How To Make Your Ad Campaign Creatively Effective
Both clients and advertising agencies need to be aligned on the same page and work closely to achieve this objective. Else, your ad campaign will end up looking like 90% of the advertising campaigns that get churned out every year – trash! And you can’t just blame the agency for it. Clients too are equally responsible for the mess. So if you want your ad campaign to be memorable, it needs to be creatively effective. Here are a few things that can help you get there: Be single-minded. While writing a brief, clients need to identify what is the one thing that makes their product or service so unique. Something that your brand can own. What’s the single minded proposition (It can’t be yeh bhi, woh bhi, kuch bhi) that the agency can use as a springboard to develop a sharp ad campaign. Creative thinking starts with single-mindedness. If the brief fails to do that then the agency will have to probe the client further. Set up an informal meeting over coffee or a beer and have a chat a about it. Discuss the objective of the communication, see what the competition is up to, figure out what will help your brand stand out in the marketplace. Is it insightful? Let the ad campaign emerge from a life truth that your audience can relate to. Make that deeper connection inspired from life experiences. Because then, it won’t look like you’re trying to sell and you’ll end up engaging and entertaining your audience who will sit up and take notice effortlessly. Always look for a universal idea that can cut across all audiences. Especially in a country like India, which is very diverse in terms of culture and way of life too. If you don’t engage your audience they will switch off. So make every penny spent on media count. Leave no room for clutter. How often we have seen billboards and print ads that are so cluttered that it badly needs deep cleaning services (Yes, what we do at our homes and offices just before Diwali). The ads are filled with so many unnecessary things that customers end up losing interest and don’t even bother see the ad. Because they don’t know where to look. If you want the attention of your customers then keep the artwork clean, simple and minimal. The thumb rule here is that the communicate should fit on the back of the visiting card. If it does then it’s not good enough to go on an ad. If not, then you need to go back to the drawing board. Focus on detailing. A well-designed ad layout adds more appeal and enhances the experience for the viewer. It’s also true that it does take time to create stunning layouts. So plan well in advance and avoid last minute job. Copywriting too plays a pivotal role here. Every brand has a unique tone of voice. You need to identify what will be the tone of voice for your band. This is also the time when the art directors and copywriters need to stick together and plan the execution completely. A lot goes into making of a successful ad campaign. Every brief is a new beginning and it brings along a new opportunity to create something out-of-the-box. Positive intention, passion and enthusiasm to create a great campaign is what drives every client and ad agency. It’s what makes each day exciting to push the boundaries. Lastly, don’t forget to pop the bubbly and celebrate the success of your ad campaign. Because you are only as good as their last campaign. Cheers!
Farewell to the forest. Farewell to our future. Farewell to mankind. Farewell to our planet.
Our actions are going to haunt our future generation. This film is a testimony that time is running out. We have to make a choice that’ll allow our future generation to co-exist with nature. We can’t survive alone. This Unilever film scares the living daylights out of you. [tatsu_section padding= "90px 0% 90px 0%"][tatsu_row layout= "1/1"][tatsu_column layout= "1/1"][tatsu_video source= "youtube" url= "https://www.youtube.com/watch?v=xTQXnFsAFXI" animation_type= "fadeIn"][/tatsu_video][/tatsu_column][/tatsu_row][/tatsu_section][tatsu_section padding= "90px 0% 90px 0%"][tatsu_row layout= "1/1"][tatsu_column layout= "1/1"][tatsu_text max_width= "" wrap_alignment= "center" animation_type= "fadeIn"] It holds the mirror in front of us, telling us that we need to take responsibility of our actions. Now. Not later. DAVID Buenos Aires, in collaboration with Ogilvy & Mather London, created the film, Farewell to the Forest. What a beautiful concept of showing the plight of a ‘Treefugee’. Farewell to the forest dramatizes the truth that rainforests are no longer the safest place on Earth for trees anymore. Who would have thought so? Well, with 36 football pitches being cleared every minute says it all. Deforestration is nothing but Dehumanisation. Take climate action and sign the Unilever & WWF pledge today to help protect one million trees. For every signature, Unilever and WWF will help protect a tree on your behalf. Let’s build a bright future for our children and generations to come. Click on the link below to know more… https://brightfuture.unilever.com/stories/430791/We-re-not-ready-to-say-farewell-to-our-forests.aspx
No McWhopper for now. Well tried Burger King.
