Masottina
Founded in 1946, M. is a family winery located in the Conegliano-Valdobbiadene area. The vineyards (60 hectares) fall within the Prosecco DOCG zone. It is headquartered in Conegliano. A continuous search for the best quality led M. to become an important reality and leader on the Italian and international wine-business scene. M. produces 1,500,000 bottles sold in more than 40 countries. M.'s wines are widely appreciated and have won important international awards.
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 :)
- Creation of an advertising page to raise awareness of the Brand with an incisive message that characterizes and captures the essence of the Brand and creativity thatemphasizes its personality.
We want to stress that we are seeking creativity focused on the brand that departs from the classic/traditional winery pages, for example: classic vineyard/product photo with winery phrase/story and logo.
FORMAT: classic A4 running vertically and with adaptation for a possible double page.
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 !
Italian consumers who associate wine with status and are seeking quality (Wine Lovers) with attention to the price, which does not, however, play a determining role in the choice of the product.
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 !
The target must understand:
- Masottina is the historic brand (since 1946) of a family that has been making wine for 3 generations, known within the wine-making community at an international level, even if, up to now, it's promotion has been entrusted primarily to word-of-mouth and the quality of the product.
- Masottina has excellent quality DOC and DOCG products that it produces in the Conegliano-Valdobbiadene, a prestigious area with a unique vocation for wine-making.
- Masottina's headquarters are in Conegliano, and art and wine city and the home of the first wine-making school in Italy.
The target must:
- discover the AUTHENTIC Prosecco that comes from the area where it originated and developed and that has all the typical characteristics of Conegliano Valdobbiadene DOCG Prosecco Superiore;
- consume the products;
- increase consumption at the points of sale where the target purchases;
- increase awareness of the products and Brand through word-of-mouth and other forms of direct communication.
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 !
Masottina
A) has total control of its production chain:
1. Choice of the best soil with the greatest vocation for growing grapes
2. Harvesting and selecting the best grapes
3. Quality wine-making that exclusively uses the “mosto fiore” (flower of the must for superior quality)
4. The sparkling wine process takes place slowly and at a low controlled temperature.
5. Choice of the best materials for bottling and packaging completely controlled by Masottina with tracking of every bottle produced.
6. International certification under the ISO 9001:2008 standard, the International Food Standard (IFS), the BRC Global Standard-Food and Organic Certification under EEC regulations 834/07 and 889/08.
B) Third-generation family business
1. A family that, motivated by passion and constant research to improve its products, processes grapes and wines with tradition and skill.
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!
Masottina is:
- AUTHENTIC
- COMPETENT, VERY ATTENTIVE TO THE PRODUCT
- RELIABLE
- FAMILY/TRADITIONAL
- HISTORIC
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 !
Campaign launch Winter 2010/Spring 2011
- Specialized periodicals (wines and liquors) - Italian and international;
- Wine and food periodicals - Italian;
- Consumer periodicals - Italian;
- Daily newspapers - Italian;
- Web - International.
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 !
All files must be in JPEG or PDF format. The winner must then delivery a modifiable/adaptable executive.
The attachments are purely indicative to give you an idea of the winery and the area.
Obligatory element: logo
an example of creativity is attached to illustrate one type of out-of-the-box creative direction
When choosing materials from picture banks, we ask that you use royalty-free pictures exclusively.
Good work!
M. Marketing Team
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) !
