Task 3 - Creative Agency Reverse Brief

1. What are the client’s objectives for the job? Why are we advertising?

Green Fairy Absinthe is among the most popular selling alcoholic beverages throughout Australia. While its reputation has been built around its preceding advertising campaigns, it has recently hit a low in sales. This is due to the increase of similar products which are cheaper, but also considered lesser in value.

To combat this and help raise Green Fairy’s sales once again, we need to create a vibrant, new campaign. The campaign needs to remind consumers of why they once bought Green Fairy Absinthe, why they should continue to do so, and to also embark in enticing new consumers into buying this brand over the competitors. It should show consumers just how remarkable the drink is - its flavour, its history, its appearance and its ingredients all contribute to this.

2. Who are we talking to?

We are talking to thousands of Green Fairy’s current consumers, as well as thousands of new prospective consumers and those who we hope can be persuaded into switching to our brand.

Current customers who buy Green Fairy’s products are considered to do so due to its notable
taste. Also because they are able to trust in the fact they are spending their money on a reliable product.

3. What do they currently think about our sector/industry and our brand?

Green Fairy Absinthe is well-regarded and highly recommended brand. However as more and more
sellers introduce their own range of absinthe, consumers are persuaded into buying them due to the lower prices. Buyers may appear to forget about the real taste of absinthe, that is a result of Green Fairy. Conversely no matter how many other copies of absinthe there are in market, the real truth is Green Fairy’s product continues to stand out above the rest.

4. What do we want them to think?

Green Fairy values its consumers greatly, and only desires to create the very best for them. They know they are able to trust that they are spending their money on quality products.

5. What do we want them to do?

Visit Green Fairy’s website for any information or inquiries, and visit their local supermarket to purchase our product.

6. What is the single most important proposition?

Green Fairy, to mesmerize and fill your senses with harmony and delight.

7. Why should they believe it?

Green Fairy Absinthe is the best money can buy, we understand quality and great taste. We are dependable for low affordable prices.

8. What is the offer?

The offer for the brand campaign is simple – we offer quality.

9. How should we speak to them?

• The brand and tone is warm and enchanting, with a hint of spirituality
• The imagery used must have the power to draw the viewers in and enthral them, making them want to feel that mystical sense

10. Mandatories

• Green Fairy logo
• Web address

11. Creative guidelines

Imagery

• Images of people indulging in the product, appearing carefree, calm, at ease and happy
• Main person is somewhat concealed, long dark hair, tall frame, has a mystical sense

Headlines or thoughts

• Those who purchase Green Fairy are getting value for their money
• You can always rely on Green Fairy for low prices
• Green Fairy provides its consumers with an exceptional taste they’ll take pleasure in each time they drink it


12. Requirements

• Posters
• Brochures
• Full copies, colour finished, ability to immediately draw people in

Task 2 - Advertising Brief

Advertising brief - Green Fairy Absinthe

The Purpose

The purpose of this brief is to develop an advertising campaign to endorse the alcoholic beverage “Green Fairy Absinthe”.

The Product

Green Fairy aspires to launch an effervescent new campaign in order to increase sales of Absinthe.

Background

Green Fairy Absinthe is the modern version of the European drink first established at The Green Tree distillery in the Czech Republic region in 1518. Before it was known as Absinthe, the drink was originally founded to act as a magical brew. The herbal blend was believed to reduce stress and restore high spirits.

At present, the drink is still originally developed in the Czech Republic, and imported all over the world. The alcoholic volume may have been altered, though its flavours still include those of the much older recipe including Star Anise, Juniper and Coriander.

Today the drink is generally mixed with soda or juice as a cocktail, consumed on its own, or notably with caramelised sugar.

Campaign/Advertising Objectives

The primary objectives for the Green Fairy campaign are as follows:

- To reinforce and promote the drink’s appearance
- To generate Green Fairy’s sales

Target Audience

The target audience for the Green Fairy’s campaign is to young adults through to mature aged adults in the age range of 18-30.

