Real brief example for a car manufactuter advertising campaign
Real brief example for a car manufactuter advertising campaign
Here is an example of a famous car company that had already done designs and wanted to expand on them and use the same style for the launch of their new car in different European countries. I will redact some info and replace it with "quotes" so that the brief remains confidential. This post is to showcase the complexity and types of briefs we've had to work with in the past.
First slide:
Full automation
We have 1x template.
We automate the footage and copy to create V1 and V2, the "Type 1", "Type 2" and "Type 3" versions of each and the translations. (FR, EN, DE)
1x template = 18x assets
Slide 02
We have a few more rules +assets
1. Variants
For each asset "client" normally need different creative variants.
These are usually topic related e.g. V1=speed, V2=design, etc.
2. Car model
Depending on the variant, we will create multiple versions with different types of car shown in it. These are the models, called #1, #3 etc
3. Campaign types
We’re running 2x types of campaigns: market entry (aka “launch”) and “warm-up”. Each car model may have multiple variants for the 2x campaigns.
4. Funnel stages
Each campaign type + model has upwards of 3x funnel stages. These are "Type 1" , "Type 2" and "Type 3" . These are types of campaigns run by the media team
5. Sizes
Each asset has between 4-8 sizes. These are considered separate templates.
6. Translations
The assets needs to be translated in 13 languages.
As you can see even from the first two pages of the brief there is some conflicting information, different explanations and the requirements keep expanding. Let's continue:
Slide 03:
Asset list excel document
Slide 04:
Carousel
This week: We need to stress test the templates against the worst possible copy and images before we start automation.
Timelines: Stress test to be completed by Wednesday.
Internal review: Tomorrow midday
Slide 05:
Links to the copy sheet, to the images, disclaimer text and figma file.
"Consumo eléctrico en kWh/100 km (ciclo mixto): --- (Directiva NEC); 18,2, 16,8 y 17,4 emisiones de CO2 en g/km (ciclo mixto): 0; Autonomía eléctrica (WLTP) en km: 400, 440 y 420. Se puede encontrar más información sobre el consumo oficial de combustible y las emisiones oficiales específicas de CO2 de los turismos nuevos en la 'Guía de Consumo y Emisiones' de turismos nuevos, que está disponible de forma gratuita en la página Web del IDAE: https://coches.idae.es/guia-emisiones-consumos. El consumo de combustible y las emisiones de CO2 no sólo dependen del rendimiento del vehículo; influyen también el comportamiento al volante y otros factores no técnicos. El CO2 es el principal gas de efecto invernadero responsable del calentamiento del planeta. El color del vehículo que se muestra no está disponible actualmente en ningún mercado. Toda la interfaz del vehículo y de la aplicación y todos los dispositivos y funciones que se muestran en este video aún están en proceso de desarrollo. El contenido de este video es provisional y con el único propósito de exhibir diseño y estilo. Las funciones y el contenido reales estarán sujetos a los modelos que eventualmente salgan al mercado. El vehículo real puede diferir del vídeo debido a los efectos 3D."
Here is the disclaimer which you can see is a handful, so trying to adapt automation we have to take into consideration how much and which screenspace will this text cover and how to make it work for all types of assets. Things can usually differ for each market and the system has to adapt accordingly. We also need to test each variation in each worst and best case scenarios.
This is it for now, hopefully you got a little taste of what the briefing process might look like. I will continue with this brief and others in the upcoming days so that everyone has a better understanding on what actually goes on behind the scenes.
If anyone is interested in doing this job or wants more experience, they can leave us a message or contact us in a private message so that we can expand on these topics. Feel free to write comments asking for advice as well. Hope you have a great day and a small insight on what goes on behind the scenes
Briefs are often more chaotic than expected. For a document asking for everything that is needed, clients or product managers sure do like to overthink everything a bit more, since they know that the brief is a basis for the next steps. That being said, when multiple people do the decisions and then they try to communicate to even more people designing the brief and then those people send the briefs to managers deciding on the type of workflow that is needed to be done before the start of the campaign, then things might and usually get mixed up. Either things get too static and fixated or too loose and general. The job of the automation team is usually the finishing part, where everything has to come together. This usually means getting the most mixed brief and trying to decipher the whole things so that it makes sense to the automation system (and to the team as well). What do I mean by that?
