AYAZ CREATIVE BRIEF

1. Introduction of Company
2. Target Audience
3. Problem
4. Objectives
5. Competitor Profile
6. Value Proposition or Idea
7. Brand Positioning
8. Media Consideration
9. Creative Direction

1. Coca Cola

Company Introduction

Coca-Cola has been alive for 125 years and continues to make a massive impact in the market to
this day. Our products were founded in Atlanta, Georgia, in 1886, Coca Cola has been a catalyst
for social interaction and inspired and as a company we have created a worldwide brand that
provides billions of moments of refreshment every day (World of CocaCola, 2016). In launch of
our most recent product Coca-Cola Zero officially turns 11 next month. Our zero-calorie cola
debuted in June 2005 and quickly became a hit new product to its new target market, males and
has been out biggest launch since our last product Diet Coke was released in 1982 (Moye, 2016).
The new products research can be outlined as early as 1990s, when the company was in search of
a no-calorie Coca-Cola (Moye, 2016). The market was missing a key product (soon Coke Zero),
a low-calorie sparkling option for younger males who, for the most part, wanted real Coca-Cola
taste with zero calories (Moye, 2016). Since this realisation has finally been made a reality in
June 2005, we have since reached the maturity age of our coke zero product, which has settled in
brilliantly to accommodate its target market.

TARGET MARKET
The current target market for Coke Zero is males around the age of 19-34. The product itself,
essentially is the same as diet coke. Although, as opposed to diet drinks associated with a female
audience, Coke Zero was positioned as a zero calorie drink rather than a “diet” drink for men
(Coke Solutions, 2014). However with the recent change of statistics in the South Australian
market, indicating a decline in Coke Zero’s product lifecycle, with our male target audience,
being more inclined to purchase a regular Coke, over Coke Zero, a 4 new target market will be
acquired for the product in order for the campaign to be successful.

OBJECTIVES

Consumers of Coca-Cola products tend to see coke zero for males and diet coke specifically for
females. For example in multiple articles (shown below) our product Coke Zero has been seen by
consumers to target males, which is what we have successfully done for the past 10 years.

FORMS OF ADVERTISING AND MEDIA TO BE USED

Media outlets that will be utilised for our new advert plan, will be television and also the internet
(social media platforms). These two mediums were chosen due to the widespread nature of
coverage. Additionally, as our chosen target market are between the ages of 19-34, we felt as if
the chosen medias would be most appropriate and well suited to our target market. The new
campaign will be set to launch on the internet in the upcoming summer season with the television
advert following behind it, being released just a few weeks after. To further promote the new
advert, we plan to publish the ad to our current Facebook, Twitter, Instagram and YouTube
pages. Through uploading the new content to these popular social media sites, with already large
followings, will furthermore increase consumers knowledge of the new campaign and work to
change their current perceptions. We also hope that this decision sparks word of mouth amongst
consumers. With 1.44 billion monthly active users on Facebook alone, the site can be seen as the
market leader of social networking. Therefore we plan to also sponsor our Facebook posts, this
will effectively allow the advert to be seen in our target markets newsfeed, and successfully
allows us to reach, who we want to reach.

COMPETITORS
Our brand Coke is well known as the number one soft drink company in the world. The
company’s main competitor is Pepsi.

Creative Strategy

With a well crafted television advert, we are able to effectively make Coke Zero appeal to our
target market. Our key message we wish to communicate to our newly broadened target audience
is that Coke Zero is not just a mens drink. It is a drink for all, a drink that both men and women
can enjoy, and can also enjoy together which is highlight in the new advert. This new
introduction to the market will be of great success due to our plan. This plan will effectively
work towards our goals of reaching the maturity stage of the product lifecycle and maximise
sales. We have strong confidence in this plan to reposition Coke Zero.

