Notes to client_ycl2012
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This document provides instructions for a young creative competition in Belarus in 2012. It outlines a two-step process where teams must first create a new product or service and charitable cause combination, then produce a brief up to 2 pages in length outlining a communications strategy for launching the product. The brief should include details on the cause, target audiences, deliverables, timeline and budget. Teams will then present their idea in a maximum 8 slide PowerPoint presentation. The jury will evaluate the clarity of the brief and presentation, how well the charity fits the brand, and the realism of the proposed budget and timeline.
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Notes to client_ycl2012
- 1. YOUNG CREATIVE COMPETITION BELARUS 2012 Category: CLIENT Team # _____________ The Competition Step 1 – The Product • Create a new product/service relevant to your company’s business or an area of your business • All profits will be donated to a charity of your choice. This is the key USP’s of the product launch • Create a name for product/service • You will be expected to give details of your choice and how it fits with your brand and its main values Step 2 – The Brief • All teams must produce a maximum 2 page written brief • The brief is tasking the agency to create a communications strategy for the promotional launch of this newly created product/service The Brief should include but is not limited to: • Details of the cause and how it fits with your company and its values • Overview of the charity, its aims and how they align with the company’s aims • Target audience and how it relates to your main consumers • Guidelines for the creation of the name and logo The Brief should include but is not limited to: • Tone of voice • Deliverables — what is to be used to give the audience the message? What is the best way or place to reach this audience? • Timeline — how soon is this needed? When is it expected to be done? • Budget — what is a realistic budget that can be spent to achieve the objectives The Presentation • You may use a maximum of 8 slides in your presentation What are the jury looking for? • Clarity of the written brief • Clarity of what you are asking the ‘agency’ to create • How well you inspire the ‘agency’ to do their best work • Clarity of overall aim(s) for the new product/service launch • How well the chosen charity fits with the corporate brand image • Realism of set budget
- 2. FAQs • If both competitors are from different companies, you must choose one that the charity will be created for • Teams must not use an existing product/service. • Using a PowerPoint presentation with a maximum of 8 slides is a mandatory requirement • Your final Presentation and Brief must be saved as PDF files with names XX_brief.pdf XX_presentation.pdf where XX is team’s number Презентация и бриф должны быть записаны на CD (не DVD!) и предоставлены в офис агентства «Крынь» (ул. Комсомольская, 5а, тел. 220 29 68) 6 марта 2012 года до 19-00!!!