This paper is Justification Document for creative brief.
Before you start, please read ‘Creative Brief’ file
You have to focus on Creative Brief!
and then read ‘Justification Document Format’ file.
When you open the file, you can see format! and under the format, there are some of format’s lists directions. Please read carefully 🙂
You have to write all of context in format related to Creative Brief.
And, You cant see Budget & Timing and Evaluation in Creative Brief. I didn’t understand about them, so you will know how to write if you read Justification Document’ file.
The campaign is ‘LEGO THEME PARK’.
THEME PARK such as famous serial movie (Avengers, Frozen, Minion…just popular hero movie or popular animation). This campaign makes customers visit to Lego stores. And customers take a photo and upload it to their social account.
[Creative Brief]-LEGO
Background
? The Lego stores is an outstanding toy store ranked the largest maker of toys in the Australia. Having an opportunity to produce a variety of product and expanding the market.
Overview
? The project will make the company’s brand name prominent by increasing sales of the LEGO playbox.
Problem / Insight
? Problem: The reality on the ground is that there is no ultimate fun offered in the available LEGO stores. There is more to be done in the same sector.
? Insight: Children and adults want to feel and enjoy apart of something bigger. They identify with their favourite protagonists and want to feel connected to them.
Target Audience
? Primary: Children
? Secondary: Family and parent
? Geographic: To expand the target market through metropolitan, urban and suburban areas.
? Demographic: Children, brand retailers or shoppers.
? Psychographic: LEGO needs to target consumers who like ultimate excitement, playful and have a lifestyle that enjoys leisure and entertainment.
? Behavioural: The group of children like competition and like more and more experiences and they would like coming again and again to be entertained.
Objectives (marketing / advertising)
? Aim:
– To associate LEGO with the customers’ imagination.
– To realize as the ultimate toy stores where children and can be fully engaged and feel entertained.
? Marketing Objectives:
– To increase sales of LEGO to home with a child.
– To increase market share among parents.
? Advertising Objectives:
– To create high awareness and talk-ability among target audience of LEGO products
– To educate the target audience about the benefits(s) of playing LEGO
– To sensitize the target audience on the new products, activities and resolution with new LEGO stores.
Big Idea & Support
? Big Idea: To be the one stop shop for children seeking to be entertained through LEGO.
? Support: To confirm this promise, prospective buyers can rely with other people on the society to give testimonial on the experiences in LEGO stores.
Media deliverables
? SNS (Facebook, Twitter or Instagram) and Magazine
Tone
? Creative + Fun + Warm
Budget & Timing
? Budget:
? Timing:
Evaluation
?
Mandatories
? LEGO, product and website (www.lego.com)
