This creative brief outlines a campaign for the Belarusian classified ads website Kufar. Kufar aims to address issues of isolation among elderly citizens and a lack of intergenerational solidarity in Belarus. The proposed campaign would launch a "Retro Market" section on Kufar to help elderly users sell vintage items and share their stories online. It would also organize an inaugural Retro Festival event bringing together elderly and young Belarusians to buy, sell and socialize. The goals are to engage at least 50,000 users in the Retro Market and attract 20,000 guests to the festival, while increasing Kufar's brand awareness among Belarusians.

1. Creative Brief Page 1
Name
COMPANY BACKGROUND
Site Info and History Kufar is Belarus’s largest classified adverts website with 250,000 unique daily visitors
and claims a market leadership position four times as big as its nearest competitor.
The company provides a market place for people to buy or sell all sorts of things. The
website has 13 main sections that customers can browse through, including: Motors,
Farming, House & DIY, Sport & Hobbies, Electronics, Clothes & Lifestyle and Baby &
Kids Stuff.
Kufar – the third Belarusian site. In the month about 1,000,000 people visit Kufar.
More than 20,000 new classified ads are being published everyday.
Using Big Data we can find more than 100,000 elder and more than 500,000
youngsters on Kufar.
Brand’s Mission Core Values Empowering people in their daily life.
We believe that the secret to our continued success lies in understanding, truly
understanding, the future needs of our customers – all the millions of people that use
our various services every day.
This means that we need to know what kind of tools and services people really want
and need to make their life easier.
This is equally true for companies that advertise in our media and channels, and
partner with us in other ways: we want to empower them through our products and
services.
To really do this we need to embrace and understand their challenges and strive to
offer them flexible solutions. We express those ambitions in our mission "Empowering
people in their daily life" and vision "Shaping the media of tomorrow. Today". This
guides everything we do from our R&D, to new business ventures, recruitment policy
and running our everyday business.
CURRENT SITUATION
Background of the problem Client: United Nations Population Fund.
Context: In the Republic of Belarus share of people aged 65+ and over in 2014 made
14%, and in 2050 will make 28%.
Problem:
• Self-identification of elder person as useless and not-needed in Belarus.
Accepting this stereotype is dangerous for themselves: they live less, they
stay alone.
• The lack of solidarity between generations: weak social relationships, no
respect between generations, strong stereotypes.
• €110 - extremely low average pension in Belarus in 2016 lead to low social
activity.
Target groups Target groups:
• Elder people (f/m; 55+; all Belarus)
• Generation gap audience (f/m; 15-35; all Belarus)
Target Insight Insight:
Elder people: “I’ve lost in modern world. They use the Internet, sites, apps… Our world
is changing so fast. My hobbies, achievements and favorite things are not interesting
for next generations.”
Young people: “I think we have nothing in common. And it is normal. We say: mind the
gap.”

2. Creative Brief Page 2
MARKET COMPETITION
Idea The Solution:
1) The new section with retro things opens in Kufar. We contact with elder people and
help them to upload nice photo. We also teach them how to write description for an ad,
because every thing has own history. Cool retro things with stories are much more
interesting for young generation!
2) Kufar organizes First Retro Festival in Belarus (event). We invite all elder people and
youngsters to meet together, sell or buy their things or services and spend time
together. Here you can find cool vinyl player or hand-made sweater! Here you can find
cloth and accessories, jewelry and household goods, designed furniture and vintage
home furnishings, rare souvenirs and street food.
Benefits For elder people:
1) The ability to feel necessary and useful in the modern world.
2) We teach them how to use Kufar (upload photos, write description, etc.). Now they
have a place for buying / selling ads, community feel. They can discuss things,
comment and like them. All stories of people will be necessary for someone else!
3) They can earn money for themselves.
For generation gap audience:
1) They can find things with an interesting history. This is more than just an antique.
2) Feel proud of grandparents in Belarus. Our grannies are really cool!
For Kufar:
1) «Opening» new category. 2) Reinforcing Brand values, increasing overall brand
equity.
3) Opening a new opportunity for online engagement with Kufar.
CAMPAIGN DETAILS
Campaign Task Create advertising campaign for Retro Market.
(both online and offline).
Organize First Retro Festival (BTL-event) in Belarus.
Create a Brandbook for Retro Festival.
Content Message Simple message: «Ageing can be funny and interesting».
Tone of voice: cool, funny, intriguing, entertaining, respectful.
Goals At least 50.000 Retro ads on Kufar
20.000 guests of Retro Festival
Kufar Top of Mind 40% (now 34%).
CAMPAIGN GOAL
Goals At least 50.000 Retro ads on Kufar.
20.000 guests of Retro Festival.
MARKET COMPETITION CURRENT POSITION COMPETITORS AIMED POSITION
Top of Mind 34% 30% 40%
Weekly Visit 4.500.000 2.000.000 5.500.000
TIMELINE AND DELIVERABLES
Deadline for Proposal Submission 27.06.2016
Agency Presentation Day 27.06.2016