BUSCD 2: What is a big idea?

#BUSCD Session 2

What have we learned?

The new advertising:

A new strain of marketing in which the brand, agency and consumer work together to reach a tangible, meaningful goal. As a decade of digital interaction gives way to social and collaborative initiatives, brands and marketers no longer need to rely exclusively on traditional, short-term campaigns as their default strategy in the battle for consumers’ hearts and minds.

Campaigns:

Having evolved to suit the tightly defined media options of the past, a campaign is the end product of the creative process, done and finished when it goes out the door.

Digital Assets: (platforms, apps, programs, utility):

Platforms and projects, on the other hand, live on. They rely on consumer participation. They are collaborative and communal, and evolve over time. They demand more time, attention and monitoring, as they are never finished, but they can leave a deeper, long-term impression.

Blogs: first time, platform, links, embeds, comments

Assignment: challenging or easy; did you learn anything by doing

Stream: your favorite item not posted by you, why?

Standups: 150 out of 1000 grade points. Yikes.

Evaluation criteria: choice of work; analysis of strategy, target, media and creative; presentation (materials); eloquence, eye contact, ability to captivate audience.

Assignment

What is a big idea?

Are there multiple kinds of big ideas?Ultimate Driving Machine / The Hire

15 seconds / Cavemen

Just Do It / Nike +

1984 was a big idea that was an ad

Think Different was a big idea that was a campaign

The combination of technology and humanity is a big idea that goes forever.

Mercedes Gleitze was the first women to swim the English Channel in 1927.

Description

Find any campaign that is rooted in a big idea. Stay away from Nike (Just Do It) or Coca Cola (Happiness) and find something not quite so omni-present. We will talk about ideas like Jet Blue (You Above All) and others next week, so this assignment precedes in-class discussion. Hint: Patagonia Common Thread. Olympus Pen Ready. Mont Blanc Beauty of a Second.Pick a campaign and analyze:What is the big idea? What is it supposed to accomplish? Is it a creative big idea.--awareness, memorable, competitive differentiation, focus, etc.Is it expressed in a tagline?  Or through brand behavior?Is it about the product, a customer promise, a fundamental belief?Does it differentiate the brand from others in the category?Does it (could it) extend beyond advertising to behavior, social media, apps and utilities?Do you believe it is enduring?In the pantheon of "big ideas" (Think Different, Pepsi Refresh, Ultimate Driving Machine, Shift ____, King of Beers, I Want My MTV, The future is now.)Given all the ways that consumers interact with the brand you have chosen -- apps, in-store, web, search, social -- where does it make the greatest contribution (where on the funnel?)

Stand ups: Team C, each person, 3--5 minutes, slides

#BUSCD special guest: Kelsey Hodgkin

Enduring Ideas

Heineken

Patagonia

Dulux

Olympus