4A 创意简报揭秘Creative Brief.doc

Creative Brief Date Job Name Job Number Prepared By JUN 5, 2000 INTEL Summer promotion xxxxxxxx Background Describe the - who, what, when, where why that the Client need to do this. Add reference to Competitors, if available 大概地讲一下背景情况，做什么？为什么？什么时候？在哪里？ With the global economy weak, the Average Selling Price (ASP) of an Intel CPU has dropped severely. Intel’s competitor has their Quad-core products ready for both OEM DIY channels, so Intel decide to use C2Q as a high-end product to raise the ASP win the Desktop market Intel Strategy - Sell-up by using a “Hero” product – C2Q (Quad-core) C2X as key driver for DIY ASP Marketing Objectives What does the communication need to accomplish? 做这个事情的目的是什么？ Integrate all the promotion vehicles with consistent image platform; hence to promote the “Hero” products (C2Q) in the Summer Sales Season Task What is the Agency required to do? 具体的工作任务 Create Key Visual elements to integrate all marketing communications, including retail demonstration, BTL activities, OEM ODM co-ops, IT portal co-ops etc. 1 Main visual design for Q8200 (Desktop) 3 Icon design for Q8200, E7400, E5200 Target Audience (TA) 目标消费者 Describe the target audience? Who are we talking to? 是做给谁看的？他们是怎么样的一群人？ Key TA: Desktop DIYer: Seeking High Performance through DIYer PC Enjoy more activities through the PC, including gaming Secondary TA: First-time buyer gamers Insight 洞察 What does the TA think care about? 他们在最关心什么？最想要什么？ C2Q processor with High Performance that can help me WIN PC games so this C2Q will be primary choice. Proposition 主张 What should the focus of the communication be? What is the most important thing that needs to be communicated? 这次沟通的重点在哪里？（一次一个重点为好）什么是最重要的信息需要传递给消费者的。 C2Q is your Primary choice this Summer. 今年夏天买电脑, Q的酷睿是首选（通过Gaming的use model来execution） 比如：通过讲玩家赢得PC游戏，获得畅爽视觉体验的视觉呈现方式，传递Winning的态度/娱乐的至爽体验 ( 从而通过 Emotional 的方式讲出“C2Q是今夏首选，马上行动把！”的意思 Supporting benefits (to support Proposition) What‘s the best evidence to help stim