in IKEA has collaborated with local communication agency ubi bene to install a climbable wall made of dozens of the swedish brand's furniture products. (RT @designboom: climbing into bed - literally!
Betty QY Fang's insight:
In celebration the new opening, IKEA installed an outdoor climbable vertical apartment, which is very attractive and get people a new experience for the brand and products.
This superior idea gets people to experience and high involved in the IKEA products, such as sit on the highest soft or swinging chairs on the world, and climbing up a vertical bed.
This activities does not cost a lot, but because of the big idea, it gets many attention in France. This is not the first time IKEA brings out something amazing. In Japan, IKEA made a special train with all the IKEA furniture and invite people to come and enjoy a IKEA journey.
By using creative idea, good experience really get IKEA under the spot light and customers love these ideas.
Most measures of creativity are based on the work of psychologist Joy Paul Guilford (1897-1987), who defined creativity as the ability to think differently along a number of clearly defined dimensions. Building on Guilford's work, psychologist Ellis Paul Torrance (1915-2003), probably the international leader in creativity research, developed the Torrance Tests of Creative Thinking (TTCT), which are used in the business world and in education to assess individuals' capacities for creativity.
In the early 2000s, Torrance's metrics were adapted to an advertising context by a group around communications researcher Robert Smith from Indiana University. Focusing only on the components that are directly related to how consumers consume and process advertisements, Smith's group defined advertising creativity as the degree of divergence from a norm along five dimensions: originality, flexibility, elaboration, synthesis, and artistic value.
As we describe in our HBR article, we used Smith's scale to assess the creativity of 437 TV advertising campaigns in Germany. We recruited a panel of representative consumers and asked them to give a response on a scale of one to seven to a series of questions. From these responses we were able to assess the various ads and we found that there was significant divergence across ads in terms of the type of creativity that were most salient. Here's how we defined and assessed the five dimensions:
An original ad comprises elements that are rare, surprising, or move away from the obvious and commonplace. The focal element here is uniqueness of the ideas or features contained in the ad. To assess originality we asked three questions:
As we all know creativity is important to create an ad to get more attention and increase the effectiveness. This article well reveals five dimensions to access an ad's creativity, which are originality, flexibility, elaboration, synthesis, and artistic value. The authors selected four clippers to identify each dimension and explained that each dimension is accessed with three questions.
The cone idea closely links to another article "Creativity in advertising, when it works and when it doesn't". In that article authors also mentioned those five dimensions, and they found that the dimensions have varying levels of influence on sales, and the different combination of creativity leads to varying results. Study shows the most-used combination, flexibility plus elaboration, actually is one of the least effective, while the most effective combination, originality plus elaboration, had the most impact. This approach can be adopted in many products and industries, and provide marketers a good tool to measure the result.
This is a very interesting insight to guild marketers to use different elements to create advertising to reach the most effectiveness.
#11 is heartbreaking. (37 Powerful Social Issue Ads That Will Make You Stop And Think. http://t.co/fXGfuFfAEl Amazing #creativity for a cause.
Betty QY Fang's insight:
Here are 37 very powerful and shocking social advertisements that get people to think and to take action. and Ogilvy & Mather Germany's chief creative officer once said "Nothing is more efficient than creative advertising". However, here is a question raised up, does creativity in advertising always work and is there any exception?
According to the definition of creativity, it is a solution to problem, which including originality, flexibility, elaboration, synthesis, and artistic value. Many experiments show that creative ads get more attentions and lead to positive attitudes about the products or services. Creativity helps to break down the barrier, clutter and noisy to reach the target audience. Most impressive is a creative ad campaign could double the sales impact compared with a non-creative campaign.
However, it does not mean more creativity is better. It is because sometimes creativity could go too far or people will misunderstanding about it. Especially to some industries, such as insurance, medicine, lawyer service, or catering service, people prefer safety and quality more than creativity. In these cases, marketers can put more emphasis on the quality of products or services to secure the image.
Thus, creativity is very important in ad of most of the products or services, and it can creates effectiveness and booth sales, however, it still depends on the products and target market.
Social Media is not always the solution. Many companies are heavily rely on social media, due to the benefits of low price cost online service, more customers targeted, result-oriented, and easily tracking and management. However, due these advantages, too many companies frequently use social media as their main marketing channels, and get brands/products over exposure, which may turn target audience off.
Here is the article talk about six ways get social media fail in marketing communication, and turn the information into noise and clutter. As we know, "noise" and "clutter" are two major communication barriers, which every marketer try to avoid. However, due to the free function of social media, marketers just post their products/services information every where and all the time, which get target audience stressful, over exposures, and even build up negative attitudes.
Hence, carefully choose the topics, which really interested and related to them, and pick up the right timing and accepted frequency to post on social media will be a good solution to win target audience back. Also properly use of social media will get more people Liking your page, be curious about your campaign, and less likely to withdrawal of advertising support.
Thus, social media is not always about the quantity of your fans and quantity of the information you post, but really about the quality of both your information and your fans. So we need to care about how many active fans we have, and how many of them will turn to our customers in the future.
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