4/28         Fundamentals of       Creative Development
Ideas that do.
What are the ways in which an ad can be participatory,meaning there is a role for the consumer besides watching?Dodge Dart...
The real value is if the idea does one or all of the following:a. becomes a part of your every day life: Nike Plus, AMEX o...
Quick RecapWhy we advertiseRole of creativityWhat makes an ad creative when it’s a message
Ads that earn your attention, but rely onpaid media.
‘fag.got (fag t) 1. there was              e a time when the word “faggot” meant a bundle of sticks. but then people start...
OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
Who creates these ads?
Writer and art directors.
What are the shortcomings of ads andcampaigns like these?
They work. But...they are expensive, theyare temporary, they are mostly passive.
They are not going away. But they derivefrom an era when we (brands andmarketers) owned the media and could“broadcast” our...
Today we live in an age of social mediaand participation.
Consumers no longer want to play a passive role. Nor do they have to.At a minimum, they want to choose what they engage wi...
ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms
Think about your own use of technology, media, content.Consider how you find out about brands and products. Identify thepr...
180 + original videos5.9 million views22,500 comments
One off events:Campaigns:Experiences:Apps:Platforms:
How can you demo Ford’s newPark-Assist feature?
Pinball Park AssistWho: FordWhat: To promote the Active Park Assist feature on the new Ford Focus, Ogilvy of Paris “turned...
How can you encourage trial in a waythat involves users to create content?
National Honesty IndexWho: Honest TeaWhat: Honest Tea set up its own social experiment this summer with unmanned pop-up st...
How can you sell more airline tickets?
Election ProtectionWho: Jet BlueWhat: We’ve all heard someone say, “If my candidate doesn’t win, then I’m leaving the coun...
How do you get people to drink more ofyour beer?
Bud ClockWho: BudweiserWhat: Budweiser created a “Bud Clock” that counts down to the end of the Happy Hour. EveryBudweiser...
Can Charmin’ redeem itself for years ofheinous advertising?
Charmin’ Sit or SquatWho: CharminWhat: An app to help people identify clean, nearby public restrooms from their phone.Usin...
When do your customers need you?
Tide’s “Stain Brain”Who: TideWhat: A free app that gives consumers step-by-step instructions fromboth experts at Tide and ...
How do you turn your physical machinesinto a medium to generate viral content?
Who creates these ideas?
What is the shortcoming of effortslike these?
Hard to scale, can’t guarantee size ofaudience or reach, slower build.
Need a combination of everything.Driving brand idea.Advertising for awareness.Social for engagement.Experiential to connec...
So now what are the fundamentals ofcreative development?
Art and copy
But also, an understanding of media,technology, consumer behavior, social,mobile, experiences.
But what does every one of theseexamples have behind it?
A relevant, on strategy, creative idea.
Hey, what if we....--write on the roads of the Tour de France with a robot--fly people out of the country if their candida...
Got ideas?
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
Cm417.4 ideas that do
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Cm417.4 ideas that do

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Lecture for CM 417 on Ideas that Do vs Messages that Say

