ASSIGNMENT 7.1 BRAND COMMUNICATION

NGUYEN PHU CUONG & NGUYEN NGOC TRAM

COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA

Brand Big Idea

Communication Big Idea

CampaignBig Idea

Brand Big Idea is Brand Essence taken from brandkey – the shape of brand promise to provide specific need/ want/ dream of target customers.

Communication Big Idea is the translation of Brand Big Idea into consumer language. It’s the central of every element of a brand communication.

Campaign Big Idea is the single minded creative idea for a campaign – the end product of the creative process – that applied in all executions over a defined period of time with objective driven.

COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA - EXAMPLE

Communication Big Idea

Campaign/ Advertising Big Idea: Happiness Factory

EFFECTIVE CAMPAIGN CREATIVE BRIEF

CAMPAIGN CREATIVE BRIEF is the creative brief for the Campaign idea which is

developed with the lead Brand Agency and includes initial “must-have” channels to meet

the objectives.

(Source: 1. Writing Great Brief – Gino Borromeo, 2.Unilever)

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A campaign creative brief typically contains:

1. Market & Brand Situation2. The problem3. Objective4. Target audience5. What we will communicate6. Reason to believe7. Channels8. Brand essence &

personality9. Executional mandatories

(Source: Writing Great Brief – Gino Borromeo)

TO WRITE AN EFFECTIVE CAMPAIGN CREATIVE

BRIEF

DO1. Stay focus

2. Stay relevant

3. Be logical

4. Be credible

5. Be Unambiguous

6. Jargon-free

7. Be clear on budget

8. Be colorful, interesting

DON’T1. Has unclear or unfeasible objectives

2. “Interesting” information but off

brief

3. Contain both comsumer fact &

insight

4. Has no reason to believe

5. Has no clear deliverables

6. Pushing deadlines

7. Be unclear who is signing off

8. Be prescriptive more than inspiring

EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE

THE HUSH PUPPIESThe Hush Puppies is a lifestyle brand that provides shoes, eyewear,

watches and clothing for both men and women

1. Market and Brand Situation

2. Problem

3. Objective

4. Target Audience

Hush Puppies history is rooted in innovation from inventing the first truly casual shoes to developing technologies that make the shoes more comfortable, lightweight and worry free. The brand strives toconstantly evolve Hush Puppies world renowned comfort, bringing customers the most advanced technologies available in footwear today. The project consists in developing an advertising marketing campaign of the Hush Puppies shoes that provide comfort and relaxation just by wearing them, because these characteristics are invaluable and enables them to find one more reason to relax.

Detailed description about Brands, what’s the mission

and vision

Low Brand awareness and Low sale in compare with the high-quality products

Define clear challenges that need to be overcomed

New campaign to increase brand awareness and demand of the Hush Puppies shoes.

Clear objectives to meet the expectation of the brand

Males and Females between 20 - 40 years where the audience should be belonging to Class A, Class B and chunk of Class C whose rate of life requires: comfort,

functionality and style. People wearing these shoes should need to feel natural, relaxed, authentic, with a young spirit, free, simple and healthy.

Included demographics and U&A, what TA’s needs

EffectivenessDetailCriteria

EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE

5. What we will

communicate

6. RTB

7. Channels

8. Brand essence &

personalities

9. Executional Mandatories

Shoes made as per your lifestyle and choicesClear message that easy to understand for both agency

and consumers

Stain and scuff resistant WorryFreeSuede, or the newest exclusive technology, WaveReflex featuring extreme flexibility and technologies like Zero G, Bounce, etc.

Hush Puppies strives to provide benefits that enables to find one more reason to relax.

· Dual-density foam footed with contoured arch for better grip and elegant shoe designs.

· Hand-stitched and Environmental aware products.

Strong RTB with certified & modern technology

In-store & Outdoor Advertising, Magazines Advertisement and Social Network Advertisements

List out the most effective channels to conduct

campaign

Trustworthy, Comfortable, Durable, Modern, InnovativeDefine exact keywords that

stand for the brand

Hush Puppies Logo, Real Product Image, Attention drawing Text or TagLines, Price and Technology(s),

Values and Benefits, Availability (retailers, online & physical stores), Company Website

Clear detail that easy to follow

10. Budget 200.000 USD Clear on budget