Media Innovation| FYP Minor
Delta Year
Advertising Ideation
20th December 2005
Media Innovation| FYP Minor
Delta Year
:: Objective
To achieve a strong specialize
media campaign driven by big idea
(strategic brand values) and of highly
tactical promotional competency.
Media Innovation| FYP Minor
Delta Year
What >
Who >
Why >
How >
Where >
When >
U.S.P
Target Audience Description
Advertising Message
Big Idea & Execution Idea
What Media
Media Schedule
Media Innovation| FYP Minor
Delta Year
:: Promotional Ideation Principle
What is
the decided
Activities…?
Form Vs Face
Driven by big idea
Crafted by Art Direction
:: Framework
Media Innovation| FYP Minor
Delta Year
The tactical
Activities
The Media
Soul > Skeleton > Flesh
Big Idea
that build
the brand
Craftsmanship of
face values,
The art direction
and graphic
design
:: Principle Ideation
Media Innovation| FYP Minor
Delta Year
e.g. TVC that interact
with audience through sms evoke
urgent reaction to win prices.
(What activities
a media could
possibly offer
especially due to
its nature…)
Mobile exhibition tour that promote
lifestyle with product
Website that offers integration with
product features to benefits them
Media Idea > Promotional Idea
(to gain Interaction)
(to ‘sell’)
(How media can strategically
be drived to sell a long
the U.S.P and
big idea )
Media Innovation| FYP Minor
Delta Year
:: Tactical Activities for web
- Downloadable brand jingles through web
- Promotional SMS announcing free gift
- Games within product concept
- Webcast on ongoing product promotional at trade show
- Greeting cards that creatively carry branding
- Online Contest
- E bulletin with product promotion
- VRML for hotel room interior
- Online membership offers benefit upon sign-up
- Video files shows product demo
- Wallpapers within brand big idea
- Printable promotional coupons
- Downloadable beta release software
- Etc.
Media Innovation| FYP Minor
Delta Year
:: Tactical Activities for Environmental
- Brand ambassador prompt task for free gift
- Audience testing/ measuring how effective is the product
- Membership sign-up and get free gift
- Free consultation on how to get best result with product
- Stage Performance with product lifestyle that involve croud
- A mascot entertaining kids with promotional gift
- DJ play music with product concept
- Real time brand driven reality show
- Multiple screen projection of promotional video
- Creative product display with strong message
- Gimmicks with strong Advertising message
Media Innovation| FYP Minor
Delta Year
:: Tactical Activities for Audio Visual
- Product launching that starts with launching gimmick
- On booth AV presentation that redirect audience to collect
surprise gift.
- TVC that evoke/provoke sms response
- TVC that promote redirects audience to web for contest
- AV marketing kit that announce a complimentary program
in a CD.
- Infomercial that end-up with sms quiz to get prices
- Strategic TV program sponsor ship promotion persuade
audience to collect premium with product purchase
- Creative ‘commercial break’ announcement
- Etc
Media Innovation| FYP Minor
Delta Year
:: Creative Visual
Ideation Technique
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Without Words
How could the U.S.P be depicted without words ?
How can the benefit be portrayed in one picture ?
How might the U.S.P be communicated in a silent
film ?
How Could a story be told in simple sign language ?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
Mixing & Matching
How can the product be combined with something
else in order to make the U.S.P clearer ?
Mix the two together ?
Collage ?
Selection ?
Rearrangement ?
Combine several objects to make one ?
How can the problem be combined to make the
product message unambiguously clear in a single
picture ?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
Comparative Juxtaposition
- What before-and-after comparison could underline
the product benefit ?
- What can the product be compared with, to make
the benefit obvious at a glance ?
- What kind of juxtaposition could represent both the
problem and solution in surprising, provocative or
humorous terms?
- How can the benefit be communicated by
comparing the product with something from a
completely unrelated context?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
Repetition & Accumulation
- How can the product benefit be emphasized by
repetition ?
- How can repetition attract attention and represent
the problem situation in a witty, provocative or
exaggerated way ?
- How can the benefit be reinforced by an
accumulation of problem situation ?
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
Creativity & Advertising
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Exaggeration
What exaggeration could represent the benefit more
forcefully?
What can be added?
Make it bigger? Longer? Thicker?
Give it added value?
Increase the number of components?
