Managing The Commerical Communications Process (Week 4)
CW1 Ad Venture Brief
The Brief for the Ad Venture Competition & Brief was revealed to us this afternoon and is due to be worth 40% of our overall grade for the module. The brief and specifically set tasks are outlined below.
The Brief
Challenge:
The Ad Venture Competition challenge for this year is to
raise awareness about the risks of
binge drinking (heavy drinking 4-5 alcoholic drinks at a
time) among people aged 16 – 25 years across Europe. The campaign should be
readily adaptable for use in the 27 Member States of the European Union. The
focus should be on the importance of making the target group aware that binge
has negative consequences on an individual’s health and that drinking less is
the key.
Background:
Alcohol related harm is a major public health concern in
the European Union (EU), accounting for over 7% of all ill-health and early
deaths. Europe is the heaviest drinking region in the world; consumption levels
in some countries are 2.5 times higher than the global average. Alcohol is one
of the 4 top risk factors for developing diseases such as cancer or
cardiovascular disease (non-communicable diseases). 55 million people are
estimated to drink alcohol to harmful levels in the EU. 23 million people in
the EU are dependent on alcohol.
One in three adults across the EU says they binge drink
at least one a month. This harmful drinking pattern is becoming more widespread
throughout Europe. The last 10 years have seen harm increases in the numbers
of young people with hazardous drinking patterns. Habits such as binge drinking
put young people at particular risk from the dangers of excessive alcohol
consumption. Alcohol has a major effect on health. It increases the likelihood
of accident, injuries and death. Moreover, heavy drinking at an early age is
more likely to lead someone to become an alcoholic earlier.
Alcohol harm is disproportionately high among young
people (an estimate of 115,000 deaths per year) and alcohol is the single
biggest cause of death among young people. Alcohol-related deaths account for
around 25% of all deaths in young men aged between 15 and 29 years old. Alarmingly,
43% of 15-16 year old European students reported heavy binge drinking during
the past 30 days.
Desired Position:
The overall objective is to make people aged 16 – 25
aware of the problem of binge drinking and inform them about the harm it causes
to health. This includes explaining the risks and serious consequences of excessive
alcohol consumption for the health of young people as well as for their social
well-being. The aim is to make known risks to life and health and promote less alcohol
consumption.
Clients:
The European Alcohol Policy Alliance (EUROCARE) is an
alliance of non-governemental
and public health and well-being organisations. It
advocates the prevention and reduction of
alcohol related harm in Europe through effective and
evidence-based alcohol policy.2
European Commission, Directorate General Health and
Consumers (DG SANCO) – the
European Commission is striving to make Europe a
healthier, safer place, where
consumers can be confident that their interests are
protected.
Target Audience:
- The target audience is European people aged 16 – 25 years. Due to its pan-European character and the possibility of it running live, the campaign should be:
- Designed as a pan-European campaign
- In English
- This campaign needs to run in countries all over Europe so do not rely on local humour or use local personalities etc which may not work in other countries
Key Messages:
- Don’t binge drink – less is better
- Binge drinking damages your health
Aim:
Increase awareness of the dangers of binge drinking due to
its negative consequences on individuals’ health and social well-being and
convince the target audience to drink less alcohol. The campaign should convey
the message “Don’t binge drink – less is better.”
Tonality:
Think carefully about the underlying causes of
binge-drinking. There are many ways to achieve your goals – you will need to
decide whether a positive or negative approach is the best way forward.
One specific criterion according to which your campaign
will be judged is its direct applicability, taking into account different
languages and cultures in the EU, without further need for adjustment.
Format:
Teams are encouraged to consider all promotional
channels, online, TV, cinema, radio, print, outdoor, multi-media and social
networks etc. to bring the integrated campaign to life.
The Task
- Demonstrate a thorough appreciation of the Client-Agency perspectives of the creative process and an understanding of the roles, responsibilities and inter-relationships of all the key Client, Agency and third parties involved.
- Review and assess how creative concepts are developed, applied in different media and finally produced.
Working in agency teams, set out the following tasks:
1. Critically evaluate the Ad Venture Brief and
establish:
·
Who the
target audience(s) is
·
What are
key communications objectives
·
What
constraints exist around the brief
·
Establish
how the campaign will be measured – if no criteria exists – devise your own
2. Carry out secondary and primary research in
accordance with known agency practices to research the market and to establish
a communications strategy, and from this devise a creative brief
3. From 2) test concept ideas and evaluate
against objectives
4. Devise strategic media plan and show how this
could be deployed and how creative concepts work achieve maximum engagement
with different types of media
5. Prepare and present this work to University
Planning Board in a 20 minute presentation
All work must be supported by minutes of
contact reports, carried out digitally via BB. All agency team members must
demonstrate active participation within an established agency role and in
accordance with the agency culture and philosophy. See criteria below for this
and other grading criteria.
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