Universal Pictures is a world leader in the production and distribution of movies. It works to produce and distribute international and Italian movies on the Italian market. For more information see the website at www.universalpicture.it
In Italy, Universal also distributes movies by DreamWorks Pictures, an American studio that develops, produces and distributes movies, video games and television programs. This studio has produced or distributed more than ten movies with record turnovers. Shrek is its most successful title to date.
DreamWorks started in 1994 as an ambitious attempt by media moguls Steven Spielberg, Jeffrey Katzenberg and David Geffen to create a new Hollywood studio.
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 :)
On December 17th 2010, a new movie by Dreamworks, MEGAMIND will be shown in Italian movie theatres. This 3D movie by the studio that created "Shrek", "Madagascar" and "Kung Fu Panda" is about the brilliant and diabolical Super-Villain, Megamind, who tried to conquer the Earth for more than 20 years, but is always hampered by his nemesis, the super hero, Metro Man. However, this all changes one day when Megamind accidently kills Metro Man while he is grappling with one of his evil plans. Suddenly finding himself without an enemy to overcome, the evil genius is discouraged and decides that the only way to turn back is to create a new rival. This rival is even bigger and stronger than the first opponent, Metro Man. But when the new hero begins his personal war to destroy the world, Megamind has to face a decision: Will he be able to beat the diabolical creation? can the most intelligent man in the world make a very intelligent decision? can the evil genius can change sides and become the hero?
The American dubbers of the main characters are: Will Ferrell, Brad Pitt, Tina Fey, Jonah Hill.
The creators are asking for a Guerrilla and Ambient Media campaign for the movies launch in Italy.
We have to communicate that a new Dreamworks 3d movie is coming to movie theatres (major selling factor that needs to be stressed) with a new character that will appeal to children, parents and adolescents. It is a movie for the whole family.
The aim of the contest is to create events through various media (media, outdoor, guerrilla marketing, flash mobs, web events, activities in movie theatres).
Think about creating great expectations the day before the theatrical release of Megamind. Keeping in mind that the movie will come out at Christmas (the 17th of December) you can use activities that have a Christmas feeling or that are related to Christmas events (refer to the attachments to see what was done for Madagascar 2 in the Galleria Colonna).
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 !
The events will be addressed to 4 reference targets:
∞ Kids (8-14 years old)
∞ Parents with kids
∞ Kidults
∞ Teens (12- 16 years old)
The first two targets are immediate and we can work on these with an adv campaign, so the ideas that come out of the contest may be more unbalanced on a teens or kidults target.
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 !
We want all targets to understand that the movie will be an event that they can't miss, in line with the great characters created by the brilliant authors of SHREK and Madagascar. We want kids to make their parents go to the movie theatre to see the movie but at the same time we want parents to be happy about bringing their kids to the movies.
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 communication will intrigue and enchant the viewer. Since it is also interactive, it will introduce the future public to the world of MEGAMIND, the latest hero of a production company that is already successful.
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!
∞ SUPER HERO
∞ SMART
∞ INVENTOR
∞ IRONIC
∞ ECOLOGIST
∞ HEALTH FANATIC
∞ INDESTRUCTIBLE
∞ STYLISH
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 !
All the media involved in the campaign will be able to communicate to the target audience: the classic media, press, TV, radio, billboards, web, guerrilla marketing and events. In this context, the "event", the big ideas can become a medium as it can generate "physical contact" between the real targets and the right "noise" around the communication campaign.
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 !
List and short explanation of the attached files.
∞ Mega Mind Trailer
∞ Mega Mind Communication Strategy
∞ Examples of Guerrilla and Ambient Marketing already made for previous launches.
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) !
