WRITE PERSUASIVE COPY
Unit Code: BSBWRT501A
TOYOTA CAMRY HYBRID
CREATIVE BRIEF
(FOR ANALYSIS AND INTERPRETATION)
Prepared ...
Page 2 of 5
Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
WHAT IS THE PURPOSEOF ...
Page 3 of 5
Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
WHAT DO THEY CURRENTLY...
Page 4 of 5
Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
WHAT DO WE WANT OUTR T...
Page 5 of 5
Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
Upcoming SlideShare
Loading in …5
×

Toyota camry hybrid persuasive copy

834 views

Published on

Its a brief for advertising agency

Published in: Automotive, Technology
  • Be the first to comment

  • Be the first to like this

Toyota camry hybrid persuasive copy

  1. 1. WRITE PERSUASIVE COPY Unit Code: BSBWRT501A TOYOTA CAMRY HYBRID CREATIVE BRIEF (FOR ANALYSIS AND INTERPRETATION) Prepared by Mian Masood Ahmed Student No: 339668604 Presented to Ann Lawler ©Mian Masood Ahmed Student No: 339668604 Contact: 0416 648 255 Email: nextbyte@hotmail.com
  2. 2. Page 2 of 5 Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604 WHAT IS THE PURPOSEOF THIS BRIEF? To launch Toyota Camry Hybrid as No:1 choice for drivers in Australia.  To increase the current market share of Toyota Cars in Australia, particularly in the category of hybrid cars.  Plan promotional strategies for the year 2010 ( July till December 2010) WHAT IS THE COMMUNICATION OBJECTIVE? To position Toyota Camry Hybrid as the best option for Australian-Auto-Consumers. WHAT IS THE CORECONSUMER INSIGHT ON WHICH THE ADVERTISEMENT IS TO BE BASED? I am a family person who needs a car that fulfils the dreams of a happy family. I am very environmental conscious person and would love to have a car that is environmentally friendly but still has expected luxuries and comforts with a good value for money. WHO WE ARE LOOKING TO? Creative Target Audience: • Target: ‘Greenies’ • Men and women • Age: 35-55 • 2.5 kids • Commute to work • Green -recycle, reuse many home products, eat organic foods (Whole Foods or Trader Joe’s) • Very environmentally conscious • Purchase behavior is well thought out and conscious of the future • Up to date with new technology and innovations New Target Sages: • Age- 25-35 • Male and Female • Going through major changes in life. • Have their own first substantial disposable income. • Want to make a difference for the environment without making dramatic lifestyle changes.
  3. 3. Page 3 of 5 Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604 WHAT DO THEY CURRENTLY THINK/DO ABOUT THE CATEGORY? Think: Most car manufacturers offer similar features in the same category of Hybrids. Feel: I would prefer a car that has a good reputation for safety and offers state-of-the art features in terms of reliability, comfort and convenience. I would prefer a car that is eco-friendly and can answer my environmental concerns. Do: I would look for the cars in the nearby showrooms, browse the web for the dealers .............and see the adverts in magazines to get a picture what I am after and make up my .............mind to go for it. WHAT IS THE SINGLE MINDED CONSUMER PROMISE? 3 year or 160,000km* Factory Warranty  Bumper to bumper 3 year or 160,000km* Factory Warranty  Applies to all new Toyota Camry Hybrids.  Fully transferable to new owners inside the warranty period. Toyota promises genuine servicing by Toyota-trained-technicians using Advanced diagnosing technology and the right tool for the job and replacing the faulty part with Genuine Toyota parts and accessories if needed. WHAT IS THE BRAND PERSONALITY? - Innovative - Good value - No frills just a good car you can trust - Reliable -Easy to recognize because all Toyota dealerships are the same -Care for their customers Brand Promise: A car for your future WHAT IS THE TONE/FEEL?  Approachable, Serene, Reliable  Versatility , Comfort and Convenience  Safety & Reliability  State of the Art Design & Technology  Fresh & Aggressive Exterior Styling and Stunning Spacious Interior look with Heaps of New Technological Features
  4. 4. Page 4 of 5 Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604 WHAT DO WE WANT OUTR TARGET TO THINK /FEEL/DO AFTER WE COMMUNICATE WITH THEM Think: If I choose Camry Hybrid, it fulfils my family needs and there is still a lot to learn and. experiment new technologies it is using to promise versatility, comfort and .convenience. Feel: It sounds a great offer to me; I believe it’s a great value for money Do: I must check the local Toyota dealers tomorrow. CREATIVE CONSIDERATIONS Although Toyota is a well known and respected brand among Auto Consumers in Australia as well as around the world, but its new innovation in the product line needs special promotional treatment. To achieve the promotional goal the following budget is allocated Total Budget: 3.7 Million $500k for Producing TV commercials (Will be played on Metro TV, Cinema, foxtel, Web ) $200k for Producing Print Adverts (Billboards, Bus-stop Banners, Magazines, Web) $3m for Promotion TV commercial, Billboards, Bus-stop banners, Magazines, Web, Social Media ( facebook, MySpace, twitter) *Twitter and Facebook are paid for running adverts from Companies; it is cheap and reasonably effective way of advertising these days. The End
  5. 5. Page 5 of 5 Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604

×