The document outlines the process of preparing a campaign concept, emphasizing understanding the target audience, product benefits, and competition. It includes steps for brainstorming ideas, analyzing customer profiles, and concept testing while adhering to brand guidelines. The focus is on creating compelling propositions that effectively communicate the campaign's objectives.

1. Creating the Concept

2. Objectives of this session Preparation Coming up with the idea Making the idea work

3. Preparation: Understand the brief: What is the target audience? What is the product / service? What is the core benefit? What are the auxiliary benefits? Who are the competition? What is the proposition? What is the objective of the campaign? What should customer: Think – Feel - Do

4. Target Audience Who are they (demographics)? Motivations Interests ‘ Customer Profile’ What do they need / want? What is their ‘problem’?

5. Benefit / Proposition What does the product / service deliver to the customer? What does it really deliver? How does it meet their particular needs How does it ‘solve’ their ‘problem’? How does the proposition make it different to the competition? How does the promise differ from the product ?

6. Preparation: Other Considerations What is the Brand Personality (Brand Image) What is the Brand Position What does it do, for who? What is the difference between it and key competitors? Is there a Unique Selling Proposition? What Product / Person Appeal Position will you take?

8. product customer logical emotional Ecover Fairy Liquid Appeals Positioning

9. Consumer Ad

10. Trade Ad

11. Product Positioning Matrix

12. Coming up with the idea Research The product / service The target audience The competition Analyse all information in light of objectives of campaign Brainstorm as many ideas as you can Shortlist three best ideas How will target audience interpret your idea? concept testing? Decide precise treatment Headline, Visuals, Copy, Strapline

13. Rough concept ‘scamps’

14. Making the idea work Corporate guidelines – True to Brand Personality? Is the idea Positive rather than Negative ? Right words and pictures (as seen by target audience) Can you apply AIDA? Right Think – Feel - Do ? Do you like it?

15. Finished TV storyboard

16. Conclusion The right concepts come from the right brief Good ideas come from research Know your product, audience and competition Sanity check: See your ideas from your customer’s point of view Adapt your idea to make the most of the characteristics of the medium Have fun!