WHAT IS IT ?
Who is the Builder?
A Company? A person?
What is the activity of the Builder?
All interesting things to know in order to sew a “tailor-made” solution … :)
IMPORTANT: If Builder doesn’t want to disclose who is he, no problem. In this case he has 2 possibilities.
∞ Skip the section (sorry, job of the tailor will be a bit harder… :)
∞ Say what he can say
Here are 2 CONCRETE EXAMPLES:
In case Builder is a COMPANY
∞ If Builder has no problem in disclosing his identity (VISIBLE):
NMN -No More Nicotine- is a Brand that promises to counteracts the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. NMN is distributed in pharmacies and drugstores, its price positioning middle-high; it is mainly promoted through professional endorsement and not massively advertised.
∞ If Builder doesn’t want to disclose his identity (BLIND):
BBrand providing products that promise to counteract the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. The products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and not massively advertised.
In case Builder is a PERSON
∞ If Builder has no problem in disclosing his identity (VISIBLE):
My name is Lucy Pallet. I am a student in oceanography at university.
∞ If Builder doesn’t want to disclose his identity (BLIND):
I am a girl who studies oceanography at university.
Simply who is the Builder (in a visible or “blind” way :)
PROS
∞ Disaronno is an established brand with a history, high awareness and a very positive set of values such as class, Italian character, romanticism/passion, sharing, product uniqueness.
∞ The Brand has a refined image, a unique taste and a recognizable product profile which can be used as basic features to leverage a distinctive positioning
∞ Consumer expectation for brand activity and change
CONS
∞ The brand, like most liquors, is associated with after dinner consumption, mainly at home, and is therefore distant from the drinking modes and contemporary trends of consumption
∞ It has a very strong and persistent imagery (see values above) hard to refresh by injecting new and contemporary values without risking loss of personality and lack of credibility or crossing into other brands territories
We would like to receive:
Mandatory
∞ storyboards in PDF. Quality of drawing may influence final decision making.
∞ copy in word
∞ eventual music background
Optional
∞ separate PPT presentation to describe strategy and story (this should not be done in Copy or Story board)
Winning campaign, if relevant, will be tested in a copy test in October. For this test you will need to produce a PDF storyboard with particular indications which will also be produced on hard copy for the test.
WHAT IS IT ?
It is the task that the Builder asks you, the Creator, to accomplish.
Here are 2 CONCRETE EXAMPLES:
∞ to encourage smokers to keep on trying to give up smoking (especially if they’ve already tried and failed before)
∞ Make people understand that I love dolphins by looking at the decoration of my car.
In summary: How to bowl a stike by knocking down 1 pin… this one!
WHAT IS IT?
The people that the Builder wants you to entertain and persuade in order to think, feel or do something (which is exactly what you will read in the next section :)
Here are our 2 CONCRETE EXAMPLES:
∞ Smoking girls and women that would like to quit smoking but can’t. Usually health-conscious adults who care about their esthetical look. They generally feel guilty about that because they know it is harmful and it ruins their health. It’It’s a real problem for them: it’s like “My brain wants something, but my hand cannot respond”. They don’t relate to my brand, they are just waiting for a “helping hand”.
∞ People more or less my age (I am 25 :) who watch me when I am driving my car. I care especially about those who are not yet my friends and people I know. People that I would like to understand something about me (even without knowing me :) They should think “Oh, look at that car, she must be a dolphin-lover”. This way they will know something of me without having talked or chatted with me personally. If it is a guy in another car, and he doesn’t like the way I decorated my car, then he will stay away (and I will not waste time :)
In summary: Get inside their skin!
WHAT IS IT?
The one single thing that Builder wants you to persuade his target audience of.
Here are 2 CONCRETE EXAMPLES:
∞Every cigarette you smoke is causing damage to your looks now.
∞I am a girl who likes dolphins and the sea.
In summary: Get it inside their brain!
WHAT IS IT?
It is the key to achieve the objective. It is what supports the Builder’s proposition. So, it is linked to the proposition and is the logical explanation that will make the target audience believing to it.
Here are 2 CONCRETE EXAMPLES:
∞ Smokers have thinner skin than non-smokers. A recent study took several pairs of identical twins where 1 twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers and in some cases there were differences of up to 40%. The presence of thinning-block anti-oxidants counteracts the effect of the nicotine on the skin.
∞ I am originally from a village on the sea side; but I live very far away from the sea. Many years ago I moved with my parents far away from the sea where I grew up. The sea is the only thing I’I’m missing in this place. That’s why I have both my flat and my office full of dolphins, which remind me about my hometown and that I collect maniacally. I have tried to go out with many people and discovered that those who don’t share my passion just don’t understand me. So, better they know about it at 1st glance!
In summary: if you are looking for logics… it’s here!
2. Relaxed enjoyment; ease
3. Italian: the Italian character is to be intended as contempora ry and aspiration al lifestyle.
The following declinatio ns of p.3 should be avoided:
∞ Clichés as not in line with innovation and the refined stance
∞ Obvious reference to origin
∞ Finally, reference to the specific territory of Italian style (fashion, design etc) is too distant and cold for the values expressed by Disaronno.
WHAT IS IT?
It’s the Brand that you are asked to create for is. Yes… who! The brand like it was a human being, like it has his own personality. To know the personality of the “client”” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives… they will be so helpful to you!
Here are 2 CONCRETE EXAMPLES:
∞ Knowledgeable, scientific, trustworthy, performing.
∞ Sea and dolphin lover, passionate, extrovert, egocentric.
In summary: Imagine that the “client” is a living person!
∞ Propose Key frames/Key visuals to support the campaign in print
∞ Eventually, if desired, propose online declinations
WHAT IS IT?
A list of places (media) or things that will convey what you will create… the outcome of the BootB Project.
Here are 2 CONCRETE EXAMPLES:
∞ Magazines. Lifestyle and health focused. Planned budget is 500,000 USD. Country of investment is New Zealand.
∞ My car.
In summary: consider the medium!
It is important to give protagonism to the product polisensualism using visuals of Disaronno to leverage product distinctiveness in terms of taste and quality and stimulate temptation, appeal and involvement.
∞ iconic bottle and cap;
∞ close up on the amber liquid.
Key copy:
∞ mentioning the brand name “Disaronno”;
∞ emphasis on taste.
Key features during the story:
∞ Mandatory Drinking Moment for Disaronno on the Rocks.
Optional: eventually trigger curiosity by suggesting new ways of drinking, however, keep it simple and understandable for consumers. Make the when, where and hows of consumption very clear to consumers.
∞ sociability and sharing: group of friends avoiding impersonal crowd
∞ the story should give the brand an approachable and contemporary feel without loosing the “special moment” feel the brand has in its heritage
∞ the story should be adapted to the Dutch public’s expectations in order to create empathy;
∞ promising Brand image renovation requires an innovative, at the same time credible approach.
Be innovative and creative but stay credible.
Setting:
∞ Out of home;
∞ Enjoyment in an Relaxing / Lounging situation.
Note: Deadlines are short. Avoid proposals which would require excessively complicated, long and/or expensive production requirements.
Anything that will help you in creating, like:
∞ Business objectives
∞ Market overview
∞ Competitive scenarios
∞ Guidelines or mandatory inclusions
Anything that Builder will provide you as useful information.
In summary: make your talent fly !