Creative Brief

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Creative Brief

  1. 1. Marketing background Competitive frame Product Advertising/ Communication objectives Target audience (consumer insight) Promise (consumer benefit) Tone and manner Proposition CLIENT BRIEF
  2. 2. Marketing background Category condition Main competitor Purchasing behavior New player New behavior New trend New challenges
  3. 3. Competitive frame <ul><li>New movement </li></ul><ul><li>New communication </li></ul><ul><li>New proposition </li></ul>
  4. 4. PRODUCT <ul><li>Physical appearance </li></ul><ul><li>Main feature </li></ul><ul><li>Main benefit </li></ul><ul><li>USP </li></ul><ul><li>Pricing </li></ul><ul><li>Brand essence </li></ul>
  5. 5. Communication objectives <ul><li>Launching </li></ul><ul><li>Retention </li></ul><ul><li>Trial </li></ul><ul><li>Relaunching </li></ul><ul><li>Promote new habit </li></ul><ul><li>Stimulate action </li></ul><ul><li>Promote new feature </li></ul><ul><li>Strengthening image </li></ul>
  6. 6. Consumer <ul><li>Who </li></ul><ul><li>Consumer insight </li></ul><ul><li>Psychographic </li></ul><ul><li>Consumer architecture </li></ul>
  7. 7. Tone and manner- karakter penyampaian <ul><li>Hype </li></ul><ul><li>Massive </li></ul><ul><li>Celebration </li></ul><ul><li>Grande </li></ul><ul><li>Personal </li></ul><ul><li>Strong emotional bonding </li></ul><ul><li>Hilarious </li></ul>
  8. 8. Personality <ul><li>Macho </li></ul><ul><li>New urban </li></ul><ul><li>Metrosexual </li></ul><ul><li>Ultra modern </li></ul><ul><li>Smart traditional </li></ul><ul><li>Avant garde gaya baru berani </li></ul><ul><li>Smart conventional terstruktur </li></ul>
  9. 9. Proposition <ul><li>Sebuah statement penting merangkum keseluruhan penjelasan ttg produk </li></ul><ul><li>Dibuat sefokus mungkin </li></ul><ul><li>Kalimat mewakili essence! </li></ul>

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