels 8. Brand essence & personality 9. Executional mandatories DO 8. Be prescriptive more than inspiring (Source: Writing Great Brief – Gino Borromeo) (Source: 1. Writing Great Brief – Gino Borromeo, 2.Unilever) CAMPAIGN CREATIVE BRIEF TO WRITE AN EFFECTIVE CAMPAIGN CREATIVE BRIEF
  5. 5. EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE THE HUSH PUPPIES The Hush Puppies is a lifestyle brand that provides shoes, eyewear, watches and clothing for both men and women Criteria Detail Effectiveness 1. Market and Brand Situation 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 to constantly 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 2. Problem Low Brand awareness and Low sale in compare with the high-quality products Define clear challenges that need to be overcomed 3. Objective New campaign to increase brand awareness and demand of the Hush Puppies shoes. Clear objectives to meet the expectation of the brand 4. Target Audience 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
  6. 6. EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE 5. What we will communicate Shoes made as per your lifestyle and choices Clear message that easy to understand for both agency and consumers 6. RTB 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 7. Channels In-store & Outdoor Advertising, Magazines Advertisement and Social Network Advertisements List out the most effective channels to conduct campaign 8. Brand essence & personalities Trustworthy, Comfortable, Durable, Modern, Innovative Define exact keywords that stand for the brand 9. Executional Mandatories 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