Creative Brief

Client Information: FreeCreditReport.com
Project: To make a catchy commercial advertising freecreditreport.com
Prepared By: The Martin Agency creative team
Approved By: Freecreditreport.com
Background/Overview: This is a free website that consumers can go to to check their credit score. It gives an accurate score and is completely free for the consumer. We will measure the effectiveness of this ad by seeing how many people visit the site after the ads are put out compared to before it was advertised.
What is the objective, the purpose of the ad? The purpose of this ad is to introduce freecreditreport.com to consumers and to get them interested in checking their credit score.
Target Audience: Who are we talking to? The target audience for this commercial is really anyone who has a bad credit score that wants to see what all is on it and what their score is and just anyone else that is wanting to know what their credit score is.
What's the single most important thing we want to say? We want to say that with bad credit it can ruin a lot of things so you should check yours to make sure you know your credit score.
What are the supporting rational and emotional reasons to act or believe? This commercial shows a real life situation of someone trying to get a car but since they have bad credit they have to get a cheap car. This is an emotional reason that would make people want to act on or believe this ad. A lot of consumers have probably been through this, where they are trying to purchase something and their credit holds them back.
Mandatory elements, helpful information and insights: There are really no extra elements that need to be shown.
Schedule: What do we need from the creative team and when do we need it? We need a good commerical that will make people want to check this website out. Also we need it by the fall. Around the end of the year is when people really try to buy cars because the dealerships are marking down the newer cars since it is about to be a new year they will start having the newer cars. Also around Christmas time alot of people try to get credit cards so they can purchase more presents.

Billboard

A billboard that I really like is the Chick Fil A billboards. I think it is really neat how they have the cows look 3D and they are always cute billboards. They also have funny sayings with them. The Chick Fil A billboards are very unique and anytime you see the cows you know it is an advertisement for them. I think they did a really good job in their marketing.