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2 21 st june the importance of the big idea


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2 21 st june the importance of the big idea

  1. 1. Wait and watch…
  2. 2. Monday, October 3, 2011
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  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
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  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!