Developing creative social concepts
What’s the difference?
A creative concept in advertising is about developing an execution to
broadcast a message
A creative social concept means developing ideas that facilitate
interaction
What goes into a creative social concept?
Objective: e.g. increase sales of MyStuff
Product / Service
Social object: e.g. culture, sport, fashion, shopping
Creative social concept
Social hook: utility, experience, sharing,
gamification
Audience (s)** For simplicity audiences are given in broad terms in this ppt
What comes out?
Creative social concept
Characters
Content
Essence
Interest point (s)Content
Characters
Content
Temporality
Platform (s)Location (s) and
mood (s)
The ‘essence’ is the root of the campaign, its meaning, the way it can be understood in its simplest form
Creative social concept
Characters
Content
Essence
Interest point (s)Content
Characters
Content
Temporality
Platform (s)Location (s) and
mood (s)
‘Temporality’ takes into account where a person is, their potential mood and the platform upon which the
interaction is taking place
Case study
Objective: sell Puma flip flops
Product / Service: Flip flops
Social object: Design
Puma pimp your sole
Social hook: design, competition
Audience (s): People who wear flip flops
Puma’s creative social concept
Characters
Content
Essence
Pimp your sole
Characters
Content
Interaction
Design, Flickr photos, upload to Facebook
Case study
Objective: increase sales of Colgate
Product / Service: Toothpaste
Social object: Smiling
Colgate keeping Britain smiling
Social hook: charity donation, taking pictures
Audience: People who brush their teeth
Colgate’s creative social concept
Characters
Content
Essence
Keep Britain Smiling
Characters
Content
Interaction
Design, upload to Facebook
Case study
Objective: develop Vodafone brand awareness
Product / Service: Mobile network
Social object: Festivals, music
Sziget Music Festival Augmented Reality Layar
Social hook: utility, useful information on your mobile
Audience: Mobile phone users
Vodafone’s creative social concept
Characters
Content
Essence
Using your mobile to augment your festival reality
Characters
Content
Interaction
Consume complex location-specific information in an accessible way
Case study
Objective: sell the new Ford Focus
Product / Service:Cars
Social object: Travel
Doug the Ford Focus Spokespuppet
Social hook: sharing and commenting on Doug’s
journey
Audience: Drivers
Doug the Ford Focus Spokespuppet
Characters
Content
Essence
What happens on Doug’s travels
Characters
Content
Interaction
Interact with Doug on his roadtrip via Facebook
Case study
Objective: sell Nike superfly football boots
Product / Service: Football boots
Social object: Famous football players
Who is superfly?
Social hook: opinion
Audience: People who play football
Nike’s creative social concept
Characters
Content
Essence
Who is superfly?
Characters
Content
Interaction
Like the player on Facebook and comment on why they are ‘superfly’
Mariam@MariamCookhttp://mariamz.wordpress.com/