Brief: The fictitious company is called 'FlexFurn'. FlexFurn sells subscriptions to a furniture plan for offices. Rather than a company buying desks, chairs, tables etc., they pay a fixed monthly fee to FlexFurn. The fee is a little higher than the real capital cost of buying furniture and replacing it every now and then, but for that premium they get:
* Leasing vs. buying — no need to front up with cash to buy things, just an affordable monthly fee.
* 100% reconfiguration with 24 hours' notice. Monday to Wednesday their board room is set up for meetings, Thursday it is configured in classroom format, and Friday it's back to meeting configuration. No fee for the flex.
* If you're down a few team members, FlexFurn will take the desks away and replace the space with bean bags and a ping pong table. Hire some newbies? Now we're back to the desks. Again, no additional fee.
* Furniture doesn't get old/worn out/dated. Once it's not in prime condition FlexFurn ditches it and replaces it with new furniture. Again, no additional fee.
Problem: If this company really did exist, their category would not. That is, there are no companies doing this right now, so FlexFurn's prospects (potential customers) would not know to look for such a company. They are also new — unknown. Finally, their market is really broad, so it would be hard to use targeted outbounding (tele-marketing, emails).
They want their content to reflect their voice: a company that’s energetic, adaptable, and dedicated to providing a comfortable, good-looking work environment.
Solution: A short blog both an entertaining and engaging read, as well as subtly warming up the reader to contact FlexFurn and engage their services.*Fictitious Brief 2018
Problem: What makes a superfood super.
Brief: Chia seeds, salmon, kale and acai are just a few examples of foods that have garnered the "superfood" label. However, there are no set criteria for determining what is and what is not a superfood. Despite this, people are buying certain foods, labelled as “superfoods” marketed as better for them than other fruits and vegetables. A campaign is required to highlight the “superfood” myth, and call for inclusion of all fruits, vegetables, nuts and seeds are good in moderation.
Solution: Cryptic messages that challenge peoples perception of food.
Deliverables: Advertisement copy.
*Fictitious Brief 2017
Brief: Spirit Telecom requires copy for a residential landing page for their Spirit Ultra-Fast Internet product. Considering telecommunication jargon is beyond comprehension to the layman, the task is to create copy that resonates with non-tech people. More so, Spirit has low awareness in comparison to industry giants (Telstra, Optus, iiNet and TPG), therefore key characteristics that make Spirit unique need to be highlighted.
Solution: Create a landing page that has an exciting and playful tone of voice. With this tone of voice, create definitions and fun explanations to common telecommunication terminology. To instill trust, testimonials from current customers will be utilized as well as content that is educational and discloses industry myths regarding the NBN.
Deliverables: Landing page copy.
*Authentic Brief 2017
Brief: Maccabi Australia required a blurb for their weekly newsletter blurb for the Future Leadership Program.
Solution: A synopsis that is inspirational and drives nominated persons towards the Future Leadership program.
Deliverables: Blurb copy for newsletter.
*Authentic Brief December 2017
Brief: The Good Guys have excess stock of Weber BBQs. The Good Guys Marketing Team are placing a 20% off sale on all Weber BBQs between now and January 26th 2018. The aim is to create a campaign that highlights this promotional offer.
Solution: Tongue in cheek copy that speaks to men with a strategic focus on rewarding the purchaser with a Weber BBQ.
Deliverables: Advertisement copy.
*Fictitious Brief 2017
