Hello!
Welcome to Lecture 5
COM5401
Our progress
Welcome to Lecture 5
COM5401
Today’s topic:
Creative Advertising
Today’s schedule:
- Group Project recap
- Lecture on Creative Advertising
- In-class activity:
Tutorials – discuss with me your final project client choices
List of companies/brands/products:
Brand
s:
Products: (can be any product in the same
brand)
Nissin Any product under on running Honor
Eclipse Mints
Cup Noodles The Coca Cola electronics
Company
Important: Your advertising campaign needs to be run in Hong Kong
Group projects:
Anyone not in a group,
or not finalized their client choice?
Groups and client choices
The next BBDO: Duolingo
Five Guys: Eclipse
ZLGCD: Foodpanda
DJYTW: Carousell
More than Snickers: Eclipse
Group A: Nissin
DDD: Foodpanda
???(Liu Wu Zhu Chen He): Carousell
Hots: Duolingo
NEXT GROUP: Foodpanda
Learn Advertising Every Day: Carousell
Mad Women: Foodpanda
Mad Men: Carousell
MGZZS: Duolingo
I Love Advertising: Carousell
What have you learnt so far…
Selling the
Strategy Brief Branding
outcome/benefit
With strategy + branding,
we have the fundamentals to start creating an
advertising campaign
Remember this?
Once you finish the brief, it’s time to create
The creative process
should kick start from this
part
“The proposition”
“The proposition”
is…
What are we saying to convince the target audience…
…so we can meet our communication objective
Today’s Topic:
Creative Advertising
有新意，不顯而易見，有用
不顯而易見，不是鷄毛蒜皮
Why Creative?
Because most communications look very similar.
By being creative, your client will stand out
Imagine you’re selling KFC Spicy
Chicken
Imagine you’re selling KFC Spicy Chicken
Compare 2 ads done by the same product, by different
agencies, in different markets
Ad#1
Ad#2
Which is the better ad?
Same message, different level of creativity
Good advertising creative (and a good
strategy) can help solve seemingly hard to
solve communication problems
Imagine you’re working for a client.
The client is a supermarket that only grandmas and grandpas go to.
The client wants to target younger consumers as only less than 10% business comes from youngsters.
This is a real case in Taiwan
Can you imagine what the advertising
campaign will look like?
Can you imagine what the advertising campaign will look like?
(good, creative campaigns will surprise and look and feel
unexpected)
Surprised?
Delighted?
This is their overall case study.
Break
How to start creating an
advertising campaign?
Remember this?
Start extending from here
The creative process
should kick start from this
part
“The proposition”
Remember this?
Start extending from here
Get: Youngsters, 18-24,
university students or
recent graduates
in their first jobs
Who: Have low income and have
mental blocks about shopping
at a supermarket only
grandparents go
To: Understand the importance
of saving up
Start welcoming the idea of
shopping at 全聯
Proposition: ？
Remember this?
Start extending from here
Get: Youngsters, 18-24,
university students or
recent graduates
in their first jobs
Who: Have low income and have
mental blocks about shopping
at a supermarket only
grandparents go
To: Understand the importance
of saving up
Start welcoming the idea of
shopping at 全聯
Proposition: Whatever it is, it’s not 全聯經
濟美學
Remember this?
Start extending from here
Get: Youngsters, 18-24,
university students or
recent graduates
in their first jobs
Who: Have low income and have
mental blocks about shopping
at a supermarket only
grandparents go
To: Understand the importance
of saving up
Start welcoming the idea of
shopping at 全聯
Proposition: Savings is an attitude
(possible answer)
Then,
turn the proposition into a campaign theme
( 主題 ) and execution idea
Continue extending the proposition
(remember, you still have no visuals/films at this stage)
Proposition: Savings is an
attitude
(possible answer)
Campaign theme: 全聯經濟美學
Key execution: Trendy youngsters
talking about
saving up as if it’s a life
attitude
More examples
Example 2
Ikea baby furniture
Get: Young Parents
Who: Are new to parenting
To: Let audience know the
quality of Ikea baby furniture
range
Create affinity towards the
brand
Proposition: ？
Wanna try?
Work with your groups.
I’ll give you 30 minutes to come up with:
- Proposition
- Campaign theme
- Creative execution
(For simplicity purposes, this exercise can be done in Chinese)
One possible answer:
(from Ikea Middle East)
Example 2
Get: Ikea baby furniture
Young Parents
Who: Are new to parenting(?)
Wants to best for their
child
To: Let audience know the
quality of Ikea baby furniture
range
Create affinity towards the
brand
Proposition: Babies feel most
comfortable and safe when
they are with their
parents.
But in terms of both
function and comfort, Ikea
furniture comes close.
Continue extending the proposition
(remember, you still have no visuals/films at this stage)
Proposition: Babies feel most
comfortable and
safe when they are with
their parents.
But Ikea furniture is 2nd
best.
(possible answer)
Campaign theme: Proudly second
best
Key execution: Showing babies in close
contact with their
parents, with Ikea furniture
in the background
Sometimes, the proposition/campaign theme really needs to work hard.
Always remember, it needs to relate to the benefit.
Imagine advertising for this client, where the
product feature is probably very expected
Canal+
A TV channel that screens lots of movies
What is the ‘benefit’ of a TV audience
having access to so many movies?
Continue extending the proposition
(remember, you still have no visuals/films at this stage)
Proposition: Canal+ grows your love
for cinema
(doesn’t need to be
functional or rational!)
Campaign theme: The more you
watch
The more you love
cinema
Key execution: A bear carpet in front of
the TV watched so many
movies on Canal+ that it
fell in love with cinema
and became a director
One more example, same brand (Canal+)
This time, Canal+ are advertising the fact that they can show
the movie Mission:Impossible earlier than other channels
https://www.youtube.com/watch?v=3393O1
Some more examples
The idea of the brief + proposition
is to find ‘a communications angle’
Ikea Taiwan
Creative advertising
Combination and benefits and emotional
Humour
A very commonly used trick in creative
advertising
End
