The mission is to transform a shopping center in a multifunctional area, a laboratory of social, cultural and entertainment initiatives. For this reason we rebuilt authentic places which support and promote the Turin area, organizing activities to amuse visitors. Some examples are represented by the summer festival “Gruvillage” (www.gruvillage.com), the childhood park “Grulandia”, charity and other events in design, art, sport and culture fields.
The “Gru Radio” project is going to roll-out in the above described context.
Description of the Radio:
∞ Will go on air in Turin and its area + inside the shopping center.
∞ Focused mainly on music.
∞ Very short advertising breaks.
∞ Hourly news, national but especially local, with journalistic insights as the shopping center is like a small city giving a lot of arguments for discussions with space for practical advices. Insights on beauty, health, wellness, technology, music, books, cooking recipes will be given by the mean of short interviews. Moreover the radio will broadcast interviews of writers, musicians and guests of the shopping center.
∞ It will also give access to contests with the chance of winning shopping coupons to be spent in the Center, aimed at building loyalty within the audience.
∞ Broadcasting schedule: international music (70s, 80s and 90s + contemporary), easy listening and not too commercial. From acid jazz to ambient, from r&b to soul, from blues to rock, from pop to funk (avoiding extremes like metal, techno, punk, etc.) + dedicated space on ethnic music from around the world. In the schedule there will also be few commercial songs of well known artists (inflated tracks broadcasted by the majority of other radios).
∞ From 9 till 11 pm it will be aired a theme program with a speaker/moderator will be aired: Monday jazz, Tuesday Brazilian music, Wednesday Motown, Thursday Good Times with Norman Jay, Friday dance music, etc.
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 :)
We need a logo which is simple, attractive, young and modern. On one side in line with the overall image/communication of the shopping center (www.legru.it), but on the other side a logo more typical of a radio (because it’s a real broadcasted radio and not only music aired in the shopping center).
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 !
Considering the schedule of the radio, the audience will be most likely wider during day time and more specific/interested during the evening.
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 !
∞ It is a new-generation radio which is fresh and newer than others.
∞ Local radios in the Turin are low-profile, whilst “Gru Radio” is complete and trendy.
∞ Music is pleasant, different and less banal than other radios, as free from market needs that impose music provided by music record companies.
∞ There is a lot of music and few ads.
∞ Evening schedule has interesting theme programs.
∞ It gives advices on shopping + lots of news and local insights, which other local players lack.
∞ It gives the opportunity to participate in contests and to win rewards.
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 !
Because, distant from the revenue’s constraints, “Gru Radio” will be different by default, free to risk and experiment in order to improve the listeners’ experience.
Because, without the necessity of running after specific target segments linked to Audiradio (the Italian authority measuring share of voice/market), “Gru Radio” will be free and live on the significant marketing budget of the shopping center and on the relative visibility.
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!
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 !
It will also benefit from all media activities carried out by the shopping center to promote the center itself. This advertising presence will be much higher that those of both local radios and national networks.
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 !
∞ No commercial features should appear, as already inherent in the radio’s name (“Gru Radio” – Shopville Le Gru).
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) !
