Elite 3 - Assignment 10.1

2. PROVIDE INFORMATION
INCREASE DEMAND
DIFFERENTIATE THE PRODUCT
ACCENTUATE THE PRODCTS/
BRAND VALUE
STABILIZE SALES
• Informing the market about the availability of a product
• increase primary demand, or desire for a particular product
category
• Increase selective demand, or desire for a specific brand
• differentiation allows firms more control over marketing
variables such as price
• greater value helps justify a higher
price in the marketplace.
• marketing advise staying away from
these words – quality, value, service,
caring and integrity – because they
are overused and vague
• Can help make demand more
consistent throughout the year
Brand strategy
Is planning to do that promise.
Is how, what, where, when and to whom planning on communicating
and delivering on brand messages. Advertising is part of brand
strategy. Distribution channels are also part of brand strategy. And
visual and verbal communication is part of brand strategy, too.
BRAND COMMUNICATION
“Communication” is the bond that links “brand” to
target customers. Communication happens every
time consumer meet that brand.
Brand communication is a reflection of Brand
strategy.
Brand CommunicationBrand
is a promise
Definition
Roles

3. MOBILE
• Cooperate with Ministry of Education and
Training and Youth Union, Viso has set up a
fund to help difficult-living students.
• Present white uniforms and scholarships.
EVENT
• Hold an event to called many volunteers to
give a helping hand washing 20.000
uniform for children who live in difficult
condition.
• Cooperate with Viettel and other mobile
networks to call for fund.
TARGET CONSUMER
• Urban, 20 – 30
• Women dominant
They are:
- Put efforts to make children’s and family’ clothes bright white
- Smart buyer, economical budget
I am a family – oriented women. I firmly believe that kids make the future world. I wish that not only my kids but kids all
over the country who live in difficult condition could have bright white uniforms to school.
CONTEXT
• Viso’ brand awareness decreases significantly
because of competitors in the market.
• Exceptionally bright and sparkling whiteness
INSIGHT
VISO – ÁO TRẮNG TỚI TRƯỜNG

4. FANPAGE/ WEBSITE
TVC/ VIRAL CLIP
PR/ SOCIAL SEEDING
• Minigame “Ngủ tư thế mình yêu”
to ehance proudct benefits.
• “Bánh bèo vô địch” journey
engage audience to speak out
their stories
• TVC
• The feminine song written by Le
Cat Trong Ly and performed by
Thai Trinh with colorful images of
a girl sleeping freely in her own
style is made viral
• Key influencers creates a debate
of topic “Bánh bèo vô dụng” in
social media which builds up
confidence for girl

5. • The most important information
agreed between Agency & Client
• Where Client states their problem to Agency
• Account team agrees on the deliverables from the brief
with Client and passes the client brief to the planning team
• Client brief is ‘translated’ into agencies’ own creative brief
• Client brief is preoccupied with problems while
Creative brief is preoccupied with solutions that
should direct creative teams to solve
business problems.
• It is written by planning team and
passed to creative team
after a ‘briefing’
• Traditionally it is meeting where
creative team is first exposed to
Problems outlined in brief
• Often Planners briefing the creative, although
the account team might also be involved
• Planners must know brief inside-out. They will be questioned
CLIENT BRIEF
CREATIVE
BRIEF
BRIEFING
A CREATIVE BRIEF IS
a list of questions and answers that likes an authentic short story to
inspire creative imagination. It communicates to a creative team how
to begin creating the campaign.
A creative brief is not creative.
The brief is the what we are doing.
The creative is the how.
WHY NEED?
• A guide to help creative team to produce great work that is aligned
with both client‟s objectives and consumer‟s interests
• To create the right box, enough room to move, but enough direction
that defines the problem
WHO WRITE?
They can be ACCOUNT TEAM or PLANNERS

6. A GOOD CREATIVE BRIEF
SHOULD BE A BRIEF, NOT
LONG
A good bief should have:
- 1 Objective
- 1 Desired response
- 1 Target tightly defined
- 1 main benefit
- 2 main reason to believe
DIRECTION INSPIRATION
ONE CLEAR
AND
COMPELLING
THOUGHT
ABOUT THE
BRAND
* CLARITY: Be clear in what is problem we are being asked to solve
* SIMPLICITY - Use simple language to enable easy understanding
* ACCURACY - All the required information is correct and to hand
* CREATIVITy - An interesting brief creates interesting creative work.
* Creativity here means being able to look at things differently: Connecting
business needs with right target audience, right message and right media
WHAT
IS A
GOOD
CREATIVE
BRIEF?
The creative brief should be
based on understanding
Brand Positioning and
Communication Strategy
to ensure creative deliverables
align with the overarching
strategic approach

