Creative Brief - Kit Kat Valentine Campaign 2017
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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:
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Transcript of Creative Brief - Kit Kat Valentine Campaign 2017
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:
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