Client Scenario Response Draft Creative Brief

This week creative challenge I decided to choose Kooks social winery as my client: http://www.kooks.com.au/

1. Background

Kooks social winery is a handcrafted wine based in Victoria, they use glorious grapes grown in Australia’s best growing regions (Yarra Valley). Kooks do care about their wine quality by handpicked and blend all the grapes by hand to avoid stuffiness, stinginess and snobbery (Kooks, n.d.). As stated by Reid (2016), This social wine business started when Three man – Chris, Alec and Jamie was drinking together three years ago and talked about their lives. Because of Jamie grew up in a wine making family, so they decided to create this business together. Unique part about this brand is they work in several charity projects. Most interesting project is Grand Ideas – Is a charitable project and they donate $1,000 every month (Reid, 2016). According to Money smart (2016), Australian spent $14.9 billion a year on alcohol. Due to Covid-19, customers able to purchase Kooks wine from Dan Murphys’ website. They also available onboard Jetstar flights, and in room at the Grand Hyatt Melbourne (Reid, 2016). Top Australian wine in 2019 is Penfolds Bin 389 with cost starts from $60, While Kooks start from $18 (Dalziel, 2019). The caregiver (Sparkol, 2015) will be choose for the brand archetypes because the story behind this wine company, they have a very noble action in helping those who are in need in Australia.

2. Objectives:

• Affection: One of Kooks Social Winery’s goal is to collaborate with Hotels and Airlines all around the world. By creating a touching emotions ad which stated all of Kooks’ amazing charity projects, it will catch audience attention.
• Behavior: ”Hello@kooks.com.au = Help the needy” By creating a line in advertising campaign engage customer to repurchase the product.

3. Target Audience:

In this brand, will be targeting 7.0% (413,792 people) of 20-24 years old greater Melbourne young adults with 17.8% (325,051 people) University or tertiary institution background (Australia Bureau Statistic, 2016). According to Australia Bureau Statistic (2018), 78.8% of Australians with aged 18 years and above had consumed alcohol in 2017 and 2018. Kooks wine cost starts from $17.99 and it is not an expensive wine yet a good quality wine compare to other competitor brand. It is suitable for adult with 58.0% worked full time or 30.6% worked part time with personal income starts from $673 (Australia Bureau Statistic, 2016).

4. Single Minded Preposition

• Drink wine feel fine!
• Drink wine, save lives!
• Inner peace starts with good wine.
• When life hands you glass, add a little wine.
• A sip of wine, save billions lives.

5. Substantiation

• As stated by Smith (2020), drinking a glass of red wine each day gives a lot of benefits to our health. Especially Brain, gut, and heart.
• Vegan lifestyle can also enjoy wine! (Nguyen, 2020). Now everyone can sit together and enjoy wine after a long day activities.
• According to Smith (2020), Wine can also prevent obesity. So ”Drink wine feel fine!”

6. Tone of Voice

The advertisement should shows the virtues that have been done by the company, This related to the brand archetypes (Caregiver). As well as shows by consuming Kooks wine, it will bring happiness and laughter into everyone’s life. Lastly, will be added SMP to reinforce the messages to convey to the customers.

7. Media Requirement

30 seconds in YouTube ad video to reach out to the target audience.

8. Mandatories

Company logo, Social media (Instagram), Objective sentence, Web address, and Available onboard (Qantas) and Dan Murphy are the necessary information that must be stated in the ads.

Reference:

Australian Bureau of Statistics 2016, 2016 Census Quickstats , 3132.2, Australian Bureau of Statistics, date retrieved 28 August 2020,<https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/SSC20765?opendocument>.

Australian Bureau of Statistics 2018, National Health Survey: First Results, 2017-18, 4364.0.55.001, Australian Bureau of Statistics, date retrieved 28 August 2020,<https://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4364.0.55.001~2017-18~Main%20Features~Alcohol%20consumption~100 >.

Dazriel, L 2019, ’10 Outstanding Australian Red Wines’, NewIdeaFood, retrieved 28 August 2020, <https://www.newideafood.com.au/outstanding-australian-reds>

Kooks 2020, ‘About’, kooks, retrieved 28 August 2020, <http://www.kooks.com.au/new-index>.

Reid, G 2016, ‘Kooks: The Social Winery’, The Planthunter, retrieved 28 August 2020, <https://theplanthunter.com.au/harvest/kooks-social-winery/>.

Smith, A 2020, ‘Is red wine good for you?’, MedicalNewsToday, retrieved 28 August 2020, <https://www.medicalnewstoday.com/articles/265635#heart>. 

Sparkol (2015), ‘The 12 Brand Archetypes All Successful Businesses are Built On’, Sparkol, retrieved 16 July 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.

Money Smart 2016, ‘Australia Spending Habits’, What do Australians really spend their money on?, retrieved 28 August 2020, <https://moneysmart.gov.au/australian-spending-habits>.

Nguyen, R 2020, ‘Wine trends for 2020’, VINOMOFO, retrieved 28 August 2020, <https://www.vinomofo.com/articles/wine-trends-for-2020/>.