Fundmentals of Creative Development Lecture 4


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Lecture on Ideas that Do and the creative criteria that help define these approaches vs message based ads. Used in teaching at BU, College of Communication.

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Fundmentals of Creative Development Lecture 4

  1. 4/28 Fundamentals of Creative Development
  2. Ideas that don’t tell.
  3. Quick RecapWhy we advertiseRole of creativityWhat makes an ad creativity when it’s a message
  4. Ads that earn your attention, but rely onpaid media.
  5. ‘ (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at
  6. OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
  7. Who creates these ads?
  8. Writer and art directors.
  9. What are the shortcomings of ads andcampaigns like these?
  10. They work. But...they are expensive, theyare temporary, they are mostly passive.
  11. They are not going away. But they derivefrom an era when we (brands andmarketers) owned the media and could“broadcast” our sales pitches.
  12. Today we live in an age of social mediaand participation.
  13. Consumers no longer want to play a passive role. Nor do they have to.At a minimum, they want to choose what they engage with and whenthey engage.More likely they want a chance to comment and share. Ideally, if anidea is good enough, they’ll actually participate -- sometimes before thefact, sometimes after -- in the process creating more content thatspreads across the web, attracting attention to the original idea, likingthe brand or the product for allowing them to be part of the experience.What does a brand have to do or create to achieve such a level ofparticipation?
  14. ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms
  15. Think about your own use of technology, media, content.Consider how you find out about brands and products. Identify theproblems, frustrations, needs you have that brands could solve withmarketing as utility?Factor in context. Where are you? What are you doing? Whatmakes sense at that moment?Ask what a brand has to do to get you to pay attention, engage,and more importantly, stay involved.
  16. How can you demo Ford’s newPark-Assist feature?
  17. Pinball Park AssistWho: FordWhat: To promote the Active Park Assist feature on the new Ford Focus, Ogilvy of Paris “turned thequest to find a parking spot in Paris into a giant life-size game of pinball.”Drivers come across one tiny parallel parking space. “Above the cars stands a giant pinball billboardthat displays each driver’s score as they play the full-size parking game. Sensors in the surroundingcars’ bumpers register a ‘hit’ anytime they are touched at all. The driver’s score is tallied on the giantboard for everyone to see.”The “winner” – or worse parker – received a free Ford Focus with the Active Park Assist feature to parkin the space without a single ding.Why: Leveraged the notoriously difficult parking situations in Paris to highlight the Active Park Assistfeature’s relevance to anyone who drives in the city.Link:!
  18. How can you encourage trial in a waythat involves users to create content?
  19. National Honesty IndexWho: Honest TeaWhat: Honest Tea set up its own social experiment this summer with unmanned pop-up stores around30 cities that asked people to pay $1 when they took a bottle of tea. Unknown to all passersby, HonestTea also set up hidden cameras to find out who actually followed the honor system. They then compiledthe data from their videos to create the National Honesty Index, a website that features interactiveinfographics about who is honest ... and who is not.Why: Spreads and builds the brand’s core values in a way is fun, interactive, and shareable for anyoneinvolved – from those who took tea at the pop-ups to those who check out the infographicsLink:
  20. How do you get people to drink more ofyour beer?
  21. Bud Clock:Who: BudweiserWhat: Budweiser created a “Bud Clock” that counts down to the end of the Happy Hour. EveryBudweiser you buy at the bar gets you a QR-coded coaster that, when scanned by the Bud Clock, adds 1minute to the Happy Hour countdown.Why: Provides a direct incentive for partygoers to purchase more Budweisers at the exact point ofpurchaseLink:
  22. Can Charmin’ redeem itself for years ofheinous advertising?
  23. Charmin’ Sit or SquatWho: CharminWhat: An app to help people identify clean, nearby public restrooms from their phone.Using basic mobile technology and location based services, users can simply open the app and find arestroom.More importantly, they can contribute by uploading locations that they identify with a few simply entries.And, if they are so inclined, they can join, which, of course, gives the brand data about who they are andwhere they go.Why: Provide utility, marketing as service, capture data, hope that doing something for customerstranslates into loyalty or trial.Link:
  24. Who creates these ideas?
  25. What is the shortcoming of effortslike these?
  26. Hard to scale, can’t guarantee size ofaudience or reach, slower build.
  27. Need a combination of everything.Driving brand idea.Advertising for awareness.Social for engagement.Experiential to connect in context.Mobile to be ever-present.Shareable ideas to be viral.Platforms to be lasting vs temporary.
  28. So now what are the fundamentals ofcreative development?
  29. Art and copy
  30. But also, an understanding of media,technology, consumer behavior, social,mobile, experiences.
  31. Got ideas?