Why creative campaigns are so effective
Posted: Mon Dec 23, 2024 5:50 am
1. An I-couldn't-have-thought-of-it-myself element
Not a few nice creative ideas, but that one big bold step makes an advertisement successful. Far-fetched enough to be original, but so well thought out that the connection with the organization is immediately clear. In that respect, Klaverblad Verzekering is more creative than Centraal Beheer Achmea, for example. The 'Even Apeldoorn Bellen' jokes are often funny, but tell little about the company or its services. Real creativity starts with an insight or idea that is deeply rooted in the company.
2. Commitment
The second essential aspect for a creative campaign is engagement . Most companies still think that there is an interested consumer on the other end of the line, with a natural interest in what you have to say. The opposite is true.
Nobody reads ads. People read what interests them, and sometimes it's an ad. – Howard Luck Gossage
Therefore, do not see an advertisement as hong kong phone number search communication, but as a connection that you enter into. Surprise people first with something of value. If you do that in a good way, you can then link a credible marketing message to it.
Now we know what makes an ad creative, but how come creativity also performs well in business terms? It has to do with four golden effects, which a 'normal' ad lacks.
1. A creative advertisement stands out more
Just as signal colours like orange and green stand out more than white and grey, creative advertisements also attract more attention than 'safe' advertisements. With boring advertisements you will not quickly silence the living room. And if no one listens, you will not sell anything.
2. A creative advertisement is more memorable
Secondly, creative ads are more likely to be remembered because they stand out from the crowd. You don’t remember the phone provider that is a dime cheaper per month or promises the best service. What you do remember is that weird not-because-it-has-to-be-but-because-it-can campaign.
3. A creative advertisement generates awareness
The advertising you tell in the office is not about how well a certain brand of toothpaste works, but rather that absurd Hornbach or Snickers ad. The chance that your creative campaign will be picked up by other media is also a lot higher.
Not a few nice creative ideas, but that one big bold step makes an advertisement successful. Far-fetched enough to be original, but so well thought out that the connection with the organization is immediately clear. In that respect, Klaverblad Verzekering is more creative than Centraal Beheer Achmea, for example. The 'Even Apeldoorn Bellen' jokes are often funny, but tell little about the company or its services. Real creativity starts with an insight or idea that is deeply rooted in the company.
2. Commitment
The second essential aspect for a creative campaign is engagement . Most companies still think that there is an interested consumer on the other end of the line, with a natural interest in what you have to say. The opposite is true.
Nobody reads ads. People read what interests them, and sometimes it's an ad. – Howard Luck Gossage
Therefore, do not see an advertisement as hong kong phone number search communication, but as a connection that you enter into. Surprise people first with something of value. If you do that in a good way, you can then link a credible marketing message to it.
Now we know what makes an ad creative, but how come creativity also performs well in business terms? It has to do with four golden effects, which a 'normal' ad lacks.
1. A creative advertisement stands out more
Just as signal colours like orange and green stand out more than white and grey, creative advertisements also attract more attention than 'safe' advertisements. With boring advertisements you will not quickly silence the living room. And if no one listens, you will not sell anything.
2. A creative advertisement is more memorable
Secondly, creative ads are more likely to be remembered because they stand out from the crowd. You don’t remember the phone provider that is a dime cheaper per month or promises the best service. What you do remember is that weird not-because-it-has-to-be-but-because-it-can campaign.
3. A creative advertisement generates awareness
The advertising you tell in the office is not about how well a certain brand of toothpaste works, but rather that absurd Hornbach or Snickers ad. The chance that your creative campaign will be picked up by other media is also a lot higher.