desicreative.com

hi creative minds!
how do you define an idea? "the big idea" if you will.

Well...for me it's a single thought that can engage the target customer at all touch-points! Fly 360 degree, in short.

You just know it... you get butterflyes in stomach etc

Fly 360 degree

What is 360 Degree? Isnt it something used in Ogilvy? Do you work for Ogilvy?

a big idea is one that is media neutral. it works cross category. it builds brabds with lasting brand idea.

i've always thought of a big idea as an idea with "legs." can you continue to pull fresh content from a concept? can you take those ideas and run them through tv, print, interactive, gorilla, ect. (as mentioned above).

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

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

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.

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

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?

Hate something, Change something.
I'll leave it your imagination.
An big idea in my opinion is what is campaignable - can see it working across all channels.

i think a big idea would be something (anything) which makes sales or desired consumer response go up signficantly which would otherwise not have happened. what say?

but should advertising translate into sales? isnt that the job of the sales department?

which is why i said sales or desired consumer response.

'desired consumer response'
i have always found that statement so funny.