This pack will help you ideating the basics of your advertising campaigns. It will work great when you are looking for the concept of a new campaign, action or marketing piece. The questions on this pack will make you explore possibilities on messaging and channels.
Try to generate as many ideas as possible.
You'll have time to filter them later.
Think about keeping the client/author secret and non-obvious. Play with the mystery.
Think about creating an addiction to your idea. Make it so they have to use it all the time, always coming back for more.
Think about communicating the exact opposite of what you are supposed to say. Use negativity to your benefit.
Think about bringing two different perspectives to your idea. Make extremes connect and show their similarities.
Think about a social media movement that could engage and gain support. Make it catchy and relevant.
Think about using other forms that are not visual. You can use taste, smell, sounds and any other invisible thing.
Think about changing your audience to the other extreme. If you are targeting young people, focus on old people instead.
Think about setting a task for your target group. You could make it collaborative like the Ice Bucket Challenge, or just a global competition.
Think about using your problemas something good, something beautiful. Find beauty in everything.
Think about creating a fake product/ service/ad that is shocking and will drive awareness. Something that is a bit too weird to be real.
Think about how you could make a controversial solution. Make people talk about it.
Think about ways of rewarding your audience for using your solution. Give them points, prices or status.
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Intenta generar tantas ideas como sea posible.
Tendrás tiempo para filtrarlas más tarde.
Piensa en redirigir tu idea al público contrario. Si estás centrándote en estudiantes, dirígete a jubilados.
Piensa en desafiar a tu público con una tarea. Podrías hacer que fuera solidario (como el Ice Bucket Challenge) o, simplemente, una competición global.
Piensa en crear algo lo suficientemente impactante como para llamar la atención. Levanta sospechas, haz que la gente se pregunte si es real o no.
Piensa en formas de premiar a la audiencia por usar tu solución. Dales puntos, recompensas o estatus.
Piensa en una solución que genere polémica. Haz que la gente hable de ella.
Piensa en crear un movimiento en las redes sociales que atraiga a tu público y te haga ganar seguidores. Hazlo atractivo y relevante.
Piensa en enganchar a tu audiencia. Haz que tu público tenga que usarla todo el tiempo, que siempre vuelvan a por más.
Piensa en transformar tu problema en algo bueno, algo bonito. Busca la belleza en todo.
Piensa en usar medios que no sean visuales. Puedes usar sabor, olor, sonidos o cualquier otra cosa que no dependa de la vista.
Piensa en comunicar lo opuesto a lo que ibas a comunicar. Usa la negatividad en tu favor.
Piensa en mantener en secreto a los autores o a los clientes. No lo hagas obvio. Juega con el misterio.
Piensa en enfrentar dos perspectivas totalmente opuestas en tu idea. Conecta los extremos y muestra sus similitudes.
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