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.

1. THE ART OF CREATING
GREAT IDEAS
DUNG NGUYEN – BUSINESS DIRECTOR, AIIM EDUCATION
DUNG.NGUYEN@AIIM.EDU.VN

2. FOR

3. BASED ON CONTENT OF
“DIGITAL STRATEGIC PLANNING” COURSES
• http://aiim.edu.vn/khoa-hoc/digital-strategic-planning/

4. THE ART OF CREATING GREAT IDEAS
- BE LIKE DARK KNIGHT

5. WHO IS YOUR FAVOURITE HERO?

6. WHAT MAKES BATMAN SO SPECIAL?

7. THIS IS HIS CITY – GOTHAM CITY

8. ALWAYS THREATENED BY DEVILS

9. AND THE WORST THING IS
PEOPLE LOST THEIR TRUST IN
JUSTICE

10. HE IS NOT SUPERMAN TO DO
INCREDIBLE THINGS

11. SO HE HAS TO BECOME SOMETHING
EVEN GREATER THAN A HERO

12. A SYMBOL OF JUSTICE

13. Q: “IF YOU ARE JUSTICE, WHY HIDE
YOURSELF AFTER A MASK?”

14. “IT ISN’T ABOUT ME. THIS MASK IS A SYMBOL.
BEHIND THIS MASK, IT CAN BE ANY ONE”

15. BIG IDEA:
BATMAN CAN BE ANY ONE
COMMUNICATION PROPOSITION:
JUSTICE IS AMONG US, WITHIN US

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. BIG IDEA:
CREATE A SYMBOL, A LEGEND THAT INSPIRES EVERY ONE
TO BELIEVE & FIGHT FOR JUSTICE

18. WHAT IS THE CHALLENGES PREVENT
SOME (MORE) OF YOU TO “BE LIKE DARK KNIGHT” ?

19. THE LAZINESS – IN THINKING
LACK OF PREPARATION, THINKING, TRYING

20. THE EXECUTION-FOCUSED MIND

21. SO HERE IS THE “HOW-TO” GUIDE TO CREATE
BREAK-THROUGH COMMUNICATION IDEAS

22. AN EASY GUIDE
A B C D

23. ABC-D RULE
Abc
aBc
abC

24. A - ATTENTION

25. WE ARE SURROUNDED BY ADS EVERYDAY
NORMAL PEOPLE RECEIVE 3,000 ADS MESSAGE PER DAY

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. “You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin

28. THE RIGHT WAY TO GRAP ATTETION
• BENEFIT
ATTENTION
• CLEAR

29. THE RIGHT WAY TO GRAP ATTETION
• BENEFIT
ATTENTION • WIIFM?
• CLEAR
• SINGLE-MINDED

30. SO, F*CK THIS ONE

31. THE TRUE ATTENTION
REAL MEANING OF GO VIRAL
“PAY IT FORWARD”

32. B - BRAND

33. BRAND MUST ALWAYS BE
AT THE HEART OF
CAMPAIGN/COMMUNICATION ACTIVITIES

34. THE RIGHT WAY TO
INJECT BRAND TO CAMPAIGN
• CORE
BRAND
• AMBASSADOR

35. THE RIGHT WAY TO
INJECT BRAND TO CAMPAIGN
• CORE
BRAND • BRAND DNA
• AMBASSADOR
• GET TALKING ABOUT

36. UNDERSTAND YOUR BRAND’S DNA
AND CREATE THE IDEA WHERE YOU BRAND
CAN SHINE !!!

37. DON’T BE “LẠC QUẺ/VÔ DUYÊN “

38. HOW TO FIND BRAND’S DNA?
MAGIC FORMULA
“*BRAND+
believes the world
would be a better
place if …”
ASK OGILVY

41. HOW TO GENERATE IDEAS

44. HOW TO CREATE BRAND AMBASSADOR?

45. BY UNDERSTANDING
“A BRAND IS NOT FOR EVERYONE”

46. FIND THOSE YOU SHARE SAME CORE VALUES
STATE A MISSION
JUST DO IT

47. C - CHANGE

48. THE GREAT COMMUNICATION CHANGE THE THINKING/ATTITUDE

49. “BEGIN WITH THE END IN MIND”
• BEFORE
CHANGE • THE CHALLENGE
• AFTER
• THE RESULT

50. ADDRESS THE CHALLENGE
DIGGING THE INSIGHTS
CHANGE IT THROUGH COMMUNICATION !!!

51. YEAH, BUT HOW ABOUT “D” …

52. 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

53. BRIEF INTRODUCTION
Community management
Head of Client Services
Head of Strategic Planning

54. AND DIGITAL IS THE BEST FRIEND OF
GREAT IDEAS

55. Martin Weigel – Head of Planning/ W+K Amsterdam

56. RECAP
• ATTENTION:
– BENEFIT
– CLEAR
• BRAND
– CORE (BRAND DNA)
– AMBASSADOR
• CHANGE:
– AFTER:
– BEFORE:
• DIGITAL:
– ASK @DUNG.NGUYEN@AIIM.EDU.VN

57. MARKETER vs ADVERTISER
THINK CONSUMER THINK HUMAN

58. LIKE MARKETING, LOVE ADVERTISING?
Download slide:
www.slideshare.net/aiimeducation
More info:
Dung.nguyen@aiim.edu.vn
www.aiim.edu.vn

59. THANK YOU FOR LISTENING