Burger King sent out a proposal for “Peace One Day” to McDonald’s. A proposal to co-create, for the first time ever, just for one day, the McWhopper! Well, if you still don’t know about it, check out for yourself: www.mcwhopper.com (Yeah, seriously!) What a stunt! It was very well done indeed. It totally took McDonald’s by surprise. Y&R in New Zealand, Code & Theory, Alison Brod Public Relations, The David Agency, Rock Orange, Turner Duckworth and Horizon made it all possible for Burger King. It was a crazy idea to pull off. Burger King got a huge mileage out of it. And as we all waited for McDonald’s to respond, we had already started imagining how it would all pan in Atlanta on 21st September 2015. It was truly a mouth-watering proposal for the Big Mac and Whopper fans for sure. Well, but the McWhopper will have to wait for now. McDonald's CEO Steve Easterbrook turned down the offer. “We love the intention but think our two brands could do something bigger to make a difference," said Easterbrook. "We commit to raise awareness worldwide, perhaps you'll join us in a meaningful global effort?" Easterbrook cheekily added, "P.S. A simple phone call will do next time." McDonald’s has rightfully responded by saying not interested. After all, in all honesty, it doesn’t make the world a better place. Burger King could have thought of something more meaningful by coming together, even if it was just for a day. While it created the buzz, Burger King actually missed out on the opportunity to co-create the McWhopper with McDonald’s to leverage a positive impact, globally. Imagine something that would have put McDonald’s in a spot for saying “no”. Thus creating a win-win situation for Burger King. And more so, showing the world - the power of advertising.
No more skipping boring ads. As there won’t be any.
D&AD has launched a browser extension that blocks annoying ads and replaces them with great ones. Yes, you read that right. BETC Paris created and developed the plug-in for D&AD. The Ad Filter automatically replaces boring ads with D&AD winners. https://youtu.be/T4jniN89mnQ It’s a wonderful idea. Boring ads are out so that some really good ones can entertain you and inspire you. Too bad, Cannes missed out on this one. And so did One Show. The idea beautifully promotes D&AD by showcasing D&AD winning ads to people. By blocking out the boring ads, D&AD truly celebrates creativity and also reminds creative thinkers to raise the bar of creativity. Hope the Ad Filter reaches out to many more beyond the creative fraternity. Especially to over 300 million people who use an ad blocking browser extension to remove annoying ads on the Internet. Click on the link below to install the plug-in and enjoy watching ads for a change. http://www.dandad.org/en/ad-filter
Put your hands together for Google’s Project Soli
There’s more you can do with your hands now. Google’s Advanced Technology and Projects Group (ATAP) just changed the way we are going to interact with wearable devices. https://youtu.be/0QNiZfSsPc0 Project Soli is developing a new interaction sensor chip using radar technology for small devices and everyday objects. At a basic level, rather than touching a physical object — like a display or button — to control a device, you use hand gestures. This can really help you control smaller form factor devices like a smartwatch. This will enable interfaces to be much more intuitive and easy to use and allow designers and developers to create better user experiences. Now, imagine interacting with your television without a remote. For your hand will double up as a remote. Simple hand gestures will allow you to control your car audio system or the GPS from the backseat of your car. What’s really exciting is that the new age devices and interface will allow consumers to use simple hand gestures to interact with brands like never-before. Advertising and Digital agencies will create new media impressions and take brand communication to a whole new level.