Live Briefs - Churchill Gowns
This summer term at University it is all about LIVE BRIEFS. We are set every two weeks a new brief for a live client/company. The aim for this term is to gather a feel of what it would be like if we were working within an agency. Fast paced, short but quick turn around briefs.
The First one we were given was for a University Gown company called Churchill Gowns. They are a small startup company who are seen as the minority against their competitors.
From the briefing we gathered some key information about Churchill Gowns. The current industry situation was summarised as overpriced, a monopoly dominated market and not student friendly. With one big supplier dominating the market.
The four USP’s of Churchill Gowns were:
The client specifically said in the briefing they wanted a concept which was based around one of their usp’s. For our output we decided to focus on the better value USP.
We brainstormed the same day in terms of initial ideas and came out with these:
Marks and Spencer style ad “Attractive slow voice sexy” // FILM OR GRAPHIC
3D Gown Graphic close ups using quirky copy one liners? // GRAPHIC
Be more like sarah style short film ads // FILM
Short one question interview style ads with actual students using the comparison concept FILM OR GRAPHIC
Be like Johnny, with a churchill gown, those likes (insta likes visual/graphic) will roll in like no tomorrow
Or “FREE OR UNLIMITED LIKES THIS GRADUATION ACROSS ALL PLATFORMS GUARANTEED WITH EVERY CHURCHILL GOWN”
Side by side comparison showcasing convenience
Use celebrity graduation pictures or shabby photoshopped versions with witty one liners / GRAPHICS
From here we discussed amongst the group which one we thought had the most legs. As at the end of the day, we are the target audience. We also made a light of the fact that us millennials have a very meme orientated sense of humour / way of thinking. This is how we decided to go for the approach of using shabby photoshopped images of celebrities.
We pitched this concept with the option for the campaign to be expandable in the future. It is a versatile campaign which can be adapted to any celebrity who is featuring in the news at the given time. This way it can stay as a current trendy social media campaign.
The feedback we received from the client was as stated below:
“ We thought the concept of this idea was spot on in speaking to our target market, and
had great potential for tapping into current events and keeping us relevant. The real
problem we had with this was the licensing, as we just didn’t think it would be feasible
for us to use the images of the celebrities for commercial purposes without licence
negotiations. We liked the comedy ‘disclaimers’ but sadly didn’t think these would be
sufficient to keep the legal types off our backs! Next time, if you want to go down this
route, we would suggest looking at ways to get around this “