ASSIGNMENT 14.1 BRAND COMMUNICATION PART 5
DUC HIEP – THANH AN – THANH THUY – MINH QUANG – TUONG VY
DEFINITION
Brand Big Idea
Brand Communication Idea
Brand Advertising Idea
Mission, Vision, Positioning
Strategic communication concept
Idea for a specific advertising campaign
What is it?
Idea that translates the Brand Essence from the Brandkey 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.
More Detailed
Big idea that orient for brand activities.
KEY FEATURES
• lies at the heart of every element of a brand’s communication • is an essential element in the Brand Vision Plan. • only changed if there is a distinct need
Brand Communication Idea
Brand Big Idea
Brand Advertising Idea
• is broad, can be applied for long-term• can generate a lot of ideas for every proposition• deals with current problems of consumers in novel way that is different
from competitors.• illutrates trend of consumers in future to ensure sustainability of brand
in long-term.
• considers as a STRATEGIC approach in a particular period for a OBJECTIVE without going beyond consistence of brand big idea and brand communication idea.
• creates messages that can resonate with consumer• must be brought to life in the must-have channels at the initial
agency presentation.
Consumer language
Executional Context
BEAUTY WITHOUOT ARTIFICE
REAL BEAUTY
Dove movement for self-esteem (2013)https://www.youtube.com/watch?v=XpaOjMXyJGk
Dove Evolution (2006)https://www.youtube.com/watch?v=Q5qZedMTkkE
Dove Men + Care #realstrength (2015)https://www.youtube.com/watch?v=QoqWo3SJ73c
Example - DOVE
Brand Communication
Idea
Brand Big Idea
Brand Advertising
Idea
• Can be brainstorm a lot of ideas for every proposition by defining what beauty without artifice is in different angles and different context.
• Deals with current problems of consumer with INSIGHT: “In a world exploding with technology, fake cosmetic ingredients, and virtual beauty, I am increasingly attracted to the authentic”
• Illutrates trend of consumer in the future: “Showing inherent personality is the dream that people try to get in complex and easily influenced life.” to ensure sustainability of brand.• translates from Brand Big Idea by defining beauty without artifice is realy
beauty• Real beauty is extremely inspired to create brand advertising ideas in
several years.considers as a STRATEGIC approach in a particular period for a OBJECTIVE without going beyond consistence of brand big idea and brand communication idea.
• Raise awareness: “With some images, all is not what it seems. They result from deal and trick of image editing. It is not real beauty. It is not yourself!”
• Educate consumers “How is real beauty?” by breaking wrong prejudice of beauty. Starting Campaign for Real Beauty
(2004)
• Build brand love: Express message “You’re more beautiful than you think” to understand consumers and touch their hearts.
• Extend brands in male grooming by define real beauty of a masculine man is his care and his protection towards families.
05/01/2023
Example
Dogs bring out the good in people
Heart Aligned
Feel the goodBrand Communication Idea
Brand Advertising Idea
Brand Big Idea
WHAT IS AN INSIGHT PLATFROM?Is a cluster of insights of consumer that inspire us to see new possibilities and ideas
which can set up the opportunity for the brand to respond.
HOW TO FIND?
Collect
Connect
Craft
Collect learning: Rewind what we know, find observations, explore for new understanding
Connect and synthesis what we know. Go from observation to develop insight. Create a set of observations around a theme, for each set, ask why and because to find insight.
Craft and choose winning insight that guide better mix development
Music is important to
me. I need music almost all the
time
It is one of my personal hobbies. Observation 1
Observation 2 Observation 3
Because music has a big impact on my
mood
Music is important
to me.
Why? Why? It suit my mood every time I need
It makes me feel better
It is one of my personal
hobbiesBecause music has a big impact on my
mood
Because music has a big impact
on my mood
my personal style of music, maybe the same kind of
So why it is important?
Why? Why?What does that mean?
I want a stylish and easy way to carry my whole collection around with me, so I can always play the music
to suit my mood.
Collect
Connect
Craft
Music is important to
me. I need music almost all the
time
It is one of my personal hobbies.
BRAND BIG IDEA
Mission/Vision PositioningBRAND
COMMUNICATION BIG IDEA
ADVERTISING BIG IDEA
Strategic direction communication concept
Any Big Ideas have to base on Insight It is a fundamental truth about human emotions/behaviour that answers
WHY question to WHAT question
There are 3 key Big Ideas in Brand BuildingBrand Big Idea, Brand Communication Big Idea, Advertising
Big Idea
INSIGHT PLATFORM FOR ADVERTISING BIG IDEA- Based on Specific Context- To solve business challenge- It is used for short time period
INSIGHT PLATFORM FOR BRAND COMMUNICATION BIG IDEA- It is oriented by Insight Platform for Brand Big Idea- It will create a substainable flatform for Advertising
INSIGHT PLATFORM FOR BRAND BIG IDEA- Bases on a board point of view including CATEGORY TRUTH, CONSUMER TRUTH, PRODUCT TRUTH- Must be big enough to survive in long-term period
INSIGHT PLATFORM FOR BRAND COMMUNICATION BIG IDEAWhen I am hungry, it’s hard to concentrate and hard to focus on
what matters. I don’t perform to the level you normally do because there’s something missing
BRAND COMMUNICATION BIG IDEAYou are not you when you hungry
CHALLENGEto give Snickers a truly global brand idea, engage audiences
in the manner to which they had become accustomed through their local Snickers campaign. In essence, Snickers needed a
campaign for everyone, for every country.
