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NGUYEN BICH VAN
What is Brand Communications Big Idea? What is Campaign/Advertising Big Idea?
Brand idea
Communicationidea
Adidea
To communicateWHAT
To communicateHOW Cuộc chiến tập đi.
(kid learn to walk)
DEFINITION EXAMPLE
Calcium is the priority among nutrients for kid 0 - 3 years old.
Calcium porridge KOMI
What is an effective Campaign Creative Brief?
Direction
Inspiration
gOodCampaign Creative Brief Visual
Verbal
MARKET & BRAND SITUATIONTHE PROBLEM
OBJECTIVETARGET AUDIENCE
WHAT WE WILL COMMUNICATEREASONS TO BELIEVE
CHANNELSBRAND ESSENCE & PERSONALITY
EXECUTIONAL MANDATORIES
Detail & Helpful & Clear Set up the problem that campaign need to solve
A campaign brief typically contains:
Make It Short but Excited Actionable & SpecificPeople not statistics
Clear & ConciseTrue
State the problem, don’t prescribe the solution
Express by “From to” in a specific way
Generic but informativeConsistent
Not a laundry list
The target in relation to your brand or category
State what we want the campaign to communicate
Support what is being communicated
Not be prescriptive about specific touchpoints to useState how our brand behaves to keep consistency
Stick only to the real non-negotiables
What is it? How should it be? What should it do?
MARKET & BRAND SITUATIONTHE PROBLEM
OBJECTIVETARGET AUDIENCE
WHAT WE WILL COMMUNICATEREASONS TO BELIEVE
CHANNELSBRAND ESSENCE & PERSONALITY
EXECUTIONAL MANDATORIES
Not many competitors & Komi is still a new brand.
Example: Calcium porridge KOMI
Calcium porridge is not well positioning in consumer mind. From “new & normal porridge brand” to “Healthy & trustable porridge brand”.
Mom with kid 0 - 3 years old.Raise the urge of using porridge has calcium right now.Komi porridge has calcium inside & 0 - 3 is the age of building bones.
POSM, TVC or any Creative channels that Mom can hear & see everyday.Provide a trustable convenient solution for mom.No mandatories
“Cháo Komi có canxi, giúp xương chắc khỏe”
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