1. Developing creative social concepts

2. What’s the difference?

3. A creative concept in advertising is about developing an execution to broadcast a message

4. A creative social concept means developing ideas that facilitate interaction

5. What goes into a creative social concept?

6. Objective: e.g. increase sales of MyStuff Product / Service Audience (s)* * For simplicity audiences are given in broad terms in this ppt Creative social concept Social object: e.g. culture, sport, fashion, shopping Social hook: utility, experience, sharing, gamification

7. What comes out?

8. Essence Characters Interest point (s) Content Content Creative social concept Temporality Characters Content Location (s) and mood (s) Platform (s)

9. The ‘essence’ is the root of the campaign, its meaning, the way it can be understood in its simplest form

10. Essence Characters Interest point (s) Content Content Creative social concept Temporality Characters Content Location (s) and mood (s) Platform (s)

11. ‘Temporality’ takes into account where a person is, their potential mood and the platform upon which the interaction is taking place

13. Case study

14. Objective: sell Puma flip flops Product / Service: Flip flops Audience (s): People who wear flip flops Puma pimp your sole Social object: Design Social hook: design, competition

15. Essence Characters Pimp your sole Content Puma’s creative social concept Interaction Characters Content Design, Flickr photos, upload to Facebook

16. Case study

17. Objective: increase sales of Colgate Product / Service: Toothpaste Audience: People who brush their teeth Colgate keeping Britain smiling Social object: Smiling Social hook: charity donation, taking pictures

18. Essence Characters Keep Britain Smiling Content Colgate’s creative social concept Interaction Characters Content Design, upload to Facebook

19. Case study

20. Objective: develop Vodafone brand awareness Product / Service: Mobile network Audience: Mobile phone users Sziget Music Festival Augmented Reality Layar Social object: Festivals, music Social hook: utility, useful information on your mobile

21. Essence Characters Using your mobile to augment your festival reality Content Vodafone’s creative social concept Interaction Characters Content Consume complex location-specific information in an accessible way

22. Case study

23. Objective: sell the new Ford Focus Product / Service: Cars Audience: Drivers Doug the Ford Focus Spokespuppet Social object: Travel Social hook: sharing and commenting on Doug’s journey

24. Essence Characters What happens on Doug’s travels Content Doug the Ford Focus Spokespuppet Interaction Characters Content Interact with Doug on his roadtrip via Facebook

25. Case study

26. Objective: sell Nike superfly football boots Product / Service: Football boots Audience: People who play football Who is superfly? Social object: Famous football players Social hook: opinion

27. Essence Characters Who is superfly? Content Nike’s creative social concept Interaction Characters Content Like the player on Facebook and comment on why they are ‘superfly’

28. Mariam @MariamCook http://mariamz.wordpress.com/