Creative Concepts:-Creative Concept Defined-Process-Key Requirements -Evocative-Relevant Surprise Effective Advertising1. Insight into the target market2. Focused, accurate key messageCreative Concept happens in between End Result : Memorable, ethical execution Creative Concept -A bridge-link-path -Creative Extension of key message-Focused -Evocative-Relevant SurpriseProcess-“Got Milk?”-Success on first try-Harry Rosen (suits) -Revamp, fine-tuneEvocative-Really should mean something to target market -Recall feelings, thoughts, etc.-Emotional depth-Relate to deep, important feelings, goals, etc.-Ex: Slide ProjectorCarousel 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-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”-Call to remember valiant effort. College football coaches. The Alamo, Pearl Harbor. -StrengthGatorade, “Whats G?”-Broadening definitions of athletes-Learning something new-Broadens the definition of GatoradeRevelent Surprise-Where “insight” comes in-Relevant, Understand, and matter-What the market already knows-Surprising -What it DOESN’T already know -Need both-if only relevant: -Information but not memorable-Palmers, coco butter formula-If only surprising:-Catches attention, but not memorable -Mt. Dew Trek Racing bicycles -Current view-helps athletes ride harder and faster-Surprise -Train lessSo efficient that you don’t have to ride as much and still do good. Google-Current view-find information-Surprise-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-Evironmentalism a divisive issue-Surprise-Environmentalisim can uniteCreative Concept-Creative extension of the key messae-Straegically focused-Evocative-Releveant surpsie-Center and anchor of eveyr
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