Live Brief Competition- YCN Awards

We've been given time over Christmas to look through some live briefs shown on two competition sites, selecting a couple to present to the class.
Here are the couple that personally I was interested in. I have copied and pasted the Brief so I can annotate my thoughts on it so far.

Feel Good Drinks
Spread positivity, and put Feel Good onto the radar of young women.

Background

• Nichols plc has recently purchased the Feel Good brand. 
• Launched in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults sold in over 20,000 outlets across 15 different countries.
• The brand ethos is all about Feeling Good — 100% Natural ingredients with no added nasties, giving 1 of your 5 a day with no added sugar. No added anything!
• Feel Good has been marketed in the past but only had Facebook activity since summer 2014.
• We want you to show us how we can spread the word about Feel Good and get more people feeling good.

Looking into the background of Feel Good, you can see they are a reasonably new company, so able to be flexible with their advertising campaign. I think to successfully provide further insight into the current market that the drinks are involved in, I should look at some existing health drinks for Market Research, and see what they have approached in their advertising campaigns.

The Challenge

• We want you to re-engage 18-35 year old females with the Feel Good brand, and are very open minded as to how you go about doing it.­
• We want you to spread Feel Goodness, driving awareness and inspiring people to engage with the brand and buy the product.
• We want to remind and reassure the target audience that Feel Good is relevant for them, that it’s simple and honest and that it delivers against their needs of wanting healthier cleaner drinks.
• This is a deliberately very open brief, and you are free to demonstrate your creative thinking in any medium or combination of media you see fit.
• We are open to ideas for new campaigns such as press adds, PR, Packaging, social media, sampling, on-pack promotions, in-store engagement; concepts for grabbing people on the streets or fresh thoughts for how our bottles and packs look.
• We want you to think about the moments, formats and contexts in which we can most successfully engage with our target audience.
• How can we spread positivity and connect with this audience in fresh and memorable ways?

I like the fact that it is an age range I can familiarise with, and I know that in order to find research to get more information on what actually appeals to 18-35year olds a survey would be an effective idea to include.

Range of refreshing good, honest, great tasting drinks:
• 750ml Sparkling fruit juice
• 275ml Still & Sparkling Fruit Juice
• 400ml Still Fruit Juice Drink

Available in Tesco, Asda, Sainsburys, Spar and cafes, parks, deli’s and restaurants across the country.

Target Audience
18-35 yr old millennials.

• United by attitude rather than age, sex, money or geography
• Healthy but not obsessive eg. they go to the gym but they will enjoy that slice of cake
• Want quality at a fair price
• Lead busy lives and use technology to save time and communicate
• Sociable, Ambitious, Adventurous
• Must talk regularly to them, they care and can help
• Marketing savvy..... keep it real!
• They are socially conscious
• Work hard – play hard ethos
• When would they drink FG? At lunch in 275ml or 400ml format and then in the evening with their meal instead of alcohol (750ml larger bottle poured into glass)

What does our consumer think?
"I do not want to compromise. I want tasty healthy, natural drinks that have no added sugar that make me feel good."
I’m making a positive choice without compromise.

What do they Think/Feel/Do now?

• They may have some recognition of the FG brand but no top of mind awareness and they are not aware of the brands relevance for them.
• They are cynical about what is in drinks. Unsure about what has extra sugars in following sensational journalism on proposed healthy options having addition sugar added.
• They balance between calorie intake (diet cokes fanatics) and looking for clean labels and healthier products.

Core Communication

• 100% Natural 
• FG doesn’t compromise. Never any added sugar, (1 of your 5 a Day), 100% Natural Ingredients. No artificial colours, flavours, preservatives – so you can feel good every day.
• Brand Positioning and Tone of Voice
• Honest. Big Fruit. Fun Fruity. Upbeat. Modern. Not worthy. Not Preachy. Good Honest Fun.

Market Context

• The soft drinks category is highly competitive and heavily promoted. The areas in growth are healthier ones such as water and flavoured water.
• There’s currently a backlash on sugar in the category and products that claim to be healthy but really have additional sugars added in. Feel Good has no sugar added except the naturally occurring sugar in the fruit.
• Tesco have recently removed high sugar drinks from kids category.

Gap
Create a social media campaign which educates 25-35 year olds about the benefits of Gap denim.

Who We Are

• Founded in 1969, Gap is an iconic brand deeply rooted in its rich denim heritage. Our founders Doris and Don Fisher opened the first Gap store on Ocean Avenue in San Francisco for one simple reason. Don couldn’t find a pair of jeans that fit. They never expected to transform retail but they did. 
• American optimism is our attitude. Casual, elevated style is our aesthetic. We believe that style comes from the individual - So you can wear Gap the way you want to.
• Our roots epitomise American culture and denim-loving music muses. We believe in the beauty and power of evolution, staying true to our core while creating for what is next. We like to think of ourselves as the ‘denim experts’, continually evolving our styles, fits, technology and fabrications to offer our customers only the best. 

Our Customers

• Gap customers are true individuals who want to take inspiration from the world all around them to continually evolve their own confident, effortless style. They want to trust that Gap will provide the best style essentials, designed with care, along with on-brand products that delight and surprise. 
• Gap customers want to connect to a confident point of view, drawing them in to a bigger bolder world that unleashes new possibilities. The Gap customer want to be part of an inclusive and boundary-less world that takes inspiration from authentic and diverse ideas, cultures and beliefs.

Your Creative Challenge 

Your challenge is to create a social media campaign, which educates 25-35 year olds about the benefits of Gap denim.

• There are four aspects to the Gap denim collection which make it great. Fabric and technology evolution, our commitment to social responsibility, a variety of on-trend fits and washes and our rich denim heritage.
• Think about how you would visually communicate to the consumer that for these reasons, Gap is the ultimate denim destination. 
• Your campaign should be communicated through eye catching visual content which could be utilised across all Gap social media platforms, speaking directly to our customer. The campaign will launch in September 2016, our favourite time of year to celebrate Gap denim. 

Inspiration

• Immerse yourself in the world of Gap. Look at our social media platforms, visit our stores and research our history online. We encourage you study our denim offer and speak to our store associates – they would love to brainstorm with you. Take note of our tone of voice online and in-stores, we are reinventing how we speak to our customers and we want you to be on board. 

Considerations, mandatories & deliverables

While you are being challenged to bring your campaign to life via social media, there are some important points to consider:
• The social marketing campaign must feature your own photography, graphics, illustrations, animations or short form videos.
• Must use the Gap logo – cannot be changed or altered.
• Your campaign language should adopt and inject the Gap tone of voice.
• Only 20% or less of the graphic can contain text (including logos and slogans) – This is a Facebook rule, not ours! Facebook recommend reviewing their 20% text policy and/or checking your graphics with the grid tool.
Deliverables & Additional Information

In the accompanying Project Pack at the YCN website you will find:
• Gap logo guidelines
• Gap history
For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.
Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.