Our target audience is all males and females, in all age brackets, all over the world and we want them to take action on a campaign that we want to go viral over social media – The Impossible Brief

The Impossible Brief is actually the worst (communication) for the most (people) for the least (result to us).

By attempting to target everybody, we actually reach nobody.

On the flipside, even if our specific target market are 35-55 Year Old, Male, Business to Business, Commercial Truck Buyers who are prepared to pay a premium – it doesn’t mean they’ll be the only ones who see it.

Rather than attempt an Impossible Brief, far better to target the best for the least for the most.