1. How to create original ideas

2. HOW TO CREATE ORIGINAL IDEAS
What if
An unexpected association
Dramatize the obvious
Catchy phrasing
An unexpected twist
A play on words
Analogy and metaphor
Familiar and strange
A twisted “cliché”
Twist the obvious
blockbusting

3. used what if question to twist the commonplace.
Ex: what if animal can talk.. , MONSTERS ARE CUTE : SESAME STREET
What if
think a word, then describe everything that comes into you mind when you imagine that word. If you follow a chain of association, you may come to an idea that set up an unexpected juxtaposition word with the original word concept.
Ex: compact used a visual of chained butterfly to ilustrated the lack of freedom in competitors computer workstation
An unexpected association /trigger idea
Trigger idea : A trigger concept (or idea seed or random seed) is an idea creating technique operated by bringing an unrelated idea into the problem and forcing connections or similarities between the two.

4. sometimes the most creative idea is also the most obvious.
Ex: voodoo doughnut : magical power residing in a doughnut is new, but the black magic idea comes directly form the name of the product
Dramatize the obvious
Lets get the beat ; can’t stop the beat ; jazz up your life
Catchy phrasing

5. An unexpected twist
A play on words

6. Analogy and metaphor Familiar and strange
Analogy: to find a familiar thing or process that seems somewhat like the idea or problem to be clarified.
Metaphor: a comparison between two unlike things, in which one thing is identified with the other.
ex : harley davidson – juicy steak , small bag of peanuts
Analogy and metaphor
put the familiar in an unexpected situation : UPS – box and green
Familiar and strange

7. if it was overused, make a new context
ex : happy camper = avoid strong, big SUV and focus to camping and be happy
A twisted cliché
avoid the predictable
ex: cadillac on wallstreet is usual.
Use instead SUV on wall street.
Twist the obvious

8. Many people complain of not being creative when in fact their creativity has merely been blocked. Functional fixation arises when someone is unable to see beyond the historical or accepted use for an item, often identified by its name or label.
For example, a screwdriver is a tool for tightening or loosening screws. A person suffering from functional fixation would be unable to see any other uses for the item. But, of course, a screwdriver can also be used as a paint can opener, an ice pick, a plumb bob, a paper weight, and so on.
Block Busting

9. To prevent unoriginal ideas, avoid to work around :
The look alike : avoid copycat advertising that uses somebody else’s great idea
ex : ads of escape product (resort, travel, liquor, foods) use words “paradise” over used
The tasteless :
ex : subaru –put it where the sun doesnt shine-

10. Creative Side : practical tips

11. Ten Creative tips by Tom Groth ; University of West Florida
- dig into life. Immerse yourself in art, music, pop culture, books, advertising, the Internet, Your client, your product, and most of all, your prospect
- breaktrough creative is not in the research or on the internet- it is within you
1. Live Big. Prepare. Be Smart. Work Hard. Don’t be lazy. Laugh
creativity forgets the way things are supposed to be
2. The Right Answer is the wrong Answer

12. Ten Creative tips by Tom Groth ; University of West Florida
discover the core message about your brand before you ever pick up a pencil.
3. What do you want to say?
a computer immediately thrusts you into your left brain. (which font?which point size? Which program?where do I get a picture of…)
always cary a notepad. Ideas may come In the shower, in the middle of the night, on a date, or at a spotlight. Oh, that breaktrough concept can vanish in a heartbeat. Get it down fast
4. Warning! Do not use a computer to create

13. Ten Creative tips by Tom Groth ; University of West Florida
try free play, recess. No rules, no coach- shut down your adult, left brain, and all the tired baggage that comes with it. Start with lots and lots and lots of thumbnail. All ideas are valid now. Don’t evaluate yet. Wait. Pick your winner another day
5. Use the power of play
what if…. A pink bunny sold batteries?
Pretend… a green giant raised peas!
Suppose… a clown with red hair pitched burgers
immagine…
 give yourself permission to suspend reality! Look beyond the facts to what might be.
6. Play that what if game

14. Ten Creative tips by Tom Groth ; University of West Florida
Fear says ‘there already exist one answer and you’d better find it’
creative says ‘ the world is not done. There are more pages possible!
fear kill creativity. Fear of ridicule. Fear of being fool. Fear of being fired. Fear it wont be perfect
perfection kills ideas. Take a risk. Be brave
7. Don’t play scared
use association. This is how your brain works and how great ads work too
a pet is a…. Date magnet
a crayon is a… a power tool
cough syrup is … silent night
just link two unrelated ideas. This breaks the boredom barrier and dramatizes your brand benefit
8. Think of it as…

15. Ten Creative tips by Tom Groth ; University of West Florida
set-up : two antennas meet on a roof, fall in love, and get married
punch line : the ceremony was’nt much, but the reception was briliant
- The set up creates a question through curiosity
- The punch line answers the question and reveals the core brand message
9. Set up and punch line
people like to work with people who have a sense of humor. People buy brands from ads they like. A sense of humor win accounts, make friends, sells brands, and turns good creative in to great create
10. Have Fun

16. Message Strategy

17. Head strategies : for Hard sell Ex:
Message strategies
Head strategies : for Hard sell
Ex:
- brosur yg menuliskan harga produk
- Brosur tentang Spesifikasi mobil
Heart strategies : for Soft sell
Iklan minyak goreng – menjaga kesehatan keluarga

