Help! Somebody wants me to come up with and idea for an advertising campaign! By Eduard Farran Executive creative director at Dimarco (Valencia). Doctorate applicant in Advertising at Jaume I University of Castell ón
Who am I?
Philisoficaly speaking it would be difficult to explain
Professionly speaking I started my career at BBDO Barcelona in 1989 and from 1994 till today I’ve been working in diferent cities and in different agencies.
Cities: Barcelona, Madrid, Moscow, Frankfurt with short period stands in London, New York and Berlin.
Agencies: BBDO Barcelona, Publicis Casadevall Pedreño Madrid, Euro RSCG Barcelona, McCann-Erickson Barcelona, McCannErickson Moscow,El Laboratorio Springer & Jacobi Barcelona-Madrid.
People rejects interruptive advertising/traditional advertising.
They have access to tones of information and they have been surrounded by ads and marketing for so many years that they think they know to do our job and furthermore, they think they can do it by themselves.
Techbology let them do it. And that’s exactly what they do: they do ads, they record videos, they write blogs: THEY ARE PRODUCING CONTENTS.
THEY ARE NOT CONSUMERS ANYMORE. THEY ARE PROSUMERS
And that means just one thing:
You gotta come up with really different ideas.
HAVE AN IDEA AND YOU’LL HAVE SOMETHING TO WORK WITH AND ADAPT IT EVERYWERE TO REALLY CONNECT WITH PEOPLE.
CONNECT WITH PEOPLE THAT’S WHAT WE REALLY WANT.
CONSUMERS DOESN’T EXIST ANYMORE. ALL WE WANT ARE FOLLOWERS.
OK, ED. HOW CAN I GET FOLLOWERS?
I like you to make me that question.Basicaly following a few of my advises.
1.Focus in what’s really important.
People (including you) rejects information the same way.
Nobody wants to waste his time
That’s why they don’t look at complicated things. An idea must be clear and simple.
Am I sure nobody pays attentions at the details?
Check it out by yourself:
http: //www . youtube . com/watch ? v=ubNF9QNEQLA
2. Watch out what are your sources of inspiration
Try to look for the unexpected.
Keep in touch with sources of inspiration from many different places.
Ask +get the insights+think different+get the concept+ think different again=you’ll have the proper and creative answer after working like a dog.
That’s the story: only good insghts lead you to good concepts that will lead to great ideas.
So: to get a good idea you need a good brief (full of inspiration)and the guts to ask for a better brief.
You need the guts to make questions.
You need the guts to break the rules. Specially nowadays.
To summ it up
To get the better ideas you need guts.
Let’s make an exercice
Tourism of Valencia
Our goal – create international awareness of Valencian beaches and sun and city life Reef.'
We needed a strategy to capture the hearts and minds of consumers and drive innovation in the category.
The consumer insight is; Y o u don't truly experience something unless you immerse yourself in it.
The strategic leap that challange apart is our desire to have people imagine what it would be like to live Valencia not just visit them.
Competitively, this elevates the brand as most holiday destinations are positioned and communicated as just that, a holiday, a place to just visit and return from.
It recognises and leverages the instincts of modern international travellers – they no longer seek to just see great sights but take away emotional and powerful experiences from their encounters.
Our proposition is simply; V a lencia: Experience more. Live more. A strategic positioning with a real insight connection – being a local resident truly immerses you in the local cultures and experiences.
Create global awareness for a new tourism brand, with a small budget (by world standards) – what better challenge can you ever get?
When tourists plan holidays in the Mediterranean, destinations such Greek Islands, Italy or even Costa Brava in Catalunya in the same country immediately spring to mind. And, despite the fact that Valncia is a world famous place and hometown of the paella the region and the city are relatively unknown.
Our strategic challenge is to increase international awareness of Valencia and, importantly, transform perceptions of the city and beaches from a popular day-trip destination into an international tourist's dream.
Tourism of Valencia knows that increased awareness of an aspirational destination like the city in the mediterranean shores , with a fresh and interesting story, will drive visitation over the long term.
So, the strategy for this campaign should be specifically developed for the creation of brand awareness and consideration.
And while 'size doesn't matter' a further test for the agency is the need to deliver the compelling central idea to resonate with people across the world, across varying cultures, with a nominal 1 million budget. (Including all production and media).
OK. You’ve got 20 minutes to ask, get the insights, think different, break the rules and get the outstanding idea.
Ready? Steady? Go!!!
Are you done? Ok.
Take one more look to the brief.
Change Valencia for Queensland.
Queensland? The isleands zone by the australian reef barrier.