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 Communication Brand

is a promise

Definition

Roles

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

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

•  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

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

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.

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

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

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

Aw

are

ne

ss

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

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