2. McDonald’s
Background/Overview:
Dick and Mac McDonald moved to California to seek opportunities they felt unavailable in
New England. Failing in the movie business, they subsequently proved successful in operating
drive-in restaurants. McDonald's Corporation is an American fast food company, founded in
1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California,
United States. They rechristened their business as a hamburger stand, and later turned the
company into a franchise, with the Golden Arches logo being introduced in 1953 at a location
in Phoenix, Arizona. In 1948 they took a risk by streamlining their operations and introducing
their Quick Service System featuring 15 cent hamburgers. The restaurant’s success led the
brothers to begin franchising their concept—nine becoming operating restaurants.
In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to
purchase the chain from the McDonald brothers. McDonald's had its original headquarters
in Oak Brook, Illinois
McDonald’s is the world’s leading fast food restaurant chain with more than 37,000 outlets,
restaurants and kiosks serving approximately 69 million people in 119 countries each day. More
than 80% of McDonald’s restaurants worldwide are owned and operated by independent local
franchisees. McDonald’s has been growing organically, with new sites located in smaller towns,
roadside developments and food court concepts in leisure parks and shopping centers.

What is the Objective?

 Promote the home delivery service to people

 Showcase the McDonald’s website and mobile app, to encourage online ordering and position
the brand as innovative.

Target Audience
 Men, women and kids, everyone

 People who have no time to cook at home, looking for quick and easy solutions

 People who work in offices and need something readymade in Lunch Time

 As the generation is trending towards finding an easier way to get things done by using
technology, in that, creating a fast & efficient service that’ll meet their needs.
Competitors
McDonald is the one of the leading fast food restaurant. It has to face an ingtensive competition
in the market. The competitors of McDonald in all over the world are:
 KFC
 Subway
 Pizza Hut
 Burger King
 Howdy etc.

Big Idea?
As McDonald is entering in an existing market with a technological advancement so there is a
handsome requirement for the promotion of its apps, websites and home delivery offer and the
company would be using conventional tools of promotion with sampling as an extra. For
advertising the company plans to use both below the line and above line advertising and the
company targets the giant media to capture the good chunk of the market.
It is necessary to launch an App with unique name McDelivery. With this app now you can order
food online with just a few taps on your mobile phone using the McDelivery app. Be it your
favorite McDonald’s burger, or a customized McDonald’s meal, McDonald’s food delivery app
fulfills your every food craving. With classic burgers and wraps, and exciting new offerings like
coffee, desserts and sides, online food ordering using McDelivery app has never been this easy.
Creative Tone/Execution
Tone: Emotional, Slice of Life – Family & Friends oriented.
Execution: TV, print, billboards, social media

3. Samsung

About Samsung

Samsung, South Korean company that is one of the world’s largest producers of electronic

devices. Samsung specializes in the production of a wide variety of consumer and
industry electronics, including appliances, digital media devices, semiconductors, memory chips,
and integrated systems. It has become one of the most-recognizable names in technology and
produces about a fifth of South Korea’s total exports.
Samsung was founded as a grocery trading store on March 1, 1938, by Lee Byung-Chull. He
started his business in Taegu, Korea, trading noodles and other goods produced in and around the
city and exporting them to China and its provinces. After the Korean War, Lee expanded his
business into textiles and opened the largest woolen mill in Korea. He focused heavily
on industrialization with the goal of helping his country redevelop itself after the war. During
that period his business benefited from the new protectionist policies adopted by the Korean
government, whose aim was to help large domestic conglomerates (chaebol) by shielding them
from competition and providing them easy financing. Samsung first entered the electronics
industry in 1969 with several electronics-focused divisions—their first products were black-and-
white televisions. The late 1970s and early ’80s witnessed the rapid expansion of Samsung’s
technology businesses. Separate semiconductor and electronics branches were established, and in
1978 an aerospace division was created. Samsung Data Systems (now Samsung SDS) was
established in 1985 to serve businesses’ growing need for systems development. That helped
Samsung quickly become a leader in information technology services. Samsung also created
two research and development institutes that broadened the company’s technology line into
electronics, semiconductors, high-polymer chemicals, genetic
engineering tools, telecommunications, aerospace, and nanotechnology.
The 2000s witnessed the birth of Samsung’s Galaxy smartphone series, which quickly not only
became the company’s most-praised product but also frequently topped annual lists of the best-
selling smartphones in the world. Since 2006, the company has been the top-selling global
manufacturer of televisions. Beginning in 2010, the Galaxy series expanded to tablet
computers with the introduction of the Galaxy Tab.

