![YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 5.1]
Ngọc Khánh + Đình Giang + Khánh Thy](https://image.slidesharecdn.com/youngmarketerselite3-assignment10-160401032320/85/Young-Marketers-Elite-3-Assignment-10-1-Dinh-Giang-Ng-c-Khanh-Khanh-Thy-1-320.jpg)
Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh Thy
- 1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3 [Assignment 5.1] Ngọc Khánh + Đình Giang + Khánh Thy
- 2. DEFINITION Brand communication is the connection between brand and consumer Integrated Brand Communication (new way of developing brand communication) is designed to help us deliver our objective and therefore get a better return on our investment Integrated Brand Communication build from SINGLE idea through different channels to exploit the idea, to meet objective. Communication IBC should: - Be integrated around a SINGLE idea. - Encompass ALL touch points with the consumer. - Exploit the idea across the most APPROPRIATE channels to meet OBJECTIVES. - Have planned in TALKABILITY. The three key elements of IBC Brand Communication Idea Campaign Ideas Campaign Executions These cover all of the communications activities that bring the Campaign Idea to life This is the big idea which translates the Brand Essence from the Brand Key into a communication theme. The single minded creative idea that plays out in all executions over a defined period of time and is objective led. Everything builds from a single Brand Communication Idea
- 3. DEFINITION ROLE FEATURE Brand Communication Idea Campaign Ideas This is the big idea which translates the Brand Essence from the Brand Key into a communication theme. The single minded creative idea that plays out in all executions over a defined period of time and is objective led. - Define the essence and communicate it to consumer - It lies at the heart of every element of a brand’s communication and is an essential element in the Brand Vision Plan. It is only changed if there is a distinct need ( e.g a new strategic direction for the brand ). Direction for a specific campaign/advertising + Stable for 3 - 5 year life Drive the brand, across medina & products + Presence of a brand champion + Repeatedly communicate brand values + Must be clarity, consistency and constancy + Changeable, short-term + Defined and decided by the brand communication + It is the “what” and also the “how”. The “what” is the idea which is consistent across the campaign. The “how” is the communication strategy
- 7. MUST BE ü Focused ü Relevant ü Logical ü Credible ü Unambiguous ü Jargon-free ü Clear on budget ü Colorful, interesting MUST NOT BE × Contains “interesting” yet superfluous information × Without a reason to back up the claim × Unclear on what is really needed × Has no clear deliverables × Unclear who is signing off × Uninspiring and dull × Contains consumer facts and consumer insights Brief? A brief is the framework of foundation that informs a writer or creative talent of guidelines for marketing of a campaign. In other words, a brief is the document confirming understanding between a client and an advertising agency (or between a agency with it’s creative team). Good Brief? Tell a story with internal logic, inspirational and consistent theme DIRECTIO N INSPIRATION FOCUS WHY Receiver can understand clearly the main point from the brief If not, receiver will be confused to start Receiver won’t take time to re-structure thought If only you trust something, you’ll work well with it Anything unclear takes lot of time from both sides to make sure that they have the same understanding Jargon may cause misunderstanding Money limits the creativity and makes it practical A boring brief may lead to a boring solution Not bias about the solution for the brief
- 8. AGENCY BRIEF CONTAINS (Written by agency, to brief creative team) Get (Target Consumer) Who (Detailed Target Consumer Profile) To (Call to what Action) By (How communicate) 9 COMMON WRONG BRIEFS DETAILS 1. Rumor briefs verbal brief without any writing down 2. Faceless briefs brief without facing 3. Cut, copy & paste briefs hurried 4. Jungle briefs too much information 5. Jargon briefs dull and full of client jargon 6. Fat briefs (broad objective) too broad 7. Prison briefs no creative freedom, too many mandatories 8. Blind briefs using fancy words, but impossible to deliver 9. Warehouse briefs the brief could be for any brand ELEMEN TS INA BRIEF CLIENT BRIEF CONTAINS (Written by client, to brief agency) Business background Market competition Consumers Brand strategy Marketing plan Requirement for agency Budget Timing WHY ISTHIS MATTER? No evidence, no material Easy to misunderstand Not thought through Not single minded key message “I don’t understand their jargon!” You come to nothing! Do you really need creativity here? Wasting effort Consumers do not recognize you!
