CREATIVE BRIEF

I. BACKGROUND
Write the business/ client’s situation in this section and why they need to communicate. The
marketing objectives shall be put in this section.
OBH Combi adalah obat yang dapat digunakan untuk meredakan batuk yang
disertai gejala flu seperti demam, sakit kepala, bersin, dan hidung tersumbat
II. COMMUNICATION OBJECTIVES
Write a specific and attainable objective by communication. Never ambigous and overloaded.
Mengkomunikasikan Obat batuk OBH yang mampu meredakan batuk yang di
sertai gejala flu seperti demam, sakit kepala, bersin, dan hidung tersumbat

III. TARGETED AUDIENCE + KEY CONSUMER INSIGHT

Specify your audience demographic and psychographic and write the one consumer insight that
will connect the consumer and the product/ brand.
Khalayak sasaran
Laki-laki dan perempuan, 5 - 60 tahun, tinggal di area perkotaan dan pinggir
perkotaan, konsumen kalangan A,B,C , khalayak dengan keluarga yang hidup
sehat

IV. PROPOSITION
Write a single minded unique and powerful proposition to persuade the audience.
Obat dengan bentuk sirup yang mampu menghilangkan batuk, pilek dan flu

V. OTHERS

 REASON TO BELIEVE
What supports the proposition? This can be product benefit, a feature, an ingredient, a design
element, or consumer emotion.
Sebagai brand obat batuk yang ampuh dalam meredakan batuk, flu dan sakit
kepala

 TONE & MANNER

Non-conflicting words that explain how we’re going to communicate. It could be the desireable
image, the feel, the expression, and the vibe of the product/ brand .
Lucu, persuasif, informative

 LIMITATIONS & MANDATORY

Any given “must do” or “must not do” in line with corporate/ management policies, givernment
policies, social norm and values, and etc .
Cepat dalam mengatasi batuk, pilek dan flu
 COMPETITORS
What products/ brands are competing and their promises.
Vicks formula 44
Siladex cought and cold
Woods
Komix

 MEDIA USE
Determine which media that effectively used to communicate to the audiences and considering
the marketing communication budget.
Tvc, social media

 SCHEDULE
Specify the time frame/ important dates to be considered. Including the review schedule and the
presentation schedule.
Presentation in class(?)