Creative Brief - Kit Kat Valentine Campaign 2017
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November 2016 Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth. Please if you have any questions or would like to request a presentation, feel free to contact me. email: wd.williamdo@gmail.com skype: do.william
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Creative Brief - Kit Kat Valentine Campaign 2017
- 1. Creative Brief Brand Idea (?) Deliver your love Problem (?) Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience. Audience (?) Gen Z. They are mostly students (high school/Universities), digital natives and content creators, fan of Korean culture, always online. They are into experiences that can be shared on Social Media - if it not shareable, it didn't happen! Yet, they are often shy when it comes to reveal what inside their heart. Task (?) Helping bring people closer and show their love to the world Stimulus (?) Kit Kat, Your First Aid Love Kit Response (?) Action speaks louder than words Kids would buy Valentine Kit Kat to have a chance to show/prove their love Channel Thinking (?) Empower kids to create online content that can have a real life impact Consider early free distribution of kit kat outside of schools to promote the campaign Valentine packaging content an unique QR code; once scanned user is granted access to a love messaging web platform Selected messages will printed and displayed in public (e.g. love tree, bus stops ad) Discoveries - Valentine 2017 will happen 2 weeks after Tet (li xi/red pockets) Required Materials Where in the world - Social Media visuals + campaign video script - Valentine packaging - Mobile app/Web platform concept - POS design Vietnam - Big cities Timing Budget Creative Mandatories Approvals Client: Nestlé Project: William Brand: Kit Kat Contact: Date: 25-10-2016 Job no: