4A-创意简报揭秘--Creative-Brief

CreativeBriefDateJobNameJobNumberPreparedByJUN5,2000INTELSummerpromotionxxxxxxxxBackgroundDescribethe-who,what,when,where&whythattheClientneedtodothis.AddreferencetoCompetitors,ifavailable大概地讲一下背景情况，做什么？为什么？什么时候？在哪里？Withtheglobaleconomyweak,theAverageSellingPrice(ASP)ofanIntelCPUhasdroppedseverely.Intel’scompetitorhastheirQuad-coreproductsreadyforbothOEM&DIYchannels,soInteldecidetouseC2Qasahigh-endproducttoraisetheASP&wintheDesktopmarketIntelStrategy-Sell-upbyusinga“Hero”product–C2Q(Quad-core)C2XaskeydriverforDIYASPMarketingObjectivesWhatdoesthecommunicationneedtoaccomplish?做这个事情的目的是什么？Integrateallthepromotionvehicleswithconsistentimageplatform;hencetopromotethe“Hero”products(C2Q)intheSummerSalesSeasonTaskWhatistheAgencyrequiredtodo?具体的工作任务CreateKeyVisualelementstointegrateallmarketingcommunications,includingretaildemonstration,BTLactivities,OEM&ODMco-ops,ITportalco-opsetc.1MainvisualdesignforQ8200(Desktop)3IcondesignforQ8200,E7400,E5200TargetAudience(TA)目标消费者Describethetargetaudience?Whoarewetalkingto?是做给谁看的？他们是怎么样的一群人？KeyTA:DesktopDIYer:•SeekingHighPerformancethroughDIYerPC•EnjoymoreactivitiesthroughthePC,includinggamingSecondaryTA:First-timebuyer&gamersInsight洞察WhatdoestheTAthink&careabout?他们在最关心什么？最想要什么？C2QprocessorwithHighPerformancethatcanhelpmeWINPCgamessothisC2Qwillbeprimarychoice.Proposition主张Whatshouldthefocusofthecommunicationbe?Whatisthemostimportantthingthatneedstobecommunicated?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。C2QisyourPrimarychoicethisSummer.今年夏天买电脑,Q的酷睿是首选（通过Gaming的usemodel来execution）比如：通过讲玩家赢得PC游戏，获得畅爽视觉体验的视觉呈现方式，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Supportingbenefits(tosupportProposition)What‘sthebestevidencetohelpstimulatethis?支持点Supportingpoints:(TBC)SSE指令集，性能提升XX四核，多任务处理性能提升XX高清画面提升XX参考信息：Productpositioning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(SenseofCall-To-Action),Simple&ImpactfulDeliverables呈现形式Includes:1MainvisualdesignforQ8200(DT)3IcondesignforQ8200/E7400/E5200SpecialRequirementorInfos:特别需求（如果有的话）ExecutionRestriction:PlsconsidertoleverageourDECpromotioncreativeandSOTcreative,makesureNOinconsistencyarisingfromcampaignexecution-level.SOTCreative:（check-outPPT）UsethecomparisonexecutionwaytotellpeoplehowIntelkickoffthebrighttomorrowtogetherwithyou.DECPromotion（check-outPPT）:Positioning&executedthethreeproductas“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。ExecutionGuidelines执行规范（VI）Brandingimagerequirements:NewC2QLogoisaMUSTIntelBrandingguidelinesThesametone&mannerinallpromotioncampaignTimingInternalbriefmeetingJUN6thInternalreview1JUN7th(5pm)Internalreview2JUN9th(5pm)LayoutinoptionspreparedreadyJUN10th(6pm)1stroundpresentationtoclientJUN11th(9am)1stroundcommentsJUN12thLayoutfinalconfirmedJUN18thFinalmaterialreadyJUN21stBudgetPlsprovidethematerialpreparationquoteswithouttheproductioncost.Plsconsiderstockphotos,illustrations,orothermethodsifneeded.SignatureAccountExecutiveAccountDirectorDesignerCreativeDirector