奥美8.Creative Statement003.docVIP

Creative Statement for Maxwell House Coffee Website Media Plan Guidelines: Mindshare will place Maxwell House Hot Topic advertisements in various media including radio, television sponsorship and print ads. Mindshare will also negotiate for space on the Shanghai Online homepage (and several other key entertainment sections) for Maxwell House banner ads as well as a “What’s On” icon (detailing the latest entertainment events in Shanghai). Creative Focus: Abiding by the Media Plan set forward by Mindshare, Ogilvy Interactive is commissioned to develop the total Maxwell House online presence; this current phase including the main website and associated banner ads / icons for the Shanghai Online homepage / section sponsorships. Drive people to the discussion forum. “The month’s Hot Topic” (and the following monthly topics) are the essence of the entire campaign, this active engagement with the audience pulls all media together. 1) Visual Restrictions: Use the major elements from the Hot Topic print ads: - photo’s of people / items of comparison must be kept black and white must display Maxwell House logo in reasonable position as in print ad must display red “Cups” together and in logical location similar to print ad font for hot topic should be clear, bold and prominent (charging the feeling of an important, provocative discussion, something that should be engaged in) display the three-in-one product shots in a minor but logical position 2) Existing Material Analysis: After reviewing the confirmed print ads, radio show and TV sponsorship materials, the following guidelines are to be used for the website: The Hot Topic discussion forum must be the most prominent element on the homepage, as well as being available from all other pages in the site (the Hot Topic forum is “Sticky”, it can be accessed from anywhere in the site). The Maxwell House logo will take the second most consistent visual element position on the webpages The Three-in-One product shot (a