Corporate Video Production - Creative Concept

3 aspek konsep:

  • Ide kreatif.
  • Presentasi (pitching): segala ide kreatif harus di presentasikan.
  • Isu plagiarisme: ide yang telah dipresentasikan bisa terkena plagiasi, salah satu cara mencegahnya: kirim via pos ke diri sendiri.

        + Kritik Klien: karena orang yang paling tahu tentang produk = yang punya produk.

Pendekatan terhadap klien:

  • Fokus pada kemampuan, achievement, kreatif.
  • Analisis client brief
  • Diskusi
  • Timely, more fast, creative
  • Responsive
  • Details: sesuai/relevan, spesifik, didesain yg menarik

(Sumber: goldrabbit.co.uk)

Client Brief

  • Brand
  • Product knowledge
  • Key consumer benefit
  • Brand character
  • Diferensiasi
  • Segmentasi
  • Targeting
  • Positioning
  • Competitor
  • Mandatory
  • Requirements material

*Tanya sedetail mungkin dan jangan tersinggung jika klien marah karena tujuannya hanya untuk mengkonfirmasi agar tidak ada kesalahan. Jika ingin berargumen dengan permintaan klien, gunakan point of view expertise audiovisual, cost, atau production.

Creative Brief: strategi pesan yang menjadi pedoman tim kreatif agar ide tetap logis, jelas, fokus.

Elemen:

  • Intro/background/overview.
  • Objective.
  • Target audience (spesifik; psikologis).
  • Focus campaign.
  • Konteks detail.
  • Referensi action.
  • Tone & color.
  • Musik.
  • Target market.
  • Reason why (sebab akibat, kausalitas, kenapa pilih konsep begitu).
  • Etc: hal kreatif lain yang perlu disampaikan, misal: referensi brand ambassador.
    • Pakai aktor Indo yang concern dengan kebudayaan -> Chico Jericcho.
    • Pakai artis yang concern dengan outdoor activities & sport -> Melanie Putri.
    • Settingnya di bundaran HI -> karena identitas futuristik 2030.
    • Strategi: Art director harus membangun sesuatu yg baru; set, prop, karakter, dll.

Tips:

  • Creative brief dibuat berdasarkan report, detail mencakup alasan dan contoh.
  • Creative brief berisi konsep ide secara keseluruhan berdasarkan riset 
  • Salah satu cara menemukan identitas perusahaan yang sudah diterapkan yaitu melalui artikel.
  • Fokus mencari image positif (hubungannya dengan stakeholders, bukan product).
    • Contoh: anak muda pake mobile banking -> cardless.

 

(Sumber: digital.hbs.edu)

1. Studi Kasus: Artikel Tentang Starbucks

  • Starbucks dikritik karena menyumbang sampah plastik, tapi akhirnya mencetuskan “mystarbucksidea.com” sebagai wadah bagi customer untuk memberi solusi, yaitu menggunakan reusable cup.
  • Starbucks awalnya cuek ketika dikritik, tapi akhirnya mendukung petani kopi.
  • Starbucks berhasil maintain stakeholders agar merasa nyaman, sehingga mereka memberi tahu ke orang lain, menjadi isu positif, dan akhirnya menjadi word of mouth.
  • Starbucks terkenal karena menawarkan products with personality/brand, di mana brand image-nya mewakili self image dari target consumer.


Key consumer benefit: kelebihan produk yang bisa dimanfaatkan customer.

Product knowledge: mencari kelemahan produk untuk tidak ditampilkan.

Brand character: karakter/identitas merek, contoh: Indomie support budaya Indonesia.

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