This document discusses creativity in advertising and is a presentation by Farid Lakhani on the topic. Some key points discussed include gaining insights about brands and consumers, focusing advertising campaigns on understanding the brand and consumer rather than solely on budgets. A case study is presented about a real estate company that increased sales by targeting first-time buyers and focusing on the disadvantages of renting and roommates in their creative ads. Creativity in ads is defined as making a relevant connection between a brand and audience in an unexpected way. Inspiration, humor, and communicating with customers rationally and emotionally are also covered as aspects of creative advertising.

1. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
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2. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Today’s Objective
Helping our team and clients to
create creative ads…

3. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

4. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

5. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Basic Principle:
It comes down to this: you need to
gain insights about your brand,
your consumers, and how the two
interact.
Example in this book are vary to budget

6. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Success of a ad campaign
depends not on how much
you spend on it but on how
much you know about the
brand and consumer and how
well you can communicate
that knowledge.

7. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

8. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Keytakeaway…
Creativity defined
Media: new inspiration
Inspiration from Customers
Humor in Ad… 

9. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Creativity
Creative ads make a
relevant connection between a brand & its
target audience and present a selling idea in
an unexpected way…

10. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Case Study
Real Estate Company (Washington DC. )

11. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Condominium unit
• Price: 189k$ to 1M$
• All facilities (Appliances, washer, dryers etc.)
• Size of unit where not much bigger…
• Sales decline  Price was the HOOK

12. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
So how does Nasuti & Hinkle made it?
Target Audience
Primary Target Secondary Target
1st Time Buyer extended-stay visitors
young people
earning $40,000

13. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Focus on the evils of renting &
roommates
(Register Dozens of URLs)

14. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Media
Local newspaper, gays newspaper & their
website & 12k beer bottle

15. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Each hit the NEED of 1st time buyers

16. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
“Condominium pricing in DC these days seems
like some sort of conspiracy designed to keep
anybody normal and
under 35 out of home ownership.
But wait. It is actually possible to buy a place of
your own and forget about living at home,
renting or roommates. We’re talking condos that
start at $189,000 for studio units.”

17. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Creativity Defined
• Hidden message “We understand your
problems and we can help you.”
• Selling idea: Rational or emotional or both.
• Unexpected & relevant.

18. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

19. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Inspiration from Customer
Risky
Mastermind Card General Motors

20. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Humor in ad…
Eg. Stren…
1. Difference humor & joke (humor more funnier
more you listen)
2. Relate to human experience
3. Humor should be central part of product
4. Understand audience sense of humor
5. Have fun with your product but don’t make fun
of it
6. Don’t assume your customer are stupid

21. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

22. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
ADDY….
Opportunity to grow your career in ads…
1000$ Prize.

23. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

24. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Let’s back to MMTCS
How can we hit our customer rationally &
emotionally via ads… in future

25. ©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani
Thank You !
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