The document outlines guidelines for developing an effective creative brief. It discusses that the brief should define the product or service, problem/challenge, role of communication, target audience, insights, cultural trends, category conventions to challenge, driving brand idea, context, and metrics. The brief is meant to be a blueprint that outlines the objectives, audience, message, and context to guide the creative development. Examples are provided of how creative ideas have been derived from different elements of the brief, such as the target audience definition or driving brand idea.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Creative Brief - Kit Kat Valentine Campaign 2017William Do
November 2016
Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience
The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth.
Please if you have any questions or would like to request a presentation, feel free to contact me.
email: wd.williamdo@gmail.com
skype: do.william
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Creative Brief - Kit Kat Valentine Campaign 2017William Do
November 2016
Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience
The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth.
Please if you have any questions or would like to request a presentation, feel free to contact me.
email: wd.williamdo@gmail.com
skype: do.william
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
John Miziolek, President and CEO of Reset Branding delivered a speech at the CMA Creative Conference and this was the presentation. John talked about how the process of briefing an agency and the relationship between the agency and client has to change.
The design brief itself was a target of John's speech as he related the design brief template to a last will and testament where the outcome is predictable.
John is a strategic design and branding professional with more than 20 years of experience. He leads Toronto branding company Reset Branding, is co-founder of The D Event and developed the Next Gen Designers initiative. He has been featured in USA Today, written countless industry articles and believes passionately about the business value of design.
Let Me Be Brief - Starter's Guide to developing a Creative BriefPamela Von Lehmden
I developed this for an in-house marketing team to help them get on the same page -- quite literally. It covers the basics on how and why we use a creative brief. I cover the off on the 7 core inputs to any creative or marketing brief. Perfect for those studying or entering the creative sector.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup
AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media
This presentation covers:
- How culture shifts are forcing a shift in the marketing practice
- How entrepreneurs must approach their markets
- Some free tools for engaging with your customers
Presentation to first year students of Columbia University's GSB on February 18, 2008 that covers some common advertising pitfalls, brand building principles, and ESPN case studies. Make sure you click the middle of the slides for hyperlinks to videos. (Mostly in full image slides)
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
Sales and Marketing Summit (Tech Connect Live) - RDS Dublin 2016 - Mainstage Presentation:
In this presentation we examine the pitfalls of digital
marketing and how it’s easy to forget that essentially
marketing communication is about how people interact
with products emotionally. In the race to tick a list of
required channels and create ‘sharable content’, many
brands are still forgetting that the principles of branding
still apply
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
John Miziolek, President and CEO of Reset Branding delivered a speech at the CMA Creative Conference and this was the presentation. John talked about how the process of briefing an agency and the relationship between the agency and client has to change.
The design brief itself was a target of John's speech as he related the design brief template to a last will and testament where the outcome is predictable.
John is a strategic design and branding professional with more than 20 years of experience. He leads Toronto branding company Reset Branding, is co-founder of The D Event and developed the Next Gen Designers initiative. He has been featured in USA Today, written countless industry articles and believes passionately about the business value of design.
Let Me Be Brief - Starter's Guide to developing a Creative BriefPamela Von Lehmden
I developed this for an in-house marketing team to help them get on the same page -- quite literally. It covers the basics on how and why we use a creative brief. I cover the off on the 7 core inputs to any creative or marketing brief. Perfect for those studying or entering the creative sector.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup
AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media
This presentation covers:
- How culture shifts are forcing a shift in the marketing practice
- How entrepreneurs must approach their markets
- Some free tools for engaging with your customers
Presentation to first year students of Columbia University's GSB on February 18, 2008 that covers some common advertising pitfalls, brand building principles, and ESPN case studies. Make sure you click the middle of the slides for hyperlinks to videos. (Mostly in full image slides)
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
Sales and Marketing Summit (Tech Connect Live) - RDS Dublin 2016 - Mainstage Presentation:
In this presentation we examine the pitfalls of digital
marketing and how it’s easy to forget that essentially
marketing communication is about how people interact
with products emotionally. In the race to tick a list of
required channels and create ‘sharable content’, many
brands are still forgetting that the principles of branding
still apply
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Thirty thoughts on current social media best practice, trends and challenges for not-for-profit organisations, from discussions between some of the UK's foremost charities at the Social by the Sea conference.
