— Sample Creative Brief —

Client:
Happy Foods Inc. (imaginary client)

Overview:
-    By following trends and engaging with social media outlets, young people attempt to satisfy the need states of connection (within a community) and identity establishment that are prevalent amongst those in their age group
-    This accounts for the high activity in social media websites throughout the nation
-    Following a new trend leads to it becoming a topic of conversation amongst peers and ultimately to product awareness
-    Young people are attracted to humorous and cute cartoons
-    A large avid gaming community exists throughout the Philippines
-    Good quality yet simple online gameplay has proven to be extremely popular (Angry Birds, for example)
-    Commission of said gameplay can be achieved cheaply if done through freelancers or independent, small companies
-    The strategy of supplementing a product with an online game is relatively novel to the Filipino market

Objective:
-   To promote and encourage sales of a new corn based snack product, Snacky Corn (imaginary product)
-   To do so via a variety of mediums: television, print, billboards, radio, Facebook, Twitter, and an online game
-   To encourage consumers to play a free online game featuring the Snacky Corn ‘characters’ which will serve as the primary means through which the product will establish its reputation.
-   The game must have a narrative and as such, all resultant media outlets must articulate this narrative and any new developments in the plot that may be added as the brand grows
-   To encourage consumers to ‘Like’ the Snacky Corn Facebook page and to follow Snacky Corn on Twitter by calling for immediate action (e.g., ‘Like us now on Facebook!’ )

Target Audience:
-    J.R. is a 14 year old boy who comes from a lower middle to middle class household.  Raymond is 9 years old and is from a family that enjoys a high household income.  Raymond, J.R., and their friends spend a lot of time surfing the internet playing games. J.R., like his peers, frequents social networking websites such as Facebook.  J.R. and Raymond’s favourite TV channels are Cartoon Network and Animax.  Both boys enjoy Spongebob Squarepants yet whilst Raymond counts Ben 10 as a favourite, J.R. does not.  They both enjoy going to the cinema and frequenting video arcades.  They like following the latest trends so they can keep up with their peers.

Product attributes:
-    Supplemented by a variety of interactive media:
        -  A free online physics-based puzzle game wherein the objective is to obtain the advertised corn      snack by solving a series of puzzles
                  -  High scorers may be subject to deals or prizes
                  -  New levels or features may be added to the game to maintain interest           
                  -  Engaging gameplay and humorous characters 
        -  A twitter page which can include tweets by celebrities endorsing the product, promotions, or tweets about how great the product is (e.g. ‘I can’t wait to eat some Snacky Corn today!’)
-    Good tasting product
-    Aesthetically appealing product design (packaging and online game)

Key message/single minded proposition:
-    Snacky Corn is the cool new thing!

Substantiation:
-    Eating Snacky Corn and playing the Snacky Corn Game means that you’re in the know and makes you part of a community of cool and like-minded individuals

Desired brand character:
-   Temperament: cheerful, frenzied but not over the top
-   Character: comical, cute, slightly ridiculous, yet each Snacky Corn character exhibits a distinct personality
-   Presence: mesmeric
-   Feel: highly stimulating, addictive
-   Colour: bright, eye-catching colours
-   Sound: hyperactive but not overbearing
-   Texture: flat, slight gloss