Responsive: Brief Analysis

SYFY

WHAT PROBLEM DOES THE BRIEF IDENTIFY?
- Not seen as being as relevant. They have increasing competition, making this harder.

WHAT DOES THE BRIEF WANT YOU TO DO?
- Focus on the Syfy brand, not the content - create a campaign/event/product to generate interest for Syfy
- Impact and surprise the fans!

WHAT IS THE BRIEF TRYING TO ACHIEVE?
 - Get them (18-25 year old Sci-Fi fans) to connect with us
- Get their target audience to see them as relevant
- Want to be talked about
- Positions Syfy 'at the centre of the sci-fi genre'




TAYLORS COFFEE

WHAT PROBLEM DOES THE BRIEF IDENTIFY?
- Aren't 'young' enough - want to appeal to a younger audience
- Potentially looking to be a 'mainstream' coffee shop

WHAT DOES THE BRIEF WANT YOU TO DO?
- 'Creative Product Idea' - shake up the coffee category and make create a product idea to catch the interest of a younger audience
- New packaging, use or occasion for coffee

WHAT IS THE BRIEF TRYING TO ACHIEVE?
- Have an idea or product to make them more noticed and relevant to a younger audience




YORKSHIRE TEA

WHAT PROBLEM DOES THE BRIEF IDENTIFY?
- People are buying less tea - want it to be more mainstream again, especially for younger tea drinkers

WHAT DOES THE BRIEF WANT YOU TO DO?
- Design something (product innovation) that will catch the eye of buyers
- Give people more reason to drink tea (specifically their tea)

WHAT IS THE BRIEF TRYING TO ACHIEVE?
- Get people drinking more tea
- Give people a reason to buy Yorkshire tea