Marketing and propaganda are not two subjects from separate books. There is a huge overlap.
All marketing is not propaganda and all propaganda is not marketing. Propaganda is a technique of doing marketing.
Let’s define these concepts before we talk about the differences, overlaps and where you stand.
https://stephenrtaylor.co.uk/how-propaganda-works-for-businesses-by-stephen-taylor/
Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.
What are the benefits of a brand strategy and why should you care? This presentation look at what some leading minds in branding have to say about this, and why it matters to institutions within education. It also provides an overview of how social media fits into the branding equation and some current examples of good branding on the web. Presented by Doug Gapinski, mStoner, and Patricia Vandenberg, Executive Director of Communications and Strategic Initiatives, Mount Holyoke, at CASE I in Boston, MA, January 2010.
Social Media for the Freelance Soul was a presentation given at The Digital Arts Experience in White Plains, New York. The presentation focused on leveraging social media platforms and utilizing specific techniques to help freelancers and solopreneurs launch their businesses, get more clients and properly brand themselves, their products and their services.
Last week I had the pleasure of attending the Social Fresh conference in Tampa, Florida (they have a West Coast version coming up this summer – check it out!). Besides basking in the Florida sunshine, the conference had a tremendous amount to offer. With 300 attendees and a range of presenters, including Chris Brogan, Ted Rubin, Jay Baer and more, my mind was literally exploding at the incredible social insights shared over this two-day event.
Using Social Media to help drive real success for a non-profit is more than just blogging occasionally, setting up the Twitter account and the Facebook group. But, on the other hand, you also don't have to turn your entire Web strategy into a real-time content feed in order to benefit either. Learning how to balance the buzz and benefits is an extraordinarily important challenge for marketing in 2010. Michael and I are looking forward to seeing you all on Saturday. And, we're hopeful that the 90 Day plan included in this deck is helpful for guiding your Social Media Marketing Process,
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
The difference between PR and advertising. Helping students decide.edward boches
A simplistic overview of the difference between PR and advertising and the ways in which the two are actually bleeding into each other's territory. Presentation for freshman and sophomores at BU's College of Communication.
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digita...edward boches
Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Courage, Creativity, Collaboration: How to Succeed in the new PR and Media La...edward boches
Talk I gave to Council of PR Firms Boston event on October 3, 2013. Full text can be found on my blog.
Cover image downloaded from: http://www.hdwallpapersbank.com/red-bull-stratos-hd-wallpapers/
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
4. You have been
Looking at lots of work
Exploring annuals and online sources
Evaluating good and bad work
Collecting sources of inspiration
Thinking about what we’ve been talking about in class
Preparing for the real event
Thursday, January 31, 13
5. Questions
What do you need to do and know to create great
advertising?
Thursday, January 31, 13
6. Your product: The magic is often in the product.
Client’s business: Chance favors the prepared mind.
The customer: The path to relevance starts here.
A tight strategy: Small rooms discipline the mind.
Thursday, January 31, 13
7. What is strategy/brief?
Why is it important to the creative development?
Where can the strategy come from?
What are the elements that comprise the brief?
What questions do we have to answer?
What are the biggest mistakes?
Thursday, January 31, 13
8. What is the creative brief?
It is a blue print, a guide, even a source of inspiration. It details our
objectives, audience/community, message or utility, the context in
which we’ll engage, timing and budget. In short, the what, who,
where, when.
Thursday, January 31, 13
9. The brief is the what we are doing. The creative is the how.
Thursday, January 31, 13
16. Product or Service:
What is the product you are advertising? Where is it sold? What is its
status in the marketplace?
