Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh Thy

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 5.1]
Ngọc Khánh + Đình Giang + Khánh Thy

2. DEFINITION
Brand communication is the connection between brand and consumer
Integrated Brand Communication (new way of developing brand
communication) is designed to help us deliver our objective and therefore
get a better return on our investment
Integrated Brand Communication
build from SINGLE idea through
different channels to exploit the idea,
to meet objective.
Communication IBC should:
- Be integrated around a SINGLE idea.
- Encompass ALL touch points with the consumer.
- Exploit the idea across the most APPROPRIATE channels to meet OBJECTIVES.
- Have planned in TALKABILITY.
The three key elements of IBC
Brand
Communication
Idea
Campaign Ideas
Campaign Executions
These cover all of the communications activities that bring the
Campaign Idea to life
This is the big idea which translates the Brand Essence from the Brand Key
into a communication theme.
The single minded creative idea that plays out in all executions over
a defined period of time and is objective led.
Everything builds
from a single
Brand
Communication
Idea

3. DEFINITION
ROLE
FEATURE
Brand Communication Idea Campaign Ideas
This is the big idea which translates the
Brand Essence from the Brand Key into a
communication theme.
The single minded creative idea that
plays out in all executions over a defined
period of time and is objective led.
- Define the essence and communicate it to
consumer
- It lies at the heart of every element of a
brand’s communication and is an essential
element in the Brand Vision Plan. It is only
changed if there is a distinct need ( e.g a
new strategic direction for the brand ).
Direction for a specific
campaign/advertising
+ Stable for 3 - 5 year life
Drive the brand, across medina & products
+ Presence of a brand champion
+ Repeatedly communicate brand values
+ Must be clarity, consistency and
constancy
+ Changeable, short-term
+ Defined and decided by the brand
communication
+ It is the “what” and also the “how”. The
“what” is the idea which is consistent across
the campaign. The “how” is the
communication strategy

7. MUST BE
ü Focused
ü Relevant
ü Logical
ü Credible
ü Unambiguous
ü Jargon-free
ü Clear on budget
ü Colorful, interesting
MUST NOT BE
× Contains “interesting” yet superfluous
information
× Without a reason to back up the claim
× Unclear on what is really needed
× Has no clear deliverables
× Unclear who is signing off
× Uninspiring and dull
× Contains consumer facts and consumer insights
Brief?
A brief is the framework of foundation that informs a writer
or creative talent of guidelines for marketing of a campaign.
In other words, a brief is the document confirming
understanding between a client and an advertising agency
(or between a agency with it’s creative team).
Good Brief?
Tell a story with internal logic, inspirational and consistent theme
DIRECTIO
N
INSPIRATION FOCUS
WHY
Receiver can understand clearly the main point from the
brief
If not, receiver will be confused to start
Receiver won’t take time to re-structure thought
If only you trust something, you’ll work well with it
Anything unclear takes lot of time from both sides to make
sure that they have the same understanding
Jargon may cause misunderstanding
Money limits the creativity and makes it practical
A boring brief may lead to a boring solution
Not bias about the solution for the brief

8. AGENCY BRIEF CONTAINS
(Written by agency, to brief creative team)
Get (Target Consumer)
Who (Detailed Target Consumer Profile)
To (Call to what Action)
By (How communicate)
9 COMMON WRONG BRIEFS DETAILS
1. Rumor briefs verbal brief without any writing down
2. Faceless briefs brief without facing
3. Cut, copy & paste briefs hurried
4. Jungle briefs too much information
5. Jargon briefs dull and full of client jargon
6. Fat briefs (broad objective) too broad
7. Prison briefs no creative freedom, too many mandatories
8. Blind briefs using fancy words, but impossible to deliver
9. Warehouse briefs the brief could be for any brand
ELEMEN
TS
INA
BRIEF
CLIENT BRIEF CONTAINS
(Written by client, to brief agency)
Business background
Market competition
Consumers
Brand strategy
Marketing plan
Requirement for agency
Budget
Timing
WHY ISTHIS MATTER?
No evidence, no material
Easy to misunderstand
Not thought through
Not single minded key message
“I don’t understand their jargon!”
You come to nothing!
Do you really need creativity here?
Wasting effort
Consumers do not recognize you!

9. Mirinda – “Li
xi
tieng cuoi”
Criteria Details Effectiveness
Example
1. Market and brand
situation
Mirinda is one of the leading soft drink brands in Vietnam and comes in two
great tasting flavors - Orange and Sarsi.
Tet is the key occasion every year for selling beverage products. Mirinda with
“bold fun” proposition for youth wants to conduct an advertising marketing
campaign in Tet which brings that “bold fun” to Vietnamese people in that
valuable holidays
Detailed description
about brand and what
is the purpose of
campaign
2. Problem
However, There are a lot of brands are on the race for marketing activities in
Tet with many messages to consumers based on huge budgets. If Mirinda does
not talk an unique, distinguishing and truly interesting story, the brand easily
fades and sinks under the sea-of-advertising-campaigns.
Define clear challenges
that need to be
overcame
3. Objective New campaign to increase sales in Tet, must be unique and outstanding
Clear objectives to
meet the expectation of
the brand
4. Target audience
Youth aged 15 – 22
Digital savvy
Active, dynamic, open-minded
Want to have more fun in Tet
Included demographics
and U&A

