Creative Brief: Bubble Gum Interactive Application 2022

Running head: CREATIVE BRIEF
CREATIVE BRIEF
Name of the student:
Name of the university:
Author Note:

1
CREATIVE BRIEF
BUBBLE GUM INTERACTIVE
An entertainment based online video gaming studio of gaming technologies
founded on 2010 is based on Sydney, Australia. It is an application software
company in the gaming application industry being partnered with various big
gaming venture capitalists like Disney Studios.
Visit: www.bubbleguminteractive.com
IMC Plan Start date – 23rd April, 2020
End Date – 5th May, 2020
Company Mission
The company being an independent game
studio designs games for multi-player online
gaming for the kids who can play together and
increase the bond between the consumers.
Brand Statement
The online gaming brand is found to be the
most innovative family of entrepreneurs,
minds, innovators and professionals with an
undying passion of exploring the story telling
with famous characters and the creation of fun
environment for the children.
Branding Product
The launch of new online game with virtual
reality of adventure in the form of new gaming
product ‘Space Heroes Universe’ which is
directed towards the space adventure with a
new worldwide availability of gaming for kids.
Campaign’s objective
The campaign is directed towards promotion
of the new virtual world game ‘Space Heroes
Universe’ for the kids who are in the 6 to 12
years old age group in order to gain more
promotion and wide coverage among the
audience.
Key message
The message to be reached to the audience of
children and their parents is to find an
augmented reality of more exclusive gaming
experience with better features. It also stresses
the spread of the gaming application over 15
languages in 100 countries with diversity and
inclusion over gaming with various other
groups connecting globally on the gaming
platform.
Major selling idea
The most important unique selling proposition
statement of the branding of the game lies in
the diverse augmented first –ever virtual
reality game for the kids to connect together
and with multi-player features for the families
also to assist them. The customer needs which
the game will satisfy is the global platform
with different national languages and with
translator embedded in the system to connect
to the children. The characters and the story of
the adventure game is interesting with a visual
retreat for the eyes and with different levels for
the curiosity and the gaming fun to keep alive
till the end.

2
CREATIVE BRIEF
Target audience
The target audience for the campaign are the 6
to 12 years of children who will play the game
in their adolescence stage. The children will
require the support of parents often in terms of
legal identity verification to install and start
the game. The target audience who are indirect
are also the adults like any family member of
the child who is assisting in the process.
Market Segment
The target market segment are the adolescent
children who are in the verge of explorations
stage. At this stage, the children require the
cognitive development at a high scale along
with the socio-emotional development. This
game brings the high use of cognitive
knowledge to scale up the ladder in the space
adventure with various strategies and
techniques to use, preparing them for the
future cognitive abilities. The social
development is also enhanced through
connecting other children from other countries
with different races, culture and other
communities around the globe.
Characteristics of Target audience
The children from 6-12 years old are mostly
under the supervision of children with vision
to explore and have their own independent
thinking towards problem solving or decision
making. They try to think with real logic and
concepts rather thinking abstract while on
preschool age. The children are inclined
towards those games that will challenge them
and boost their energy while playing them.
The space adventure game with various
obstacles at each increasing level will teach
the children to cope up with the risks and the
decision making power to solve them.
Key Competitors
The key competitors for the other space
adventure games occupying the market of
children’s virtual online gaming are Elite
Dangerous, Universe Sandbox series, Dual
Universe, EVE Online, House of the Dying
Sun and Distant worlds. However, these
competitors have high market share in the
gaming industry online but most of them are
for adults. The main strength of the brand lies
here that the space sci-fi adventure game is
built especially for kids with simple
storytelling and language translation for
creating a special connection to the characters
in the story in a virtual reality world.
Communication channels
The communication channels in which the
campaign will run are social media like
Facebook, Instagram and Twitter. The Google
You Tube will feature the advertisements of
the game with channels subscribed as by the
parents. The child magazines online with
sponsored ads on the online gaming blogs will
feature the promotion of the brand.
Market positioning statement
The brand is to be positioned as per the Ansoff
matrix theory, on the existing market with
children as audience who are the loyal
customers and have been using the Bubblegum
virtual games for a long period of time. With a
new launch, a different market will prove
risky, due to which the brand is to be
promoted among the old consumers along with
the new audience like the parents of the
children. The market will be same, however
the positioning will be using differentiation
strategy in terms of product features like the
exclusive and premium features of gaming
visuals and the adventure story. The service
features for the high-end customers will be
extra language provisions with opportunities