Thursday, January 31, 13
17. Problem/Challenge Snapshot:
What is the problem you are trying to solve or the challenge you need to
overcome. Describe in a few sentences. Need to introduce a new
product and get attention. Want to leverage a new feature to drive trial.
Want to reposition a product so that a new user will consider it. Want to
get current users to consume more. Etc.
Thursday, January 31, 13
18. Role of communication:
Is it awareness, trial, to drive traffic? Is it to connect at the moment of
purchase? Is it to earn market share, change opinion, or capture data?
What action are you striving to inspire?
Thursday, January 31, 13
19. Target audience/community:
With whom are you engaging? Demographic – age, sex, income,
marital status. Psychographic – interests, aspirations, lifestyle, habits,
tech-savvy, other.
Thursday, January 31, 13
20. *Current beliefs:
What do they think about our brand now?
Desired beliefs (or outcome or action):
What do you want them to believe or to do? Do we need to change
perception, opinion, frame of reference?
Thursday, January 31, 13
21. *Insight that reveals how we can motivate them:
What insight do you have that you believe will motivate them to take the
action we desire? Is there a frustration, aspiration, related life need,
emotional connection or shared belief you can tap into and leverage?
Thursday, January 31, 13
22. Relevant topical cultural trend or tension:
Under this subhead answer the question: What is happening culturally that
might be useful to consider. For example, concern about the economy is
relevant to buying a car and taking out a car loan.
The over dependence on our smartphones and the time we spend on
screens might be relevant to selling a vacation or amusement park that
promises family time together. The rising cost of college education might be
relevant to a condom brand. The increased misery of air travel might be
relevant to a regional travel bureau that wants to encourage people to stay
closer to home.
Thursday, January 31, 13
23. *What category conventions can we challenge:
How can you use category style, language, standard approaches
against them to garner attention and provoke?
Thursday, January 31, 13
24. *Driving brand idea (or catalytic idea):
What can you say or do that will achieve our objectives and affectively
drive action?
This could be a message based campaign, a digital experience, utility,
on-going “project,” or even a platform.
Thursday, January 31, 13
25. *What is the context:
Where will you engage and why is it the ideal place/media to connect
with your audience/community?
Thursday, January 31, 13
26. *What could you DO or MAKE or BUILD to demonstrate your idea?
Under this subhead answer the question: What could you actually DO
rather than SAY. For example, Honest Tea creates a truth index and
experience with its honor system tea displays. Tesco replicates a
supermarket digitally with its subway system. TNT demonstrates its
expertise in drama with a live real-time performance in a small town
square. Think about marketing as service and the outcome being a
utility or platform that supports customers and builds loyalty. See Nike
+, Tesco, Sit or Squat.
Thursday, January 31, 13
27. Igniting a conversation:
Under this subhead answer the question: How will you get people
talking about your product and/or idea? What makes it shareable,
spreadable, and interesting enough to overcome indifference or have
people seek it out. It might be the creative idea itself.
It might be what you do/make/build. It might be the way in which you
encourage and/or inspire sharing. It might be an idea, concept, social
utility that inherently invites the co-creation of content. See the True
Blood launch, or the Oreo Daily Twist.
Thursday, January 31, 13
28. Community and or content creators we can leverage and
how.
Beneath this subhead answer with what content creators (Twitter
forces, Pinterest influencers, bloggers) do we have mutual
interests that are worth leveraging to either curate content, co-
create content, or spread content to users who share that interest.
What might we create? How might we engage? What metrics
(KPI's) might we consider. Please do not use likes or follows as a
KPI.
Thursday, January 31, 13
29. *What is the press release that describes the outcome?
Toyota USA today announced that its Sienna minivan has gained 8 points of marketshare in just six
months. The increase in sales is attributed to the fact that more and more young parents are
happily trading in their SUVs and sports cars for a vehicle that reflects their “awesomeness” as
parents.
Thursday, January 31, 13
31. Most often the creative comes out of the driving brand idea
(message)...
The driving brand idea. The single thing you are going to say or
do.
