Top Story

Home >> Advertising >> Article

No need for overkill, sometimes simple ideas work best

15-April-2013
Font Size   16
No need for overkill, sometimes simple ideas work best

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.

Tags David Ogilvy

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity

EVP and Head Digital Business, SPN India says the surge in smart phone sales is driving the growth of over-the-top (OTT) industry like never before