Tuangon is a “daily deal” site, like Groupon or Living Social in the United States, which puts retail businesses in contact with their potential customers by offering coupons on the site every day with sharp discounts for use at restaurants, spas, classes, gyms, theaters, etc.
Our mission is described in the following points:
- to offer the best daily deals in collaboration with quality retail partners. At the moment, we are operational in Milan but we will be opening new cities in September, starting from Rome, Naples, Turin and Bologna)
- to be a guide to experiencing your city in the best way possible by helping you discover new businesses and fun activities.
- to establish a strong local presence, city by city.
这是什么？
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
这里有两个例子
如果愿意透露其身份（可见）：
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
Almost all the daily deal sites have the same layout, since practically all (including, it would be useless to deny it, Tuangon) have borrowed their site's structure and layout from Groupon, the site that invented daily online deals.
Our objective is to redesign the layout of the Home Page to graphically distinguish our site from the competition.
This restyling must clearly and incisively communicate the deal or offer of the day and, with equal force, Tuangon's second vocation: that of being a guide to the city.
So, we want to the new HP to resemble the pages of a city guide in a way that's up to you to determine. But not necessarily with photos of tourist or, in any case, famous sights (not, to use Rome as an example, photos of the Coliseum or the Spanish Steps) but with views that are unfamiliar to tourists but recognizable to city residents. To give you an idea of the results we want to achieve, remaining in the field of daily deal sites, we note the site .
xx\The layout of the HP must be adaptable to more than one city, so we can reproduce the HP, with the obvious difference of the photo(s), in the various cities in which Tuangon will operate.
Graphically, the most decisive element is the space where the offer will be presented, whose content must feature the same elements as the current one, with the exclusion of “value” and “What do you like”, which we consider superfluous. All the other information must be kept and, if possible, emphasized in an incisive and easy to read way. In other words, you must keep the following points:
- title of the offer
- cost of the offer (which is the most prominent element)
- discount and savings
- coupons necessary to complete the offer and coupons purchased (we would like the bar to remain, even if redesigned)
- photo of the offer
- introductory text (which can be limited to the first paragraph and be expandable for the rest (read more…))
- conditions
- finally, somewhere (well visible), there must be the name of the city to which the deal refers.
Despite all the information to be displayed, we expect the graphics, and especially that of the offer box, to be clean and orderly, easy to read (that really makes J want to buy) and, perhaps, actually minimalist, without being graphically cold.
We also want to find space in the new HP for other elements of the current HP such as the boxes “Do you questions about the deal of the day”, “promote your business” (even in rotation), as well as structural elements like the Top Bar 3 (deal of the day, recent deals, etc.) and the footer.
We are asking creators to propose the best creative direction for Tuangon's new HP, keeping in mind that the layout of the HP must be able, as it already is now, to be replicated (probably without photos, but its up to you to decide) for all the other pages of the site. By navigating the current Tuangon site, you can get a precise idea of how we imagine the adaptability of the HP layout to the entire site.
Please refer to the enclosed documents for the technical specifications.
这是什么？
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
简而言之，这是客户的目标，因此也是您的目标！
Tuangon is addressed to all types of users, male and female, between 18 and 55 years old, but primarily concentrated in the age 25 to 45 band, residents of medium to large-sized Italian cities.
这是什么？
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
We want our target to understand that Tuangon is not just a daily deal site but also a real city guide. We want our target to understand that Tuangon is a reliable site with quality offers and not simple discounts.
这是什么？
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
Like a real guide, Tuangon does research to identify the best partner businesses, i.e., it selects those businesses that best satisfy the customers' needs, which is to say, our users that use their services (whether for a dinner or a well-being program). The “quality” of the offer is integrated with the “quantity” of the discount, which, however, is never the primary element in the choice of a business partner, since too high a discount is often the sign of an unsuccessful business.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
Metropolitan, modern, curious and social.
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
简而言之：考虑媒介！
The corporate colors are:
- Blue (#1A485E)
- Light Blue (#99DBF8)
- Red (#EE2D47)
We would prefer to use those colors, even if the methods of use are at your discretion. If three are too many, we would like to keep the blue and red of the (i.e., the word Tuangon), which must, in any case, remain as is.
Preference will be given to those who use the drawings that are already present, which must be integrated into the new layout in the way, or ways, that you will decide.
We attach the logo and, by way of example and not limiting, a wireframe of the site.
The site does not anticipate advertising banners except for those of internal initiatives
Proposals must be sent in PDF or JPG format and any executives in PSD format
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
