NORTHERN PLANNER

Okay, so following on from this post, it's case study time .

Everything will be broken down into a simple structure I want you to follow in your task:

ISSUE – what's the busines problem we're solving

INSIGHT – what the human behaviour driving the issue and what further insight unlocks it?

IDEA- what core role does communications therfore need to assume? will help us get there?

IMPLEMENTION – so what does that idea actually mean in practise?

First of all, here's some thinking behind a film launches. 

Sex and the City 2. Awful, awful film. 

ISSUE The first film had been a roaring success, and wasn't a critical disaster either. But the studio knew the new film wasn't very good. It was dreadful. They had to get the footfall into the theatres despite of this. 

INSIGHT Analysis of WHY women really loved Sex and the City showed it had little to do with the quality of the content anyway. It was a phenomenon, it was about belonging. They also looked at how the audience had enjoyed the last film. They had dressed up, they had enjoyed pre and post film cocktails. They had left reality and wholeheartedly entered the escapist world of Carrie and her cronies

IDEA

Reinforce why women around the world love Sex and the City

By positioning the new film as the ultimate night out with the girls

IMPLEMENTARION

Three clear sub-tasks came from that:

1. Tap into shared moments with the girls

2. Create buzz and momentum with added experiential 'big night out' content and added value 

3. Tap into moments when the desire, anticipation or preparation for the big night out are strongest

Hopefully you can see the cross agency brief arising directly from this. 

Hope it makes sense.