What is it?
Writing with a practical purpose. The copywriter aims to inform the reader, persuade them to change their view or encourage them to take action- Direct mail
- Media - above the line
- Below the line
- Movie - Broadcasting
- SEO (Search Engine Optimisation)
- Big idea
- Brand story
- Crafting
Transformation
- Can the idea change attitudes, beliefs and behaviours?
- Open up new ways of seeing and thinking
- Alter the course of customers, markets, ad companies, and be a "game changer" on a grand scale?
- It can affects the market
- How tightly can the ideas be linked to your brand and only your brand
- The idea behind own ability is: "only from us…only for you"
- Bad own ability example: "We have the best people"
- --> because every
- Have to make a brand own something
- Just do it: Nike
- A diamond is forever: DeBeers
- Finger licking good: KFC
- I'm loving it: McD
- What happens here, stays here: LasVegas
- Impossible is nothing: Adidas
- Think different: Apple
- Apapun makanannya, minumnya... : Teh Botol Sosro
- When marketers remove the excess and simplify, intuitivenessm clarity and "i get it" factor emerge
- Today audiences have more choices tan ever, s don't risk confusing them…
- Humans are intrigue with something novel, unique and original
- Capture attention
- Brand marketers questioning…
- Cousin of originality
- Makes people feels special
- Video: push to add drama
- Magnetic ideas have an allure or an attraction that pulls people toward them.
- Be attuned to customers' reaction
- For example they make nike run, because it can be relate to people's activity
- What do they gravitate to in the society
- What words or phrases catch their attention
- What topics are generating discussion…
- Big ideas that makes you difficult to forget
- You spread it to people
- Today I don't feel like doing....
- Cause I am a champion...
- Never mind I'll find...
Egocentricity
- People have an innate interest and fascination with themselves
- What kind of reward that actually we get
- "What's in it for me?"
- Effectiveness
- You like the ad because of Raisa, because sometimes you give attention more to the odel than the product
- e.g. DOVE CAMPAIGN
- Big ideas: Every woman is beautiful
- Type of big idea:
- Transformation
- Simplicity
- Originality
- Likeability
- Others…
- Info gathering
- Research
- The big idea
- Concept
- Design
- Implement
- Refine
- A-HA moment
- Start over
Group with Kezia Tanasale
Big idea: The chocolate is the most delicious chocolate
Own-ability: because only that chocolate that would make the non-blinking woman blinks
Originality: because it can grabs people attention about the non-blinking woman, it's like something rare.
Surprise: because it's quiet funny that the woman wants to make a record by not blinking
Contagiousness: You spread it to people
Group with Kezia Tanasale
- We have to make the people thinks that imagine if someday the person that need the blood can become someone that can give a change to the world, make the world a better place
- Analogy if you in their position. You cannot reach your dream, you cannot hang out with your friends.
- Everybody deserve a happiness. Now you are comfortable with your life but there are some people who are not lucky enough as you.
- A proud feeling when you see someone is success because of your help
- Donating your blood is not that bad rather than the one who needs it. Because the hurt feeling is incomparable with what they felt. So, go help them.
- Follow your heart. Don't get influenced by others comment/perception about "donating blood is hurt"
