[Elite Development Program 2013] Assignment 7.1_Hoang Thach-Huynh Phong

ASSIGNMENT 7.1

LÊ HOÀNG THẠCH – LÊ HUỲNH PHONG

QUESTION 1

Brand Big Idea

Communication Big Idea

Advertising Big Idea

Brand Mission / Vision and Positioning

The way that Brand Big Idea be translated to a strategic concept that make sense to the customer. This concept will be the direction for communication.

The execution activities to deliver the communication concept and to interact with customers. Depend on business objective and period of time, those activities will focus on different angles.

QUESTION 1

Communication Big Idea: “Impossible is nothing.”

Campaign big idea: Campaign big idea “The Highest goal – Japan is all in” before a match between Japan and

Jordan, for the purpose of connecting Adidas with all Japanese football fans and give the team a hand to win the match and to fullfil World cup dream. The spirit of brand is translated through the action of fans to encourage their team to make their big dream come true.

Campaign big idea “#mygirls – All in for #mygirls” to launch a new collection for Asian dynamic girls who like sport. The brand encourage Asian girls – the ones who are usually prevented from social life – to try their best to show their sport passion and to achieve their dreams.

Brand big idea: Passion for sport makes the world a better place.

QUESTION 2

AN EFFECTIVE BRIEF

The creative brief includes everything the agency needs to know about company and product’s strategy.

•Have clear background information about the company, the product, the market, the channels we want and the brand positioning•Have specific objectives: What we want to tell our customer? What we want they to do? What we want with our business?•Have a deep description of target customer: Who are we talking to? Their insight? Which of their problems we focus on?•Have an interesting brand personality through the taglines, slogan, the tone and manner of the campaign•Have strong reasons to believe to help the creative ideas more believable•Have a time – bound brief to make sure that everything will be made on time

QUESTION 2 – EXAMPLE

DO DON’TCLEAR BACKGROUND

This is a campaign for customers of Vinacafe – The 2nd biggest instant coffee company on the market. We want to introduce new brand “Wake Up” as the best choice to start a day. We have the small package at 1.500 VND for customers to try for the first time.

This is a campaign to introduce Vinacafe’s new brand – “Wake Up” to the customer.

SPECIFIC OBJECTIVE

We want to push people to buy OMO in Lunar New Year of 2014 by a chance of winning 1 of 10 billionaire prizes. Thus, the sales will increase at least 150% in this period of time.

This campaign is to introduce OMO as the most powerful detergent in the market and we have big prizes to motivate people to buy our product more.

SPECIFIC TARGET CUSTOMER

Dove’s campaign is to aimed at age 20 – 35 women, live in cities, AB class, who’re secretly inconfident about their outlook, especially their hair and skin (insight).

Dove’s campaign is to aimed at the women, age 20 – 35, live in cities, AB class.

QUESTION 2 – EXAMPLE

INTERESTING BRAND PERSONALITY

STRONG REASONS TO BELIEVE

• Our product has been tested by ABC Institution• Our milk has X element to improve the intelligence of children• Our noodle doesn’t have bad chemical, certified by• 90% of our consumer give us positive feedback after use• We have a 100% purchase / fraud protection guarantee

TIME – BOUND BRIEF

1) Date _________initial creative review of rough pencil sketch ideas.2) Date _________review revised creative.3) Date _________final internal creative presentation.4) Date _________client creative & media presentation. Full size, full color.5) Date _________ [digital, print, video, other] final material delivered to publishers.

• Colgate – Nhãn hiệu được nha sĩ khuyên dùng• Omo – Chuyên gia giặt tẩy vết bẩn• CafeViet – Cà phê mạnh cho phái mạnh