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CreativeStatementforMaxwellHouseCoffeeWebsiteMediaPlanGuidelines:MindsharewillplaceMaxwellHouseHotTopicadvertisementsinvariousmediaincludingradio,televisionsponsorshipandprintads.MindsharewillalsonegotiateforspaceontheShanghaiOnlinehomepage(andseveralotherkeyentertainmentsections)forMaxwellHousebanneradsaswellasa“What’sOn”icon(detailingthelatestentertainmenteventsinShanghai).CreativeFocus:AbidingbytheMediaPlansetforwardbyMindshare,OgilvyInteractiveiscommissionedtodevelopthetotalMaxwellHouseonlinepresence;thiscurrentphaseincludingthemainwebsiteandassociatedbannerads/iconsfortheShanghaiOnlinehomepage/sectionsponsorships.Drivepeopletothediscussionforum.“Themonth’sHotTopic”(andthefollowingmonthlytopics)aretheessenceoftheentirecampaign,thisactiveengagementwiththeaudiencepullsallmediatogether.1)VisualRestrictions:UsethemajorelementsfromtheHotTopicprintads:-photo’sofpeople/itemsofcomparisonmustbekeptblackandwhite-mustdisplayMaxwellHouselogoinreasonablepositionasinprintad-mustdisplayred“Cups”togetherandinlogicallocationsimilartoprintad-fontforhottopicshouldbeclear,boldandprominent(chargingthefeelingofanimportant,provocativediscussion,somethingthatshouldbeengagedin)-displaythethree-in-oneproductshotsinaminorbutlogicalposition2)ExistingMaterialAnalysis:Afterreviewingtheconfirmedprintads,radioshowandTVsponsorshipmaterials,thefollowingguidelinesaretobeusedforthewebsite:-TheHotTopicdiscussionforummustbethemostprominentelementonthehomepage,aswellasbeingavailablefromallotherpagesinthesite(theHotTopicforumis“Sticky”,itcanbeaccessedfromanywhereinthesite).-TheMaxwellHouselogowilltakethesecondmostconsistentvisualelementpositiononthewebpages-TheThree-in-Oneproductshot(asseenintheprintad),willtakeacomparitivelyminorpositiononthehomepage.3)VisualFlow:Accordingtotheconfirmedprintmaterials,thegeneralvisualflowformajorelements(wherethegraphicstelltheaudience’seyestogo)movesinthisfashion:-fromtheMaxwellHouselogo(thisisaminorelementduetothecampaignfocusontheHotTopic),-totheHotTopic(centerblackandwhitevisualfollowedbyprovocativetextquestion),-totheThree-in-Oneproductshot(theproductsupportstheActivity,whichisheldbeneaththeMaxwellHousebrand)4)TextFlow:Accordingtotheconfirmedconceptofadiscussionforum,combinedwiththeleveloffocusonthisforum,thefollowingtextflowwillappearonthewebsiteandinotherinteractiveproductsforthisphase:-prominent,quickandengagingtext(sameasinallothermedia)onthehomepagewrittentopullpeopleefficientlytothediscussionforum-peoplewillbepersuadedtotakeinterestinMaxwellHousebrandcoffeeproductsbyofferingtheminterestingcoffee-focusedinformationsuchas:(recipes,differenttypesofcoffee,coffee-centricarticlessubmittedbyotherusers).Thistypeofcontentarrangementwillmakecommonpageviewersturnintoactiveparticipants.-Userswillbeasked‘Whatdoyouthink’–‘您觉得呢？’typeofinquiriesatlogicalareasinordertobringaboutmorediscussionopportunities.