The document discusses what makes a big idea for marketing campaigns. It defines a big idea as a unifying force that increases emphasis on powerful, mind-blowing creative concepts. It then lists 10 qualities that set big ideas apart, including transformation, ownability, simplicity, originality, surprise, magnetism, infectiousness, contagiousness, egocentricity, and likability. Finally, it identifies three fundamental elements of a big idea: a piercing insight, brand connection, and concise expression. It provides examples for Snickers and Puma.

1. Big Campaign Idea
Cristel Gonzales

2. Content Overview:
I - Big Campaign Idea
II - Digital Media Platform Strategies
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3. Big Campaign Idea
“A big idea is the driving,
unifying force behind a
brand’s marketing efforts. It
Increases emphasis on
finding powerful, mind
blowing creative concepts to
fuel a marketing campaign.”
-Milward Brown
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4. 10 Qualities That Set Big Ideas Apart
Big Ideas vs. “Not So Big” Ideas
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5. 1. Transformation
Big ideas change attitudes,
beliefs and behaviors. It
opens up new ways of
seeing and thinking.
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

6. 2. Ownability
How tightly can the idea be linked to your
brand and only your brand? The idea
behind ownability is: “only from us . . . only
for you.”
3. Simplicity
When marketers remove the
excess and simplify, intuitiveness,
clarity and the “I get it” factor
emerge.
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

7. 4. Originality
Humans are hard-
wired to focus on the
novel, unique and
original.
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

8. 5. Surprise
Surprise, as it relates to a
brand, could mean hyper-
elevating your level of
communication in a tired
industry.
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

9. 6. Magnetism
Magnetic ideas have an allure or
an attraction that pulls people
toward them. Be attuned to
customers’ reactions. What
words or phrases catch their
attention? What topics are
generating discussions?
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

10. 7. Infectiousness
Big ideas grab you to the point where
you can’t forget. Maybe it’s a song,
taste, smell or novel solution, but
infectious ideas stick in our
consciousness and never leave.
8. Contagiousness
A brand can infect, and that’s good. But
an idea becomes even more powerful
when it spreads to others. Whether you
call it “viral” or “buzz-worthy,” big ideas
compel people to tell others.
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

11. 9. Egocentricity
People have an innate interest and
fascination with themselves. You can
empower a brand simply by appealing to
the self-interest of people.
10. Likability
In advertising communications, one factor
contributes to effectiveness more than
any other: likability.
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

12. 10 Qualities That Set Big Ideas Apart
• Transformation
•Ownability
• Simplicity
•Originality
• Surprise
•Magnetism
• Infectiousness
•Contagiousness
• Egocentricity
• Likeability
Source: https://www.entrepreneur.com/article/238441 Cristel Gonzales

13. FUNDAMENTAL ELEMENTS OF A BIG IDEA
• Piercing Insight
• Brand Connection
• Concise Expression
Surce: http://marketingland.com/whats-big-idea-3-fundamentals-successful-digital-creative-153747
Cristel Gonzales

14. Cristel Gonzales

15. Snickers Big Idea
Piercing Insight:
When you’re hungry, it’s hard to concentrate and hard
to focus on what matters. You don’t perform to the level
you normally do because there’s something missing
Brand Connection:
Snickers is the perfect way to get back to being
yourself. Packed-full of peanuts, caramel, nougat, and
milk chocolate. Snickers satisfies your hunger - all in a
quick and easy carry snack.
Concise Expression:
You’re Not You When You’re Hungry
Surce: http://marketingland.com/whats-big-idea-3-fundamentals-successful-digital-creative-153747
Cristel Gonzales

16. Cristel Gonzales

17. Puma Big Idea
Piercing Insight:
For years, the athletic shoe and clothing industry has
depicted all sports as war and all athletes as warriors.
But maybe some of us don’t want to go to war. Maybe
some of us, actually most of us, just want to play.. At the
bar.
Brand Connection:
At Puma, we want to celebrate a different type of sports
hero, and all the games they play with a drink in their
hand. The people who give it their all, then get the next
round. The players who give 75%, 100% of the time.
Those to whom a phone number is the ultimate trophy.
Concise Expression:
Here’s To The After Hours Athlete
Surce: http://marketingland.com/whats-big-idea-3-fundamentals-successful-digital-creative-153747
Cristel Gonzales

18. End.
Cristel Gonzales
cristelgonzales@gmail.com
Cristel Gonzales