CONTENT• CLIENTELE• Background• Company Profile• CREATIVE BRIEF• Background• Objectives• Target Audience• Proposition/Message• Premise/Permission to Believe• Tone of Voice• Brand Value/Characteristics• Media/Advertising Requirements• Mandatories• EXECUTION• Behind the Scenes• Press (Magazine)• Press (Newspaper)• Outdoor Poster (Billboard)• 30” TVC• 15” TVC
CLIENTELE• BACKGROUND• In 2011, Incidents of cyber crime in Malaysiain 2011 jumped by 70% from 2009.• A study (Norton Cybercrime Report) showedthat up to 83% of Internet users in Malaysiahave been victimized.• Of all the cases reported, the majority ofthe cases reported involved online fraud.• The crimes include computer viruses, onlinecredit card fraud and identity theft.• Behavior such as downloading files, openpeople up to additional security threats.
CLIENTELE• BACKGROUND• SpoofingFraud by syndicates using mobile phones calls/SMSand impersonating Banking personnel withinstructions to make Transfers via ATM or online tounsuspecting victims• PhishingA way of attempting to acquire information such asusernames, passwords, and credit card details bymasquerading as a trustworthy entity in an electroniccommunication leading to Identity Theft and Onlinetheft• Love ScamsVictims would befriend strangers through chats ononline social websites and are sweet-talked intopaying for parcels allegedly containing precious giftsfor them• Online PurchasesFraudulent websites/individuals selling items onlineand transfers of payments via localized bankaccounts – goods do not appear after paymentsmade and suspects also disappears
CLIENTELE• COMPANY PROFILEPolis DiRaja Malaysia (PDRM) is a part ofthe security forces structure in Malaysia.The force is a centralized organizationwith responsibilities ranging from trafficcontrol to intelligence gathering. Itsheadquarters is located at BukitAman, Kuala Lumpur.
CREATIVEBRIEF• BACKGROUND• The PDRM Cybercrime public awarenesscampaign is designed to increase awareness ofthe various of cybercrimes identified in Malaysiaand to curb the increase of the criminal activitiesvia a sustained spread of information and alertsnationwide.• OBJECTIVES• To highlight the reality of these criminalactivities and educate internet users of howto be “ street smart “ when using the net,both individuals and Corporations.• TARGET AUDIENCE• Primary: Young Internet Users; aged between18-25• Secondary: Internet Users all over Malaysia; allages, races and locations
CREATIVEBRIEF• PROPOSITION/MESSAGE• Via a targeted communication and a selectivemedia campaign, the message is expected toreach all active internet users in Malaysia.• PREMISE/PERMISSION TO BELIEVE• PDRM strongly believes that there is a now aserious need to educate people to take simplesteps to protect themselves from beingcheated on the online space, and PDRM willdo everything it can, to stop computer crime.• TONE OF VOICE• Modern/innovative, merry/playful, informative/instructional, reliable/trustworthy, proactive/empowering
CREATIVEBRIEF• BRAND VALUE/CHARACTERISTICS• As a part of the security forces inMalaysia, PDRM is responsible to giveassistance in the protection of life andproperty.• MEDIA/ADVERTISING REQUIREMENTS• 1 (one) series of Print Ad (magazine + press); 1 (one) Television Commercial (15” cut-down + 30”); 1 (one) Billboard Ad• MANDATORIES• PDRM sign-off and referral to website
EXECUTION• THEME: Spoofing• APPROACH: Art and Craft• CONCEPT• Wolf in Sheep’s ClothingIt is an idiom of Biblical Origin, used of those playinga role contrary to their real character, with whomcontact is dangerous• ReferencesCatholic Lane. (n.d.). Wolf in sheep’s clothing[Image]. Retrieved fromhttp://catholiclane.com/masquerades-in-the-news/wolf-in-sheeps-clothing/
EXECUTION• COPY1. MAGAZINE & BILLBOARD“THERE IS BLUFF UNDER THAT BLUFF”Reason:• Magazine is read by limited audiences; withcertain ages, genders, races and cultures.Therefore, the copy is addressed to the specifictarget market, which is young adults.• Billboard is presented to passing pedestrians anddrivers. Therefore, the copy is designed to catch apersons attention and create a memorableimpression very quickly, leaving the readerthinking about the advertisement after they havedriven past it.2. NEWSPAPER & TVC“DON’T BE THAT SHEEP”Reason:• Newspaper and TVC is read and watched by wideraudiences; with varying ages, genders, races andcultures. Therefore, the copy needs to be simplerand easier to understand.