7. 9. MANDATORIES 10. BUDGET AND TIMING
ELEMENTS IN
CREATIVE BRIEF
1. BACKGROUND
Fully understanding the client‟s reasons (business-wise, marketing-wise) for communication
2. PROBLEM/CHALLENGE
What is the problem you are trying to solve or the challenge you need to overcome. Describe in a few sentences.
3. OBJECTIVE
Marketing objectives: ACQUIRE/EXPAND/RETAIN? - Communication objective: THINK /FEEL/DO?
4. CONSUMER TARGET
Who are we talking to and what else do we know about them?
Demographic – age, sex, income, marital status.
Psychographic – interests, aspirations, lifestyle, habits, tech-savvy, other.
*Current beliefs:
What does our consumer think/feel/do now?
Consumer Insight:
What insight do you have that you believe will motivate them to take the action we desire? Is there a
frustration, aspiration, related life need, emotional connection or shared belief you can tap into and
leverage?
5. PROPOSITION & KEY MESSAGE
What do you want to say and tell and the target audience?
If the final creative product is the „how to say‟, think of this as the “what to say” to address the
marketing and communication objectives, given the knowledge and the insights
6. REASON TO BELIEVE
Why should the target believe your proposition / key message?
*Desired beliefs (or outcome or action):
What does you want your consumer to think/feel/do?
7. BRAND POSITONING STATEMENT
8. TONE AND MANNER
What’s the voice that your communications will take?
The best way to describe tone and manner is to put them in human terms
Try to avoid citing the usual brand values, personalities e.g. professional, simple, contemporary, high class, caring, modern, etc.

8. 2.PROBLEM/CHALLENGE
Although Coca Cola‟s meaningful and interesting campaigns in Tet, Coca Cola is still having a weak connection with young people
compare to competitor „s campaigns - Pepsi
3.1. BUSINESS OBJECTIVE
Increase sales (both volume and value
sales) during Tet holiday
3.2. MARKETING OBJECTIVE
- Recruit new young users by building a
strong connection with young people
- Build loyalty to current users
3.3. COMMUNICATION OBJECTIVE
Increase key attributes: Coca Cola
represents happy moment in Tet
*CURRENT BELIEFS
- The role of connecting family members in Tet belongs to the
elderly, not the youth
- They are not active in organizing activities to connect people
in Tet
*DESIRED BELIEFS (OR OUTCOME OR ACTION)
- The youth keeps main role in connecting people in Tet
- They use their youth to do meaningful activities to connect
people in Tet
4. TARGET CONSUMERS
Demographic: Young people, both sexes, Aged 18 – 25, Lliving in urban and sub-urban areas
Psychographic: Active, Young, Always want to do new experience and express their personality. They are users
* CONSUMER INSIGHT (COMES FROM TET CUTURAL OBSERVATION)
The job of connecting family members together on New Year has became the story of the elderly traditionally; However, the youth
with optimism is strongest connection for warm moments in family
1.BACKGROUND
In general, Tet is an opportunity for all members in the family to get together and sharing happy moment. Moreover, Vietnamese
people willing to spend more money for shopping in Tet. So, this time is one of main volume source of brand and a chance for
Coca Cola to bond with consumers.
By the years, Coca Cola always won top position in terms of ads featuring a Tet theme. Coca Cola campaigns maked a strong
impression in Vietnamese‟s mind with a school of golden swallow and red color, a brand represents for happy moments.
Beginning 2014, Coca Cola launched Tet campaigns that based on “Tết gắn kết” idea. In more details:
- 2014: “Cùng gắn kết, Tết mới về”
- 2015: :”Làm mới Tết, vui gắn kết”
This year, still basing on “Tết gắn kết” idea, Coca Cola wants to launch a meaningful campaigns in Tet 2016
4.PROPOSITION & KEY MESSAGE
Let together with Coca Cola coneect peoplle to make a
warm and meaningful Tet
5. REASON TO BELIEVE
A brand represents for happy moments
CHD upbeat feeling
6. BRAND POSITONING STATEMENT
Sharing happiness moment
7. TONE AND MANNER
Relective of a young person of next generation - with
always in optimistic and active attitude, full energy in
himself, always want to make himelf become an inspriration
for everyone.
8. MANDATORIES
9. BUDGET AND TIMING
C R E A T I V E B R I E F *** C O C A C O L A T E T 2 0 1 6

