прислали новый бриф....
охуеть мрачно....
по лекарствам... ненавижу фармацевтов - самые геморрные заказчики...
Бля, где Ефремов застрял???? Водки хочу в душевной компании... И Маху помацкать... Я ей таких клевых игрушек накупила)))) Блин, у мя в этом детском магазе глаза разбежались))) все такое яркое, клевое)))) накупила ей всяких причиндалов для купания: уток, зайцев, и естессно пару свиней)))) Мой фирменный знак, блин)
А вот и бриф, хоть понятный и то слава богу...


Creative brief for immuneostimulant brand
June 2004

Agenda
About immuneostimulant brand….
About immuneostimulant brand composition

Immuneostimulant brand contains the extract of Echinacea purpurea -one of the most popular herbs, extensively researched and proven;

Iits expressed juice from herbs of fresh, blooming purple coneflower;

The herb stimulates or modulates the immune system, allowing the host to fight off infection (the body speeds up the production of defense cells );

Wide competitive environment: cold & flu market (the market structure is made on the basis of medical indications and communication message, not on the perception base!)

Immuneostimulant brand on the market
Immuneostimulant brand is a market leader in 2003: 53% ms (the biggest competitor has 35% ms)
With almost the same brand awareness as the main competitor - SA:18% (Aflubin:19%),PA:58%, (Aflubin:52%)
Loyalty:
Immuneostimulant brand decreased: May 04: 69%, Oct.03: 77%;
Aflubin increased: May 04:78%, Oct.03: 69%
Sales:
growing: Immuneostimulant brand: Index 2003/02 = 158; market: Index 03/02= 179,
AFLUBIN: Index: 230;
Our challenge on the market
However, the highly competitive environment forced us to strenghten our position with a clearer positioning.

The main threats are:
New incomers on the market - with different composition (synthetic, natural) and similar claims.
2. Homeopathic remedy Aflubin - it has almost the same positioning and higher growth rates.
Therefore we are competing for consumers perception.

Sources of growth
New consumers of immunostimulants of the cold and flu category

Communication goal for campaign 2004/05

We want potential consumers to recognize Immuneostimulant brand as an immuneostimulant, which defends you against cold and flu.

Advertising objectives
Main objective:
To increase TM brand awareness = to put it into the category (immunostimulants against cold and flu)

Secondary objective:
Trigger trial purchase
Target market
Core target:
- w 25-45 y.o. with an average income
- 3 members (with child) in HH on average
- Woman, which does not want to get ill, and feels responsible for herself and her family.
- She wants and is able to combine all the social roles of the modern woman: "family keeper", "self-realization through work" and "being a woman".
Critical insight

When the threat of getting (each women has her own moment of fear) ill occurs, she starts to feel responsible for finding the most intelligent solution to defend herself and the ones she loves.
Core message and benefits
Immuneostimulant brand is a natural remedy which, by increasing immunity, (stress on it: 60%) defends (40%) you against cold and flu!
Functional benefit:
She or the ones she loves will not get ill (stress on it: 70%) or they will recover (30%) sooner!
Emotional benefit:
By taking Immuneostimulant brand she feels relief in making the right choice for herself and her family!


The reason why

Because it strengthens immunity!

Description of the mechanism of immunostimulating action:
Echinacea purpurea acts on the immune system as a non-specific stimulant by strengthening the defence capacity of the body. Increases the number of leukocytes and activates their phagocytosis ability.
Tonality
- credible
- persuasive
What should be done
Develop a long-term creative idea that can be used for TV, press, OOH, and POS in the Baltic region and in CIS countries.
Creative's guidelines
Creative should follow the "thinking process in her head"! (To provoke high involvement of potential consumer)

The campaign slogan should incorporate Immuneostimulant brand essential message and functional benefit


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