Advertising Ideation 20 th December 2005 Media Innovation| FYP Minor Delta Year

To achieve a strong specialize media campaign driven by big idea (strategic brand values) and of highly tactical promotional competency. :: Objective Media Innovation| FYP Minor Delta Year

What > Who > Why > How > Where > When > U.S.P Target Audience Description Advertising Message Big Idea & Execution Idea What Media Media Schedule Media Innovation| FYP Minor Delta Year

Form Vs Face What is the decided Activities…? Driven by big idea Crafted by Art Direction :: Promotional Ideation Principle Media Innovation| FYP Minor Delta Year

:: Framework Soul > Skeleton > Flesh Big Idea that build the brand The tactical Activities The Media Craftsmanship of face values, The art direction and graphic design Media Innovation| FYP Minor Delta Year

:: Principle Ideation Media Idea > Promotional Idea (What activities a media could possibly offer especially due to its nature…) (How media can strategically be drived to sell a long the U.S.P and big idea ) e.g. TVC that interact with audience through sms evoke urgent reaction to win prices. Mobile exhibition tour that promote lifestyle with product Website that offers integration with product features to benefits them (to gain Interaction) (to ‘sell’) Media Innovation| FYP Minor Delta Year

:: Tactical Activities for web - Downloadable brand jingles through web - Promotional SMS announcing free gift - Games within product concept - Webcast on ongoing product promotional at trade show - Greeting cards that creatively carry branding - Online Contest - E bulletin with product promotion - VRML for hotel room interior - Online membership offers benefit upon sign-up - Video files shows product demo - Wallpapers within brand big idea - Printable promotional coupons - Downloadable beta release software - Etc. Media Innovation| FYP Minor Delta Year

:: Tactical Activities for Environmental - Brand ambassador prompt task for free gift - Audience testing/ measuring how effective is the product - Membership sign-up and get free gift - Free consultation on how to get best result with product - Stage Performance with product lifestyle that involve croud - A mascot entertaining kids with promotional gift - DJ play music with product concept - Real time brand driven reality show - Multiple screen projection of promotional video - Creative product display with strong message - Gimmicks with strong Advertising message Media Innovation| FYP Minor Delta Year

:: Tactical Activities for Audio Visual - Product launching that starts with launching gimmick - On booth AV presentation that redirect audience to collect surprise gift. - TVC that evoke/provoke sms response - TVC that promote redirects audience to web for contest - AV marketing kit that announce a complimentary program in a CD. - Infomercial that end-up with sms quiz to get prices - Strategic TV program sponsor ship promotion persuade audience to collect premium with product purchase - Creative ‘commercial break’ announcement - Etc Media Innovation| FYP Minor Delta Year

:: Creative Visual Ideation Technique Media Innovation| FYP Minor Delta Year

:: Without Words How could the U.S.P be depicted without words ? How can the benefit be portrayed in one picture ? How might the U.S.P be communicated in a silent film ? How Could a story be told in simple sign language ? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year

:: Creative Visual Ideation Technique Media Innovation| FYP Minor Delta Year

Mixing & Matching How can the product be combined with something else in order to make the U.S.P clearer ? Mix the two together ? Collage ? Selection ? Rearrangement ? Combine several objects to make one ? How can the problem be combined to make the product message unambiguously clear in a single picture ? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Comparative Juxtaposition - What before-and-after comparison could underline the product benefit ? - What can the product be compared with, to make the benefit obvious at a glance ? - What kind of juxtaposition could represent both the problem and solution in surprising, provocative or humorous terms? - How can the benefit be communicated by comparing the product with something from a completely unrelated context? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Repetition & Accumulation - How can the product benefit be emphasized by repetition ? - How can repetition attract attention and represent the problem situation in a witty, provocative or exaggerated way ? - How can the benefit be reinforced by an accumulation of problem situation ? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year

