The objective of this document is to kick off the Api IP creativity contest! The expected outcome is the design of our 2010 corporate wall calendar that will be distributed to and through the whole Api IP commercial network.
Api and IP are two distinct companies - each with its own story while both with pure Italian roots. In 2005 IP was taken over by Api.
Founded in 1993, Api is a recognized brand of the Italian oil and gas industry that has conserved and consolidated its leading position among the major national players. From day one the company has played an active role in the Italian market and it has followed its track evolving continuously. The external image of the brand was conveyed and supported by means of highly visible communication initiatives, especially in the ‘70s (“Fly with Api!”. Please note that the noun api in Italian language means bees).
2005 marked an important milestone in the corporate history as Api has bought IP. The merger was an important step as it allowed the Group to restate its leading position on the national territory by adding 4200 points of sale and reaching an estimated market share of 10%.
As a result of the M&A process two distinct companies came together, each one bringing its own peculiarities in terms of corporate culture and identity:
∞ Api, a brand of the noble past, is a small and reassuring company
∞ IP is a stronger and more dynamic presence
This union has been reflected for about 10 months now through the implementation of a new and unique commercial brand –“IP Gruppo api”.
The rebranding process of the new oil distribution network will continue throughout 2010 and will finally conclude in 2011.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
The goal is to create a wall calendar to be used as a conventional means of communication. It should be designed having in mind a 12 episodes story line that reveals a traditional company, characterized by both an important history and a future insight.
The calendar theme will play around the controversial association of tradition and innovation. It will be capable of communicating in general and through images the established presence of api IP in a story of a glorious “all Italian” past that heads towards an innovative future.
Having said that we request the selection of emotional images that bring to light the presence of the brand while stay in line with the corporate values described above. We will not appreciate nudes or Testimonials.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Main target:
∞ Managers and all representatives involved in the sales network
∞ App possible sales partners of the company
∞ Employees
Secondary target:
∞ Clients/ Consumers who will notice the displayed calendar in all our points of sale while filling up
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Key focus of the communication will be “the Italian Style” (l’italianità), the core value deeply tied to the origins of the two companies. This key value founds its essence in 3 important concepts that state the company’s value proposition:
∞ Renewed Tradition: it articulates the value of the tradition/heritage that has lasted over 70 years while renovating its key aspects;
∞ Leadership: the challenge of seeking to “go back to being big”, as the IP brand was in the ‘80s and ‘90s in terms of sponsorship, promotions and communication.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
The calendar represents a daily usage object, often in more than one occasions and it can be seen as an effective tool to convey the company’s values. The target audience gets to know the values while being encouraged to adopt them.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one 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%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
The proposal will be dominated by a profound and deeply reassuring tone of voice that defines a proud and confident company. The delivery style will have to communicate positive attitude, durability and brightness without any humor touch.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its 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...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
No media support plan is provided.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Format & Technical Details:
The proposal should be made following the next format clues:
∞ Handling of pages and flip through from bottom up;
∞ Preferably rectangular or square format, bimonthly and larger than the 2009 edition (34X32 cm); We do not exclude more complex display systems like pop up elements, etc.
∞ It is required to provide the technical specifications for printing.
The Creative is asked to indicate whether it is capable or not to complete the project, even beyond the concept, including fabricating/producing the calendar. Additional time needed to perform this task should be mentioned as well.
Layout & Display
In order to make the calendar easy to use, the creative should submit its proposal respecting the following graphical layout:
∞ The calendar must contain 7 pages including 1 cover and 6 folios. Each page will report a two-month period and will depict one image;
∞ The page dedicated to May & June, must contain a variation of the theme capable of impersonating the Italian spirit of IP api in partnership with FIGC (Italian Federation of Football). 2010 is the year of the World Cup organized in South Africa and IP api is an official partner of the previously mentioned institution.
∞ The logo and the slogan “ Un Nuovo Marchio, la stessa Tradizione” must be present on each page (see attachment doppia firma);
∞ Excellent readability of the days must be assured;
∞ It is required to specify royalties for each image used (image bank and numerical code, source)
∞ The creative proposal must incorporate the next specific communication elements of IP api:
- Sparks
- Colors: Orange & Blue
- Font: True Type
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
