The One Show 2015 Young Ones Competition Creative Brief Path to Love sponsored by
THE BRIEF OVERALL CREATIVE OBJECTIVE TO BE THE MOST LOVED AND MOST SHARED WORK IN THE WORLD. BRAND Lenovo WHAT IS THE BUSINESS OBJECTIVE? (How will we measure it?) To make Lenovo the most loved technology brand for Millennials. A spike in brand awareness Sales uplift across consumer product categories Uplift in share of voice within the tech category WHAT IS THE REAL BUSINESS PROBLEM? (What is the problem behind the problem, the cause rather than the effect?) Lenovo has low brand awareness. For a brand that is the #1 PC Maker in the world, the #2 in Tablets and PCs and the #3 in smartphones, this is insane. We need the brand to catch up with the business. Our biggest challenge to date starts here... To topple Apple and Samsung. These two tech behemoths spend 20x times more globally than Lenovo does so we need to be smarter than them. We need to make Lenovo relevant in the lives of millennials and counter the lack of awareness around the Lenovo brand and the latent love that exists around Apple and Samsung users. 2
WHO DO WE WANT TO FALL IN LOVE WITH THE BRAND? (Who is the core audience? What s their relationship with the brand?) Millennials across the world. We ve identified 2 core groups: DESIGN TRENDSETTER: People who want to be different from the rest of the crowd. This group consists of opinion formers and trendsetters. They care about being ahead of others and value simplicity. They pay for unique and fashionable designs. BALANCED BUYERS: People who want to balance technology and simplicity. This group wants tech with a purpose and like to stay slightly ahead. They like value but don t look for promotions. WHAT IS THE BIG REVELATION? (What would make people see things completely differently, so the business problem is solved?) Unlike their competitors, Lenovo is not the next big thing and they re not secretive and slow to market. Lenovo is building products for the hectic, crazy ever-changing world that you all live in today. Products for right now. Products that you need brought to market as quickly as you need them. WHAT S THE STRATEGY IN A SENTENCE? We make the tools for your world. WHAT DOES BIG PICTURE SUCCESS LOOK LIKE? For Lenovo to be mentioned in the same breath as Samsung and Apple. BRAND PURPOSE To empower people wherever they are, to do more of what they want. BRAND CHARACTER Challenger Up-start Youthful Pro-active Connected BRAND ASSETS Ashton Kutcher (should you choose to use him) Yoga, Moto and Think product franchises 3
MEDIA ASSIGNMENTS MANDATORIES (The minimal amount of mandatories necessary to solve the problem.) We need to feature products from across the portfolio smartphones / tablets and PCs. Beyond that, nothing is off limits. We don t want your thinking to be constrained by mandatories. DELIVERABLES We are looking for innovative engagement ideas that create shareable content. Is this an idea that you and your friends would like to participate in? If not, then think again! Is this an idea that is big enough to be featuree in a national newspaper? If not, then think again! Innovation is at the heart of the brand, so you should consider ideas that have a strong technological backbone. Response should consider (but is not limited to): Online video Digital OOH Social engagement ideas that utilize networks like Facebook, Twitter, Weibo Events & Retail Activation 4
MEDIA ASSIGNMENTS ALL ASSIGNMENTS ARE BASED ON THE MAIN BRIEF INTEGRATED BRANDING CAMPAIGN: 3 5 Pieces Develop a campaign that represents Lenovo across 3-5 media channels NON-TRADITIONAL ADVERTISING Come up with a non-traditional approach to promote Lenovo. Think innovatively and realistically. This category includes guerilla pieces and promotional events. DIGITAL OUT-OF-HOME: Campaign of 3 5 Pieces Create a digital campaign for Lenovo to be displayed in public, such as transit locations, businesses, billboards, kiosks, etc. Idea must be translated across at least 3 channels. PRINT: Campaign of 3 5 Pieces Create a series of print ads for Lenovo, to be placed in magazines, newspapers, or appear as posters. ONLINE VIDEO Create an online video to be used as promotion for Lenovo. MOBILE APPLICATION/PROMOTION Design a mobile app or web-based promotion for Lenovo. SOCIAL MEDIA CAMPAIGN Create a social engagement campaign for Lenovo, utilizing networks such as (but not limited to) Facebook, Twitter and Weibo. 5
ENTRY INSTRUCTIONS SUBMISSION MATERIALS Many categories may be entered with either print or video submissions. You must choose one form of entry; two media types may not be sent for a single entry. PRINT Send in a hardcopy printed on UNMOUNTED 8 x11 (A4) or 11 x17 (A3) paper for judging. If multiple pieces, tape each side-by-side accordion-style. ENTRY LABEL Print the entry label through the online entry system and securely attach it to the back of each paper. Pieces may not exceed five (5) sheets taped together. ENTRY LABEL ENTRY LABEL ENTRY LABEL Physical prints may be entered in the following categories: Integrated Branding Campaign Digital Out-of-Home Mobile Application/Promotion Non-Tradtional Advertising Print Social Media Campaign VIDEOS Upload a Quicktime file to the Young Ones entry site (.mov format, under 3 minutes) that showcases the work for judging. (See next page for more requirements.) Videos may be entered in the following categories: Integrated Branding Campaign Digital Out-of-Home Mobile Application/Promotion Non-Tradtional Advertising Online Video Social Media Campaign QUESTIONS? Please contact The One Club at education@oneclub.org with any questions about entry media presentation. FOR ALL MEDIA Please note digital images must be uploaded to the entry site for all entries. See the next page for details. 6