Key Messages

- I should buy Green Fairy Absinthe because it is flavoursome and stimulating
- Green Fairy Absinthe is an exciting and unusual taste to the typical alcoholic selections
- Green Fairy Absinth will return to me my high spirits, reduce my stress levels and provide me with a deliciously abundant taste

Call to Action

- Buy Green Fairy Absinthe
- Suggest Green Fairy Absinthe to friends
- Visit Green Fairy’s website to find out more about the product’s history and different ways of drinking it

Tone of Message

Green Fairy’s product is designed to make people feel good and provide them with a pleasing beverage they will continue to buy. Consequently the tone of message that could be used is:

- Warm, friendly, fun, pleasurable

Media to be Used

- Transit – buses and trains
- Websites – on those that would be commonly visited by the target audience
- Print – newspaper and magazine ads

Geographical Areas

The campaign will be promoted in stores selling alcohol throughout major cities (e.g. Canberra, Melbourne, Sydney, Brisbane), and also within nationwide magazines and newspapers

Budget

The budget for the campaign will be as follows:

- Production – $100,000
- Media – $400,000

Agency Response Requirements

- An understanding of the brief
- Their proposed advertising strategy (ideas)
- Advertising material (concepts and storyboard)
- Recommended timetable
- Proposed costing (which can be confirmed once we know media costs)

Task 1: Advertising Campaign Analysis

1. Example 1 - Dark Side of Tanning

Explain how you think the 'creative' in the print campaign links to the TV commercial -

The print campaign exhibits a woman's bare back with text over the top. The woman's skin is tanned and she is clearly laying in the sun, presumably to continue her tan. The first set of text placed on top of the image reads "skin cells in trauma" while the second text reads "there's nothing healthy about a tan". Both the image of the woman and the text are displayed in the TV commercial, which obviously connects them together.

Explain how effective you think the TV ad and the print ad communicate their intended message -

I think the commercial is more effective because it displays actual skin cells being damaged, which will be implanted in people's minds due to the explicit nature. The text both written and verbally spoken evidently state what the campaign is trying get across to the viewers, basically giving them the unquestionable truth. The print ad also has five smaller images, which show ways of protecting your skin in the sun.

Who is the campaign targeting? Why do you think that?

The campaign is targeting everone who goes outside beneath the sun. This is because everyone will most certainly be in the sun almost everyday, which puts them at risk of skin cancer.

Do you think it is an effective advertising campaign?

Yes I do. It is trying to show the raw truth behind tanning and the risks that can occur. It hopefully has a way of frightening people into protecting their skin when in the sun. (Sunburn hurts!!)

Offer alternative ways the photographer or creative director could have put over the same message -

The creative director could have gone the more explicit way in the print ad and simply have images of the damaged skin cells as used in the commerical.

Print Ad: http://www.darksideoftanning.com.au/pdf/Poster-_SkinCellsinTrauma_Girl.PDF
Commercial: http://www.darksideoftanning.com.au/campaign/tvc.aspx

2. Example 2 - Dove Go Fresh

Explain how you think the 'creative' in the print campaign links to the TV commerical -

The print ad displays the woman from the commercial, she appears to be invigorated from using the product, water is splashing over her face. In the commercial the same woman is shown using the Dove product, with her face evidently demonstrating how much she likes the product and how good it makes her feel, as in the print ad. As well, both ads display the fruits in which have been used in the body washes.

Explain how effective you think the TV ad and the print ad communicate their intended message -

Both ads have used the same woman and the same ideas to get their message across, which are the uses of water which lead us to assume the woman is taking a shower and feeling fresh, the facial expressions to show the happiness and contentment from using the product and also the images of the fruit which are again leading the fresh factor and are also the scents of the body washes.

Who is the campaign targeting? Why do you think that?

The campaign is targeting teenage girls and women. This is because of the want to feel relaxed and clean, and also have that appealing. Also the product is generally a female product, due to the scents and images in the ads.

Do you think it is an effective advertising campaign?

Yes, because it shows how clean and fresh you will feel after using the product. It uses bright eye catching imagery and has a range of scents to tempt more than just one type of user.

Offer alternative ways the photographer or creative director could have put over the same message -

To put over the same message they could have shown more ideas of the feeling of being fresh and clean, however I think the ad clearly puts its message across and is overall a successful product.

Commercial: http://www.youtube.com/watch?v=3CKQm6I9fek