Creative Strategy
Creative Strategy
Creative imaginations knows no boundaries
Ad copy writers are as creative as poets and novelists
Ad liking has a tremendous impact on ad success
Creative strategy gives guidelines about the message, target
audience, product concept and communication media etc.
Examples:
• Hutch ads a dog follow a boy … advertising a technology
product without using tech jargon
• Fevicol ads “ The ultimate adhesive”
• BMW “ The ultimate driving machine”
What is Creativity
• The word “create” denotes originating or conceiving an idea or a
thing that did not exist before.
• Creativity emerges from human intuition
• Creativity may involve combining unconnected idea or objects into
something new.
• It should be original, artistic, having aesthetic value
• Creative ad break clutter, capturer attention and leave long lasting
impact.
• Creativity helped human to discover fire
• Domesticate animal
• Cultivate field
Advertising Creativity
• Advertising Creativity is the ability to come up with fresh,
unique, appropriate and effective ideas that can be used as
solutions to an advertiser’s communication problems.
• Ideally ad’s should generate more sales than wining the prizes.
Quality of Creative Persons
Able to produce large numbers of ideas quickly (conceptual
fluency)
Is original
Is inclined to be less authoritative
Accepts personal impulses
Capable of judging independently
Is a dreamer
Capable of converting research findings, creative brief
communication objective into an ad
Creative Mix
• Target audience, know the influencer and decision makers
• Product and its positioning: position the product on the basis
of high/ low involvement, mass, niche etc.
• Example: Dabur Chyavanprash – entire family , Baidyanath –
growing children
• The communication media: selecting the right media vehicle
to reach the target audience
• Advertising message: address who , why, what … of product
and consumers
The Creative Process
• Immersion: read research and learn every thing you can about the
problem
• Ideation: Look at the problem from every angel, develop ideas,
generate as many alternatives as possible
• Brainfog: You may hit a blank wall and want to give up
• Incubation: try to put your conscious mind to rest to let your
subconscious take over
• Illumination : there is that unexpected moment when the ideas come,
often when your mind is relaxed and you are doing something else.
• Evaluation: does it works? Is it on strategy? Refining and polishing the
idea and seeing if it is an appropriate solution
BBDO
Generating Idea
• Books, research report, trade publication, newspaper,
magazines on the product, market, competitor’s advertising
• In depth interview
• Focus group
• Brainstorming
Milkmaid to prepare sweets and deserts
Fevi Kwik – catch the fish
7Up – Uncola
What is a big Idea?
• The idea that captures the consumer’s attention, extracts a response
and makes the advertiser’s product distinct from the competitors.
• Example:
We are No.2, We try harder – Avis
Just do it – Nike
Pepsi Generation, taste of new generation
Ultimate driving Machine – BMW
• Happydent’s white idea bulb
Suraksha Chakra- Colgate
Taste of India – Amul
Intel Inside
Planning Creative Strategy
Creative strategy aims deciding the level of impact the message need to
achieve.
Finding customer insight, solve problem and create opportunity
Focusing on major selling ideas
Deciding on ad appeal, an execution style
Create blue print for copy
• [Link] ad (Hari Sadu)
Write less and say more
The economist ad read “ I never read the Economist- management trainee,
aged 42.
If you are not studying at NIIT you are missing something
Message Objectives
• Perception: create attention, awareness, interest, recognition,
and recall
• Cognitive: deliver information and understanding
• Affective: touch emotion and create feeling
• Persuasion: change attitude, create conviction and preference
• Transformations: establish brand identity and association
• Behavior: simulate trial, purchase, repurchase or some other
form of action
Creative Approach
• Image : Soft drink, perfumes, watches, cigarettes, auto, ready
to wear cloths, airlines etc. David Ogilvy
• USP : “Two minutes noodles” – Roser Reeves
• Drama: Vicks Vaporub , Leo Burnett
• Positioning : 7 Up Uncola, Al Ries and Jack Trout
• Execution : “We are no.2 we try harder” William Bernbach
Preparing a Creative Brief
• The creative brief is a document that spells out the
advertising strategy and key execution details.
• It gives direction and inspiration to creative team.
• It is a tailored adoption of the strategy statement
• It guides in individual ad as well as in an entire campaign
• It provides short and snappy information on the product,
target audience, problem to be solved, objective of
advertising, key message or big idea, intended brand
personality, media to be used, mandatory creative elements
(company logo, product shot), tone of the ad or other
execution related consideration.
Creative Brief to Ad Man
• Basic problem and issue the advertising must tackle
• Advertising objective, what the ad is expected to achieve
• Precise description of target audience
• Major selling idea or the key consumers benefits
• Specify campaign theme, appeal, and execution technique
• Tone or brand character statement:
• Tone (convey quality, beauty, sophistication) character (brand
values, finest materials , patented technology)
• Support statement: Mention the evidence that backs up the
promise, it should be memorable.
Example: Creative Brief to Ad Man
• Key facts
• Romins India is a 40 year old New Delhi based company
• To introduce premium perfume to be distributed nationally
• Problem the ad must solve:
• Currently there is no awareness of Romins brand of perfume
among potential customers
• Advertising Objectives:
1. To achieve 75 % brand awareness among target customers by
the end of 2010
2. To communicate the exclusiveness and long lasting fragrance
of perfume.
Example: Creative Brief
Creative Strategy:
• Prospect definition
Women 18-35 , urban, educated, with household income 5 lakh plus
They are active party goers, seek variety and excitement, spenders
• Principle Competition:
Medium to expensive perfume brands from multinationals
• Key Promise:
Irresistible personality and high society image
• Reason why :
Premium and exclusive perfume
• Supporting requirements:
Must use logo, show package
Principles to Develop Creative Ads
Advertising should
position the product with clarity (tell about product category,
user, usage)
build on most compelling consumer benefits
have a powerful idea
help to design brand personality
be unique not imitate the competitors
have a tear, a smile, some entertaining element
be visually appealing
use healthy combinations of words, music, light, cast, direction
etc.