:: Creative Visual Ideation Technique

Creativity & Advertising

:: Exaggeration What exaggeration could represent the benefit more forcefully? What can be added? Make it bigger? Longer? Thicker? Give it added value? Increase the number of components? Multiply by two? By twenty The sky is the limit? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Exaggeration (reverse psychology) What reduction, no matter how extreme, could represent the U.S.P more forcefully? What can it do without? Make it more compact? Smaller? Shorter? Flatter? Can the parts shown separately? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Turn it right around How can the benefit be depicted by inverting something familiar into its opposite? Convert the benefit to disadvantage? Show the negative instead of the positive? Achieve the opposite of the U.S.P? Turn it upside down? Reverse role? Change the perspective of the people involved? Switch cause and effect? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Omission and Suggestion What could replace the product? Who or what could take its place in order to focus on the U.S.P How can attention be attracted by omission in headlines, copy, spoken dialogue or TV spots? What can be reduced or removed to emphasized the benefit? How can the product be reduced to its essentials? How can the product, packaging or benefit be represented or replaced by suggestion? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Paradoxes and Optical Illusions How can a paradoxical or contradictory statement emphasize the benefit or a product or services? How could an optical illusion represent a product feature visually? How can an optical illusion attract attention by making the target group play a game? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Provocation and Shock Tactics - How can the product or its benefit be depicted provocatively? - What has no one else ever associated with this product? - What would no one dare to say about the product? - Can you break a taboo, or provoke the target group by other means, to draw attention to the product message? - How could the product be depicted to have an especially horrifying or funny effect? - How could it be made to scandalize or provoke ? - How can shock be used to dramatize the product benefit? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Playing With Time - What effect does time have on the product or the user? - How will the product change the user future? - What possibilities does it open up? How will it affect the way the user now views the past? - How might the user have had to solve problems previously without the product? - Where does the new product take the user? - What can be used from anywhere in history to throw positive light on the U.S.P.? - How can the product be associated with historical or vision of future in a way that emphasis its benefit? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: A Change of Perspective - How can the product be represented from the viewpoint of other creatures, things or events associated with it? - How can playing with extreme close up or extreme distance communicate something about the product or services? - How can the product reveal new perspectives to the target group? - How can the benefit be presented from the viewpoint of things or creatures affected by it? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Symbols and Signs - How can the product benefit be represented more simply by symbols or sign? - How can symbols and signs convey a complete message without words? - What symbols and signs can be combined to generate a new meaning representing the product advantage? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Come and Play What kinds of games can you use to get your target group involved: puzzles, DIY instruction, something to make (fold/ glue together/ roll up, look for/ draw) quizzes, board games, optical illusion, any thing you can think of? What could you do to the medium (press, poster, direct mail, banner etc) to turn it into a toy? What witty, provocative or intriguing instructions could you use to get your target group to play? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Telling Stories - What sort of story could involve the product as the best friend or partner? - Which of the following drama styles would be best for presenting the product strength in an everyday situation or story? - Horror, thriller, adventure, slapstick, comedy, action, chat show Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Double Meanings - What opportunities for ambiguity, double meaning or word play are there in the words you see to describe the product? - How can the benefit be illustrated in a picture with a double meaning ? - Describe the product without naming it, in such a way as to produce double meanings of the following types: - Obscene, sexually suggestive, provocative, attacking (the rival product), playful, reckless etc Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Creativity & Advertising Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Play with words - How can you play with typography to represent the U.S.P. in effective visual image? - How can words, symbols or logos be be integrated into the picture without using the usual typographic techniques? - How can the central advertising message be reinforced by altering the typography? - How can words be integrated into an unusual way. - Attracting attention, and underlining advertising statement? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

:: Metaphor and Analogy - What looks like it or works on a similar principles? - What parallels can be drawn? - What visual images do the metaphors and analogies suggest? - What other does the product suggest? - What could you takes as a model and need no explanation? Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique

- Use doodles to visualize your ideas - Grab ideas and run with them - Look for the positive in your ideas - Make mistakes and have fun doing it before the end of this week - Develop your sense of humor - Pls have precedent studies Media Innovation| FYP Minor Delta Year :: Creative Visual Ideation Technique :: Tips