27. ЧЕТКИЙ
избегайте маркетингового жаргона
нет графикам и цифрам
не говорите все, что знаете
скажите только то, что команде надо знать
28. ЧЕТКИЙ
Неправильно Правильно
Clexan is looking for an brand role Clexan’s role is to persuade
shift. We need to move to a new surgeons that every patient should
marketing paradigm, and have a be tested for thrombosis
three month strategic window in prevention.
which to achieve this. Advertising
must therefore create a social role
for Clexan to start a public
discussion that will change doctor’s
perception about the prophilaxis of
thrombosis.
30. ТОЧКА ЗРЕНИЯ
Неправильно Правильно
Use any appropriate communication Best channels for Clexan are indoor
channels for Clexan communication posters in hospitals and medical
conventions. Please provide your
recommendations
35. НАШ ШАБЛОН
What is the background ?
Why we are advertising ?
Who we are talking to ?
What is the insight ?
What is one thing we want to say ?
Why should people believe this ?
What are mandatory elements ?
The list of deliverables
Timings and budgets
37. ПРЕДЫСТОРИЯ
Неправильно Правильно
lengthy marketing research excerpts A new brew, invented by me.
from the latest U&A study Imported around the world from
London – about to be launched
competitive situation overview with into Moscow. A 4% strength beer,
graphs and competitors kpi’s with Peruvian Maca root ingredient
– an aphrodisiac. Makes your heart
a history of your brand’s greatness beat faster. Favourite drink of
since the time it was created Madonna. Brewed in special bronze
barrels. Designed to appeal to
young men, but surprisingly, it’s also
quite popular amongst older
women.
41. ПОЧЕМУ
РЕКЛАМИРОВАТЬСЯ ?
Неправильно Правильно
To sell more pints of our beer… To make Nameless beer the first
beer a young man thinks of when
To communicate that our beer is he’s out on a date
great…
To tell people about our beer…
To raise awareness of our beer…
To launch our beer into Russia…
42. Аудитория - опишите их как индивидуальность,
а не как демографическую группу
43. Аудитория - опишите в каких отношениях они
находятся с брендом или категорией или товаром
44. Аудитория - напишите короткий рассказ об их
жизни, а не набор бессвязанных фактов
45. К КОМУ МЫ ОБРАЩАЕМСЯ ?
Неправильно Правильно
Men aged 18-30 Bob is a young, successful man with
a demanding job. He works very
Higher middle income long hours, which means he’s often
tired and stressed at the end of a
Urban dwellers hard week. Bob is worried about
his relationship with Mandy – he still
International companies employees fancies her, but is often so tired on
dates that the spark is going out of
Single or in a relationship their relationship.
52. НЕСМОТРЯ НА ТО ЧТО ВСЕ
ЭТО ВЕРНО
Young girls do like to dress in a trendy way.
Mothers feel responsible for the health of their children.
Most of low income men in Russia live boring eventless lives.
ЭТО НЕ ИНСАЙТЫ
57. OMO
Капитан очевидность Инсайт
Clean clothes. Getting dirty is part of child’s
development and learning. It’s
Tough dirt and stain removal. essential to becoming a successful
adult
65. ЧЕКЛИСТ КРУТЫХ
ИНСАЙТОВ
персональный и релевантный
новый и свежий
неочевидный
трогательный
пораждающий образы
66. NAMELESS BEER
Капитан очевидность Инсайт
Relationship is important to me and Relationship shouldn’t be taken for
I don’t want it to come to an end. granted. You need spark yourself up
to keep it alive.
67. Что мы хотим сказать (сообщение) - самая важная
часть брифа, должна выражать все содержимое
69. NAMELESS BEER
Неправильно Правильно
Nameless beer will make you feel Nameless Beer is the only beer that
sexy, and with just 4% alcohol it makes you feel sexy
won’t give you a headache like other
beers
70. Сообщение это еще не слоган и оно не должно
“звучать”, оно должно обладать смыслом
71. NAMELESS BEER
Неправильно Правильно
Have no fear, drink Nameless beer Nameless Beer is the only beer that
makes you feel sexy
Nameless beer – the beer that gets
you going
73. Причина поверить - краткая
информация о продукте или бренде,
которая поддерживает сообщение,
делая его правдивым
74. ГДЕ ИСКАТЬ ПРАВДУ ?
Brand facts – flavour, ingredients, price, number of outlets,
colour, %alcohol, how it’s made, Peruvian Maca Root…
What the brand does – saves you time, makes you thinner,
allows you to speak to friends in America, makes your heart
beat faster…
How the brand makes you feel – enthused, secure, like a
winner, guilt free, sexy…
Where the brand comes from? – 1366, European, French,
American, Malboro country, imported from London…
75. ВЫБЕРИТЕ ПОДХОДЯЩЕЕ
Nameless beer contains Maca Root, a
Peruvian aphrodisiac?
Nameless beer makes your heart beat
faster?
Nameless Beer is imported from
London, England?
Nameless Beer is brewed for six weeks
in special bronze barrels?
78. MANDATORIES
Использовать Не использовать
Guidelines, copy lines, product E.g.Can’t use animated objects in
demo, logo bigger, colors, people, beer ads
no people, technical specifications,
anything we need to know Promoter’s can’t wear jeans
Etc.
80. НАПРИМЕР ТАК
3 Big ideas executed in:
TV commercial 30”
A leaflet (attach tech requirements)
A set of pos (attach tech requirements)
poster A3
Wobbler
Mobile app
Social media activation
81. Сроки - никогда не забывайте указать,
когда вы ожидаете увидеть результаты
82. БРИФ NAMELESS BEER
What is the background?
A new brew, imported around the world from London – about to
be launched into Moscow. A 4% strength beer, with Peruvian Maca
root ingredient – an aphrodisiac. Makes your heart beat faster.
Favorite drink ofMadonna. Brewed in special bronze barrels. Designed
to appeal to young men, but surprisingly, it’s also quite popular
amongst older women.
Why are we advertising?
To make Nameless beer the first beer a young man thinks of when
he’s out on a date
Who are we talking to?
Bob is a young, successful man with a demanding job. He works very
long hours, which means he’s often tired and stressed at the end of a
hard week. Bob is worried about his relationship with Mandy – he still
fancies her, but is often so tired on dates that the spark is going out
of their relationship.
83. What is the insight?
Relationship shouldn’t be taken for granted. You need spark yourself
up to keep it alive
What is one thing we want to say?
Nameless Beer is the only beer that makes you feel sexy
Why should people believe?
Nameless beer contains Maca Root, a Peruvian aphrodisiac.
Nameless beer makes your heart beat faster.
What are mandatory elements?
Guidelines, copy lines, existing product demo, people, package
The list of deliverables
Ideas for 360 campaign. Examples of executions
БРИФ NAMELESS BEER