Writing a TREATMENT

Writing a Treatment/Creative Brief



• Client information:


• Project:

Example: New campaign for “Citibank.”

• Prepared by:
• Background / Overview:

What's the big picture? What's going on in the market? Any opportunities or problems in the market?

This is where you introduce the project to the creative team. You'll go over this again in the briefing session, but write it down as well.

"Who is the ad talking to, and what is the one main thing we want to say?"

Example: This is a test campaign to a selection of Citibank customers. We want them to try Citibank's new "CitiClick" - which is available as an app and a widget - that makes online purchases easier and more secure - and we've got a £1 pizza offer to get them started.

• What is the objective, the purpose of the campaign?

A concise statement of the effect the ad should have on consumers. Typically, express this as an action. And focus on what the ad should make them think, feel, or do.

Example: We want people to download the free application and use it within 10 days to buy the special offer, a £1 family size pizza from Papa John's.

• Target audience: who are we talking to?

Go beyond age and sex to describe demographics and psychographics. Explain how the audience currently thinks, feels and behaves in relation to the product category.

Example: This campaign will be aimed exclusively at existing Citibank customers in three test markets: London, Manchester and Birmingham.

The primary target will be segments of our customer database: male and female, 20 to 35 YO, with at least one Citibank credit card. The target will be approximately 70% married, with combined HH incomes of £85k on average.

This audience is comfortable with new technology, and quick to test new smart phone apps or widgets that leverage their time. They like to be among the first to have the latest and greatest electronics. They make multiple online purchases monthly. We will call our representative TA persona "Joe".

• What's the single most important thing to say?

What's the single most persuasive or most compelling statement we can make to achieve the objective?

This should be a simple sentence. No more than a few sentences if absolutely necessary. Avoid generalisations.

Example: "Joe - CitiClick will simplify and speed all of your online purchases, while providing increased security."

• What are the supporting rational and emotional 'reasons to believe and buy into the campaign?

Explain why the consumer should believe what we say, and why they should buy.

In other words, 'What else can we say and show to achieve the objective?'

Example:

1) It's free, from Citibank - your trusted financial partner.

2) Get a PJ pizza for £1.

3) Backed with a 100% purchase protection guarantee.

4) It has earned rave reviews from real users. (See attached quotes.)