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Developing creative social concepts

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