PHAN PHƯỢNG TƯỜNGNGUYỄN BÁ LỘC

BRAND COMMUNICATIONS

ASSIGNMENT 6.1

WHAT DO COMMUNICATION BIG IDEA & CAMPAIGN/ADVERTISING BIG IDEA MEAN ?

Brand big idea

• Brand big idea is the promise of brand to customer. In other way it seem like a brand essence.• Brand big idea’s motto is provide target customer’s need, want and dream.

Communication

big idea

• Strategic direction communication concept. • It can create perceived competitive advantage with a parity performing brand. • Communication big idea is translated from brand big idea, it make customer easy understand the brand

promise and closer to them.

Campaign/Advertising

big idea

• Campaign/Advertising big idea is the finnaly product in Big idea process.• Core concepts, key messages, visuals and texts, and the final look and feel of advertising campaigns in specific

time, location and clear objective.• Customers can approach to products or brand.

EXAMPLE

Communication Big Idea

OPEN HAPPINESS

Campaign/Advertising Big Idea

CÙNG GẮN KẾT – TẾT MỚI VỀLocation: Vietnam

Timeline: Tet holiday 2014

WHAT IS EFFECTIVE CAMPAIGN CREATIVE BRIEF ?

Campaign creative brief is the document confirming understanding between on a client and an advertising agency. It includes some important channels to fit objectives. Such as:

(1) Objectives of an advertising campaign(2) Identification of the targeted audience(3) To be adopted in reaching the audience(4) The timeframe of the campaign(5) Its total estimated cost.

DO

1. Define clearly the problem to be solved

2. Put in surprising or interesting information-about the problem, the

brand, the target of channels.

3. Be concise; It’s called a brief for a reason

DON’T

1. Set an objective that the campaign canot solve

2. Be prescriptive more than inspiring

3. Over load it with information

Effective campaign creative brief has a single-minded proposition that is focus and exicting

EXAMPLE

CAMPAIGN CREATIVE BRIEF

THE PROJECT BACKGROUND?Business objective, communication objectives and the business background that relevant to the campaign including budgetCommunication objective:Engage more with target customers to send brand messageKey message: Together, we GRAB the Golden Glorious momentsCompetitor activities (Heineken: direct competitor and Saigon beer )-> Compare to Sapporo activities in this yearWHO SHOULD WE BE THINKING ABOUT? RELEVANT ATTITUDES/FEELINGS/BELIEFSDescribe the full picture of them : Demographic, Psychological, Current attitude to the brand, the category, channel experience insights, communication experience insight Target audience: male, 20 – over 30 years old, office staff.Sociable man with wide relationship in many areasWhenever he has an occasion, he wants to share with his friends, to celebrate his glorious moment. Sapporo is a good choice for him to celebrate his moment with his friendWhat’s the RESULT WE WANT TO SEE AFTER THE CAMPAIGN?What’s the change in people’s behaviour that we expect? “When I have event, party… My best choice is Sapporo”WHAT TO SAY?Strategic communication messageTogether, we GRAB the Golden Glorious moments

HOW DO WE SUPPORT THIS?The product Reason-to-believe, the channels insight that helps bring message to them and make them feel relevantPremium brand from JapanKey product: Sapporo gold canReason to believe:Golden moments: are the moment that they receive/get/achieve the happiness, success, achievement, accomplishment in their daily life, career, social life in the year 2013Supporting activities:Offline promotionSpecial Event on C-Max and Tet decorationEXAMPLES OF WHERE AND HOW WE COULD ACT SO WE CAN EFFECT THIS CHANGE?Sample of how we can influence them:Fan page: mini games, status, images, small contests, info to deliver communication messageForum seeding; Create a story about golden momentsSmall activations to support digital activities To spread out info about this campaignWHAT RULES ARE THERE?Fan page is key platform for this campaign

DELIVERABLES LIST AND TIMINGList down in details that we need to deliver and deadline of submission.