AdPrin - Strategies, Ideas and Design

8/3/2019 AdPrin - Strategies, Ideas and Design

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Strategies, Ideasand Design


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REMINDER:Keep in mind, whatever strategy, idea,design execution you choose, be sure

to have a logical reason for it.Never ever do anything just because

it s cute


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STRATEGY is what you need in order tosolve problems as tricky as that.

Strategy is more than just a document you draft with yourcreative team

It is the careful planning on how to find the best solution toyour problem, maximizing all possible resources, trying andtesting all possible options, using all possible channels, goingthrough all possible avenues JUST TO SOLVE THAT ONETRICKY PROBLEM.


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How do you arrive at the best possibleSTRATEGY?

As discussed in class:

Do your research. Find out the position of the brand in themarket s mind and in the market place. (Positioning:Number 1, best in category, the original )

Pin down your goal. What exactly do you want to achieve?(Objective)


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Identify a Unique Selling Proposition (USP). What is mostunique about your brand? Something you have that othersdon t have.

Study the market. How is the best way to talk to them? (Adcategory)


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The SM Retail Group has upgraded theirofferings/merchandise in terms of style

and quality, and would like the generalpublic of this major change. What canbe done? How?

SAMPLE CHALLENGE:


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Do research:The existing market is a diverse group, yet with a commondenominator they aspire for elan (look up if unfamiliar!)

Pin down goal:Make the target market want the SM brand as part of theirlifestyle

Identify USP:Famous for shoes

Best way to talk to the market:Use a celebrity with elan

SAMPLE STRATEGY:


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Create a campaign that will launch SM Department Store as astore that has evolved from a shoe store -- with origins inQuiapo -- into a fashion destination for all Filipinos across the

nation.

Use Charlene Gonzales, a celebrity with a wholesome imageand famous for her elan as a beauty queen, sophisticationas a celebrity, and practicality as a wife and mother.

Make every Filipino say: My Store, My SM.

SAMPLE SOLUTION


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What are the three STRATEGIES that hold acampaign together?

CREATIVE STRATEGY

COMMUNICATION STRATEGY

MEDIA STRATEGY


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CREATIVE STRATEGY

Remember our credo? IT IS NOT CREATIVE IF IT DOES NOT SELL.

Creativity means being able to do something new aboutsomething that has probably been done before. How manytestimonials exist? How many have used mascots? Slices of life?

Celebrity factor?Creativity means presenting something common in a differentlight.

CREATIVE STRATEGYCOMMUNICATION STRATEGYMEDIA STRATEGY


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CREATIVE STRATEGY

The creative strategy involves the physical attributes of anartwork.

What colors, layout style, typefaces, type of images wouldappeal to your TM, at the same time, make your brand stand

out?This is where all your learning in graphic design, layout,typography, cartooning, animation all come in.

CREATIVE STRATEGYCOMMUNICATION STRATEGYMEDIA STRATEGY


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I want to use RED for 3-Day Sale. WHY? Because red is veryvisible from afar, it signifies urgency, and it is indeep contrastto the corporate color blue.

I want to use BLAC K and WHITE images for McDonaldsposters in spite of the place having a happy ambience. WHY?Because B/W images allow the viewer to focus on theemotions projected by the images without the distractions of color and effects.

I want to use ambient advertising for to promote Earth Hour.WHY? Ambient advertising has more mileage in terms of visibility compared to print ad, therefore higher chances forrecall about Earth Hour.

>> When deciding what elements to include in thecreatives, always answer the question WHY? . Ex:


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Just because we are visual people, it does not mean we are notconcerned with how we communicate verbally (hence, you willtake up verbal communication in your junior year).

We need to know how to talk to the TM, how to tell the story of

our brand, and how to convince them to buy our brand.Are we going to appeal to their emotions, magpapa-awa effect?Are we going to scare them? Are we going to joke around?

CREATIVE STRATEGYCO MMUNI CATIO N STRATEGYMEDIA STRATEGY


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Aside from the copy format, we also consider the language weuse. Although the American English language is universal,there are some things that are not acceptable just anywhere.

Culture, race and religion are other factors that affect our choiceof communication. (the 6-perspective visual analysis isapplicable to verbal communication)

CREATIVE STRATEGYCO MMUNI CATIO N STRATEGYMEDIA STRATEGY


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I will use Cesar Montano for TM (touch mobile). WHY?because his voice and personality speaks to the targetmarket, the masa, hard laborers, blue collar jobs kind of

people.

I will use a woman s voice for AXE radio commercials. WHY?So men will be more convinced that AXE will really get awoman s attention.

I will make children talk about love for Tiffany & Co. WHY?Because children s idea of love is pure and innocent andhonest, and that is the very essence of the brand Tiffany & Co.

>> When deciding how to tell our story, alwaysanswer the question WHY? . Ex:


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MEDIA STRATEGY

Choosing the most appropriate medium / media means findingthe best way reach your audience, in order for you to tell yourstory.

Where are you TM? What do they read? Listen to? Watch?Where do they normally go? Who do they look up to? Arethey readers? Listeners? Believers?

CREATIVE STRATEGYCOMMUNICATION STRATEGY

MEDIA STRATEGY


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MEDIA STRATEGY

With the onset of technology, the media possibilities areendless. But we have to keep in mind, nothing is more importantthan making sure you get your message across the best waypossible.

CREATIVE STRATEGYCOMMUNICATION STRATEGY

MEDIA STRATEGY


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I will do a video and use social media for Pepsi. WHY?Because word spreads like wild fire in social networks.

I will synchronize all local channels (2, 5, 7, 23) so that myCoke long play commercial (2 minutes) airs at exactly 7pm onDec. 24. WHY? For maximum impact so that everybody in theirhomes will remember to have coke during their Noche Buena.

I will use a belly wrap for my Fun Run print ad. WHY? So thatpeople will be consciously looking out for the Fun Run ad whenthey start reading the paper.

>> When deciding what media channel to use,always answer the question WHY? . Ex:

Documents

AdPrin - Strategies, Ideas and Design