Procedures

Group Creativity Exercise Instructions (for participants)

SETTING
You and your team members are advertising executives at a large advertising agency.
You’ve met in one of your offices today to create a 30-second video commercial for
Scoot Airlines. Campbell Wilson, the CEO of Scoot Airlines, will be meeting all day in
the office of your firm’s president, William Tan. He is waiting to watch an advertisement
of your commercial. Mr. Wilson and Mr. Tan had scheduled a meeting for today to
discuss the possibility of Scoot firing its present advertising agency. Your firm has been
trying to capture the Scoot account for some time. Suddenly, in the middle of the
meeting, Mr. Wilson pronounced, “Well, if your company is that good, let’s see what
your hot-shot ad execs can come up with on the fly!”. Mr. Tan responded by calling your
team.

GUIDELINES
Mr. Kelleher has asked your team to construct a 30-second video commercial for Scoot
Airlines. He has given you the following guidelines:
 the commercial should stress Scoot’s low cost
 the commercial should stress Scoot’s friendly atmosphere
 the commercial should be congruent with Scoot’s mission statement
 the commercial should be humorous
 the commercial should contain at least one music track

RESOURCES
In your haste to begin designing the commercial, your departmental assistant prepared an
office and a breakout room for you. In the office are the following resources:
 pieces of music from this YouTube playlist: https://www.youtube.com/watch?
v=L1Et2cdYaA4&list=PLHWlGHjQmknIgM0YNGF6wgFs1m6LF6VND&index=1
 paper and pencils
 general information about Scoot

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Procedures

Mr. Tan has given you a fixed $80,000 budget for the commercial. The costs of resources
you may use in the commercial are:
 music track $20,000 each
 studio time $30,000 for the commercial
 actors $10,000 per actor

OUTPUT
You have up to 60 minutes for the entire process. Five minutes prior to the end time the
technician will re-enter the room to video your ad. If you are done earlier than this, please
continue to think about the task as you are not allowed to finish early. The technician’s
office is posted on the message board.

Due to time constraints, your team will have to record the commercial in one “take”.
When you are done, the advertisement will be given to Mr. Wilson to review.

During the team task, you will be asked to answer a brief questionnaire every 20 minutes.

Capturing the Scoot account would be a huge benefit to your firm. Success depends on
your team’s productivity. Good luck!!