creative brief for rimmel london
DESCRIPTION
Creative Brief written for an advertising class, as if my client was Rimmel LondonTRANSCRIPT
LONDON
CREATIVE BRIEF 2010
PROJECT
“Anup‐closeandpersonalprintadvertisingcampaignshowcasingRimmelastheleaderforin‐style,innovativecosmeticproducts”
ClientInformation:Mr.BerndBeetz,ChiefExecutiveOfficer
CotyLtd,StGeorge’sHouse,5StGeorge’sRoad,Wimbledon,London,SW194DR,UK
CotyInc.Headquarters,TwoParkAvenue,NewYork,NY,10016 Telephone:212.479.4300
Fax:212.479.43
PreparedbyNicoleSophiaSullenger[[email protected]]
BACKGROUND/OVERVIEW
Rimmelhasmaintainedpopularitysince itsfounding in1824andisstill internationally
known as a leader and innovator in cosmetic products. Pioneers of the company
travelledtheworldinsearchofexoticingredientsandnewideaswhenthelinebeganas
The House of Rimmel. After being passed to different owners before and after the
SecondWorldWar,Cody, Inc.boughtRimmel in1996.CustomersknowRimmelasan
inexpensive,edgycosmeticlinewherethequalityhasanexpensive,high‐classlookand
theversatilitywelcomesexperimentationwithpersonalstyle. Thoughtherehasbeen
steady growth throughout this company’s lifetime, it has not yet been a strong
competitor in the U.S. against brands such as Maybelline and CoverGirl. Rimmel’s
headquarters isbased inLondon,where it isBritain’sbest‐sellingcosmeticbrand,and
that is a key point of this campaign. This advertisement campaign will reach out to
femalesofall ages,but focuson those fromages sixteen to thirty‐five, re‐introducing
theideathatwithRimmel,you’realwaysreadyforanightoutonthetowninLondon.
OBJECTIVE
Aprintadvertisingcampaignthatwillappealtowomenwhowanttoexpress
themselvesthroughqualitycosmeticsbylookingclassy,beingboldandbeatingthe
trends.
TARGET AUDIENCE
Thisprintadvertisingcampaigntargetswomenages16to35.Specificallythecampaign
should attract women who are social, enjoy partying and are familiar with big town
nightlife. The advertisements aremeant to grab the attention of consumerswho are
interestedincurrent,classy,London‐basedanduniqueproducts,butarenotinterested
in spendingmoneyon high‐end, overpriced items. The consumers targeted are those
whoareinterestedincosmeticsandqualityproducts,butstillunderstandthatqualityis
notdefinedbythepriceonanitem,butinsteadtheywaytheyusetheitemtoshowcase
whotheyare.Thecampaignshouldattractedbothwomenwhoareandaren’tsatisfied
withtheircurrentcosmeticproductsinordertoshrinkthegapbetweenRimmelandthe
topU.S.cosmeticlines.
KEY PURPOSE
As a recognizable cosmetic line, Rimmel draws in customers due to broadcast
advertisements focusing on eye products. Print advertisements are noticeably absent
and cause a whole group of potential consumers to be ignored. This is a visual
campaign, focused on photography and graphic design, to be featured in popular
women’s magazines, including Seventeen, Cosmopolitan, Vogue, Glamour and Elle.
These advertisements will be more relatable to consumers than the other current
cosmeticlines,causingRimmel’ssalestoincreaseandit’scustomerbasetogrowlarger.
EXECUTIONAL MANDATORIES &
CONSIDERATIONS
Creativeconceptsmust:
• Focus on print advertising (purchase space in women’s magazines such as
Seventeen,Cosmopolitan,Vogue,GlamourandElle)
• Mustbepresentedinthemostup‐to‐datedesignsthataccuratelyrepresentthe
contemporary,cuttingedgeproductsfromRimmel
• Createabillboardadvertisementtobeplacedonthesidewalkofamajorcity.
• There must never be an advertisement placed without the phrase “Rimmel
London”placedonit.
• Atleastoneaspectofthedesign/phrasemustreferto“thecity”or“London.”
• MustbereadyforclientpresentationnolaterthanMarch3,2010
KEY DELIVERABLES
TheCreativeTeamwillcreatetheideasforthedesignsforthemagazines,billboards
and any other print advertisements, along with the key words that draw in the
targetaudience.TheDesignTeamwillthencreatetheadvertisements,havingthem
approvedbytheCreativeTeamwhentheyarecompleted.TheMarketingTeamwill
join the creative team to decide the best placement for their ideas based on the
popularityandaudience statisticsofdifferentmagazinesanddifferent largecities.
Theywill also survey and research consumers to findwhat is needed to improve
customersatisfaction.
PrintAdvertisingRequirements
• Backgroundshouldbeblackifpossible
• Theword“London”shouldalwaysbeinthecolorred,unlesstoldotherwise
• Thereshouldneverbethepriceofanitemontheadvertisement.
• Thereshouldbeatleastonephotographofamodeloneachadvertisement,
unlesstoldotherwise.
SCHEDULE
February 20, 2010: Initial creative review of the first draft ideas, presented by the
CreativeTeam.
February26,2010:TheCreativeTeamandDesignTeamwillpresentthefinalcreative
presentation along with the status and potential information as to where the
photographsarebeingtaken,whenmodelswillauditionandhowlongafteritwilltake
toassemblethecompletedproduct.
February29,2010:Thephotoshootmusthavetakenplacebythisdate.
March3,2010:FinalClientPresentation
March14,2010:Materialcompleteanddeliveredtopublicationtomorrow.
