Big idea It takes a big idea to attract the attention of consumers and get them to buy your product....

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It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. David Ogilvy

Transcript of Big idea It takes a big idea to attract the attention of consumers and get them to buy your product....

Page 1: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

David Ogilvy

Page 2: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

The Big Idea in Advertising

Page 5: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

Definition?What is it and what does it do?

Page 6: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

Definition:

‘Big Ideas’ are advertising ideas that connect vividly with target consumers to create a sustainable competitive advantage for a brand.

Page 7: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

In This Course

We are talking about big brand ideas

Not just big executional ideas

Except on those rare occasions when they are the same thing

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Page 10: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

Corollary

Big brand ideas are big strategically and creatively

They appeal (execution)

and they sell (strategy)!

Page 11: Big idea It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will.

Textbook Page 1

“A great ad is a wonderful thing; it’s why you love advertising. But what you’re looking at is only half of what’s there, and the part you can’t see has more to do with that ad’s success than the part you can.”

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Structure of this course

Phase I: Big Strategy Ideas—Building Killer Strategic Briefs (KSBs) from the ground up

Phase II: Big Idea case studies—Applying creative leverage

Phase III: Big Creative Ideas—Thinking creatively, mastering the tool kit.

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Reading and Preparation

We’re not in 206 anymore

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The Syllabus

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Next Class:Investigate the Product and its Competitors

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Big Idea of the Day

Each of you will need to do this at least once.

Not just a great ad, but a great big brand idea.

Tell us what makes it great: strategically and creatively.

5 mins

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Schedule for Big Idea Presentations

On Blackboard under “announcements”

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Insight.Sell.Twist.

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Who’s Idea is Bigger?Why?