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Promax / BDA Asia Conference 2008

The Art House at The Old Parliament, Singapore

17-18 NOVEMBER

企劃部 / 視覺宣傳組 莊幼圭

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一、 關於 PROMAX/BDA

PROMAX/BDA 為全球歷史最悠久的電子媒體廣告行銷獎，自 1955 年舉

辦至今已超過半世紀，也是國際上最重要的媒體行銷論壇，有高達 4000

家來自全球 65 個國家的相關設計及媒體公司與會，舉辦地點遍佈全球五

大洲，以創新及領導世界媒體行銷產業發展為主旨。

二、 研討會主題

主 題 演講者 頭 銜 MEDIA PLANNING - A SLOT IN THE WRONG PLACE IS AS MUCH USE AS A BICYCLE IS TO A GOLDFISH

ALAN JAMES Head of Media Planning BBC

THAT WAS THEN/THIS IS NOW '08，THE ANIMAL PLANET 2008 RELAUNCH

ALEXIS R. BRUNNER

Vice President/Creative Director Animal Planet Media

HE TURNS YOU ON - HE TURNS YOU OFF

ANDREAS UIKER

Vice President RTL II Television

THE CHANNEL TRANSFORMERS ANDY BRYANT

Director, Creative Red Bee Media

SHOULD CREATIVES THINK LIKE AN OTAKU?

DANNY CHOO

Representative Director,Mirai Inc

BEYOND THE ROPES: WWE CREATES ENDURING SUCCESS ON ITS OWN TERMS

ED WELLS Vice President & General Manager WWE Japan

CREATIVE DEVELOPMENT IN THE NEW ANIMATED MARKETPLACE

ERIC CALDERON

CEO, Wild Boar Media

TRAILBLAZING CREATIVE WITH EVER-SHRINKING BUDGETS

JAMES CAHILL

President & CEO, Heat Seeking Multimedia Creative Director, The 101 Network DIRECTV

HOW TO WORK BETTER JENS HERTZUM

Creative Director of BDA Sydney

ONE BRAND, MANY PLATFORMS KEVIN ARATARI

Managing Director, Mocean

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HOW CAN A LOGO BE THE BIG IDEA? KEVIN ARATARI

