How to get to better ideas?
Have an armory of questions you should ask yourself while planning your next campaign. Like:
– Who’s your enemy?
Honda’s enemy is complacency
Nike’s enemy was the way football had become ‘ugly’
Dove’s enemy is the beauty industry and the way it portraits women
Then ask yourself what you can do about it, to help the situation. Ideas will then flow very easily.
– What would the PR release be like?
Apparently, Bogusky does not accept script anymore. If you want to show him an idea, it has to be in the form of the press release announcing your campaign. Urban legend or not it does help judging whether the idea will cut through or not.
In the case of their latest campaign for Burger King, you can see it works perfectly:
From Digg: “What would you do if you entered your favorite local Burger King all set to order your favorite Whopper meal and the employee behind the counter said, “I’m sorry but we no longer serve Whoppers. Burger King’s marketing group staged the publicity stunt in order to capture the reaction of their customers.”
And a brilliant campaign as a result: Whopper freakout.
Most of Fallon’s recent campaigns could fit in that model:
” colour bunnies invade NY”, “million of balls unleashed in San Fran”, “Druming gorilla takes the nation by storm”…
– What can I do to get into popular culture?
This is how started the latest Axe campaign “Bom Chicka Wah Wah”.
From Business Week:
“It’s a simple sales pitch, really: Hey, dude, spray Axe deodorant all over your body, and you will become irresistible to beautiful young women. But what Russell Taylor, the Axe vice-president, proposed doing with that straightforward idea was ambitious. He wanted to turn it into a truly global marketing message, one that would work in all 75 countries where Unilever (UN ) sells Axe. The solution that came back from advertising agency BBH was to invent a new phrase that guys would hear as an international expression of lust—a female wolf whistle heard ’round the world.”
Just by using these three questions you can open a new world of creative solutions, compelling territories and interesting point of views.