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  • 1. Efes Charity  ‐Against Excessive Alcohol Consump9on‐  Crea9ve Development Brief Team: Turkey Prepared by: Selda Celik, Zeynep Erkan Wednesday, 21 July 2010
  • 2. Mood board responsibility fun enjoyment transparency  me ! Involve Wednesday, 21 July 2010
  • 3. Background Facts: Alcohol consump8on among youngsters    Government pressure Idea:  Excessive consump8on among youngsters endangers the society health and the beer image.  As one of the biggest players, we have to save the society and beer industry image via developing  a charity Charity fund sharing: • crea8ng public sense toward excessive drinking  • educa8ng poten8al young people about responsible drinking • building rehab centres for alcoholism problem with a brand new approach Challenge: Reachin g the  ! target audience w ithout  conflic9ng with th Chari9es = old +cold beer idea itself.  e  Wednesday, 21 July 2010
  • 4. Communica9on Objec9ves To prevent excessive alcohol consump8on among younger genera8ons  by  crea8ng awareness about the excessive alcohol consump8on  provoking people to join our charity to spread out and establish the  responsible drinking idea. Consumers CORE=Young people below age of 25 •  Independent •  Self Confident SECONDARILY=Whole society  •  Lively males and females Wednesday, 21 July 2010
  • 5. Proposi9on “It was my birthday but  I do not remember  “Fuck! I do not remember  a?er 01.00 am who  that beau3ful girl`s phone  blow the candles!” number, I was so drunk  last night!” People lose the key moments in their life due to over alcohol consump3on Transparen Communica9on code cy trend Fun Agita8ng Too emo8onal Enjoyment Youniverse  Deduc8ve Socializing approach Differen8a8on point Responsibility,  socializin g,  enjoyment  and  fun  in the same basket Not losing  the  moments of  real fun and  Wednesday, 21 July 2010
  • 6. Reason to Believe beer fun socializing enjoyment Our charity fun socializing enjoyment Wednesday, 21 July 2010
  • 7. Brand Personality Young independent smart funny self confident Tone of Voice Sincere Relax (free from p ressure Invi8ng funny Wednesday, 21 July 2010
  • 8. Deliverables • Brand Iden8ty (Name of the charity, logo, look and feel guideline) • 360 campaign Time & Budget • 1st idea sharing by 1st of September 2010 • Project on air by 1st of January 2011 • Crea8ve + produc8on budget: 500.000 Euro Wednesday, 21 July 2010