Creative Concepts Creative Concept Defined Process Key Requirements Evocative Relevant Surprise Effective Advertising 1 Insight into the target market 2 Focused accurate key message Creative Concept happens in between End Result Memorable ethical execution Creative Concept A bridge link path Creative Extension of key message Focused Evocative Relevant Surprise Process Got Milk Success on first try Harry Rosen suits Revamp fine tune Evocative Really should mean something to target market Recall feelings thoughts etc Emotional depth Relate to deep important feelings goals etc Ex Slide Projector Carousel Slide Projector MasterCard Current brand image Generic Card Desired brand image One I feel good using Target Market Good Revolvers aspire to lead rich lives Key Message MasterCard helps you buy things that are important to you Concept The best way to pay for everything that matters Budget Rent A Car Current brand image Best price Desired brand image Best value Call to remember valiant effort College football coaches The Alamo Pearl Harbor Target Market Savvy shoppers get a charge out of finding a great deal Key Message Budget provides the best value in rental cars Concept Rent Smart Xbox Halo Reach video game scenario The planet Reach invaded Huge losses Spartan as last hope Concept for the campaign Remember Reach Strength Gatorade Whats G Broadening definitions of athletes Learning something new Broadens the definition of Gatorade Revelent Surprise Where insight comes in Relevant Understand and matter What the market already knows What it DOESN T already know Surprising Need both if only relevant Information but not memorable Palmers coco butter formula If only surprising Catches attention but not memorable Mt Dew helps athletes ride harder and faster Trek Racing bicycles Current view Surprise Train less Google Current view Surprise find information So efficient that you don t have to ride as much and still do good Helps you live your life Search on Xbox Gears of War Current view shooting practice Surprise emotionally compelling story characters you care about Green Britain Current view Surprise Evironmentalism a divisive issue Environmentalisim can unite Creative Concept Creative extension of the key messae Straegically focused Evocative Releveant surpsie Center and anchor of eveyr campaign
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