Let the hunt for the “big idea” begin
Have you heard everyone talking about the “big idea”? It seems that everywhere we turn these days we see or hear something about “big ideas.” Major global brands, including the likes of, Procter & Gamble, Nike, Unilever, and Diageo, are putting increasing emphasis on finding powerful creative concepts to fuel their marketing communications campaigns. Finding that one big creative is now the holy grail that brands are now searching for.
Today’s consumers face an abundance of choice, but too often they lack compelling reasons to choose one brand instead of another. Marketeers, of course, are trying to provide consumers with reasons to choose their brands, but they struggle to make themselves heard in a media environment that is increasingly cluttered and fragmented.
And so emphasis in brand marketing is shifting towards the pursuit of big ideas because only a truly engaging concepts built on meaningful consumer insights or emotional truths will cut through the clutter and capture a consumer’s heart.
So what’s a big idea in action?
So that’s your definition sorted but how do you recognise one in action? No matter how provocative or appealing a big idea may be, it won’t make for an effective marketing campaign if it’s not harnessed to a brand in a compelling way.
The Proctor and Gamble Thank you Mom campaign is a great example of a simple truth well executed into a fully integrated marketing campaign. P&G’s Olympic campaign for mums plucked at the heartstrings of a global audience by focusing on thanking mothers of Olympians and would-be Olympians around the world.
The campaign included digital media, print, television ads and a mobile application. The cornerstone of the campaign was a television ad showing the mothers of young athletes and would be athletes around the world preparing them for their day. An online “Thank You, Mom” app on Facebook continued the celebration of motherhood by allowing everyone to thank their own mums for their hard work and sacrifice and created a truly meaningful engagement with consumers.
Other channels were utilised but to cement the idea further P&G even sponsored a venue—its “Family Home”—where mums and families of Olympians could spend time together as their children competed.
The Thank You Mom campaign resulted in a 5-20% sales lift for the P&G brands involved!
How to do I begin the hunt for the big idea?
So there’s an example to inspire us all, so how about a few pointers to guide you in your search. Here’s our top tips (certainly not an exhaustive or in order of importance) to get you underway.
Find something relevant
Big ideas resonate with customers. For an idea to be powerful, it must hit home with them in a meaningful way. It must be based on an idea that’s authentic. And though it may contain a rational appeal, a big idea usually strikes an emotional chord. Most of these ideas should come from a customer insight you have been able to discover through research or buying habits.
Keep it simple
If your big idea is too complicated, no one will remember it. Or repeat it. Or share it. Or talk about it. Simplicity and relevancy are key characteristics of a great idea.
Be disruptive
Big ideas are disruptive. One of most important elements for any big idea is that it is a game-changer. It shifts perceptions and turns convention on its head. Distinctiveness will get you noticed amongst all that marketing noise!
Be creative and prepared to think outside your comfort zone
A big idea pushes and extends brand boundaries without breaking them. Open your mind to everything, does the idea push the brand in positive and potentially new ways without going so far as to strain either credibility or believability? Don’t settle on the obvious, a great idea with mediocre creative is likely to ignite and fizzle out just as quickly but similarly though a weak big idea propped up by great creative will struggle almost as much.
Consider all media
Your big idea should work across all channels and be easily translated into digital, print, radio, and broadcast channels. It will develop more personality and have its strength tested as it is applied to each channel. Consistency is an extremely powerful tool but creative blandness and repetition will weaken it. Embrace engagement and offer outlets for consumers to feed into your idea and help it grow and generate conversation.
Remember your audience
Don’t fall in love with cool ideas that mean nothing to your target audience. Remain faithful to that original insight or truth, constantly checking as you translate it to each media channel. Will this idea engage and build meaningful conversation with the brand? Does it respect their intelligence — and value their time? Will it sell our product? The biggest of big ideas are truly universal. They cut across distinctions of class and ethnicity, the biggest ideas speak to people at a fundamental human level.
Make sure you get noticed
The biggest and best ideas generate buzz and word of mouth. People feel compelled to share their reactions to these emotionally charged, highly resonant, and game-changing propositions.
Big ideas are more important than ever but they don’t just fall from the sky. You must work intentionally to cultivate them, understanding the character and methods to develop them is the first critical steps. Maybe the next is to get an integrated team of cross channel creatives involved…
Take a look at our case studies to see how we’ve helped our clients fuel their marketing communications campaigns. If you would like to find out how we can help you generate big ideas get in touch today.
