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Light’s Way of Thinking is a series of Light Chaser series documenting valuable knowledge in the advertising creative industry, shared by leading industry experts.

Coming to session 2 in the exclusive Workshop series with Aurora, Mr. Doc Toi Ti had an interesting sharing with Light Chaser on how to create Big Idea – an age-old topic in the advertising industry.

From the steps to conquering consumers, how to position and build the brand image, to the secret to coming up with big ideas to help the brand achieve its goals, let’s explore the secrets of the “older” with Aurora. “Advertisement in the article below!

Brand Positioning

According to Mr. Doc To Ti, in order to position the brand well, we first need to understand what the brand’s target customers are like, who they are, what they want, consumption habits and behavior on the platform. What is their online platform like?

In short, Doc Tu Ti encourages everyone to try to compare with “how to flirt with a girl”, the Target Audience (that girl) will like money, material things, fame, or care and pampering. ,…., I (the brand) want my image in her eyes to be a classy person, or a popular person, a cold person or a caring person,…. and embarked on it. finding a way to approach “her”.

For example:

• Big Idea: Become the image of a romantic in the eyes of the target audience
• Execution: Go to confession with a bouquet of flowers and a guitar

Pocket tips for creative advertising

Tip 01: Aim first, create later

During the Workshop, there was an immutable rule emphasized by Mr. Doc To Ti: “Always define your purpose before embarking on creative work.” Because each purpose will lead to different ideas. (Does the brand want to increase awareness, make sales, solve a crisis, dominate the market, create trust or just to stay engaged?)

For example:

• Bill Gates: “Imagine a “cool, cool” house without Windows”
• Purpose: Show that the brand positioning is practical, not just trendy like rival Apple.
• Steve Jobs: “Why are ads for IBM, PC made with Macs?”
• Purpose: Responding to rival Microsoft that Apple is not only trendy but also brings real value to customers.

In particular, it is necessary to clearly understand the brief, a clear idea that comes from a clear purpose, to have a clear purpose, the creator must understand the brief correctly.

“It is not possible to apply successful references to different briefs. If you don’t understand the brief’s true purpose, the idea will be rejected catastrophically.” – Mr. Doc newspaper Ti shared.

Secret 02: “Conspiracy” to make Big Idea

In this section, Mr. Doc Toi Ti gave advices to Light Chaser on how to properly and sufficiently understand Big Idea, the factors that make up a Big Idea for IMC campaign and analytical model to generate big ideas. differentiated enough to be competitive.

Big Idea is a big story that covers the whole campaign

Big Idea is the answer to the question “Who is the brand?” and act as a guide for all activities in the campaign. A Big Idea will need to be strategic (resolving what is the big goal for the brand), connectivity (consumer wants, life, dreams, emotions, reason, …) and physical show the brand persona (opinion, life philosophy, personality, attitude of the brand).

For example:

• Apple’s Perspective: Think Different
• Omo’s point of view: Dirt is good
• Romano’s Life Attitude: Master the Game
• Toyota Lifestyle: Moving Forward

Big Idea needs to be competitively different

In this section, Mr. Doc Toi Ti and Light Chaser analyzed successful campaigns and brand positioning in the market.

• Ovaltine: they present themselves as someone who values the joys of their children’s lives more than their achievements.
• Ariel with Big Idea “Share the loads”, this big idea shows:
  • Brand mission: Share the work
  • Brand’s point of view: Sharing the work with a woman, “load” is both a burden on her shoulder and a “workload” of a woman.
• Omo with the big idea “Dirt is good” shows:
  • Perspective: Stains are good things
  • Opinion: Let children be spoiled for dirt in exchange for valuable experiences, cleaning clothes for Omo to take care of.

Big Idea analysis model

Specific example: Story of Son Tinh – Thuy Tinh

• Brief of Hung King: Nine tusks elephant, nine spurs chicken, nine red-haired horses
• Issue: Mercury, who lives in the sea, can’t prepare a full wedding.
• Purpose: Not to have tributes to win the brief, but to marry the princess

>>> Therefore, Mercury can fully use her strengths to flirt with the princess. And Thuy Tinh lost to Son Tinh because he didn’t know how to exploit his USP.

Factors to evaluate a Big Idea

• Competitive differentiation
• Bringing value to consumers: Vinamilk – “Rise up Vietnam”: The value of Vinamilk milk brings not only physical but also mental
• Create a reliable promise: Vinaphone – “Always with you wherever you are”
• Inspiring a consumer-friendly lifestyle: Diesel – “Be stupid”
• Always in a sympathetic and empathetic mood with consumers: Viettel – “Always listen, always understand”
• Provide the necessary benefits to them.

Tip 03: Approach

To make the process of creating Big Idea less thorny, you can refer to the creative models of leading agencies around the world:

Example: “Big Ideal” (Ogilvy)

• Step 1: Find out the social contradiction
• Step 2: What can the brand do to resolve that conflict?

Summary

Purpose comes first, creativity follows. Each Big Idea needs to solve the problem, the big purpose of the brand, and at the same time connect the brand with the Target Audience (target customers) and especially need a long-term orientation for the activities in the campaign.

If you compare a brand to an individual, then Big Idea is what represents that individual’s point of view, attitude, personality, life philosophy, and that perspective will help connect Brand and Target Audience, encouraging Target Audience (brand target customers) have a better life. (break down the barrier between TA and their wishes, dreams, inspire, empathize and provide them with the necessary benefits)

👉🏻 There will be many more professional training sessions, as well as exclusive Au workshops in the coming months, readers, please stay tuned for the next issues on Aurora’s fanpage & website!

Part 01: Learning how to tell stories with Mr. Doc To Ti – Here

Part 03: Tips to come up with ideas – Creatips – Here