In January 2015 Guvera acquired blinkbox Music and in May the blinkbox Music service will be rebranding as Guvera within the UK. Guvera currently operates in 20 countries around the world but is not currently available in UK, and has little to no local UK brand awareness. To support the Guvera launch we are looking for a suite of approx 9 x 15 second videos to be used primarily on Facebook as part of a paid media campaign, with the aim of increasing brand awareness of Guvera and our product. As well as the paid Facebook campaign they will likely also be used on our owned social channels - Facebook 881k, Twitter 16.6k, blog, Instagram, Google + and Youtube. Above all videos must be made for mobile and social media and be high impact and very sharable. We are open to working with a range of different directors to deliver the 9 videos or one director to create 9 videos, so your pitch should contain multiple ideas if you have them. Each selected director will be paid $5,000 for each 15 second video. Mandatories: - Use the end frame provided to you as the last 3 seconds of your video this will be sent to each commissioned director - Show the Guvera brand within the first 2 to 3 seconds of your video - You will need to license your own music for your videos and ensure any music used is cleared for commercial online use. Measure of success: - Delivery of full views of the videos on Facebook - Drive additional engagement through: 1. Facebook shares 2. Facebook likes 3. Comments - Increase of brand awareness within target audiences Download the full brief (PDF) . While there are lots of digital music services, none of them really have much of a personality. Rival streaming services are about providing music databases, and positioning themselves as music experts. We're real people organising music so our listeners dont need to go to any effort. KEY POSITIONING: Were all about the spontaneity of music and how fun it is! We want videos that: - Are all about spontaneous music moments - Fun(ny), highly emotive amp sharable - Captures peoples attention in first three seconds - Video content that gets across the best things about our service (at least two of the below need to be in each video) 1. How easy it is to use 2. Download for free 3. Listen offline 4. Over 12 million songs (depth of music offering) - Communicate our brand positioning - Get people talking and sharing - Make people smile, laugh and show their friends - Videos must be made for mobile 1. Mobile devices are a 1:1 personal experience 2. Videos should be made specifically for this medium - 15 seconds in length After watching the videos, we want people to: 1. Immediately show their mates, whether its funny, cute or super inspiring 2. Download the app Tone of voice: - Spontaneous - Fun (or funny) - Real Guvera Strapline: - Search less, play more Guvera Hashtag: - turnitup You may like to know some of the things we like 1. We love this video as it captures the essence of music and spontaneity and most of all its fun! https://www.youtube.com/watch?vjoeazM5wxSc 2. Harlem shake couple of years old now but again, captures the essence https://www.youtube.com/watch?v8vJiSSAMNWwamplistRD8vJiSSAMNWw 3. LMFAO videos massive energy and great humour https://www.youtube.com/watch?vKQ6zr6kCPj8 https://www.youtube.com/watch?vwyx6JDQCslE 4. Adidas all in builds adrenalin, we want in! https://vimeo.com/22459501 5. This Girl Can, Sport England Inclusive, anyone can, great energy, no barriers to entry https://www.youtube.com/watch?vaN7lt0CYwHg You may like to know some of the things we really arent keen on 1. Trying to be too cool 2. Taking ourselves overly seriously Target Audience Our target audience for these videos is anyone from 15-44: - Either young or young at heart - Listens in the moment - Mainstream - Loves ease and immediacy Example of specific profiles within the above audience: Core younger profile - Female skewed, 15-24, heavy pop/popular focus - Casual music listeners rather than music fanatics - Wants music quickly and easily, without putting much effort, for free - Discovers new music primarily from friends - Listen to music to get in the right mood, for fun - Key music moments: commutes, at home, with friends Older profile - Male skewed but both genders - Casual music listeners rather than music fanatics - Working professionals, busy career/life balance - Likes simple functionality, ease of ready-made music stations - prefers recommendations - Like a wide variety of music new and rediscovery of older music Videos should appeal to both profiles. Product Please download the free blinkbox Music app (UK and Ireland only) from iTunes App Store or Google Play to get a feel for the product. Outside of the UK, visit our blog and Facebook for TOV: https://www.facebook.com/blinkboxmusic?pnreflhc http://blog.blinkboxmusic.com/ blinkbox is the easiest way to listen to the music you love for free. Available via Apple and Android apps, as well as on desktop and Windows phones, the service offers a catalogue of over 12 million songs. Users can listen to pre-made stations (i.e. Top 40, Eurovision, Britpop), or can create their own station by selecting a song or artist and letting blinkbox Music do the rest. The service also offers download listening offline for free. It is available for free with adverts or without ads via a subscription service that also allows listeners to save tracks of their choice to their phone or tablet and organise into playlists.
