Creative Statement for Maxwell House Coffee Website
Media Plan Guidelines:
Mindshare will place Maxwell House Hot Topic advertisements in various media including radio, television sponsorship and print ads.
Mindshare will also negotiate for space on the Shanghai Online homepage (and several other key entertainment sections) for Maxwell House banner ads as well as a “What’s On” icon (detailing the latest entertainment events in Shanghai).
Creative Focus:
Abiding by the Media Plan set forward by Mindshare, Ogilvy Interactive is commissioned to develop the total Maxwell House online presence;
this current phase including the main website and associated banner ads / icons for the Shanghai Online homepage / section sponsorships.
Drive people to the discussion forum.
“The month’s Hot Topic” (and the following monthly topics) are the essence of the entire campaign, this active engagement with the audience pulls all media together.
1)
Visual Restrictions:
Use the major elements from the Hot Topic print ads: - photo’s of people / items of comparison must be kept black and white - must display Maxwell House logo in reasonable position as in print ad - must display red “Cups” together and in logical location similar to print ad - font for hot topic should be clear, bold and prominent (charging the feeling of an important, provocative discussion, something that should be engaged in) - display the three-in-one product shots in a minor but logical position
2)
Existing Material Analysis: After reviewing the confirmed print ads, radio show and TV sponsorship materials, the following guidelines are to be used for the website: - The Hot Topic discussion forum must be the most prominent element on the homepage, as well as being available from all other pages in the site (the Hot Topic forum is “Sticky”, it can be accessed from anywhere in the site). - The Maxwell House logo will take the second most consistent visual element position on the webpages - The Three-in-One product shot (as seen in the print ad), will take a comparitively minor position on the homepage.
3)
Visual Flow: According to the confirmed print materials,
the general visual flow for major elements (where the graphics tell the audience’s eyes to go) moves in this fashion: - from the Maxwell House logo (this is a minor element due to the campaign focus on the Hot Topic),
- to the Hot Topic (center black and white visual followed by provocative text question),
- to the Three-in-One product shot (the product supports the Activity, which is held beneath the Maxwell House brand)
4)
Text Flow: According to the confirmed concept of a discussion forum, combined with the level of focus on this forum, the following text flow will appear on the website and in other interactive products for this phase: - prominent, quick and engaging text (same as in all other media) on the homepage written to pull people efficiently to the discussion forum - people will be persuaded to take interest in Maxwell House brand coffee products by offering them interesting coffee-focused information such as: (recipes, different types of coffee, coffee-centric articles submitted by other users). This type of content arrangement will make common page viewers turn into active participants. - Users will be asked ‘What do you think’ – ‘您觉得呢？’ type of inquiries at logical areas in order to bring about more discussion opportunities.
