Interesting YCN Briefs

Fedrigoni

The Creative Challenge

Choose from one of the ranges listed below, which form part of our imaginative selection of papers, to create a fully integrated marketing campaign. This may include direct mail, PR, Web, advertising, newsletters or events / promo launch. Your idea should show how you would promote the chosen range using various channels to reach our target audience.

Target Audience

Top fashion labels, boutique publishing houses, businesses with global reputations to protect and enhance. The people who use our paper are some of the most demanding customers you’ll meet anywhere. So it’s no surprise that they expect our paper to perform some very demanding tasks.

Creative Requirements

You are free to respond and create communication or content in any combination of mediums you wish. We are open to new ideas, as long as you can fully demonstrate how your work will promote a particular range across various channels, you’re well on your way!

Mandatories

Our only stipulation is that you showcase our fantastic range of papers. Remember that while we appreciate we are in a digital age, we are a paper manufacturer and wish to keep this medium alive! Fedrigoni will offer standard packs of samples relating to your chosen paper range, details of how to obtain samples can be found in the online project pack.

Green & Black’s

- name made up by Craig and Jo, our founders. Green is for the Organic principles that we have always stood for and Black for the rich, deep colour of the chocolate and its intense taste.

-What started with a bar of Dark, 70% cocoa chocolate, for which we are best known today, has now become a wide range of products including 15 flavours of bar, a gift range, ice cream, hot chocolate and cooking chocolate.

-Now we are at a stage where we want to bring the next generation of consumers into the brand to continue our growth, especially from other areas of our brand portfolio, not just our bars.

- The creative challenge is to recreate the buzz behind the Green & Black’s brand to encourage even more consumers to try us and fall in love with us.

We are not necessarily looking to create a tagline but to have an ‘infectious brand idea’ that is just as much about how the brand behaves as what it says. Not only should it come across in our marketing communications but also in the type of products that we would launch, the distribution channels we might use or the ways we operate as a business. Think for example of the Dove campaign for Real Beauty or the Cadbury Dairy Milk Glass and a Half Full Productions, these both have an infectious idea that extends beyond the marketing copy.

The brand idea needs to be discovered and drive word of mouth. In its first instance it may only connect to a small group but it needs to quickly roll out to engage a large audience.

While we want to broaden the appeal of Green & Black’s, it must maintain its premium nature and not dumb down. Let the people come to us.

We have a strong personality. This is what has made everyone sit up and take notice of what we’ve done so far. Be bold – Ask for forgiveness, not permission.

Target Consumer

• All adult lovers of chocolate, especially those buying other ‘premium brands’.
• Our products have broad age appeal for our brand but we feel that there is an opportunity to bring in a younger generation e.g. 25-35 year olds.
• Consumers who enjoy premium / quality products and value better quality food.
• Our consumers are environmentally friendly but it’s not their priority.

Marks & Spencer

Plan A Achievements

Plan A has helped us to innovate and start changing the way we do business.

Since 2007 we’ve:

• Cut carbon emissions from our operations by 80%.
• Improved store efficiency by 19%.
• Reduced amount of waste sent to landfill by 33%.
• Reduced weight of packaging on our Clothing and Home products by 36% and in Food by 20%.
• Used 400 million fewer carrier bags than in 2006 / 07.

The Creative Challenge

Despite very high awareness of Plan A and the achievements this has delivered, our customers recently told us that it felt like, “It is all about M&S talking about themselves, to us. We want to be involved, and we want helpful advice on how we can start to ‘do the right thing' in our own lives.”

Your challenge is to take Plan A’s corporate success and use it as a springboard to inspire consumers to follow in our footsteps.

We need an icon, logo or family of identity elements that can work and come to life in all of our consumer communication channels. This will be the shorthand through which our customers identify our Plan A products and services. We want this to be evocatively engaging in the way that the WWF panda logo is.

A campaign would run across all manner of channels; these would include:

• Advertising – TV, Press, Outdoor, Radio.
• Windows – Can we use them in an interactive way with customers in 530 stores across the UK?
• In Store – Where should we communicate? How should we communicate?
• M&S Magazine – We produce 6 issues a year with a 1m circulation and 4m readers.
• Online / CRM / PR / Social media – An approach for Plan A across all activity that is engaging, simple and makes common sense.
• Packaging and carrier bags – What could we do with our corporate media vehicles to communicate Plan A in an inspiring and engaging way?

You should choose one or more of these in which to bring your identity to life. How will you create clear and captivating engagement with M&S consumers?

Tuborg

The Creative Challenge

We want you to develop ideas that will build the awareness and understanding of the Tuborg brand amongst our core audience.

Using the creative theme of “Live Unleashed”, we want you to come up with ideas that break the mould and will grab people’s attention. It doesn’t matter whether it’s a creative advertising concept, limited edition packaging design, freshers’ fair stunts or point of purchase activation, we want to see them all!

Target Consumer

• 18-24 adults
• Fun loving
• Spontaneous
• Love socialising
• Love music

Live Unleashed Definition

Living Unleashed is about being open for new experiences and the spirit of adventure and most importantly, being open to fun.