Agency Brief for Integrated Brand Communication

Brand:
Glamour-up Cream

Project:
XaXa

Date:
May 2010

Brand Communication Idea:

Reveal your true potential to the world

This is a brief for:

A single Campaign Idea

Multiple executions from the Campaign Idea

1.

Execution in which Channel?- Television, Radio, Press, Outdoors, Digital Media

A. What is the Job-to-be-Done and resulting marketing objective? (Key behavioural change desired)

Get the 18 year old fairness seeker to dramatically reappraise Glamour-up Cream as the skin lightening expert by offering her results
that set a new fairness benchmark (expert treatment-like fairness)
B. What is the role of communication & thus the measurable communication objective for this Job to be
Done?(Required changes expected in awareness and perception)
Role of communication:
To drive a dramatic reappraisal of Glamour-up Cream in the eyes of the young 18 year old girl by giving her for the first time ever
the efficacy of 5 expert fairness treatments in a fairness cream.
MMO:
Increase loyalty amongst existing users (SOR), penetration/ appeal in new markets
MCO:
Significant increase SOE on Is a fairness expert
2. What insight drives this brief? (Special insight derived from customer / consumer)
Fairness creams can only give me that much fairness. When the stakes are higher, I know I need much more.
3. Who is our target audience & their media consumption?
LSM 1-7 (Living Standard Measure), 18-35 year old women, Users of fairness creams.
Creative TG: Young girls from small towns who are debunking the norm, and moving out of their comfort zone to work towards
achieving their dreams.

4.

Moving from small town to the city is the first step to realising her dreams.
The city move leads to a re-appraisal, she doesnt look or sound like a city girl and is therefore not regarded at par by peers
and seniors. She now needs to prove that she is as good if not better than any city girl.
Her looks & fairness are therefore critical. She knows she will be judged by the way she looks, therefore everything from
her clothes, hairstyle are carefully thought through and transformed to be able to give her the right city look. For her
fairness as well, she is using her old fairness cream but is actively seeking more expert solutions & advice.
The stakes are high now that she is in the city, for her failure is not an option
She wants to be looked up to in her town when she goes back, she wants be the pride of the town She wants to inspire
other girls to move out and achieve like she did. She wants to craft a life that is so successful; it inspires others to achieve
their dreams.

A. If Briefing for a Campaign Idea: Initial recommendation on disciplines and potential role of channels to reach and
engage our target and why:
Television Lead Media, Print (news and magazine), Outdoors, Radio, Mobile, Digital, On ground Pack
5. What does the TG they think and do now? What are the barriers to purchase decision?

CURRENT THINK:
Fairness creams can only give me this much fairness. When I need more, I need to go to an expert.
CURRENT DO:
While she uses popular fairness creams, she is always scanning the environment for more expert solutions.
6.

What would we like them to think and do in response to the communication?(What attitudinal and behavioural changes
we would want through this campaign)

DESIRED THINK:
For the first time, Glamour up is giving me expert treatment fairness. There is nothing better.
DESIRED DO:
I really want to try new Glamour-up Cream.
7. What is the single most important point to communicate? (Campaign Idea - What is that single point that the total campaign
must be communicate; Executions What is the single main point that this execution must communicate)
For the first time ever, get the benefit of 5 expert fairness treatments in an everyday fairness cream, with Glamour-up Cream,
treatments in a tube
8. Why should they believe it?
New Glamour-up Creams daily action works like 5 expert fairness treatments:
1> Laser Treatment that targets skin marks
2> Polish treatment that targets sun tan
3> Face Peel treatment that targets dullness
4> Antioxidant treatment that reduces dark circles under your eyes
5> Vitamin Mask treatment that lightens skin colour
9. Practical requirements:
A. Timings:
Creative Briefing: 21st June 2011
First Creative Response: 7th July 2011
Campaign Idea & Communication to be qual tested for GCLT Contract: 22 nd July 2011
IBC handover: 1st December 2011
Launch: 1st July 2012*
*Possible launch preponement to April 2012 in India
B. Budget Production:
250 K
C. Geographical Scope & Media Spend (highlight any key regional/local differences):
South Asia: India, Pakistan, Bangladesh, SriLanka, Nepal
South East Asia: Malaysia
Middle East: Gulf, Arabia, Egypt
Other Regions: Kenya, Arabia/ Gulf/ Malaysia/ Egypt
D. Mandatories (if required, maximum of three):
Look: Skin Expert but not Laboratory Clinical
Reference for look: Kaya

Not medical, clinical. But expert nonetheless.

Not beauty parlour or spa.

Tonality: Treatment Like benefits need to be landed in a skin consultation like setting/ tone

Landing 5 treatments together Reference Olay 7 effects, communicates 7 without going into excessive detail on each.

E. Legal & Other considerations:

Comparison of efficacy to treatments may need to be toned down to comparing either targeting of the same problems as
treatments or works like (mode of action) to treatments without significant dilution of consumer take out. While the
concept spoke of a comparison to skin doctor treatments, we might need to specifically change this to skin experts
treatment to ensure that the claims are not in the drug domain.
F. Agency Next Step:
Campaign Idea, Key Visual/ Visual references for depiction of 5 Treatments and Launch Phase (first 6 months) TVC
creative
10. Business Card Summary (Sum up brief in one sentence):
For the first time ever, 5 expert fairness treatments in Glamour-up Cream. Treatment in a tube