The rules for breaking DM creativity rules - Behind every successful DM campaign there is always a great creative idea

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This presentation takes us through some of the most creative and effective Direct Marketing and Direct Response campaigns, and reveals some rules which help us to break the existing rules and direct our mind to highly creative areas and new ideas. Some of the themes of this presentation:

* Don’t think DM, and create amazing Direct results
* Going out of digital to create surprising ideas for direct digital response
* Including PR as a key factor for successful direct concepts and ideas
* Destroying for creating, the” Shiva” principle in creativity
* Can we really draw the line between DM and the Non DM? does it make sense anymore?

Keynote Speaker: Yonathan Dominitz Founder of Mindscapes

Published in: Business, News & Politics
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The rules for breaking DM creativity rules - Behind every successful DM campaign there is always a great creative idea

  1. 1. The Rules for breaking DM creativity rulesTools for developing DM ideas & campaigns Yonathan Dominitz
  2. 2. Awarded creative ideasCommon thinking patterns
  3. 3. Practical thinking tools
  4. 4. Task: Launch a new online careerplatform for freelancers in Belgium
  5. 5. Target:get 5000 subscribers in 1st month
  6. 6. Insight:many freelancers are not paid on time
  7. 7. Duval Guillaume Brussels Direct Cannes Lion 2011
  8. 8. Problem: decrease in business due to crisis
  9. 9. Insight:in these times it’s harder to justify an expensive lunch to the CFO
  10. 10. Expense Report Generator Direct Cannes Lion
  11. 11. Expense Report Generator
  12. 12. video
  13. 13. Results:Measured media impressions 38,954,308
  14. 14. Results:150,000 set of receipt downloaded in two weeks
  15. 15. Results:Reservations up in 15%
  16. 16. • The brief:Promote a new book-a romantic adventure novel,through Direct Mailing.
  17. 17. • Insight:Reading a tear- jerking bookIndeed provokes tears .
  18. 18. Results:• Sales reached the level forecast for the whole month within the first week!
  19. 19. Results:• 70% of readers addressed ordered the book before the official sales launch.
  20. 20. + + Pattern?
  21. 21. Create a Product/ Service
  22. 22. Create a Product/ ServiceTransform the message/ brand idea into a new product or service
  23. 23. Create a Product/ ServicePromote and communicate it
  24. 24. Create a Product/ Service Through the exposure to the new product/ service the awareness ofthe core brand/message is reinforced
  25. 25. Nelka case- Costa Rica
  26. 26. The clients Brief:Attract foreign tourists
  27. 27. The problem: Small budget
  28. 28. idea: Instead,address Local drivers
  29. 29. The Insight:Drivers complain about thebad conditions of the roads
  30. 30. phase I:launch an anonymous websitewww.costaricaholes.com
  31. 31. Phase Iwww.costaricaholes.com
  32. 32. Phase II- the branding of the blog
  33. 33. Results:100% of fleet rented95% of renters were local
  34. 34. MTV Australia
  35. 35. The task:Attract new young subscribers
  36. 36. The problem:youth mistrust advertising
  37. 37. The challenge:Advertising Which doesn’t look likeAdvertising?
  38. 38. Snoop Dogg
  39. 39. Lowe & Rivet Sydney, Australia.MTV Australia
  40. 40. Results:X 3 more new subscribers
  41. 41. Doritos+ + Pattern?
  42. 42. Fight For a Cause
  43. 43. Brand Cause
  44. 44. DMSocial media cause Blogs Mobile
  45. 45. sympathyBrand Cause awareness
  46. 46. Crispin Porter + Bogusky, USA
  47. 47. HAKUHODO Japan
  48. 48. + + Pattern?
  49. 49. Sabotage/ Removal
  50. 50. Sabotage/ RemovalRemove or sabotage one of the existing components of the product / company / medium and develop a communication idea based on this apparent sabotage.
  51. 51. Sabotage/ Removal product product Brand/company Medium World of Consumer
  52. 52. Sabotage/ Removal product product Brand/company Medium World of Consumer
  53. 53. Sabotage/ Removal product product Brand/company Medium World of Consumer
  54. 54. What are these tools good for?
  55. 55. What are these tools good for?They can not replace talent!
  56. 56. What are these tools good for?Open the mind for more possibilities
  57. 57. What are these tools good for? Inspiration
  58. 58. What are these tools good for?Give clear directions as for where to begin looking for new ideas
  59. 59. What are these tools good for?these directions are fertile with new creative possibilities
  60. 60. What are these tools good for? Time saving
  61. 61. What are these tools good for?Helpful for discussing ideas agency & clients
  62. 62. Thank you.

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