Thursday, January 6, 2011 @ 10:22 AM
Meeting Minutes #13
General Meeting No.#13, 6th Jan 2011 - 4:30pm - 6:00pm
People Present: Cerlyn, Delia, Shahidah, Ashlyn, Leng Fei, Evelyn, Suzanna, Vencia, Nathan, Chessa, Yi Ling, Charmaine, Chunyong, Sher Ying, Cheryl
Marketing
Direct Mailer
1. Life sized cut out with you + a cut out
The message "All we need is you"
The idea is attention grabbing and it will be sent to the CDs.
2. A Brief direct mailer
Literally a brief, which also means a Creative Brief to be sent to the CDs.
It will be designed with colourful patterns and packaged specially.
Maybe a zocard teaching them how to make/fold their own brief?
A competition on the best brief?
TVC
3. A hint of 'provocative' visuals for a couple of seconds.
then a strapline will appear saying 'Birth 2011, coming soon'
Why? To protray a bold and daring approach and at the very least just to catch their attention, to let them know that Birth is coming.
Idea - 'Birth' is something that requires passion and love to create. We wanted to create a new designer self. Without that passion we wouldn't be able to feel so strongly about the products that we create.
4. "Worth the rush"
A tvc showing people rushing out of their house to go to the gradshow, being untidy and forgetful and rushing out, to show that Birth is worth the rush.
5. "You can't stop at one"
Showing viral videos but with the ad strapline to appear at the end of the video.
6. "Creative Brief" (In a ward)
Luabby music in the background.
Babies wearing a creative 'brief'
3D effect to the look of the 'brief'
7. "Creative Briefs" (HDB poles)
A panning direction taken from the HDB flats.
A side view shot with the briefs hanging from the bamboo poles.
Message saying "Birth 2011, coming soon" / "The birth of our designer self"
-The Creative Briefs
idea of Creative Brief is a tool/object that makes our designer self appear, like a pencil's importance to an illustrator. The illustrator can only fulfill his potential as an illustrator with the pencil. Creative Briefs is the starting point, the opportunity to showcase our creativity. So our "Creative Brief" isn't a paper of words, but rather a "Cheeky Brief"
Summary
The flow of the marketing campaign:
(3) > (7) > (2)/(1)
(will ned further improvement on how to link idea back to 1+1)
Comments given by Mr David:
The TVC depends on how we film and how the story continues. For the "Worth the rush" idea, it can be exaggerated by showing everyone rushing out just to see one lady clap. It will be more exciting if there is a twist to the story and since it's about humour, there is a need to exaggerate the story.
Creative
- Full body shoot
- The course colours + your colour
(Most likely complementary colours?)