The Big Idea - Advertising Creativity
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What's the power of a "big idea" in marketing?

Richard Mintz, VP Strategy, Blue State Digital.

Via Cam Huu Ta
Ariella Hastings's insight:

This is a great insight of the importance of creating a big idea in marketing as it is all about engaging people, advertising is no longer about annoying people with a message in order to get through to them it is all about using IMC to capture a specific target audience by delivering a constant, deliverable message across all channels used. With all the ‘noise and clutter’ in this day and age it is crucial to get potential consumers actively engaged, some of the greatest campaigns are now using their big idea to get consumers involved and talking via social media and other channels, for example the ‘Slurpee BYO Cup Day’, http://www.youtube.com/watch?v=jnrQ3O06te8 , It is all about building a relationship with a brand and creating an experience for the consumer to grab their attention rather than just delivering a boring message.

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Cam Huu Ta's curator insight, September 18, 2014 9:26 AM

This clip is really useful and gives us the general idea about what is the power of a Big Idea in marketing. The main purpose of Big Idea is engaging people rather than lecturing them. Some businesses still do not understand what customers want and need from them and this clip show us that.

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TODD SMITH — 5 hottest Twitter innovations from big brands - Mississippi Business Journal (blog)

Big name brands are testing myriad interactions on Twitter these days to stand out. While some marketers are bulking up their tweets with buttons to drive sales, some of the most interesting uses aren’t about social media at all.
Ariella Hastings's insight:

Cleverly integrated big ideas using digital media-social media/twitter along with other traditional medias are are great way to encourage engagement amongst consumers. The Mountain Dew example where fans were able to reach out using Twitter to tell the organization what they want, one of the old flavors back.  This does not just highlight how empowered consumers are but it also showcases how organizations are able to respond.

 

Mountain Dew responded with integrating traditional media getting fans of their Twitter page to call a 1-800 number, this was smoothly integrated in their tweets so those who wanted to interact and go in the chance to win a case of this sought after drink could easily click a tab on their tweet and it  automatically called. The response was high and carried on even after the competition ended. 

 

This is just the beginning of the possibilities of integrating these to medias throughout the implementation of a big idea to make a campaign and organization as a whole more engaging

 

 

 

 

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Plan B Advertising Agency - Red Tape "Big Idea" Video

the story of how one creatively driven ad agency uses big ideas to outsmart the competition, without having to outspend them.
Ariella Hastings's insight:

This advertising agency (Plan B) highlights some interesting points that a big idea should embody.

 

For example, out smarting the competition, but not out spending them. In this regard the agency is talking about being able to produce big ideas that will over shadow the competition in a cleaver way that the competition is unable to retaliate to. If you are able to do this, it is a massive advantage.

 

Plan B also discuss being able to infect not only one or two people but everyone, this is in relation to creating a big idea that has a viral potential (meaning be spread across traditional and digital media) when a big idea is so good that the campaign goes viral, this is ideal as it creates more potential brand recall and exposure as the message is sent freely via social media and if it creates enough hype often traditional, mainstream media discuss the campaign in the news, an example of this is 'The Best Job in the World' campaign. It exploded all over social media and was discussed on many of the major news channels. The hyperlink below is a YouTube case study on this campaign that holds some great IMC insight:

http://www.youtube.com/watch?v=SI-rsong4xs

 

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Inside Philips' Lovely, Time-Traveling Stop-Motion Ad Showing How Lighting ... - Adweek

Inside Philips' Lovely, Time-Traveling Stop-Motion Ad Showing How Lighting ... - Adweek | The Big Idea - Advertising Creativity | Scoop.it
IDEA: Still using that same old incandescent lightbulb that was invented in the 19th century? Get with the program, Luddite.
Ariella Hastings's insight:

This is an advertisement for Phillips Hue Lighting, the article explains the big idea of the ad, it cleverly integrates all the modern Wi-Fi powered light bulbs abilities using an entertaining ad. This is a simple example of a big idea that is able to gain peoples attention as well as stay relevant to the product.

 

Many big ideas are so far fetched that consumers remember the advertisement but not the product or brand. This is not a good out come after spending thousands of dollars on a television advertising campaign, for example, as it has no positive effect such as increased brand awareness or brand recall, just an entertaining advertisement.

 

As Leo Burnett (an advertising master mind), says to get market share your brand must get mind share using creative imagery advertising. If an organization is unable to pull this off it will unlikely be a successful campaign.

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