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 :)
1) The Anniversary’s “umbrella” concept.
2) The communication of the concept in the following ways:
a. TV: Storyboard for 30 and 10 second commercials;
b. Radio: Text of a commercial;
c. Posters: final design or sketch;
d. Booklet: Cover and internal layout sample (division between food and non-food products is desireable).
Note that the spring anniversary is a regular event for Auchan customers, together with the more “traditional” Autumn Anniversary. The duration of both anniversaries is 2 to 3 weeks. Example: ... (attached the materials developed for Spring Party 2007)
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!
∞ Their first visit to an Auchan store if they aren’t Auchan customers yet (a visit which, hopefully, will turn them to loyal customers);
∞ An unmissable occasion to visit an Auchan store for old clients Note that Auchan anniversaries are not aimed solely at the brand’s ordinary target, usually represented by the family member responsible for shopping (be it a single person or the mother of 12 kids...)
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!
∞ The Anniversary presents not so much specific proposals (generally connected with particular departments or season products) as the very best of everything. For this reason the proposal should convey the Surprise generated by the “Product-Price” combination.
∞ The concept of “urgency to go to Auchan stores” since the Anniversary offers are limited in time and in availability.
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!
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!
∞ 30 and 10 second TV commercials;
∞ 30 and 10 second radio spots;
∞ 6x3 metre posters;
∞ Promotional booklet distributed at stores and via direct mail.
Note that there could be several subjects of the “product” communication (more than one product highlight each week).
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!
Additional Executional Elements
[ what else would you like to know in order to provide a BootB creative Solution ? ]
∞ The Auchan logo and the convenience concept contained in the slogan “The strength of convenience”;
∞ The communication — more technical than substantial — of the available quantities and the days of validity of the Anniversary’s offers.
It is desirable but not obligatory to show Auchan employees and clients in the commercials.
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 !