B4 starting to learn out the body of the Brief, u need 2 get some general information, 2 b provided in the on-line in the dedicated fields:
Title of the Brief. It’s the name chosen by the Builder (as simple as this :)
Builder. It’s information about who is the Builder. For example let’s imagine that he is Procter&Gamble. This company has very many Brands in it’s portfolio: Gillete, Max Factor, Ariel, Pantene, Pringles & so on. So, let’s say that Pantene needs a new design of poster. In this case there will be in Title “Design of poster” & in Builder “Pantene”. But in case Ariel wants new design too, there will be another Brief with the same title (& may be with other) “Design of poster” & in Builder will be “Ariel”. wants a poster too, there will be another Brief with the same title (& may be with other) “Design of poster” & in Builder will be “Ariel”. And if HR department of P&G begins a campaign searching 4 young people 2 recruit, they can also ask 2 create “Design of Poster”. And Builder will be “P&G”. If Builder is a Brand, then U will see Name of Brand, description of this Brand (from Profile) & also a Name of Company – owner of this Brand. If Builder is a Company there will be description of a Company from Profile. And if Builder is an Individual there will be his real Name or Nickname. And any Builder can choose “blind” mode, which means that U can’t see who is the Builder at all.
Deadline. It’s the last date u can publish your Solutions 2 this Brief. At the launch date the Brief will be published 4 no less than 30 days & no more than 180 days.
Budget. It’s the reward that U will get if the Builder will think that your Solution is the best. Minimum is 900 USD. Maximum is not limited & never will b… :)
Brief language. This field provides u information about language the Brief is written in. If there r several languages, it means that Brief is translated into these languages. But u will always b able 2 understand the original language… it will always be in magenta (an important color… isn’t it? :)
Category & Service show the creative area of the Brief in order U can find Briefs according 2 your professional skills & personal preferences.
Language of Solutions. It’s a list of languages that Builder will accept as a language of Solution. But if u don’t speak any of those languages but u have an o.o.t.B. [out of the Box] idea, don’t give-up. 1st of all many briefs don’t require any copy. But if they do, if u r creative -& if u r a Creator we believe u r…- u can find 4 sure who will translate copy 4 u! :)
If u have any questions while learning Brief Page u can always click on “?” and the BootB Helping Manual will appear 2 u.
The GREATness of your BootB Solution is proportional to the clarity of your understanding of the Brief. The Brief is the heart of the creation process; this is valid also in the BootB Re-publi-ca… sorry for this not out of the Box approach!! In fact, the Brief tells succinctly to you what the brand Builder wants to get.
The BootB Brief was designed in order to build up a successful bridge between you and the Builder. To get complete a mutual comprehension, please follow our instructions on how to work with a BootB Brief: start by reading it step by step up to the end and then take a break; when you finish, read it again to get final insights and inspiration!
Here below you will find the BootB Briefing Guide. First part is about the Brief in general and the second one is about the reading of the Brief step by step, 8 steps in total.
At each step/section you will find:
∞ what is the section about
+
∞ 2 examples: 1 for the Builder if it is a Company and 1 for the Builder if it is a person (not a Company)
and
∞ a synthetic sentence of what the section is all about in a few words.
المشتري
[ من الذي يكتب ملخص BootB لمبدعي BootB؟ ]
The brief comes from the heart of the communication development in the LEGO Company –LEGO IN-House Agency. We want the creators to help us develop a viral brand campaign that captures the greatness of the LEGO brand – and having a global appeal.
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 :)
هدف المشروع / الوصف
[ ما الذي تحاول تحقيقه؟ ]
Using the viral media LEGO should explore new and innovative ways to capture the attention among kids, especially boys, from the age of 6-12.
The objective is to come up with ideas for either one strong overall campaign idea or a series of viral messages that are so intriguing, fun and engaging that kids just have to see it and send it on to their friends.
The key success factor for the campaign is to move kids from the group of medium users into the group of core LEGO users – with a strong brand affinity.
And that the core users will have their love to brand confirmed.
The goal of this campaign is not to convince rejecters of the LEGO brand to become lovers of the brand.
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!
الجمهور المستهدف
[ من الذين تحاول التأثير فيهم؟ ]
Kids -especially boys- from the age of 6 to 12.
If parents find the campaign great – excellent.
But the kids remain the core target.
This campaign is aimed at two groups:
i) Medium users with medium brand affinity
ii) The heavy LEGO users with strong brand affinity
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!
العرض
[ ما الذي تريد أن يحصل عليه الجمهور المستهدف أو يفهمه أو يفعله؟ ]
The LEGO brand is cool, stimulates creativity and creates endless play opportunities for the kids of today.
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!
الأدوات المساندة
[ ما الذي يدفع الجمهور المستهدف إلى الثقة في عرضك؟ ]
Because LEGO is Fun, Creativity & Quality that generate Joy of Building & Pride of Creation as end result.; Quality that generate Joy of Building & Pride of Creation as end result.; Pride of Creation as end result.
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!
الشخصية
[ما الملامح التي تميز شخصية العلامة التجارية؟ ]
The LEGO Brand personalit y is founded in our core values and the brand essence.
The core values of the LEGO brand are:
Fun
Creativity
Quality
The brand essence of the LEGO brand is:
Joy of Building. Pride of Creation - for the Builders of tomorrow.
The above should be strongly reflected in the viral brand campaign that should be based on simple, funny and yet inspiring ideas that are so cool that kids wants to share it with their friends.
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!
الخطة الإعلامية / الموضع
[أين سيظهر هذا العمل ]
i) The campaign will be represented on and should generate traffic to www.LEGO.com
ii) The campaign should be if not the talk of the town then the talk of the internet.
The messages should be found on all the popular sites that kids love.
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!
عناصر تنفيذية إضافية
[ما الذي يجب توفيره أيضًا للمبدعين من أجل تنفيذ مهمة BootB الإبداعية؟ ]
The viral messages must not in any way be offensive but be based on the strength of the LEGO brand and it its philosophy to create endless play opportunities – every day. The messages must not in its tone of voice or content be a turn of for parents.
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 !
