Co-operators rebrand client brief

Reason for the Brief: Why Are We Here? Example: To successfully launch Nike's new 2022 Spring line of Athletic Active Wear to North American athletic enthusiasts beginning March 2022 through July 2022. Budget 1.5 million

. Overview: Specific to Product/Brand: Description

Competitive Overview. Evidence of Research is required. Consider the following: What's the big picture? What is going on in the market? Is anything happening on the Client side that the creative team should know about? Any opportunities or problems in the market? Competition - what are they up to? Reasons behind this campaign. Research required.

Target Audience: Who Are We Talking To? This section is especially important: a 'Vivid description. (Not just demographics - Psychographics, Values, Lifestyles, behavior. The more precise the better. Go beyond age, M/F / Geography/ Education to describe demographics and psychographics.

Consumer Insights: SUMMARIZE!! Provide a VIVID PICTURE OF YOUR IDEAL AUDIENCE. RESEARCH BEYOND THE CASE: the audience currently thinks, feels, and behaves in relation to the product category. Consider - 'frustrations, and experiences they desire. Be sure to include sources for additional research information, customer quotes, and certainly at least three (3) consumer insights that you have discovered beyond the article. DEFEND AND RATIONALIze

Communication Problem: (Generally begins with "How' (Identify the key focus of the campaign or communication challenge) For example: How to convince, remind, persuade, educate, to change Image / Perception. to a new image, to offer a new service.

Communication Objective(s): Write two comprehensive Communication Objectives. What are you hoping to accomplish - refer to the facets model, and additional frameworks provided by your instructor. The objectives must be specific, measurable, achievable, realistic and time-bound. Creative Objectives: Single Most Important Message (Benefits - Promise of the Brand - Emotional / Functional and Support Claims - Promise/ Reason to Believe).

Creative Strategy: Suggest an effective way to present the message: Consider Tone, Appeal techniques.

Creative Execution: Suggest how best to 'deliver' the message. Demonstration, Dramatization, Scientific Evidence, Testimonial, Endorsement - refer to the article - determine how the message was delivered. (Refer to lecture notes Week #5 and #6).

Media Recommendations: Suggest appropriate media channels/platforms/activities based on your audiences' media consumption habits.

Mandatories: (Consider Brand Codes/Website/Images)

Key Dates: (Article should provide key dates - if not make appropriate assumptions

Case Study - Cooperators

Co-operators rebrands to show it's more than insurance The new look comes with a major push to show how its financial offerings can meet all consumers' changing needs Source: Strategy Online Co-operators WEBSITE: www.cooperators.ca Agency: Huge The new Television Commercial: https://youtu.be/v4TyO7SqQ5w Co-operators is emphasizing the full, personalized array of financial services it offers in its first new brand identity in almost half a century. MKM803 FALL 2021 -CLIENT BRIEF ASSIGNMENT PREPARED BY PROFESSOR FAUBERT The rebrand is being supported with a national advertising, social, PR, and retail activation campaign, created in partnership with Huge. Lifestyle vignettes show how Cooperators offerings can be combined to meet the needs of each client, such as the "Edmund Plan," a monthly investment offering for a would-be professional baker, and the "Morgans Plan" for a hockey family contemplating future education savings. We were always so well known as being a full-service insurance provider, with the best advice and lots of unaided awareness, but strategically we were shifting to provide holistic financial services and advice," says Cindy Wong, head of marketing and communications for Co-operators. To reach everyday Canadians who need financial help that often requires more than a single product, Wong says the company's shift beyond insurance is zeroing in on personalization, with creative that reflects offerings that aren't cookie cutter but customized for everyone from young families to entrepreneurs to retirees. While the pandemic has made future financial plans more urgent for many Canadians, Wong tells strategy the rebranding move was actually underway pre-pandemic to better reflect consumer needs that were already changing, informed by Angus Reid Forum Panel data about Canadians' financial mindsets. The rebrand, the first in 44 years, introduces a new logo and tagline "Investing in your future. Together," to better align with the brand's all-in-one offerings and a move away from insurance. MKM803 FALL 2021 -CLIENT BRIEF ASSIGNMENT PREPARED BY PROFESSOR FAUBERT In order to respect the legacy of the more than three-quarters of a century-old company, Cooperators' new oak leaf logo is inspired by a quote from a company co-founder about an acorn growing into a strong oak tree. It's a different blue from the previous logo, and the leaf has also been crafted into a right-facing arrow to convey "forward momentum," Wong says. Fifteen-second versions of the English and French creative are launching across Facebook, Instagram, Snapchat, Twitter, and LinkedIn, with 15- and 30-second versions appearing on television, programmatic video, and YouTube. The campaign also features radio traffic tags, content creation and paid amplification with influencers, and OOH creative including posters, digital screens, transit shelters and refreshed looks at community rink boards across Canada. Epitaph handled the media buy; Wong did not provide a specific figure behind the media spend but said it reflects the company's "intent to make an impact,", especially on social channels. "We're trying to have a more meaningful presence," Wong says. Co-operators is also introducing influencers into its mix for this campaign to align with a younger segment.