3
CREATIVE BRIEF
for building large group of networking with
other children from various other countries.
Advertising appeal
The advertising appeal will be highly
emotional. The children of 6 to 12 years old
will be targeted with the emotions of
excitement for adventure in order to try out
new stud on the internet and also the
satisfaction of developing bond type of feeling
is to be used here. The fear appeal is to be
used for the children to not violate the game
rules and also not consider the playing of
game under illegal grounds especially for the
safety standards.
Tone of advertising message
Creative, Fun, inviting and humor
Advertising Execution Technique
The advertising execution technique is based
primarily on the animation and imagery. The
various animations forms with the space and
sci-fi imageries to support the background of
the space adventure. Finally, the dramatization
is to be done with sponsors who will advertise
the gaming brand with new trending messages
for the children especially in the exploring and
adventure side. The children can also be used
to feature in the advertisements as a support
system and brand ambassadors for the
promotion.
Advertising Delivery
The advertising delivery will be through brand
ambassadors as well as targeting the children’s
popular gaming shows and channels where as
per the global statistics, the various gaming
and cartoon channels in real television will
feature the ads. The virtual mode of delivery
will consist of online social media with direct
promotions. The advertising should also be
done in the form of guerrilla marketing in
various malls, outside children’s park,
museums and movie halls being the exclusive
spots for the crowds to gain the awareness and
knowledge of the game.
Execution Requirements
Online, Print and Real ads
Brand Voice
Compassionate, Fun and Understanding
Brand Insight
The game is built with story centric experience
in the space adventure with super agile
technologies for the children to play with
efficiency at the designed levels. The platform
of the game is as per the budget which vary
from country to country currency. The brand is
solely design to give the children a new and
engaging experience with the virtual reality
gaming world.
Big Picture of the Campaign
The big picture of the campaign lies in the
execution of the role playing of characters and
the virtual augmented reality screening of the
game to the children. The entertainment being
taken as shift from real to digital and to online
will help in behavioral modulation of the
children. The campaign will try to showcase
the cognitive behavioral design of the game
from the perspective of space wars and the
battle of planets from the astronomical
background. The campaign will have to take
inspiration from the Star Wars cartoon
promotion where the space battles at that time
were considered as a luxury visual treat for
eyes. The excitement and the interesting
enigma behind the games is to be portrayed
through the children demonstrating and
through celebrities sponsoring them in their
movie promotions sideways.
The creative element in campaign
The most creative way in which the space
adventure game branding can be is to
communicate with the children forums online
and children with diseases communities,
where the cognitive development and the
behavioral therapies are done at a high scale.
This game being a virtual reality service will
make the children especially with autism and
disabilities to gain new thoughts and skills
with coping mechanisms when playing with
the game. This will make the promotion of
online gaming of the brand more accessible
and gain a wide visibility across all platforms.
Issues in campaign
The frequency of the advertisements and in the
respective channels should as per the gaming
and entertainment board regulations should
provide the message of no illegal and harmful
practices through such online network of
communities during the gaming experience as

4
CREATIVE BRIEF
well children should not resort to violence with other children.
Bibliography
Dombrowski, M., & Dombrowski, J. (2017, July). Virtual reality games, therapeutic play and digital
healing. In International Conference on Distributed, Ambient, and Pervasive Interactions (pp.
587-596). Springer, Cham.
Kumar, V., & Reinartz, W. (2018). Campaign Management. In Customer Relationship Management
(pp. 207-235). Springer, Berlin, Heidelberg.
Lin, A. J., Chen, C. B., & Cheng, F. F. (2018). Virtual Reality Games for Health Care. In MATEC
Web of Conferences (Vol. 232, p. 01047). EDP Sciences.
Montero, Á., & Aedo, I. (2019). A Toolkit for Creating Cross-Reality Serious Games. In Games and
Learning Alliance: 7th International Conference, GALA 2018, Palermo, Italy, December 5-7,
2018, Proceedings (Vol. 11385, p. 297). Springer.
Ogawa, S. (2018). U.S. Patent No. 9,904,930. Washington, DC: U.S. Patent and Trademark Office.
Park, J. O. (2018). A study on visual tactility and spatial illusion in virtual reality games. Journal of
Digital Contents Society, 19(2), 229-236.