The existence of the world as we know it is thanks to human logic to solve different situations. If it wasn’t for the creativity and the logic we put into things to solve problems, humans wouldn’t have survived.
If you dive into the mass media world you’ll discover that it’s constantly changing, making every day more challenging for brands to communicate with the audience due to the new demands this one has. You will also find how creativity can be the only weapon that can save your brand and help it to cross that thin line between “obsolete and boring” to “innovative and understanding” in this advertising universe.
To find the perfect strategy to spread a clear, understandable and engaging message can be hard, sometimes we think about the craziest ideas and we think they’re not good just because they’re different to what we know. Thinking out of the box is something we should put into practice every single day. Innovative brands are the ones who are constantly taking risks and looking forward to what is next. Also, we would like to stand out that crazy ideas are not a synonym for something that will work. We need to see how effective our ideas can be and if they will really communicate our message so we can get the answer we want from the audience, even if those ideas are super crazy. Here is an example of what we mean:
You might be heard of this boy two years ago, he bought 99 iPhones to propose to his girlfriend, and she said no, and we don’t mean she said no to his proposal because all the money he wasted buying those iPhones, but the idea of the heart shape made of iPhones was crazy but wasn’t good and not creative enough.
In order to be creative with our messages, we need to understand our audience to structure the message and the channels we will use, so our message won’t sound weird or boring to the target.
Just like the creators of “Dumb ways to die”, this campaign was born in Australia to avoid the increment of accidents in train stations, the aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety messages but the campaign “Dumb ways to die” has everyone amazed.
Innovative ideas are the ones that perfectly understand what the audience need and what the project needs to succeed and be understood. So now you might want to check your strategies or your actual campaigns and see how you can improve them to make a real connection with your audience. Remember that you need the message to be clear enough to think a creative way to expose it to mass media.
Don’t let your brand die for a miss-understanding with the communication you’re doing, save your brand with creativity but please, please, don’t use things just because they are popular, try to adapt your brand to the tendencies to reach new audiences but don’t exaggerate:
We’re using this example because we applaud the creativity and that she tried did to spread her message to a new audience using the tendencies of how they communicate, but the over exaggerated use of memes made the campaign look ridiculous.
Our advice is clear: Be creative, be clear, don’t follow tendencies just to be “popular”, engage with your audience in a creative way so you can reach their emotions. That’s the way you can save your brand.
Let’s do #BRAIN_DING!
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