CREATIVE BRIEF

Brand: ACNACARE Year: 2009 Date: Apr 17, 2009 1. What is the purpose of this TVC/Print-ad? The anti acne market is estimated at U D 1!"" #c$ns%mer &a'%e(, 70) $* +hich t$pica' and ,r$+in, hea'thi'- at m$re than 12) ann%a''-. /%r tar,et market, c$mp$sed $* teens and -$%n, ad%'ts ha&e the pr$pensit- t$ take care $* their skin and '$$k *$r and tr- $ra' anti acne pr$d%cts that rea''- e**ecti&e , ,i&e *ast res%'ts and '$+ sides e**ects. Acc$rdin, t$ the c$ns%mer percepti$n: Acne preparati$n means t$pica' preparati$n0 tr$n, ass$ciati$n 1acia' +ash is ,$$d *$r treatment. 2$+ the- tr- t$ a&$id acne3 A&$id $i'- 4 spic- *$$ds0 a&$id *$$d +ith hi,h 'e&e' $* ,'%c$se5s%,ar5s+eet. Eat m$re &e,eta6'e 4 *r%it in +hich make their skin m$re hea'thier. D$ n$t kn$+ m%ch a6$%t the %nder'-in, ca%ses $* Acne 1r$m t+$ -ears 6ack since Acnacare 'a%nchin,, the c$ncept $* treatin, acne has 6een e7tended: n$t $n'- t$pica' 6%t a's$ $ra' +hich pr$d%ct +$rk *r$m inside. $, the percepti$n $* acne treatment 8 t$pica' has 6een m$di*ied N$rma''-, the anti acne pr$d%ct +ith price p$ints $* 20,0009 :!,000. 2$+e&er, Acnacare enter the market +ith price $* !0,000 &nd5 6$7 #;0 caps%'es( t$ c$mp'ete the *%'' d$sa,e $* t+$ m$nths. That means the price is ;00,000 &nd and the market a'read- accept this The p$p%'ar anti acne 6rand are Acnes, pan$7-, n$rmadem,<+hich 6een s%pp$rted 6hea&- A4= s%pp$rt. B%t a*ter t+$ -ears 'a%nchin,, Acnacare 6ec$me the 'eader in this se,ment in term $* &a'%e and >%antit Anti acne pr$d%cts is %s%a''- c$ns%med 6- a'' $* the teena,ers 6eca%se at the p%6ert-, teena,ers ,$t pr$6'em +ith the h$rm$ne chan,es +hich 'eads t$ e7cessi&e e7creti$n $* $i' *r$m the se6ace$%s #$i'( ,'ands $* skin that make their skin appear the acne. This ca%se '$ts $* inc$n&enience *$r them t$ e7press themse'&es *r$m $thers. The- *ee' 'ess c$n*ident, sh- t$ s$cia'i?e.. pr$d%cts. 1ema'e teena,e tends t$ care m$re a6$%t acne. Teena,e boys d$n@t +ant an-$ne t$ kn$+ that the- are %sin, anti9acne

Acnacare is the $ra' anti9 acne treatment +hich ha&e the %ni>%e in,redient: ?incs and $ther &itamins, are &er- ,$$d *$r red%cin, the se6%m that can he'p t$ red%ce acne e**ecti&e'-, a's$ ,et 6ene*it $* n$t 'ea&in, scar thank t$ the &itamins: E,C c$m6ined +ith ?inc

Acc$rdin, the sa'es *i,%re recent'-, acnacare is s'i,ht'- ,$in, d$+n d%e t$ the "AT Acti&ities +hich is m$st'- =R artic'e has 6een red%ced the e**ecti&e. $, this is the time *$r the ne+ creati&e materia's 'ike TBC, ne+ print9 ad t$ 6e aired t$ ,et the a+areness and a's$ de'i&er the %ni>%e pr$d%ct c$ncept t$ the tar,et a%dience Y4R is t$ de&e'$p a Creati&e materia': TBC, =rint9ad +hich is sh$+n the e'ement: e**ecti&e, n$t 'ea&e scar 6ehind, sa*e a's$ *%nn-, premi%m s$ that this can c$n&ince tar,et c$ns%mers t$ tr- the pr$d%ct and c$ntin%e s%in, t$ c$mp'ete the *%'' d$sa,e $* C 6$7es *$r t+$ m$nths
. Who is our tar!et "onsumer?