Creative Director, Elevated Lab

WRITE WITH BALLS LINDA BUTTON

ECD Tooth+Nail

三、 重點摘要

（一）RE-BRANDING 議題

本屆亞洲區研討會的議題豐富多元，大會採用兩個會場同時進行，因應本

會將於明年進行頻道品牌包裝整體改版之需求，適逢本次研討會中亦有關於頻

道品牌重新定位與包裝之實例發表，如動物星球頻道、BBC THREE，它們要

RE-BRANDING 的原因為何 ? 改變觀眾所熟悉的品牌形象風險不小為何仍要

繼續 ? 這些經驗可供本會參考。

◎ The Animal Planet

動物星球頻道成立於 1996 年，是唯一探索人類與動物關係的頻道，多年來

其頻道形象為教育性、真實性、安靜的、令人尊敬的，是家庭的好友，其觀眾

輪廓多為兒童、親子或年長者。為了拓展市場佔有率與業務行銷，動物星球頻

道必須吸引更多的新觀眾群的加入，2008 年他們決定重新定位品牌形象為娛樂

性頻道，以「SAME PLANET . DIFFERENT WORLD」重新出發，強調 MORE FUN

AND SEX，更以「ENTERTAINMENT HAS A NEW FACE」為訴求，宣傳「動

物星球頻道」成為娛樂節目的新紀元，並依步驟進行頻道包裝與宣傳，從

LOGO、PROMO、DM、廣告、網站…等呈現，其表現風格完全跳脫以往 LOGO

以 2D 擬動物化的趣味手法，改以 3D 動物形象來製作，色彩風格採用濃烈的原

色系—紅、黃、藍、綠，在在顯示想長大的企圖。

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NEW LOGO

新舊 LOGO 比對

◎ BBC THREE

觀眾群：16-34 歲

目標：成為英國青年文化的領導品牌，佔有率超過 40%

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舊 LOGO

BBC THREE 曾經針對年輕人作一份市調，得到的答案是「Don’t really

watch it.Don’t know」「Haven’t really noticed it much」，為了吸引年輕人的認同與

注意，將使用五年的 LOGO 與頻道包裝更新，並透過多元的平台來宣傳，尤其

是網路，而設計風格以霓紅燈色系搭配「TUBE」元素來連結頻道與觀眾，無論

LOGO、PROMO、WEB SITE、DM 都可看見此元素。與 The Animal Planet 一

樣，BBC THREE 的視覺設計擺脫童趣感，傾向時尚感設計。而重新設計的頻道

包裝與節目內容，也確實為他們帶來好成績。

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NEW LOGO

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（二）PROMO 製作要訣

PRPMO 屬於精簡的傳播產品，具備形式短小的資訊娛樂，及頻道品牌的延伸。

一個 PROMO 的組成元素有視覺與聽覺兩部分。

視覺元素：Stock footage、Shot footage、Channel branding、Graphics。

聲音元素：Scripted Voice Over、SOT、Music、Sound Effects。

如何做好一支 PROMO？

一次只做一件事（Do One Thing At A Time）：注意每一個 PROMO 的各

個基本要素，然後檢視每則 PROMO 有一個創意決策，一則 PROMO 一個創

意。一則 PROMO 太多創意與主題，反而無效。如何著手製作 PROMO？以

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下 PROMO 製作基本流程可供參考 ----

1. Audio selection.

2. Script.

3. View, Log, Select shots.

4. Revise script and audio if necessary.

5. Edit.

6. Graphics.

7. Voice and Mix

除了基本動作外，最重要是對於 PROMO 應有的態度----提高創意的影響力、

加強單一主題、保持視覺與聽覺設計的一貫性。

了解問題（Know The Problem）：每個頻道都有許多鏡宣的資源問題與瓶

頸，如何在困難中做好工作？要秉持著創意的思考來接受問題，然後採取最

有利的方法來解決。如何做？

1. narrows the brief.

2. has the solution within.

3. becomes a rewarding part of a creative’s job if solved.

學習傾聽（Learn To Listen）：無論是家人、同事、你喜歡的藝術家、或

路人....，這些都是研究與學習的對象，他們都是你的的觀眾。而如何在產生

一個好的創意點子，如何進行有效的動腦會議，以下有些原則供參考──

Rules of Brainstorming:

1. Don’t have too many in the group…

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2. Don’t tell people it will never work…

3. Don’t tell people that’s a bad idea…

4. Have fun, laugh, go bananas…

5. LISTEN.

6. REPEAT and HONE the STRONGER IDEAS

學習提出問題（Learn To Ask Question）：

「One who asks a question is a fool for five minutes, one who doesn’t is

a fool forever. 」 勇於提出問題，對自己的工作與創意有莫大助益，常與

你的工作團隊溝通，多與你的觀眾溝通。

以 THE HISTORY CHANNEL 為例，推出時的頻道包裝就以「KNOW

WHERE YOU STAND」為主題做了一系列形象短片，藉由歷史場景的今昔

對比，如柏林圍牆的今日與從前，歷史頻道針對它的觀眾創造了一個附加價

值、在地化、令人感動並可接觸的經驗。他們橫跨所有的平台去分享這個品

牌，讓觀眾成為品牌的所有者。

改變是不可避免的（Accept Change As Inevitable）：

紐西蘭 SKY ONE 重新定頻、品牌重整、及重新宣傳之案例，本案執行公司

BDA 設計製作公司經驗分享。

Their most high rating GE channel was to be given a purely male skew

16+.

＊ After some serious Brand template sessions, research and

meetings, a few names

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were shortlisted.

＊ We were requested for early logo development.

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IT WAS DECIDED OUR CLIENT SETTLED ON

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經過一至二週，推翻先前設計，重新發想

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IT WAS DECIDED OUR CLIENT SETTLED ON

再經過一至二週，推翻先前設計，重新發想

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FINALLY OUR CLIENT SETTLED ON

HEAD OF AD SALES WENT RABID AND GOT THE FEAR

SKY ONE WAS TO REMAIN GENERAL ENTERTAINMENT

AFTERALL… NO MALE SKEW

DOG WAS PUT DOWN

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SO LEARN TO LET GO，ENJOY THE CHANGES，

THEY’RE INEVITABLEAND MAYBE FOR THE BETTER…

容許犯錯（Admit Mistakes）：容許犯錯是很重要的，不僅可以從錯誤中自

我學習，更重要是與工作團隊建立信任感。

1. Learn from mistakes…

2. Success only comes through failures…

3. To never to have failed is never to have lived…

4. Admitting to mistakes strengthens bonds…

5. Establishes trust amongst the team.

6. Fix problems or mistakes as you go.

SAY IT SIMPLE

1. A simple idea is often the strongest idea.

2. A good print ad presents a singular proposition in its purest form.

3. All good print ads demonstrate the beginnings of a possible moving

image piece.

保持心情愉快（BE CALM AND SMILE）

1. To stay calm...is to be fully prepared.

2. So if anything goes wrong unexpectedly, you can focus on trouble

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shooting that.

3. We work in the fastest, craziest, most imaginative industry in the

world.

4. We get paid for telling stories, drawing pictures and communicating

with people.

5. What’s not to smile about…?

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四、 競 賽

Promax/BDA 的獎項遍及世界各區，在相關領域中具有權威性與指標性，且

被大學院校視為培育廣告、行銷與設計的專業場域。今年，本會高畫質頻道 HiHD

的頻道 ID 由委製廠商 JL DESIGN 報名參加 Promax/BDA 亞洲區競賽，榮獲最佳

頻道包裝的金獎。未來，本會的頻道包裝與廣告或節目 PROMO 作品，除了金

鐘獎的頻道廣獎獎能參賽外，Promax/BDA 的競賽完全針對此專業領域，獎項分

類細緻，值得本會積極參與和觀摩交流，藉此提升頻道包裝與宣傳的創意與品

質。

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（BEST ON-AIR IDENT_ Gold）

【PROMAX 獎項分類】

1. BEST IN HOUSE STATION IMAGE PROMO Any on-air branding device for a channel, platform or service. Maximum duration = 60 seconds. Single category. 2. BEST OUT-OF-HOUSE STATION IMAGE PROMO Any on-air branding device for a channel, platform or service. Maximum duration = 60 seconds. Single category. 3. BEST MOVIE PROMO Any on-air promo for a movie. Maximum duration = 60 seconds. Single category.

