STATEMENT OF AUTHORSHIP

COVER SHEET for SUBMISSION of ASSIGNMENTS

Course Name: Course Code: Department Date Stamp

Introduction to Advertising MKTG1294

Assignment Title: Assignment Due Date:

Creative Brief_Le Minh Tri_s3678621_HN_1 7/12/2018

Academic’s Name: Date of this

Submission:

7/12/2018 (For Office use only)

Student(s)

Family Name: Given Student Class/Group:

Names: Number:

1. Le Minh Tri s3678621 HN-01

2)

3)

4)

5)

6)

Declaration and Statement of Authorship:

1. I/we hold a copy of this work which can be produced if the original is lost/damaged.
2. This work is my/our original work and no part of it has been copied from any other student’s work or from any
other source except where due acknowledgement is made.
3. No part of this work has been written for me/us by any other person except where such collaboration has been
authorised by the lecturer/teacher concerned.
4. I/we have not previously submitted this work for this or any other course/unit.
5. I/we give permission for this work to be reproduced, communicated, compared and archived for the purpose of
detecting plagiarism.
6. I/we give permission for a copy of my/our marked work to be retained by the school for review and comparison,
including review by external examiners.

I/we understand that:

7. Plagiarism is the presentation of the work, idea or creation of another person as though it is my/our own. It is a
form of cheating and is a very serious academic offence that may lead to exclusion from the University.
Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic
data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.
8. Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my/our work.

Creative brief template – MKTG1294

Page 1 of 4
 Student Signature(s)
I/we declare that I/we have read and understood the declaration and statement of authorship.

1. Le Minh Tri 4
)

2) 5
)

3) 6
)

Further information relating to the penalties for plagiarism, which range from a notation on your student file to expulsion from the
University, is contained in Regulation 6.1.1 Student Discipline and the Plagiarism Policy which are available on the Policies and
Procedures website at www.rmit.edu.au/policies.

Creative Brief

Client (umbrella company): ________Walking Bike B.V_____________ Brand (product/service):

_______Lopifit________________

Student’s name: _____________Le Minh Tri_________________________________________

- Lopifit is an official international brand name of Walking Bike B.V, a Dutch

BACKGROUND electric bike company which was founded in 2014. It is recognized to be the
Relevant information on first electric cycling treadmill-like brand in the world and is currently
company/brand/product. Can distributed over 10 countries including countries from North America, Europe
include SWOT analysis. and Asia.
- Lopifit is also the name of Walking Bike B.V’s bike product which was
invented by Dutch engineer Bruin Bergmeester, who thought of the
idea of making a mobile treadmill device that could be
utilized in outdoor environment. The device’s key function is
to combine biking with exercise activity and the key quality of
the product is to allow user to transport and benefit from
exercising at the same time. The electric treadmill bike is
also believed to be eco-friendly, easy to use and is designed
for comfort. Its price is about $2900 including high capacity
lithium ion batteries. Lopifit’s accessories and apparels are
sold separately and is currently not available for sale.

- Activities in Asia: Not officially distributed in Asia, however

Lopifit products are supplied by numbers of Chinese company
and treadmill bikes are available for sale on the Chinese
trading website Alibaba, with prices range between $700-
$1300.

- SWOT analysis:

 Strength:
- Known to be the first outdoor electric treadmill device in the world => unique
product that could attract target’s audience’s attention and curiosity.
- Sale/ rental locations are established in multiple countries => recognizable
brand.
- Manufactured in Netherland, where bicycle utilization culture is well known

