GLOBAL WATCH INDUSTRIES is an Italian company operating successfully in the local and international watches market. It produces and commercializes watches for more than 10 brands in the industry.
CT by Chronotech is a new GWI brand who has been on the market for two years now. It was launched in order to meet the market needs, demanding great value for money - good quality watches with modern design suitable for everybody, at affordable prices.
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 objective is to find a new advertising idea , one that stands aside of everything we did in terms of advertising till the date and, more importantly, an idea able to set us apart from all competitors on the market, through a distinctive positioning.
The new advertising idea should be easily applicable to outdoor and print campaign, as well as to any dynamic and non-conventional marketing initiatives (below the line activities).
The ultimate goal of the campaign is to increase brand awareness.
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 !
CT by Chronotech is a line including wristwatches suitable for various targets. Therefore the advertising idea should speak to a broad client base, focusing on the 15 – 40 years old men and women with medium income.
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 !
CT by Chronotech promises to bring fashion “timepieces”, with sporty and modern designs, at prices ranging from €39 to €99 - a real and practical response to the current market needs.
Price is an important element therefore the new advertising idea should clearly transmit the affordable nature of the product without specifying directly the price.
The purpose of the campaign is to attract, through a renewed advertising image, the attention of potential buyers over the CT by Chronotech brand. Currently, CT by Chronotech sufferers from low brand awareness. It is not recognized as a watch brand and it is often confused with Chronotech, another brand name belonging to Global Watch Industries, one that speaks to a different target not overlapping with CT by Chronotech. CT could be defined as Chronotech’s second level brand but it differs substantially from the “mother brand” as it has a wider target (given the price and the models designed to suit various tastes and attitudes). Therefore it must have its own distinctive communication campaign.
The wristwatch industry is currently highly populated and fragmented while it presents several big spenders (like Breil, Morellato, Citizien, D&G Watches, Swatch and Chronotech itself). The image and positioning of CT by Chronotech must differ substantially from the previously mentioned big spenders.
"A watch (with sporty and fashionable design features) at the price of an accessory"
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 !
We believe that the watches themselves could be of real interest to the target. The difficulty lies in catching the attention of the potential target given that CT by Chronotech is a recent brand that lacks the advertising investment power of the historical players. The big challenge is to communicate effectively its mission through the traditional media.
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,
- contemporary,
- casual,
- cool,
- cosmopolitan.
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 !
We expect the creative proposals to be submitted as print & outdoor presentations. The magazines where the ad will be placed will be chosen in function of the wide range of potential clients. That means commercial magazines with extended reach and transverse target will be included.
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 !
The key visual of the campaign should be developed primarily for one-page print and secondary for billboards 6x3, with horizontal display (landscape format). The large number of possible variations (catalogs, graphics, customized point of sale) require an image rich in elements that can be used separately in order to embellish all the campaign support materials.
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) !
