Assignment 2 (Part 1): Creative Brief for OHH Campaign

Overview: A Creative Brief typically includes a section for outlining the campaign’s objectives. These objectives serve as a roadmap for the creative team, helping them understand the purpose and desired outcomes of the advertising or marketing campaign.

When creating objectives for an out-of-home (OOH) campaign, it’s important to consider the unique characteristics and goals associated with this medium. OOH campaigns are often focused on building brand awareness, driving foot traffic, and conveying simple, memorable messages due to their typically brief exposure.

Here’s how you can structure and define objectives for an OOH campaign in a creative brief:

Objective Statement: Begin with a clear, concise objective statement that outlines the primary goal of the OOH campaign.

ExampleObjective: To increase brand visibility and drive foot traffic to our new retail location.

Target Audience: Describe the primary and secondary target audience for the OOH campaign. Explain how achieving these objectives will positively impact the identified audience.

For example: Our target audience consists of urban commuters and shoppers. By enhancing brand recognition and driving more people to our retail location, we aim to capture the attention of passersby and convert them into customers. This will help us establish a strong presence among our audience.

Rationale: Provide a brief explanation of why these objectives were chosen and how they align with the overall business or marketing strategy, taking into account the nature of OOH advertising. For example:

The selected objectives are in line with our strategy to create a strong local presence and connect with our target audience where they work and shop. OOH advertising is a powerful tool for building brand recognition and influencing consumer behavior, making these objectives essential for our growth.

Incorporating these elements into your creative brief’s objectives section will guide the creative team in crafting an OOH campaign that aligns with the business goals, target audience, and the unique opportunities and constraints of the out-of-home advertising medium.

For the campaign, you can choose any client or subject except for alcohol, cigarettes, or vaping products or any products / clients that may have a negative effect on society.

Template for Creative Brief + User Persona (Please copy document to create your own version)

Due Monday 11/6

Submit the final link to Creative Brief Via Google Form

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