Cm417.4 ideas that do

  1. 4/28 Fundamentals of Creative Development
  2. Ideas that do.
  3. What are the ways in which an ad can be participatory,meaning there is a role for the consumer besides watching?Dodge Dart: user plays role, shares, and others join.Old Spice Twitter: users engage with ideas for spots and then pass them around.Coke Chase: you play, vote, come back to see the results and socialize.
  4. The real value is if the idea does one or all of the following:a. becomes a part of your every day life: Nike Plus, AMEX on Foursquareb. gives you some form of utility that you use at least occasionally (Sit or Squat and dozensof others)c. gets you to take some kind of action -- Jet Blue Election Protection, where you areinvolved not just watching.d. makes you WANT to share it because it is either cool and you want to turn your friends onto it. Or there is some incentive to do so. Or because you are inviting more participation thatbenefits you, i.e. the Kickstarter inspired Dodge Dart idea or Art of the Trench.
  5. Quick RecapWhy we advertiseRole of creativityWhat makes an ad creative when it’s a message
  6. Ads that earn your attention, but rely onpaid media.
  7. ‘fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
  8. OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
  9. Who creates these ads?
  10. Writer and art directors.
  11. What are the shortcomings of ads andcampaigns like these?
  12. They work. But...they are expensive, theyare temporary, they are mostly passive.
  13. They are not going away. But they derivefrom an era when we (brands andmarketers) owned the media and could“broadcast” our sales pitches.
  14. Today we live in an age of social mediaand participation.
  15. Consumers no longer want to play a passive role. Nor do they have to.At a minimum, they want to choose what they engage with and whenthey engage.More likely they want a chance to comment and share. Ideally, if anidea is good enough, they’ll actually participate -- sometimes before thefact, sometimes after -- in the process creating more content thatspreads across the web, attracting attention to the original idea, likingthe brand or the product for allowing them to be part of the experience.What does a brand have to do or create to achieve such a level ofparticipation?
  16. ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms
  17. Think about your own use of technology, media, content.Consider how you find out about brands and products. Identify theproblems, frustrations, needs you have that brands could solve withmarketing as utility?Factor in context. Where are you? What are you doing? Whatmakes sense at that moment?Ask what a brand has to do to get you to pay attention, engage,and more importantly, stay involved.
  18. 180 + original videos5.9 million views22,500 comments
  19. One off events:Campaigns:Experiences:Apps:Platforms:
  20. How can you demo Ford’s newPark-Assist feature?
  21. Pinball Park AssistWho: FordWhat: To promote the Active Park Assist feature on the new Ford Focus, Ogilvy of Paris “turned thequest to find a parking spot in Paris into a giant life-size game of pinball.”Drivers come across one tiny parallel parking space. “Above the cars stands a giant pinball billboardthat displays each driver’s score as they play the full-size parking game. Sensors in the surroundingcars’ bumpers register a ‘hit’ anytime they are touched at all. The driver’s score is tallied on the giantboard for everyone to see.”The “winner” – or worse parker – received a free Ford Focus with the Active Park Assist feature to parkin the space without a single ding.Why: Leveraged the notoriously difficult parking situations in Paris to highlight the Active Park Assistfeature’s relevance to anyone who drives in the city.Link: http://www.youtube.com/watch?feature=player_embedded&v=DAM_HLj1QOo#!
  22. How can you encourage trial in a waythat involves users to create content?
  23. National Honesty IndexWho: Honest TeaWhat: Honest Tea set up its own social experiment this summer with unmanned pop-up stores around30 cities that asked people to pay $1 when they took a bottle of tea. Unknown to all passersby, HonestTea also set up hidden cameras to find out who actually followed the honor system. They then compiledthe data from their videos to create the National Honesty Index, a website that features interactiveinfographics about who is honest ... and who is not.Why: Spreads and builds the brand’s core values in a way is fun, interactive, and shareable for anyoneinvolved – from those who took tea at the pop-ups to those who check out the infographicsLink: http://thenationalhonestyindex.com/
  24. How can you sell more airline tickets?
  25. Election ProtectionWho: Jet BlueWhat: We’ve all heard someone say, “If my candidate doesn’t win, then I’m leaving the country.” That’swhy we created something called Election Protection for JetBlue. Here, we tapped into the largestdiscussion in America, the current presidential election, and said if your candidate doesn’t win, don’tworry, JetBlue will give a free one-way ticket out of here.The site experience, the mobile and social extensions and the on-the-ground campaigning all cametogether seamlessly. The story was picked up by almost every major news provider. And the results werethrough the roof.Why: Taps into cultural relevance, aligns product offerings with current events, leverages news coveragefor the election, fun and participatory.Results: 346,114 unique visits; 51 million impressions (most of which were earned); 103,559 votes. All ona limited budget and a regional presence only.Link: http://thenationalhonestyindex.com/
  26. How do you get people to drink more ofyour beer?
  27. Bud ClockWho: BudweiserWhat: Budweiser created a “Bud Clock” that counts down to the end of the Happy Hour. EveryBudweiser you buy at the bar gets you a QR-coded coaster that, when scanned by the Bud Clock, adds 1minute to the Happy Hour countdown.Why: Provides a direct incentive for partygoers to purchase more Budweisers at the exact point ofpurchaseLink: http://adsoftheworld.com/media/ambient/budweiser_budclock
  28. Can Charmin’ redeem itself for years ofheinous advertising?
  29. Charmin’ Sit or SquatWho: CharminWhat: An app to help people identify clean, nearby public restrooms from their phone.Using basic mobile technology and location based services, users can simply open the app and find arestroom.More importantly, they can contribute by uploading locations that they identify with a few simply entries.And, if they are so inclined, they can join, which, of course, gives the brand data about who they are andwhere they go.Why: Provide utility, marketing as service, capture data, hope that doing something for customerstranslates into loyalty or trial.Link: https://www.sitorsquat.com/
  30. When do your customers need you?
  31. Tide’s “Stain Brain”Who: TideWhat: A free app that gives consumers step-by-step instructions fromboth experts at Tide and other users who can submit their own tipson how to remove/treat specific stains.Why: To further cement Tide as an “authority” in stain removal, and toincrease sales on certain Tide products, such as the “Tide To Go”stain remover pen.
  32. How do you turn your physical machinesinto a medium to generate viral content?
  33. Who creates these ideas?
  34. What is the shortcoming of effortslike these?
  35. Hard to scale, can’t guarantee size ofaudience or reach, slower build.
  36. Need a combination of everything.Driving brand idea.Advertising for awareness.Social for engagement.Experiential to connect in context.Mobile to be ever-present.Shareable ideas to be viral.Platforms to be lasting vs temporary.
  37. So now what are the fundamentals ofcreative development?
  38. Art and copy
  39. But also, an understanding of media,technology, consumer behavior, social,mobile, experiences.
  40. But what does every one of theseexamples have behind it?
  41. A relevant, on strategy, creative idea.
  42. Hey, what if we....--write on the roads of the Tour de France with a robot--fly people out of the country if their candidate loses--test people’s honesty with a public display--crowdsource clean restrooms--enable customers to extend Happy Hour
  43. Got ideas?
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