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Ideas that do
CM417.4
Edward Boches, Professor of Advertising
Thursday, September 12, 13
Today
Participatory ideas discussion
Thursday, September 12, 13
Quick Recap
Why we advertise
Role of creativity
What makes an ad creative when it’s a message
Thursday, September 12, 13
Ads that earn your attention, but rely on
paid media.
Thursday, September 12, 13
e
1. therewas
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
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 12, 13
Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
Thursday, September 12, 13
Who creates these ads?
Thursday, September 12, 13
Writer and art directors.
Thursday, September 12, 13
What are the shortcomings of ads and
campaigns like these?
Thursday, September 12, 13
They work. But...they are expensive, they
are temporary, they are mostly passive.
Thursday, September 12, 13
They are not going away. But they derive
from an era when we (brands and
marketers) owned the media and could
“broadcast” our sales pitches.
Thursday, September 12, 13
Today we live in an age of social media
and participation.
Thursday, September 12, 13
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 when
they engage.
More likely they want a chance to comment and share. Ideally, if an
idea is good enough, they’ll actually participate -- sometimes before the
fact, sometimes after -- in the process creating more content that
spreads across the web, attracting attention to the original idea, liking
the 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 of
participation?
Thursday, September 12, 13
Participatory
Interactive
User generated
Shareable
Useful
Enduring
Platforms
Thursday, September 12, 13
Think about your own use of technology, media, content.
Consider how you find out about brands and products. Identify the
problems, frustrations, needs you have that brands could solve with
marketing as utility?
Factor in context. Where are you? What are you doing? What
makes sense at that moment?
Ask what a brand has to do to get you to pay attention, engage,
and more importantly, stay involved.
Thursday, September 12, 13
Ideas that do.
Thursday, September 12, 13
Ideas that involve you
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
These ideas...
Thursday, September 12, 13
let users inside the brand experience
generate content
leverage social media and word of mouth
Thursday, September 12, 13
Ideas that add value.
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
These ideas...
Thursday, September 12, 13
provide basic utility and help
leverage context
move beyond awareness conversion/usage
Thursday, September 12, 13
Ideas that add enduring utility.
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
These ideas...
Thursday, September 12, 13
turn marketing into service
create new kinds of brand relationships
build loyalty
Thursday, September 12, 13
Ideas that are platforms
Thursday, September 12, 13
Thursday, September 12, 13
Thursday, September 12, 13
These ideas...
Thursday, September 12, 13
transcend messages and campaigns
break free of constraints of media plans
become embedded in user’s lives
work as constant reminder of the brand
Thursday, September 12, 13
Ideas that leverage influencers
Thursday, September 12, 13
Thursday, September 12, 13
work like public relations w modern twist
recognize power of communities
generate content and visibility
Thursday, September 12, 13
Ideas that earn our attention w/o paid
media
Thursday, September 12, 13
Thursday, September 12, 13
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 Foursquare
b. gives you some form of utility that you use at least occasionally (E On, Tesco)
c. gets you to take some kind of action -- Oreo Daily Twist, Jet Blue Election Protection,
where you are involved not just watching.
d. makes you WANT to share it because it is either cool and you want to turn your friends on
to it. Or there is some incentive to do so. Or because you are inviting more participation that
benefits you, i.e. the Kickstarter inspired Dodge Dart idea or Art of the Trench.
Thursday, September 12, 13
Who creates these ideas?
Thursday, September 12, 13
Thursday, September 12, 13
What is the shortcoming of efforts
like these?
Thursday, September 12, 13
Hard to scale, can’t guarantee size of
audience or reach, slower build.
Thursday, September 12, 13
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.
Thursday, September 12, 13
So now what are the fundamentals of
creative development?
Thursday, September 12, 13
Art and copy
Thursday, September 12, 13
But also, an understanding of media,
technology, consumer behavior, social,
mobile, experiences.
Thursday, September 12, 13
But what does every one of these
examples have behind it?
Thursday, September 12, 13
A relevant, on strategy, creative idea.
Thursday, September 12, 13
How do we....
--get more people to shop at Tesco
--sell more digital cameras in age of iPhone
--make the trench coat top of mind again
--get more teachers to use Skype
Thursday, September 12, 13
Strategy
--enable them to shop more easily
--get camera into hands of prospect
--show individual style of people who wear them
--find them people to Skype with
Thursday, September 12, 13
How (the creative)
--digital subway store
--AR demonstration
--crowdsourced images online and elsewhere
--two sided directory that connects teachers/experts
Thursday, September 12, 13
Got ideas?
Thursday, September 12, 13
Thursday, September 12, 13

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