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Brief 1 2016
Thinking creatively – ‘How to generate ideas.’ To be issued at Tutorial 1
Client: The Apple Advisory Board of Australia*
Product: Apples
Media: Poster
Target Audience: Australian adults
Single-minded proposition: Apples are good for you.
Background /
proof of proposition: Apples are a healthy, natural source of antioxidants
and fibre. But, as Australians get older, they eat fewer
and fewer. How can we persuade them to eat at least
one apple a day?
Mandatories: None
For more information: *Please note, this is a fictional client, but a real
product. Feel free to find out more about apples, but
don’t bother trying to find the AABA.
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Brief 2 2016
Poster/Outdoor- “Keeping it Simple”. To be issued at Tutorial 2
Client: Banana Boat
Product: Banna Boat SPF 50+ Sunscreen
Media: Poster/Outdoor
Target Audience: Outdoorsy people
Single-minded proposition: Spend more time in the sun.
Background /
proof of proposition: This heavy duty, non-greasy lotion has been specially
formulated to provide the best sun protection for
outdoor activities with our highest level of SPF
protection. It’s water resistant for 4 hours, so you can
freely enjoy what the great Australian outdoors has to
offer.
http://www.bananaboat.com.au/sunscreen/ultra-spf-5
0-400g-large-pump/
Mandatories: Banana Boat Logo
MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152
AWARD SCHOOL: PRESS FOR CHANGE BRIEF - WEEK 3
Client: Ask Izzy Product: askizzy.org.au is a free online directory for homeless and near homeless Australians that use location-based services to identify nearby resources Media: Print Target Audience: Primary audience: Readers of News Corp publications who have a social conscience and wish to help the homeless, and service providers who may be able to assist the homeless. Secondary audience: Those at risk of becoming homeless. For example; those suffering from domestic violence or financial difficulties stemming from unemployment or illness. Objectives: Make the wider Australian public aware of the service Ask Izzy provides to generate funding of mobile phone power cards. Single-minded proposition: Connect the homeless. Mandatories/A strong call to action: Ask people to fund an Ask Izzy power card (value $15) to help support the thousands of Australians who are homeless. The goal is to get 10,000 cards into the hands of homeless Australians. Background/Proof of Proposition:
1. Ask Izzy provides access to over 350,000 services helping people find food, shelter, health, employment, counseling, legal and other support services
2. The services are offered through a location-based mobile responsive website which compiles and directs users to nearby resources
3. Increasing prevalence of free Wi-Fi in recent years has greatly facilitated internet access for Australia’s homeless population
4. When Ask Izzy was launched, 5,000 power cards (which allow people to charge their mobiles) were produced and distributed via community services who work with the homeless. These carry Ask Izzy branding and are a very tangible way of spreading the word about the service, while at the same time, providing a service to those in need
5. On any given night, one in 200 Australians are homeless. 50% of them are younger than 34, 56% are male and 25% are Aboriginal or Torres Strait Islander
6. 95% of homeless people use a mobile device, with 77% of those being smartphones
More Information:
● Specs – full page 12x6 advertisement for News Corp Metro Masthead paper - www.newscorpaustralia.com/ad-specs/print/delivering-press-ready-material-delivery
● Ask Izzy is the outcome of a unique cross-sector partnership, between Infoxchange (a not-for-profit social enterprise that has delivered technology for social justice for over 25 years), Google, REA Group, News Corp Australia and over 20 contributing organisations from the community, government and corporate sectors
● The $15 is donated via askizzy.org.au (‘fund a power card’ button to be built in)
● The service is free and anonymous ● Find out more at askizzy.org.au and
probonoaustralia.com.au/news/2016/01/turnbull-launches-homeless-app/
Inspiration: Think the memorability of 000 when there’s an emergency. By compiling and unifying all the great homelessness resources across the country, Ask Izzy becomes a one stop shop. Those in danger only need to know the one website to get them access to everything they need. If we aim the strategy more at the general public for donations, we can position this along the lines of ‘donate where you know your money will make a difference - the most efficient and important donation you can make for Australia’s homeless’. About Press For Change: Press For Change is an advertising awards program focused on print, using the full range of News Corp Metro Mastheads as a canvas to support Australia’s top charities and celebrate world-class creativity in print advertising. Completing this brief will put you in the running to be entered into the program. You will have the chance to win a share of $2 million in News Corp media to see your Ask Izzy campaign come to life. There will be one AWARD School finalist selected to go through to the program - Best Copy Craft or Best Art Direction categories, who will also be eligible for the People’s Choice award. Disclaimer Entrants to this AWARD school brief agree that their entry may be submitted automatically and without further consultation with the entrant into the News Corp Australia’s Press for Change competition and, where that occurs, agree to the terms and conditions of that competition located at www.pressforchange.come.au
Brief 4 2016
TV: Cutting Through. To be issued at Tutorial 4
Client: Fin
Product: Electronic cigarettes
Media: TV (1x30)
Target Audience: Cigarette smokers
Single-minded proposition: Get your life back.
Background /
proof of proposition: As smoking gets banned in more and more places, smokers
are increasingly finding themselves ostracised from the rest
of the community. E-cigarettes not only offer smokers a less
hazardous alternative to cigarettes but because they only
emit vapour, they are less offensive to others and hence
more socially acceptable.
Mandatories: Fin logo
https://www.fincigs.com/
● Note: The challenge here is to not go overboard and show things like people
‘vaping’ in a maternity ward, on a plane or anywhere else that might be deemed
unacceptable (or illegal!). The point you’re trying to make is that e-cigarettes
don’t control your social life or behavior as much as normal cigarettes do.
