In regards to Johnson & Johnson, our objective was to come up with a strategy that would increase the public's awareness of Johnson & Johnson's corporate responsibility, and to integrate that objective with an incentive to reward their loyal customers. Our creative brief (in English and Spanish) is below. Please keep in mind that this was due at the end of the internship and therefore weren't around to execute our suggested campaign.
Creative Brief: Johnson & Johnson
Advertising Objective: We are highlighting J&J’s products’ ability to improve a family’s day-to-day life as well as building a future for the surrounding community. We want to emphasize that J&J products are necessary building blocks for a healthy, happy home. We also want to advertise that by purchasing these products, you have the opportunity to give back to the community while simultaneously giving your family an opportunity to improve their home life by winning certain prizes.
Estamos destacando la capacidad de productos de J & J para mejorar la vida cotidiana de una familia, así como la construcción de un futuro para la comunidad circundante. Queremos hacer hincapié en que los productos de J & J son bloques de construcción necesarios para un hogar saludable y feliz. También queremos anunciar que la compra de estos productos, usted tiene la oportunidad de retribuir a la comunidad al mismo tiempo darle a su familia, una oportunidad de mejorar su vida en el hogar, al ganar ciertos premios
Target Audience: Consumers who already are brand-loyal to Johnson & Johnson products, most likely mothers who make the purchase decisions within the household.
Los consumidores que ya son leales a las marcas de productos de Johnson & Johnson, las madres más probable es que toman las decisiones de compra dentro del hogar.
Key Benefits: Continued satisfaction with Johnson & Johnson products; Incentive to win improvements within household; Ability to help others in need
Seguían estando satisfechos con los productos de Johnson & Johnson; de incentivos para obtener mejoras dentro del hogar, Capacidad para ayudar a los necesitados
Media Chosen: Print and television / Prensa y televisión
Suggested Mood/Tone: In order to appeal to our target audience, the best way to reach out would be to have an overall sentimental tone, one that touches the heart and family aspect of the Johnson & Johnson products and that will also inspire them to want to give back to their community.
Con el fin de atraer a nuestro público objetivo, la mejor manera de llegar sería tener un tono general sentimental, una que toca el corazón y la familia aspecto de la Johnson & Johnson productos y que también les inspiran a querer devolver a su comunidad.
Ideas/Suggested Campaigns
TV Ad: We want to demonstrate the different products in different every day life scenarios. Examples: a mother using baby lotion to bathe her child; a mother using Neosporin and Band-Aids to fix a cut on her child’s knee; a teenager using Clean and Clear acne wash before going to school; a husband and wife taking Splenda with their morning coffee, etc. Ideally, in the next shot, each of the products would come together to form the outline of a house (emphasizing that J&J products are the foundation, or building blocks, of happy, healthy home). Include suggest script below in voiceover format.
Queremos demostrar los diferentes productos en diferentes escenarios de la vida todos los días. Ejemplos: una madre con loción para bebés para bañar a su hijo, una madre que utiliza Band-AID para arreglar un corte en la rodilla de su hijo, un adolescente usando Clean & Clear para elimina el acné antes de ir a la escuela, un marido y mujer usando Listerine antes de salir para trabajo en la mañana, etc. Lo ideal sería que en la siguiente toma, cada uno de los productos que se unen para formar la silueta de una casa (con énfasis en que los productos de J & J son la base, o la construcción de bloques, de feliz, sano en el hogar). Incluya sugieren siguiente secuencia de comandos en formato voz en off. Otros productos que pueden usar son: Siempre Libre, Neutrogena, ROC, hilo dental de Jonson & Jonson, Johnson’s Baby Shampoo, etc.
Print Ad: Utilize the image from the final shot of TV ad (the home built from Johnson & Johnson products). Include suggested script below, with “Johnson & Johnson…Building a better future” as the main focus of the subtext. Optional additional image would be a photo of the chosen community effort.
Utilizar la imagen de la toma final de anuncio de televisión (la casa construida a partir de productos de Johnson & Johnson). Incluya se sugieren a continuación guión, con "Johnson & Johnson ... La construcción de un futuro mejor" como el foco principal del subtexto. imagen adicional opcional sería una foto del esfuerzo de la comunidad elegida.
Suggested Script: Johnson & Johnson, the building blocks to a healthy and happy future for you home. Now help our products become building blocks within your community. With each purchase of a Johnson & Johnson product, we will donate x% of the profits to improving schools/hospitals in need. Don’t forget to enter the promotional code found on your J&J products for a chance to improve your home life as well. Johnson & Johnson…Building a better future.
