Developing creative social concepts

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Developing creative social concepts

  1. 1. Developing creative social concepts<br />
  2. 2. What’s the difference?<br />
  3. 3. A creative concept in advertising is about developing an execution to broadcast a message<br />
  4. 4. A creative social concept means developing ideas that facilitate interaction<br />
  5. 5. What goes into a creative social concept?<br />
  6. 6. Objective: e.g. increase sales of MyStuff<br />Product / Service<br />Audience (s)*<br />* For simplicity audiences are given in broad terms in this ppt<br />Creative social concept<br />Social object: e.g. culture, sport, fashion, shopping<br />Social hook: utility, experience, sharing, gamification<br />
  7. 7. What comes out?<br />
  8. 8. Essence<br />Characters<br />Interest point (s)<br />Content<br />Content<br />Creative social concept<br />Temporality<br />Characters<br />Content<br />Location (s) and mood (s)<br />Platform (s)<br />
  9. 9. The ‘essence’ is the root of the campaign, its meaning, the way it can be understood in its simplest form<br />
  10. 10. Essence<br />Characters<br />Interest point (s)<br />Content<br />Content<br />Creative social concept<br />Temporality<br />Characters<br />Content<br />Location (s) and mood (s)<br />Platform (s)<br />
  11. 11. ‘Temporality’ takes into account where a person is, their potential mood and the platform upon which the interaction is taking place<br />
  12. 12.
  13. 13. Case study<br />
  14. 14. Objective: sell Puma flip flops<br />Product / Service: <br />Flip flops<br />Audience (s): People who wear flip flops<br />Puma pimp your sole<br />Social object: Design<br />Social hook: design, competition<br />
  15. 15. Essence<br />Characters<br />Pimp your sole<br />Content<br />Puma’s creative social concept<br />Interaction<br />Characters<br />Content<br />Design, Flickr photos, upload to Facebook<br />
  16. 16. Case study<br />
  17. 17. Objective: increase sales of Colgate<br />Product / Service: <br />Toothpaste<br />Audience: People who brush their teeth<br />Colgate keeping Britain smiling<br />Social object: Smiling<br />Social hook: charity donation, taking pictures<br />
  18. 18. Essence<br />Characters<br />Keep Britain Smiling<br />Content<br />Colgate’s creative social concept<br />Interaction<br />Characters<br />Content<br />Design, upload to Facebook<br />
  19. 19. Case study<br />
  20. 20. Objective: develop Vodafone brand awareness<br />Product / Service: <br />Mobile network<br />Audience: Mobile phone users<br />Sziget Music Festival <br />Augmented Reality Layar<br />Social object: Festivals, music<br />Social hook: utility, useful information on your mobile<br />
  21. 21. Essence<br />Characters<br />Using your mobile to augment your festival reality<br />Content<br />Vodafone’s creative social concept<br />Interaction<br />Characters<br />Content<br />Consume complex location-specific information in an accessible way <br />
  22. 22. Case study<br />
  23. 23. Objective: sell the new Ford Focus<br />Product / Service:<br />Cars<br />Audience: Drivers<br />Doug the Ford Focus Spokespuppet<br />Social object: Travel<br />Social hook: sharing and commenting on Doug’s journey<br />
  24. 24. Essence<br />Characters<br />What happens on Doug’s travels<br />Content<br />Doug the Ford Focus Spokespuppet<br />Interaction<br />Characters<br />Content<br />Interact with Doug on his roadtrip via Facebook<br />
  25. 25. Case study<br />
  26. 26. Objective: sell Nike superfly football boots<br />Product / Service: Football boots<br />Audience: People who play football<br />Who is superfly?<br />Social object: Famous football players<br />Social hook: opinion<br />
  27. 27. Essence<br />Characters<br />Who is superfly?<br />Content<br />Nike’s creative social concept<br />Interaction<br />Characters<br />Content<br />Like the player on Facebook and comment on why they are ‘superfly’<br />
  28. 28. Mariam<br />@MariamCook<br />http://mariamz.wordpress.com/<br />

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