18. BASIC OF Message Strategies
for hard sells (informational message that is designed to touch the mind and create a response based on logic. The assumption is that the target audience wants information and will make a rational product decision)
Head strategies  cognitive
(uses emotional appeals or images to create a response based on attitudes, moods, and feelings. The assumption with softsell strategies is that the target audience has little interest in an information search and will respond mre favorably to a message that touches their emotions or presents an attractive brand image)
Heart strategies  affective  for soft sells

19. Fear, Angry, love, fun, happy
MESSAGE APPROACHES
Messages approach
Emotional (heart)
Fear, Angry, love, fun, happy
rational
Logic, factual
Informational
combination

20. Type of creative strategy Function oriented USP Symbol or experience
Brand image
Resonance
(slice of life – problem solving)
Emotional
Domination on specific categories
Generic (almost same within other product at certain categories) 
soy souce no 1 ; daia – clean
Preemptive
(pioner)
membuat pernyataan yang juga bisa dibuat oleh perusahaan manapun yang memasarkan merek dalam kategori produk yang sama
Biasanya dilakukan perusahaan yg sudah menguasai pasar
Tidak mengklaim superioritas
Misal :soup campbell (no 1 di USA – soup is a good food)
Rinso = sabun cuci ibu2 rumah tangga
Iklan makanan = mengenyangkan

21. Frazer’s Six Creative Strategies.. (1)
Uses common attribute or benefit, but brand gets there first – forces competition into me-to position
Usually Used for categories with little differentiation or new product categories
Preemptive
Uses a distinct difference in attributes that creates a meaningful consumer benefit
Usually Used for categories with high levels of technological improvement and innovations
Ex : ponds gold radiance = made form gold
Unique Selling Proposition
USP : menyatakan keunggulan produknya berdasarkan atribut produk yang unik, yang memberikan suatu manfaat yang nyata bagi konsumen.
Contoh :
Iklan PONDS gold radiance menceritakan bahwa produknya memiliki semua manfaat anti aging dan khasiat dari partikel emas

22. Frazer’s Six Creative Strategies.. (2)
Uses a claim of superiority or distinction based on extrinsic factor such as psychological differences in the minds of consumers – certain symbols / class categories
Usually Used with homogenous, low tech goods with little differentiation
Brand Image
Establishes a place in the consumer’s mind relative to the competition
Usually Used by new entries or small brands that want to challenge the market leader
Positioning
Brand image : mengembangkan citra atau identitas bagi suatu merek dengan mengasosiasikan produk tersebut dengan simbol-simbol tertentu

23. Frazer’s Six Creative Strategies.. (3)
Use situations, lifestyles, and emotions with which the target audience can identify – related with target audiences life –
Used in highly competitive, undifferentiated product categories
ex : beauty and love, children and germs, teenage and comedos/pimple
Resonance
Uses an emotional, sometimes even ambiguous message, to break through indifference
Used where competitors are playing it straight and informative
Ex : children see, children do
Affective/anomalous (emotional)
Resonance : iklan meresonansikan (pola-pola) pengalaman hidup khalayak. Iklan gema (resonansi) tidak berfokus pada pernyataan produk atau citra merek tetapi lebih pada mencari-cari keadaan atau situasi saat ini hingga menemukan lawan berimbang dalam pengalaman riil atau imaginasi khalayak sasaran.
Contoh :
iklan obat jerawat
Emotional : Upaya meraih emosi audience dengan berbagai daya tarik daya tarik roman, nostalgia, gairah, kesenangan, kegembiraan, rasa takut, rasa bersalah, rasa muak, dan penyesalan
Contoh : children see children do

24. Rational customer-focused selling premises
what the product can do for the user by translating the product feature or attribute into something that benefits the consumer.
Ex: GM electric car focuses on product feature (the car doesn’t use gas) and translates it into a benefit : lack of noise ( no piston, valves, exhaust)
Benefit :
benefit statement that looks to the future and predict that something good will happen to use the product.
Ex: Dial Soap has proised for decades that if you use Dial, you will feel more confident
Promise :

25. Rational customer-focused selling premises
reason why you should buy something.
Ex : why you should eat mc donald? Healthy fast food.
Reason why :
benefit statement that s both unique to the product and important to user. The USP is pormise that consumers woll get unique benefit by using this product only
ex: when sony cameras has a new feature
Unique Selling proposition :

26. Taylor’s six-segment strategy wheels
Transmition view
(head)
Ritual view
(heart)
rational
EGO
social
Accuted need
routine
sensory

27. Ritual View objective : intelectual stimulation strategy : user image
product : clothing, jewelery, art, books, sport cars etc
Ego
objective : social approval
strategies : lifestyle resonance, user occasion
product : clothing, shoes, jewelery, art etc
b. Social
Objective : sensory gratification
strategies : pleasure, experinces
products : CD’s, fragrances, cosmetics, jewelery, etc
Sensory

28. Transmition view objectives : reminder, repurchase
strategies : hyperbole, brand personality, performance
product : groceries, personal care
d. Routine
objectives : reminder, repurchase
strategies : brand simliarity, impulse
product : replacement parts, supplies
e. Acute need
Objectives : problem removal and avoidance
Strategies : comparative, USP, positioning
product : auto, computers, appliances
f. Rational