Johnson & Johnson, los bloques de construcción de un futuro saludable y feliz para su casa. Ahora ayudar a nuestros productos se convierten en bloques de construcción dentro de su comunidad. Con cada compra de un producto de Johnson & Johnson, que donará x% de los beneficios a la mejora de escuelas y hospitales que lo necesitan. No olvide introducir el código promocional se encuentra en su J & J los productos para tener la oportunidad de mejorar tu vida en el hogar también. Johnson & Johnson ... La construcción de un futuro mejor.
Example image: See attached .pdf file. Note that in the final copy, there would be a myriad of other Johnson & Johnson products, which would be presented much smaller to emulate bricks/building blocks, emphasizing our slogan of “Johnson & Johnson… Building a better future.”
Ver adjunto. Archivo pdf. Tenga en cuenta que en la copia final, no habría una miríada de otros productos de Johnson & Johnson, que se presentará mucho más pequeña para emular ladrillos / bloques de construcción, haciendo hincapié en nuestro lema de "Johnson & Johnson ... Construir un futuro mejor".
The final project centered around Nescafé. A key thing to understand about Argentina's cultural background: they take their café very seriously. It is something to enjoy while sitting across from a dear, dear friend while conversing for the better part of two hours about how they are really doing, and what is life all about? The sheer thought of café Americano style (on-the-go) is preposterous. In fact, when my co-worker and I stopped at Starbucks before hopping on the bus before work, the porteños would see our café in hand, and look at us as if we had 5 heads, or as if we were disgracing the entire country of Argentina (I mean, they don't even have cup holders in their cars and people actually sit down and eat at Burger King and McDonald's). But, as America has discovered and somewhat thrived on, the on-the-go mentality is immensely popular and incredibly successful. Nescafé, seeing a business opportunity wanted us (the Americans) to figure out way to integrate our on-the-go culture into Argentina, gently.
So, we began to brainstorm. Who drinks coffee? Businessmen and women and college students. Where do we drink coffee? At the office/while studying/library. When do we drink coffee? Mornings/early afternoon. Where do we get our coffee? With our breakfast. McDonald's. At the train station. Before the bus stop. While the thoughts continued to pour, ideas started to form.
Target the businessmen and women at kioskos, which are small convenience-type stores stocked with water, Coke, Sprite, Gatorade, breakfast and candy bars, chips, alfaflores, among other things. Why not café? Pick up your breakfast, grab a cup of free Nescafé. Get them used to the idea gently. The more they get used to the free café, the more they enjoy it, and a new on-the-go market is born.
Target the students at the universidades. College students everywhere love free things. They also love café thanks to many a late night study-sesh. Why not position Nescafé in their minds as an on-the-go brand as well? Below is a promotional marketing plan/outline for the students of Buenos Aires.
Nestcafé- On the Go Project
Four Universities to Target
1. UBA
2. UCA
3. Universidad de Palermo
4. UADE
Promotion
1. Flyersàaround campus building, billboards, bulletin boards, doors, windows, bathrooms, above water fountains, etc.
2. Emailàuniversity accounts/mass announcement
· To Do…
o Design flyer in Adobe Photoshop. Contact university for assistance in sending out a mass email to the entire student body as an electronic announcement/flyer. Email .pdf form to the university and student accounts.
o Print paper flyer copies and distribute
Event Planning
1. Nestcafé promotional stand
a. Relatively small to fit into student lounge
b. Band logo prominently displayed on stand multiple times
c. Banner to hang up above stand
2. Tables and chairs
a. 3-4 depending on available space
b. 2-3 chairs per table
c. table decoration/advertisement of Nestcafé
d. colors of chairs correlating to brand colors of Nestcafé
3. Coffee
a. Styrofoam cups (Number unknown) with logo
b. Lids
c. Hot sleeves with logo
d. Stirring straws
e. Sugar
f. Fake sugar
g. Creamer
h. Milk
i. Coffee machine
j. Coffee
k. Napkins
4. Workers
a. 2
b. Uniforms with logo
Execution
1. Schedule
a. Run for either 2 or 4 weeks depending on how extensive you want your exposure
b. Week 1: Monday/Tuesday at UBA and Thursday/Friday at UCA
c. Week 2: Monday/Tuesday at Universidad de Palermo and Thursday/Friday at UADE
d. IF want more exposure…Week 3: Monday/Tuesday At UCA and Thursday/Friday at UBA
e. Week 4: Monday/Tuesday at UADE and Thursday/Friday at Palermo
i. **Implementing week 3 and 4 will allow for students with different schedules to enjoy the coffee event as well
2. Times
a. Mornings 10-12
b. Afternoons 2-4
c. Question: when are the majority of classes attended?
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