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Creative Brief Brand Context The direct selling business is very different from consumer product brands. We must create advertisements that generate phone calls, not necessarily sales. With that in mind, our goal is to pique enough interest for someone to inquire further, whether that be over the phone or on the web. FirstSTREET launched GO Computer more as a product than something with added brand equity. The product is simple and accessible, however awareness is limited, so in order to help justify the cost of a “no-name” computer, a bit of branding is necessary. Objective Get people to call for more information on GO Computer. Consumer Context - They donʼt want to be left behind. This group has a general knowledge of what a computer is capable of, but they do not know how to make it a part of their everyday life. For example, they know you can send emails, but if you sit them in front of a computer they would not know how to send an email. They realize that if they do not learn how to use computers and the internet, they will only fall further behind. - They donʼt own their own computer. The computer that sits in their home is often not “their” computer. They have no sense of ownership because their kids buy it for them and are the ones who set it up and maintain it. They are at a point in their life where they are not hesitant to say no to something they donʼt want to do, therefore they must take the first step to using a computer. The GO Computer cannot be purchased or forced on them by their kids because they must want it themselves in order for them to actually use it on a regular basis. - They are thrilled but overwhelmed. They are excited but fearful about using a computer. Many of them choose not to buy, experiment, or explore because of an overall fear that their lack of knowledge will break the computer or delete the software. Since they are aware of what the internet is capable they are very eager to learn how to use it. However, there is immense amount of anxiety when working with this foreign contraption, so when they learn to do something it is a huge victory to them. They are extremely proud when they achieve tasks such as opening a picture of their grandchild and are excited and proud to be able to share it with their friends. Strategic Context Excite them about the possibilities, while reducing their anxieties. Each piece must do these two things. It is important to sell the benefits of having a computer, while reassuring them that a GO Computer will significantly reduce their anxieties of using and maintaining a computer. As a result, GO Computer users are able to conquer the internet and join the wider society, which instills a sense of empowerment, ownership, independence, and ultimately pride. Possibilities • Email (e.g. connecting to family and friends, sending and receiving pictures) • Games • Online shopping (e.g. reducing trips to the store, saving money) • Simple searches for information (e.g. health, hobbies, etc.)
Anxieties • Cannot see or read the screen/keys • Complicated interface • Afraid of deleting or losing files, emails, software, the mouse, etc. • Viruses and updating software.
Thoughts on Creative - GO Computer offers you only what you need (hardware and software). - The product is not necessarily about age. Itʼs about simplicity and ease of use. - Our audience does not self-identify with Boomer images. - Donʼt assume anything about this groupsʼ computer/internet knowledge or lack thereof. - Offer ideas of what they can do with their GO Computer so that it does not sit unused. - It is essential to develop a referral program to leverage their excitement among their community friends. - Consider print, direct mail, television.