IdeaManagement presents “How great ideas work even harder – the secrets of creative effectiveness 2007”
June 23, 2007 by 15forcannes
This was one of the most interesting presentations this week and here I had a big amount of deep and detailed insights about the structure and impact of great ideas that have won an effectiveness award and a Cannes Lion with the same campaign.
A very interesting slide was about the anatomy of a great idea that pays off. It’s very important way to check every idea you have because this way you will know which are the weak points. This material is pure gold ! The 7 anatomical details are :
1.Speed – “I get it,….” (the viewer remembers parts/structure of the ad)
2.Truth – “Oh, Yes, that is true” (I affirm; the faster the customer recognizes himslef in your ad the more easy he will watch and remember it. So, keep things real).
3.Comprehesion – “I know that..” (It connects me with…; and a good conectivity means good memorability, right ?)
4.Anchoring – “Absolutely original…”(True, that can only be done by…; I personally think this way about the VW ad collection, all times).
5.Concentrating – “Yes, I can/will keep that in mind…(one message, one thing to remember).
6.Additional attention–“Oh, I have never seen it that way” (the surprise element makes the memorability stronger and better).
7.Advertising vision-“Yes, I love ads of…” (repeating Great Ideas..such as Absolut Vodka or Johnny Walker).
Speaker:
Ralf Longwost – Founder, IdeaManangement
