Your Brief. Everything Everywhere Summary Sheet

Transcription

1 Your Brief Everything Everywhere Summary Sheet PROJECT : I Am Creative BRAND : Everything Everywhere BRIEF : To create a campaign to show people what they can do with 4G. UPLOAD DEADLINE : 25th March 2014 Your Checklist Research Brand Research Brief Identify and Research Target Audience Brainstorm ideas Develop your idea Produce and make your idea Prepare your presentation and pitch Upload your presentation and idea to THE BRIEF EE want you to come up with a campaign to show people what they can do with 4G. 4G has changed the way people use their mobile phones. You can now download a film at the station before you hop on the train, online shop wherever and when ever it suits you and even download and send massive files on the way home. We want your campaign to show people 4G s amazing potential. TARGET AUDIENCE In order to come up with an idea that grabs people s attention, you need to work out exactly who those people are. In the creative industries, this is called identifying your target audience. In this context, it would be identifying a group of people who aren t aware of 4G s potential. Research this group of people to find out their likes /dislikes, how they use their mobile phones and potential barriers which could stop them choosing EE as a 4G provider. WHAT TO INCLUDE IN YOUR CAMPAIGN A campaign is a series of advertisements that have been designed to reinforce a single idea or message. Your campaign should use multiple channels to show your audience what 4G s potential is. For example you could create a poster, TV advert, radio advert, use social media or even design an event. The combination of channels and media you decide to use should be designed to target your chosen audience. Think about where they go and the type of media they consume. Download and read the full brief at

2 EE I AM CREATIVE - THE BRIEF I Am Creative is part of the

3 YOUR BRIEF WE WANT YOU TO CREATE A CAMPAIGN TO SHOW PEOPLE WHAT THEY CAN DO WITH 4G. 2

4 BIG HINT! THE IMPORTANT WORD IS SHOW 3

5 What do we mean by Campaign? A campaign is a series of advertisements which have been designed to reinforce a single message or idea. A campaign incorporates a number of different channels to target a particular audience. Your campaign could use a variety of different channels to show people what they can do with 4G. These could include a combination of the following; Television Print Advert Social Media Event YouTube film Radio Advert 4

6 What you need to do 1. Research your client and brief 2. Identify and research your target audience 3. Brainstorm an idea 4. Develop and produce your idea 5. Present your idea Read on to find out more about each stage. 5

7 A little about EE The EE brand was created when Orange and T-Mobile joined together. EE is the new network for a completely connected life. EE was the first to bring superfast 4GEE to Britain. That s because they re set up to enable people to do things they couldn t do before so if you ever thought you couldn t do this or you couldn t do that with EE Now You Can. 6

8 Research Before coming up with an idea for a campaign it is important to find out as much about EE as possible. This way your campaign can accurately reflect EE and it s core values. Here are some things you should think about? What services do EE provide? When were they set up? Who are EE s main competitors? Research a past campaign 7

9 What is 4G? 4G is the fourth generation of mobile phone technology and follows on from 2G and 3G. 2G technology was suitable for making calls and sending text messages while 3G makes it possible to access the internet more effectively through your mobile phone. 4G services should make it much quicker to surf the web on your mobile, tablets and laptops speeds will be nearer to what you currently experience with home broadband. 4G covers 60% of the population and is growing all the time. 8

10 What makes 4G different? As the UK's first 4G network, we're transforming the way people work, play and share. Since we launched 4GEE, we ve seen a huge shift in the way people are using their mobile devices to use maps, apps, and to watch videos, TV and film - like on the BBC iplayer. New with 4G Download a film at the station before you hop on the train. Online shopping where and when it suits you is now a reality. Download and send absolutely massive files on the way home. Better with 4G Stream youtube without buffering or waiting. Stream the songs you want to hear and download tracks in seconds. Download photos from facebook in an instant.

11 IDENTIFY YOUR TARGET AUDIENCE In order to come up with an idea that grabs people s attention, you need to work out exactly who those people are. In the creative industries, this is called identifying your target audience. In this context, it would be identifying a group of people who aren t aware of 4G s potential. 10

12 Here are some ideas Young People Business People Busy Mums Young people spend a lot of time online and on their phones. They want to be at the forefront of new technology. Your campaign could appeal to this audience. Business people need a fast and reliable network to communicate during their working day. Think of how 4G could help them. Busy mums are always on the go. How could 4G benefit Mum s and their families? Your campaign could show this. 11

13 Understanding Your Target Audience Once you have identified them you need to profile them so you know what will grab their attention. 1. Who are your target audience? What is their age? Are they female or male? 2. Do they use their mobiles for personal or business reasons? 3. What do they do whilst on their mobile phones? 4. How would 4G help them? 5. What media or channels are they most likely to come in contact with? 6. What barriers could stop them getting 4G? You could even prepare a questionnaire to share with your friends and families. 12

14 BRAINSTORMING COMING UP WITH BIG IDEAS! Now for the fun part! Ok, now you know a bit about your client, and have researched your target audience, it is time to come up with some ideas for a campaign that grabs their attention. First stop is working out what you are going to make EE don t mind what media you use to advertise to the target audience. They just want to get the right attention from the right people. 13

15 You could Go digital You could create a concept for an app or website. Think about why people would choose to use your site or app? Create a print ad Use design packages to create an eye catching poster. Don t forget to tell us where you d put it. Plan an event If you decide an event is the best option, tell us what you d do there. How would you tell people about it? Film an ad for TV or YouTube You could film using your phone and there s lots of great editing software out there. Upload it to YouTube and put the link in your presentation. Tell us where you would show your film. Use social media You could use social media to tell everybody about 4G. Tell us what you would do to attract followers? How will you encourage them to engage with you? Think about the tweets and posts you will write. Produce a radio ad Radio advertisements could help to build a great campaign. Use software like Garageband to produce a short piece of audio. Which radio stations would you choose to play it? Remember: We re looking for a campaign which combines a number of the above but has an idea or theme which ties them all together. The combination you choose should be based around the media your target audience consumes. 14

16 TELL US ABOUT YOUR IDEA HOW TO STRUCTURE YOUR PRESENTATION Research: - What research have you done and what did it tell you? Target Audience: - Who is your target audience and why did you choose them? What? - What is your final idea? How did you come up with it? What does it look like? Why do you think your target audience will like it? Where? -Where will your idea be and why? Will your target audience see it there? Development - Tell us how the idea developed from the initial brainstorm. 15

17 Cultural Events Your idea could reference an event that is taking place in 2014 The Winter Olympics The FIFA World Cup 16

18 THEN WHAT? UPLOAD YOUR IDEA Upload your idea to the I Am Creative website no later than Friday 28 th March 2013 to be entered in the competition. MARCH 2014 Saatchi & Saatchi will pick a winning group from your class JUNE 2014 The winning group will be invited to pitch at the national finals at Saatchi & Saatchi s offices in London, against other teams that have won in their school, where the winner will be announced. 17

19 AMAZING PRIZES AND OPPORTUNITIES TO BE WON! WINNER: 200 of vouchers from highstreetvouchers.com. Brand feedback. A place on THE LADDER, a group of talented young people who get access to exclusive opportunities, projects and career progression days. RUNNER UP: A place on THE LADDER, a group of talented young people who get access to exclusive opportunities, projects and career progression days. Brand Feedback. 18

20 GOOD LUCK! WE CAN T WAIT TO SEE YOUR IDEAS! There are lots of great resources and software on the I Am Creative website to help you develop your ideas! 19