*This is a real creative brief for an international digital brand.

For privacy reasons, the brand name was

covered in ■■■■■.

___________________________________________________________________

BUILIDING A DIGITAL STRATEGY

Objectives:
Develop a digital strategy that enables ■■■■■ to become a transparent, close, and humane brand, with
innovative digital services that help every day in the lives of millions. A brand that transmits in all its
channels that the customer is the center of everything we do at each point of contact.

Our challenge
Position ■■■■■ as the leading brand in:Digital community (networks, web visits, active users in apps):
The brand that grows the most in users of social networks, share of buzz, visits on the web and the
highest growth of users in our digital products.

Positive engagement: the contacts should be the most shared / positively viralized in - and generate
greater reach than other brands. Also, generate a positive conversation around the brand. Through
content that contributes, empowers and excites the community. Currently social networks have an
important mention about claims for services, we want to minimize these claims and enhance those that
add and build brand.
Demonstrate that we have the best differentials: The best network to connect to what you like, the
largest coverage in the country, innovative services, premium access to exclusive apps to be a customer,
make payments from your electronic wallet and receive benefits for doing so, and more. Being a client
gives you differentials that no other companies in the same field have.

Help to understand: Those who know the most about the use of Smartphones and related services -
must be our clients. In this journey towards a digital lifestyle, we want to help our clients understand
how the new Smartphone they acquired works, how the apps work before they are installed, to use ■■■
to watch the series they like, etc. We go hand in hand, we empower suggestions, and we tell them
everything they need.

Be the closest: Provide the best service via digital channels, generate new and digital solutions that help
our clients save time, examples: online chat, orders through the online store, [Link]: In addition
to launching innovative products that satisfy and change the behavior of millions of Paraguayans. We
also want to hold events that help us position ourselves as an innovative and trendy brand.

Target:
Our products are aimed at all people who need to purchase a Smartphone, TY plan or home internet or
some solution for their business.
We have to reach each segment according to its behavior, to give a segment reference:
 • NON-SMARTPHONE USERS
o Basic user: Does not use internet
o Social activist: Use the internet at your home or office

• SMARTPHONES USERS
o Apprentice: You do not need to be connected all the time, use only basic applications on
your Smartphone.
o Digital Maestro: You need to be connected all the time. Learn about the latest apps and
stay updated.

Reasons to believe:
- It is a brand by nature innovative, it is easy to find, it has the best coverage in the country and it has
revolutionized the cell phone market in
with the different products and services that it has launched. In addition, -it is the brand that invests the
most in ••• ■ social projects and technology, providing connectivity to thousands of ■■■■ the best
network in the country.

Business products to promote:

• The best Smartphones and content for your mobile
• Key products: Apps
• Smartphones - Online Store
• Your life easier. With your wallet you do not need cash to carry out mini-charges to your phone,
send money, pay your bills and fees or pay at businesses that are in the network of ■■■■.
• Star (TV + Internet Hagar)
• Business (corporate solutions)
• SMEs and large companies

Conversational axes (order of importance):

• Sports
• Music
• Transversal education (Most consulted topics on Smartphones, Home and Money: facts,
infographic, audiovisual content or article)
• User-generated content
• TV Contents (series, premieres, movies, etc.
• CSR or Corporate Social Responsibility
• Trends, tech & innovation

Tone:
• Nearby, where digital and technology help you make your day to day better
• Youth
• Cool-factor
• Sincere and transparent

Digital Platforms (in which we are currently):

• Facebook
• Twitter
• lnstagram
• Youtube
• Periscope
• Snapchat
• Medium
• Foursquare

Entregables para el pitch:

Se debera presentar una estrategia que incluya:

DELIVERABLES MUST:
• Digital strategy, taking into account the tone of each platform and the different business units.
o The strategy should also consider: How do we position the great differentials in the
audience: Best network in the country, best apps, etc?

• If they had the mark, what would they do differently and why?
• Innovative and disruptive tactical actions for each social platform mentioned to leverage the different
business units and challenges mentioned.
• Management of half payments for:
o Branding campaigns (impact reach, engage, video views)
o Performance campaigns (app downloads, e-commerce leads, leads, etc)

• Proposal for a work team dedicated to the project taking into account the reference below. (Name,
Surname, Experience and specify roles)

OPTIONAL DELIVERABLES:

• Examples of creatives about how we will achieve our goal / challenge from digital platforms (GIF,
videos, JPG, etc)
• Social listening: eat we will take advantage of social listening to empower and generate
opportunities.
• Influencers and celebs Management Plan.
• Measurement tools and dashboards
• Digital funnel: reach, engage, conversions.
• Communication management in cases of crisis (cancellation of an offer, weather event, important
signal card, etc.)
• Stock Gantt

Digital Equipment (reference):

AGENCY
 1 Digital Creative Director (100%)
 1 account executive (100%)
 or 2 creative designers (100%)
  1 CM indoor / Outdoor Senior (100%) - Must be able to handle the mentioned platforms (FB,
TW, INST, YT, SNAP, etc)
 Audiovisual equipment (*)
 1 photographer PRO -1 CM outdoor
 1 web designer / developer
 1 creative writer
 1 analyst / reporting (100%)
 1 digital media planner / PR Manager (amplification management in paid media, influencers and
celebrities.
IN-HOUSE (hired by the agency)
 1 digital graphic designer (digital pieces + web)
 1 Social listener

The work team should be flexible for holidays, special dates and weekends that require special
coverage.
(*) The audiovisual team will be on-demand and capable of performing the following tasks:
 Coverage of events with professional photography and shareable in real time to digital channels.
 Materials will not need post-production.
 Videos for social networks.
 Livestream: For Periscope and Facebook
 Equipment for coverage: Drones, Go-Pro and Smartphone of high photographic quality.

OBSERVATIONS:
With the agenda that is awarded, a 12-month contract will be signed.
The fee is divided into fixed and variable.
The contract will establish objectives and penalties for non-compliance and delays. Penalties will be
applied on the variable.
In the case of international agencies, the ideal would be for them to have a local team or partner with
local agendas for logistics and creative roles.

Tender TIMES

Launch of Agendas briefing: June 06

• Deadline for submission of proposals: -

• Award: -

• Term of contract:

Note: Only proposals will be received through - the point of contact is only the Purchasing Department.

The queries they have should be sent through the system using the message area. Each proposal must
contain (in separate files) the fee and the proposed strategic plan considering the points requested

above. The more detailed the presentations, the better.