Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

2 21 st june the importance of the big idea

504 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

2 21 st june the importance of the big idea

  1. 1. Wait and watch…
  2. 2. Monday, October 3, 2011
  3. 3. Monday, October 3, 2011
  4. 4. Monday, October 3, 2011
  5. 5. Monday, October 3, 2011
  6. 6. Monday, October 3, 2011
  7. 7. <ul><li>What makes an ad tick? </li></ul><ul><li>What makes it sustain/last long? </li></ul><ul><li>What makes it noticed? </li></ul><ul><li>What makes it connect? </li></ul><ul><li>What makes it effective? </li></ul>Monday, October 3, 2011
  8. 8. What is creativity? <ul><li>Creativity is something no one has done before </li></ul><ul><li>A better product/a new product </li></ul><ul><li>A new application for an existing product </li></ul><ul><li>A new service </li></ul><ul><li>A new feature </li></ul><ul><li>Great communication/advertising </li></ul>Monday, October 3, 2011
  9. 9. The Creative Process <ul><li>Get the brief from the client </li></ul><ul><li>Research </li></ul><ul><li>Develop the agency brief </li></ul><ul><li>Develop the creative strategy </li></ul><ul><li>Brainstorm </li></ul><ul><li>The big idea! </li></ul><ul><li>Develop the creative campaign </li></ul><ul><li>Pre test </li></ul><ul><li>Publish/release </li></ul>Monday, October 3, 2011
  10. 10. <ul><li> The importance of </li></ul><ul><li>BIG IDEA </li></ul>Monday, October 3, 2011
  11. 11. <ul><li>“ If an ad campaign is built around a weak idea </li></ul><ul><li>or as is so often the case, </li></ul><ul><li>no idea at all , </li></ul><ul><li>no matter how good the execution is, </li></ul><ul><li>it’s going to fail. “ </li></ul>Monday, October 3, 2011
  12. 12. What is the big idea? <ul><li>The main concept </li></ul><ul><li>The main idea </li></ul><ul><li>The main theme </li></ul><ul><li>The bridge between strategy and tactics </li></ul><ul><li>The key to effective advertising </li></ul>Monday, October 3, 2011
  13. 13. 21.6.10 Sonali Brahma The importance of the big idea
  14. 14. <ul><li>The big idea is like the common thread that holds the family together. </li></ul><ul><li>The big idea is the common thread that holds the ads/communication together like a single family for a period of time </li></ul><ul><li>The executions may differ in the same family of ads, but the big idea stays longer. </li></ul><ul><li>Sometimes the big idea comes in the form of a thought, a line or a visual. </li></ul>Monday, October 3, 2011
  15. 15. What is the BIG IDEA here? Monday , June 21, 2010
  16. 16. Monday, October 3, 2011
  17. 17.
  18. 18.
  19. 19. Monday, October 3, 2011
  20. 20.
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31. What’s your big idea? <ul><li>Write twenty five uses for a feather. </li></ul><ul><li>Write twenty five uses for a bicycle </li></ul><ul><li>Pick any object. Hold it, examine it for a while. Smell it, feel it, taste it if possible. Use all your five senses. </li></ul><ul><li>Then close your eyes. And write down whatever thoughts come to your mind regarding this object. Atleast twenty thoughts. </li></ul>
  32. 32. How to develop the big idea? <ul><li>Brainstorm - Throw ideas at each other </li></ul><ul><li>Just do it – Scribble key words, sketches, do not judge , however stupid you may feel the idea is </li></ul><ul><li>Doodle - Keep scribbling, If you like something, discuss with partner, if you cant express in a few words, go back to scribbling </li></ul>Monday, October 3, 2011
  33. 33. <ul><li>Throw it on the wall - I f it sticks, you have an idea – paste all ideas on post its on the wall. Come back the next day and if they still look good, you have go it. Ask some other people to take a look at these. </li></ul><ul><li>Have a 100 ideas - If you are on a roll, don’t stop….idea is to have a 100 ideas, stupid or otherwise. </li></ul>Monday, October 3, 2011
  34. 34. <ul><li>Keep the silly ideas - Does this look funny? You may come up with silly ideas, let them stay, see if you can use them, humour always sticks with most people; but don’t set out to be funny, start with being interesting </li></ul><ul><li>Show it, don’t tell it: Try to think of an image; it always grabs better than a headline/tagline. Visuals translate better than words </li></ul><ul><li>KIS: Keep it simple, because they are the most remembered </li></ul>Monday, October 3, 2011
  35. 35. <ul><li>No gimmicks – Don’t make a man stand on his head, unless you are selling something that makes things stay in his pockets in that position. No gimmicks please. </li></ul><ul><li>Don’t second guess the client: Develop concepts that get attention and sell the product. Then worry about selling it to the client. If you worry first, you will imprison your creativity. </li></ul>Monday, October 3, 2011
  36. 36. <ul><li>Build a maybe- file: Most of your ideas won’t work, but don’t </li></ul><ul><li>throw them all away. File the better ones. That may be the </li></ul><ul><li>answer to the next assignment, Keep a file of stock photos, </li></ul><ul><li>scraps, competitor ads, articles that may trigger some great </li></ul><ul><li>ideas. </li></ul>Monday, October 3, 2011
  37. 37. Test your BIG IDEA <ul><li>Gut check </li></ul><ul><li>Matchbook test </li></ul><ul><li>Billboard test </li></ul><ul><li>Honest evaluation </li></ul>Monday, October 3, 2011
  38. 38. Honest Evaluation – How? <ul><li>Is it doable? – Within budget, can you execute it correctly? Do you have the talent, props, location to make it work? </li></ul><ul><li>Is it on TA? - You love it, but will your target? </li></ul><ul><li>3) Does it have legs? - Is it extendable? To other media? Can you do 7000 such ads? </li></ul><ul><li>4) Can you sell this to the client? - Will the client have a heart attack /fire you for being too creative? Can you justify your idea with sound logic? </li></ul>Monday, October 3, 2011
  39. 39. Go-A in the rains <ul><li>Goa Tourism wants to promote Goa in the monsoons that is the off season. </li></ul><ul><li>What will be your big idea for this? </li></ul><ul><li>Try and get a twist in the tale/idea </li></ul>Monday, October 3, 2011
  40. 40. Monday, October 3, 2011 Happy thinking!

×