Before starting to read the body of the Brief, you need to learn some general information, which is provided online in the dedicated fields:
Title of the Brief. This is the name chosen by the Builder (it’s as simple as that :)
Builder. This is the information about the identity of the Builder. For example, let’s imagine that the Builder is Procter & Gamble. This company has very many Brands in its portfolio: Gillete, Max Factor, Ariel, Pantene, Pringles and so on. So, let’s say that Pantene needs a new poster design. In this case, the Title will be “Poster Design” and the Builder will be “Pantene”. But if Ariel wants a new design too, there will be another Brief with the same Title “Poster Design” (and there may be others as well) and in the Builder field will be the text “Ariel”. And if P&G’s HR department begins a campaign searching for young people to recruit, they can also ask to have a “Poster Design” created for them. In this case, the Builder would be “P&G”. If Builder is a Brand, then you will see name of the Brand, the description of this Brand (from the Builder’s Profile) and also the name of the Company – i.e., the owner of this Brand. If the Builder is a Company, there will be description of the company, as input in their Profile. If the Builder is an Individual, you will be able to see his or her real name or Nickname. Also, any Builder can choose “blind” mode, which means that Creators can’t see the Builder’s identity at all.
Deadline. This is the last date when you can publish your Solutions to this Brief. At the moment the Deadline can be set to no less than 30 days and no more than 180 days after the initial Brief publication.
Budget. This is the reward that you will get if the Builder decides that your Solution is the best. Minimum is 900 USD. Maximum is not limited and never will be… :)
Brief language. This field provides you information about languages the Brief is written in. If there are several languages, it means that Brief is translated into these languages. But you will always be able to know which is the original language… it will always be in magenta (an important color… isn’t it? :)
Category and Service show the creative area of the Brief so that you can find Briefs according to your professional skills and personal preferences.
Language of Solutions. This is a list of languages in which the Builder will accept Solutions. If you don’t speak any of those languages but you have an o.o.t.B. [out of the Box] idea, don’t give-up. First of all, many Briefs don’t require any copy. But if they do, if you are creative -and if you are a Creator we believe you are- you can surely find someone who will translate the copy for you! :)
If you have any questions about the Brief Page you can always click on “?” to display the BootB Help Manual.
Create Clearasil online engagement
Published 15.04.08 01:00 GMT
187 Total
Category: Advertising : Web; Promotion : Web Promotion
Deadline:
01.06.2008 23:59 GMT
updated 16.05.08 04:30 GMTBudget: $9 000
Status: Closed
Language of Solutions: English
The GREATness of your BootB Solution is proportional to the clarity of your understanding of the Brief. The Brief is the heart of the creation process; this is valid also in the BootB Re-publi-ca… sorry for this not out of the Box approach!! In fact, the Brief tells succinctly to you what the brand Builder wants to get.
The BootB Brief was designed in order to build up a successful bridge between you and the Builder. To get complete a mutual comprehension, please follow our instructions on how to work with a BootB Brief: start by reading it step by step up to the end and then take a break; when you finish, read it again to get final insights and inspiration!
Here below you will find the BootB Briefing Guide. First part is about the Brief in general and the second one is about the reading of the Brief step by step, 8 steps in total.
At each step/section you will find:
∞ what is the section about
+
∞ 2 examples: 1 for the Builder if it is a Company and 1 for the Builder if it is a person (not a Company)
and
∞ a synthetic sentence of what the section is all about in a few words.
Builder
[ who is writing a BootB Brief for BootB Creators ? ]
Clearasil – a medicated skincare brand with over 50 years of expertise behind it.
WHAT IS IT ?
Who is the Builder?
A Company? A person?
What is the activity of the Builder?
All interesting things to know in order to sew a “tailor-made” solution … :)
IMPORTANT: If Builder doesn’t want to disclose who is he, no problem. In this case he has 2 possibilities.
∞ Skip the section (sorry, job of the tailor will be a bit harder… :)
∞ Say what he can say
Here are 2 CONCRETE EXAMPLES:
In case Builder is a COMPANY
∞ If Builder has no problem in disclosing his identity (VISIBLE):
NMN -No More Nicotine- is a Brand that promises to counteracts the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. NMN is distributed in pharmacies and drugstores, its price positioning middle-high; it is mainly promoted through professional endorsement and not massively advertised.
∞ If Builder doesn’t want to disclose his identity (BLIND):
BBrand providing products that promise to counteract the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. The products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and not massively advertised.
In case Builder is a PERSON
∞ If Builder has no problem in disclosing his identity (VISIBLE):
My name is Lucy Pallet. I am a student in oceanography at university.
∞ If Builder doesn’t want to disclose his identity (BLIND):
I am a girl who studies oceanography at university.
Simply who is the Builder (in a visible or “blind” way :)
Project Objective / Description
[ what is the Builder trying to achieve ? ]
The objective is to create engaging content for Clearasil online. This can either be integrated to our existing website
www.Clearasil.co.uk/Maycauseco nfidence, or something viral, fun and exciting to direct traffic there. It needs to be a tool, game, page, idea or something new that generates positive word of mouth, drives traffic to the site, and engages our consumers with the website and consequently the brand. It needs to fit in with our existing campaign “Clearasil May Cause Confidence” so should have confidence at its heart – with a nod to the Clearasil brand.
WHAT IS IT ?
It is the task that the Builder asks you, the Creator, to accomplish.
