2. COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA
Brand Big Idea
Communication
Big Idea
Campaign
Big Idea
Brand Big Idea is Brand Essence taken
from brandkey – the shape of brand
promise to provide specific need/ want/
dream of target customers.
Communication Big Idea is the translation
of Brand Big Idea into consumer
language. It’s the central of every
element of a brand communication.
Campaign Big Idea is the single minded creative
idea for a campaign – the end product of the
creative process – that applied in all executions
over a defined period of time with objective driven.
3. COMMUNICATION BIG IDEA vs CAMPAIGN BIG IDEA - EXAMPLE
Communication Big Idea
Campaign/ Advertising Big Idea: Happiness Factory
4. EFFECTIVE CAMPAIGN CREATIVE BRIEF
CAMPAIGN CREATIVE BRIEF is the creative brief for the Campaign idea which is developed
with the lead Brand Agency and includes initial “must-have” channels to meet the objectives.
A campaign creative brief
typically contains:
DON’T
1. Stay focus
1. Has unclear or unfeasible objectives
2. Stay relevant
2. “Interesting” information but off brief
3. Be logical
3. Contain both comsumer fact & insight
4. Be credible
4. Has no reason to believe
5. Be Unambiguous
5. Has no clear deliverables
6. Jargon-free
6. Pushing deadlines
7. Be clear on budget
7. Be unclear who is signing off
8. Be colorful, interesting
1. Market & Brand Situation
2. The problem
3. Objective
4. Target audience
5. What we will communicate
6. Reason to believe
7. Channels
8. Brand essence & personality
9. Executional mandatories
DO
8. Be prescriptive more than inspiring
(Source: Writing Great Brief – Gino Borromeo)
(Source: 1. Writing Great Brief – Gino Borromeo, 2.Unilever)
CAMPAIGN CREATIVE BRIEF
TO WRITE AN EFFECTIVE CAMPAIGN CREATIVE BRIEF
5. EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE
THE HUSH PUPPIES
The Hush Puppies is a lifestyle brand that provides shoes, eyewear,
watches and clothing for both men and women
Criteria
Detail
Effectiveness
1. Market and
Brand Situation
Hush Puppies history is rooted in innovation from inventing the first truly casual shoes to developing
technologies that make the shoes more comfortable, lightweight and worry free. The brand strives to
constantly evolve Hush Puppies world renowned comfort, bringing customers the most advanced
technologies available in footwear today. The project consists in developing an advertising marketing
campaign of the Hush Puppies shoes that provide comfort and relaxation just by wearing them,
because these characteristics are invaluable and enables them to find one more reason to relax.
Detailed description about
Brands, what’s the mission and
vision
2. Problem
Low Brand awareness and Low sale in compare with the high-quality
products
Define clear challenges that
need to be overcomed
3. Objective
New campaign to increase brand awareness and demand of the Hush
Puppies shoes.
Clear objectives to meet the
expectation of the brand
4. Target
Audience
Males and Females between 20 - 40 years where the audience should be belonging to
Class A, Class B and chunk of Class C whose rate of life requires: comfort, functionality
and style. People wearing these shoes should need to feel natural, relaxed, authentic,
with a young spirit, free, simple and healthy.
Included demographics and
U&A, what TA’s needs
6. EFFECTIVE CAMPAIGN CREATIVE BRIEF - EXAMPLE
5. What we will
communicate
Shoes made as per your lifestyle and choices
Clear message that easy to
understand for both agency
and consumers
6. RTB
Stain and scuff resistant WorryFreeSuede, or the newest exclusive technology,
WaveReflex featuring extreme flexibility and technologies like Zero G, Bounce, etc.
Hush Puppies strives to provide benefits that enables to find one more reason to relax.
· Dual-density foam footed with contoured arch for better grip and elegant shoe
designs.
· Hand-stitched and Environmental aware products.
Strong RTB with certified &
modern technology
7. Channels
In-store & Outdoor Advertising, Magazines Advertisement and Social Network
Advertisements
List out the most effective
channels to conduct
campaign
8. Brand
essence &
personalities
Trustworthy, Comfortable, Durable, Modern, Innovative
Define exact keywords that
stand for the brand
9. Executional
Mandatories
Hush Puppies Logo, Real Product Image, Attention drawing Text or TagLines, Price
and Technology(s),
Values and Benefits, Availability (retailers, online & physical stores), Company
Website
Clear detail that easy to
follow
10. Budget
200.000 USD
Clear on budget