9. THE MOST IMPORTANT ELEMENTS
Objective: What do we hope to accomplish, what part of
the brand strategy will this program. Focus on only one
objective.
Target: Who is the intended target audience we want to
move to take action against the objective? Keep it a very
tight definition.
Insight: What is the one thing we know about the
consumer that will impact this program. For this mini brief,
only put the most relevant insight to help frame the
consumer.
Desired Response: What do we want consumers to
think, feel or do? Only pick one of these.
Stimulus: What‟s the most powerful thing you can say to
get the desired consumer response?
TECHCOMBANK ATM LUCK – TẾT PROMO 2016
Objective: Make Vietcombank ATM trees into a cash
withdraw point that brings interesting fortune
Target: Young officers, both sexes, aged 25 – 30, living
in urban or sub-urban areas. They are users, Active,
Open minded, love modern transactions
Insight: Good fortune comes from myself (not from the
holy symbols that are attributed by human world) mainly
is the interesting thing
Desired Response: Cash withdraw at Vietcombank ATM
trees
Stimulus: Good fortune at Vietcombank ATM tree everyay!
MINI CREATIVE BIEF

10. JUDGING CREATIVE IDEA
• Impact, Enjoyment, Involving
• Idea is based on good insight
Attention
• Intrinsically branded at the core
• Based on product / brand truth
Branding
• Does it deliver the key message?
Communication
• Delivers the message through the
most appropriate touch-points.
Delivery
• The combined ability of the creative
idea to meet the objectives & create
talk ability.
Effectiveness
Concern
Strong on
breakthrough but
weak on motivation
Strong
Idea that breaks
through with good
motivation
Very Strong
Idea breaks through
and motivates action
Weak
OK breakthrough but
no motivation
Moderate
Good on both
breakthrough and
motivation
Strong
Highly motivating with
good breakthrough
Very weak
Poor on both
motivation but no
breakthrough
Weak
Good on motivation
but no breakthrough
Concern
Strong on motivation
but won‟t be noticed
BRANDED BREAKTHROUGH (How you say it)
MOVEABLE MESSAGING (What you say)
Persuasion
Awareness

11. Ex1: Klarna / Smooth
• The ad – featuring a sliding fish – is fun &
totally stand out
Attention
• The brand truth “Smooth payments” is well
attached in the ad
Branding
• The key message “Klarna provide smooth
payments” was delivered well through the
sliding fish (smooth like a sliding fish).
Communication
• As an online payment company, youtube &
social media are perfect touch-points of their
target consumers.
Delivery
• It is easy to go viral because of its difference
and fun.
Effectiveness
https://www.youtube.com/watch?v=eZKvgN2l3N8
Ex2: Glico - Kirin / Sweet Love Story
• The idea is very creative, different and very relevant to
social trend (LGBT being accepted).
Attention
• Product truth “ Tea matches well with snack ”
Branding
• They don‟t sell problem – they sell solution: snack to
go with tea / tea to go with snack as a pack.
Communication
• Packaging is a perfect touch-point in this case.
Delivery
• Drive sales effectively (no one want to separate those
cute couples) + Easy to go viral.
Effectiveness

12. FOOD FOR THOUGHTS / OTHER VERSIONS
Dominant
Characteristic:
Dominates
consumers mind
Telling Stories:
While visuals are
key to
communicating, in
the end people
remember stories.
Always Add A
Penny: Avoid
duplicating what
we‟ve done.
Know our Assets:
Find things in the
idea that will stick
Stickiness
Start a Dialogue:
Idea that help you
connect with the
consumer.
Be single-minded
Focus on one
message.
Powerful
Expression: find
one key visual that
can express key
message.
Sell the Solution—
not the Problem:
Idea that
demonstrate the
solution that
consumers want to
buy.
Communication
Be Part of the
Story: Connect the
brand to the idea.
It has to be the
truth: What we say,
and what we are
must be the same.
Own the Idea Area:
Be a bit different
Repeat: The
simplest way to get
branding is to repeat
and repeat and
repeat.
Branding
Be Incongruent: Be
a bit off kilter or
different.
Resonate: Connect
with the consumer in
the true way that
they see
themselves.
Entertain them:
make them laugh,
cry, or make them
tingle.
Location
Based: Be where
consumers are open
and willing to listen.
Attention
New model by Unilever - ART
http://goo.gl/DnwnbA
Authentic
Meaningful brand
story
Relevant
Relevant with
consumers and brand
Talkability
To fit with the growing
trend of social media