OBJECTIVES Whilst local markets ultimately determine what success for them actually amounts to, across the board Snickers was given a global remit to grow value sales year on year and
grow penetration.
INSIGHT PLATFORM FOR ADVERTISING BIG IDEAPeople get cranky and exhibit poor judgment when they’re
hungry
INSIGHT PLATFORM FOR BRAND BIG IDEA Sometimes, I am often hungry but it’s not appropriate time for main meal, so I need a snack can fullfill me this time
BRAND BIG IDEAThe hunger satisfaction arena
CONTEXT & CHALLENGESnickers was a brand with strong equity in the hunger
satisfaction arena and although it had previously garnered high awareness, more recently had not been living up to its potential. During its 18-month hiatus from communications, competitors Oh Henry! and Mr. Big had gained momentum in
the segment.
MESSAGEMaybe you’re just hungry.
ADVERTISING BIG IDEAIt is a hefty bar
BRAND BIG IDEA
Beauty without Artifice
COMMUNICATION BIG IDEA
Real Beauty
ADVERTISING BIG IDEA
Real Beauty Sketches
ADVERTISING BIG IDEAWomen are the strictest critic of themselves, so this can stop them from seeing their real beauty
and reaching their full potential
BRAND COMMUNICATION BIG IDEAThe pressure to be beautiful feeds our tendency
to focus on the negative, making beauty an unnecessary source of anxiety
BRAND BIG IDEAIn a world exploding with technology, fake
ingredients, and virtual everything, consumers are increasingly attracted to the authentic, the
un-hyped to brands and insituations that repsresent the real beauty
EXAMPLE - DOVEINSIGHT PLATFORM
Advertising Idea Criteria 1. TransformationThe idea can change
attitudes, beliefs and behaviors, open up new ways of seeing and thinking. it’s a big idea and the transformation it causes should affect the market (customers, prospects, competitors, influencers) and also your company and its people.
2. “Ownability” How closed can the idea be linked to your brand and only your brand? Eg: “We have the best people.”- Every competitor probably says the same thing. But an idea like, “Our aerospace company was founded by the first two human beings to land on the moon,” is ideal.
3. Simplicity
Truly creative ideas never confuse. Just keep it single-minded.
4. Originality
Big ideas should always be universal truth.
5. Surprised
Good surprises make people feel special.
6. Magnetic
Magnetic ideas attracts people. Eg: How to build a topic that will generate discussion in online communities such as Facebook?
7. Infectiousness
Big ideas make you can not forget. Maybe it’s a song. But infectious ideas stick in our mind and never leave
8. Focus on T.A
Right Approach to Target Audience
9. Insightful
Show the another DEEP angle that WIDEN experience for target audience.
10. Achieve Objectives
Meet Business Objective and Marketing Objective or solve a particular problem.
Transformation
As the first “Walk of Love” in Vietnam for young couples, this idea can meet these criteria.
“Ownability” Close Up: An inspiring brand for youth to confidence.Function: superior fresh breath and white teethEmotion: the inspiration for being confident. Unique Idea and only Close Up Toothpaste can do.
Simplicity
Because of cultural prejudice, we feel hesitated to show our intense love .
Originality
Help young people reject hesitated feeling and feel free to express their love.Close Up, in their mind, is catalyst of love.
SurprisedMagnetic Infectiousness
Focus on T.A
Young Couples
InsightfulAchieve ObjectivesBusiness objective: increase volume shareMarketing Objective: sell more Close Up toothpaste Communication Objective:Via attracting attention of youth in Valentine occasion. By buying Close Up Toothpaste, young couples can attend event “Walk of Love” and this is source of increasing volume share.
EXAMPLE: Close up - Walk Of Love
10,000 young couples attended
Trigger: Remind last Valentine
Activation online & offline.
Event
Amplify
ExamplesCommunication Big Idea: OPEN HAPPINESS
Advertising Big Idea: Trao Coca-Cola trao cảm xúc
Stickers on Zalo
Digital Billboard
When drink Coca-Cola, you can drink and have fun with friends, family with positive/happy feeling
Everyone can directly download and use these Coca-cola Emoji Stickers to express their feeling
Coca-Cola billboard interactive installation directly on the crowded roads in Ho Chi Minh City. Passers will pay attention to the message on the funny billboard . This true feelings are recorded through the clip posted on Youtube "Talkable Billboard ", appears on the top of the teenage online newspapers in just 1 week . This clip became viral in just a few hours .
Evaluate: 1. This advertising big idea is touching and viral because it’s Simplicity,
Originality , Surprise, Magnetic, Infectiousness and Likable:- Coca-Cola reached 50% target customers in the first-three-week of the
campaign. - Sticker “Emoican” reached 4 billions download – the highest rank of all
Zalo stickers.- It makes passer surprised and share the video on social medias. - It attracted youngster, make them consider Coca-Cola when buying
drinks. 2. Transformation.
The idea can change attitudes, beliefs and behaviors of consumers. Now Coca-Cola is not only soft drink but also connection to share feeling and emotion with others in an interesting way.
Recommended