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Curs 5 Tehnici si formate
creative
Steven Lorin McNamara- Copyright 2002 – 2013
Georges Polti -36 Dramatic Situation
Chuck’num- Creative Advertising: Vol. One
Ilustratii: Iquads; brandingstrategyinsider; coloribus; youtube; etc…
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Problema / Solutia
• Atrage atentia si implica pe oamenii care au probleme sau vor sa evite situatia de a avea probleme • Fiecare are probleme si unele produse le rezolva. • Daca produsul/serviciul este solutia pentru probleme, pune problema
in primul rand (headline, primele secunde in spot) si apoi ofera solutie (in body copy, in rezolutia/concluzia spotului)
• Focus pe problema. • Cu cat problema este mai mare cu atat reclama are un efect mai
puternic.
• O alta abordare este sugerarea unei probleme imaginare pe care audienta o poate avea daca nu utilizeaza produsul… • Ex. asigurari
• …sau ceva nevazut care ne inconjoara si nu ne gandim la importanta problemei • Ex. Germenii de la baie
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Exagerarea extrema
• Preia principala idee pe care vrea sa o comunice campania si o exagereaza pana la extrem, dincolo de ratiune, dincolo de realitate. O exagerare mica pare o greseala sau un ad micinos. • Exagereaza beneficiul
• Exagereaza problema
• Exagereaza dimensiunea/aparenta fizica, etc…
• Functioneaza in copy, in vizual sau in amandoua.
• Exagereaza vizualul dar lasa copy-ul normal, sau chiar diminuat
• Exagereaza copy-ul, dar pastreaza vizualul simplu
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Client : Duracell
Agentia :
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Client : Perrier
Campania : Melting car
Agentia : Ogilvy - Franta
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Client : Perrier
Campania : Melting tennis court
Agentia : Ogilvy - Franta
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Client : Perrier
Campania : Melt - clubbing
Agentia : Ogilvy - Franta
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Simbolismul vizual
• Utilizeaza metafora sau comparatia pentru • a comunica idei simbolice, • a sublinia o caracteristica a brandului sau functionarea unui
serviciu, sau beneficiul unui produs…
• Se pot utiliza doua imagini sau afirmatii complet diferite una de alta, care puse impreuna creeza o noua idee, dau un nou sens.
• Se pot folosi cuvinte, imagini, amandoua. • Utilizeaza o singura afirmatie puternica sau un singur vizual
dramatic
• Metafora trebuie sa fie proaspata, neutilizata de altii. Se uzeaza
repede (mai ales daca este puternica)
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Client : Broker Security Systems
Campania : Security Systems Perfectly Integrated
Agentia : Publicis - Germania
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Client : Thai Health Promotion Foundation (Road Safety)
Campania : Land safe. Always wear a helmet.
Agentia : Youg&Rubicam - Tailanda
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Client : Thai Health Promotion Foundation (Road Safety)
Campania : Land safe. Always wear a helmet.
Agentia : Youg&Rubicam - Tailanda
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Client : Thai Health Promotion Foundation (Road Safety)
Campania : Land safe. Always wear a helmet.
Agentia : Youg&Rubicam - Tailanda
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Determina/Trezeste emotia
• Capteaza atentia si apoi inima audientei • Emotia poate fi transferata in sentimente pozitive asupra
brandului • Media difuzata (radio/TV) - ideala pentru a genera emotia.
• O muzica poate avea emotia magica ce creaza un raspuns imediat din pasrtea audientei, mai ales daca melodia este asociata cu sentimente puternice ca : iubire, furie, tristete…
• In print trebuie aleasa o imagine care sa evoce situatii generatoare de emotii sau elemente care sunt asociate cu emotii (copii, animale dragute, etc)
• Pot fi utilizate si elemente/momente istorice/simboluri nationale care creaza emotia locala/patriotismul local sau o emotie culturala.