Creative brief template – MKTG1294

Page 2 of 4
 internationally => boost the reputation of the product.
- Unique, appropriate public relation strategy: Lopifit was featured in numbers
of television show and broadcasting means. The product also went viral on
social media platform such as Facebook, with over 80 million views on a
video of the product’s introduction.
- High quality product leads to positive customer’s reviews => improve Lopifit’s
brand image.
- The company is operated efficiently in term of creating product’s
accessibility: it provides options such as renting services and opportunity for
other businesses to become rental points and dealers.
 Weakness:
- Businesses are mostly located in Europe, with exception of distributor in US
=> limited accessibility.
- Lack of customer service options: email and Facebook are the only means to
exchange information between company operator and customer.
- Ineffective advertising strategy: despite initial success in promoting the
product through television shows and viral videos, Walking Bike B.V fails to
introduce their product to target audiences that live outside of EU and US.
- Awareness in Asia: there are no official stores in Asia region, therefore not
many people in Asia know about the store.
- Expensive price : with a price of $2,495(assume this was the fixed price at
the time) , it’s doubtful that the niche Lopifit will become a common sight on
city streets (Curbed 2017).
- Low variety of product types: there is only one model of Lopifit bike which
comes with 4 contemporary colors: blue, green, red and black.

 Opportunity:
- A new emerging: Asian market is new to Lopifit product => great opportunity
to develop the brand (attract attention from public).
- Electric treadmill technology is new to Asian target audiences => assumingly
less competition from the beginning of the campaign.
- Demand for health care among public in Asia is relatively high : Public sector
allocations to health sectors in many countries in the region have not kept
pace with population needs (Mahal & McPacke 2017).

 Threat:
- Potential competition with fake product with same function.
- In Vietnam particularly, public need for healthcare technology is not high.
People seek to improve their lives with more traditional healthcare method
such as medicine, herb utilization and ordinary exercise practice that doctor
or personal trainer’s instruction.
- Lopifit’s design might not be suitable to Vietnamese fashion standard.

In this campaign the target audiences are male and female that age from 35 to 60
with high income, live in Hanoi and Ho Chi Minh city.
Khai is a 40 years old man who lives in Ho Chi Minh city. He graduated from a high
reputation foreign university, has married and currently works as a real estate broker
TARGET AUDIENCE and a executive manager of a successful tech company . His monthly income is
What insights do we know approximately $15,000. As the nature of his work, he has to concentrate on work
about them? indoor, go for meeting during weekdays and barely has time to exercise in local gym.
However he is conscious of his health and has a daily morning jogging routine. Khai
believes his health can be improved by morning exercise and enjoying fresh air. He
has a liking for innovative technology in general and loves to experience new product
that benefit a healthy lifestyle.
To raise awareness of 30% target audience about the Lopifit brand and its product’s
COMMUNICATION key benefit in 3 months from May to July 2019.
OBJECTIVES
What do we want T.A. to
know?

Creative brief template – MKTG1294

Page 3 of 4

ACTION OBJECTIVES
What do we want T.A. to do?
KEY MESSAGE/
PROPOSITION
SUPPORTING REASONS
Bullet points of relevant facts
that back-up the proposition.
TONE of VOICE and
DESIRED RESPONSE
How you will speak to T.A.,
and how you want them to
feel.
MANDATORIES
Has the client given any
specific requirements? (e.g.
Award medallions, corporate
colours, logos, contact details,
promotions, website,
disclaimers, etc.)
Word count: 1004 words
To increase product sale figure by 5% in Hanoi and 10% in Ho Chi Minh city.
Our product is unique, safe, eco-friendly, easy to use, designed for
comfort and can improve customer health with unforgettable
experience.
 With approximately 5km/hour walking pace on the treadmill platform, the
bike can reach the speed of 25km/hour.
 Simply stepping on the platform and start walking, the bike engine will
start automatically.
 The disk brake makes sure that Lopifit functions just like a normal
bicycle and to ensure safeness.
 Lopifit engine uses electricity to function => it is very eco-friendly.
 Lopifit is the world first electric treadmill bicycle with unfamiliar-looking
design.
 Tone of voice: thoughtful, enlightened, understanding, excited
 Desired response:
- Target audiences will think the product is and beneficial and necessary.
- Target audiences will admire features and design of the product and tend to
show that their friends and family members.
- They will think it is entertaining to try using the product outdoor.
 Corporate colour: Red-orange like.
 Logos: a foot steps on 3 orange stripes.
 Contact detail: info@lopifit.nl
 Website: lopifit.com
Creative brief template – MKTG1294
Page 4 of 4