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Brief 5 2016
Radio Brief – being heard. To be issued at Tutorial 5
Client: Tefal
Product: Non-stick pans.
Media: RADIO (1 x 30 sec spot is great, 3 is awesome)
Target Audience: Anyone who cooks.
Single-minded proposition: Nothing sticks.
Background /
Proof of proposition: Tefal pans come with a revolutionary non stick coating,
offering exceptional cooking performance. A non stick
exterior and interior makes for easy food release and
cleaning.
Mandatories: None, other than the product name.
For more information:
http://www.tefal.com.au/
Inspiration:
SIREN Awards - http://www.sirenawards.com.au/
Cannes Lions - http://www.canneslions.com/cannes_lions/awards/past_winners/
1
Brief 6 2016
Integrated Media Brief – Putting the pieces together. To be issued at Tutorial 6
Client: McDonald’s
Product: Create Your Taste
Media: Integrated (three different media or more, linked with a core
idea)
Target Audience: Gourmet burger lovers.
Single-minded proposition: Create your ultimate gourmet burger.
Background : With the Create Your Taste menu you can choose your
favourite ingredients to design your ultimate burger.
With 31 menu options to choose from (such as brioche
buns, grilled mushroom, guacamole and 5 varieties of
cheese) the options are virtually limitless.
It’s a completely new way to eat at McDonald’s.
Mandatories: McDonald’s logo and Create Your Taste logo
For more information: mcdonalds.com.au/create-your-taste
MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152
Brief 7
Digital Brief – ‘Starting the conversation’. To be issued at Tutorial 7
Client: fitbit Product: fitbit Media: Digital. See below
Target Audience: Health conscious – Any age
Single-minded proposition: The best way to track your fitness
Background / proof of proposition: Fitibit is with you at all times. Which means it tracks
every part of your day, not just an exercise session, but all your activity. It takes into account things like food, weight and sleep— which means you can see how small steps make a big impact. Fitbit also boasts a large range of designs to fit different tastes.
Mandatories: Logo/call to action
For more information: https:/ /www.fitbit.com/au
INSPIRATION: Ideas can range from a simple banner ad to a Facebook app, a smartphone app or using an existing platform like Google maps or Twitter in a new way.
2016
Brief 8
Digital Brief – ‘Starting the conversation’. To be issued at Tutorial 8
Client: Australian Government
Product: Alcohol & Violence Awareness
Media: Digital. See below.
Target Audience: Young males
Single-minded proposition: One punch can kill.
Background /
proof of proposition:
In most cases when a punch lands someone in hospital with a serious brain injury, it is
the fall to the ground that does the most damage. A fall that causes someone to hit their
head on concrete without bracing themselves can have devastating effects on the
brain. This is where alcohol poses a serious risk in one-punch-can-kill situations as
alcohol inhibits a person’s natural reflexes to break their fall.
Mandatories: Logo/call to action
INSPIRATION: Ideas can range from a simple banner ad to a Facebook app, a
smartphone app or using an existing platform like Google maps or Twitter in a new way.
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Brief 9 2016
Promo/experiential – ‘Getting hands-on. To be issued at Tutorial 9
Client: Duracell
Product: Duracell Quantum Batteries
Media: Promo/experiential.
Target Audience: Anyone who uses batteries.
Single-minded proposition: Duracell Quantum Batteries last longer than any other
battery.
Background /
proof of proposition: Duracell Quantum is the world’s most advanced battery.
With a Hi-Density Core™ and PowerCheck™, it lasts for up
to 35% longer than any other battery on the market.
Duracell Quantum can be used in any battery-powered
device for longer lasting power.
Mandatories: Duracell Quantum logo
For more information: Duracell.com
https://www.duracell.com/en-us/products/all-purpose-batt
eries/duracell-quantum
Note: Remember that while your idea has a large target market, not every person has to
experience it in person. Just make sure that the idea is sufficiently newsworthy or shareable
so that it will eventually be seen by the target audience.
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Brief 10 2016
Strategy Brief – Seeing the Big Picture. To be issued at Tutorial 10
Client: Sony Mobile
Product: Xperia
Media: Open to channel but digital, mobile and OOH are suggested
Target Audience: Aged 25 - 55
Single-minded proposition: Do more than you thought possible
Note:
"We require the students to display an understanding of targeting a specific demographic and then
showing how they would tactically communicate their idea to them."
Background / proof of proposition:
Sony are a fast growing smart phone solution to the market with cutting edge design, superior hard
wear (camera, processors, memory and screen) and Google Android OS. Although they have a
serious contender to the smart phone market, getting people to shift from Samsung is difficult and
from Apple close to impossible. Now the bubble of the smart phone market has burst with over 90%
of telco. customers in Australia using one, how do we start to grow the Sony market share?
Most people love iPhones, but for those who are really serious about technology,
iPhones aren't powerful enough. So to sell the Sony Xperia, we’re not going to talk to
the mainstream. We’re going to create a campaign that specifically targets the
hardcore IT savy crowd.
Ideas have to be targeted and disruptive as we are talking to an audience that probably haven’t
considered Sony for their next smart phone, so product demonstration may be a way to interrupt.
Features include:
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• Full HD 5.2” display with TRILUMINOS™ for mobile and Live Colour LED
• 20.7MP camera with auto focus and ISO 12800 sensitivity (best low-light camera)
• Qualcomm®Snapdragon™ 801, Quad-core 2.5 GHz processor
• Hi-Res Audio with Digital Noise Cancelling
• Up to 2 days battery life and Battery STAMINA Mode*
Sony also have the capability to offer bundle deals to customers through music and movies
which could also be an incentive and reason to purchase.
Mandatories: Sony Logo, CTA discover more: somymobile.com.au
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