PiuPrezzi is a brand belonging to the Milan Chambers of Commerce. The portal offers access by yearly subscription to the prices of the main raw materials such as metals, paper, chemical, food and energy products, in addition to all construction prices(labour, rentals, materials and finished work). With main targets including medium sized enterprises and construction sector professionals, PiuPrezzi is the key point of the Milan Chambers of Commerce transparency and market regulation strategy, essential conditions for the development of a free and efficient market.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
Creators are asked to design a promotional video for piuprezzi.it, with the aim of:
- presenting the piuprezzi.it site and the services offered in a simple, original and innovative way
- general word-of-mouth promotion among users
- improving the site's position on search engines
The video must last approximately 1 minute and must explain what piuprezzi.it is and how it works, setting out the site's main functions. The video may be enriched with images, music and possibly words.
The video must communicate the following key concepts to the target:
- the reliability of the information, which comes from a guaranteed source, the Milan Chambers of Commerce
- the frequency of updates, often every week
- the guarantee that the information comes from the direct protagonists of the production chain
- the wide range of extra functions available on the portal, making it technologically advanced
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
The reference targets are enterprises and professionals, and in general all those that come into contact with the brand even from different entry points than the institutional site: Twitter, Facebook, YouTube, etc.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
The video must convince the target that the prices reported by the Chambers of Commerce are an advanced tool for improving the efficiency of their own business.
The video must be capable of presenting piuprezzi.it in a more direct and more convincing manner than any other commercial communication could.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Choosing piuprezzi.it means trusting in the reliability of the Milan Chambers of Commerce and in the guarantee that the prices are reported by experts that are direct protagonists in the production chain, people who work in the field and experience the same problems as our targets.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
The video must have 3 characteristics:
- Institutional, because it presents a brand of the Chambers of Commerce, an institution with its own history and philosophy
- Human, because it must be a no-frills communication to the target - simple, yet effective and innovative
- Involving, because it must attract the user's interest, stimulating their curiosity to find out more about the service and possibly to make a subscription in the future
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The promotional vide will be uploaded to the institutional home page and published on the main social networks, as well as being used in targeted email marketing campaigns or via Google AdWords.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
The structure of the following video:
could be used as an example. An introduction, a central part setting out the service and a conclusion.
N.B.: Creators are not required to take inspiration from film clips
N.B.: the images chosen must exclusively be royalty free licences
Creators may consult all of the functions or download screenshots from the piuprezzi site, accessing as registered users via the login box in the top right hand corner of the site. User: bootb. Pswd: bootb
Some of the distinguishing elements of piuprezzi.it could be used as part of the video.
- Piuprezzi is the price portal of the Milan Chambers of Commerce.
- It contains the prices of all raw materials (paper, metals, plastic, food, energy) and construction work.
- The prices are reported by experts that are protagonists in the production chain.
- Concept of Reliability and Completeness of Information
- Concept of update frequency, often weekly.
Piuprezzi is the right portal for a successful business because:
- Wholesale Prices
- Purchase at the right market price
- Know your competition before you sell
- Check market performance and trends
- Construction Work Prices
- Keep an eye on the entire construction market
- Rely on a guaranteed source to Design, Construct and Renovate
- Main functions
- Set up a personalised basket of products
- Archived price lists from 2002 to today
- Downloads available in all formats for offline processing
- Integration with all the main social networks
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !