The Brief: To create a brand that creates an entire 360-degree experience that envelops people. An experiential brand is one that can not only be seen, but also be felt, heard, smelled and tasted.
BELOW IS THE BRIEF GIVEN TO US, USING THE INFORMATION GIVEN TO USE WE WILL CRATE A COMPLETE EXPERIENCE THAT WILL PROMOTE THE BE CAR.
Project ‘SPARK’. An electric car development brief.
José Filipe Torres. bloom-consulting.com
Name, phone number and email address for the person or team members who are responsible for writing the brief.
1 > Background:
What could one develop inside an electric car of the future?
What could a car brand offers to its buyers whenever they move from A to B?
What services could be offered during the journey by using SPARK?
(What’s the big picture? What’s going on in the market?
Anything happening on the client side that the creative team (you) should know about?
Any opportunities or problems in the market?
This is where the project is introduced to the creative team (you).
I’ll go over this in the briefing session.)
2 > Target Audience: who are we talking to?
You tell us.
The more precise and detailed the better. Go beyond age and gender to describe demographics and psychographics.
Explain how the audience currently thinks, feels and behaves in relation to the product category, the client’s brand, and the client’s specific product or service.
3 > What is the one single most important thing to say?
What’s the single most persuasive or most compelling statement we can make to achieve
This should be a simple sentence. No more than a few sentences if absolutely necessary.
4 > What do we want them to think, feel or do?
Think of the services as a way of departing from traditional services currently offered and look at related services like mobility, entertainment and information in a mobile and always connected society.
5 > Target audience: who are we talking to?
Again, up to you.
The more precise and detailed the better. Go beyond age and sex to describe demographics and psychographics. Explain how the audience currently thinks, feels and behaves in relation to the product category, the client’s brand, and the client’s specific product or service.
6 > What are the supporting rational and emotional ‘reasons to believe and buy’?
Again, see above.
Explain why the consumer should believe what we say, and why they should buy.
Include all the major copy points, in order of relative importance to the consumer.
In other words, ‘What else can we say and show to achieve the objective?’