《4A 创意简报揭秘Creative Brief.doc》由会员分享，可在线阅读，更多相关《4A 创意简报揭秘Creative Brief.doc（4页珍藏版）》请在三一办公上搜索。
1、Creative BriefDateJob NameJob NumberPrepared ByJUN 5, 2000INTEL Summer promotionxxxxxxxxDescribe the - who, what, when, where & why that the Client need to do this. Add reference to Competitors, if available大概地讲一下背景情况，做什么？为什么？什么时候？在哪里？With the global economy weak, the Average Selling Price (ASP) of
2、an Intel CPU has dropped severely. Intels competitor has their Quad-core products ready for both OEM & DIY channels, so Intel decide to use C2Q as a high-end product to raise the ASP & win the Desktop market Intel Strategy - l Sell-up by using a “Hero” product C2Q (Quad-core)l C2X as key driver for
3、DIY ASPMarketing ObjectivesWhat does the communication need to accomplish? 做这个事情的目的是什么？Integrate all the promotion vehicles with consistent image platform; hence to promote the “Hero” products (C2Q) in the Summer Sales SeasonTaskWhat is the Agency required to do?具体的工作任务Create Key Visual elements to
4、integrate all marketing communications, including retail demonstration, BTL activities, OEM & ODM co-ops, IT portal co-ops etc. l 1 Main visual design for Q8200 (Desktop)l 3 Icon design for Q8200, E7400, E5200Target Audience (TA) 目标消费者Describe the target audience? Who are we talking to?是做给谁看的？他们是怎么样
5、的一群人？Key TA: Desktop DIYer: Seeking High Performance through DIYer PC Enjoy more activities through the PC, including gamingSecondary TA: First-time buyer & gamersInsight 洞察What does the TA think & care about? 他们在最关心什么？最想要什么？C2Q processor with High Performance that can help me WIN PC games so this C
6、2Q will be primary choice.Proposition 主张What should the focus of the communication be? What is the most important thing that needs to be communicated?这次沟通的重点在哪里？（一次一个重点为好）什么是最重要的信息需要传递给消费者的。C2Q is your Primary choice this Summer.今年夏天买电脑, Q的酷睿是首选（通过Gaming的use model来execution）比如：通过讲玩家赢得PC游戏，获得畅爽视觉体验的视
7、觉呈现方式，传递Winning的态度/娱乐的至爽体验 从而通过 Emotional 的方式讲出“C2Q是今夏首选，马上行动把！”的意思Supporting benefits (to support Proposition)Whats the best evidence to help stimulate this?支持点Supporting points: (TBC)l SSE指令集，性能提升XXl 四核，多任务处理性能提升XXl 高清画面提升XX参考信息：Product positioning 酷睿2四核 Q8200: 推广定位：游戏铂金侠宣传主张列举：玩家制胜利器（针对gamer而言，是这
8、次传递的主要态度方式），高端玩家必选，多媒体内容制作，多任务处理的利器酷睿2双核 E7400:推广定位：高清黄金侠宣传主张列举：主流电脑必备高清影音，轻松应对今天和明天的主流应用奔腾双核 E5200推广定位：网络白银侠宣传主张列举：高性价比，放心之选网上冲浪，家庭娱乐，胜任今天的主流应用Tone & Manner视觉风格Confident - Urgency (Sense of Call-To-Action), Simple & ImpactfulDeliverables呈现形式Includes: n 1 Main visual design for Q8200(DT)n 3 Icon des
9、ign for Q8200/E7400/E5200Special Requirement or Infos: 特别需求（如果有的话）Execution Restriction: Pls consider to leverage our DEC promotion creative and SOT creative, make sure NO inconsistency arising from campaign execution-level. SOT Creative: （check-out PPT）Use the comparison execution way to tell peopl
10、e how Intel kick off the bright tomorrow together with you. DEC Promotion（check-out PPT）:Positioning & executed the three product as “三剑侠”Icon设计要求：1. 特色Icon将使用在所有的OEM推广中，因为需要突出“英特尔”，需要醒目、简洁；具体可以参考“英特尔45纳米”的Icon设计2. 必要元素： 推广定位语+ 英特尔+ 产品名比如： 游戏铂金侠英特尔酷睿2四核Q8200（比如：上下结构）3. “铂金、黄金、白银”是客户对于产品档次的界定，可以考虑与这些
11、推广语本身结合来设计，比如E7400的Icon设计成黄色，请创意自行考虑。4. 三个产品Icon也将用在KV中的，并自成一个系列（三剑侠），请注意其设计元素的统一性。Execution Guidelines执行规范（VI）Branding image requirements: New C2Q Logo is a MUST Intel Branding guidelines The same tone & manner in all promotion campaignTimingInternal brief meeting JUN 6thInternal review 1 JUN 7th (
12、5pm)Internal review 2 JUN 9th (5pm)Layout in options prepared ready JUN 10th (6pm)1st round presentation to clientJUN 11th (9am)1st round comments JUN 12thLayout final confirmed JUN 18thFinal material readyJUN 21stBudgetPls provide the material preparation quotes without the production cost. Pls consider stock photos, illustrations, or other methods if needed.SignatureAccount ExecutiveAccount DirectorDesignerCreative Director
