Creative Strategy Part Of A Creative Brief For An Ad Campaign
Task:
• Write the Creative Strategy part of a creative brief for an ad campaign or music video
Goal:
• Learn how to deconstruct and or re-architect a creative brief.
o In other words, the creative brief that you’re about to write would have been given to a creative team who in turn developed the concept for the ad campaign or video
Instructions:
• Find an ad campaign or music video that resonates with you.
o Try to find one that tells a simple story, in a simple way
o English would be good, but choose a something that is resonates with you
ο§ Please provide a translation of the copy or lyrics
• Complete the Submission Requirements below in a Word file.
• You are not permitted to write a creative brief for campaigns/videos reviewed in class
Submission Requirements:
• Provide a link to an image of the ad campaign or to the music video
• Project Description. In 3 sentences, what is the project?
• What are the communications objectives? Provide 2 in SMART format.
• Who is the target audience? Describe using all 4 segmentation bases
• What is the consumer insight? One phrase starting with “I...”, from the consumer’s perspective.
• That is the benefit we are trying to communicate?
• What can we offer as support?
| Client: | Date: |
| Assignment: | Client Signed By: |
| Briefed By (your names here): | Due: |
- This project should showcase the new slogan of Pepsi – Dare for More. It must have a strong impact to its viewers through the use of visual elements and a catchy storyline that would leave a sort of an emotional aftertaste to the viewers. In line with the current day issues, it must include the use of actresses as the protagonists, while also showing Pepsi in strategic focal points.
- This video should show difference from the norm as envisioned in Pepsi’s slogan. This effect could be measured by the reactions of the people about the advertisement itself relative to the advertisements of our competitors. Based on the reactions of the audience to this difference, the brand could change its packaging to entice more customers. Additionally, this is relevant because of the strength of the competitors in establishing a strong brand identity. Lastly, this experiment would be done for this quarter.
- Another objective of the video is to show its concern for the current issues in society. The perceptions of the people towards this corporate social concern (i.e., current issues in feminism) could be measured through surveys (Bunting, 2004). By doing this, the company could also leverage helping others while also increasing its brand recognition relative to others. The observation for the results of this experiment would be done within a month.
- The target audience would be the youth who are residing in the urban areas.
- In terms of geographic segmentation, the advertisement would target those in the cities that has access to both the advertisement as well as the product itself. This would optimize the effectivity of the advertisement in communicating its message.
- As for demographic segmentation, it would focus on the youth. The primary reason for th...
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