- 9. Mirinda – “Li xi tieng cuoi” Criteria Details Effectiveness Example 1. Market and brand situation Mirinda is one of the leading soft drink brands in Vietnam and comes in two great tasting flavors - Orange and Sarsi. Tet is the key occasion every year for selling beverage products. Mirinda with “bold fun” proposition for youth wants to conduct an advertising marketing campaign in Tet which brings that “bold fun” to Vietnamese people in that valuable holidays Detailed description about brand and what is the purpose of campaign 2. Problem However, There are a lot of brands are on the race for marketing activities in Tet with many messages to consumers based on huge budgets. If Mirinda does not talk an unique, distinguishing and truly interesting story, the brand easily fades and sinks under the sea-of-advertising-campaigns. Define clear challenges that need to be overcame 3. Objective New campaign to increase sales in Tet, must be unique and outstanding Clear objectives to meet the expectation of the brand 4. Target audience Youth aged 15 – 22 Digital savvy Active, dynamic, open-minded Want to have more fun in Tet Included demographics and U&A
- 10. Mirinda – “Li xi tieng cuoi” Criteria Details Effectiveness Example 5. What we will communicate Mirinda – Tet cuoi tha ga Clear message that easy to understand for both agency and consumers 6. RTB With the bold fruity taste and vibrant fizz, Mirinda livens up any day Have strong and relevant RTB 7. Channels Social network, Youtube, PR, KOLs, Forum seedings List out the most effective channels to conduct campaign 8. Executional mandatories Mirinda logo, real product image, Attention drawing tagline Values and benefits, Company website Clear detail that easy to follow 9. Budget 500.000 USD Clear on budget 8. Brand personalities Funny, Excited, Proactive, Young Define exactly keywords that stand for the brand
- 11. GREAT CREATIVE IDEA MUST ABCDE model Criteria Example Attention Based on an insight Aim to target consumer with consumer trend or popularculture. Impact, enjoyment, involving) Target consumer: women who are not confident with their apperance. Universal truth: the depiction of beauty in entertainment, fashion and advertising has restricted the definition of beauty Insight: Women are critical of their own appearances Branding On brief The simple and ambitious brief : Make women feel better about themselves. The idea successful reach the brief by invoke the difference between what women think of themselves and what other peolpe think about their apperance. Instrinsically branded at the core Differentiate with competitors Dove aims to educate and inspire women to accept a wider definition of beauty and to celebrate their natural beauty be comfortable in their own skin while others focus on becoming more beautifful, which put pressure on women mind Communication Must be together with right execution Right execution: The participants where selected through a normal casting session. Dove do not invite any beautiful celebrities to join in their clip. The twist moments can make audiences and participants burst into tears. Delivery Release the message, and speak to the product/ brand truth The message:Show the woman that they are more beautiful than they think Can lead to executions in many media Channel: Viral clip, TVC which was spread out largely on media, social network Delivers the message through the most appropriate touch-‐points The twist moments can make audiences and participants burst into tear Starting a conversation in media and among the public about women and their perceptions and the definition of beauty Effectiveness Interesting and fresh New definition of beauty: marketing is too quick to blame consumer ‘s shortcomings to convince them buying products, as if we were the only ones out there who don't fit the superwoman, supermodel mold. Dove put a crack in that veneer. New type in personal care advertising: real experiment. The viral clip was made as documentary film https://www.youtube.com /watch?v=litXW91UauE The creative idea is: prove they are wrong about their self-‐image by comparing the portrait based on their percieve and the one based on other people description. Main channel: Viral clip. Dove Real Beauty Sketches Campaign | You’re more beautiful than you think
- 12. COMMON CREATIVE IDEAS OFTEN FOLLOW 1. Common Interest Ex: Campaign/ Advertising Big Idea: Vinasoy Tết- Mầm lộc an lành https://www.youtube.com/watch?v=RpaX-‐ck6YCw. 2. Something Completely Different Ex: Brand Communication Big Idea: Twin Lotus Herb Toothpaste: Black Herbal is good : Đen là tốt https://www.youtube.com/watch?v=Bye6MeF-‐SP0Features Example Coming from a shared voice Tet occasion Something that you can relate to Product material- soy seeds link with the image of growing up, turning into something strong and peaceful. Being the same shoes People percieve that peace,which they truly hope in life, is the most important thing. Differentiate to competitors In Tet occasion, while other brands focus on reunion and share or traditional values, Vinasoy choose “An lành” to communicate. Features Example Going against the category norms Common toothpaste are white or bright color. Addressing something in a different way Black Herbals toothpaste, which made from herb, is black. Advertising Big Idea “Appearance can be deceiving” TVC: send message of black is good and do not be deceived by the appearance of anything.
- 13. 4. An Insight Finding that real human truth. Something that people may not know they’re thinking. Ex: Campaign Big Idea Nike: “Find Your Greatness” https://www.youtube.com/watch?v=WYP9AGtLvRg Airing time: the Olympics when the best of the best are celebrated and those who come 4th are chastised. Universal Truth: It is not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete who strives to excel on their own terms, to set and realize personal goals and achieve their own defining moment of greatness Insight: I m not a championship athlete or record breaker but I still want to to achieve my own goals. 5. Authentic Showing real world situations, that people say that could be me. Example: Advertising Big Idea: Oppo- TVC: Làm cha cần cả đôi tay, đặt máy xuống để thật sự bên con. www.youtube.com/watch?v=iKcfjqSJIH0 Real situation: The development of smartphones blurring the knot that ties among members of the family. 3. Speaking The Same Language Communicating in a way language that our target will get. Ex: Campaign Big Idea: Say it with pepsi: Pepsi Emoji
- 14. Thank you.