Developing creative social concepts
Transcript of Developing creative social concepts
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Developing creative social concepts
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What’s the difference?
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A creative concept in advertising is about developing an execution to
broadcast a message
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A creative social concept means developing ideas that facilitate
interaction
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What goes into a creative social concept?
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Objective: e.g. increase sales of MyStuff
Product / Service
Social object: e.g. culture, sport, fashion, shopping
Creative social concept
Social hook: utility, experience, sharing,
gamification
Audience (s)** For simplicity audiences are given in broad terms in this ppt
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What comes out?
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Creative social concept
Characters
Content
Essence
Interest point (s)Content
Characters
Content
Temporality
Platform (s)Location (s) and
mood (s)
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The ‘essence’ is the root of the campaign, its meaning, the way it can be understood in its simplest form
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Creative social concept
Characters
Content
Essence
Interest point (s)Content
Characters
Content
Temporality
Platform (s)Location (s) and
mood (s)
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‘Temporality’ takes into account where a person is, their potential mood and the platform upon which the
interaction is taking place
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Case study
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Objective: sell Puma flip flops
Product / Service: Flip flops
Social object: Design
Puma pimp your sole
Social hook: design, competition
Audience (s): People who wear flip flops
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Puma’s creative social concept
Characters
Content
Essence
Pimp your sole
Characters
Content
Interaction
Design, Flickr photos, upload to Facebook
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Case study
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Objective: increase sales of Colgate
Product / Service: Toothpaste
Social object: Smiling
Colgate keeping Britain smiling
Social hook: charity donation, taking pictures
Audience: People who brush their teeth
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Colgate’s creative social concept
Characters
Content
Essence
Keep Britain Smiling
Characters
Content
Interaction
Design, upload to Facebook
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Case study
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Objective: develop Vodafone brand awareness
Product / Service: Mobile network
Social object: Festivals, music
Sziget Music Festival Augmented Reality Layar
Social hook: utility, useful information on your mobile
Audience: Mobile phone users
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Vodafone’s creative social concept
Characters
Content
Essence
Using your mobile to augment your festival reality
Characters
Content
Interaction
Consume complex location-specific information in an accessible way
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Case study
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Objective: sell the new Ford Focus
Product / Service:Cars
Social object: Travel
Doug the Ford Focus Spokespuppet
Social hook: sharing and commenting on Doug’s
journey
Audience: Drivers
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Doug the Ford Focus Spokespuppet
Characters
Content
Essence
What happens on Doug’s travels
Characters
Content
Interaction
Interact with Doug on his roadtrip via Facebook
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Case study
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Objective: sell Nike superfly football boots
Product / Service: Football boots
Social object: Famous football players
Who is superfly?
Social hook: opinion
Audience: People who play football
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Nike’s creative social concept
Characters
Content
Essence
Who is superfly?
Characters
Content
Interaction
Like the player on Facebook and comment on why they are ‘superfly’
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