But in the big bad world of advertisingA unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
• Yes, it relates to a common aspiration and un- expressed desire / irk of the consumer• The product / brand and its message gives wings to both• For example - Neighbor’s Envy. Owner’s Pride / Devil• Another example - Got Milk ; October 1993 ; California Milk Processor Board
NOTHING OFFICIAL ABOUT IT!YEHI HAI RIGHT Generation YOUNGISTANCHOICE BABY! Next YEH DIL MAANGE MORE!
So, why the Big Idea• It builds a connect with the consumer and the product• It can be exploited over a long period of time• It thus etches itself into the consciousness of the audience• It becomes part of folklore and popular culture
The art of complementing• The visual will often convey the situation or the players• The copy will convey the product benefit / offer / promise
Why long copy?• It explains the product / service clearly to the really interested person• Creates emotional connect, as words paint a vivid picture• A picture says only one thing – words help say many things• If it is well written, the reader will remember it for a long time
What does research say?• The 80-20 rule. 80% of people read only the headline.• McGraw Hill studied 3597 ads in 26 publications. It showed that ads with 300 or more words were more powerful in interesting the consumer inducing action and reinforcing the decision to buy• A Merryl Lynch ad in New York Times pulled in over 10,000 responses. It had 6450 words!
Some thumb rules• Never explain the visual ; It insults the reader’s intelligence• Make the headline about a unique feature or a unique benefit• Lead in with a line that flows from the headline.• Surprise the reader with a line that negates the visual• This is not a Television (showing a television• But a revolution!
The argument for shorter copy• People don’t have time (unless you say something really really interesting)• People don’t have time• People don’t have time• The visual says it all
The case for the visual• It conveys everything in one glance• Many people are illiterate – that’s true!• A visual can stay etched in the mind• It is a great way to show people, products and consumption
• Direct Talk – the benefit is upfront• Direct Visual – the product being used• Proper lengthy explanation of the product• Its benefits are upfront ; idea is to inform
The Competitive Today• Evolved metaphors – attempt to communicate at deeper levels• Product purposes have evolved – so have ads• Car ads then - From A to B ; About engineering and sturdiness• Car ads now – From social grade B to A ; About belonging and self-expression
• Copy has reduced, visuals have taken centre stage• Typefaces have evolved. So has the way they are treated• More slice of life imagery, rather than product centric visuals• Combination and morphing technologies on the rise
Television The intrusion in our lives The TVCThe intrusion in television viewing
The basics of a TV script• Keep to one single message• Tell a story in 30 seconds• Keep it very, very, very interesting• Make it Zap Proof
Writing a TVC• What’s the objective ?• Introducing a new car?• Asking people to buy a new insurance?• Telling them to use a new contraceptive?
What’s the brand’s core message?• Just Do It• Open Happiness• Express Yourself
Writing a TVC• Who’s your audience?• What do they like to see?• What are the realities of their lives?• Can you touch upon their lives in an unforgettable manner?
Let’s write one!• Panadoxil is the new wonder drug.• It cures early stage Alzheimer’s.• If you use it in time, you can ward off the ailment.• Its available over the counter. But quite expensive.• Create a TVC