We’re an engineering company based in Italy since 1925, producing security locks.
We’re up to launch a new product on the market: WALLOCK, an anchorage built to lock into the wall of your garage the frame and eventually the wheels of your bicycle, guaranteeing a high security solution against bike theft.
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 ask for a viral marketing idea (guerrilla marketing, viral video, teaser, social networking activity, events, merchandise etc.) in order to increase product awareness.
We expecting high-impact solutions, out of the box, able to raise interest around Wallaock’s product , catch the attention of the targeted clients and make them aware of the important NEED solved: tey can now be sure that their bikes are safe against thieves!
There are thousands of committed cyclists owning expensive bicycles. When they’re not riding their beloved bike, they need to keep it in the garage or the basement. These locations are everything but safe and secured, so very frequent thieves break in, steal the bikes and re-sell them.
What can be done? Bring the bike inside the house when the night falls? Keep it next to your bed, on the balcony or behind the sofa?
Wallock guarantees you that every morning you will find your bike where you left it: on the wall of your garage securely kept by its anti-theft locks!
When targeted clients will find out about this product they’ll ideally be thinking: “finally I can quit bringing my beloved bicycle in-house to make sure it won’t be stolen!” (a common habit among cyclists)
Therefore they will feel encouraged to get more information on the website www.wallock.it, to contact a dealer and ask about the Wallock product, as well as spreading the news within the bikers community and friends in general.
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 !
“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 !
High -value bicycle owners: people passionate about this means of transportation, who have invested an important amount of money into buying one, and feel devoted to it.
All in all, the “get away from my bicycle!” type of people.
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.
“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 the target to learn about the EXISTANCE OF WALLOCK! Especially since it represents a unique solution to a problem that no other product can solve.
Once the target knows about the product, they will want to buy it and to let other people confronting the same need to keep their bicycle safe, know about WALLOCK.
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!
“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 high value bicycle owners know as soon as a thief breaks into their garages, the bikes will go missing. The chance to put their mind at rest about this is something they cannot say no to.
Because Wallock is the only product on the market made completely out of lacquer steel, designed and produced for maximum robustness, on the basis of Wallock’s extensive experience. Moreover it’s fixed in a strong and irreversible way on the wall.
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.
“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...
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Internet (social networks, forums, communities), sports manifestations for bicycle-community, the street.
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... :)
“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 !
For further information go to: www.wallock.it
Here attached you can find: various pictures of the product and its application, its brochure and the logo (last two elements are actually temporary)
Let your creativity fly!
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) !