Hard at work
Agency Brief
What is the Business Result?
To find a caring, loving, educated, smart and funny boyfriend for Daniel
What is the role communications should play to help the client achieve its Business Result?
To inform and remind potential guys out there that here you’ll get a nice guy known as Daniel. He’s free but not cheap. Try it.
Communications should keep to the theme of Daniel is the best choice when they look for a potential boyfriend.
What are the communications issues standing in the way of the Business Result?
He could be tad too bitchy and flamboyant sometimes. The negatives includes fiery temper, smokes too much, earn too little, too lazy, couldn’t be arsed about a lot of things, superficial, doesn’t save a dime, only loves Gucci, Dior, Tiffany and Paul Smith but can’t afford any shit, busy most of the time and refuses to go to gym.
What is the most important general message this campaign should deliver; e.g., a specific value proposition, a differentiated platform, a key benefit or news hook?
Daniel – never say never, try it or you will never know.
Who is the primary target audience(s) that will help the client achieve its Business Result?
1.Guys with brain – over the age of 25 and not more than 30. Allowances are made say, not above 35.
2.Guys who care more about talking than gyming. Dinners and books are fine, need to be able to mix well with Daniel’s friends as well. This is not hard because they are a small group and consist of nice, decent and funny people.
3.Speaks English, English and English.
4.Tall is optional.
5.Loves music.
6.Have decent goals in life, sure we would like to imagine ourselves as some cracked up bitch but at the end of the day, we will go to work daily and pay up our bills religiously like any good citizen.
7.NON gym goer.
What does the primary target audience think, believe or understand currently?
The primary target audience think that Daniel is stuck up as hell and couldn’t lift an eyelid open for anything or anyone else. They also believe and skip him as in looks department, he is still working hard to achieve that much needed plastic surgery fund.
Who is the competition?
1.Younger and cuter boys
2.Boys without flabs in the wrong places
3.Fabulous boys with fabulous lifestyle, put six packs in the equation
4.Almost everyone else
What are the opportunities to leverage, especially those which differentiate the client from its competition?
Daniel is actually smart and funny. Maybe not as smart as he likes to think he is but he’s never unkind. Always friendly (up for debate) and willing to try something new.
He is also very realistic and has real expectations on people. While looks are great, it doesn’t turn him on as compared to personality. He finds himself not attracted to hot hunky guys but instead to sometimes silly looking, nice average joes.
Who are the influencers that will impact the primary target audience?
Friends who know friends
What do we want the target audience to think, feel or do as a result of the campaign?
That Daniel is damn worth a shot and try. He’s not as nasty as he looks. Hell, looks aren’t important when you got someone who is hopelessly (but never naïve) romantic, with such big heart, selfless nature when it comes to love and sex, reads occasionally, spells and writes badly. Though he might not earn that much, he ‘gives’ a lot back in return.
Budget
Advertising and prizes: RM 0.00
Time Line
Before he die from lung cancer
What is the Business Result?
To find a caring, loving, educated, smart and funny boyfriend for Daniel
What is the role communications should play to help the client achieve its Business Result?
To inform and remind potential guys out there that here you’ll get a nice guy known as Daniel. He’s free but not cheap. Try it.
Communications should keep to the theme of Daniel is the best choice when they look for a potential boyfriend.
What are the communications issues standing in the way of the Business Result?
He could be tad too bitchy and flamboyant sometimes. The negatives includes fiery temper, smokes too much, earn too little, too lazy, couldn’t be arsed about a lot of things, superficial, doesn’t save a dime, only loves Gucci, Dior, Tiffany and Paul Smith but can’t afford any shit, busy most of the time and refuses to go to gym.
What is the most important general message this campaign should deliver; e.g., a specific value proposition, a differentiated platform, a key benefit or news hook?
Daniel – never say never, try it or you will never know.
Who is the primary target audience(s) that will help the client achieve its Business Result?
1.Guys with brain – over the age of 25 and not more than 30. Allowances are made say, not above 35.
2.Guys who care more about talking than gyming. Dinners and books are fine, need to be able to mix well with Daniel’s friends as well. This is not hard because they are a small group and consist of nice, decent and funny people.
3.Speaks English, English and English.
4.Tall is optional.
5.Loves music.
6.Have decent goals in life, sure we would like to imagine ourselves as some cracked up bitch but at the end of the day, we will go to work daily and pay up our bills religiously like any good citizen.
7.NON gym goer.
What does the primary target audience think, believe or understand currently?
The primary target audience think that Daniel is stuck up as hell and couldn’t lift an eyelid open for anything or anyone else. They also believe and skip him as in looks department, he is still working hard to achieve that much needed plastic surgery fund.
Who is the competition?
1.Younger and cuter boys
2.Boys without flabs in the wrong places
3.Fabulous boys with fabulous lifestyle, put six packs in the equation
4.Almost everyone else
What are the opportunities to leverage, especially those which differentiate the client from its competition?
Daniel is actually smart and funny. Maybe not as smart as he likes to think he is but he’s never unkind. Always friendly (up for debate) and willing to try something new.
He is also very realistic and has real expectations on people. While looks are great, it doesn’t turn him on as compared to personality. He finds himself not attracted to hot hunky guys but instead to sometimes silly looking, nice average joes.
Who are the influencers that will impact the primary target audience?
Friends who know friends
What do we want the target audience to think, feel or do as a result of the campaign?
That Daniel is damn worth a shot and try. He’s not as nasty as he looks. Hell, looks aren’t important when you got someone who is hopelessly (but never naïve) romantic, with such big heart, selfless nature when it comes to love and sex, reads occasionally, spells and writes badly. Though he might not earn that much, he ‘gives’ a lot back in return.
Budget
Advertising and prizes: RM 0.00
Time Line
Before he die from lung cancer
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