Draft creative brief for campaign no. 1

Client / Client contact information:

Ubuntu – www.ubuntu.com

Project:

Campaign to show Windows and Mac users that there is a 'third' system that will better meet their computing needs.

Prepared by:

Barry Drake for the Ubuntu Advertising team.

Background / Overview:

Ubuntu has now reached the point at which it is simple to install and operate, and any computer user can work on the Ubuntu platform with only a very short learning curve. Many computer users will quickly realise that their computing experience is enhanced when they move to Ubuntu.

What is the objective; the purpose of the ad?

To persuade computer users to visit www.ubuntu.com in the expectation that they will take the tour and try the live CD for themselves.

Target audience: who are we talking to?

Ordinary users of computers – Windows especially – who have found that their system annoys them for various reasons. Speed may well be the main factor, or they may feel that they need to upgrade or buy a new computer. We also need to think about people who use a Mac at work and dislike the OS on their PC or Laptop at home. The expectation is that potential consumers are computer literate, but only with the system and apps that they have encountered, and they are not geeks! Geeky language must be avoided at all times.

What's the single most important thing to say?

Ubuntu provides a more powerful, improved computer for you to enjoy.

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

The consumer can quickly and easily try Ubuntu with no risk and no cost on his/her existing computer.

What are the factors in sales-resistance that we have to overcome?

I don't like change. I am afraid of the unknown. I 'know' Windows (or Mac) and it would be hard to learn a new system. Ubuntu is too geeky for me – I've read some of the forums. It won't run (my favourite Windows programme). [there will be more …..]

What else will assist creative development?

Your computer will run faster. Your computer will be easier to use. Your computer will be more secure and the possibility of virus intrusion will be almost negligible. You will have thousands of apps available to you at the touch of a button, and all of them are fully tested and known to be virus and mal-ware free. You will not be tied in to a specific software provider. You will be able to upgrade as often as every six months if you wish. [there may well be further points to be added here]

Proposed methods for reaching the target audience

The most powerful tool we have is our hundreds, if not thousands of willing volunteers within the community. Our aim here is to educate them in our marketing philosophy and train them in good sales techniques (also making clear what negative aspects bad techniques can have “how NOT to sell Ubuntu”).

We need to work with our 'volunteer army' to help them to find opportunities to reach the target audience. We might think in terms of computer fairs, exhibitions, computer training classes, etc to name but a few. The second (but no less important) approach is that of advertising. How can we raise the profile of Ubuntu and the Ubuntu web-site? What is our target audience looking for when they go online? You-Tube, Facebook et al are powerful tools. How do we make the best use of these?