992585 - Word Cup assets design & copy

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Gregory Jost]

>>Project/Request Title:
Word Cup assets design & copy

>>Project Overview:
PROJECT BACKGROUND
The FIFA World Cup is the world’s largest single sporting event with the event’s last edition in 2010 reaching 3.2 billion people all over the world. In 2014, the competition will take place in Brazil, one of our key Firefox OS markets, from June 12 to July 13.

GOAL
Join the global celebration  through a multi-channel campaign to increases brand loyalty and product usage.

Brand objectives
* further establish Firefox as a lifestyle brand
* increase brand affinity and loyalty

Product KPIs
* Firefox desktop and android usage time
* Firefox OS sales and app installs

CAMPAIGN OVERVIEW
* campaign basecamp hub: https://basecamp.com/1897137/projects/5165729-brazil-2014-world
* campaign deck: https://drive.google.com/a/mozilla.com/file/d/0B1pIp8aRb9-GZHJCQ1JzbkI0ek0/edit?usp=sharing
* elements & work-back schedule: https://docs.google.com/a/mozilla.com/spreadsheets/d/1UXQe3CsCfaR2zG1Y0Fm3GrY-weGrd0skjoL22NxtkUI/edit#gid=0


>> Creative Help Needed:
Copy:    Yes 
Design:  Yes 
Video:   No 
Other:  No

>>Creative Specs:
Here is a comprehensive list of assets needed as of today. Specific bugs will be filed separately and contain more detailed specs where necessary.

1/ About:Home takeover

2/ Goal.com desktop sidebar
* Desktop snippets (design & copy)
* MDN banner (design & copy)
* AMO banner (design & copy)
* PR blog graphics
* New Tab tile (design & copy)
* Moz.org banner (design & copy)

3/ Goal.com Firefox for Android Home List
* Mobile snippets (design & copy)

4/ Goal.com Firefox OS app
* Marketplace promo (design & copy)
* Email one-off Marketplace (design & copy)

5/ Social media engagement
* Social media posts - FB & Twitter (design & copy)
* Newsletter June story (design & copy)
* Email one-off sidebar (design & copy)
* Email one-off Android list (design & copy)

6/ Jersey contest
* Jersey design
* Jersey contest poster (design & copy)
* Sample social posts (design & copy)
* Facebook group banner
* Sample email copy


>>CTA and Design:
We want to keep building on the Live What You Love platform created for VTCS, extend it to Football and pave the way for future uses. Let’s scale it up! Also, and this is up for discussion, I would like to explore adding our partner's logo (Goal.com), similarly to the way we added the VTCS logo.

CTAs
The CTAs will vary on the channel. Except for the social media piece, each channel will redirect to a specific Goal.com product implementation (desktop sidebar, Firefox for Android List, Firefox OS app). We will specify in each bug to make sure this is clear.

DIRECTIONS
The creative should communicate a sense of celebration and empowerment as Firefox connects you with one of the most popular world events.

In addition to the Firefox references, key visual themes to highlight on the creatives are:
- Football (ball, jerseys, green pitch/field...)
- Celebration (crowds, supporters, costumes, confettis...)
- Brazil (flag colors, dancing/music - the theme for the World Cup is "All in One Rhythm”...)

In addition, here are a few interesting parallels between Firefox and FIFA's values:
- mission to build a better world (through technology for Firefox, and through the game for FIFA)
- reaching out to the less favoured (access & democratization)
- fair play (how you do things matters as much as why you do things)
- protecting standards so everyone can participate (rules of the game, tech standards, interoperability)

>>Creative Due Date:
2014-05-15

>>Launch Date:
2014-06-12

>>Mozilla Goal:
Firefox Browser

>>Points of Contact:
[e-mail]

Comment 1

[John Slater]

Hey Greg. Can you elaborate on what you mean by building on the Live What You Love platform? Is there a visual or copy implication from that, or is that a background concept?

Also, when do you think those individual bugs will be filed? It's hard to get a definite sense of schedule from this one (although it's great for scope).

Comment 2

[Gregory Jost]

Update: John and I discussed this and agreed that design is going to be outsourced to HDSF. I am going to follow-up and file copy bugs for this shortly.

With regards to the messaging, we also discussed ways to use the Live What You Love platform and we can explore potential uses further in individual bugs. The main idea here being that we should use this as inspiration although it doesn't necessarily have to turn into a headline. John, feel free to correct/comment if I'm not capturing this properly.

Comment 3

[Lizz Noonan - she/her (:lizzn)]

Hey Greg - we're not on track for the currently set due date (obviously). Can you update the due date?

Thanks!
Lizz

Comment 4

[Jennifer Balaco]

I'm going to resolve this bug, since the World Cup is over!