2. General Information
• Type of product or service:
– Car
• Brand:
– Toyota Camry
• Campaign name:
– The One and Only
3. Creative Briefing
Target Audience:
• From young adults
to middle-aged
adults
Desired
Positioning:
• A car for hanging
out with friends,
with the family, for
long trips, etc.
Key Promise or
Benefit:
• The new version will
surprise
Communication
tone:
• Emotional
4. Message Analysis
What does it says?
• This car can make you go wherever you want, for whichever occasion.
How is it said?
• Using a popular actor of South Korea, Lee Min Ho, making a mini drama when using the car.
Whomisitaddressedto?
• From young people to middle-aged people.
When is it said?
• On a very sunny day.
Whereisitsaid?
• All over Los Angeles, California.