5 most important words on the brief:
-Innovation
-Campaign
-In-store
-Social media
-Product
5 most important considerations:
-Target audience 25/35
-Media
-Product
-Campagne
-Social media
5 related products:
-Instant coffee
-Decafe
-Premium
-Flavoured
-Everyday Coffee
5 related places:
-Supermarkets
- Africa
-Southern Asia
-Central/Southern America
-Pacific Islands
Next we had to swap briefs with someone and answer the same questions:
5 most important words on the brief:
-Backpack
-Heritage
-Interactive
-Brand
-Urban
5 most important considerations:
-Cost
-personal opinions
-Media fees
-American heritage
-Target audience
5 related products:
-Northface
-
-
-
-
5 related places:
-America
-Skate park
-Newyork
-Leeds
-
The answers we wrote down for each others briefs were fairly similar apart form one or two in each category.
the differences were in the considerations section:
-has to be launched in store/social media
-must include logo/fonts
-experience for the user
-challenge the conventional ideas
-young and dynamic audience
This suggests that everyone that enters the competition will have a similar understanding. This means that I need to think about other considerations that may not be apparent.
In terms of the brief the key considerations are:
Who is the audience:
25-35
young
dynamic
The real audience are the judges
Who should the audience be:
20-50
people who prefer to drink it at home
active
educated
Who could the audience be:
Parents
Students
Working professionals
Class? Middle class
Could be an opportunity to redefine the audience and make it stand out
Why?
Because they have an active lifestyle and need to re-energize
What do they do?
Smoke
read books
get up early
work
Where do they go?
Wifi hotspots
Supermarkets
Coffe-shops
What do they buy?
Cakes
Biscuits
Cigarettes
chewing gum
What do they want to be?
full of energy
Switched on
To finish the lesson we had to fill in a concept statement
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