Adv Account Planning - Creative Brief

Advertising Account Planning

Curtin University Singapore

Wendy's Singapore Creative Brief

Background

Singapore can be considered as a small market that consists of so many brands choices which means high competition rate, especially in food section. Singapore is a small country with a quite number of populations, to win the market’s heart Wendy’s has to compete with the main competitors such as McDonalds and Burger King.  Wendy’s has known as a worldwide fast food chain but Wendy’s lacks brand awareness in Singapore as it only recently re-entered the market in 2010 since 1990s. Therefore, there is a need for Wendy’s to create a campaign that differentiates them from its competitors.

Positioning

Friendly fast food restaurant with reachable locations and affordable prices.

Objective

To gain awareness of the menus and build positive reputation as a convenient and affordable fast food restaurant.

Target Market

People aged 15 and above who eat fast food and who look for a place other than coffee shop to study.  These people prefer to study in outdoor environment rather than their homes or their school or campus.  Unfortunately, most fast food restaurants would ask them to leave as they expect overcrowding, especially at peak timings. Wendy’s can invite them to study in their place instead. Sometimes, these people may come in groups to do discussion or group projects, which mean they also associate Wendy’s as a comfortable environment to hang out with friends.

Proposition

Wendy’s is the “IT” place for YOU to hang out, to study and to eat.

Support

·        Wendy’s is 24/7, with full aircon and WI-FI.

·        Wendy’s  offers comfortable atmosphere with cozy seats

·        Wendy’s offers comfortable service with employees that do not kick you out.

·        Wendy’s has affordable meals especially for students.

Deliverables

ATL: Print Media (Magazines), Television

BTL: Internet, OOH (Billboard and posters in schools or campuses), Sales Promotion (direct mail)

Briefing Description

·        Bring the creatives to typical student hangout areas such as Starbucks, McDonalds, and KFC to show how many of their customers are students studying with books strewn about.

·        Bring the creatives to highlight the stores’ notice of “Please refrain from studying”.

·        Show the creatives how many physical stores each of the fast food restaurants have within one location.

·        Get them to get the point that Wendy’s will be the friendly place where everyone kicking you out.

Rebecca Licacristi Budianto - 15359111