From briefing to campaign.

From briefing to campaign.
Isabel Peeters - Duval Guillaume
program
► Part 1: From a client’s project to an idea everybody is enthusiastic
about
► Part 2: From a drawing room idea, to a “talk of town” campaign
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PART 1:
FROM A CLIENT’S PROJECT
TO AN IDEA EVERYBODY IS
ENTHUSIASTIC ABOUT
The client’s project (briefing)
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BRIEFING 2009
Spa Barisart
OBJECTIVE 1
► Further establish Spa Barisart as the explosive water with a
new copy in the most appropriate media
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MEDIA SITUATION
► Leader in Media Investment
► TV Copy
> 3 years we communicate about the new bottle 1L PET
► Visual
> 2 years we use « Super Boy » & « Super Girl »
No more material available to communicate in an efficient way about SB
thrilling experience
MEDIA - WHAT DO WE EXPECT?
► Recommendation regarding the best Media to use to keep
media leadership (Regarding our first strategy)
► New material (depending on media reco) that translate more the
> Thrilling experience and the explosive refreshment
► New Visual for OOH Communication (Second Strategy)
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OBJECTIVE 2
► « Develop a strong in-store promotion able to establish Spa
Barisart as the explosive water. »
INTEGRATED APPROACH – WHAT DO
WE EXPECT?
► A strong proposition that ‘ll boost our sales during summer
► Applicable in both Home & OOH
► With Internet as a relay/platform
► And reco for other Media support
► Taking into account our learnings 2008
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Briefing Client – Briefing Agency
► Brandteam
► Commercial challenge
► Insight exercise/research
► Strategic analogies
► Moodboard/creative analogies
► « account » campaign
► Inspire/encourage
==) new discussion with client
==) creation can start
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► Briefing One single page
IP1
1st internal review (brandteam)
► Idea check
► Briefing check
► Budget check
► Out of the box ideas
==) Some good elements/rework
==) nothing good (quid timings/new
creative power/challenge briefing)
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Slide 13
IP1
Isabel Peeters; 22/04/2009
Presentation (creative power
agency/decision level client)
► Idea check (honest for yourself)
► Briefing check (with the others)
► Budget check (justify for everybody)
► Timing (often subjective importance)
► Out of the box ideas (to make it know to the world)
==) Some good elements/rework ( kill or buy an idea, don’t
change an idea, you could kill creatives)
==) nothing good (quid timings/challenge briefing)
test
► Agencies like ideas to be tested
► Test material very near to reality (audiomatics good experience)
► Try to learn and enhance, don’t use to proof right or wrong
==) never adapt ideas in a way people tell you to do, but try to
understand and take it further.
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How to spread the news
► Engage the agency into the mediachoices
► Talk about the direction of the campaign to the mediacenter
► Decide about the mediaplan once you saw an idea that works on that
proper media
Ok on idea
► Cherish the idea
► Challenge for the best execution/leave the responsability with
the agency
► Inspire and encourage to take it further
► Internally:
- be humble by forehand about the success it
could give you
- find the right ambassadors/fans
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PART 2:
FROM A DRAWING ROOM
IDEA TO A TALK OF TOWN
CAMPAIGN
Radio commercial
► A script or not a script : that’s the question
► Decide about the content of the packshot and give the briefing that
way
► Timing and budget and number of spots necessary for GRP/OTH
► Negotiate about production budget
► Voorbeeld spot Axion
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Print Campaign
► A lay out or not a lay out : that’s not a question
► Definition of the budget
► Number of themes
► Choice of the photographer
► PPM
► Airing
example
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TV commercial
► A storyboard or not a storyboard: that’s the question
► Definition of the budget
► Number of spots
► Choice of the director
► PPM
► Offline
► Online
► The music
► Airing
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script
► Hold-up
Nous sommes sous l'eau. Les perspectives sont illimitées. Au centre de l'image, on
découvre un guichet de banque, avec une employée de banque (qui travaille sur un
ordinateur), deux clients qui font la file en discutant, une plante verte... Soudain, un
homme cagoulé fait irruption, pistolet à la main. Il crie "C'est un hold-up". Tout cela, sous
l'eau, prend une dimension comique imparable. La fille crie, les clients se jettent au sol. Le
bandit jette un sac à la banquière pour qu'elle le remplisse de billets, mais elle appuie sur
le bouton de l'alarme. La police intervient, etc, etc. Tous les gestes classiques du genre
sont reproduits sous l'eau, rendus comiques par cette situation sous-marine.
Super: Pour ceux qui aiment l'eau avec un peu d'action dedans.
Packshot de la bouteille. On sent la fraîcheur, la bouteille tremble, prête à exploser.
Spa Barisart. L'eau explosive.
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TV Spa Bar
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Internet
► Site/advertising on internet
► Architect’s plan/building material/looks outside and inside
► Test
► Step by step
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► http://www.6minutes.be/NL/Artikel.aspx?ArtikelID=14669&RubriekID
=35
Maak je eigen reclamespot (x2)
woensdag 22 april 2009 - (wv) - User generated content, waarbij
bedrijven een beroep doen op input van het publiek blijft een heet
hangijzer. Getuige daarvan twee Belgische initiatieven waar
gebruikers via internet zelf hun reclamespot kunnen maken.
Een eerste is te vinden op de drinkmelk-site waar je inbreng zich
beperkt tot het kiezen van de muziek waar je op wil dansen. Je kan
kiezen uit tien nummers. Neem je dansje op met je webcam, gsm of
videocamera om het vervolgens via de site te uploaden. Deelnemen
kan nog tot 3 mei. De beste dansprestatie haalt diverse nationale
zenders.
Don’t forget :
A dream is a goal with a deadline
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Thank you and good luck.
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