TVC PROCESSYoung Marketer Elite Development Program assignment 17.1

Nguyen Bich Van

The process

Creative Ideas

developmentProduction Register On-air

1.Creative Ideas development

a. Advertising brief

b. STL + STB development

c. STB test (FGD format)

d. Finalize STB

e. STB ready for production

KOMI World CupKomi launches a promotion campaign in World Cup to give free balls to kids and enhances “strong bone” equity of product. Key message is “Trained to be a soccer star”. The agency needs to propose a creative idea that impacts audiences to tell the idea of kid superstar and introduces the promotion as well.

2. Production

a. Production house brief

b. Quotation & Approved

c. PPM (Pre-production meeting)

d. Shooting

e. Offline test

f. Develop online version

g. Final tape delivery

KOMI World CupThe creative agency sends story board to the production house and the production house made the quotation on that storyboard. This includes options of shooting in the studio or outdoor.Then, the production house finds a suitable director as quoted.The director has the brief from the production house and prepares a SHOOTING BOARD to shoot. This is to know how many scenes there are and how to shoot each scene.

2. Production

a. Production house brief

b. Quotation & Approved

c. PPM (Pre-production meeting)

d. Shooting

e. Offline test

f. Develop online version

g. Final tape delivery

OFFLINE

ONLINE

3. Register

License approve

(ex: food need DOH or MOH license)

License from Ministry of

Health

4. On-air

a. Media brief: target audience, brand, key message of TVC, share of voice requirements, highlighted market…

b. Concept plan: agree on GRPs, distribution on GRPs throughout weeks, weight on each week (Super Aggressive – Aggressive – Heavy – Medium – Low) and distribution of budget for each market and which channels to book

c. Spot plan: detailed spot booking plan

d. On-air

•Advertising brief•STL + STB development•STB test (FGD format)•Finalize STB•STB ready for production

Creative Ideas Development

•Production house brief•Quotation & Approved•PPM (Pre-production meeting)•Shooting•Offline test•Develop online version•Final tape delivery

Production•License approve (ex: food need DOH or MOH license)

Register

•Media brief•Concept plan•Spot plan•On-air

On air

TVC PRODUCTION FULL PROCESS

THANK YOU