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Question
dCreative
OBJECTIVE
What do we want to achieve?
TARGET MARKET
Who are we trying to influence?
CONSUMER INSIGHT
What do we know about our
consumers that is central to why
they buy/use our product?
DESIRED RESPONSE
What do we want consumers to
think, feel and do?
BENEFIT
What are the key product
benefits that will influence
consumers to think, feel and do
what we desire?
FOCUS OF COMMUNICATION
What is the #1 element that we
should focus on in our
communications program?
CREATIVE STRATEGY STATEMENT
Combine the target market
information and your focus of
communications into a clear and
concise strategy.
TONE
Brief
Formulate a communications objective that is clear, real,
and focused. It should include a quantitative and
qualitative element. (Examples relate to awareness, trial,
sales levels, brand switching, image, reputation etc.)
Provide a quick snapshot of the consumer by summarizing
your target market profile.
Explain what is important and central in your consumers’
lives and how this relates to your product.
Describe how you want people to respond to a new
communications program in terms of
(1) Thoughts (we want them to think …)
(2) Feelings (we want them to feel …)
(3) Behaviour (we want them to do …)
Identify the 1-3 key reasons why consumers will respond in
the ways noted directly above. Refer to the key consumer
benefit(s) of your product.
(Limit your response to only the most important consumer
benefits, 1-3 points at most).
Focus on the pivotal benefit noted directly above that will
engage your consumers.
Write a creative strategy as follows:
“Our communications program will convince, (insert main
demographic and psychographic target market information
here), that by buying, using, or supporting (insert
product/brand name here), our consumers will, (insert
main desired consumer response here).
Describe the emotional feel you want the campaign to
generate with consumers, (serious, fun, light-hearted, silly,
genuine, factual etc.)
How should the campaign look
and feel?
BRAND CHARACTER
How would our brand’s character
best be described?
BRAND IMPERATIVES
How should the campaign reflect
the brand?
Describe the brand in human terms. Try to make the
person vivid and real as possible. Do not describe how
they use the product.
What brand values need to be communicated in the
campaign?
