| Case Study 7 |
Professional sportsman's union |
Issue |
Wanted corporate video/ CD-rom to explain mission to members etc in advance of tv negotiations |
Thinking & understanding |
Who is main audience?
What are their characteristics?
What action / reaction do we wish to provoke?
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A strategic spine |
Audience has low attention-span, so strip messaging down to bare essentials and be aggressive and assertive
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Sharp creativity |
Split creativity into 1-min ‘commercial’ and 10-min ‘infomercial’ – compelling, simple words, graphics & soundtrack
|
Direction & control |
Wrote words, chose pictures, led ‘sale’, drove production house |
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