Target Audience

The target audience consists of single males age 25-34 who have a high interest in sports, particularly
American football. They are educated and successful, with enough disposable income to keep up to date
with the latest technology. Not only do they want a superior quality television, but also they want to
interact with it through downloadable applications.

Communication Objective

Distinguish the Samsung Smart HDTV from competition by highlighting the features of the TV
that are exclusive to Samsung, such as web browsing capabilities, and especially smart TV
applications. Target Audience: The target audience consists of single males age 25-34 who have
a high interest in sports, particularly American football. They are educated and successful, with
enough disposable income to keep up to date with the latest technology. Not only do they want a
superior quality television, but also they want to interact with it through downloadable
applications. Key Insights about Target Audience: This audience spends daily free time watching
TV, and is constantly augmenting the TV experience by updating their home technology.
Because the target audience is young single males, sports-related features would especially
appeal to them. Price is not the most important factor in decision of purchase for this audience.
Keeping up with the latest technology and the best features are. An important insight into this
target audience is the fact that they often participate in fantasy football leagues. Since the
Samsung Smart HDTV has a fantasy football application that allows for updates and interactions,
the target audience will receive a television to view the games as well as a medium to access
their fantasy teams. Big Idea: The focus is the combination of watching football and being able
to interact with the game itself. In order to highlight this combination, the ad will feature the
Fantasy Football application that is exclusive to Samsung Smart TVs, and also give credit to
Samsung’s superior picture quality. Why it will Work: The campaign’s focus on football will
appeal strongly to the target audience (single males 24-35). The explanation of the exclusive
features of the TV will benefit the audiences’ dual interests in watching the sport and interacting
with it. It will encourage them primarily to do their own research on the product, understand the
differentiation from competing TVs, and then ultimately to purchase the Samsung Smart HDTV.
Big Idea

The focus is the combination of watching football and being able to interact with the game itself. In
order to highlight this combination, the ad will feature the Fantasy Football application that is exclusive
to Samsung Smart TVs, and also give credit to Samsung’s superior picture quality. The campaign’s focus
on football will appeal strongly to the target audience (single males 24-35). The explanation of the
exclusive features of the TV will benefit the audiences’ dual interests in watching the sport and
interacting with it. It will encourage them primarily to do their own research on the product, understand
the differentiation from competing TVs, and then ultimately to purchase the Samsung Smart HDTV.

Media

 TV Commercials
 Billboards

4. Apple

Company Introduction

Apple Inc. is an American multinational corporation that designs and manufactures consumer
electronics and computer software products. The company's best-known hardware products include
Macintosh computers, the iPod and the iPhone. Apple software includes the Mac OS X operating system,
the iTunes media browser, the iLife suite of multimedia and creativity software, the iWork suite of
productivity software, Final Cut Studio, a suite of professional audio and film-industry software products,
and Logic Studio, a suite of audio tools. The company operates more than 250 retail stores in nine
countries and an online store where hardware and software products are sold.

Established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977,the company was
called Apple Computer, Inc. for its first 30 years, but dropped the word "Computer" on January 9, 2007
to reflect the company's ongoing expansion into the consumer electronics market in addition to its
traditional focus on personal computers. Apple has about 35,000 employees worldwide and had
worldwide annual sales of US$32.48 billion in its fiscal year ending September 29, 2008.For reasons as
various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns,
Apple has established a unique reputation in the consumer electronics industry. This includes a
customer base that is devoted to the company and its brand, particularly in the United States. Fortune
magazine named Apple the most admired company in the United States in 2008 and in the world in
2009.

Objective

The purpose of this assignment was to write a creative brief of the Apple Watch. It was an interesting challenge to write this brief because the
product is difficult to sell as it is a new, unfamiliar technology. It was also hard to convince an audience that they could benefit from this
product since it is not a necessity. I chose to highlight the Apple Watch as an accessory that doubled as a smart and sophisticated piece of
technology.