AWARD School 2014 RELEVANCE the key to coming up with digital advertising ideas.
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How to come up with digital ideas. By Ben Keenan @warmcola
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I just did this lecture on digital advertising for the 2014 class of Melbourne AwardSchool. It's about being relevant, and different ways great online ad campaigns have achieved this. More about me and the workshops I regularly teach can be found here: http://www.thethoughtpolice.com.au/?page_id=52
Transcript of AWARD School 2014 RELEVANCE the key to coming up with digital advertising ideas.
How to come upwith digital ideas.
By Ben Keenan @warmcola
The internet is a relevance engine
So any advertising idea mustbe relevant.
And since people don’t like ads.
You should try to do
SOLUTIONS not ADS.
Think like an
INVENTOR & STORYTELLER.
stolen from @damianroyce
A demonstrationA collective action A creative platform A phone app An interactive video A tool A product A game A character A world A visulisationAn experience money can’t buy...
A demonstrationA collective action A creative platform A phone app An interactive video A tool A product A game A character A world A visulisationAn experience money can’t buy...
Do something RELEVANT to the medium.
THIS IS A TV AD.
THIS IS A DIGITAL EXECUTION OF THE SAME THOUGHT
Be interactive.
Put the audience inside the idea.
Do a product demonstration.
Show, don’t tell.
Create a game.
Be useful.
Think small.
Not big.
Watch: Rory Sutherland: Sweat the small stuff
Watch: Rory Sutherland: Sweat the small stuff
Bring data to life.
Create a product.
Remember the web is super niche.
So make your idea super
RELEVANTto who you are talking to.
So how do you generate
relevant digital ideas?
(Some techniques)
An idea is a new relationship forged
between two or more existing thoughts.
Creativity is just connecting things.
When you ask creative people how they did something, they feel guilty because they didn’t really do it, they just saw something, it seemed obvious after a while. That’s because they were able to
connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’d had more
experiences or they have thought more about their experiences than other people.
Unfortunately, that’s too rare a commodity. A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions
without a broad perspective on the problem.
The broader one’s understanding of the human experience, the better design we will have.
- Steve Jobs.
Put down fifty boxes on a page, and fill each with a thought, an idea, an insight, something that might solve the problem.
50 BOXES.
++
Boxes is
Divergent Thinking
It’s creating choices.
It takes you beyond first thoughts.
It gives you a beginning and an end.
More boxes, more dots.
You don’t think up ideas. You merely recognise them.
Watch: Elizabeth Gilbert on nurturing creativity
Jump six months forward and look back at everything that may have happened. Calendar events such as Mothers Day, football
season, winter weather. What trended, succeeded, failed, become popular, fell from favour. What might happen?
What are your predictions/hunches?
HINDSIGHTING.
Predictions/Hunches?
We get our music/software off the cloud International AusterityAustralian TV is awful.
Kony2012 debarcle - Selfless acts now selfish acts?The personal information gap?
Bookstores/record stores dying off. Myki system is going to make Melbourne riot.News media is competiting with social media.
Tweeting & TV are now normal.You can now buy 3D printers for home.
Hindsighting
How can you make the problem you are trying to solve relevant to what is going on around you?
Start conversations, instead of making statements.
Make decisions*
____________________
Convergent thinking
*The simplest solution is the best solution
Be objective. Don’t take criticism personally.
Remember,we recogniseideas, they are never ‘ours’to begin with.
A Summary
The internet is a relevance engine. SOLUTIONS not ADS.
Be part INVENTOR part STORYTELLER. Be relevant to the medium. Be relevant to the audience.
Be interactive Put the audience inside the idea.
Show don’t tell.Be useful.
Think small. Not big.
Closing Thought.
Everything I have just
said may not be relevant
in week’s time.
This is the idea we came up with for the NBCF (from the 50 boxes example). A tribute idea with an online group donation mechanic. Can you see the dots we connected?
Good Luck.
You can download this talk in the blog bit of...www.thethoughtpolice.com.au
Follow me on twitter here: www.twitter.com/warmcola
