Client: Australia Post
Product: Paid Postage
Media: Anything
Target audience: Anyone who communicates with their friends & family via email or social media
The Problem: People aren’t sending letters to each other anymore. They send everything from personal letters to wedding invitations electronically. How can we encourage more people to communicate with friends and family with letters or cards instead of email or social media?
Client: Olympus
Product: Olympus PEN E-P3
Media: Poster
Target audience: Anyone who likes to take photographs.
Single-minded proposition: Helps you take better pictures.
Client: Sony
Product: 20 gig USB stick
Media: Poster
Target audience: Anyone who uses a computer.
Single-minded proposition: Now you can carry more data.
Client: Google
Product: Google +
Media: Radio (30 seconds)
Target audience: Australians in their 20s & 30s who like to share their news, pics & ideas online.
Single-minded proposition: Share the right information with the right people.
Client: FOXTEL
Product: Parental lock
Media: Print (Foxtel’s monthly subscriber magazine)
Target audience: Parents with FOXTEL
Single-minded proposition: Make sure your kids aren’t watching programs that they shouldn’t.
Client: SKINS
Product: The SKINS range of compression sportswear
Media: 1 x 30-second TV ad
Target audience: Adults aged 18-45 who take their sport seriously.
Single-minded proposition: The only sportswear that actually helps you perform better.
Client: Sydney Ferries
Product: Free wifi
Media: Print campaign (ie 3 ads)
Target audience: All commuters who travel on Sydney Ferries.
Single-minded proposition: Free wifi is now available on every Sydney Ferry.
Client: The North Face
Product: North Face clothing
Media/deliverables: An online idea that reaches and engages.
Target audience: 22-55 year olds
Single-minded proposition: Explore more of the world with North Face gear.
Client: Dyson
Product: Dyson Vacuum cleaners
Media: Outdoor/ambient
Target audience: Anyone who uses a vacuum cleaner.
Single-minded proposition: Difficult places are easier to clean with a Dyson.
Client: Goodbooks international
Product: Goodbooks
Media: (At least) 3 different mediums of your choosing
Target audience: Anyone who reads books.
Single-minded proposition: Every book you buy from Goodbooks helps Oxfam help others.
Client: You decide
Product: You decide
Media: You decide
Target audience: You decide
Single-minded proposition: You decide
So I wrote this brief:
Client: Sorbent
Product: Sorbent Hypo-Allergenic tissues
Media: Print
Target audience: Adults aged 18 or over
Single-minded proposition: Sorbent Hypo-Allergenic tissues takes the mess out of sex.
Background/proof of proposition: It’s rarely discussed but one of the main uses for tissues is to clean up after sex. Sorbent Hypo-Allergenic tissues are dermatologically tested for sensitive skin. They are free of any additives – no inks, no dyes, no perfumes. They are also extra soft and thick, and are 50% larger than standard tissues – ideal for more than blowing your nose.
