Young Marketers Elite 3_Assignment 14_Brand Communication Part 5

ASSIGNMENT 14.1 BRAND COMMUNICATION PART 5

DUC HIEP – THANH AN – THANH THUY – MINH QUANG – TUONG VY

DEFINITION

Brand Big Idea

Brand Communication Idea

Brand Advertising Idea

Mission, Vision, Positioning

Strategic communication concept

Idea for a specific advertising campaign

What is it?

Idea that translates the Brand Essence from the Brandkey 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.

More Detailed

Big idea that orient for brand activities.

KEY FEATURES

• lies at the heart of every element of a brand’s communication • is an essential element in the Brand Vision Plan. • only changed if there is a distinct need

Brand Communication Idea

Brand Big Idea


• is broad, can be applied for long-term• can generate a lot of ideas for every proposition• deals with current problems of consumers in novel way that is different

from competitors.• illutrates trend of consumers in future to ensure sustainability of brand

in long-term.

• considers as a STRATEGIC approach in a particular period for a OBJECTIVE without going beyond consistence of brand big idea and brand communication idea.

• creates messages that can resonate with consumer• must be brought to life in the must-have channels at the initial

agency presentation.

Consumer language

Executional Context

BEAUTY WITHOUOT ARTIFICE

REAL BEAUTY

Dove movement for self-esteem (2013)https://www.youtube.com/watch?v=XpaOjMXyJGk

Dove Evolution (2006)https://www.youtube.com/watch?v=Q5qZedMTkkE

Dove Men + Care #realstrength (2015)https://www.youtube.com/watch?v=QoqWo3SJ73c

Example - DOVE

Brand Communication

Idea

Brand Big Idea

Brand Advertising

Idea

• Can be brainstorm a lot of ideas for every proposition by defining what beauty without artifice is in different angles and different context.

• Deals with current problems of consumer with INSIGHT: “In a world exploding with technology, fake cosmetic ingredients, and virtual beauty, I am increasingly attracted to the authentic”

• Illutrates trend of consumer in the future: “Showing inherent personality is the dream that people try to get in complex and easily influenced life.” to ensure sustainability of brand.• translates from Brand Big Idea by defining beauty without artifice is realy

beauty• Real beauty is extremely inspired to create brand advertising ideas in

several years.considers as a STRATEGIC approach in a particular period for a OBJECTIVE without going beyond consistence of brand big idea and brand communication idea.

• Raise awareness: “With some images, all is not what it seems. They result from deal and trick of image editing. It is not real beauty. It is not yourself!”

• Educate consumers “How is real beauty?” by breaking wrong prejudice of beauty. Starting Campaign for Real Beauty

(2004)

• Build brand love: Express message “You’re more beautiful than you think” to understand consumers and touch their hearts.

• Extend brands in male grooming by define real beauty of a masculine man is his care and his protection towards families.

05/01/2023

Example

Dogs bring out the good in people

Heart Aligned

Feel the goodBrand Communication Idea


Brand Big Idea

WHAT IS AN INSIGHT PLATFROM?Is a cluster of insights of consumer that inspire us to see new possibilities and ideas

which can set up the opportunity for the brand to respond.

HOW TO FIND?

Collect

Connect

Craft

Collect learning: Rewind what we know, find observations, explore for new understanding

Connect and synthesis what we know. Go from observation to develop insight. Create a set of observations around a theme, for each set, ask why and because to find insight.

Craft and choose winning insight that guide better mix development

Music is important to

me. I need music almost all the

time

It is one of my personal hobbies. Observation 1

Observation 2 Observation 3

Because music has a big impact on my

mood

Music is important

to me.

Why? Why? It suit my mood every time I need

It makes me feel better

It is one of my personal

hobbiesBecause music has a big impact on my

mood

Because music has a big impact

on my mood

my personal style of music, maybe the same kind of

So why it is important?

Why? Why?What does that mean?

I want a stylish and easy way to carry my whole collection around with me, so I can always play the music

to suit my mood.

Collect

Connect

Craft

Music is important to

me. I need music almost all the

time

It is one of my personal hobbies.

BRAND BIG IDEA

Mission/Vision PositioningBRAND

COMMUNICATION BIG IDEA

ADVERTISING BIG IDEA

Strategic direction communication concept

Any Big Ideas have to base on Insight It is a fundamental truth about human emotions/behaviour that answers

WHY question to WHAT question

There are 3 key Big Ideas in Brand BuildingBrand Big Idea, Brand Communication Big Idea, Advertising

Big Idea

INSIGHT PLATFORM FOR ADVERTISING BIG IDEA- Based on Specific Context- To solve business challenge- It is used for short time period

INSIGHT PLATFORM FOR BRAND COMMUNICATION BIG IDEA- It is oriented by Insight Platform for Brand Big Idea- It will create a substainable flatform for Advertising

INSIGHT PLATFORM FOR BRAND BIG IDEA- Bases on a board point of view including CATEGORY TRUTH, CONSUMER TRUTH, PRODUCT TRUTH- Must be big enough to survive in long-term period

INSIGHT PLATFORM FOR BRAND COMMUNICATION BIG IDEAWhen I am hungry, it’s hard to concentrate and hard to focus on

what matters. I don’t perform to the level you normally do because there’s something missing

BRAND COMMUNICATION BIG IDEAYou are not you when you hungry

CHALLENGEto give Snickers a truly global brand idea, engage audiences

in the manner to which they had become accustomed through their local Snickers campaign. In essence, Snickers needed a

campaign for everyone, for every country.