Here is an example of a famous car company that had already done designs and wanted to expand on them and use the same style for the launch of their new car in different European countries. I will redact some info and replace it with "quotes" so that the brief remains confidential. This post is to showcase the complexity and types of briefs we've had to work with in the past.
First slide:
Full automation
We have 1x template.
We automate the footage and copy to create V1 and V2, the "Type 1", "Type 2" and "Type 3" versions of each and the translations. (FR, EN, DE)
1x template = 18x assets
Slide 02
We have a few more rules +assets
1. Variants
For each asset "client" normally need different creative variants.
These are usually topic related e.g. V1=speed, V2=design, etc.
2. Car model
Depending on the variant, we will create multiple versions with different types of car shown in it. These are the models, called #1, #3 etc
3. Campaign types
We’re running 2x types of campaigns: market entry (aka “launch”) and “warm-up”. Each car model may have multiple variants for the 2x campaigns.
4. Funnel stages
Each campaign type + model has upwards of 3x funnel stages. These are "Type 1" , "Type 2" and "Type 3" . These are types of campaigns run by the media team
5. Sizes
Each asset has between 4-8 sizes. These are considered separate templates.
6. Translations
The assets needs to be translated in 13 languages.
As you can see even from the first two pages of the brief there is some conflicting information, different explanations and the requirements keep expanding. Let's continue:
Slide 03:
Asset list excel document
Slide 04:
Carousel
This week: We need to stress test the templates against the worst possible copy and images before we start automation.
Timelines: Stress test to be completed by Wednesday.
Internal review: Tomorrow midday
Slide 05:
Links to the copy sheet, to the images, disclaimer text and figma file.
"Consumo eléctrico en kWh/100 km (ciclo mixto): --- (Directiva NEC); 18,2, 16,8 y 17,4 emisiones de CO2 en g/km (ciclo mixto): 0; Autonomía eléctrica (WLTP) en km: 400, 440 y 420. Se puede encontrar más información sobre el consumo oficial de combustible y las emisiones oficiales específicas de CO2 de los turismos nuevos en la 'Guía de Consumo y Emisiones' de turismos nuevos, que está disponible de forma gratuita en la página Web del IDAE: https://coches.idae.es/guia-emisiones-consumos. El consumo de combustible y las emisiones de CO2 no sólo dependen del rendimiento del vehículo; influyen también el comportamiento al volante y otros factores no técnicos. El CO2 es el principal gas de efecto invernadero responsable del calentamiento del planeta. El color del vehículo que se muestra no está disponible actualmente en ningún mercado. Toda la interfaz del vehículo y de la aplicación y todos los dispositivos y funciones que se muestran en este video aún están en proceso de desarrollo. El contenido de este video es provisional y con el único propósito de exhibir diseño y estilo. Las funciones y el contenido reales estarán sujetos a los modelos que eventualmente salgan al mercado. El vehículo real puede diferir del vídeo debido a los efectos 3D."
Here is the disclaimer which you can see is a handful, so trying to adapt automation we have to take into consideration how much and which screenspace will this text cover and how to make it work for all types of assets. Things can usually differ for each market and the system has to adapt accordingly. We also need to test each variation in each worst and best case scenarios.
This is it for now, hopefully you got a little taste of what the briefing process might look like. I will continue with this brief and others in the upcoming days so that everyone has a better understanding on what actually goes on behind the scenes.
If anyone is interested in doing this job or wants more experience, they can leave us a message or contact us in a private message so that we can expand on these topics. Feel free to write comments asking for advice as well. Hope you have a great day and a small insight on what goes on behind the scenes
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