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Client : The Humane Society of the United States
Campania :
Agentia :
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Client : Ingersol Rand (Irish global diversified industrial company founded in 1871)
Campania : integrated branding and advertising campaign
Agentia : Dentsu Communications-India
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Client : MISEREOR (German Catholic Bishops’ Organisation for Development
Cooperation)
Campania :
Agentia : Kolle Rebbe- Germania
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Promite un beneficiu
• Un beneficiu este ceva foarte valoros pentru audienta. • Ce poate face produsul asta pentru mine? Raspunsul este : Beneficiul
• Energia convingatoare din reclama-beneficiu vine din doua directii • Importanta beneficiului pentru audienta • Specificitatea beneficiului
• Cuvinte abstracte si/sau impersonale precum “ profesional, frumos, unic”
nu sunt deajuns de specifice pentru a insemna ceva pentru produs. • Beneficiul nu trebuie sa fie neaparat exclusiv produsului respectiv.
• Ex. Long Life Batteries. Toti producatorii de baterii pot spune asta. Energizer, Duracell, Rayovac, Varta, etc…
• Consumatorul nu da atentie acestui lucru. Important este modul in care
beneficiul este adus la viata.
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• Demonstreaza produsul sau servicul
– Explica beneficiul sau caracteristica
– Incanta audienta cu demonstratii interesante si clare
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Client : Ronda Tif Chen
Campania : Extremely Sharp
Agentia : 1 Pint Size-China
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Client : Ronda Tif Chen
Campania : Extremely Sharp
Agentia : 1 Pint Size-China
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Client : Ronda Tif Chen
Campania : Extremely Sharp
Agentia : 1 Pint Size-China
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Client : Philips Electronics
Campania : Long Life Batteries
Agentia : DDB-Brazilia
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Client : Samsung Washing Machine
Campania : PUNK
Agentia : Cheil Communications
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Client : Nivea
Campania : For extra strong, extra long nails.
Agentia : TBWA Austria
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Creaza “un personaj/caracter interesant”
• Poate fi un personaj jucat de actor; un desen animat; un personaj cunoscut in cultura universala, oameni politici, etc…
• Au “rol” in reclama/campanie • Unele dintre cele mai bune campanii au fost create in jurul unor personaje care nu
reflecta profilul demografic al publicului tinta.
• Personajul trebuie sa fie : interesant, diferit, neasteptat, cu multa personalitate, comportament ciudat, sa-si exprime un puternic punct de vedere personal.
• Aceste personaje ne-obisnuite vor atrage atentia pentru ca ies in evidenta din multime si prin asta vor ajuta la comunicarea rapida a mesajului de vanzare
• În timp ce un " brand character ", trebuie să reprezinte personalitatea și alte aspecte ale brandului , un personaj inventat nu.
• Deci, asuma-ti riscul cu personaje care sunt originale.
• Creaza “communication character”
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Personificarea
• Aceasta tehnica are un grad mare de relevanta pentru privitor. • Mai uman, mai interactiv
• Ofera insusiri umane produselor, lucrurilor, animalelor, fenomenelor
• Ofera “ caracteristici umane” unei idei abstracte • Transforma un produs intr-o persoana • Poate oferi abilitati umane produsului: vorbire, emotii • Se pot amesteca elemente ale produsului cu cele ale
unei persoane reale. • Se asociaza un animal cu insusiri umane
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Client : Gatorade
Agentia : DDB – Emitarele Arabe Unite
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Client : Gatorade
Agentia : DDB – Emitarele Arabe Unite
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Pozitionarea demografica
• Pozitioneaza produsul/serviciul pentru un target foarte specific, selectat dupa: • Sex • Varsta • Status marital • Nivel de educatie • Venit • Etc
• Deschide o nisa larga de piete • Vacante pentru pensionari (croaziere); • Bauturi pentru sport extrem • etc
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Client: THE United Negro College Fund (UNFC)
Campania : “A mind is a terrible thing to waste but a wonderful thing to
invest in,”
Agentia : Young&Rubicam
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Motivatia
• Ofera motivele pentru care consumatorul ar trebui sa cumpere sau sa incerce produsul.
