ASSIGNMENT 7.1 - BRAND COMMUNICATION

Brand Big IdeaBrand vision / mission,

positioning

Communication Big Idea

Communication ideas are interpretation from the brand big idea into a story how consumers actually see and feel about the brand.

Advertising ideas are the relatively high-level executional ideas that lie behind long-term above-the-line campaigns: the ‘golden thread’. They might be a clever thought, or a character, or a relationship – fitting specific context (time, place and conditions…)

AdvertisingBig

Idea

Communication Big Idea

Consumer Language Executional Context

Brand Essence CommunicationBig Idea

Media Execution

AdvertisingBig Idea

Communication Big Idea

BrandBig Idea

Boost energy to exceed the

limits

Communication Big Idea

Explosive energy -

Breakthrough experience

AdvertisingIdea

2011 – Turn on your power with Sting

AdvertisingIdea

2013 – Energetic journey

Example

Creative Brief definition

Business Solution

Consumer need

A blue print – a source of inspiration, detailing the objectives, message of utility, target,

the context in which we engage, timing and budget

THE WHAT – WHO – WHERE - WHEN

Proposition

Business objectiveMarketing objectiveAdvertising objective

Single minded message Target Audience

One KEY INSIGHT

Desired action response

Approach

MandatoryReason to

BelieveHow do

consumer participate?

What keeps the

conversation going?

Creative Brief format

THE PROBLEM

Timing - Budget

Creative Brief Requirements

S U C C E S SSingle-minded Unexpected Concrete Credible Emotional Specific So what?

Written format – Verbal presentationBrevity - Clarity

Opens more doors than it closes

Compelling language

Business Objective Opening Vietnam’s hand satilizer market

Marketing Objective I already have product & I want to communicate with consumer that they should use hand wash liquid

Advertising Objective Communicate that germ is everywhere & people should use hand wash liquid to make sure they are protected from germs , special youth who act outside

Target Audience Youth , urban , from 18 – 30 , active and often act outside.

Effectively kill gems to keep your hands satilized

Current behaviorI don’t care about how dirt / how much germs it is

when I work outside , I even don’t think about I can get sick from it

Expected behaviorGerms everywhere and I have to care about it

because it’s good for my health

I am afraid of gems BUT I can’t see gems, and can’t feel the need of hand satilizing every where

INSIGHT

Message : Keep your hand always clean to protect you from germs , germs are everywhere and it’s not good for you

Approach

MandatoryReason to

BelieveHow do

consumer participate?

What keeps the

conversation going?

Greengross hand wash liquid give you convinience

& satilize 99% immediately

TVC and Print ad, as well as editorials,

highlighting the danger of gems

and its existence everywhere

Receive the information and

take action to protect

themselves

The trendy topic of staying cleaned

in this polluted daily life