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Semelhante a Creative brief,deutschebank
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Creative brief,deutschebank
- 1. Creative Brief: Miami Ad School, Deutsche Bank The Opportunity/Problem We Are Trying to Address// Deutsche Bank is a successful bank in the business segment of Germany and now wants to be more connected to the people by focusing on students. Who Are We Talking To// Our target audience is students. Specifically, focus on students with lower family incomes and students receiving financial aid/scholarships. Few students are able to graduate college without some form of education financing. We know that among graduating 4-year undergraduate students who applied for federal student aid, 86.3% borrowed to pay for their education and the average cumulative debt was $24,651. (http://www.finaid.org/loans) Once graduated, students immediately begin to look for new way to reduce their loan load, most commonly by looking to refinance or consolidate their student loans to reduce interest rates and reduce the number of creditors. (http://www.studentdoc.com/student-loan-debt.html) What Do We Want Students To Do// We want students to be aware of the suggested offer (lower interest rates on bank loans dependent on the student’s good grades throughout school) and sign up for the student loan. The single message: “The better you perform, the better the deal.” What Information Can Support The Desired Response// Many students are extremely precautious when it comes to taking out loans. To overcome this, we must show students how this loan program can work for them and to their benefit, without any “catch”. We can increase consumer confidence in the program by presenting past students satisfaction with the program and show how their peers were able to save.
- 2. What Characteristics of the Brand Should the Campaign Reflect// Dependent Reliable Trustworthy Helping the common good; students attending school “Interest depending on student grades”- leaves the responsibility in the student to determine rates, not based on company standards. Media Plan// TV: Commercial -2 minute spot Internet: Viral Video This Could Be Helpful// In Germany this year, the Deutsche Bank has helped either directly or via the foundation nearly 2,000 young people pursue a successful education. Perkins and Subsidized Stafford loans are the safest and most affordable federal loans. The interest rate for Perkins loans is fixed at 5%, and for Subsidized Stafford’s it’s fixed at no more than 6.8%. Graduate and professional students borrow more money, with an additional cumulative typically ranging from $30,000 to $120,000.