Ideas that do
CM417.4
Edward Boches, Professor of Advertising
Thursday, September 12, 13

Today
Participatory ideas discussion
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Quick Recap
Why we advertise
Role of creativity
What makes an ad creative when it’s a message
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Ads that earn your attention, but rely on
paid media.
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Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
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Who creates these ads?
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Writer and art directors.
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What are the shortcomings of ads and
campaigns like these?
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They work. But...they are expensive, they
are temporary, they are mostly passive.
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They are not going away. But they derive
from an era when we (brands and
marketers) owned the media and could
“broadcast” our sales pitches.
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Today we live in an age of social media
and participation.
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Consumers no longer want to play a passive role. Nor do they have to.
At a minimum, they want to choose what they engage with and when
they engage.
More likely they want a chance to comment and share. Ideally, if an
idea is good enough, they’ll actually participate -- sometimes before the
fact, sometimes after -- in the process creating more content that
spreads across the web, attracting attention to the original idea, liking
the brand or the product for allowing them to be part of the experience.
What does a brand have to do or create to achieve such a level of
participation?
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Participatory
Interactive
User generated
Shareable
Useful
Enduring
Platforms
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Think about your own use of technology, media, content.
Consider how you find out about brands and products. Identify the
problems, frustrations, needs you have that brands could solve with
marketing as utility?
Factor in context. Where are you? What are you doing? What
makes sense at that moment?
Ask what a brand has to do to get you to pay attention, engage,
and more importantly, stay involved.
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Ideas that do.
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Ideas that involve you
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These ideas...
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let users inside the brand experience
generate content
leverage social media and word of mouth
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Ideas that add value.
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These ideas...
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provide basic utility and help
leverage context
move beyond awareness conversion/usage
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Ideas that add enduring utility.
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These ideas...
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turn marketing into service
create new kinds of brand relationships
build loyalty
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Ideas that are platforms
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These ideas...
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transcend messages and campaigns
break free of constraints of media plans
become embedded in user’s lives
work as constant reminder of the brand
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Ideas that leverage influencers
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work like public relations w modern twist
recognize power of communities
generate content and visibility
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Ideas that earn our attention w/o paid
media
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The real value is if the idea does one or all of the following:
a. becomes a part of your every day life: Nike Plus, AMEX on Foursquare
b. gives you some form of utility that you use at least occasionally (E On, Tesco)
c. gets you to take some kind of action -- Oreo Daily Twist, Jet Blue Election Protection,
where you are involved not just watching.
d. makes you WANT to share it because it is either cool and you want to turn your friends on
to it. Or there is some incentive to do so. Or because you are inviting more participation that
benefits you, i.e. the Kickstarter inspired Dodge Dart idea or Art of the Trench.
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Who creates these ideas?
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What is the shortcoming of efforts
like these?
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Hard to scale, can’t guarantee size of
audience or reach, slower build.
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Need a combination of everything.
Driving brand idea.
Advertising for awareness.
Social for engagement.
Experiential to connect in context.
Mobile to be ever-present.
Shareable ideas to be viral.
Platforms to be lasting vs temporary.
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So now what are the fundamentals of
creative development?
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Art and copy
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But also, an understanding of media,
technology, consumer behavior, social,
mobile, experiences.
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But what does every one of these
examples have behind it?
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A relevant, on strategy, creative idea.
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How do we....
--get more people to shop at Tesco
--sell more digital cameras in age of iPhone
--make the trench coat top of mind again
--get more teachers to use Skype
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Strategy
--enable them to shop more easily
--get camera into hands of prospect
--show individual style of people who wear them
--find them people to Skype with
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How (the creative)
--digital subway store
--AR demonstration
--crowdsourced images online and elsewhere
--two sided directory that connects teachers/experts
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Got ideas?
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