This document outlines a proposed charity campaign called "Efes Charity - Against Excessive Alcohol Consumption" to address concerns about excessive drinking among young people in Turkey. The campaign aims to create awareness about responsible drinking and prevent people from losing important moments in life due to overconsumption of alcohol. It proposes using a transparent and engaging communication approach targeting young adults to convey the message that life's enjoyable moments of fun, socializing, and enjoyment don't require excessive drinking. The deliverables and budget outlined support launching a 360 campaign by January 2011.

1. Efes Charity
‐Against Excessive Alcohol Consump9on‐
Crea9ve Development Brief
Team: Turkey
Prepared by: Selda Celik, Zeynep Erkan
Wednesday, 21 July 2010

2. Mood board
responsibility
fun
enjoyment
transparency
me !
Involve
Wednesday, 21 July 2010

3. Background
Facts:
Alcohol consump8on among youngsters
 Government pressure
Idea: Excessive consump8on among youngsters endangers the society health and the beer image.
As one of the biggest players, we have to save the society and beer industry image via developing
a charity
Charity fund sharing:
• crea8ng public sense toward excessive drinking
• educa8ng poten8al young people about responsible drinking
• building rehab centres for alcoholism problem with a brand new approach
Challenge: Reachin
g the
!
target audience w
ithout
conflic9ng with th
Chari9es = old +cold beer idea itself.
e
Wednesday, 21 July 2010

4. Communica9on Objec9ves
To prevent excessive alcohol consump8on among younger genera8ons
by
 crea8ng awareness about the excessive alcohol consump8on
 provoking people to join our charity to spread out and establish the
responsible drinking idea.
Consumers
CORE=Young people below age of 25 • Independent
• Self Confident
SECONDARILY=Whole society • Lively males and females
Wednesday, 21 July 2010

5. Proposi9on “It was my birthday but
I do not remember
“Fuck! I do not remember a?er 01.00 am who
that beau3ful girl`s phone blow the candles!”
number, I was so drunk
last night!”
People lose the key moments in their life due to over alcohol consump3on
Transparen Communica9on code
cy trend
Fun
Agita8ng
Too emo8onal Enjoyment
Youniverse
Deduc8ve Socializing
approach
Differen8a8on point
Responsibility, socializin
g, enjoyment and fun
in the same basket
Not losing
the
moments of
real fun and
Wednesday, 21 July 2010

6. Reason to Believe
beer
fun socializing enjoyment
Our charity
fun socializing enjoyment
Wednesday, 21 July 2010

7. Brand Personality
Young independent
smart funny
self confident
Tone of Voice
Sincere Relax (free from p
ressure
Invi8ng funny
Wednesday, 21 July 2010

8. Deliverables
• Brand Iden8ty (Name of the charity, logo, look and feel guideline)
• 360 campaign
Time & Budget
• 1st idea sharing by 1st of September 2010
• Project on air by 1st of January 2011
• Crea8ve + produc8on budget: 500.000 Euro
Wednesday, 21 July 2010