Here are 2 CONCRETE EXAMPLES:
∞ to encourage smokers to keep on trying to give up smoking (especially if they’ve already tried and failed before)
∞ Make people understand that I love dolphins by looking at the decoration of my car.
In summary: How to bowl a stike by knocking down 1 pin… this one!
Target Audience
[ who is the Builder trying to influence? ]
Male and females 11-24 – our bullseye is 18 years old, with interest in spot control skincare products.
WHAT IS IT?
The people that the Builder wants you to entertain and persuade in order to think, feel or do something (which is exactly what you will read in the next section :)
Here are our 2 CONCRETE EXAMPLES:
∞ Smoking girls and women that would like to quit smoking but can’t. Usually health-conscious adults who care about their esthetical look. They generally feel guilty about that because they know it is harmful and it ruins their health. It’It’s a real problem for them: it’s like “My brain wants something, but my hand cannot respond”. They don’t relate to my brand, they are just waiting for a “helping hand”.
∞ People more or less my age (I am 25 :) who watch me when I am driving my car. I care especially about those who are not yet my friends and people I know. People that I would like to understand something about me (even without knowing me :) They should think “Oh, look at that car, she must be a dolphin-lover”. This way they will know something of me without having talked or chatted with me personally. If it is a guy in another car, and he doesn’t like the way I decorated my car, then he will stay away (and I will not waste time :)
In summary: Get inside their skin!
Proposition
[ what does the Builder want the target audience to get / understand / do? ]
We want the target audience to reappraise the brand. They currently think it is a spot treatment brand with harsh products, used at times of skin distress, and is not cool! They think it is more for the younger male teens. We want our online content to engage consumers and cause them to reappraise these ideas. We want them to believe Clearasil is modern and up to date – it is a brand relevant to them, whether they are 11 or 24, male or female! And there are products that can be used every day for skin confidence and clearer skin all day every day.
WHAT IS IT?
The one single thing that Builder wants you to persuade his target audience of.
Here are 2 CONCRETE EXAMPLES:
∞Every cigarette you smoke is causing damage to your looks now.
∞I am a girl who likes dolphins and the sea.
In summary: Get it inside their brain!
Support
[ why should the target audience believe in the Builder’s proposition ? ]
Clearasil have been the skincare experts for over 50 years and are a global leader in skincare. Clearasil products are dermatologically tested. Clearasil Ultra products are proven to give you visibly clearer skin in just 3 days, while brand new Clearasil Stayclear products with added moisturisers penetrate deep into pores to clear your skin of dirt, oil and bacteria to give you clearer skin all day, every day.
WHAT IS IT?
It is the key to achieve the objective. It is what supports the Builder’s proposition. So, it is linked to the proposition and is the logical explanation that will make the target audience believing to it.
Here are 2 CONCRETE EXAMPLES:
∞ Smokers have thinner skin than non-smokers. A recent study took several pairs of identical twins where 1 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%. The presence of thinning-block anti-oxidants counteracts the effect of the nicotine on the skin.
∞ I am originally from a village on the sea side; but I live very far away from the sea. Many years ago I moved with my parents far away from the sea where I grew up. The sea is the only thing I’I’m missing in this place. That’s why I have both my flat and my office full of dolphins, which remind me about my hometown and that I collect maniacally. I have tried to go out with many people and discovered that those who don’t share my passion just don’t understand me. So, better they know about it at 1st glance!
In summary: if you are looking for logics… it’s here!
Character
[ what are the features that better define the personality of the Builder’s Brand? ]
Daring, fun, playful, and passionate . We jump into life with confidence ! We have great skin, know we look good and that helps us get on with the adventure.
WHAT IS IT?
It’s the Brand that you are asked to create for is. Yes… who! The brand like it was a human being, like it has his 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… they will be so helpful to you!
Here are 2 CONCRETE EXAMPLES:
∞ Knowledgeable, scientific, trustworthy, performing.
∞ Sea and dolphin lover, passionate, extrovert, egocentric.
In summary: Imagine that the “client” is a living person!
Media Plan / Placement
[ where will this work appear? ]
This will appear on our website
www.Clearasil.co.uk/Maycauseco nfidence. Or it could exist in the online world and send people to our website through online ads, emails, social networks or recommendations to a friend...it’s up to you!
WHAT IS IT?
A list of places (media) or things that will convey what you will create… the outcome of the BootB Project.
Here are 2 CONCRETE EXAMPLES:
∞ Magazines. Lifestyle and health focused. Planned budget is 500,000 USD. Country of investment is New Zealand.
∞ My car.
In summary: consider the medium!
Additional Executional Elements
[ what else would you like to know in order to provide a BootB creative Solution ? ]
It needs to fit into the MCC website or be something external which leads to further content on the site, and it needs to be integrated as part of our MCC campaign. It needs to be fun and in line with the Clearasil brand and its values. You need to provide us with:
- Concept description (creative idea, how it would work, where it would fit into the site/online…) in a word/text document.
- A visualisation of what it could look like – PDF/Powerpoint/Jpeg/Live online example
- Ideas on how to generate word of mouth & non-funded website traffic in a word/text document.
See our current TV ads at
http://www.clearasil.co.uk/may causeconfidence/now_on_tv.html
Anything that will help you in creating, like:
∞ Business objectives
∞ Market overview
∞ Competitive scenarios
∞ Guidelines or mandatory inclusions
Anything that Builder will provide you as useful information.
In summary: make your talent fly !
