Developing creative social concepts

What’s the difference?

A creative concept in advertising is about developing an execution to

broadcast a message

A creative social concept means developing ideas that facilitate

interaction

What goes into a creative social concept?

Objective: e.g. increase sales of MyStuff

Product / Service

Social object: e.g. culture, sport, fashion, shopping

Creative social concept

Social hook: utility, experience, sharing,

gamification

Audience (s)** For simplicity audiences are given in broad terms in this ppt

What comes out?

Creative social concept

Characters

Content

Essence

Interest point (s)Content

Characters

Content

Temporality

Platform (s)Location (s) and

mood (s)

The ‘essence’ is the root of the campaign, its meaning, the way it can be understood in its simplest form

Creative social concept

Characters

Content

Essence

Interest point (s)Content

Characters

Content

Temporality

Platform (s)Location (s) and

mood (s)

‘Temporality’ takes into account where a person is, their potential mood and the platform upon which the

interaction is taking place

Case study

Objective: sell Puma flip flops

Product / Service: Flip flops

Social object: Design

Puma pimp your sole

Social hook: design, competition

Audience (s): People who wear flip flops

Puma’s creative social concept

Characters

Content

Essence

Pimp your sole

Characters

Content

Interaction

Design, Flickr photos, upload to Facebook

Case study

Objective: increase sales of Colgate

Product / Service: Toothpaste

Social object: Smiling

Colgate keeping Britain smiling

Social hook: charity donation, taking pictures

Audience: People who brush their teeth

Colgate’s creative social concept

Characters

Content

Essence

Keep Britain Smiling

Characters

Content

Interaction

Design, upload to Facebook

Case study

Objective: develop Vodafone brand awareness

Product / Service: Mobile network

Social object: Festivals, music

Sziget Music Festival Augmented Reality Layar

Social hook: utility, useful information on your mobile

Audience: Mobile phone users

Vodafone’s creative social concept

Characters

Content

Essence

Using your mobile to augment your festival reality

Characters

Content

Interaction

Consume complex location-specific information in an accessible way

Case study

Objective: sell the new Ford Focus

Product / Service:Cars

Social object: Travel

Doug the Ford Focus Spokespuppet

Social hook: sharing and commenting on Doug’s

journey

Audience: Drivers

Doug the Ford Focus Spokespuppet

Characters

Content

Essence

What happens on Doug’s travels

Characters

Content

Interaction

Interact with Doug on his roadtrip via Facebook

Case study

Objective: sell Nike superfly football boots

Product / Service: Football boots

Social object: Famous football players

Who is superfly?

Social hook: opinion

Audience: People who play football

Nike’s creative social concept

Characters

Content

Essence

Who is superfly?

Characters

Content

Interaction

Like the player on Facebook and comment on why they are ‘superfly’

Mariam@MariamCookhttp://mariamz.wordpress.com/