Related Posts
Chief
I hate going to the Apple Store nowadays.
"Oh, sorry to disturb you"
Back to your regularly scheduled programming
The Deloitte Crew
Anyone ever heard of or worked for Sygnia?
Additional Posts in Copywriters
Who’s working in house in LA? Where? Doing what?
New to Fishbowl?
Download the Fishbowl app to
unlock all discussions on Fishbowl.
unlock all discussions on Fishbowl.
First, congrats on getting to the second round. No mean feat.
When you say ‘writing an activation brief’ do you mean you’ve been given an activation brief to concept against or actual write a brief? I assume the former but I’m 3 beers down watching the game :)
If you’re looking for good examples of activation ideas, hit up activationideas.com, they have case studies of the best activation ideas from around the world.
Essentially, an activation idea is something that brings a brand idea to life in a way that engages the audience in some kind of interactive way. That could be physical or digital. Personally, I think some of the most interesting ideas these days are activations, so if you’re test to answer an activation brief I would say have as much fun as possible.
If your test is to write an activation brief, I’d still look at those sites and retroactively imagine what the brief would have been. Usually it will be about focusing on a specific problem or opportunity with a specific audience, and trying to elicit a response or action.
Happy to help if you wanna drop questions here.
Thank you so much for this! This is exactly the kind of direction I needed.
Just somehow figure out a way to use a vending machine, a claw machine or Life360. You’ll be fine. But if they’re asking you to write a brief, activation or otherwise, that’s not the job of a Jr. Copywriter. Maybe they’re wanting you to take a lot of information and distill it down into a single thought? Even if that’s the case, still rather odd in my experience.
That's what I thought too but I guess it's normal these days? I'm going to try my best.
I’m happy to take a look at the brief and help interpret/ give a little direction. I don’t think that’s unethical as ideally you’ll have a CD providing direction in the job too.
Usually strategy and account write briefs. Why are you being asked to do that?
"A brand activation brief should outline the chosen activation channels and tactics that align with the objectives and target audience. This could include social media campaigns, influencer partnerships, experiential events (actual in-person promotions), or a combination of various approaches."