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4. BEST MOVIE CAMPAIGN Any on-air campaign for a movie. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 5. BEST DRAMA PROMO Any on-air promo for a drama. Maximum duration = 60 seconds. Single category. 6. BEST DRAMA CAMPAIGN Any on-air campaign for a drama. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 7. BEST SPORTS PROMO Any on-air promo for a sports programme. Maximum duration = 60 seconds. Single spot. 8. BEST SPORTS CAMPAIGN Any on-air campaign for a sports programme. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 9. BEST CHILDREN'S PROGRAMME PROMO Any on-air promo for a children's programme. Maximum duration = 60 seconds. Single category. 10. BEST CHILDREN'S PROGRAMME CAMPAIGN Any on-air campaign for a children's programme. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 11. BEST COMEDY PROMO Any on-air promotion for a comedy show. Maximum duration = 60 seconds. Single category. 12. BEST COMEDY CAMPAIGN Any on-air campaign for a comedy programme. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 13. BEST ENTERTAINMENT/VARIETY PROMO Any on-air promo for an entertainment programme.

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Maximum duration = 60 seconds. Single category. 14. BEST ENTERTAINMENT/VARIETY CAMPAIGN Any on-air campaign for an entertainment programme. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 15. BEST REALITY PROMO Any on-air promo for a reality programme. Maximum duration = 60 seconds. Single category. 16. BEST REALITY CAMPAIGN Any on-air campaign for a reality programme. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 17. BEST DOCUMENTARY PROMO Any on-air promo for a documentary programme. Maximum duration = 60 seconds. Single category. 18. BEST DOCUMENTARY CAMPAIGN Any on-air campaign for a documentary programme. Up to 5 spots (minimum 2). Maximum duration = 60 seconds each. Campaign category. 19. BEST HOLIDAY/SEASONAL PROMO Any on-air promo for holiday/seasonal channel or programme. Up to 3 spots. Maximum duration = 60 seconds each. Single category. 20. BEST LEISURE & LIFESTYLE PROMO Any on-air promo for leisure or lifestyle programming or season including daytime makeover, how to, cookery, travel, shopping or fashion programming. Maximum duration = 60 seconds. Single category. 21. BEST NEWS/CURRENT AFFAIRS PROMO Any on-air promo for news or current affairs programme. Maximum duration = 60 seconds. Single category. 22. BEST SPECIAL EVENT PROMO Any on-air promo for a special event including telethons, charities, roadshows, contests, anniversaries, special, etc. EXCLUDING public service announcements.

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Up to 3 spots. Maximum duration = 60 seconds each. Single category. 23. BEST SOUND DESIGN Any on-air promo or radio commercial demonstrating excellence in sound design. Maximum duration = 90 seconds. Single category. 24. BEST SCRIPT Any promo or radio commercial demonstrating creative and inventive copy-writing. Maximum duration = 60 seconds. Single category. 25. BEST EDITING Best use of editing to enhance an on-air promo. Maximum duration = 90 seconds. Single category. 26. BEST INTERSTITIAL Any interstitial for programme or series. Maximum duration = 2 minutes. Single category. 27. BEST INTERACTIVE PROMO Any promo that has an interactive ‘call for action’ element. Example. SMS, “vote now” campaigns, contest trailer. Maximum duration = 60 seconds. Single category. 28. BEST SALES & MARKETING PRESENTATION Any non-broadcast video promotion for a programme, platform, channel or service. Maximum duration = 3 minutes. Single category. 29. BEST INTEGRATED MARKETING CAMPAIGN Any integrated marketing campaign (any genre) for a channel or programme that uses multiplatform with at least 3 forms of media. Examples: on-air, off-air, radio, print, website, outdoor, sms. Maximum duration = 60 seconds each. Up to 5 related items (minimum 3) – please do not submit collateral material. Campaign category. 30. BEST PUBLIC SERVICE ANNOUNCEMENT Any promo designed to promote awareness of public service issues, social action or community service announcements made for television broadcast.

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Maximum duration = 60 seconds. Single category. 31. FUNNIEST SPOT Simply the most humorous television promo. Maximum duration = 60 seconds. Single category. 32. SOMETHING FOR NOTHING A ‘really’ simple but effective television promo produced inexpensively (equivalent to or less than USD100 with not more than 40-man-hours). No special effects/3D animation allowed. Maximum duration = 60 seconds. Single category. 33. BEST PROMO NOT USING PROGRAMME FOOTAGE Any promo not using original programme footage. Entries will be disqualified if found to contain any programme footage. Maximum duration = 60 seconds. Single category. 34. BEST BRAND-INTEGRATION PROMO New Any on air promo produced for a programme that integrates with the brand of a sponsor(s). Maximum duration = 90 seconds. Single category.