idea - the currency of the 21st century

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Chapter 6: IDEA The Currency of The 21st Century

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How Do You Come Up with the Big Idea?

James Webb Young, a former creative vice president at James Walter Thompson describe a 5 step process his book.

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How Do You Come Up with the Big Idea? … con’t

§  Immersion ‣  Engross yourself in background

research, visit client, watch consumers interact with your brand.

§ Digestion ‣  Play with information à look at

different angle.

‣ Make a list of feature à doodle or write down phrases.

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§  Incubation ‣  Do the activities that can relax your mind

§  Illumination ‣  Let the brain relax after being loaded with info à

spur out the idea.

»  E.g. Case of Roche Commercial

We’re all born into this world small, within 3 – 4 pounds of each other. Then life happens. And we can end up

weighing more than is healthy for us.

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§ Reality testing ‣  Ask yourself à is that the potential idea? Solve the

problem? Is it on strategy?

‣  Don’t make too early evaluation, otherwise it might turn to so-so idea.

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There’s a Big Idea in the Creative Brief

§ Creative brief = road map for your idea-generation.

‣  E.g. Kellogg’s Nutrigriain breakfast à consumers want to eat the right thing.

Healthy food will make them look & feel good, but be tempted by junk food that straight to hips & thighs.

Respect yourself in the morning

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Turn an Idea into a Campaign Theme

§ Does the idea stand the test of time?

§ Can you create campaign for it? ‣  E.g. Bud Light ‘concept that guys will go to great

extremes to protect their favorite brand of beer.

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From One Big Idea to Hundreds of Ideas

Where Will Your Ad Run? §  Select the right time to the right media. § Think beyond the traditional media or out-of-home

(OOH) ‣  e.g. shopping carts, bus shelters, park benches, and

trash dumpsters.

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From One Big Idea to Hundreds of Ideas … con’t

What’s the Context of Your Message? § What do they do when see or hear your ad?

What’s in the News? § Did something major just happen? § Current events reflect what’s on people’s minds?

‣  E.g. sport events? election, and TV shows.

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IKEA embraced change in D.C. the week before Obama’s inauguration

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Can You Borrow from the Pages of History?

What If Your Product Were Something Else? § Make an analogy … what if the product were

‣  Animal, persons, etc.

What Is Your Target Audience Reading & Watching? § Books, movies, games, and TV program can serve as

inspiration. § Variety or the pop culture that relevant to target

audience.

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What does the Product Look Like? § Make the product feel special e.g. Burger King’s ‘Fiery

fries’

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Where is the Brand Made & Sold? § Customizing the

message & reflect the distinctive personalities of the regions.

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Is there an Ideal Spokesperson or Spokes-character? §  Spokesperson or advertising trade character can help

you break through the clutter & relevant connection with your target audience.

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Is there an Idea in the Brand’s Name? § Make the brand name become recognize quickly

‣  E.g. Aflacts à message on what Aflac does.

» We’ve got you under our wing.

What’s the Opposite of What You’re Trying to Say? § Are you trying to say

‣  something’s comfortable but show uncomfortable.

‣  Sell something big but show a tiny detail.

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No backseat, no backseat driver

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Guidelines for Brainstorming § Don’t think you must come up with the big idea all by

yourself. ‣  Better to own 20% of a great idea > 100% of a so-so

idea.

‣ Work independently at first à bounce ideas off your creative partner.

‣  Free association & brainstorming with a group of 6 – 12 people.

‣  Keep the session going & not kill any ideas à after the session quality > quantity.

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Guidelines for Brainstorming … con’t

§  Start a swipe file ‣  You shouldn’t swipe ideas, but can use a

springboard.

§ Pay attention to life’s experiences ‣  Emotional connection with consumers

‣  Note of situations that move you

‣  Scenarios that will trigger an emotional

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Guidelines for Brainstorming … con’t

§ Give yourself some down time ‣  Need to give your mind a break, otherwise à you’ll

overload on stimuli.

‣  Spending time alone; turning off the television, radio, and e-mail for a week

»  remove extra noise = meditation

‣ Write a journal every day to keep your idea flowing.

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Using Criticism to Improve Your Ideas

§ Working in teams & checking your work by asking others to react to it.

§ The ad can be judged as both consumers & professionals.

§ Evaluate on work, not the person.

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Using Criticism to Improve Your Ideas … con’t

§ Make ‘I’ statement. ‣  I’m confused by this sentence, not confused me.

§ Be clear & specific, commenting on the work, not the person.

§ Never say, ‘this is great, but …’

§ Control your emotions & speak in a normal tone of voice.

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§  Show some empathy & understanding

§ Offer practical suggestions ‣ Without suggestion à useless.

§ Be honest ‣  If you don’t like something à start &

end with positive and insert negative between the two.

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Common guideline for nonverbal behaviors: § Make eye contact with the person

§  Show your interest though a warm & expressive tone of voice.

§  Use facial expression that are consistent with your message.

§  Don’t slouch or slump

§  Stand or sit an appropriate distance from the other person.

§  Choose an appropriate time & place for this discussion.

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Briefcase: The cows are singing, “California here I come!”

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California Milk Advisory Board § Premise of campaign introduced in 2000:

‣ Great cheese comes from Happy Cows à Happy Cows come from California.

§ Expanded campaign in 2008

§  Invited consumers to vote online for the next Happy Cow

§ Ten bovine finalists competed online & on television

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Results

§ “Imagine motivating consumers enough to elicit over 300,000 votes for fictitious cows. We are very

impressed with the results.” §  ��

- Michael Freeman, Vice President, Advertising, for California Milk Advisory Board

idea - the currency of the 21st century

Marketing