• Executia nu trebuie sa fie la indemana, evidenta.
• Ofera audientei motive neasteptate, inedite, inteligente, emotionale
• Brieful creativ trebuie sa listeze cele mai importante motive rationale si emotionale.
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Client : Listerine – apa de gura
Campania : What will your mouth go through today?
Agentia : JWT - Londra
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Imaginea-poveste
• Ilustreaza ideea principala printr-o imagine (fotografie sau ilustratie)
• Poate vizualiza beneficiul produsului, sau problema pe carte o poate rezolva, sau o caracteristica principala/importanta.
• Focus pe imagine si nu pe cuvinte. • Nu utilizeaza “happy faces”sau clisee. • Fotografii sau ilustratii?
• Ilustratia se utilizeaza atunci cand subiectul este imposibil de fotografiat
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Client : Martell Cognac XO
Campania : The same pleasure since 1715
Agentia : TBWA - Franta
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Client : Martell Cognac XO
Campania : The same pleasure since 1715
Agentia : TBWA - Franta
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Testimonials • Vorbitorul utilizeaza produsul si exprima experienta personala/modul in care a testat
beneficiile/ce ii aduce in viata, etc…
• Celebritati
• Avantaj : recunoasterea imediata si interesul pentru personalitatea celebritatii respective.
• Imaginea celebritatii este compatibila cu personalitatea brandului. Utilizatori interesanti/neobisnuiti
• Personalitati reale care sunt interesante : personalitate puternica, job interesant, sau au otinut un record personale; sau au o aparenta ciudata.
• Experti
• Medic, om de stiinta, bucatar profesionist. Oameni care ofera credibilitate datorata expertizei lor.
• Cetateanul obisnuit
• Reflecta imaginea audientei target si asta ii face credibili. Incearca produsul in reclama si explica ce beneficii i-au fost aduse sau ce transformari a constatat.
• Pot fi si funny ads prin selectia unor personaje neobisnuite care intra in legatura cu produsul sau pentru care produsul poate crea o transformare
• Ex : artisiti decedati
• Politicieni
• Persoane in varsta care au o performnta exagerata, etc…
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Conflictul dramatizat
• Esenta oricarei drame este conflictul • Sot-sotie • Mama-copil • Sef-subaltern • Majoreta – fata cuminte • Cainele – postasul
• Creaza un erou/protagonist si un anti-erou/antagonist • Eroul trebuie sa fie surprinzator, nu simpatic… oameni speciali • Eroul trebuie sa aiba un scop/o misiune. Ceva ce trebuie sa
indeplineasca sau sa aiba cu adevarat • Apoi genereaza un antagonist; vecinul neplacut, creaturile
respingatoare…etc.. • Ilustreaza conflictul • Ofera rezolutia/concluzia
• Happy ending
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Sex
• Condimentul care vinde, vinde, vinde… • Dar…
• Vrei sau nu? • Cat de departe mergi? • Cat de prudent trebuie sa fi?
• Functioneaza atunci cand produsul poate creste sex-appeal-
ul: parfum, automobil, bijuterii, vestimentatie… etc… • Depinde de creativitate si de oportunitate, dar mai ales de
curaj si limitare… • Trateaza-ti audienta cu mult respect…
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Tema individuala
• Identificarea a cel putin o campanie romaneasca si analiza elementelor care creaza formatul creativ, pentru urmatoarele tehnici – Problema-solutie
– Exagerarea extrema
– Simbolism vizual
– Testimonial
– Imaginea-poveste
– Personificarea
• 6 slides ppt/cate unul per format – Referinta (foto sau link)
– Argumentatia min ½ pagina cu font Arial 12 pct