Home > advertising campaign, idea generation, planning tools > How to get to better ideas?

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.

  1. December 18, 2007 at 9:33 pm

    Really love the “fact” that CPB want a Press Release rather than an advertising idea pitched to them from their creative teams. Whether or not it’s true, it should be! In fact I sit opposite our CD and I’m going to suggest that idea to him first thing tomorrow!

    Have to find out whether its true or not…

  1. August 10, 2008 at 1:22 pm
  2. September 11, 2008 at 10:23 am
  3. October 8, 2008 at 12:40 pm

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