Create an ADVERTISING CREATIVE BRIEF (draft)

CLIENT
XBlades Australia Pty Ltd
PROJECT NAME
Speed Demon
BRAND		PRODUCT
Xblade		Speed Demons football boots
DATE		AUTHOR

PROJECT:

BACKGROUND OVERVIEW:

FILE NOTE: I havent had time to complete the general Xblade company background but that shouldnt take you too long from their website and company searches.

CATEGORY OVERVIEW:

FILE NOTE: I havent had time to complete the general overview of the product category for junior football boots so you will need to do some research there.

COMPETITORS:

FILE NOTE: I havent had time to document a Competitor analysis but it includes Nike and Addidas and Asics are the main three competitors in the football codes product suppliers being considered.

ADVERTISING CAMPAIGN DETAILS:

PURPOSE | Why?

The purpose of the XBlade Speed Demon advertising campaign is to launch a new product line of football boots aimed at the junior (10 years old to 18 years old) AFL, rugby league and rugby union players.

The point-of-difference for the Speed Demon line is that it fills a gap in the market is that it will fill a gap between the adult professional football boot lines and the current junior lines. Speed Demons will provide the high-end quality (made from kangaroo leather) and high tech innovations from the adult line boots, with some online only customization available (initials embroidered on boots opposite logo). The Speed Demons will be available with these features in child sizes only for $135.

OPPORTUNITY | Ultimate impact?

Xblade is a relatively new player on the football boot market.

We would like to increase brand awareness of our junior line.

Ultimately we would like to be top of mind for junior players right through their development into the professional leagues and secure market share from our competitors.

We would like to be known as the best quality and value for money juniors football boot in the market and be the dominant player choice for junior football boots in the Southern Hemisphere.

OBJECTIVE

What does the project work to achieve?

As the product category of junior football boots (including the Xblade junior lines) already exists it is past the stage where informative advertising to create consumer need is of benefit.

Therefore, the current project will focus on persuasive advertising to allow for market share to be competitively obtained for the Speed Demon line.

FILE NOTE: The client has participated in previous campaigns and has some familiarity with Advertising concepts. The client is happy to consider a SMART approach or a DAGMAR approach to formally documenting the advertising goals.

Over time, when market share targets are achieved, subsequent campaigns will move to a reminder objective for repetition purposes suiting the junior transitioning each upcoming season.

TARGET AUDIENCE

PROJECT TARGET | Who are we trying to reach?

FILE NOTE: I havent had time to fully explore the project target and brand target market to quality and define. However, from the initial client meeting, the target demographic is junior (10 years old to 18 years old) AFL, rugby league and rugby union players and those who purchase for that target demographic.

BRAND TARGET | Who does the brand speak to?

ATTITUDE
PROJECT TONE | What traits are we trying to convey?
FILE NOTE: From the initial client discussions, the client wanted a project tone that was consistent with overall existing company tone and junior football lines tone. However, they are open to creative ideas on how to achieve that tone. There is some general information about the overall Xblade brand and how it relates to the new Speed Demon line yet but here is the company link to get you started https://xblades.com.au/
BRAND PERSONALITY | What characteristics define the brand?
FILE NOTE: personality is a new exploration for XBlades for their junior line. The current overall brand personality for XBlades is listed on their website as four key characteristics of (1) energetic culture, creative innovation, insurgent minds and gritty hearts. The client is happy to consider how they could translate this brand personality to be clearly understood by the Speed Demon target market.
MESSAGE
THE TAKEAWAY | What is the key idea to be remembered?
FILE NOTE: the client stated they would like top of mind for junior players right through their development into the professional leagues. They are open to suggestions for what the key idea should be and how it can best be communicated.
TAGLINE | prepared copy, key words, or theme
FILE NOTE: sorry I havent been able to come up with anything for this section yet as it was too rushed before I left work, you will need to think about what would be suitable and make suggestions here for the campaign.
ESSENTIAL ELEMENTS
Design elements that need to be included?
FILE NOTE: Can you please think about any specific concept decisions that need to be included in the design elements or layouts that need to be included as part of the advertising strategy. These include (but are not limited too) decisions on:- TARGET MARKET IMAGES: BOOT COLOUR: MUSIC: LOGOS: PREFERRED POSITIONING OF ITEMS IN LAYOUT: You will need to provide a draft advertisement suitable for a social media posting for their existing media to give Bernie in the design team something to work from. Just put some annotations on each of your choices on the mock up so he knows why you put them there and how important they are.
ADDITIONAL COMMENTS
IN PROGRESS COMMENTS
FILE NOTE: the client has relied previously on web presence and combined Social media channels of Facebook, Twitter and Insta. I also found a little bit on LinkedIn. I am not sure how well suited this is to the target market. Also there has been a small number of You tube assets developed but not widely viewed. While there are a number of different lines advertising messages across a number of channels, my initial thoughts are it doesnt seem pulled together yet, so they might need some help there as well. The client has asked for advice on whether or not other channels might suit the product launch? Could we also supply ball park of cost for any additional channels so budgets can be considered for additional options. Whether we could consider using his wifes favourite player Russell Packer as a celebrity endorsement of the new line

APPROVAL & FINAL SIGN OFF

DATE	CLIENTs SIGNATURE

DATE	ADUSIN Pty Ltd Portfolio Managers SIGNATURE

DATE	Design Team Leaders SIGNATURE