OBJECTIVES Whilst local markets ultimately determine what success for them actually amounts to, across the board Snickers was given a global remit to grow value sales year on year and

grow penetration.

INSIGHT PLATFORM FOR ADVERTISING BIG IDEAPeople get cranky and exhibit poor judgment when they’re

hungry

INSIGHT PLATFORM FOR BRAND BIG IDEA Sometimes, I am often hungry but it’s not appropriate time for main meal, so I need a snack can fullfill me this time

BRAND BIG IDEAThe hunger satisfaction arena

CONTEXT & CHALLENGESnickers was a brand with strong equity in the hunger

satisfaction arena and although it had previously garnered high awareness, more recently had not been living up to its potential. During its 18-month hiatus from communications, competitors Oh Henry! and Mr. Big had gained momentum in

the segment.

MESSAGEMaybe you’re just hungry.

ADVERTISING BIG IDEAIt is a hefty bar

BRAND BIG IDEA

Beauty without Artifice

COMMUNICATION BIG IDEA

Real Beauty

ADVERTISING BIG IDEA

Real Beauty Sketches

ADVERTISING BIG IDEAWomen are the strictest critic of themselves, so this can stop them from seeing their real beauty

and reaching their full potential

BRAND COMMUNICATION BIG IDEAThe pressure to be beautiful feeds our tendency

to focus on the negative, making beauty an unnecessary source of anxiety

BRAND BIG IDEAIn a world exploding with technology, fake

ingredients, and virtual everything, consumers are increasingly attracted to the authentic, the

un-hyped to brands and insituations that repsresent the real beauty

EXAMPLE - DOVEINSIGHT PLATFORM

Advertising Idea Criteria 1. TransformationThe idea can change

attitudes, beliefs and behaviors, open up new ways of seeing and thinking. it’s a big idea and the transformation it causes should affect the market (customers, prospects, competitors, influencers) and also your company and its people.

2. “Ownability” How closed can the idea be linked to your brand and only your brand? Eg: “We have the best people.”- Every competitor probably says the same thing. But an idea like, “Our aerospace company was founded by the first two human beings to land on the moon,” is ideal.

3. Simplicity

Truly creative ideas never confuse. Just keep it single-minded.

4. Originality

Big ideas should always be universal truth.

5. Surprised

Good surprises make people feel special.

6. Magnetic

Magnetic ideas attracts people. Eg: How to build a topic that will generate discussion in online communities such as Facebook?

7. Infectiousness

Big ideas make you can not forget. Maybe it’s a song. But infectious ideas stick in our mind and never leave

8. Focus on T.A

Right Approach to Target Audience

9. Insightful

Show the another DEEP angle that WIDEN experience for target audience.

10. Achieve Objectives

Meet Business Objective and Marketing Objective or solve a particular problem.

Transformation

As the first “Walk of Love” in Vietnam for young couples, this idea can meet these criteria.

“Ownability” Close Up: An inspiring brand for youth to confidence.Function: superior fresh breath and white teethEmotion: the inspiration for being confident. Unique Idea and only Close Up Toothpaste can do.

Simplicity

Because of cultural prejudice, we feel hesitated to show our intense love .

Originality

Help young people reject hesitated feeling and feel free to express their love.Close Up, in their mind, is catalyst of love.

SurprisedMagnetic Infectiousness

Focus on T.A

Young Couples

InsightfulAchieve ObjectivesBusiness objective: increase volume shareMarketing Objective: sell more Close Up toothpaste Communication Objective:Via attracting attention of youth in Valentine occasion. By buying Close Up Toothpaste, young couples can attend event “Walk of Love” and this is source of increasing volume share.

EXAMPLE: Close up - Walk Of Love

10,000 young couples attended

Trigger: Remind last Valentine

Activation online & offline.

Event

Amplify

ExamplesCommunication Big Idea: OPEN HAPPINESS

Advertising Big Idea: Trao Coca-Cola trao cảm xúc

Stickers on Zalo

Digital Billboard

When drink Coca-Cola, you can drink and have fun with friends, family with positive/happy feeling

Everyone can directly download and use these Coca-cola Emoji Stickers to express their feeling

Coca-Cola billboard interactive installation directly on the crowded roads in Ho Chi Minh City. Passers will pay attention to the message on the funny billboard . This true feelings are recorded through the clip posted on Youtube "Talkable Billboard ", appears on the top of the teenage online newspapers in just 1 week . This clip became viral in just a few hours .

Evaluate: 1. This advertising big idea is touching and viral because it’s Simplicity,

Originality , Surprise, Magnetic, Infectiousness and Likable:- Coca-Cola reached 50% target customers in the first-three-week of the

campaign. - Sticker “Emoican” reached 4 billions download – the highest rank of all

Zalo stickers.- It makes passer surprised and share the video on social medias. - It attracted youngster, make them consider Coca-Cola when buying

drinks. 2. Transformation.

The idea can change attitudes, beliefs and behaviors of consumers. Now Coca-Cola is not only soft drink but also connection to share feeling and emotion with others in an interesting way.