Buongiorno S.p.A. (MTA STAR, Italian Stock Exchange: BNG) is a leading multinational in the mobile entertainment market. The company has 24 offices worldwide and does business in 57 countries spanning 5 continents with direct customer connection. The company has two main business lines: directly distributed added-value services - through the BlinkoGold Mobile Content and the peoplesound Social Networking service brands - (Consumer Services) and the relational marketing services corporate business line (Buongiorno! Digital).
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 are creating a Virtual Game that will run on FaceBook. This is a Social Game whose main theme will be Dating. We want you to invent this game’s Naming and Pay Off. The mechanism will be similar to other known games, like: Farm Ville & Pet Society.
Hints on the Game dynamics:
Users register to be able to make dates with one another. They will attend an Academy where they can improve their dating skills and meet new people.
Once registered, the user gets a profile and follows the training through tests and tools that are particular for this Virtual/Social Game. Everyone registers with their actual name and personal data.
Based on their profile and results during the virtual training period, the users are classified and linked to a system application at both a local and global scale.
The ‘dater’ has to organize the date (place, gift, attire) and interface with the selected person in a speed-dating session.
The ‘date’ who was invited will provide a score/vote for the date organizer; the system will provide a score for both. Then the vote will be applied to a general classification/ranking. (AVATARS are anonymous during the date).
Obviously, after Dating the users will have the possibility of befriending each other on Facebook.
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 !
All Facebook users, both men and women. In particular, those between 18 and 40, especially if they are single. Those willing to engage in this experience and improve their dating skills, and those who want to meet new people. The game can be played by the shy as well as the bold.
We really want that everybody participate in this game, even those people who are married or engaged -at least in the part of the Dating Exercise (the virtual training period).
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 !
Know about the existence of the game, quickly understand its theme, download it and participate. Spread the word.
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 the game is a great exercise to become a better dater -or to reaffirm your expertise in the matter. In short, to improve your ability to attract the opposite sex or make your sex appeal decidedly global. Because this is not just theory but practice as well, even if virtual!
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!
Young, quick, easy going, interactive, communicative, gratifying, global, sober and educated, never vulgar.
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 !
The game will run on the following Social Network: FaceBook.
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 !
Important.
The Naming that is conceived must have its own .com domain available.
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) !
