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Principles Of A Creative Ad

Creativity is something that marketers think a lot about on a daily basis but it’s still hard to put into words. We know exactly what it is and more important, we know it when we see it. What comes to your mind when you think of creativity? Words like novel, unique, original, out-of-the-box, vibrant, interesting, and captivating might come to mind.

Creativity is a powerful tool in the world of marketing. It can captivate audiences and make them think of your product or service before anyone else. This is where the “fame effect” takes control.

Believe it or not, there is a way for marketers to measure creativity.
Let’s do a little exercise. We want you to think of an ordinary clothes pin. Write down all of the possible ways you can use a clothespin outside of it’s “primary” purpose. Take about 30 seconds.

Now we can measure your creativity. Answer the following questions.

  1. How many different uses did you come up with? Did you come up with more than 15?
  2. How uncommon were the uses you came up with? Did you find any purposes that are unique, and non-obvious?
  3. How many areas did your answers cover? Did you find that your purposes created solutions in different areas? Perhaps fashion, utility, fun, or convenience?
  4. What was the level of detail in your response?
     Photo credit: vicent2013 via Visual hunt / CC BY

    Photo credit: vicent2013 via Visual hunt / CC BY

How did you do? You may be more creative than you originally thought.

Marketer’s #1 goal in advertising is to be creative. We want to approach every campaign and advertisement with an element of surprise and new experiences. When developing creative ads, we use the following 5 elements to make it happen.

  1. Elaboration – Ads that have unexpected details or expand simple ideas to become more intricate. For example, consider Wrigley’s 5 Hour Gum, Rain.
  2. Artistic Value – Aesthetically pleasing visual and sound elements make for an intriguing ad. For example, consider Chipotle’s Video Ad Series. Here is “A Love Story.”
  3. Originality – The elements within the ad are rare and surprising. It’s important to note that originality does not work for all ads. Your product or service must be well-known for this to work. Otherwise, your audience may become lost. A good example is Coca-Cola’s Happiness Factory ad.
  4. Flexibility – The product or service is smoothly linked to a range of different uses. A good example is this collaboration between Audi and Airbnb. Audi shows off it’s capability of speed and handle while linking it’s product to Airbnb without the audience even noticing.
  5. Synthesis – Ads connecting normally unrelated objects or ideas. Thomson does a great job of reaching their audience using stuffed animals to advertise their traveling services. Take a look.

So what element combinations work best?
Studies show that Elaboration and Originality are the perfect mix when trying to reach your audience with a creative ad. On the other end, Flexibility and Artistic Value alone make for an ineffective advertisement. Creativity is a beautiful thing in advertising. It has been proven to increase brand awareness and increase sales. So the next time you push out an advertisement before trying to be creative – think again and try to plan out your creative approach.

If you are having trouble with your marketing efforts and creating ads. Contact us at info@deptofmarketing.com to set up a meeting where we can discuss what will work best for you and your business.