Re-Written Brief
Brief Title
YCN Collaborative Brief
Brief
Building anticipation and reputation about Peacocks. Concentrating on: advertising campaign, and creating a buzz about the brand - low cost, fashionable style.
Background / Considerations
Peacocks has already had a rebrand - but this still hasn't worked
Stores are closing - has been bought out of liquidation
Leading value fashion retailer
Audience 18-25 year old women
Mandatory Requirements
Can we change logo?
Don't exclude the existing customer
Deliverables
5 X A2 Presentation Boards
Advertising Campaign
Concept
Interim Deadlines
27/03/12 10am
Submission Deadline
25/05/12 1pm
Rationale / Concept Statement
Brief Title
YCN Collaborative Brief
What is the problem?
1. Reputation is low or unknown / no fashion credentials
2. Unsure of target audience
3. Stores in a secondary location
4. Need bringing into modern day society
5. No market presence despite no of stores
We intend to... (inform/instruct/persuade/direct/educate/promote to)
persuade our selected audience to visit, shop and spend some money
A group of... (identify your specific audience or context)
18-25 year old women, with a low budget but want to be fashionable
That... (state your message, idea or concept)
that peacocks is fashionable, interesting, good value for money and worth a visit
In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)
advertising - posters / bill board / magazines / hand outs
packaging - labels / environmentally friendly bags / receipts
digital - potentially 4 stings to create a buzz
This will be produced using... (at least two print processes you intend to use)
screen printing, digital printing, litho printing, digital, finished processes (inc. laser cutting)
