David Ogilvy has rightly remarked, “It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night”. In a world that is cluttered with communication and consumers are exposed to thousands of ads per day, a brand has to create an idea that is simple and resonates with consumers.
A brand cannot afford to have a mediocre idea because it loses connect with the consumers. Most good ideas go unnoticed due to the lack of execution. A great idea balanced with proper execution and communicated in an integrated way across a range of media can be a source of great power to the brand.
One cannot forget Apple’s ‘Think Different’ revolutionary campaign that saved the bleeding brand. It became the talk of the town and the stock prices tripled. The concept of putting the black and white photographs of time-honored visionaries with the powerful words actually made everyone think differently about the brand.
Everybody has a quest for true happiness and Coke’s ‘Open Happiness’ tells consumers that they are in the business of spreading smiles and opening happiness every day all across the world. Coke has leveraged this simple idea of quenching the thirst of happiness to become one of the most desirable brands in the world. From a vending machine dispensing Coke to trucks spreading the message, the brand continues to open happiness.
Small ideas that are engaging and create experience for the customers can make for a successful brand. The best innovative ideas should be simple and relevant so that it can add value to people’s life.
Recently, Mexican internet provider Terra decided to offer free Wi-Fi in public parks to dog owners. Owners who deposited poop in the special bins in parks in Mexico were rewarded with free Wi-Fi. The more poop the person added, the more minutes they got. The waste was being put to good use in this case and lead to cleanliness in the city.
In order to promote the breakfast menu, McDonald’s Polska rode high on the simple idea of promoting it’s offerings through the use of alarms. In the morning people usually set their alarm clocks and many of them choose radio stations instead of regular alarm clock tones to wake them up. McDonald's broadcasted during the radio spots; so when the radio alarm clocks went off, people could hear commercials that sounded like an alarm.
A simple idea executed properly can help brands establish a place in the hearts of the consumer. Advertising has to be created in a manner that cuts through the clutter with the power of a simple idea.