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Creative strategy

Week 13, class 1 — April 2, 2013

Stacy Forster

on 2 April 2013

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Transcript of Creative strategy

Creative strategy development The Big Idea ROI Key dates coming up Lectures Thursday, April 4: PR
Tuesday, April 9: PR and press conferences Group meetings Thursday, April 11: Prepping for press conference Press conference Tuesday, April 16: Press conference in evening Relevance
Impact The Big Idea A creative concept that summarizes and dramatizes the unique selling proposition It should be: Compact
Built off target audience
Grounded in strategy
Related to position, brand
Supported by campaign rationale The Big Idea Unites ads under umbrella of common creative concept It makes the ad Use it to make ads attention-grabbing,
break through the clutter,
create a memorable, distinctive impression for your product or brand The Big Idea Your creative needs to be tied back to strategy and objectives Don't risk vampire creativity Other elements
of creative brief It should identify and explain: Your campaign objectives
How ads deliver unique selling proposition
A thematic linkage across platforms
Essence of message strategies Relevance Make it relevant to: Campaign theme
Strategic goals
Target audience
decision making Originality Essence of creative Grab attention
Stand out from the clutter
Take a fresh approach
Set apart from
your competition Impact It's the lasting impression you leave
Generate knowledge?
Change attitudes?
Prompt behavior?
Alter brand image? Think about what you want to affect Creative
brief Identify campaign elements, then explain them The creative brief It should include: Unique selling proposition
Outline of Big Idea
Explanation of how campaign
will be executed The creative brief It should include: Samples of your strategy
(Print ads, commercial storyboard,
radio script, microsite mockup) Message development Broadcast Interactive Print Think about what works for each medium In-depth
Use gimmicks
Grab attention Grab attention
Repetition Active
Prompt feedback
Customize Slogan Designed to communicate Big Idea Works to increase memorability
Identifies an idea with product
Easy to translate Print Gutenberg diagonal KISS Keep It Simple, Stupid Unity
Perspective space Balance Perspective Broadcast Use the visual potential to tell a story Planning for a TV commercial Length: 15, 20, 30, 60 seconds
Scenes: 4-6 scenes
Key frames include single image Tips for making a TV ad Focus on the Big Idea
Turn the unique selling proposition
info a visual element
Get attention, generate interest
Make it memorable Developing the script 2-3 words/second =
90 words/30 seconds
Merge script with storyboard to
depict visuals and action
Storyboard is a visual plan to show
composition and progression Radio Use music to set stage
Consider sound effects
Make it memorable on repeat
Tailor to your audience
Remember it's background
Use a call to action High information, high visual potential http://adland.tv/commercials/vw-volkswagen-snow-plow-1964 Tips for writing ads "The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly."
— Bill Bernbach, Doyle Dane Bernbach Tips for writing ads KISS
Refine and edit
Pose the problem as a question
Keep an eye on your strategy
Surround yourself with desired emotion
Read it out loud Writing a headline for a bourbon ad Start with aging theme Order a drink that takes 9 years to get.
Mother Nature made it whiskey.
Father Time made it bourbon.
Like to hear how it's made?
Do you have 9 years?
Continental drift happens faster than this bourbon.
On May 15, we'll be rotating Barrel #1394-M
quarter turn to the left. Just thought you'd like to know. History of the brand First bottled back when American History
was an easy course.
First bottled when American History was called
Current Events
First bottled when the Wild West met Kentucky.
Back in 1796, this bourbon was the best available form
of central heating.
We've been making it continuously since 1796.
(Not counting that brief unpleasantness in the 1920s.)
110 years old and still in the bars every night. How to drink it Neither good bourbons nor bad arguments hold water.
For a quiet night, try it without all the noisy ice.
Mixes superbly with a rocking chair and a dog.
Great after the kids are in bed.
Perfect after they're in college. It's your turn Zubaz
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