Teena,ers *r$m 1!91D a'+a-s tr- t$ 6e $%tstandin, in *r$nt $* $ther. The- care $ '$t a6$%t their appearance especia''- their skin 6%t n$rma''- at the p%6ert-, teena,ers ,$t pr$6'em +ith the h$rm$ne chan,es +hich 'eads t$ e7cessi&e e7creti$n $* $i' *r$m the se6ace$%s #$i'( ,'ands $* skin

that make their skin appear the acne. This ca%se '$ts $* inc$n&enience *$r them t$ e7press themse'&es *r$m $thers. The- *ee' 'ess c$n*ident, sh-.. $ the- need the res%'t E>%ick'-F and the main therape%tic t$ treat acne n$+ the- are %sin, is t$pica', *$am, 6%t n$rma''- the- *ai' +ith these treatment. The pr$d%ct n$+ the- need are e**ecti&e, ,i&e *ast res%'ts ha&e '$+ side e**ect =arents $* the a6$&e Teena,ers. C'ass A, B, C, D.
#. What do $e $ant our tar!et audien"e thin% $hen the& see this TVC?

For the new users: They knows the product concept of Acnacare that Acnacare is the unique product that have zinc in acne treatment effectively, and also get benefit of clear scar after acne treatment. For the current users: convince them to compete the full dosage two months For the teenagers don not have problem with acne: they suggest for their friends, have good impress of the product and will use when they have problem with their skin.
'. What is a sin!(e "ore )enefit of our )rand that $e $ant to "ommuni"ate to our tar!et audien"e?

Acnacare is the oral acne treatment which have the unique ingredient for teens: zincs and other vitamins, very good for reducing the sebum that can help to reduce acne effectively, also get benefit of not leaving scar thank to the vitamins: !," combined with zinc.
*. What are the reasons (eadin! to tar!et audien"es+ )e(ief in our "ommuni"ation?

"ontains A#" comple$. %t is a unique proprietary blend of natural nutrients which are useful in acne. A#" comple$ consist of safe and effective nutrients such as & 'ptizinc, vitamin ", natural vitamin !, (atural mi$ed carotenoids and chromium
,. What ne"essar& information need to pa& attention in the "reati-e de-e(opment? Ginc is the m$st imp$rtant. This sh$%'d 6e tr%st +$rthiness, sa*e, e**ecti&e *$r acne9 patients .. Tota( )ud!et is / 012*34 5. 2ead(ine/ 9 =rint ad: 10 H%ne 2009 $n p%6'ishin, 9 TBC: 01 H%'- 2009 $n air

ACNACARE POSITIONING Brand character Target consumer )* #rimary target: caring to teens +), ,-. who care about natural acne safe ,* /econdary target: To mother of teens

Competition 0irect competitiors 1 oral dosage forms:Tablets: 0o$yline, "lidamycine, vitamin A derivatives, 0iane 23, hiteen All. %ndirect competitors 1 Topical preparations: #harmaceutical preparation: over ,3 brands in the form of creams, facial foams, soap: acnes, 4iore, #ano$y,'$y3*)Consumer insight Point of different Reason to belie e Teens+sufferers. have high The only anti 1 acne "ontains A#" comple$. %t an$iety, shy to socialize. capsule which )--; from is a unique proprietary /ometimes, they feel less mineral and natural vitamin blend of natural nutrients confident, become irritated. ingredients which are useful in acne. They e$pect the product to The only who talking about A#" comple$ consist of be affective, give fast result the zinc in acne treatment. safe and effective nutrients 5 have low side effects. such as & 'ptizinc, vitamin (o product with 6igh percentage of consumer ", natural vitamin !, composition similar to don7t trust in acne product. (atural mi$ed carotenoids Acnacare and chromium Acne youngster take money from their parent 8others tend to play 9advisory: role in what to buy for their teenage children for treating acne.