More case studies for the APSOTW project. All being well, the task will be set on Wednesday.
Dead busy, I'll apologise for even more typos and stuff than usual. Need to priorities getting this stuff out there.
Hopefully, you're getting familiar with the comms planning format....
The new Sherlock Holmes film is action packed re-boot, but viewers right now have unhelpful associations with old fahioned deerstalkers and crusty Sunday evening telly on ITV
James Bond films are having a renaiassance thanks to the Daniel Craig re-boot tapping into the growing 'Bourne Identity' complicated man of action archetype.
Project Sherlock as cooler and more original than James Bond
Credibliity - partnerships with authorities in modern 'maleness'
Scale - act with confident swagger in places where lots of young men with something about them come for entertainment
Encouragement - interactive tools that draw you into a world at least as exciting and dangerous as Bond.
We haven't been able to repeat the success of the Cadbury Gorilla
The Gorilla was naturally adopted and shared like wildfire, therefore our young audience felt involved, like the best of modern entertainment, the story was shared with it's adopters.
Act more like Walt Disney and less like an FMCG - bring alive the spirit of Glass and Half Full Products in the manner of the worlds largest entertainment brand, where the film is only the tip of the experience
Create magical moments for people to participate in from Saturday night TV to mass participation games in cinemas and at the O2 through to interactive eyebrow jiggling competitions on the MSN homepage
IRN BRU's share is being threatened by the growth of energy drinks
Today's youth generation is dealing with austerity by knuckling down, but perversely, this also means they're also looking for moments of release
IRN-BRU is Scotland's original energy drink, it fortified steel workers a hundred years ago and today is Scotland's favourite hangover cure
Dramatise the fact that IRN-BRU gets you through difficult situations, no matter how tricky and enendurable
1. Fame - Get the nation talking about IRN-BRU core role in their lives, with that familair maverick twist
2. Entertain the youth audience where they seek non-broadcast entertainment
3. Get people talking about their own 'gets you through moments'