Writing Radio + Billboards for Sports + Rec Brands.

1. AD 382: COLLURA
PROJECT 1
:30 RADIO + OUTDOORBILLBOARD
ASSIGNMENT + STRATEGY DOCUMENT:DUE NEXT WEEK: 2/5
AD382 Advertising Concept Development II: Art + Copy | Collura| Spring 2015 1
Research! Research! Research! Dig into your brand, read their Web site, visit their stores (if applicable).
Read Yelp reviews and see what people are saying about it on Social Media, etc. Watch videos to get into the
mindset of your target audience. This will help you uncover a deeper insight and the truth about your brand.
PART 1. Create a 3 C’s document with the answers to these questions:
Creative Team Member Names:
Insight: Include the insight that was provided in the creative brief.
The Brand: (name)
The Company:
- Why does this brand exist? (write 3-5 sentences on the history/brand story)
- What is the business problem the brand is trying to solve?
Category/Competition:
- Name the other brands in this category.
- What is the tone of their brand? (adjectives that describe them)
Consumer:
Target Audience:
- Who are they (age, gender, occupation, where do they live)
- What do they do on the weekend?
PART 2. Create a document with 50 “Big Idea Taglines:”
A “Big Idea Tagline” is 5 words or less. It gets to the essence of your campaign idea. It’s a rallying cry.
It’s got moxie, an attitude. It’s got a spirit and it tells you something about the tone and voice of the brand.
It’s simple and easy to understand. I make my CW’s write 50 headlines for their projects. The famous, award-
winning CW, Sally Hogshead, wrote 100 headlines for BMW.
Some examples include: Just Do It, Let’s Motor, Invest in You, Got Milk? We Try Harder, Priceless,
A diamond is forever, Maybe she’s born with it, Because you’re worth it, You’re in good hands,
Truth in Engineering.
You must type up your Big Idea Taglines and number them.
As you’re writing your Big Idea Tagline, ask yourself:
 What’s the human truth about your brand?
 What is the truest thing you can say about your product?
 Where is the emotion in this product, service, or category?
 Is your idea simple to understand and does it fit on a post-it note?
 Will people talk about this idea?
Based on the insight, finding the truth about your brand will guide you to a BIG IDEA so you can write a
radio commercial and billboard.