ENTRY INSTRUCTIONS DIGITAL FILES FOR UPLOADS You must upload digital images for ALL entries. This process will be required during the online entry registration. These images will NOT be used for judging; they are for reference, and are used for Pencilwinning work in the Awards Ceremony and One Club Annual. IMAGES High res JPEG 5MB max RGB color mode The longest side should be between 2400-4800 pixels 2400 4800 px JPEG RGB TIFF PDF PNG MOV CMYK GRAYSCALE 2400 4800 px 5 MB > 5 MB VIDEOS Quicktime files (.mov) H264 compression 1920x1080 No more than 3000 kbps Name School Name Client Name Date Video Duration No slates before the videos.mov or.mp4 H.264 max. bit rate: 3000 kbps 16 x 9 1920 x 1080 7
ENTRY INSTRUCTIONS ENTRY FEE(S) $40 USD per entry (regardless of single or campaign). Students can enter more than one entry in the same or different categories. (E.g. 1 entry in Video and 1 entry in Print = $80 USD.) There will be a $10 USD late fee added to each entry registered after the March 2, 2015 deadline. ENTRY FEE PAYMENT OPTIONS OPTION A: Students register and pay for their own entries. At the end of the online entry registration, students can chose ONLINE PAYMENT using a Credit Card or select OFFLINE PAYMENT and send in a Check or Money Order along with the submissions. OPTION B: Students register the entries and school pays for the submission: This can be done in two ways: 1.GROUP PAYMENT CODES: With this new method of entry, an exclusive customized Group Payment code can be created for schools and classes, which students can use to enter their own work as individuals, and then when the school administrator is ready, the code can be turned off and one invoice will be generated for all of the student entries, making the entry process more efficient. **Also note that a cap can be placed on the number of times the code can be used. 2.Instruct your students to chose the OFFLINE PAYMENT option at the end of the online entry registration. The school then collects the OFFLINE PAYMENT FORMS from all students and sends them in with the payment. OPTION C: School registers and pays for their students submissions: At the end of the online entry registration, schools can chose ONLINE PAYMENT using a Credit Card or select OFFLINE PAYMENT and send in a Check or Money Order along with the submissions. Note: Payments from schools must be received by The One Club on or before Friday, March 13, 2015. 8
DEADLINE All entries must ENTERED on the online entry system and ARRIVE at The One Club by Monday, March 2, 2015. ENTRANT ELIGIBILITY Entrants must be college students or enrolled in an accredited advertising or graphic design program. Entrants from non-accredited advertising or design programs must be approved by The One Club prior to the submission of entries. You are NOT eligible if you are working at an agency as a copywriter or art director. Internships are acceptable. Students do not have to be a member of The One Club in order to participate in the Young Ones Competition. AWARDS AND HONORS One Show Pencils in the levels of Gold, Silver and Bronze, along with cash prizes, are awarded to each winning team. Additional Merit Certificates will be granted. All winners will be published in the One Show Annual. WINNERS / FINALISTS The finalists will be contacted in April 2015. All awards will be presented during the Young Ones Education Festival in May 2015 in New York City. All entries become the property of The One Club and will not be returned. All finalist work will be retained by The One Club for use in the One Show Annual. The entrant also grants permission to The One Club to show or license others to show, edit and publish the entries at such times and in such manner and media The One Club deems appropriate. The decisions of the One Show Judges are final, including determinations as to eligibility. USAGE RIGHTS The One Club will act as a liaison to ensure that the client will contact the students if they decide to publish or produce any work entered in this competition. CLIENT PITCH COMPETITION The Annual Client Pitch Competition will be held during the 2015 Education Festival. All entrants for the Young Ones Competition are eligible to participate upon separate registration. The selected teams will give a live presentation in front of a panel of judges. The results of the Young Ones Competition do not exclude anyone from participating in the Client Pitch Competition. See www.theyoungones.org for more details. 9