Dove Pro -age

This is how I believe that Dove Pro age creative Brief Template was similar to.


Date: December 2006
Project: Beauty comes of Age
Project Champion: Real Beauty

Background:
Since 2004 and Dove has started a campaign for Real Beauty. This campaign strives to change global views of what beauty is. Dove wants every woman to feel beautiful in the skin she is in. The brands has committed to using real women of various shape, race and size rather than professional models in their advertising. The company has decides to launch the third phase of the Real Beauty campaign that highlight older women.

The Audience:
The primary Audience that the campaign is trying to focus on is women ages 50 to 64 that are confident in their bodies. They want society to change its views on the way they classify beauty. When addressing this audience avoid referring to stereotypically ideas beauty. Also avoid highlight aging as a negative process that should be changed. These consumers believe that they are gorgeous in their own skin and do not seek products that make them appear younger. A secondary audience is women ages 50 plus that are unsure if they are attractive after years of aging. These women are undecided if they want to conform to the images that society defines as beautiful.

Objectives:
The objective that we are trying to achieve is to create a new definition of what beauty truly. Also that aging is not a bad thing. The products should be positioned to promote the changes that come along with aging because older is beauty.
The Message:
If I could get on sentence through all the clutter it would say: That your wrinkles, age spots, grey hairs and all is what make you beautiful. I would prove this statement by creating ads that represent these real women. I would have real women in this ad campaign not models. Another major point that I should be communicated to this audience is that age and weight do not describe beauty.

The medium:
The best way to reach this audience is through television. Another great outlet to reach the target market is through print ads. These ads will be the third phase in Dove Real Beauty campaign. This piece will follow the same basic format that the previous two campaigns had. These ads will keep delivering the ideal that beauty exists at all ages, weights, race, and social class.

The deadline:
The deadline should be in time for the spring line up.

Moving Billboards

There are so many ways that companies try to reach consumers. There are a variety of advertising methods that are used for example commercials, billboards, flyers and word of mouth. With numerous forms of ad’s constantly seen on a day to day basis how do products stand out. Advertisers have to find new and innovative ways to reach their target market. One of the most interesting avenues of marketing a product I believe are moving billboards inside of the subway.
Growing up in Washington D.C I have always used public transportation as my primary source of navigating my way around the city, along with the vast majority in the metropolitan area. By living in the city I became a accustomed to living a more fast pace life style, which cause me to pay little attention to flyers and billboard. It’s hard for advertisers to reach me I constantly see image of product that company are trying to sell me that do not have long lasting impressions. Until the summer I went back home to visit family, I was traveling on the metro and saw these quick images of for Target that were red and white bulls eye, dogs, home items, and makeup that appear to be moving with me. All of these images look like a thirty second silent commercial, it remind of the commercial the company already had on the air. This grabbed my attention because I have been traveling on the metro for years and had never seen anything like it. Later I found out they are called moving billboards and had been place in several metro tunnels between popular stops. I thought this is a great idea that companies used to reach their audience in big city that use mass form of transit.