Fundamentals ofCreative Development

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Ideas that don’t tell.

Quick RecapWhy we advertiseRole of creativityWhat makes an ad creativity when it’s a message

Ads that earn your attention, but rely on paid media.

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OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

Who creates these ads?

Writer and art directors.

What are the shortcomings of ads and campaigns like these?

They work. But...they are expensive, they are temporary, they are mostly passive.

They are not going away. But they derive from an era when we (brands and marketers) owned the media and could “broadcast” our sales pitches.

Today we live in an age of social media and participation.

Consumers no longer want to play a passive role. Nor do they have to. At a minimum, they want to choose what they engage with and when they engage.

More likely they want a chance to comment and share. Ideally, if an idea is good enough, they’ll actually participate -- sometimes before the fact, sometimes after -- in the process creating more content that spreads across the web, attracting attention to the original idea, liking the brand or the product for allowing them to be part of the experience.

What does a brand have to do or create to achieve such a level of participation?

ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms

Think about your own use of technology, media, content.

Consider how you !nd out about brands and products. Identify the problems, frustrations, needs you have that brands could solve with marketing as utility?

Factor in context. Where are you? What are you doing? What makes sense at that moment?

Ask what a brand has to do to get you to pay attention, engage, and more importantly, stay involved.

How can you demo Ford’s new Park-Assist feature?

Pinball Park Assist

Who: Ford

What: To promote the Active Park Assist feature on the new Ford Focus, Ogilvy of Paris “turned the quest to !nd a parking spot in Paris into a giant life-size game of pinball.”

Drivers come across one tiny parallel parking space. “Above the cars stands a giant pinball billboard that displays each driver’s score as they play the full-size parking game. Sensors in the surrounding cars’ bumpers register a ‘hit’ anytime they are touched at all. The driver’s score is tallied on the giant board for everyone to see.”

The “winner” – or worse parker – received a free Ford Focus with the Active Park Assist feature to park in the space without a single ding.

Why: Leveraged the notoriously dif!cult parking situations in Paris to highlight the Active Park Assist feature’s relevance to anyone who drives in the city.

Link: http://www.youtube.com/watch?feature=player_embedded&v=DAM_HLj1QOo#!

How can you encourage trial in a way that involves users to create content?

National Honesty Index

Who: Honest Tea

What: Honest Tea set up its own social experiment this summer with unmanned pop-up stores around 30 cities that asked people to pay $1 when they took a bottle of tea. Unknown to all passersby, Honest Tea also set up hidden cameras to !nd out who actually followed the honor system. They then compiled the data from their videos to create the National Honesty Index, a website that features interactive infographics about who is honest ... and who is not.

Why: Spreads and builds the brand’s core values in a way is fun, interactive, and shareable for anyone involved – from those who took tea at the pop-ups to those who check out the infographics

Link: http://thenationalhonestyindex.com/

How do you get people to drink more of your beer?

Bud Clock:

Who: Budweiser

What: Budweiser created a “Bud Clock” that counts down to the end of the Happy Hour. Every Budweiser you buy at the bar gets you a QR-coded coaster that, when scanned by the Bud Clock, adds 1 minute to the Happy Hour countdown.

Why: Provides a direct incentive for partygoers to purchase more Budweisers at the exact point of purchase

Link: http://adsoftheworld.com/media/ambient/budweiser_budclock

Can Charmin’ redeem itself for years of heinous advertising?

Charmin’ Sit or Squat

Who: Charmin

What: An app to help people identify clean, nearby public restrooms from their phone.

Using basic mobile technology and location based services, users can simply open the app and !nd a restroom.

More importantly, they can contribute by uploading locations that they identify with a few simply entries.

And, if they are so inclined, they can join, which, of course, gives the brand data about who they are and where they go.

Why: Provide utility, marketing as service, capture data, hope that doing something for customers translates into loyalty or trial.

Link: https://www.sitorsquat.com/

Who creates these ideas?

What is the shortcoming of efforts like these?

Hard to scale, can’t guarantee size of audience or reach, slower build.

Need a combination of everything. Driving brand idea.Advertising for awareness.Social for engagement.Experiential to connect in context. Mobile to be ever-present. Shareable ideas to be viral. Platforms to be lasting vs temporary.

So now what are the fundamentals ofcreative development?

Art and copy

But also, an understanding of media, technology, consumer behavior, social, mobile, experiences.

Got ideas?