No two minds. Two people, taking into account the same creative summary, will produce completely different campaigns. This is because ideas are not material from the air. They come from what was read, experienced and observed every day.
In addition, some people are more creative than others because they are more likely to engage in creative thinking. The creative power of the brain is like a muscle - the more it bends, the stronger it becomes and the faster ideas appear.
Many of those who are used by authors of art and copywriters to create advertising are methods borrowed from fiction, film and theater. Books in these subjects are well read.
A good selection of art and industry advertising books in the office is a must. Take a few copies of D & AD, and the specialty reads as Alastair Crompton Copyright creation ,
Below are some of the methods you can use to increase the creativity of your campaign, increase brand awareness and speed the response of the campaign.
Holding it is just stupid
KISS. Holding it is just silly. Express the idea in a small space. Note on a napkin. If you cannot express your idea in a particular diagram or sentence, you probably have no idea. At best, you may have several unforeseen parts.
The fact that many marketers find it difficult to evaluate is ideas in early childhood. Without an idea made with ready-made images, they cannot imagine how far an idea can go, or how much is possible for a campaign. However, evaluating ideas without undue benefit is beneficial.
This allows you to create concepts, and good ideas shine.
Covers - own spaces
The more ideas you can create, the more areas or territories you can cover. To come up with a few scattered ideas is not enough. Instead, ads convert maps into spaces or territories. They identify these territories from customer information, research, and simple intuition.
The idea may be good, but strategically placed on the right territory? Choosing the right campaign can be about finding the right idea in the most fertile territory.
Ads are looking for new territories or new ways to see existing territories. Otherwise, their ideas are non-original and have no influence.
Make your idea a campaign
Ads and customers hate campaign ideas that cannot scale to different media. They require too much exposure, and too often work only on television.
Marketers should follow campaign ideas that can work not only in the saturation of television, but also in advertising banners of a small space. Otherwise, they miss important touch points.
Turn it on your head
During brainstorming, clients and agencies often complain that they get the same ideas. This may be due to the fact that the group is afraid to defy thinking, or the group suppresses ideas that seem absurd at face value.
Without a group ready to take the “untouched” path, brainstorming sessions will give the same results every time. Participants must let go of their fears and criticism and turn their attention to the head.
If car manufacturers always advertise their cars with four wheels, try an idea that has a car without wheels. These are ideas that challenge consumers and generate free press coverage.
Entering something if & # 39; brainstorming exercises can increase the scope of ideas and group effectiveness. Thus, the sum of the parts contributed by the group is greater than any contribution of one mind.
Direct header, dodgy visual
The main components of a print campaign are the headline and visual character. Creating an ad that shows a fancy visual and dodgy title usually results in an ad that is too weird for the audience to interpret. Similarly, if the title and visual image are straight, add stops literally and do not give “ahhha”.
To get the right balance, it seems you need equal parts of the literal and bizarre in advertising. It is worth noting that not every ad has both a title and a visual one. Some are just visual, and some are just a headline.
Is the title the same as the visual?
Younger ads are often mistaken when creating ads with a headline and visual effects that say the same thing. In addition, an example. This creative doesn't work very hard. Both the title and the visual say the same thing.
Instead, try placing non-isolated headings and visual images on the page. Separately, they do not matter much, but when they are brought together, they become a mystery to the audience.
Clever? Or too clever?
Discussion about smart & # 39; advertising does not stop. Smart ads run the risk that their audience is completely meaningless. Conversely, lame ads go unnoticed.
Both statements are true. Disadvantages of advertising Lame. And be too smart to isolate everyone except the jury awards. Means, brand and creative, everything must be weighed in order to achieve the desired effect.
For example, a part for EPURON intended for a viral video could be considered too clever. The idea works on several levels, personifying the wind and requiring the audience to watch it twice. You need to watch it to get it.
If it was a TVC, asking the audience to watch it twice is almost impossible. However, let the fact that the creative was destined to become a viral video on YouTube (so that it can be played more than once), a witty element works in its favor to make it more viral.
Actual problems
Ads can use context from a public domain that is current. Sport, religion, politics, sex - these are all beneficial places to rent. Building an idea around an actual problem can be very strong and often controversial.
Humor, fun, perforation, winnings
Humor is a gag, perforation line, winning is good methods to read the audience. Understand that most advertising is interrupted. Compensating consumers by making them smile is the least we can do by interrupting them.
Ideas that show fun things that are really fun can get a lot of love and run. In fact, the funniest ones often insult some segments of society.
When you deploy humor, make sure it's funny and connected to the brand. Otherwise, the gag will be remembered, but the brand is quickly forgotten.
Impact value
For some industries, such as smoking against tobacco, with the participation of real people dying from cancer associated with smoking, it is statistically proven that they are more effective than other methods. The problem with shock campaigns is rapid fatigue. They lose impact value. Today's shock is worldly tomorrow.
This forces advertisers to go in pursuit of another shocking visual or statistical. In the long run, it’s not easy to support these campaigns.
Items and visual puns
These were once very popular methods. There was a time when you could scroll the magazine, and almost every page had a pun.
Smaller puns are not created as a title, but as a visual. They are called visual puns. Most creative people agree that the use of puns should be avoided.
Puntsy risky. There is often no core idea in their heart, and therefore they are a threat to the campaign.
Gunts - the last resort.
neighborhood
Comparison is achieved by combining two dipole images. Take, for example, the faces of two opposing coaches of a football team; or cheap car and luxury car. These are two extremes that have a common relationship, but very different. Together they create amazing visuality. Their extreme differences generate new meaning when they are placed next to each other.
Comparison can be useful to challenge stereotype and change opinions.
Metaphors and hyperbole
Metaphors are one of the most common storytelling methods. Not surprisingly, advertisers often use them. Metaphors borrow from a construct that the audience understands in order to explain another construct that they know little about.
For example, food forks can be a metaphor for sexuality.
Metaphors can also be hyperbole. Hyperbole - deliberate exaggeration of the emotional effect. The effect is intentional, and the audience should not interpret the hyperbole literally.
Irony
Irony is a way of expression that draws attention to the mismatch between two levels of knowledge. The definition of irony in its simplest form is the difference between what someone would reasonably expect and actually do. This means that what happens, that you would not even expect to expect, is considered ironic.
alliteration
Alliteration is a series of repetitive sounds of consonants occurring at the beginning of words or in words. Alliteration is used to create melodies, create moods, draw attention to important words, and point out similarities and contrasts. They appear in headlines, headlines, and campaign headers.
Alliteration makes the phrase sound a little more memorable and memorable.
Sticky ideas
Sticky, as a rule, what you get when one or a combination is higher works very well. You get advertisements that are talked and written about. The ad campaign that makes sticky is viral. Without much intervention or media, the audience transmits and shares this idea, often changing it and making it their own.
This recent Heineken TCEs combined several of the methods discussed in this article and nailed it.
