The document is a creative brief for a print, outdoor, and radio advertising campaign for Spot, a personal GPS tracking device. The brief indicates that Spot has limited brand awareness and the goal of the campaign is to spread awareness of Spot's key benefit - allowing users to quickly call for help in an emergency regardless of location. The target audience are adventurous males and females aged 25-45 who enjoy high-risk outdoor activities. The key message is that Spot provides an easy and smart way to ensure help arrives if an adventure turns into an emergency situation.

1. Client: Spot Satellite GPS Messenger & Personal Tracker Date: 6/21/10
Project: Print, outdoor & radio campaign
Job Number: 3
WHY ARE WE ADVERTISING?
Spot is a relatively new product with limited brand awareness.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
It offers a very real tangible benefit – the ability to quickly call for help in an emergency situation, regardless of your
location. Now we need to spread the word.
WHO ARE WE TALKING TO?
65% male, 35% female. 25 – 45 year old adventure seekers. The target market are the type A people who are out
climbing mountains, snowmobiling, hang gliding, etc. This is not an “I’ve fallen and I can’t get up!” emergency
device for elderly people (although it can be used as such, do not target this market as it will weaken the. These
people are aware of (and relish) the fact that they are putting themselves at risk in their adventures.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Spot is an easy and smart way to make sure help will arrive if your adventure turns into an emergency.
WHAT ARE THE REASONS TO BELIEVE THIS?
Spot is small, compact, and easy to use in an emergency – just push one button and help is on its way. It works in
remote locations and can save your life.
ASSIGNMENT
Develop 3 to 4 campaigns with 1 print ad, 1 outdoor ad and one :60 radio script.
Present in thumbnail sketches only (no Photoshop comps).
THIS MIGHT HELP
http://www.findmespot.com/en/
(For Agency Signature) (For Client Signature)
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