Date post: | 23-Jan-2018 |
Category: |
Education |
Upload: | umes-shrestha |
View: | 105 times |
Download: | 1 times |
CREATIVEEXECUTIONArt & Copy
Would you run across the tracks to an opposite platform?
Would you stand too close to the edge of a platform?
Would you race around a lowered gate at a crossing?
Would you be walking along tracks?
How hard should it be to persuade people to not do things that may
injure them, ruin their health, or even get them killed?
We all know but we still do it.
These realities were understood by McCann’s Melbourne, Australia office when the Metro Trains network asked them to develop a campaign that would reduce fatal accidents around trains.
Important NoticeIt is dangerous to run across
the tracks while the train is approaching
Important NoticeIt is
dangerous to stand near to the edge of a
platform
Why would these types of ad not work?
Certain individuals see risky behaviors around trains as heroic or as showing a
devil may care attitude
Ignorance
Hasn’t really worked.
Messages that scare or frighten people could actually incentivize those who take risks.
And messages that preach tend to turn everyone off.
QuestionIf you were to develop a PSA campaign that
would deter people to do these stupid things, what would you come up with?
The ad agency decided to show that dying by crossing rails when a train is coming isn't heroic.
It's just dumb.
DUMB WAYS TO DIE
You can say the right thing about a product and nobody will listen. You've got to say it in
such a way that people will feel it in their gut. Because if they don't feel it, NOTHING WILL HAPPEN.
Bill Bernbach
WHAT YOU SAYHOW YOU SAY IT
in Print AdsCreating Great Copy
Components of an Advertisement
Image (Visual)
Slogan(Tagline)
Copy
Signature(Logo)
(Product Image)
Image (Visual)
Slogan(Tagline)
Copy
Product Image
Seal
Logo
So what’s the challenge about ?
Visuals/Images Headlines Subheads Body copy Slogans Tag-lines Seals Logos Signatures
HEADLINES
The largest type on the page - the words that will be read first and are situated to draw the most attention
HEADLINES
The most important thing a company says to the prospect. It explains or gives greater meaning to the visual and then immediately dictates the marketer's position in that person's mind, whether or not the prospect chooses to read on
Research shows that, on average, three to five times as
many people read the headline as read the body copy. So if the
message doesn't sell in the headline, the advertiser is
wasting money.
TYPES OF HEADLINES
Benefit Headlines
Speak English in 30 days or your money back
Try before you Buy
TYPES OF HEADLINES
News/Information Headlines
Newest racing bike in the town
Sale. Sale. Sale.
TYPES OF HEADLINES
Provocative Headlines
Betcha can't eat just one
TYPES OF HEADLINES
Question Headlines
What makes our customers smarter & richer than others?
Are you fed up with your work?
TYPES OF HEADLINES
Command Headlines
Obey your thirst
Just do it
Stop Baldness Today Before Your Head Looks Like A Bowling Ball
TYPES OF HEADLINES
Reason Headlines
20 Reasons Why Linux is Better Than Windows
Eat Breakfast at Mom’s. Here’s Why.
Why join a college when you can travel
TYPES OF HEADLINES
Sub Headlines
An additional smaller headline that can appear above the headline or below it
ONE OF THE MOST CREATIVE ADS EVER !
"Esencial moisturizes, but it has no grease."No big production. No digital effects. No jingle. No celebrity. No big comedy payoff.
Just a pure creative idea: a problem-resolution spot where the brand pointedly cannot solve the problem. It's a vivid demonstration of brand non-attributes. Inspired.
Cunning. Brilliant. And a demonstration of what creatives mean by "the big idea.”
The best taglines are Simple, Memorable, and Functional
A tagline should explain your product or service to potential customers or capture what it is that makes your business
different than your competitors’ businesses.