Kopparberg has real Swedish provenance. The product is still made and imported from the sleepy Swedish town of Kopparberg. This is something that Kopparberg wants to start cementing more in the minds of UK consumers. Brand provenance is something that is important within the category and something few competitor brands can profess to have. We want to produce video content that communicates this provenance. We need to tap in and bring to life Sweden in a way that engages our audience and, ideally, provides a role for the product. Whether it be the brewery, the town of Kopparberg or Swedish culture and people, we want drinkers to connect Kopparberg with real Sweden. The content has to be inherently and coolly Swedish and cement the fact that this is where Kopparberg is from. Therefore we are looking for things like Swedish culture, Swedish music, Swedish lifestyle, Swedish influences to come out through the content. The brief is open to directors globally but you will need to demonstrate a knowledge, experience and understanding of the country and its (counter) culture. Kopparberg have a bigger advertising campaign running and this is an important social/digital element of this summer 2015 campaign. We want multiple pieces of content for our social community that will run across the summer. Primarily it is the part of the plan that looks to go beyond push advertising. It is the layer that looks to connect with audiences (particularly with those in their social communities). The paid media support we put behind the content should also help to bring in more followers to Kopparbergs growing social communities. Be mindful of UK alcohol advertising restrictions. We cannot feature content that features people that appear to be or are under 25 years of age. We cannot stipulate that alcohol enhances your experiences or makes you more successful with the other sex. http://www.portmangroup.org.uk/codes/alcohol-marketing/code-of-practice/rules Download the full brief (PDF) . Video Deliverables The selected director will need to provide the following pieces of content in the formats described below to use across a variety of media platforms in the UK. Your pitch should clearly describe your ideas for the Primary videos. Primary - 1 x 2-3 minute film to be used online - 2 x 20 second videos (these can be cut downs of the hero film or stand alone pieces) to run on Video on Demand and within Digital display formats Secondary - cut down versions of the Primary content - 2 x 10 second versions with no sound for OOH - 2 x 6" Vines Note: there will be a few different versions required for specific OOH locations that have different specs. You will need to prepare these different versions as part of the deliverables. Most of these will be portrait and full motion but please Download the full brief for the exact specifications and locations. 3 key words that the brand always has in their mind Scandinavian, Edgy, On-trend. Through advertising, Jack Daniels has successfully cemented its link with Lynchburg, a Tennessee town in the US. We want to do it in a way that will motivate and appeal to our 18-34 audience and will reflect Kopparbergs background and tone of voice. As a fruit cider, Kopparbergs proposition is about premium fruit refreshment. Therefore (vs. the way Jack Daniels talk about provenance) the tone should be more quirky, colourful, upbeat, aspirational, slightly counter-cultural and more edgy. Kopparbergs ATL advertising (see below) is always looking to communicate the edgy tone through the idea of happens here or the forest. The forest is on the hill above the brewery in the town of Kopparberg, and the happenings within it, are Kopparbergs way of differentiating their provenance story so that it doesn't just become the Swedish Jack Daniels. This doesnt mean the town or brewery cant feature, but the main focus should be the Kopparberg forest. The best stylistic reference is Kopparbergs advertising. As the actual brewery is a fairly unremarkable place, the advertising has historically focused on the large, mysterious forest on the hill outside the town. The forest has been used as a platform for brand and product advertising and even brand events (the Urban Forest in Dalston last Summer). The accompanying ad end line is happens here and alludes to the unusual and magical (as opposed to dark or sinister) goings on in the forest think more impromptu Summer festival in a forest clearing than The Evil Dead! Visual References Below is some of our advertising to provide direction (and other advertising that should be used as stimulus). Previous Kopparberg 20 TV ad in the forest: https://www.youtube.com/watch?vH7gYN7e0GEc Last years ATL product advert (print and Outdoor): !(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-tn-01.jpg)(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-01.jpg) !(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-tn-02.jpg)(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-02.jpg) !(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-tn-03.jpg)(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-03.jpg) !(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-tn-04.jpg)(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-04.jpg) !(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-tn-05.jpg)(http://8d880dfaef9991390a03-12601eb02c045e54637622d8bc9f9e71.r21.cf2.rackcdn.com/2015-03-26-kopparberg-reference-05.jpg) An interesting Scandinavian, alternative, rural feel comes across well in this recent, domestic Volvo campaign: https://www.youtube.com/watch?vcbvdzQ7uVPc
Make films for Tourism New Zealand. $50,000 in grants and payments!