Week 5 Workshop Part 1: Creative Brief – Strategic Objectives

Background

problem to be solved: the taste of the bigger avocado might not good as the usual avocado. However the Australian are open to trying to products.

I would like to use an archetype of everyman /woman to represent the avocado as useful or functional fruit.

Objectives

I think we need to create sensations so that the customer feeling proud by eating it as the avocado is the product of Australia.

Target audience

I think family who loves avocado will most likely buy this huge avocado. As they can share among the family. Besides that, the owner of beverage shops might wants to buy it as his/her will use a lot of avocado to make the drinks. the age group is generation Y ( 1980-1996).

Proposition

the most important feature is selling the avocado, benefit to the target audience is that they can share the avocado and create a bonding by sharing it. The audiences will feel impress and fantastic when they look at the avocado.

Substantiation

The bigger the size of the avocado, the more that the customer can share it will others and also it tastes better when we eat it with others

Tone of voice

The tone of voice is exciting, enthusiastic and satisfied.