Task #4 - Creative Concept Development

Campaign Message/s

• Don't Gamble? Wanna Bet!?
• Don't poke'r without one!
• Nobody has a body to die for...

Images

• Condoms stacked as poker chips - couple out of focus in background - bedroom scene
• Skeleton body use
• Use of male & female cartoon condoms carrying the Four Seasons Logo
• Condoms with playing card symbols on them - spade, diamond, club & use heart as main focus

Task #3 - Creative Agency Reverse Brief

1. What are the client’s objectives for the job? Why are we advertising?

While facing rising numbers of Sexually Transmitted Diseases & unplanned pregnancies due to carelessness in “the moment”. We need to take responsibility in bringing levels of awareness up and getting the four seasons brand recognised through constant participation in awareness happenings - bringing a reassuring, caring and safe name to the product's brand.

2. Who are we talking to?

We are talking to

• teens, young adults & parents of
• homosexual, bi-sexual & straight couples
• those who have had or know they suffer from a STD but continue to conduct unsafe sex
• persons with several sexual partners
• persons frequenting the party / night club scene - who may be making foolish choices sleeping with those they've known for a matter of a few hours.

Letting all of them know that Four Seasons is a secure, protectant against the risks involved with unsafe sex. Four Seasons are committed to regularly testing and researching a means of securing this protection and furthering awareness.

3. What do they currently think about our sector/industry and our brand?

Although well known, the product is generic in terms of being just another brand of condom. A condom is a source of protection, so what makes Four Seasons better than the rest? I'll just buy what is cheapest at the time & tends to fit best.

4. What do we want them to think?

Four Seasons commit to understanding the needs in protection and commit to shared awareness & research & scientific research for quality and strength. Four Seasons are fun & provide range whilst reliability plays a major part too.

5. What do we want them to do?

We want people to conduct SAFE sex and to choose Four Seasons over other brands because they trust in the brand protecting them from unpredictable sexual health risks.

6. What is the single most important proposition?

(this is sometimes referred to as the UPS – Unique Selling Proposition)

Four Seasons care to commit for my / your protection.

7. Why should they believe it?

Four Seasons are continually involving themselves in public places, events & happenings. Taking the time to understand the public's wants, needs & opinions but also, constantly expressing awareness to do their best to assist in trying to put a stop to / decreasing the numbers of unwanted pregnancy (resulting in abortion or poor upbringing of an innocent child), STDs, HIV/AIDS & related deaths. Four Seasons care for the sake of the public's sexually related health.

8. What is the offer?

• Security
• Enjoyment & Pleasure with minimal worry

9. How should we speak to them?

In a stern but friendly, understanding, caring & supportive manner

Images need to be able to be understood universally & give protective vibe, regardless of age, sex or religion

10. Mandatories

• Free testing - allow people of all backgrounds etc. to get tested to free
• Free samples & how to's - to see what Four Seasons provide & how to use their product as encouragement in use of protective devices
• Web address - to gain further awareness & information

11. Creative guidelines

12. Requirements

13. Timings

14. Background / More details

Task #2 - Writing an advertising breif

FOUR SEASONS CONDOMS & SAFE SEX

THE PURPOSE:

The purpose behind this breif is to promote the use of condoms to prevent unwanted pregnancy and sexually transmitted diseases.

THE PRODUCT:

Four Seasons condoms are looking to increase awareness to their product & promote "Safer sex"

BACKGROUND:

Condoms are the most popular methods of contrception in the world. Dating back 400 years condoms were made from lamb intestine, oiled silk paper, tortoise shell or animal horns. Nowa days condoms are generally made from latex though also available in synthetic materials such as polyurethane & lamb intestine is also still available. Theyre in expensive and effective. The purpose behind condoms are to stop any sort of sexual discharge being passed through sexual partners reducing risk of pregnancy, infection & sexually transmitted diseases such as HIV AIDS, Genital Warts, Syphilis & Chlamydia.

CAMPAIGN / ADVERTISING OBJECTIVES:

Primary objective

• To increase awareness of risks involved with unprotected sex

Secondary objective

• To generate sales of their product over other brands

TARGET AUDIENCE

Primary Target Audience

• Early Teens 13 - 17/ Young Adults 18 - 27
• Those who fequent the party scene & may have many sexual partners on the go

Secondary Target Audience

• Mature aged 28 - onwards

(Parents & grandparents of teens helping send the message across)

KEY MESSAGES

• Safer sex is essential
• Be health wise

TONE OF MESSAGE

• Friendly reminder
• Helpful safety
• Stern prevention

CALL TO ACTION

• Think twice before taking that risk

MEDIA TO BE USED

• Posters for the backs of toilet doors, sexual health clinics & youth centres
• Magazines (eg. Cleo, Mens Health, Womens Health, Dolly)
• Drink coasters & electronic advertising banners in night clubs
• Advertising banners on websites frequented by the Target Audience
• Pamphlets giving information of how to use a condom accompanying a sample

EXAMPLE

Instore offers

• Buy Four Seasons condoms & recieve 5 condoms free in each packet
• Buy Four Seasons condoms & go in the running to win...

GEOGRAPHICAL AREA WHERE ADVERTISEMENTS WOULD APPEAR:

• Nationwide (Magazines & posters)
• Major cities (Night club related material)
• Possibly World wide (Internet links)

BUDGET

Production Budget: $60,000

Media Budget: $440,000

BACKGROUND - http://en.wikipedia.org/wiki/Condom#Before_the_19th_century

HOW TO IMAGES - http://fourseasonscondoms.com.au/howto.php