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!