Creating the Concept
May 17, 2015
Creating the Concept
Objectives of this session
• Preparation
• Coming up with the idea
• Making the idea work
Preparation:
Understand the brief:• What is the target audience?• What is the product / service? • What is the core benefit?• What are the auxiliary benefits?• Who are the competition?• What is the proposition?• What is the objective of the campaign?
– What should customer: Think – Feel - Do
Target Audience
• Who are they (demographics)?
• Motivations
• Interests
• ‘Customer Profile’
• What do they need / want?
• What is their ‘problem’?
Benefit / Proposition
• What does the product / service deliver to the customer?
• What does it really deliver?– How does it meet their particular needs– How does it ‘solve’ their ‘problem’?
• How does the proposition make it different to the competition?
• How does the promise differ from the product?
Preparation: Other Considerations
• What is the Brand Personality (Brand Image)• What is the Brand Position
– What does it do, for who?– What is the difference between it and key
competitors?
• Is there a Unique Selling Proposition?• What Product / Person Appeal Position will
you take?
product
customer
logical emotional
Ecover
Fairy Liquid
Appeals Positioning
Consumer Ad
Trade Ad
Product Positioning Matrix
Coming up with the idea• Research
– The product / service– The target audience– The competition
• Analyse all information in light of objectives of campaign
• Brainstorm as many ideas as you can• Shortlist three best ideas• How will target audience interpret your idea?
– concept testing?
• Decide precise treatment– Headline, Visuals, Copy, Strapline
Rough concept ‘scamps’
Making the idea work
• Corporate guidelines – True to Brand Personality?
• Is the idea Positive rather than Negative?• Right words and pictures (as seen by target
audience)• Can you apply AIDA?• Right Think – Feel - Do?• Do you like it?
Finished TV storyboard
Conclusion
• The right concepts come from the right brief• Good ideas come from research
– Know your product, audience and competition
• Sanity check: See your ideas from your customer’s point of view
• Adapt your idea to make the most of the characteristics of the medium
• Have fun!