Thursday, January 31, 13
59. Product or Service:
The Toyota Sienna mini-van. It is competing in a much-maligned
category and losing market share. TS share has gone from 29 percent
to 19 percent in one year. With more category competition, TS needs a
significant idea to regain share.
Thursday, January 31, 13
60. Problem/Challenge Snapshot:
Overcome lost marketshare.
Make the TS a purchase that is not embarrassing for younger parents.
Significantly increase consideration among target audience.
Thursday, January 31, 13
61. Role of communication:
To get people excited about the TS and to generate buzz about the
product.
Achieve a lift in “aspirational” imagery for the product -- get people to
think it is stylish and distinctive.
Thursday, January 31, 13
63. Target audience/community:
InSync Traditionalists. Moms and Dads with attitude. Proud and happy
to be parents, subscribe to family values, but they were professionals
before they became parents. They are hip, smart and in sync with the
new techno, connected, media hub and pop culture.
Thursday, January 31, 13
64. *Current beliefs:
The currently think product is functional and reliable, but not in line with
their personality.
Desired beliefs (or outcome or action):
Believe that the TS is actually cool enough and stylish enough for them
-- the parents -- not just designed with the kids in mind.
Thursday, January 31, 13
65. *Insight that reveals how we can motivate them:
Today’s young parents are no longer isolated at home with babies and toddlers. They can and do reach out to
the broader world – almost constantly. Social media is their lifeline and sharing information is a consistent
activity throughout their day. We knew from this that we could enlist them to become our collaborators – not
only in distributing our message but in developing it as well. Because this target is so consistently and actively
on Facebook and YouTube, we kept our ear to the virtual ground. We picked up on what they were saying so we
could elevate the fun for the follow-up launch of the even sportier SE grade.
We knew that they joked about and would get the joke about stereotypical minivan parents.
Thursday, January 31, 13
67. *Driving brand idea (or catalytic idea):
Awesome parents drive the Toyota Sienna
Thursday, January 31, 13
68. *What is the context:
TV, print and outdoor to the tone and provided the high level of awareness
we needed.
On line and YouTube to up the fun quotient and because InSync
Traditionalists live there and share content.
Thursday, January 31, 13
69. *What is the press release that describes the outcome?
Toyota USA today announced that its Sienna minivan has gained 8 points of marketshare in just six
months. The increase in sales is attributed to the fact that more and more young parents are
happily trading in their SUVs and sports cars for a vehicle that reflects their “awesomeness” as
parents.
Thursday, January 31, 13
81. *Current beliefs:
Dove sells soap.
Desired beliefs (or outcome or action):
Dove is the anti-aging product that I can trust.
Thursday, January 31, 13
82. *Insight that reveals how we can motivate them:
The insight? 50+ women worldwide felt completely and utterly invisible – ignored by
beauty brands, overlooked by the media. They felt as if society had placed an
expiration date on them – as if the unspoken belief was, “life is over and beauty is lost
after 50.”
Thursday, January 31, 13
83. In the words of one woman Dove interviewed, “We’re almost invisible and if we are visible, then we are
supposed to be trying to pass for younger women…to reflect those women in their mid-to-late thirties
who are in the anti-aging advertisements.”
The irony? Women over 50 reported feeling better than ever – living life with a confidence they didn’t
have when they were younger, full of vitality physically and mentally. Of course they admitted that
wrinkles are a downside of aging but, contrary to popular belief, they aren’t afraid of getting older.
Instead, they’re ready to age gracefully and enjoy what could be the best part of their lives.
“There’s dignity and grace and yes, energy that comes with who I am and what I have lived. But you’d
never know it. You’d never know that women like me, who still enjoy their lives and haven’t
metamorphosed into old grannies existed from today’s media.”
But this generation of women was not ready to settle for being ignored by the media. Unlike past
generations of women over 50, they are accustomed to challenging convention, going where women have
never gone before. They changed all the rules of the game of life and were ready to change the rules of
the beauty game too.
Thursday, January 31, 13
84. *What category
conventions can
we challenge:
Thursday, January 31, 13