This was a creative brief that was part of a job application and was the same as that given to the internal creative team. The summary of the brief was as follows:

 

TITLE
2014/15 Half Season Tickets

 

BRIEF
What is the business issue we need to address?
We need to sell 1000+ Half Season Tickets to hit target

Target groups are families as well as single purchasers across all age groups.

 

Key messages?
• Half Season Tickets on sale from Friday 7 November
• Kids and Junior prices frozen: £50 and from £99
• Adults start from £320
• First game – Everton v Manchester City Saturday 10 January
• 10 games including Man City, Liverpool, Man Utd, Spurs
• 0% for 6 months offer from Everton MasterCard
• Save 10% on match by match prices
• The perfect Christmas present
• Guarantee same seat for 10 league home games and get priority access to Cup comp tickets

 

I took 3 approaches - player led, supporters led and Christmas led and applied what I considered the key messages breakdown for the media which in this case was poster/billboard format. Other key messages I explained would be more applicable to specific pieces - e.g. MasterCard specifics for an application form.

The overall response was that the presentation had met the brief but they were looking at a creative style that challenged the brief more.

 

The campaign style that was used is shown at the end.