Part 5 of 8 in Account Planning & Management Series Creative Brief Leo Burnett Edition. Made by Christofer Felix et al. for Account Planning & Management assignment. Multimedia Nusantara University. ©2018

1. Creative | Brief
E D I T I O N
prepared by
Christofer Felix

2. ASUS | Team
from Account Department
Christofer Felix
Indira
Mulyana
Ivana
Kurniawan
Karin
Triana

3. What Are
We Advertising
I

5. Why Zenfone 5?
People want to take excellent photos
as a professional photographer.
Because...
Zenfone 5 AI Camera allows its user to take high-quality
professional photos without any photography skills.
*surely with affordable price

6. Joe Taslim
Ambassadors
Tatjana Saphira

7. • Elegant apperance with metal and glass mixture
• Complementary AI features in one smartphone
• Secure Rear-Mounted Fingerprint and
Face Indetification features
• High Specs with affordable price

8. • Had high level of Awareness, about 75% of
the target market aware of Zenfone 5
• Targeted for the Middle-upper class segment
• Suitable for stylish people who also prefer
a more affordable price
• Usually earned high intensity and newsworthy
publicity in mass media

9. • ASUS had many service center across Indonesia
• Featured 1 Year of Global Warranty
• Adopting Apple’s Edge-to-edge display with a notch
• A strong ASUS corporate reputation is built
from its computer products.

10. • The main problem is executing massive promotion
without massive distribution.
• Stricken by a lot of NWOM “HP Ghoib” on
ASUS social media channels.
• Unavailability of product stocks both in
offline & online retails.

11. Whom Are We
Talking To
II

12. Target Audience
Age : 20 - 40 y.o.
Gender : M & F
Psych : urban society, tech-savvy, photography enthusiast
Geo : all of Indonesia capital cities
SES Level : A & B

13. What is
The Objective
III

14. “Increasing Purchase Intention
to 75% until Q4 of 2019”

15. Where Is The
Adv Running
IV

16. Youtube Cinema
Print
Online
OOH

17. What Else Do We Need
To Include In The Adv
VI

18. The Mandatories

19. What is The
Creative Strategy
V

20. Insights
▼
Big Idea
▼
Campaign Idea

21. The desired smartphone camera
might be able to produce an elegant
photo just with a simple step and
boost its user’s self-confidence
Insights

22. Photography is simple.
It’s not difficult to take
some professional photos.
Big Idea

23. Campaign Idea
AI
Will Always Search Your Satisfaction

24. Ambient OOH Prototype

25. ►► ►►
►► ►►
TVC Storyline

26. Print/OL Prototype

27. Notes for Creative Dept.
• Kindly follow our prototypes.
• Don’t forget to inform fixed price and availability at
the ending of TVC or bottom of print ad.
• Delivering styles: fabulous, young-spirited, emotional.
• Visual styles: classy & elegant.
*inline with existing ASUS brand image.

28. When Is The
Deadline
VII

29. Production
Pre-Prod
Post-Prod
Nov 26th - Des 21st, 2018
Jan 14th - Jan 18th, 2019
Jan 7th - Jan 13th, 2019

30. Thank
You
Account Planning & Management, 2018