Ted wants a campaign for Ted Baker that will intrigue people.The campaignneeds to communicate the stylish and aspirational side of the brand while maintaining the original brand personality.
This solution that illustrates how different the brand is now and will arouse curiosity in those that are not currently buying Ted Baker
the concept would be applied to at least three different types of media – one of which must be our in-store window display
Ted does not want conventional channels such as press, tv, radio and billboards.
Instead Ted wants the creative team to consider demonstrating the concept using online marketing, promotional giveaways, outdoor guerrilla marketing, ideas for events, or any other medium
Ted wants to target 20-35 year olds of both sexes who do not currently shop at Ted Baker
These customers are usually working, professionals with a decent disposable income. They are aware of trends, go out to pubs, clubs, bars, festivals, read stylish magazines and want to look cool.
These people do not want to look too edgy
Ted’s tactics have been to entertain and make customers laugh and want to continue to do this, but in new and innovative ways
Teds Brand Personalty :
Tone of Voice / Brand Personality
Quirky
‘Out of the ordinary’
Quintessentially British
Witty
Visual humour.
By cutting this down i can now apply it to my blank brief and fill it in.
This is imitating a real life work environment as then the creative brief would be sent to the creative department that would think about the concept and come up with an innovative idea such as the ones below :
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