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Young marketer elite 2013 assignment 7.1 - thien an & hoang lan


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Young marketer elite 2013 assignment 7.1 - thien an & hoang lan

  2. 2. BRAND COMMUNICATION BIG IDEA Communication brand idea is the translation of BRAND IDEA into CONSUMER Brand big Idea Creative brief Consists of: BRAND COM. BIG IDEA LANGUAGE. Communication brand Idea is the platform for all advertising Idea. in provocative that which the customer must realize in order for you to achieve a specific behavior that is favorable to your brand. NAKED IDEA It’s the creative concept that defines each execution regardless of the medium. KEY COPY WORDS a sort of post it note that links the brand name and benefit CUSTOMER LANGUAGE in the brand’s communication CORE DRAMATIZATION to strike a responsive chord
  3. 3. MASTERCARD BRAND COMMUNICATION BIG IDEA “PRICELESS” NAKED IDEA The contrast between everything you can buy with MasterCard with that one priceless moment that money cannot buy KEY COPY WORDS “There are some things money can’t buy, for everything else there’s MasterCard,” which were recently changed to “That’s MasterCard. That’s Priceless.” CORE DRAMATIZATION Shows the contrast of a purchase with the priceless moment
  4. 4. ADVERTISING BIG IDEA This is PRICELESS TVTM for a specific execution TEE BOX THE TURN Four regular golfers are so thrilled to be playing TPC Sawgrass they actually envision themselves as Tom Watson, Ian Poulter, Graeme McDowell and Brandt Snedeker. After 9 holes at TPC Sawgrass, four regular golfers feel so special they literally imagine themselves as Tom Watson, Ian Poulter, Graeme McDowell and Brandt Snedeker A TASTING OF NEW YORK CITY Experience the magic of New York City on a night like no other. From The Modern, to Jimmy and Center Bar, enjoy wonderful food ... WINING AND DINING AT LE BERNARDIN BOULEY TEST KITCHEN Eric Ripert's Le Bernardin is one of New York City's most honored establishments. But the chef's food isn't the only star in this video... One of New York's most celebrated chefs, David Bouley delights diners at his namesake TriBeCa restaurant. Get a rare peek inside...
  5. 5. A CREATIVE BRIEF is an authentic short story to INSPIRE creative imagination. A CAMPAIGN CREATIVE BRIEF is an authentic short story to INSPIRE creative imagination to translate communication brand Idea in to Advertising Idea. A GOOD BRIEF should BE BRIEF, NOT LONG Informative Effective Creative Brief Insightful Well Argued Background Marketing objective Campaign / advertising objective Target Audience Brand positioning Competitor Key message/Desire response Tone/Manner KPI Budget Timing Mandatories
  6. 6. Background The South Australian Fishermans Co-Operative Limited (S.A.F.C.O.L.) was founded in 1945 by a group of South Australian Fishermen to sell their catch; the first of its kind in Australia. This connection with the craft and the catch has been constant throughout our history. Today, Safcol continues to manage the thriving South Australian Fish Market and is a diversified consumer products group, marketing its products across the Australian Retail Market in supermarkets and other speciality stores. Safcol is one of the world’s major suppliers of fresh, packaged and frozen seafood. We are respected for our philosophy of sustainability and our guarantee of quality. We have over 50 years experience, from traditional beginnings to the operation of fleets and plants around the world. We can supply virtually every type of seafood, fresh or frozen. Safcol services a wider market than most other suppliers of quality seafood: Australia, New Zealand, Singapore, Hong Kong, China, Thailand, Malaysia, Greece, the Middle East, Slovenia, Chile, Canada and the USA. Safcol has built a loyal following of discerning customers. We continually develop new products and meet government standards in all markets. Marketing objective: Increase sales of SAFCOL canned tuna product by 11% during caoang period Increase SAFCOL’s market share in canned tuna category by 4% Campaign / advertising objective: Increase perception of SAFCO canned tuna as the healthiest choice for my famaly by 35% in the target audience. Increase perception that SAFCOL canned tuna is the best quality product in its category by 25% in thee target audience Target Audience Female grocery buyers, 25-45, in metropolitan Sydney Brand positioning: To female grocery buyers we offer the best quality and healthiest product as we are the sea food expert and SAFCOL is the only tuna canned fresh and never frozen. Competitor Greenseas, John West, Seakist Key message SAFCO Tuna serve flavor straight from the sea Tone/Manner Informative, bright, contemporary, ennticing Desire Mediums TVC, Print (Magazine), radio, online banner, electronic direct mail Budget $2.000.000 Timing Jan-Mar 2014 Mandatories SAFCOL logo, online links (company website & social media), package shot, product shot.