Bài giảng môn Quảng cáo - Topic 4 creativity ads 2022

Ý tưởng chính là con để của bộ não Ý tưởng sáng tạo không có gì hơn là sự sắp xếp những cái đã biết theo một cách thức mới... Đặc thù của ý tưởng sáng tạo trong quảng cáo... © Gevelop

We are not selling

products

We are buying

people’ s time

Quy trinh sang tao trong cty quang cao

Agency Brief Idea Brief

ldea Brief

————†**“=

Brainstorming Concepts / Ideas

CD ———» Creative Dept ————® CD

Sang tao la gi?

Đại Tự Điển Tiếng Việt

Nguyễn Như Ý chủ biên

NXB Van Hoa - Thông Tin 1998

Sáng: Bắt đầu làm, làm lần đầu tiên

Sáng tạo: 1 Làm ra cái mới chưa ai làm

2 Tìm tòi làm cho tốt hơn mà không bị gò bó

Ý tưởng chính là con để của bộ não

Ý tưởng sáng tạo không có gì hơn

là sự sắp xếp những cái đã biết

theo một cách thức mới

“Creativity is the ability to see

relationships where none exist."

Thomas Disch - American science fiction author

“Discovery consists of looking

at the same thing as everyone else and thinking something different."

Albert Szent Gyorgi - Hungarian physiologist

Đặc thù của ý tưởng sáng tạo trong quảng cáo

Ý tưởng này

Một mục cuối cùng: Bán Được Hàng|

Customer's

Insight

FOR THOSE WITH

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Chu dé 4:Creative Advertising

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Chu dé 4:Creative Advertising

Chu dé 4:Creative Advertising

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Noi dung cua Brief

San pham/ Dich vu

Muc tiéu chién dich quang cao

Khách hàng mục tiêu

Thông điệp cô đọng

Giá trị cốt lõi của thương hiệu

Các định hướng sáng tạo

Các điều bắt buột

Chu dé 4:Creative Advertising

ius the cameras that are about more than just picture taking

WHAT IS OUR CHALLENGE?

© Gevelop a new Campaign featuring products from Kodak's one-time-use Camera line that establishes Kodak one-time-use Cameras

WHO ARE WE TALKING TO!

© distinguish Kodak one-time-use cameras as the cameras that can capture the reality of a teen's life

WHEN AND WHERE WILL THEY BE RECEPTIVE?

een gris aged 12-17, whh a creative bullseye of Influencers aged 14/15 Their ives are characterized by “first’s” and constant

attempts at figuring out who they are Their world is all about

Icommecting to themseives and others

These girts are “navigating” thelr way through 2 life journey in a

time that revolves heavily around the friends (best friends,

‘een girs, and particularly Influencers, are very active and lewolved and are best reached through a variety of communications vehicles, which “surround” them and infitrate their “multi-tasking” world

With teens, the medium is the message They use media as a wesource to help them on their journey through Me By

Seetth Kiem & Amoctyte (ba?)

Creative Brief

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boyfriends) Identifying themselves within the context of their group of friends plays an important role in ther search for sel, Pictures are very important to these girts - photos connect them to /Within the teen environment, it is also important to reach them display their most important pictures the one of the cute boy s L they met at camp or the one of their pet as badges for all to see TY: highly targeted - primarty WB, ¢.9., Dawson's Creek, (who they are)

‘The act of picture taking is also important for girts They feel a Radio: strategk use of summer radio permission with a camera, which acts as a tool and puts Qon:-

at case in social situations Having a camera can also make =| In-School: book covers, day planners, Channel One, mouse

the center of attention in group situations, letting them be pads

the “fun” one for a while Movies SreenVison While the one-time-use Camera category is highty commoditized, :

ithe inherent features of an OTUC (& a teen's Ife - they are | | i

honesty, “real"ness and connection with teens can bring a new relevance to the Kodak tine of OTUCS

WAYS IN:

¢ Nothing 6s ever posed with a Kodak one-time-use camera

° Kodak one-tine-use Cameras capture the real spontaneity of your lếc

Brand Equities for Youth:

Trusted « Honest, Quality « Authentic, Emotiona/ « Connection Ootimien = Positive Outlook &

¢ Kodak doesnt want to be the most popular, but rather the outgoing friend thet others are drawn to and wert to hang-out with

IN THE END

To make Kodak the photography brand of choice for Generation Y

© Increase brand preference among teen girts from 64% to 71%

L® Increase annual OTUC burn rate among teen girts from 4.4 to 5.1

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Các phương pháp sáng tạo trong quảng cáo

Brainstorming

“None of us are aS smart as all of us."

Japanese proverb

The official sponsor of the Egyptian team in “eying 2008 cose

The official sponsor of the Egyptian team in BSS ea ose

Phoeton Handmade perfection (4)

Phaeton Handmade perfection @®

Phaeton Handmade perfection (4)

Y tuéng gay phan cam hay kho hiéu

Nguyén tac 1:

GAY CHU Y-be noticed

Vì người tiêu dùng có rất ít thdi gian !

Nguyén tac 2:

Người tiêu dùng hiểu

Tất cả những gì bạn nói không chắc hiệu

quả, quan trọng người tiêu dùng “hiéu

bạn nói”

Nguyén tac 3:

Quang cao la dau tu |

Tất cả những gì bạn nói không chắc hiệu

quả, quan trọng người tiêu dùng “hiéu

bạn nói”

Sáng tạo cần lòng dũng cảm cho cái mới

và CÓ rủi ro

Nguyén tac 5:

ideas ideas ideas!

Sức mạnh của ý tưởng

Nguyén tac 6:

Chia sẻ với người đam mẽ!

Sức mạnh của ý tưởng

Nguyén tac 7:

Digital-content-engagement!

QUANG CAO

IMC APPROACH

CHÚC

THÀNH CÔNG