10. Mirinda – “Li
xi
tieng cuoi”
Criteria Details Effectiveness
Example
5. What we will
communicate
Mirinda – Tet cuoi tha ga
Clear message that
easy to understand for
both agency and
consumers
6. RTB With the bold fruity taste and vibrant fizz, Mirinda livens up any day
Have strong and
relevant RTB
7. Channels Social network, Youtube, PR, KOLs, Forum seedings
List out the most
effective channels to
conduct campaign
8. Executional
mandatories
Mirinda logo, real product image, Attention drawing tagline
Values and benefits, Company website
Clear detail that easy to
follow
9. Budget 500.000 USD Clear on budget
8. Brand personalities Funny, Excited, Proactive, Young
Define exactly
keywords that stand for
the brand

11. GREAT CREATIVE IDEA MUST
ABCDE model Criteria Example
Attention Based on
an
insight
Aim to target consumer with consumer
trend or popularculture.
Impact,
enjoyment,
involving)
Target consumer: women who are not confident with their apperance.
Universal truth: the
depiction
of
beauty
in
entertainment,
fashion
and
advertising
has
restricted
the
definition
of
beauty
Insight: Women
are
critical
of
their
own
appearances
Branding On brief The simple
and
ambitious
brief
:
Make
women
feel
better
about
themselves.
The idea successful reach the brief by invoke the difference between what women
think of themselves and what other peolpe think about their apperance.
Instrinsically branded
at
the
core
Differentiate with competitors
Dove
aims
to
educate
and
inspire
women
to
accept
a
wider
definition
of
beauty
and
to
celebrate
their
natural
beauty
be
comfortable
in
their
own
skin
while others focus on becoming more beautifful, which put pressure on women
mind
Communication Must be
together
with
right
execution Right execution:
The
participants
where
selected
through
a
normal
casting
session. Dove do not invite
any beautiful celebrities to join in their clip.
The twist moments can make audiences and participants burst into tears.
Delivery Release the
message,
and
speak
to
the
product/
brand
truth
The message:Show the woman that they are more beautiful than they think
Can
lead
to
executions
in
many
media Channel: Viral clip, TVC which was spread out largely on media, social network
Delivers the
message
through
the
most
appropriate
touch-­‐points
The
twist
moments
can
make
audiences
and
participants
burst
into
tear
Starting a
conversation
in
media
and
among
the
public
about
women
and
their
perceptions
and
the
definition
of
beauty
Effectiveness Interesting and
fresh New definition of beauty: marketing
is
too
quick
to
blame consumer ‘s shortcomings
to convince them buying products,
as
if
we
were
the
only
ones
out
there
who
don't
fit
the
superwoman,
supermodel
mold. Dove
put
a
crack
in
that
veneer.
New type in personal
care
advertising: real experiment. The viral clip was made as
documentary film
https://www.youtube.com
/watch?v=litXW91UauE
The creative idea is:
prove they
are
wrong
about
their
self-­‐image
by
comparing the portrait
based on their percieve
and the one based on
other people
description.
Main channel: Viral clip.
Dove
Real
Beauty
Sketches
Campaign |
You’re
more
beautiful
than
you
think

12. COMMON CREATIVE IDEAS OFTEN FOLLOW
1. Common
Interest
Ex:
Campaign/ Advertising Big Idea:
Vinasoy Tết-­ Mầm lộc an lành https://www.youtube.com/watch?v=RpaX-­‐ck6YCw.
2.
Something
Completely
Different
Ex:
Brand Communication Big Idea:
Twin Lotus Herb Toothpaste: Black
Herbal
is
good
:
Đen là tốt
https://www.youtube.com/watch?v=Bye6MeF-­‐SP0Features Example
Coming
from
a
shared
voice Tet occasion
Something
that
you
can
relate
to
Product material-­ soy seeds link
with the image of growing up,
turning into something strong and
peaceful.
Being
the
same
shoes People percieve that peace,which
they truly hope in life, is the most
important thing.
Differentiate to competitors In Tet occasion, while other brands
focus on reunion and share or
traditional values, Vinasoy choose
“An lành” to communicate.
Features Example
Going
against
the
category
norms
Common toothpaste are white or
bright color.
Addressing
something
in
a
different
way
Black Herbals toothpaste, which
made from herb, is black.
Advertising Big Idea “Appearance
can
be
deceiving”
TVC:
send message of black is good and
do not be deceived by the
appearance of anything.

13. 4. An Insight
Finding that real human truth.
Something that people may not know they’re thinking.
Ex: Campaign Big Idea
Nike: “Find Your Greatness” https://www.youtube.com/watch?v=WYP9AGtLvRg
Airing time: the Olympics when the best of the best are celebrated and those who
come 4th are chastised.
Universal Truth: It is not just the championship athlete or record breaker that aspires
to push their limits. It is also the everyday athlete who strives to excel on their own
terms, to set and realize personal goals and achieve their own defining moment of
greatness
Insight: I m not a championship athlete or record breaker but I still want to to achieve my
own goals.
5. Authentic
Showing real world situations, that people say that could
be me.
Example:
Advertising Big Idea:
Oppo-­ TVC: Làm cha cần cả đôi tay,
đặt máy xuống để thật sự bên con.
www.youtube.com/watch?v=iKcfjqSJIH0
Real situation: The development of
smartphones blurring the knot that
ties among members of the family.
3. Speaking The Same Language
Communicating in a way language that our target will get.
Ex:
Campaign Big Idea:
Say it with pepsi: Pepsi Emoji

14. Thank you.