4a 创意简报揭秘creative brief

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1、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)ofanIntelCPUhasdropped

2、severely.Intel’scompetitorhastheirQuad-coreproductsreadyforbothOEM&DIYchannels,soInteldecidetouseC2Qasahigh-endproducttoraisetheASP&wintheDesktopmarketIntelStrategy-lSell-upbyusinga“Hero”product–C2Q(Quad-core)lC2XaskeydriverforDIYASPMarketingObjectivesWhatdoesthecommunicationneedtoaccompli

3、sh?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,

4、ITportalco-opsetc.l1MainvisualdesignforQ8200(Desktop)l3IcondesignforQ8200,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:Firs

5、t-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

6、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à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)lSSE指令集，

7、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：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Con