hi creative minds!
how do you define an idea? "the big idea" if you will.
idea???!!!
Moderators: kikikikikiki, diptanshu, Dalbir
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cozznriots
- Posts: 6
- Joined: Wed May 24, 2006 9:43 pm
- Location: boulder, co
So in a way, the ABSOLUT Vodka ads have a Big Idea. Its cross media compatible, is absolutely extendable and always manages to surpirse us. of course there are turkeys there as well.
from 'Association of National Advertisers INC
Developing the BIG Idea to Connect With Your Audience
Effective campaigns start with big ideas and it shouldn’t matter where the idea comes from, the advertising agency, the pr agency, or internally. What is most important is to understand is how to find the big idea. Importantly, they should always come from consumer insights. Big ideas must be connected and integrated in order to be successful. The big idea is not about the medium but the message. By thinking differently and tapping into your customer knowledge base, developing those big ideas is not as hard as it seems.
What is a big idea?
Overarching concept that reaches the audience new and different ways
Doesn’t always come from advertising
Thinking Differently!
Game-changer that catapults your marketing program to the next level
Why is a big idea important?
Consumers are more empowered
Skip commercials with DVR
Get info from the Internet
User-generated content
A successful big idea can do the following:
create integrated campaign with multiple initiatives
reach audiences in many new ways
bigger ROI
does NOT have to launch a program; can give it “fresh” legs
separates your product/company from the pack
from 'Association of National Advertisers INC
Developing the BIG Idea to Connect With Your Audience
Effective campaigns start with big ideas and it shouldn’t matter where the idea comes from, the advertising agency, the pr agency, or internally. What is most important is to understand is how to find the big idea. Importantly, they should always come from consumer insights. Big ideas must be connected and integrated in order to be successful. The big idea is not about the medium but the message. By thinking differently and tapping into your customer knowledge base, developing those big ideas is not as hard as it seems.
What is a big idea?
Overarching concept that reaches the audience new and different ways
Doesn’t always come from advertising
Thinking Differently!
Game-changer that catapults your marketing program to the next level
Why is a big idea important?
Consumers are more empowered
Skip commercials with DVR
Get info from the Internet
User-generated content
A successful big idea can do the following:
create integrated campaign with multiple initiatives
reach audiences in many new ways
bigger ROI
does NOT have to launch a program; can give it “fresh” legs
separates your product/company from the pack
Case Study: Got Milk
Problem: Milk sales down
Solution: Focus on “laughing” not “lecturing”
From Peanut Butter to PMS
Making milk “COOL”
Results: Got Milk becomes a BRAND
It started as an ad-campaign but included PR campaigns
Over 90% awareness
1994: milk sales increased: 740 million to 755 million gallons
Case Study: Diamond Sales
Problem: Diamond ring sales declined
Solution: Create a new demand
left-hand equals commitment; right-hand equals independence
Results:
Total rings grew by 6% generating additional $1.7 billion
Upscale jewelers reported increases of up to 34%
Fashion rings grew among single women by 23%, exceeding target of 10%
Awareness of “right-hand ring” soared to 65%
50% said campaign made them look at diamonds differently
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shantyarow
- Posts: 410
- Joined: Sun Jul 23, 2006 11:26 pm
- Location: Dubai
- Contact:
Does it give you, the creator, a tingling feeling that runs across the spine, combined with goosebumps all over?
Does it give the client, value for money, enhanced impact, and memorability across every medium his every dollar/dirham/rupee is invested in?
Does it give consumers a reason to make the product an intrinsic part of their everyday lives, do they love it like a friend, does it involve them to such an extent that they cannot live without it?
That, in brief, my friend, is a big idea.
Does it give the client, value for money, enhanced impact, and memorability across every medium his every dollar/dirham/rupee is invested in?
Does it give consumers a reason to make the product an intrinsic part of their everyday lives, do they love it like a friend, does it involve them to such an extent that they cannot live without it?
That, in brief, my friend, is a big idea.
big idea to me
for me, big idea is when you found one simple thing that can communicate all the needs (yourself, client, agency and audiences).
that thing is something you always found in everydays life, so familiar yet unfamiliar when you see and found it.
(quoted from someone i forgot "turn the familiar into unfamiliar, and the unfamiliar became familiar".)
the idea doesn't need to be able being done across all media, since i believe each media has it's own characteristic
and last but not least, the idea must make peoples want to spent more time with itself. Cheers
that thing is something you always found in everydays life, so familiar yet unfamiliar when you see and found it.
(quoted from someone i forgot "turn the familiar into unfamiliar, and the unfamiliar became familiar".)
the idea doesn't need to be able being done across all media, since i believe each media has it's own characteristic
and last but not least, the idea must make peoples want to spent more time with itself. Cheers
Great! So most of us know what a Big Idea is! But why is it so elusive?
take a look at this thread:
http://desicreative.com/phpBB2/viewtopic.php?t=1319
do you see a big idea in any of these REAL ads as scanned from a REAL magazine?
take a look at this thread:
http://desicreative.com/phpBB2/viewtopic.php?t=1319
do you see a big idea in any of these REAL ads as scanned from a REAL magazine?
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kikikikikiki
- Posts: 463
- Joined: Wed Apr 12, 2006 10:41 am
- Location: mumbai
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kikikikikiki
- Posts: 463
- Joined: Wed Apr 12, 2006 10:41 am
- Location: mumbai
