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

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

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

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