Creativity and Copywriting - Strategy

Creativity and CopywritingLecture 3

CreativeThinking

AdReview

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 3

Lecture(Part 1)

CreativeThinking

LECTURE BREAKDOWN

Wrap-Up

On some basis show, then define, how one word is the odd man out.1

You can not use the physical nature of the words.2

Bubble. Paranoia. Plaster. Seasick.3

You have 5 minutes to write down your thoughts. 4

“Odd Man Out”

Creative Thinking


CreativeThinking

CommercialBreak

Lecture(Part 2)


Lecture(Part 1)

Ad Review

LECTURE BREAKDOWN

Wrap-Up

Do you like the ads? Why?

What adjectives best describe the mood of the ad(s)? How does the ad convey this mood?Who do you believe the ad is speaking to? Why do you feel that this is the target audience?

How would you define the role of the copy?

Ad Review


Ad Review

Ad Review

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)


Lecture(part 1)Lecture(Part 1)

LECTURE BREAKDOWN

Wrap-Up

Lecture 3: Strategy



From research to strategy

The creative brief

The advertising strategy spectrum

Agenda



The creative brief


Agenda


Research

FlickruserTomMrazek


Discovery Strategy

Strategy

Lynn CS4029 Lecture 3Lynn CS4029 Lecture 3

Strategy

Information Understanding

Lynn CS4029 Lecture 3Lynn CS4029 Lecture 3

Strategy

Just the data Story in the data


Discovery is seeing what everybodyelse has seen, and thinking whatnobody else has thought.

Albert Szent Gyorgyi“

FlickruserTomMrazek


Research

FlickruserTomMrazek


Discovery Strategy

Strategy


Discovery Framework

Human Truth

Cultural Truth

Product Truth

Credit: Publicis MOJO Australia

What is the truest thing we know about the product

What people need, care about or value

What’s happening in the world? Is there a relevant trend to ride?


Human Truth

Cultural Truth

Product TruthPayment is a personal payment

tool that helps me get shopping done.

It feels good to get jobs done.

Technology is bringing productivity and efficiency to every aspect of our lives.

Discovery Framework


Payment makes it happen.

Strategy

Discovery Framework


Resulting Work


Same Brand - Different Strategy



The creative brief


Agenda


Product-Oriented

Consumer-Oriented

Strategy Spectrum

When you artificially separate the flow of advertising, all categories –including these are false, they’re distinctions in type, but messier in reality…use the iea of them, but don’t be bound by them.” - Felton


Generic Claim: Selling the principal benefits of a product category

When to use: new and best-selling products

Strategy Spectrum: Product


Product Feature: Selling a product feature

When to use: When the feature is the best or unique



Testimonial: Using people to explain what they like about the product

When to use: When you have resources for celebrities or influencers



DemonstrationComparison

IconInformation

Product-Oriented Consumer-Oriented




Strategy Spectrum


Brand Image: Selling the personality of the brand

When to use: Commodity products, badge brands

Strategy Spectrum: Consumer

Lifestyle: Selling the association between the product and a way of life


When to use: Distinct consumer group


Before and after: Selling the difference a product can make in your life


When to use: When you can visualize the difference



InteractiveCause-related

Pop culture


Strategy Spectrum


Product-Oriented Consumer-OrientedSavings Emotion

Strategy Spectrum

Vignette strategy –Presents a little story


Strategy Spectrum: Emotion

Shock strategy –Plays a surprising the audience in some way




Sexy

Challenger

Anthropomorphism

Honesty






Value Strategy –selling a great deal


When to use: Retail to drive foot traffic

Strategy Spectrum: Savings


There is no single, right strategy.

FlickruserFaceMePls


FlickruserSee-ming Lee

There are better strategies.


FlickruserKotaroMachiyama

Ultimately, there is simply the strategy that you sell.

Credit: Fran Clayton, CSO DDB Australia Lynn CS4029 Lecture 3

Great: Unexpectedly obvious

Good: Simple and true

Bad: Accurate but limiting

Ugly: Complicated, disconnected, forced, old

Strategy Evaluation

CreativeThinking

Ad Review

Lecture(Part 2)


Lecture(Part 1)

LECTURE BREAKDOWN

CommercialBreak Wrap-Up

Commercial Break


CreativeThinking

Ad Review

CommercialBreak

Lecture(part 2)


Lecture(Part 1)

LECTURE BREAKDOWN

Lecture(Part 2) Wrap-Up



The creative brief


Agenda


The Creative Brief

Please be concise and try not to exceed 1 page

What is the key objective? The reason behind this campaign e.g. get pre-orders before launch, encourage trial, etc

Who are we talking to? Brief description on the demographics/psychographics and product usage. Also explain what would motivate them to buy product or what would make them hesitate

How is the product/service different from the competition? Explain if there is something different about the way the product is made or used as compared to your competitors

What is the Single-Minded Proposition? The ONE important thing we can say about the product/brand e.g. product truth or brand personality

What are the substantiations for the proposition? Support your SMP with only relevant facts and figures

What is required and what are the Mandatory Inclusions? State if an integrated campaign is needed, or a one-off announcement ad, etc. Please limit them e.g. logos, taglines, phone numbers

What do we hope to achieve after the communication? Explain the net take out of this campaign e.g. sales would have increased by 10% or we will have more traffic to the stores, etc

What is the desired tone and manner? Define how we want people to feel about the brand e.g. warm and friendly or authoritative, etc

Brief Written By: Brief Vetted By: Brief Approved by:

Client: Attn: Date in:

Brand: Product: Job No:

Project Type: Advertising Category: Business Area:

Sales Organization: Profit Center: Purchase Division:

Job Title / Description:

Account Team: Creative Team:

Media Team:

Budget: Production: Media:

Timeline:

Creative Brief


Business Objective1

Problem2

Target Audience3

Proposition/Persuasive Idea4

Proof5

Creative Guidelines6

Creative Brief - Components

What we need to achieve

A goal, not a task

Measurable and directional


Good: Excite existing users to use Payment more often when

transacting online.

Ugly: Launch a brand campaign.

Creative Brief - Objective

The one issue that we need to overcome to achieve the objective

Beware of the obvious


Good: After years of paying in the offline world, consumers are in the

habit of reaching for their wallet, and using their credit card when they shop online. They feel their credit

cards are just as good as other ways to pay, and at least they know how to

use them.

Ugly: Payment is not people’s first choice when they pay online.

Creative Brief - Problem

Not just a description of demographics, but a

truth about who they are that’s relevant


Good: Medium to heavy online shoppers – mums, techies,

entertainees, & fashionistas in particular – who have a Payment account but use it infrequently.

Ugly: 25-50 year old Australians who shop online.

Creative Brief – Target Audience

The crux of the strategy

Focusses on what the brand can be and do, not say

Simple, surprising and single-minded


Good: Payment makes it happen.

Ugly: A more premium X.The best of X.

Anything that requires an explanation or is ambiguous.

Creative Brief – Proposition

The most compelling brand/product truth

The substance behind the idea


Good: Payment is a personal payment tool that enables more online shopping trips to go right

because it’s secure, flexible, AND easy.

Ugly: Anything that is marketing speak or unimportant.

Creative Brief – Proof

The voice and mood of the communication

Selective and cohesive


Good: From American to feels right for Australia. From passive to an

active part of my life.

Ugly: Authentic. Honest. Friendly.

Creative Brief – Guidelines

Lynn CS4029 Lecture 3 FlickruserTomMrazek

Without a crisp, elegant statement toguide [you] and keep [you] honest, noneof [you] stand a chance of pulling offwhat you get paid to do.

John Colasanti, CEO of Solve Agency“


Needs to be single-minded

Needs to be interesting

Needs no extra words

Needs to be based in truth

Creative Brief – Evaluation

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)


Lecture(Part 1)

Closing

LECTURE BREAKDOWN

Wrap-Up


Great creatives are also closet strategists.They can see the opportunities inside of aproblem, they study the behavior of theiraudience and combine those two things tocreate an idea that is persuasive.

Ryan Caroll“FlickruserTomMrazek


Wrap-Up

Drop the mic


Marketing

Creativity and Copywriting - Strategy