CREATIVE BRIEF

Client/Brand MacCoffee
Date [Date]
Project Name Café Phố Sua Da_2016
Author Ms Khanh
Brand essence Café Phố Sữa Đá – Let the fun begin.

WHAT IS THE PROBLEM WE ARE TRYING TO ADDRESS OR OPPORTUNITY WE WANT TO

CAPTURE USING DIGITAL?
What is the brand & the product? What is their business issue? Why do they need to communicate on digital?
What is the problem we are trying to address of opportunity we want to capture using digital?

MacCoffee with its sub-brand – Café Phố - is now becoming well-known in instant coffee market, especially in the
South and Central. The company’s ambition is to double the current share and become an important player in
instant coffee market within 2016.

WHAT ARE THE BUSINESS, COMMUNICATION AND DIGITAL OBJECTIVES OF THE

CAMPAIGNS?

The business objective is to re-new the image of Café Phố Sua Da with new thematic TVC and key visuals,
make the next step in building the Café Phố brand through the internet.

It should be under an umbrella with the thematic campaign, effectively amplify the wow effect of TVC series via
digital channels and aggressively build Café Phố Sua Da as top of mind of end users.

Ultimately, it should help driving sale and generating trial uses for Café Phố.

WHO ARE THE TARGET AUDIENCE & THEIR DIGITAL SHELVES THAT WE NEED TO
COMMUNICATE WITH

We are talking to the target users Female (Primary) & Male (Secondary), 25-45 yrs old, urban, white collar office
worker, have a job with steady income.
INSIGHT MINING
What is our TA insight?

Whenever we ask the locals what their weekend plans are, they nearly always say, “…nothing, I’ll just meet up
with some friends for coffee.” Everywhere we look we can’t help but notice people drinking coffee. Not grabbing a
cup on the go like a frantic Londoner, but sitting, savoring every sip and enjoying the life surrounding.

Yet the locals sit – tucked away in street-side cafes, some with outdoor terraces and others with plastic stools on
the street – drinking it and chatting with friends for hours.

Despite being sweetened with thick, sugary condensed milk, Vietnamese coffee is intensely strong. The locals
always drink their coffee served with ice. It’s called the “Ca Phe Sua Da”, meaning “ice milk coffee.”

Consumption habits:
 -

WHAT DO WE WANT THEM TO THINK AND DO AFTER THE CAMPAIGN?

What do we want them to respond to our campaign? What are the behaviours and actions we wish to create?
(share? Pass through? Register? Subscribe?)
We want them to be convinced that X provide high quality products with most innovative technology and
transparent origin. Professional after sales service and trustworthy source of information that support their
decision making. From there put X into their list of brands to check out at store before making final decision.

WHAT ARE WE TRYING TO PROMOTE ON DIGITAL?

A product? A website? A message? An attitude? A trend?
We want to have IMC campaign including: TVC, Digital, OOH, Consumer promotion. There’ll also be GT & MT
activation which could help communicate the campaign.

WHAT MAKES IT UNQUE/ BELIEVABLE?

The product Reason-to-believe, the channels insight that helps bring message to them and make them feel
relevant & believable.

CHANNEL AND TECHNOLOGY CONSIDERATION

What are the channels & technology that we need to pay attention to when developing ideas?

WHAT IS THE BRAND MESSAGE, TONALITY & MANDANTORY?

Brand communication message, tonality, guideline
 Functional: The taste closes to roasted and ground coffee milk the most compares to other instant
coffee milk products.
 Emotional: Just 1 sip of Café Phố may bring you as fun and excited as you are on the street.

WHAT ARE THE ‘ABOVE-THE-LINE’ ACTIVITIES THAT HAPPEN AT THE SAME TIME WITH
OUR DIGITAL CAMPAIGN? DO WE NEED TO CONNECT TO THOSE?
IMC campaign including: TVC, Digital, OOH, Consumer promotion. There’ll also be GT & MT activation which
could help communicate the campaign.

TRACKING AND REPORT

DELIVERABLES LIST, TIMING, BUDGET
Must have deliverable list
Campaign launch time
Budget (production/ media)
Launch date: From April – June 2016.

Budget: 150.000 – 200.000$

APPROVED BY
Creative Director: Account Director: