[How to create great ideas]_RMIT_Marketing Challengers 2012

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RMIT organizing team of Marketing Challengers 2012 came to AiiM to seek help for motivating the young candidates go beyond and forward in the Levi's Campaign "Go Forth".

Here what AiiM gave them, an inspiring presentation about how to be creative in advertising.

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[How to create great ideas]_RMIT_Marketing Challengers 2012

  1. 1. THE ART OF CREATING GREAT IDEASDUNG NGUYEN – BUSINESS DIRECTOR, AIIM EDUCATION DUNG.NGUYEN@AIIM.EDU.VN
  2. 2. FOR
  3. 3. BASED ON CONTENT OF “DIGITAL STRATEGIC PLANNING” COURSES• http://aiim.edu.vn/khoa-hoc/digital-strategic-planning/
  4. 4. THE ART OF CREATING GREAT IDEAS - BE LIKE DARK KNIGHT
  5. 5. WHO IS YOUR FAVOURITE HERO?
  6. 6. WHAT MAKES BATMAN SO SPECIAL?
  7. 7. THIS IS HIS CITY – GOTHAM CITY
  8. 8. ALWAYS THREATENED BY DEVILS
  9. 9. AND THE WORST THING ISPEOPLE LOST THEIR TRUST IN JUSTICE
  10. 10. HE IS NOT SUPERMAN TO DO INCREDIBLE THINGS
  11. 11. SO HE HAS TO BECOME SOMETHING EVEN GREATER THAN A HERO
  12. 12. A SYMBOL OF JUSTICE
  13. 13. Q: “IF YOU ARE JUSTICE, WHY HIDE YOURSELF AFTER A MASK?”
  14. 14. “IT ISN’T ABOUT ME. THIS MASK IS A SYMBOL. BEHIND THIS MASK, IT CAN BE ANY ONE”
  15. 15. BIG IDEA: BATMAN CAN BE ANY ONECOMMUNICATION PROPOSITION:JUSTICE IS AMONG US, WITHIN US
  16. 16. RECAP THE BRIEF: RESTORE JUSTICE & PEACE IN GOTHAM CITY THE CHALLENGE:GOTHAM IS ALWAYS THREATENED BY DEVILS, STRONGER & STRONGER DEVIL THE INSIGHT:IF WE CAN MAKE PEOPLE BELIEVE IN JUSTICE, WE WILL NEVER HAVE TO FIGHT ALONE.
  17. 17. BIG IDEA:CREATE A SYMBOL, A LEGEND THAT INSPIRES EVERY ONE TO BELIEVE & FIGHT FOR JUSTICE
  18. 18. WHAT IS THE CHALLENGES PREVENTSOME (MORE) OF YOU TO “BE LIKE DARK KNIGHT” ?
  19. 19. THE LAZINESS – IN THINKINGLACK OF PREPARATION, THINKING, TRYING
  20. 20. THE EXECUTION-FOCUSED MIND
  21. 21. SO HERE IS THE “HOW-TO” GUIDE TO CREATE BREAK-THROUGH COMMUNICATION IDEAS
  22. 22. AN EASY GUIDEA B C D
  23. 23. ABC-D RULE Abc aBc abC
  24. 24. A - ATTENTION
  25. 25. WE ARE SURROUNDED BY ADS EVERYDAY NORMAL PEOPLE RECEIVE 3,000 ADS MESSAGE PER DAY
  26. 26. WE MUST GRAP ATTENTION !!! “Nobody reads advertising. People read what they want to read and sometimes it’s an ad” – Howard Luck Gossage
  27. 27. “You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin
  28. 28. THE RIGHT WAY TO GRAP ATTETION • BENEFITATTENTION • CLEAR
  29. 29. THE RIGHT WAY TO GRAP ATTETION • BENEFITATTENTION • WIIFM? • CLEAR • SINGLE-MINDED
  30. 30. SO, F*CK THIS ONE
  31. 31. THE TRUE ATTENTIONREAL MEANING OF GO VIRAL “PAY IT FORWARD”
  32. 32. B - BRAND
  33. 33. BRAND MUST ALWAYS BE AT THE HEART OFCAMPAIGN/COMMUNICATION ACTIVITIES
  34. 34. THE RIGHT WAY TO INJECT BRAND TO CAMPAIGN • COREBRAND • AMBASSADOR
  35. 35. THE RIGHT WAY TO INJECT BRAND TO CAMPAIGN • COREBRAND • BRAND DNA • AMBASSADOR • GET TALKING ABOUT
  36. 36. UNDERSTAND YOUR BRAND’S DNAAND CREATE THE IDEA WHERE YOU BRAND CAN SHINE !!!
  37. 37. DON’T BE “LẠC QUẺ/VÔ DUYÊN “
  38. 38. HOW TO FIND BRAND’S DNA? MAGIC FORMULA “*BRAND+ believes the world would be a better place if …” ASK OGILVY
  39. 39. HOW TO GENERATE IDEAS
  40. 40. HOW TO CREATE BRAND AMBASSADOR?
  41. 41. BY UNDERSTANDING“A BRAND IS NOT FOR EVERYONE”
  42. 42. FIND THOSE YOU SHARE SAME CORE VALUES STATE A MISSION JUST DO IT
  43. 43. C - CHANGE
  44. 44. THE GREAT COMMUNICATION CHANGE THE THINKING/ATTITUDE
  45. 45. “BEGIN WITH THE END IN MIND” • BEFORECHANGE • THE CHALLENGE • AFTER • THE RESULT
  46. 46. ADDRESS THE CHALLENGE DIGGING THE INSIGHTSCHANGE IT THROUGH COMMUNICATION !!!
  47. 47. YEAH, BUT HOW ABOUT “D” …
  48. 48. RELAX, IT’S ME :P Let me know if I can help  • NGUYỄN VIỆT DŨNG • Business Director, AiiM • Dung.nguyen@aiim.edu.vn • 093 902 1508 • Download slide here: • www.Slideshare.net/aiimeducation
  49. 49. BRIEF INTRODUCTION Community management Head of Client Services Head of Strategic Planning
  50. 50. AND DIGITAL IS THE BEST FRIEND OF GREAT IDEAS
  51. 51. Martin Weigel – Head of Planning/ W+K Amsterdam
  52. 52. RECAP• ATTENTION: – BENEFIT – CLEAR• BRAND – CORE (BRAND DNA) – AMBASSADOR• CHANGE: – AFTER: – BEFORE:• DIGITAL: – ASK @DUNG.NGUYEN@AIIM.EDU.VN
  53. 53. MARKETER vs ADVERTISERTHINK CONSUMER THINK HUMAN
  54. 54. LIKE MARKETING, LOVE ADVERTISING? Download slide: www.slideshare.net/aiimeducation More info: Dung.nguyen@aiim.edu.vn www.aiim.edu.vn
  55. 55. THANK YOU FOR LISTENING

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