Concept... Creative...
Creative Concept?
What’s the big idea?
What does it all mean?
You might have heard words like ‘ideation’, ‘concept design’ and ‘the creative’ being thrown about. But what does it all mean?
Basically it’s all the same thing! It contributes towards the big idea. We take a look under the hood of what creative ideas actually are, how they come together for a campaign and their impact on the brand.
What is the ‘big idea’ for a brand?
In marketing terms, the ‘Big Idea’ serves as the central theme that underpins a campaign. Essentially, it is a core concept or message used to convey a unique selling proposition memorably and powerfully.
A successful Big Idea resonates with the audience, sets the brand apart, and delivers a clear message that evokes an emotional response, fostering a meaningful connection with the brand.
Think about some of the great examples of this: Nike’s “Just Do It” campaign, Dove’s “Real Beauty,” Iceland’s “Looks Like You Need Iceland,” or BMW’s “The Ultimate Driving Machine,” and you’ll get the picture.
The above examples feature few words, clear messaging, and perhaps more importantly, provide a platform from which many campaigns can emerge. So it is important you get this right from the start.
Drawing upon the brand essence.
Creating a Big Idea demands a deep dive into the brand’s essence. Masterful storytelling and the art of distilling powerful imagery into concise phrases are crucial.
The Big Idea simplifies the message, making it effortless for the audience to grasp, connect, and act.
Aligning the big idea with your brand.
Think of the Big Idea as your hook. It draws the audience in. But a hook is just the beginning; you need a plan to guide them. Your plan aligns with your brand’s values and identity, showing a clear path forward.
Brand alignment with your marketing strategy is essential for a Big Idea campaign. Ensure your brand’s values, messaging, visuals, and customer sentiment are in harmony. Each element should flow seamlessly into the next.
Big Ideas convey a story in a few words. The clearer your brand message, the easier the alignment. If your brand is a book, the Big Idea is the title or opening line, compelling readers to turn the page.
in a few words.
Forme Workscapes.
Forme Workscapes is about office workspaces coming together in a humanistic landscape, based on the idea of form and function. We combined simple repetitive headings like ‘Sustainable & Collaborative’, ‘Time & Space’ and ‘Nature & Living’.
By using simple messaging, connecting imagery and appealing to architects and interior designers, we created a compelling campaign that spoke directly to the audience.
How we go about generating the big idea.
Understand Your Audience
Know your target audience’s preferences, pain points, interests, and aspirations. Tailor your Big Idea to resonate with their emotions and needs.
Align with Your Brand
Ensure your Big Idea reflects your brand’s values, personality, and mission. It should reinforce your identity and build a consistent image.
Highlight Your USP
Incorporate your unique selling proposition. Emphasize what sets your brand apart and how it meets your audience’s needs.
Evoke Emotion
Create an emotional connection through your Big Idea.
Emotional responses drive engagement and leave a lasting impact.
Meet Strategic Goals
Align your Big Idea with marketing and business objectives. It should help achieve measurable goals like increasing brand awareness, driving traffic, or boosting sales.
Latitude25 — An effective messaging campaign.
A vacant block of land in Northern Queensland, needed ‘the big idea’ to sell a lifestyle sea-change choice for their prospective buyers. By creating a powerful message that aligned the RV lifestyle community with Hervey Bay we connected our audience to the location in a simple effective way.
Nuplas — Better Beekeeping.
Nuplas Apiarist Supplies required a unique look and feel to generate interest in their non-conventional approach to beekeeping. Using animated graphics, excellent photography and modern typography we made them look like leaders in the industry and now they are.
Creating interest.
The big idea can also challenge your audience, like we did for Nuplas Apiarist Supplies. Here the big idea is ‘Change Your Perspective’, by flipping an image of
a bee and type on its head, we are literally saying we are turning the beekeeping game on its head. What Nuplas was offering was an alternative to traditional wood hives that became weather effected quickly and deteriorated, so their strong plastic solution was a game-changer, so we had to let people know.
Within its database the campaign caught the attention of users and converted to sales spike. The large bee imagery and clever headlines created the attention and solid facts on the benefits supported the claim.
