One Day Brief.

October 6th, 2011

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Advertising & Branding

Research methods:

Questionnaire – Pressure from mothers more than girlfriends.

Brainstorming – Why men don’t want to go to the doctor

‘Desk Research’ – Research through existing media – lance armstrong

race for life/rachel stevens ad

Problem is:

Men not going for regular health checkups.

Proposal:

Targeting Women to encourage men aged 14 – 45, to go visit the doctor for regular check ups.  We’re approaching this in a humorous way in order to appeal to men more.  Steering clear of the fear factor.

Why humour will work:

- Men won’t do anything if they’re nagged

- More lighthearted approach

- Less intimidating

- Something easy to discuss if a common joke is shared

- Social media could carry the campaign, appeals to younger generation aswell.

Target market:

Women in relationships, in different generations

To narrow it down:

Came up with sketches of proposed ideas, then took a vote between the group to decide on an overall winner using sticky stars & pens.  A choice of 2 were then decided & we split the group in half as we were split on what idea was the best choice.

As a smaller group we bounced ideas off one another in terms of taglines and imagery, coming up with preliminary sketches & then eventually joining forces with the other half of our team and deciding on a final idea to then pursue into the last stages of this process.  As a team we both pitched our ideas to each other and came to a conclusion to combine both our ideas into one ad campaign.  Half of our team came up with a plan for ‘trapping’ your man, whereas the other half followed the ‘superhero’ idea of ‘saving your superhero’, reversing the roles of women as damsels in distress and men as superheroes, all the meanwhile keeping the appeal to women in mind.  We selected one team member to draw out the storyboard, another to design the poster campaign and the rest of us contributed all of our ideas towards it.

We believe the strapline “The doctor doesn’t know your superhero’s weakness but you do” worked best with the message we were trying to put forth.  The visuals resembled a ‘comic book’ style with a lighthearted approach, this will be carried through the tv advertisements as well as print media.

Media:

TV/Print