Multiply by two? By twenty
The sky is the limit?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Exaggeration (reverse psychology)
What reduction, no matter how extreme, could
represent the U.S.P more forcefully?
What can it do without?
Make it more compact?
Smaller? Shorter? Flatter?
Can the parts shown separately?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Turn it right around
How can the benefit be depicted by inverting
something familiar into its opposite?
Convert the benefit to disadvantage?
Show the negative instead of the positive?
Achieve the opposite of the U.S.P?
Turn it upside down? Reverse role?
Change the perspective of the people
involved?
Switch cause and effect?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
Omission and Suggestion
What could replace the product? Who or what could
take its place in order to focus on the U.S.P
How can attention be attracted by omission in
headlines, copy, spoken dialogue or TV spots?
What can be reduced or removed to emphasized
the benefit?
How can the product be reduced to its essentials?
How can the product, packaging or benefit be
represented or replaced by suggestion?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Paradoxes and Optical Illusions
How can a paradoxical or contradictory statement
emphasize the benefit or a product or services?
How could an optical illusion represent a product
feature visually?
How can an optical illusion attract attention by
making the target group play a game?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Provocation and Shock Tactics
- How can the product or its benefit be depicted
provocatively?
- What has no one else ever associated with this product?
- What would no one dare to say about the product?
- Can you break a taboo, or provoke the target group by other
means, to draw attention to the product message?
- How could the product be depicted to have an especially
horrifying or funny effect?
- How could it be made to scandalize or provoke ?
- How can shock be used to dramatize the product benefit?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Playing With Time
- What effect does time have on the product or the user?
- How will the product change the user future?
- What possibilities does it open up? How will it affect the
way the user now views the past?
- How might the user have had to solve problems
previously without the product?
- Where does the new product take the user?
- What can be used from anywhere in history to throw
positive light on the U.S.P.?
- How can the product be associated with historical or
vision of future in a way that emphasis its benefit?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: A Change of Perspective
- How can the product be represented from the
viewpoint of other creatures, things or events
associated with it?
- How can playing with extreme close up or extreme
distance communicate something about the product
or services?
- How can the product reveal new perspectives to
the target group?
- How can the benefit be presented from the
viewpoint of things or creatures affected by it?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Symbols and Signs
- How can the product benefit be represented more
simply by symbols or sign?
- How can symbols and signs convey a complete
message without words?
- What symbols and signs can be combined to
generate a new meaning representing the product
advantage?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Come and Play
What kinds of games can you use to get your target
group involved: puzzles, DIY instruction, something
to make (fold/ glue together/ roll up, look for/ draw)
quizzes, board games, optical illusion, any thing you
can think of?
What could you do to the medium (press, poster,
direct mail, banner etc) to turn it into a toy?
What witty, provocative or intriguing instructions
could you use to get your target group to play?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Telling Stories
- What sort of story could involve the product as the
best friend or partner?
- Which of the following drama styles would be best
for presenting the product strength in an everyday
situation or story?
- Horror, thriller, adventure, slapstick, comedy,
action, chat show
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Double Meanings
- What opportunities for ambiguity, double meaning
or word play are there in the words you see to
describe the product?
- How can the benefit be illustrated in a picture with
a double meaning ?
- Describe the product without naming it, in such a
way as to produce double meanings of the following
types:
- Obscene, sexually suggestive, provocative,
attacking (the rival product), playful, reckless etc
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Creativity & Advertising
Delta Year
•:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Play with words
- How can you play with typography to represent the
U.S.P. in effective visual image?
- How can words, symbols or logos be be integrated
into the picture without using the usual typographic
techniques?
- How can the central advertising message be
reinforced by altering the typography?
- How can words be integrated into an unusual way.
- Attracting attention, and underlining advertising
statement?
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Metaphor and Analogy
- What looks like it or works on a similar principles?
- What parallels can be drawn?
- What visual images do the metaphors and
analogies suggest?
- What other does the product suggest?
- What could you takes as a model and need no
explanation?
•:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
•:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Creative Visual Ideation Technique
Media Innovation| FYP Minor
Delta Year
:: Tips
- Use doodles to visualize your ideas
- Grab ideas and run with them
- Look for the positive in your ideas
- Make mistakes and have fun doing it
before the end of this week
- Develop your sense of humor
- Pls have precedent studies