Swipes: Creative Strategies

Swipe File

Title: Ideas change the world

Agency: Ogilvy & Mather Argentina
Prospects: people who want to listen to inspiring ideas.

Product: inspiring ideas.
There are many problems in life, and people get together on TED to talk about solving it or presenting a solution.

Problem: With better online presence, TED hopes to educate and spread great ideas to the people. 

Strategy:

John Lennon is one of the most well known figure who represented peace. The TED gains a peaceful image by associating this popular figure with TED.
TED is also likened as a factory that changes the perspective of the listeners.

Title: Get The Respect You Deserve

Prospects: People who don't wear or haven't own a pair of spectacles

Product:Cogmark glasses

Problem: People who don't wear glasses, don't get treated seriously.

Strategy:

1. The image is universally understandable. A woman with and without a pair of glasses. They use the 'before and after' method.

2. They also make use of a stereotype. People with glasses look smarter, and therefore, people think they are harder to charm compared to those without glasses.

Tone: Light

A targeted print advertisement from a magazine:

 

Title: We can make you straight

Sponsor: Virtual Advertising

Prospects:People who read LGBT magazines

Product: Dental Care

Strategy:

1. The placement of the message in a LGBT magazine makes fun of the pun 'We can make you straight' which is slightly controversial, which might attract them to read further, upon closer inspection they will realize it was referring to their teeth, not their sexual orientation.

2.The lack of visuals put more emphasis on the copy.

Written by Wong Li Yee (Lily)
All images used in this post were sourced from http://adsoftheworld.com/

Reflection: Creative brief

Writing up creative briefs for advertisements and products. 

Our Group

Ads: Dayquil/Nyquil

 
Products: English Breakfast Tea
 

The most interesting creative brief had been the presentation for the deodorant, the reason being that humor is appreciated by most people. The presentation for the product was funny, and the presenter knows how to engage the audience with words like 'You can use it whenever and where ever you like!'

*the product above is only for illustrative purposes. In no situation does it represent a real advertisement.

The words conjures silly situations where a deodorant can be used. He even gave an example, using the deodorant as a pepper spray, which might work because deodorants have alcohol, which causes pain when in direct contact with eyes. Also, the targeted audience were people with odor problems and people who frequently engage in sports. This idea would certainly appeal to them.

Given more time, the idea might not differentiate itself from other deodorants but it can successfully sell the idea of needing the product. 

This class also taught me the importance of presenting a product creatively.

Image of deodorant is sourced from this page and then edited: http://www.chemistdirect.co.uk/nivea-deodorant-fresh-spray_1_11867.html 
Image of Dayquil and Nyquil Vitamin is sourced from: http://www.epinions.com/review/Vicks_Dayquil_Nyquil_Nyquil_Dayquil_Plus_Vitamin_C_Caplets_Combo_pack_40_Procter_Gamble/content_491630464644?sb=1

Written by Lily Wong